Index
Absolut, 67
ACT, 74–75
advertising
in brand building, 68–70
consumer decision journey and, 15–28
media spend in, 18–19
off-line channels, 21–22
push versus pull, 89
Aegon USA, 192
Akzo Nobel, 127
aligned relationship, 182, 183–188
all benefits value propositions, 115–119
aluminum industry, 31
American Consumer Satisfaction Index, 157
American Express, 4–5, 80, 83, 86
American Petroleum Institute Quarterly (journal), 52
Anderson, James C., 113–131
AOL, 164–165
apparel industry, 104–106
archetypal community scripts, 147–149
Arm & Hammer baking soda, 65–66
Arnould, Eric, 143
authority, brands of, 145–146
automobile industry
brand portfolios in, 87–88
creative destruction and, 48–49
growth of, 36
production pressures in, 43–45
purpose brands in, 75–76
women and, 98–99
baking soda, 65–66
balance, 94–96
Barn Raising script, 148
Bar script, 148
beauty industry, 102–104
benefit assertion, 115–117
Bentley, 75
Bhalla, Gaurav, 1–13
Bic, 89–90
Boston Consulting Group, 98
brand audits, 91–92
brand communities, 133–149
affiliation forms in, 139–141
archetypal scripts in, 147–149
as business strategy, 134–136
management of, 146–149
readiness audit for, 149
as service to member needs, 136–139
social media and, 137, 145–146
strong brands from, 136, 139–141
brandcommunity.hbr.org, 134
brand equity
brand support and, 81, 85, 90–91
consumer knowledge and, 96
customer equity versus, 11–12
extending versus destroying, 71–75
management systems, 92–93
purpose brands and, 67
brand exploratories, 91–92
brand inventories, 91
brand managers, 6
brand meaning understood by, 81, 85, 89–90
customer managers compared with, 7
brand report cards, 77–96
balance in, 94–96
brand monitoring and, 81, 85, 91–94
brand portfolio and, 81, 85, 87–88
brand support and, 81, 85, 90–91
for competitors, 84–85
customer benefits and, 78–79, 84
integrated marketing strategy and, 81, 85, 88–89
managers and brand meaning in, 81, 85, 89–90
positioning and, 80, 83, 84, 86
brands and branding
advertising in building, 68–70
attributes of strong, 78–94
of authority, 145–146
of conversation, 145–146
digital age, 15–28
endorser, 71–75
job focus in, 57–76
mainstream versus niche, 145–146
market segments and, 57–58
meaning of, 81, 85, 89–90, 95–96
monitoring online comments about, 23
purpose, 66–69
report card for, 77–96
touch points and, 15–28
Braun, 90
buggy whip industry, 46
Buick, 87–88
Burning Man, 143
buying funnel, 16–18, 20–21, 189, 190–191
buy stage, 17–18
Cadillac, 87–88
call centers, 10–11
Calvin Klein, 83
Campaign for Real Beauty, 137, 142
Cancer Survivors Network, 139
Cascade, 82–83
case histories, value, 126–127
central heating, 39–40
chief customer officers, 5–6, 187, 190
chief revenue officers, 187, 190
Children’s Hospital of Philadelphia, 108
Christensen, Clayton M., 57–76, 75–76
Church & Dwight, 65–66
Citigroup, 177
click-stream analysis, 24
Coca-Cola, 81, 89, 142, 146, 177
Colgate-Palmolive, 66
communication
with customers, 2–5
mass versus two-way, 2–5
between sales and marketing, 185
touch points in, 15–28
communities. See brand communities
Community Readiness Audit, 134, 149
complexity, 50
conflict, in brand communities, 137, 141–143
consider stage in decision making, 16, 20
consumer decision journey, 15–28
buy stage in, 17–18
customer experience plans and, 24–25
enjoy, advocate, bond stage in, 18, 20–21, 22
funnel metaphor compared versus, 16–18, 20–21
marketing implications of, 18–19
marketing roles and, 25–27
value perception of, 80, 82–83
consumers
brand equity and, 96
research by, 21–22
consumer wants or needs
automobile industry and, 43–45
brand communities for, 136–139
brand delivery of, 78–79, 80, 84
creative destruction and, 48–49
industry definition based on, 55–56
product development based on, 59–67
satisfying, 53–54
content supply chain managers, 26
