Moment of truth

Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

2006

Values shape consumer preferences, the decisions consumers make, the products they trust and the brands they stay faithful to. Attempting to build a strong brand by starting with products and services is thus doomed to failure. The same is true for an overly rigid focus on specific product needs or consumer buying behaviors. Peoples' values are what really matter to them.

'Moment of Truth' unveils an analytical means for CEOs, brand managers and marketing professionals to tap into customer values and use this knowledge effectively – to
develop products consumers want to buy and to spend advertising money efficiently.

But the book doesn't stop there: with its robust, data-based methodology it is a key tool to help companies reshape every step of the brand management process, from initial customer insight through strategy formulation to execution. Traditional brand management is riddled with disconnects between marketing and other functions, between ‘data-driven’ and ‘creative’ approaches, and between highlevel strategies and detailed tactics and implementation.

Moment of Truth shows how these disconnects can be overcome by applying a tried-and-true methodology. The authors' approach has been tested and fine-tuned across many markets throughout the world and seamlessly links every step of the brand management process, from end to end.

By profiling the values of users and non-users, for example, brand managers can:

• build a better, more functional brand strategy
• improve segmentation, positioning, product development, communication, etc
• quantify the costs and benefits of alternative strategies
• assess the merits of each detailed step in implementation (down to the finest details of media buying or advertising agencies’ creative work)
• measure and review performance

The same proven methodology can be used to identify gaps in existing markets, develop optimal brand architectures, navigate the development of global brand strategies, win staff understanding and engagement, and build business and brand
alliances. In doing so, it takes brand management to where it belongs: as the central element to the organization’s overall strategy and a matter for the board.

'Moment of Truth' was launched on 19 September in London. It is published by Palgrave Macmillan and can be ordered on www.amazon.co.uk   or directly through Palgrave.