Overview

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.

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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. He's a three-time NCAA National Champion coach and a passionate observer of human behavior. Kyle Tait is a professionally trained voice actor and sports broadcaster based in Atlanta, Georgia. He's done voice work for TV and radio ads around the world, corporate training videos, whiteboard and explainer videos, documentaries, audiobooks, and more. He's narrated more than twenty titles on Audible and iTunes, across genres spanning from sports history to crime thrillers to self-help. In addition to his voice work, Tait is an established sports broadcaster, calling baseball, basketball, and football on ESPN3, as well as serving as a studio host on multiple national college networks with IMG College.

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