Relevance
The Power to Change Minds and Behavior and Stay Ahead of the Competition
1st Edition
Published on 3. April 2014
Book
Hardback
194 pages
978-1-937134-82-2 (ISBN)
Description
Today, when companies and customers are faced with an infinite number of messages, the word "relevance" has taken on a new meaning and dimension. We know that relevance matters, but what does that mean exactly? Andy Coville guides leaders and executives toward the realization that if they can focus on a single, guiding principle--a magnetic one--that permeates their brand or company, customers will not only engage but change thinking and behavior in turn. Relevance takes us through the dimensions of relevance--both qualitative and quantitative--in order to find the starting point on the Relevance Scale: where we are and where to go from here. The book walks the reader through the elements of staying relevant as well as the circumstances that contribute to establishing a relevance platform. The author offers many examples as well as explaining messaging strategies. Whether you are working with a consumer product, a nonprofit, or a B2B company, Andy Coville believes you, your brand, or your company have the power to change and influence behavior and make an impact.
Reviews / Votes
"Any serious business person needs to understand this book's message." -- Jeffrey F. Rayport, best-selling author and Harvard Business School professor "In the non-profit world, you need to engage the hearts and minds of people to believe in and support your mission. Creating relevance is essential to creating emotional attachment to your brand. This book gives fresh insight into making that happen." -- Greg Donaldson, former National VP of Corporate Communications at the American Cancer Society "This is much more than a 'business book.' Whether you're advancing a product, idea, candidate or cause, it's essential to be relevant in this noisy world. Here's how."-- Joe Trippi, owner, Trippi & Associates "Marketing has never been more challenging. The people you are trying to reach are busier than ever, distracted, and overwhelmed by commercial messages of all kind. If you can show them what your product or service does is relevant to their lives, they will at least listen to you. This book shows you a new approach to break through all the clutter by being relevant." -- Dan Collins, Division VP of Corporate Communications, Corning Incorporated "We sell to the world. That can be complicated, but Andy Coville shows that relevance is a universal force. Her insights on influencing customer decision-making can deliver powerful results wherever you do business." -- Minjung Sung, PhD, associate professor, Chung-Ang University "Andy Coville demonstrates how something can be relevant to one generation yet completely foreign to another. Read this book and discover new behavior triggers, how they differ among age groups, and how to engage them at will."-- Erica Dhawan, founder & CEO, CotentialMore details
Language
English
Place of publication
Brookline
United States
Publishing group
Taylor & Francis Inc
Target group
Professional and Professional Practice & Development
Product notice
Unsewn / adhesive bound
Cloth over boards
With dust jacket
Dimensions
Height: 218 mm
Width: 142 mm
Thickness: 20 mm
Weight
386 gr
ISBN-13
978-1-937134-82-2 (9781937134822)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Andrea Coville is the CEO of Brodeur Partners, a global public relations agency headquartered in Boston, Mass. She has managed the firm since 1999 and has led the agency's emergence as a technology leader. A hands-on executive who had led several of the agency's global accounts, Andy has guided strategic communications platforms for corporations and brands including Phillips, Toshiba, Mastercard, IBM, Fidelity Investments, and the American Cancer Society. Andy conceived Brodeur's strategic planning platform of Relevance and led the agency's transformation into an integrated communications firm built around behavioral change, digital strategy, and creative insight. She has a strong interest in women's leadership issues and has presented at Harvard's Kennedy School and the Wharton School of Management on that subject. Andy graduated from the University of New Hampshire with a degree in Journalism and is the mother of four children.
Content
Executive Summary, 1 Are You Relevant?, 2 Everything Is Personal, 3 Dimensions of Relevance (I): Quantitative, 4 Dimensions of Relevance (II): Qualitative, 5 Dimensions of Relevance (III): Circumstances, 6 Why Are We Making This Effort?, 7 How to Become (and Stay) Relevant, 8 Relevance and Innovation, 9 How to Become Irrelevant, 10 How to Regain Relevance, Conclusion: Final Takeaways, Appendix: Organizational Relevance: Frameworks and Profiles, Endnotes, Index, About the Author