The secret to successful brand marketing? WIFM. That stands for ")"What's in it for me?", and according to Robin Woods, it's the question every brand ad must answer in order to win over and retain customers. Woods identifies a combination of uniqueness and need, in a totally new approach to brand positioning that respects consumers' intelligence and creates a "partnership" between advertiser and buyer. In down-to-earth language, he advises marketers how they can: preserve and foster brand loyalty; put themselves "in the customer's shoes" in order to create ads that appeal to consumers' true needs; base powerful ad messages on five people-type needs and 14 brand value needs; and recognize the limitations of "lifestyle" advertising
- ISBN10 0814451470
- ISBN13 9780814451472
- Publish Date 8 March 1993
- Publish Status Out of Print
- Out of Print 13 December 2011
- Publish Country US
- Publisher HarperCollins Focus
- Imprint Amacom
- Format Hardcover
- Pages 224
- Language English