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Stop Listening to the Customer

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Stop Listening to the Customer

By: Adam Ferrier, Jen Flemming - contributor
Narrated by: Alex Wyndham
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About this listen

If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business - listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world.

The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead, try redressing the balance and be brand-led, where brands and businesses can truly become unique, interesting, and highly profitable.

Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer. Backed by science, real-world examples, and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritize their brand, and reveals the brand-building secrets of their success.

©2020 John Wiley & Sons Australia, Ltd. (P)2020 Gildan Media Marketing Small Business Business
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Profile Image for Andrew B

Gave me fab ideas and clarity on branding

I'm developing a personal brand. Although, this books doesn't deal directly with personal branding, I found that the concepts apply to the challenges I'd been mulling over: homegenisation, being from a non-corporate background, unlocking more of my uniqueness, being a challenger brand (I knocked up some ideas this morning, friction in content production, going beyond social media, event marketing, getting greater clarity on my brand... I'd already developed my core organising thought... but this gave me even greater clarity. The author does work in self-promotion (who can blame him), but it's all relevant and illustrative.

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