Companies like American Girl, Best Buy, and TiVo came out of nowhere to virtually own their respective markets. How did they scoop their bigger and wealthier competition? They kept their promises . . . and not just any promises, but dangerously ambitious promises. In fact, these companies Overpromised to lure customers in — and then Overdelivered to keep them.

Rick Barrera, marketing consultant, popular speaker and business coach, has studied these word-of-mouth-driven successes and concluded that they are masters of what he calls “TouchPoint Branding”. TouchPoint Branding is the art of making sure that every point of contact between a company and its customers is well executed, and fulfills an over-the-top brand promise.

In Overpromise and Overdeliver, you’ll see how a well-articulated brand promise -- and consistent Product, System, and Human “TouchPoints” (TouchPoint Branding’s three major components) — can create dramatic market differentiation.

The companies featured in the book start with an extraordinary product, supported by smoothly running systems (like the Sumerset Houseboats Web site), and add satisfying human contact (like the service at an American Girl store).

This Wall Street Journal best-selling title shows how an increasing number of cutting-edge firms are building breakthrough brands in record time. Barrera's in-depth research has unlocked the strategic secrets of American Girl, Lexus, Google, Tivo, The Container Store and many others. You'll gain insights into instant hits like iPod, Lunchables and other hot products.

Although you may have heard it said that smart companies “UNDERpromise and overdeliver”, in today’s crowded market, that’s not enough. Barrera’s insights and case studies can help any company Overpromise . . . and still Overdeliver.
  
Overpromise and Overdeliver describes a methodology that is attractive to managers, addictive to customers and devastating to competitors.
 
"In-depth case studies, tremendous core insights -- Overpromise and Overdeliver challenges even commodity businesses to find a bold new promise for their customers!" John Stiker, Sr. Vice President, Marketing, Bumble Bee Seafoods, LLC
 
"Rick Barrera turns the theories of branding into actionable steps that deliver real value." Mike Lawrence, Vice President Sales and Marketing, Building Insulation Division, Johns Manville

2005, Portfolio, hardcover, 240 pages, includes companion CD
ISBN 1-59184-061-9

Price: $25.95    

For Bulk Purchases: Purchase the book in quantity at $17 per unit (list price is $25.95). Contact Us to arrange a bulk purchase.

View Selling-related products