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The Participation Game: How the Top 100 Brands Build Loyalty in a Skeptical World by Norty Cohen

The Participation Game: How the Top 100 Brands Build Loyalty in a Skeptical World

by Norty Cohen
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Book cover type: Hardcover
  • ISBN13: 9781940858296
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Ideapress Publishing
  • Publisher Imprint: Ideapress Publishing
  • Publication Date:
  • Pages: 229
  • Original Price: USD 24.95
  • Language: English
  • Edition: N/A
  • Item Weight: 499 grams
  • BISAC Subject(s): Marketing / Research and Consumer Behavior

How The Top 100 Brands Build Loyalty In A Skeptical World: Today's consumers are in charge of the ads they see - and the brands they choose to let into their world. Their friends are generating hundreds of interesting and compelling posts a day and commanding their attention.

For marketers who assume they can join the conversation, the question is not just how to get some of this attention. It's how to give it. Even though the game has changed, many brands still play by the old rules - assuming that consumers want to welcome their messaging. Yet other brands easily build authentic connectivity and lead consumers through the purchase funnel to loyalty.

When Creative Agency Moosylvania's Owner, Norty Cohen, opened his own research facility six years ago, his team set out to answer the question, "How and Why Do Consumers Adopt Brands?" The author's team asked the write-in question, "Name Your Three Favorite Brands," a total of 5,000 times over a five-year period. Given the responses, the Moosylvania team probed into how and why they became their favorites.

In this entertaining and informative journey, consumer responses match up to case studies, key findings and interviews with top brands. The study reveals a new approach - asserting that brand participation is the X factor to building loyalty.

For five years, "The Top 100 Brands Report" has been featured in The New York Times, Forbes, Entrepreneur and Business Insider.

Cohen, Norty: - "Norty Cohen is a creative/account guy/researcher whose agency, Moosylvania, develops programming for top national brands. His agency houses a research facility on its campus - and they use national research services to continually dig into consumer motivation. He is featured speaker on national marketing panels and has presented his work at AT&T, Western Union, Taco Bell, Burger King and numerous CMO conferences. The updated study is featured annually in Business Insider and other publications. His other passions include serving as an Executive Board Member of Gateway to Hope, a Breast Cancer Lifeline and playing music in a rock band. He lives in New York and St. Louis."

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