Relevance: Making Stuff That Matters

Branding expert Manners says that marketers should give up the flashy practices of the last 50 years and instead focus on being more relevant--by showing customers how they can help solve their problems and improve customers' lives.

After years studying remarkable companies and speaking to some of the most influential leaders around, Tim Manners has discovered a solution to the marketing woes of many brands. Stop worrying about demographics, fads, and cutting-edge advertising. Instead, focus on relevance.
Manners shares how the best of the best create solutions to their customersa problems and help them live happier lives. Youall learn how:
a Levias reasserted relevance when it created wardrobe solutions for men.
a Dunkina Donuts stopped trying to mimic the look and feel of Starbucks and found success by delivering a simple, quick cup of joe.
a Hasbro reinvented board games for todayas time-pressed consumers.
a Kleenexas new germ-fighting tissues helped keep the company relevant by turning a useful product into a necessary one.
a Staples stopped wasting its shoppersa time with extraneous products.
a Nintendoas simple design for the Wii appealed to consumers of all ages and game designers alike, allowing it to outsell its competitors.
The path to sustainable growth for your brand begins with designing meaningful solutions and providing them when and where people need them most. "Relevance" will teach you how to becomeaand remainaindispensable.