Andrea Coville

Relevance (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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...

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Produktdetails

• Verlag: Bibliomotion, Inc.
• Erscheinungstermin: 11. März 2014
• Englisch
• ISBN-13: 9781937134839
• Artikelnr.: 40629374

Autorenporträt

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.

Inhaltsangabe

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