conversation, brands of, 145–146
Coors Brewing, 91
Corning Glass Works, 30–31
Court, David, 16
Courtyard by Marriott, 72
creative destruction, 48–49
culture
call centers and, 10–11
customer-centric, 6
sales versus marketing, 178–179
Curves, 102
customer equity, 13
brand equity versus, 11–12
share of, 12
customer experience plans, 24–25
customer-facing functions, 8–10
customer lifetime value, 1–2
chief customer officers and, 6
metrics for, 11–13
brand managers compared with, 7
customers
collaboration with, 10
cultivating, 2–5
input of, into marketing research, 9
life events of, 5
market segmentation by, 58
relationship management with, 8
research by, 18
retention of, 4, 154–155, 156–157
women, 97–111
customer satisfaction surveys, 151–170
customer retention rates and, 154–155, 156–157
detractors and, 164–166
grade inflation in, 161
growth and, 161–164
simplicity in, 166–169
customer service, 10–11
for women, 97–99
customer value propositions, 113–131
all benefits, 115–119
building blocks of, 119
documenting, 127–129
favorable points of difference, 118, 119–120
resonating focus, 118, 120–123
substantiating, 124–126
superior business performance and, 129–131
transforming weak, 124–125
value case histories and, 126–127
data
customer cultivation and, 2, 4
customer-focused metrics and, 12–13
marketplace intelligence leaders and, 26–27
underutilization of, 6
defined relationship, 182, 183–184
Dell, 97–98
Della, 97–98
DeLoach, Harris, Jr., 129–130
Delta Airlines, 10–11
detractors, 164–166
differentiation
customer value proposition and, 117–119, 122, 123
job focus in, 76
Digital Governance Council, 27
distinctive value proposition, 121–122
diversity, in brand communities, 137, 141–143
downstream marketing, 191
dry cleaning industry, 33
earned media, 19
EarthLink, 164–165
Edelman, David C., 15–28
Edison, Thomas, 39
E.I. du Pont de Nemours and Company, 30–31, 37
electric utilities, 33–34
electronics industry, 35, 36, 49–54
endorser brands, 71–75
enjoy, advocate, bond stage, 18, 20–21, 22
Enterprise Rent-A-Car, 151–152, 161, 164, 166, 168–169
Estée Lauder, 10
evaluation
brand report card in, 77–96
in consumer decision journey, 17, 20
marketing versus sales, 179
online research in, 24
of sales and marketing, 191–192, 193
evangelists, 143–145
everyday low pricing strategy, 82–83
Express, 105
favorable points of difference value propositions, 118, 119–120
Federal Express, 66–67
feedback programs, 166–169, 186–187
female economy, 97–111
Financial Markets Group, 192
financial services, 106–107
Firefox, 10
fishfulthinking.com, 138–139
fitness industry, 101–102
focus, industry definition and, 29–56
food industry, 101
Foote, Cone & Belding, 95
Ford, Henry, 44–45
Ford Motor, 70
Fort script, 148
Fournier, Susan, 133–149
funnel metaphor, 16–18, 20–21, 189
Galbraith, John Kenneth, 42
GE Infrastructure Water & Process Technologies, 126–127, 128, 129
General Mills, 177
General Motors, 37, 75–76, 87–88
glass industry, 30–31
Gleem, 73
Google, 70
growth
conditions for, 36
customer loyalty and, 153, 154–156
customer satisfaction and, 161–164
detractors and, 164–166
female economy and, 97–111
industry definition and, 29–56
obsolescence and, 33–36
population myth and, 36–42
production pressures and, 42–49
R&D and, 49–54
self-deception about, 35–36
word of mouth in, 161, 162–163
Gucci, 67
Hall, Taddy, 57–76
Hansen, Morten, 7
Harley-Davidson, 70
brand community of, 133, 134–135, 147–149
positioning of, 83
Harte-Hanks, 8
Hasbro, 146
health care, 108
health clubs, 101–102
H&M, 105–106
Hole Hawg, 72
hub affiliations, 139, 140, 141, 146
Global University Programs, 7
Insurance Process Acceleration Framework, 2, 4
incentives
customer cultivation and, 8
sales or marketing relationships and, 179, 191–192
indispensability, 38–39
industry definition, 29–56
