The Participation Game : How The Best Brands Make Best Friends

The Participation Game examines how and why consumers adopt brands. Based on four years of consumer research and 3,000 case studies, the book explores the variables that drive consumers to participate with their favorite brands. The book shows how certain brands attract consumers spending minimally to win their hearts, while others spend up to a billion dollars and struggle to make friends. The author used four years of proprietary research, providing consumers 12,000 write-in opportunities to name their favorite brands, unaided. Based upon their responses, consumers were queried on how their relationship formed and where they connect. Workbook activities provide a logical next step for marketers to move away from the stigma of mass advertising and into consumer adoption and loyalty.Norty Cohen is a featured contributor on brand adoption and consumer segmentation. His reports have been featured in the New York Times, Forbes, Ad Week and Business Insider.

• | Author: Jack Quarles
• | Publisher: Ideapress Publishing
• | Publication Date: Sep 19, 2017
• | Number of Pages: 229 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 1940858291
• | ISBN-13: 9781940858296