Relevance: Making Stuff That Matters [NOOK Book]


After years studying remarkable companies and speaking to some of the most influential leaders around, Tim Manners has discovered a solution to the marketing woes of many brands. Stop worrying about ...
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Relevance: Making Stuff That Matters

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After years studying remarkable companies and speaking to some of the most influential leaders around, Tim Manners has discovered a solution to the marketing woes of many brands. Stop worrying about demographics, fads, and cutting-edge advertising. Instead, focus on relevance.

Manners shares how the best of the best create solutions to their customers’ problems and help them live happier lives. You’ll learn how:

Levi’s reasserted relevance when it created wardrobe solutions for men.

Dunkin’ Donuts stopped trying to mimic the look and feel of Starbucks and found success by delivering a simple, quick cup of joe.

Hasbro reinvented board games for today’s time-pressed consumers.

Kleenex’s new germ-fighting tissues helped keep the company relevant by turning a useful product into a necessary one.

Staples stopped wasting its shoppers’ time with extraneous products.

Nintendo’s simple design for the Wii appealed to consumers of all ages and game designers alike, allowing it to outsell its competitors.

The path to sustainable growth for your brand begins with designing meaningful solutions and providing them when and where people need them most. Relevance will teach you how to become—and remain—indispensable.
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Editorial Reviews

Publishers Weekly
Manners, a branding consultant and editor, takes the reader through the various aspects of building a successful brand, using the title of his book as a one word manifesto; all of his ideas loop back to it sooner or later. Branding is no longer a numbers game, according to the experts that he quotes, but about making your sure your customer is happy; not just with the service, or the product, but in their lives. How can this be achieved? The author's answer: through relevant insights, innovation, investment and design. Combine these with careful attention to value and experience, and you'll get growth. What distinguishes this book is the author's scope: he's clearly well connected and has plenty of quotes from branding and marketing experts across several industries to prove it. British range manufacturer Aga and niche coffee retailer Intelligentsia are just two of the "relevant" brands that Manners explores, and this range of knowledge adds authority to an otherwise thin argument, which at times seems like the same old ideas, rehashed and rebranded.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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Product Details

  • ISBN-13: 9781440634611
  • Publisher: Penguin Group (USA)
  • Publication date: 9/18/2008
  • Sold by: Penguin Group
  • Format: eBook
  • Pages: 224
  • Sales rank: 1,158,394
  • File size: 260 KB

Meet the Author

Tim Manners is the editor and publisher of The Hub magazine and the editor of Cool News of the Day, a daily Web digest of marketing insights. As president of David X. Manners Company, a consulting firm, he has spent more than twenty years working with leading marketing services companies, including WPP, Omnicom, Interpublic, and Publicis.
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Table of Contents

Introduction 1

Pt. I Relevant Problems

Ch. 1 Demographics: Marketing, Not Apartheid 7

Ch. 2 Aspirations: The Happiness Factor 29

Ch. 3 Advertising: Accountable to Whom? 50

Pt. II Relevant Solutions

Ch. 4 Insights: Controlling the Conversation 79

Ch. 5 Innovation: Suit Yourself 106

Ch. 6 Investment: Spare No Expense 136

Ch. 7 Design: Yellow Is Number One 155

Ch. 8 Experience: What Would Warhol Do? 179

Ch. 9 Value: The Value of Value 202

Pt. III Relevant Outcomes

Ch. 10 Growth: Zen-Master Profits 227

Coda: What's the Point? 252

Certain Secrets of Relevant Brands 255

Acknowledgments 257

Notes 259

Index 273

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