Table of Contents
Acknowledgements 1
This Way Please 3
Build a brand that matters 5
Nine timeless brand qualities people love 6
Attention and love 9
The benefits are endless 10
Nine Brand Qualities People Cannot Resist 13
1 Significant 15
How to shine in a cluttered marketplace 16
You need to know why your brand matters 17
Fuss over your why, not your how 20
Why does your brand matter? 21
When passions connect 23
Find out what matters and offer it 24
2 Heartwarming 25
All buying is emotional 26
Triple down on emotion 27
Embrace a cause 32
Support the community 32
Be ethical and environmentally responsible 33
Be good to your staff 33
The customer is always right, even when they're wrong 34
3 Helpful 39
Give it away 40
Ask yourself-what is helpful? 42
Provide helpful content 43
Have a helpful sales process 44
It won't happen overnight, but it will happen 45
4 Generous 47
Be surprisingly generous 48
Generosity gets people every time 49
Over-deliver 51
Recommend your competitors 53
Miracle On 34th Street 54
You are only limited by your imagination 56
5 Convenient 59
Our convenience culture 60
Convenience is relative 61
Minimise friction and maximise smoothness 62
What if you want your brand to be exclusive? 66
Invest in convenience 67
Inconvenience stores 67
6 Interesting 71
Can anyone be interesting? 73
Act your way into it 73
What makes a brand interesting? 74
Invest in yourself 85
7 Personal 87
Pay more attention 89
Get to know your tribe 90
Personalise communications 91
Personalise gifts 94
Personalise recommendations 95
Be responsive 96
Stay in touch 97
Whoever gets closest to their customer wins 99
8 Attractive 101
People love brands that notice them 102
People love to be associated with things that look good 104
Outward appearance equals inward significance 105
Is the investment worth it? 107
9 Patient 111
Moving at the right pace 113
No-one likes to feel rushed 114
People are on a journey 115
Offer value first 116
The genius of plodding 118
Take the time to build something people love 119
A Battle For The Heart 121
Motivated by the heart 123
One-to-one, or one-to-many? 124
This way please 125
Abraham says hi 128