analysis errors in, 31–33
creative destruction and, 48–49
greatness and, 55–56
impending obsolescence and, 33–36
petroleum industry, 37–42
population myth and, 36–42
production pressures and, 45–48
R&D focus in, 49–54
self-deception and, 35–36
innovation
intangible assets, 11
integrated relationship, 182–183, 187–193
International Flavors and Fragrances, 10
Internet
content supply chain managers, 26
customer experience on, 22–23
customer research on, 21–22
orchestrators, 25–26
publishers, 26
Internet service providers, 164–165
iPod, 71
job focus in product design, 59–70, 76
job rotation, 185–186
Kaiser Aluminum & Chemical Corporation, 31
Keller, Kevin Lane, 77–96
Kiehl’s, 146
Kirchart, Heath, 141
Kleenex, 67
Kmart, 157
Kotler, Philip, 171–193
Kraft, 177
Krishnaswamy, Suj, 171–193
Lafley, A.G., 57
La Prairie, 104
La Roche-Posay, 146
Lee, Lara, 133–149
Lever Brothers, 82
Levi-Strauss, 95
life insurance, 107
loyalty
brand communities and, 136–139
customer retention rates and, 154–155, 156–157
customer satisfaction surveys and, 151–170
definition of, 154
detractors and, 164–166
as growth driver, 153, 154–156
profitability and, 155–156
Loyalty Acid Test, 158–159
Macy’s, 70
manufacturer websites, 21–22
marketing
consumer decision journey and, 18–27
customer-cultivating, 3–11
downstream and upstream, 191, 193
feedback to, 186–187
industry definition and, 29–56
integrated strategy for, 81, 85, 88–89
integration checklist for, 188
production pressure and, 42–49
push versus pull, 89
R&D focus versus, 49–54
R&D integration with, 10
relationship of, with sales, 179–193
rethinking, 1–13
sales versus, 171–193
sources of friction between sales and, 177–179
women and, 97–111
marketplace intelligence leaders, 26–27
market research
automobile industry, 43–44
brand communities in, 134–135
customer cultivation and, 8–9
customer feedback in, 166–169
petroleum industry, 51–53
R&D focus versus, 50–51
market segments
brand engagement and, 57–58
broken paradigms on, 58–61
customer cultivation and, 2–5
lifetime value of, 13
metrics for, 13
population myth and, 36–42
women, 100–108
market share, 12
Marriott International, 71–72, 74
mass communication, 2
mass production, 42–49
McKinsey Quarterly (journal), 16
Menon, Anil, 172
metrics
customer-focused, 11–13
customer retention rates, 154–155, 156–157
customer satisfaction, 154–170
net-promoter scores, 154–155
sales and marketing, 192–193
MGB car clubs, 143
milk shakes, 62–63
Milwaukee Electric Tool, 72, 126
mobile devices, customer engagement and, 25
Modine, Austin, 97
monitoring
net-promoters, 167
social media monitoring tools, 23
Montblanc, 67
Moorman, Christine, 1–13
Morita, Akio, 65
movies, 29–30
Mozilla, 10
MSN, 164–165
Narus, James A., 113–131
National Wholesale Grocers, 34–35
net-promoter scores, 154–155, 167
New Jersey Retail Grocers Association, 34–35
niche brands, 145–146
Nijdra Groep, 126–127
Nissan, 70
Nokia, 10
Nordstrom, 83
Norman, Larry, 192
nylon industry, 30–31
obsolescence, 33–36
creative destruction and, 48–49
petroleum industry and, 39–41, 46–48
Olay, 104
Oldsmobile, 87–88
Omidyar, Pierre, 64
On-Star, 75–76
opinion leaders, 143–145
Oral B, 90
orchestrators, 25–26
organizational structure, service-oriented, 2, 4
Outdoorseiten, 138
outsourcing, 10–11
owned media, 19
Panichella, John, 129
Patio script, 148
Pelino, Dan, 172
Pepperidge Farm, 138–139
Pepsi Challenge, 142
performance, customer value propositions and, 129–131
Performance Space script, 148
petroleum industry, 36
brand support in, 91
creative destruction and, 48–49
customer value proposition in, 119–120, 121–122, 129–130
demand creation by, 37–38
future of, 40–41
indispensability myth in, 38–39
innovation in, 38
market research in, 51–53
narrow definition of, 46–48
obsolescence of, 39–41
population myth and, 37–42
