Beyond the brand

the long version

"Marketing expert John Winsor makes a case here that consumers have developed a "brand immune system" that only magnifies the problems involved with branding today. Instead of focusing on branding efforts, he explains, companies must learn to use "bottom-up" tools to co-create new products and marketing strategies with their customers. It's about getting out in the streets and spending time with the right customers in their worlds, creating essential foundations for breakthrough innovation." "The tools John Winsor outlines in Beyond the Brand are the very ones his own company, Radar Communications, uses to help some of the most forward-thinking companies today to develop more aggressively innovative growth."--BOOK JACKET