One-Touch Trigger - Discover the Key Moments That Resonate with Customers

Author: Li Hailong
Publisher:
Publish Date: 2006-07-01
Features: Does the brand belong solely to your company or even to you personally? Can a company's subjective assumptions represent the will of customers? Do you know how customers make their purchase decisions? "The essence of a brand lies in nothing but the mind; it takes effort to work on the mind." The essence of a brand exists in the minds of customers, and a company's subjective assumptions can only be one-sided wishes. Customers' purchase decisions are made through their contact with brand information. This means that if customers feel pleasant and satisfied during their various interactions with the brand, they will be willing to make a purchase; otherwise, they will disregard it. So, this presents a pressing new challenge for brand managers: How should you design the contact points that customers focus on and, through these contact points, convey effective information that creates a desire for your product in customers? This book discards the common pitfalls of traditional branding and starts directly from the analysis of consumer minds, elaborating in detail the thought process behind how consumers make purchase decisions. It enables companies to gain a deep understanding of consumers, identify key contact points, design auxiliary contact points, and target the reach of brand information to customers, achieving the best brand communication results with the most cost-effective brand communication expenses. The "Brand Contact Point Communication Model" has been proven to be highly effective in practice by many companies and is particularly suitable for small and medium-sized enterprises to quickly establish and enhance their brands.