Create Brand Attraction

A New Strategy that Uses the Laws of Human Attraction to Decode Marketing in a Digital and Social Media Age

by Michael Kotick



Book Details

Language : English
Publication Date : 5/15/2017

Format : Hardcover
Dimensions : 5.5x8.5
Page Count : 190
ISBN : 9781480841277
Format : Softcover
Dimensions : 5.5x8.5
Page Count : 190
ISBN : 9781480841260
Format : E-Book
Dimensions : N/A
Page Count : 190
ISBN : 9781480841284

About the Book

LIVING IN A MEDIA LANDSCAPE FILLED WITH NEW DEVELOPMENTS and rapidly evolving consumers, marketers have struggled to make sense of it all.

Michael Kotick, a longtime senior marketing executive, helps you navigate the treacherous terrain in this essential guide for anyone concerned about building goodwill, boosting a brand, and making sales. Instead of overcomplicating modern marketing strategy with jargon, he explains how to use an intuitive, attraction-based framework to understand what successful marketers are doing, how they’re doing it, and where they’re headed next.

He explores topics like pickup lines and why nice guys finish last, primarily using the psychology of attraction to uncover what people really want from brands today. He also shares case studies from some of the world’s best brands, including Chrysler, Burberry, and Sharpie. Go beyond Instagram envy, engagement rates, and the list of rules that marketers have created for themselves to get to the crux of the matter: being interesting and likable to Create Brand Attraction.

This is not your average business book. Kotick begins by reminding us that marketers are people too, and our job is straightforward: We need to help people like our brands. From that insight, he lays out a refreshingly simple way to approach just about any new platform or marketing strategy challenge.
—Jason Burby, POSSIBLE, President, Americas

In a refreshingly honest account of his own personal experience, Kotick succeeds at offering a ‘how to’ framework without resorting to the same-old, same-old of other, far less readable, business books.
—Thomas Gensemer, Burson Marsteller, Chief Strategy Officer

About the Author

Michael Kotick is recognized in the marketing world, having served in leadership roles that range from traditional brand building and business acquisitions to digital marketing strategy. His unconventional and successful marketing initiatives across several brands for Fortune 100 companies (most recently as a Marketing Director at Nestlé) have been featured in Fast Company, AdAge, AdWeek, e-Marketer, and more.