- Paperback: 160 pages
- Publisher: Shake Creative (July 25, 2014)
- Language: English
- ISBN-10: 0990583201
- ISBN-13: 978-0990583202
- Product Dimensions: 5.2 x 0.4 x 8 inches
- Shipping Weight: 6.2 ounces (View shipping rates and policies)
- Average Customer Review: 10 customer reviews
- Amazon Best Sellers Rank: #532,584 in Books (See Top 100 in Books)
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Moving Targets: Creating Engaging Brands in an On-Demand World Paperback – July 25, 2014
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Gabriel Aluisy's book is a "must read". The subtitle is "Creating engaging brands in an on-demand world" and this book delivers! Part textbook, part work book, part case study, part interview with thought-leaders, this book covers what you NEED to address to make your chances of success better. He looks at defining your perfect customer (your avatar), creating an emotional connections, how to make sure you speak your avatar's language, how to sell based on value (not price) and actions that will devalue your brand. He tells stories (a great way to explain concepts). He covers such ideas as the meaning behind the colors you choose, the type of paper and fabric you use, the music you play.
And remember: "It's personal, every bit of business...they cal it business, OK. But it's personal as hell." You need to make sure your business, your brand, is personal to your avatar. Without that, your chances of success are limited. Mr. Aluisy gives you the ammunition to make your brand personal and relevant.
This book is a quick read, but don't read it only once. This is a book that you need to read several times because the amount of information it contains grows as you gain more understanding of the book, your business and yourself. The price of this book is far lower than the value it provides!
This book has 19 chapters of what to do to make sure a companies marketing represents the company and communicates to their Avatar customer. (Read the book if your company does not have an Avatar.) Here is what I'm telling my clients to do first; Do page 142 "Brand Report Card," are they doing any of page 87's "7 Marketing Mistakes?" Does their Logo pass page 80 Logo Test? Does their marketing create "Emotional Transportation?" (Page 110)" Do they market to each of the Influencers? (Page 117) and are they Consistent with their Touch Points? Page 126.
I've been in marketing for decades and I took 2 pages of notes from Marketing Matters. I highly reccomend.
As customers, we all want to feel valued, appreciated, treated with dignity and respect. Gabriel Aluisy is successful at describing how to shape a brand that embraces these values, in ways that are often unexpected: Using predictive data to serve relevant messages (without being "creepy"); providing not only an excellent service, but an experience that is as fun as playing games; understanding that customers are not only driven by quality, but also speed of service; along with over 15 other different topics.
I really enjoyed how "Moving Targets" approaches the subject from such an ample variety of viewpoints. Reading through it really broadens your perspective of all the ingredients involved in a solid brand effort.
This is a recommended read for any business owner and/or employee whose decisions affect a company's direct handling of customers.