Shiny objects marketing : using simple human instincts to make your brand irresistible
Title:
Shiny objects marketing : using simple human instincts to make your brand irresistible
Author:
LaBonte, David A., 1953-
ISBN:
9780470357675
Personal Author:
Publication Information:
Hoboken, N.J. : John Wiley & Sons, c2008.
Physical Description:
xiii, 210 p. : ill. ; 24 cm.
Contents:
Preface: What's the Big Deal? -- Ch. 1. What Can You Expect from This Book? -- Ch. 2. Origins of Shiny Objects -- Ch. 3. Why Are We Attracted to Shiny Objects? -- Ch. 4. Shiny Objects in Our Lives -- Ch. 5. Traditional Persuasion Theory versus Shiny Objects -- Ch. 6. Shiny Object Quadrants -- Ch. 7. Five Facets of Shiny Objects -- Ch. 8. Brands as Shiny Objects -- Ch. 9. What Gets in the Way of Shiny Objects? -- Ch. 10. In a Room Full of Shiny Objects, How Do You Get Yours Noticed? -- Ch. 11. Now What?
Abstract:
"In Shiny Objects Marketing, LaBonte shows you how to turn your products and services into your customers' irresistible shiny objects. LaBonte explains exactly what makes a shiny object - it grabs attention, drives curiosity, demands to be touched, and ultimately demands to be bought. He identifies the obstacles inside and outside of a company that get in the way of a shiny object and provides strategies to make your shiny object stand out among the many others already out there." "Using simple models, case studies and examples, as well as interviews with marketers, he explains how to put these concepts to work in the real world, analyzing in detail actual marketing programs that were successful because they used these principles - as well as programs that flopped because they ignored them. And he provides the tools - such as the Shiny Object Quadrants and the Five Shiny Object Facets - to apply these successful techniques to any product or service."--BOOK JACKET.