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The Arf Listening Playbook ReviewFor many years Jack Trout, the world's top expert on positioning, insisted on the importance for a brand to claim a singular idea in the minds of consumers.Of course in reality things are not so simple, and Trout allowed for different expressions of this positioning across different cultures and different communications platforms. Still, this conceptual land claim of exclusive territory in the consumer's mind was the objective.
Positioning becomes more challenging as brands expand across different cultures, as Millward Brown's Nigel Hollis observes in his book The Global Brand (2008). Though difficult to execute, positioning nonetheless remains a key marketing objective.
Arguably the greatest challenge to top-down corporate positioning of brands is the exponential rise of consumer-generated content. Dr. Andreas Weigend, the former Chief Scientist at Amazon.com has observed that there was more consumer-generated content created in the past year than in all the rest of human history combined.
What this means for brands is the rise of the Attention Economy, and strategies to effectively cut through the clutter and capture mindshare are more critical than ever.
The days when a corporation could simply impose a brand's positioning on the supposed tabula rasa of a consumer's mind are over, because consumers are now coming to the table with preconceived ideas about your brand that they are sharing with other consumers at the click of a mouse. Furthermore if there is a discrepancy between C2C content and B2C content, C2C content will often win.
Thus for B2C communications to succeed in the future, they will have to be more aware of, sensitive to, and opportunistic in surfing C2C communications. Go with the C2C conversational flow, because Word-of-Mouth rules.
This is why the ARF's Listening Playbook by Steve Rappaport is so timely and important. Corporations that continue to attempt to impose brand positionings and messages from on-high with little regard for existing consumer perceptions and conversations are going to face an exponentially harder challenge as time passes and C2C communication (and impressions) overwhelm B2C communications.
For many years the Advertising Research Foundation has been consistently a thought leader, ahead of the curve of mainstream advertising theory and practice, for example in its important work on consumer engagement led by Joe Plummer, Dr. Robert Heath and Dr. Gerald Zaltman. Once again the ARF remains in the avant-garde with publication of this book.
The ARF Listening Playbook is a very systematic and detailed presentation of state-of-the-art practices in listening to consumer conversations in their natural on-line environments. It presents a definition of listening; the reasons brands listen; the structure of listening initiatives; the objectives that listening initiatives can fulfill; best practices; and a comprehensive and up-to-date inventory of listening vendors. In short, valuable information on almost every page, and everything required to make your marketing significantly more in-touch, intelligent and efficient.
Instead of trying to position your brand through communication brute force, the ARF Listening Playbook shows you how to achieve a detailed read on what consumers are already saying about your brand and its category. This makes it significantly easier to navigate your brand from its spontaneous positioning to your desired positioning by 'going with the winds' and carefully monitoring and managing existing consumer conversations, sentiment and engagement. A must-read for intelligent marketers!
The Arf Listening Playbook Overview
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