Saturday, June 25, 2022

Understanding customer motivations essential to success says branding proponent

Posted by Elena del Valle on August 3, 2012

Customers First book cover

Customers First book cover

Photos: Newman Communications

What drives your customers? How do you create a brand that attracts loyal, profitable customers to your business? The correct answers to these questions could ensure the success of a company.

Bolivar J. “BJ” Bueno, founder and managing partner, The Cult Branding Company believes that most businesses struggle because they are not clear on the identity of their target customer; that they can’t rely on market research and focus groups for the answers because 90 percent of consumer behavior is unconscious; and that customers today are empowered, skeptical and educated consumers.

In Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most (McGraw-Hill Professional, $26), his newly published 218-page hardcover book, he examines the strategic competitive advantage he believes comes from a complete, comprehensive understanding of a brand’s best customers. The book is divided into twelve chapters and four main parts, Introduction: Things Have Changed; Modeling Defined; Building Your Brand Model; and Deploying Your Model.

Bolivar J. Bueno, author, Customers First
Bolivar J. Bueno, author, Customers First

Bueno says in the first chapter that there is no longer business as usual and that newcomers have to create a new normal. Customer awareness and loyalty, he explains in the next chapter, is what creates and expands a brand. Developing a great Brand Model, he says later in the book, requires time and adherence to that model. The author believes that effective predictions of consumer behavior helps make companies and their products or services dominant in the market.


Customers First book cover

Click to buy Customers First