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Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville

Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition

by Andrea Coville
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Book cover type: Hardcover
  • ISBN13: 9781937134822
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Bibliomotion
  • Publication Date:
  • Pages: 194
  • Original Price: GBP 30.99
  • Language: English
  • Edition: N/A
  • Item Weight: 386 grams
  • BISAC Subject(s): Marketing / General, Public Relations, and Business Communication / General

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.

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."

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