title: Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business
author:  John Winsor 
description: Most experts on branding emphasize how a brand owner spreads his or her message to consumers, but Winsor believes that genuine success can only come from reversing the line of communication as well. His "bottom-up" approach weds branding to customer research, but the resulting mixture is rather thin, continually circling around a handful of talking points concerning the need for a deeper relationship with customers. Companies are urged repeatedly to "find the key voices" in the market and re-center their brands on those customers in order to break through their "brand immune system," a disdain for being coerced attributed, with what feels like undue emphasis, to rising antiglobalization sentiment. Yet many of the case studies fail to provide real insight into the process, asserting that certain companies have such relationships without offering enough detail on how they established them. And though he touts the Internet as an effective tool for listening to consumers, Winsor offers examples that feel already dated. A closing chapter full of generalizations about "Millennial" youth reinforces the impression that the book reads like a client prospectus, and the "anthrojournalism" he touts as a key research methodology comes off as cool hunting under a new name, despite all protestations. <br />Copyright  Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
zlib_text: # Building Success with Business Ethics
  
  
  Advice from Business Leaders (Collection)
  
  
  Helio Fred Garcia  
  Jon Huntsman  
  Ken Blanchard  
  Colleen Barrett  
  Doug Lennick  
  Fred Kiel Ph.D.
  
  
  
  
  
  
  
  
  ![image](../images/00001.jpeg)
  
  
  **Vice President, Publisher:** Tim Moore
  
  
  **Associate Publisher and Director of Marketing:** Amy Neidlinger
  
  
  * * *
  
  
  © 2013 by Pearson Education, Inc.
  
  
  Publishing as FTPress Delivers
  
  
  Upper Saddle River, New Jersey 07458
  
  
  Company and product names mentioned herein are the trademarks or registered
  trademarks of their respective owners.
  
  
  All rights reserved. No part of this book may be reproduced, in any form or by
  any means, without permission in writing from the publisher.
  
  
  ISBN-10: 0-13-312359-6
  
  
  ISBN-13: 978-0-13-312359-3
  
  
  For more information, please contact us at
  [info@ftpress.com](mailto:info@ftpress.com)
  
  
  
  
  
  
  
  
  ## Contents
  
  
  [The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead
  Effectively](part0003.html)
  
  
  [Foreword](part0