Attractive Thinking

Forget everything you've been told aboutmaximizing Lifetime Customer Value. To take your business to the next level, you need a brand strategythat s focused on attracting new customers, not exploiting existing ones. In this transparent digital age, smartbusiness leaders know that profitable growth comes from helping customers,not exploiting them. Attractive Thinkingsets out a ground-breaking methodology, developed during 30 years experiencetransforming brands for Pepsi, Mars, Miracle Gro and many high-end servicebusinesses, to achieve exactly that. Discover the five key questions you mustanswer to create a better brand strategy and the tools to deliver it: clarityon what matters to customers; products and services that customers love;marketing that attracts them; and a team that is committed to delivering it. AttractiveThinking isa practical handbook for CEOs, managing directors and marketers who want tomake the big-brand techniques work for them.