Marketing with Strategic Empathy: Inspiring Strategy with Deeper Consumer Insight

ISBN-13: 9780749477547 / Angielski / Miękka / 2016 / 256 str.

Claire Brooks

Opis

The current focus in many Fortune 500 companies is on consumer insights, where strategists develop deep consumer insight - or empathy--as a basis for flexible strategy formation. Strategic Empathy, therefore, is not a soft skill, but can be a powerful force for success.

At the core of the Strategic Empathy process is immersive and experiential learning, also known as Strategic Learning, leading to a deep understanding about the functional, emotional, and cultural drivers behind consumers' thoughts, feelings, and actions. Marketing With Strategic Empathy explains how to:
-design and implement Strategic Learning Journeys
-implement specific learning methods, including techniques to uncover unconscious emotions, ethnographic observation, online research, semiotic analysis, and trends analysis
-empower managers with team-based skills for activating learning
-develop video and multimedia story telling skills for communicating Strategic Learning and other strategies to stakeholders

The book also provides proven skills, processes, leadership methods, how-to guidance, and global case studies to help companies implement Strategic Empathy within their organization.

Recenzje

"'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big "AHA" moment more quickly and more frequently than any other insights professional I have worked with.'" Mic Zavarella, Senior Director, Marketing, PepsiCo

Spis treści

• Section - 01: Why marketing strategists need empathy;
• Section - 02: Strategic learning frameworks: needs, emotions, culture and decision-making;
• Section - 03: Reshaping the marketing strategy template, based on Strategic Empathy;
• Section - 04: The Strategic Empathy Process for marketing strategy formation: overview;
• Section - 05: The Strategic Empathy Process Phase One: Immerse - immersive research methods;
• Section - 06: The Strategic Empathy Process Phase One (continued): Immerse - immersive research tools and techniques;
• Section - 07: The Strategic Empathy Process Phase Two: Activate insights into strategy;
• Section - 08: The Strategic Empathy Process Phase Three: Inspire - communicate strategic learning;
• Section - 09: The Strategic Empathy Process in a non-profit organization

O autorze

Claire Brooks is President and Managing Director of ModelPeople Inc, a global branding company offering branding insights and strategic solutions to a wide range of international clients. Her global consulting firm developed the Strategic Empathy® framework and processes, which she has applied in over 150 successful projects for global corporations for over 10 years. Claire has almost 30 years' experience in brand management, brand planning and strategic market research with Fortune 500 companies and advertising agencies in both Europe and the US.