FOREWORD

Every journey requires some kind of compass—a sense of where one is headed and an assurance that one is on the right path.

This book is, in a word, a compass.

As a marketer, keeping the brand that I steward on track is perhaps the most important and difficult challenge I face daily. The rate of speed at which the world is changing requires significant insights, strategies, and nimbleness. Today’s environment can be a destroyer of brands if one is not consistently in tune with the customer.

Having a Brand Model based on insights into one’s customers is invaluable. Even better is having a customer-focused model that is dimensionalized so that one can use it as a guide to assess potential scenarios and strategies, allowing for a fluid yet ...

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