Peter Boatwright, Jonathan Cagan

Built to Love: Creating Products That Captivate Customers

• Gebundenes Buch

Produktbeschreibung

Leading companies do more than produce things that work better. Their products and services make customers feel better. They create captivating products that energize the marketplace and set the standard for what customers want and expect. But this isn t something you can add on after the fact. Your products and services must be built to love from the very start. This book tells you why and shows you how.

Peter Boatwright and Jonathan Cagan have worked with market-leading companies ranging from Fortune 100 corporations to niche firms in a variety of industries. They ve found that for companies to form deep bonds with customers, emotions must be generated by a product itself trying to associate emotions with a product simply through advertising is unreliable, expensive, and ultimately ineffective. They marshal stock market data that proves the bottom-line benefit of high-emotion products, as well as data showing that people are willing to pay more for products with emotionally rich features.

After demonstrating that authentic product emotion really does pay off, Boatwright and Cagan move on to how how emotion can be broken down into its core building blocks, how it can then be used to develop new products and services, and how product touch points, in particular visual touch points, deliver those emotions. Emotion can be built into any product or service a point vividly illustrated through case studies from a variety of industries.

Emotion is fundamental to all that is human, including the products we enjoy. Built to Love offers a clear method and a set of tools to help you gain loyal, even fanatical customers by going beyond mere efficiency and speaking to people s deepest needs and wants.

Produktdetails

• Verlag: Berrett-Koehler Publishers / McGraw-Hill Professional
• Seitenzahl: 192
• Erscheinungstermin: September 2010
• Englisch
• Abmessung: 246mm x 164mm x 19mm
• Gewicht: 434g
• ISBN-13: 9781605096988
• ISBN-10: 1605096989
• Artikelnr.: 29294775

Autorenporträt

Peter Boatwright is Associate Professor of Marketing, with an appointment in Mechanical Engineering, at Carnegie Mellon University’s Tepper School of Business. Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor in Mechanical Engineering, with appointments in the School of Design and Computer Science, at Carnegie Mellon University.

Inhaltsangabe

Foreword by Donna Sturgess
Preface
Introduction: Energizing the Marketplace
Chapter 1: Product Emotions
Chapter 2: The Profitability of Emotions
Chapter 3: The High Emotion Index: Stock Market Gains From Emotion
Chapter 4: Pathways to Emotion
Chapter 5: Supported Emotions: The Key to Today's Leading Products
Chapter 6: Product Emotion Identity
Chapter 7: The Emotion of Form And Touchpoints to Create It
Chapter 8: Meeting Societal Needs: Positive Roles for Emotion
Chapter 9: Emotion's Role in Technology Products
Chapter 10: Taking Action: Transform Your Products and Brands to Captive Customers
Acknowledgments
Notes
Index
About the Authors

Rezensionen

Emotions have been underresearched and underutilized in designing a product s identity and strategy. Boatwright and Cagan have brilliantly filled this gap with Built to Love.
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University

Boatwright and Cagan present an engaging and compelling argument why product emotions drive product success. Built to Love uncovers the science of product emotion, rigorously proving the value of emotion to customers and showing how any firm can design captivating products and services.
Daniel H. Pink, author of Drive and A Whole New Mind

If rationality dictated every consumer decision, there would be no Apple, Google, Porsche, or Ferrari. The business principle that the healthiest margins accrue from emotion is well established, and every business strives to achieve that holy grail combination of quality product and sense irresistibility that constitutes business success. Boatwright and Cagan clearly understand this phenomenon, and their book provides an excellent framework by which these elements can be made more predictable.
Dee Kapur, President, Truck Group, Navistar International Inc.

Built to Love profoundly displays that emotional benefits are to be considered and managed at the same level as financial profit, industrial processes, or communications...emotion makes money. The book structures the emotional attributes of products and brands into rational and logical tools, providing a practical and actionable management approach. Boatwright and Cagan have achieved a most difficult task by offering clarity to the challenges of creating emotion in products.
François Bancon, General Manager, Exploratory and Advance Planning Department, Product Strategy and Product Planning Division, Nissan Motor Co., Ltd.