Peter Boatwright, Jonathan Cagan

Built to Love (eBook, ePUB)

Creating Products That Captivate Customers

• Format: ePub

Produktbeschreibung

Offers data-driven proof that products and services appealing to customer's emotional needs outsell the competition Provides a clear method and set of tools to enable companies to develop high emotion products and services Includes case examples from a wide variety of industries Emotion is the single greatest lever in building enduring relationships with customers-it's what makes them not just purchase a product or service, but get excited about it. Leading companies do more than produce things that work better. They address their customers' emotional needs-they make them feel better. 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 shows you how. Peter Boatwright and Jonathan Cagan have worked on product and brand strategy with market leaders like Apple, Whirlpool, International Truck, PG&E, and many others. They've found that to really connect with customers emotions must be generated by the product itself, not simply tacked on through advertising. And they prove the bottom-line value of product-driven emotion by analyzing the stock performance of companies that sell high-emotion products and through data that show people are willing to pay more for products with emotionally-rich features. After showing that authentic product emotion really does pay off, they move on to how-how emotion can be broken down into its core building blocks, how it is then used to develop new products and services, and how product touchpoints -in particular visual touchpoints - deliver those emotions. Engaging case studies from a variety of industries will help you understand how to integrate emotion into your products and services, regardless of the nature of your business. Emotion is fundamental to all that is human, including the products we enjoy. Built to Love will help you gain loyal, even fanatical customers by going beyond mere efficiency and speaking to their deepest needs and wants.

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Produktdetails

• Verlag: Berrett-Koehler Publishers
• Seitenzahl: 216
• Erscheinungstermin: 6. August 2010
• Englisch
• ISBN-13: 9781605097008
• Artikelnr.: 38329953

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.