Rocket

Rocket

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Silverstein, Michael J. | Bolden, Dylan | Jacobsen, Rune | Sajdeh, Rohan McGraw-Hill Education, 2016 Audio summary available
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IN THIS SUMMARY

Research has found that successful, enduring brands generate positive financial results. Firms with strong brands tend to have higher valuations and margins than peer companies. While brands are powerful, they are also fragile. Companies must take proactive steps to retain customers and keep customer satisfaction high. In Rocket, Michael J. Silverstein, Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh discuss the eight branding rules that help firms convert customers into loyal shoppers. They illustrate these principles with stories of leading organizations that have developed apostle brands, or brands with loyal customers who generate positive word-of-mouth interest and attract other customers. Apostle brands create apostle customers through trust, quality, consistent delivery, and personal fulfillment.