points of contention, 119
points of parity, 83, 86, 122, 123
customer value propositions and, 117–118, 119
Pontiac, 87–88
population myth, 36–42
Pour Your Heart Into It (Schultz and Yang), 78
presumption of value, 120
price premiums, 67
value perception and, 82–83
Cascade, 82–83
marketing strategy at, 177
Olay, 104
pricing and value in, 80, 82–83
production emphasis, 42–49
product managers, 3
products
based on consumer needs, 59–67
category growth, 64–66
creative destruction and, 48–49
design process for, 10, 61–64, 171
failure rate of new, 57
marketing or sales conflict and, 177–178
market segmentation by, 58
online information about, 22–23
provincialism in, 45–48
tailoring to life events, 5
profitability
customer versus product, 11
loyalty and, 155–156
sales versus marketing and, 171–172
promoters, 162–163, 165. See also recommendations
converting customers into, 169–170
monitoring, 167
net-promoter scores and, 154–155
promotion costs, 177–178
purpose brands, 66–69
advertising and, 68–70
extending or destroying brand equity and, 71–75
rarity of strong, 75–76
Quaker Chemical, 128–129, 130–131
Quicken Financial Planner, 59–61
Rackham, Neil, 171–193
Range Rover, 75
recommendations
consumer decision journey and, 18, 20–21
customer loyalty and, 156
customer satisfaction and, 152, 161–164
Red Hat Society, 143
Reichheld, Frederick F., 151–170
Reivich, Karen, 138–139
relationship management
customer, 8
customer cultivation and, 2–5
customer loyalty and, 158
marketing and sales, 179, 182–183
research and development (R&D)
customer-centric, 10
focus on, growth and, 49–54
Residence Inn by Marriott, 72
resonating focus value propositions, 118, 120–123
retention rates, 154–155, 156–157
Reynolds Metals Company, 31
Rockefeller, John D., 37
Rockwell Automation, 126
Rolls-Royce, 75
Rosenbaum, Mark, 145
Rust, Roland T., 1–13
Saddleback Church, 137, 144–145
sales, 171–193
feedback from, 186–187
integration checklist for, 188
marketing roles and, 173–177
relationship of, with marketing, 179–193
sources of friction between marketing and, 177–179
Saturn, 83
Sawzall, 72
Sayre, Kate, 97–111
Schau, Hope, 143
Schultz, Howard, 78
Scoble, Robert, 146
scripts, community, 147–149
service-oriented architecture, 2, 4
Sewing Circle script, 148
Shell Oil, 91
Silverstein, Michael J., 97–111
SKF USA, 126–127
Sloan, Alfred P., 87
SmartPlant P&ID, 122–123
social media
brand communities and, 137, 145–146
monitoring tools, 23
nonworking spend for, 19
product comments via, 23
Société Bic, 89–90
solar energy, 47
Soupy Snax, 68–70
Spohrer, Jim, 7
Starbucks, 67, 78–79, 80, 136, 138
streetcars, 35
substitutes, 38–39
Summer Camp script, 148
suppliers, 127–129
support, 90–91
surveys, customer satisfaction, 151–170
Taylor, Andy, 151–152, 168–169
television, 29–30
Tide, 93
touch points, 15–28
funnel metaphor on, 16–18
orchestrators and, 25–26
prioritizing and leveraging, 19–23
Tour Group script, 148
Toyota, 75
tracking studies, 92
training, value-proposition, 130–131
Trekkies, 143
Tribe script, 147–148
T-shaped people, 7
undefined relationship, 182, 183
usage imagery, 79
user imagery, 79
value
brand communities and creation of, 143
calculators, 126–127
case histories, 126–127
consumer perception of, 80, 82–83
customer cultivation and creation of, 4–5
customer value propositions, 113–131
documenting customer, 127–129
generation planning, 128
presumption of, 120
word equations, 125–126
van Rossum, Wouter, 113–131
Vans, 147
Virgin, 67
Wall Street Journal, 157
Warped Tour, 147
Web 2.0, 145. See also social media
web affiliations, 139, 140, 141
Whole Foods, 101
women, 97–111
future power of, 109–111
growth opportunities and, 100–108
increasing influence of, 99–100
time pressure on, 108–109, 110
as underserved market, 97–99
www.womenspeakworldwide.com, 98
Yang, Dori Jones, 78