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Why do some companies create such strong affection for their brands that their customers are compelled to become active brand champions? Is there a secret?
The Compass and the Nail presents an unconventional perspective of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonia’s former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any product or service who desire fiercely loyal behavior.
Wilson’s narrative is one of cultural empathy and thought disruption critical to the new global economy. It is a practical model that defines how companies, governments, and institutions relate to their end users. By illuminating the phenomenon of “following,” and how it can be methodically applied to a larger context, this book demonstrates how those relationships can be refashioned to optimize human interactive experience. It challenges us to use our economic powers for good to design the new Responsible Economy in an effort to save the planet. If companies realize consumers “don’t buy what you do, they buy why you do it,” Wilson shows us how.
- Sales Rank: #230520 in Books
- Brand: Wilson, Craig
- Published on: 2015-08-18
- Original language: English
- Number of items: 1
- Dimensions: 8.40" h x 1.20" w x 5.80" l, .0 pounds
- Binding: Hardcover
- 280 pages
Review
"This high-level discussion of how to engender brand loyalty deserves to be a seminal work on the subject." —Foreword
About the Author
Craig Wilson is an entrepreneur, consultant, author, and coach. He has founded three businesses, just recently selling the theater production company he and his wife founded in 1990. He is a leading authority on loyalty, brand development, and direct marketing and counts some of the world’s most iconic brands in his listing of experience including Kiehl’s, Patagonia, Seventh Generation, prAna Living, Burton Snowboards, and Revolution Living, among others. He’s a three-time NCAA National Champion coach and a passionate observer of human behavior.
Over the past decade Craig has studied the direct marketing businesses that create the most passionate, loyal customers and holds a firm belief creating advocacy is possible anywhere. Craig began his career as an NCAA Division One Sailing Coach. Winning his first National Championship was the springboard to understanding what motivates people’s actions. He launched a theater production company in 1990, wrote and produced a highly successful, interpersonal skills based seminar called Playing With Fire, and while with Patagonia, Craig developed their direct business strategy based on a seminal consumer behavior study, forming the first truly multi-channel marketing organization, growing the direct channel from $2M to $100M over a six-year period.
Craig is a sought after speaker and has lectured on the topic of loyalty and advocacy as the basic tenet of branding strategy at the University of Southern California, the University of California, and Pepperdine University's Graziadio Graduate School of Business. He’s the co-author of "Creating Advocates," a peer reviewed study on why consumers become fans of brands. The Compass and the Nail is his first book.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Wonky but Smart
By john moore
Patagonia is a revered brand not only for its products, but also for its purpose-driven environmental ways. The brand has cultivated a deeply loyal following. Craig Wilson spent eight years at Patagonia in various upper-level marketing roles and he shares smart thinking in this book.
His various “Band Ecosystem” diagrams describing how to forge customer loyalty the Patagonia way are too wonky for this marketer to understand enough to act upon.
However, this one money quote from the book is sticking with me and causing me to refocus my marketing efforts: “Share your beliefs. Demonstrate how they integrate into your product, design, and presentation. Communicate what inspires your particular esthetic. Those that believe what you believe will become part of your tribe.“
By voicing its strong point of view, Patagonia is able to attract like-minded customers that aren’t tied to functional marketing triggers of price, promotion, or distribution. Instead, Patagonia endears itself to customers through emotional triggers. Mine this book for some solid nuggets on how to create customer loyalty the Patagonia way.
0 of 0 people found the following review helpful.
Well written, new ideas and a new way to view contemporary organizational needs.
By Matt Weaber
Excellent book, so many great ideas, not to mention dozens of great book and article references...the only problem was trying to highlight the 'important' sections...I found myself highlighting so much that it was defeating the purpose. Also enjoyed the phylosophy and psychology quotes throughout the book, it made for a more entertaining read than most 'business' books.
2 of 3 people found the following review helpful.
A 21st Century Masterpiece!
By G. Whitehill
I read this quote recently and it absolutely reminded me of Craig’s book: "…..because if you want the benefits of something in life, you have to also want the costs."
WARNING: Understanding, implementing, and scaling the frameworks from this book is not for the lazy, unthoughtful, or uncommitted. The majority of things written today are for those who have a gnats 5secs of an attention span. If that is you, this book is NOT for you. You will not get a “5 top steps to success” or a “here is the secret” tirade. Those types of books are gimmicks, spending 200pgs pontificating about observations which are unscientific, lack empirical evidence, and whose assumptions and assertions are suspect at best. Though reading those types of books may make you believe you’re an overnight Wizard of Oz, they do much more harm than good.
On the other hand, if you are looking to ensure your path to success, with a humble bit of dedicated time and reflection, Craig’s book IS FOR YOU. Craig clearly wrote this book because he cares about humanity and its future (as his personal perspectives are shared toward the end of the book). He is interested in building leaders and empowering those who are willing to put in the work.
For the past 15yrs I have been steeped in helping bring structural change to nations across the world socially, politically, and economically. On the back of my experience in 50+ countries, I can honestly say the paradigms and practices Craig reveals (when implemented correctly) do bring thoughtful, proactive, and principled change. As he alludes to in his book, there are no easy answers to structural reform of any kind in the complex world we live today. But there is a pathway to achieving clear, actionable, implementable and scalable solutions. Craig’s methodology does just this – which is the first of its kind that I have seen, ever.
This is a serious, well thought out, practical roadmap for 21st Century solution-building. Done correctly, Craig's methodology will challenge your assumptions and stretch your brain about everything, provide a principled way to get your team/vision/company/economy back on a strategic and principled course, all while making the world a better place.
Thinking about the implications of Craig’s book over the next decade, as the world faces food, water, environmental and other insecurities - maybe this is why when recently asked at the ERNST & YOUNG Conference on Growth “what is the one book you would recommend the audience read ASAP,” the President of SAP responded with her endorsement of this very book.
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