Description
Winner of the 800-CEO-READS Best Marketing Book of 2015
Why do a little companies create such strong affection for their brands that their customers are compelled to transform active brand champions? Is there a secret?
The Compass and the Nail presents an unconventional viewpoint of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonia’s former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any services or products who desire fiercely loyal behavior.
Wilson’s narrative is one in all cultural empathy and thought disruption critical to the new global economy. This can be a practical model that defines how companies, governments, and institutions relate to their end users. By illuminating the phenomenon of following,” and how it may be methodically applied to a larger context, this book demonstrates how those relationships will also be refashioned to optimize human interactive experience. It challenges us to make use of our economic powers for good to design the new Responsible Economy so that you can save the planet. If companies realize consumers don’t buy what you do, they buy why you do it,” Wilson shows us how.
Why do a little companies create such strong affection for their brands that their customers are compelled to transform active brand champions? Is there a secret?
The Compass and the Nail presents an unconventional viewpoint of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonia’s former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any services or products who desire fiercely loyal behavior.
Wilson’s narrative is one in all cultural empathy and thought disruption critical to the new global economy. This can be a practical model that defines how companies, governments, and institutions relate to their end users. By illuminating the phenomenon of following,” and how it may be methodically applied to a larger context, this book demonstrates how those relationships will also be refashioned to optimize human interactive experience. It challenges us to make use of our economic powers for good to design the new Responsible Economy so that you can save the planet. If companies realize consumers don’t buy what you do, they buy why you do it,” Wilson shows us how.
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