Kevin Ford – författare

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.

Tired of leadership clichés?Ready to become a truly life-changing leader?In The Leadership Triangle, Kevin Ford and Ken Tucker explain the three types of challenges leaders face and the three options they have to choose from to confront these challenges, offering practical tools to help leaders from all walks of life. Weaving together innovative leadership principles and personal conversations with some of the world's greatest leaders in business and the nonprofit world, The Leadership Triangle will become a well-thumbed companion in your own leadership journey.You will learn how to:• Recognize leadership challenges for what they really are• Choose strategies based on the specific challenge you face• Build incredible, high-functioning teams to overcome any challenge• Implement cutting-edge strategies and tools that will revolutionize the teams you lead