Attractive Thinking

Forget everything you’ve been told about maximizing Lifetime Customer Value.

To take your business to the next level, you need a brand strategy that’s focused on attracting new customers, not exploiting existing ones.

In this transparent digital age, smart business leaders know that profitable growth comes from helping customers, not exploiting them. Attractive Thinking sets out a ground-breaking methodology, developed during 30 years’ experience transforming brands for Pepsi, Mars, Miracle Gro and many high-end service businesses, to achieve exactly that.

Discover the five key questions you must answer to create a better brand strategy and the tools to deliver it: clarity on what matters to customers; products and services that customers love; marketing that attracts them; and a team that is committed to delivering it.

Attractive Thinking is a practical handbook for CEOs, managing directors and marketers who want to make the big-brand techniques work for them.

Engaging and easy to read book about building strong brand with a customer in mind. Attractive Thinking is about providing something that is just what the customer needs at that time. The art of doing this by answering five simple questions is described in the book. Although the questions are pretty simple, the way your business answers them determines future success in this competitive world. NetGalley
Chris's book cuts through all the marketing mumbo jumbo and provides a clear road map for anyone putting together a brand or business strategy. A disciple of Byron Sharp’s marketing science, Chris explains in plain English how to create winning propositions that will attract more customers. Properly followed, the approach delivers buy-in across all levels and disciplines, so everyone feels involved and committed to the plan. That’s a winning combination; super clear strategy and cross company commitment. If you are faced with a growth challenge, especially in a new role, you should adopt some 'Attractive Thinking'. amazon.co.uk
I loved this book. It had so many unusual insights in it. It introduced me to authors like Byron Sharp, who have produced important insights that are not readily understandable. Chris does a brilliant job of turning those ideas into prose that anyone can understand. This is a highly recommended book for anyone wanting to know more about marketing and branding. amazon.co.uk

A former marketing director at Pepsi and managing director at HEAD sports, Chris launched his Differentiate strategy consulting firm in 1996. He has helped Mars create the Celebrations chocolate brand and turn Galaxy into the chocolate brand leader in the Middle East. He worked with Scotts to make Miracle Gro the market leader in gardening. He has helped many other CEOs and marketing directors in high-end business services to take their brand to the next level with his distinctive 'Differentiate' method.Chris is also a non-executive director and entrepreneur in the travel industry, and speaks and writes extensively about why businesses must focus on attracting new customers rather than extract more money from existing customers. He speaks regularly at industry conferences and run his own marketing and business events attracting important business decision makers and entrepreneurs.

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