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.
|Publisher:||Penguin Publishing Group|
|Sold by:||Penguin Group|
|File size:||266 KB|
|Age Range:||18 Years|
About the Author
What People are Saying About This
"Manners has done what so few business writers manage to do: get inside the heads of the practitioners . . . and capture their real stories. He writes delightfully about real problems with real solutions. I read it once for fun. Then I read it again, for real."--(John Gilbert, chief marketing officer, the TJX Companies, Inc.)
"The ability to stay relevant is the challenge any brand faces. Manners has addressed the key to what creates marketing effectiveness-or failure-in this much-needed quick read."--(Stephen M. Berkov, executive director, client strategy, Edmunds.com)
"In a world where culture is lived mostly through its inauthenticity, should we not expect that most brands are weaned on lack of relevance? Tim Manners does a masterful job of helping marketers identify irrelevance and re-create and reclaim truth in their brands."--(Watts Wacker, futurist and CEO, FirstMatter)
"Tim Manners has uniquely captured proven marketing strategies as told by hundreds of the world's most successful, forward-thinking, and insightful marketing leaders. Newly appointed brand managers and seasoned CMOs alike will benefit from the wisdom of this book."--(Jim Garrity, former executive vice president and chief marketing officer, Wachovia)
Most Helpful Customer Reviews
This is a great collection of numerous stories that get to the essence of branding and relevance. While it may get repeative along the way, there are gems burried in each page. Read until your head is overflowing with ideas, then pick it up again.
The main idea of the book is that if a business can become relevant to consumers, then that business can thrive. I think that's a great take on branding and was enough of a germ of an idea to get me to pick up the book. But the book never really grew from there, for me.After some basic "problems with the business mindset" kind of stuff, Manners presents six "Relevant Solutions". These are insights, innovation, investment, design, experience and value. Do any of these ideas sound new to you? Me either.The book is mainly a series of "stories from the field" as various business folks relay their experiences with their brands. Of course, Apple is there and the car manufacturers. Manners did seek out Patagonia, who I thought had the most valuable insights in the book. They seem to concentrate on growing inside each sales channel, rather than chasing the Nike's of the world. So that was cool. After many of the from-the-trenches stories the author adds a bullet point to try and sum up the story. Many of which seem kind of generic and dated.So while, in this internet-empowered era I do think businesses must work hard to serve each and every customer and bring value to their product, in essence, become relevant, I'm hoping to find more books out there that might delve a little deeper into each of Manners "Relevant Solutions".