All marketers strive to achieve a healthy share-of-market for their
products. But really smart marketers know how to achieve
"share-of-heart" for lasting customer loyalty. In this intriguing
book, readers learn how to build "emotion" into every phase of the
marketing plan -- from product development to positioning to
packaging to advertising. A product with emotion says to the
customer: "I know who you are. I know what you want". These
heart-tug products appeal to consumers' self-image, ego, and their
desire to feel special. (And where the heart leads, the mind
Chock full of real-world stories, the book shows how to:
- use proven "hot buttons" that work for most products
- develop a product so you know (in advance) that it has a
- revive a stagnating brand by "rekindling fires".
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