Marketing with Strategic Empathy

Claire Brooks is president and managing director of ModelPeople Inc, a global branding company offering branding insights and strategic solutions to a wide range of international clients. Claire has almost 30 years' experience in brand management, brand planning and strategic market research with Fortune 500 companies and advertising agencies in both Europe and the US.

• Section - 01: Why marketing strategists need empathy;Section - 02: Strategic learning frameworks: needs, emotions, culture and decision-making;Section - 03: Reshaping the marketing strategy template, based on Strategic Empathy;Section - 04: The Strategic Empathy Process for marketing strategy formation: overview;Section - 05: The Strategic Empathy Process Phase One: Immerse – immersive research methods;Section - 06: The Strategic Empathy Process Phase One (continued): Immerse – immersive research tools and techniques;Section - 07: The Strategic Empathy Process Phase Two: Activate insights into strategy;Section - 08: The Strategic Empathy Process Phase Three: Inspire – communicate strategic learning;Section - 09: The Strategic Empathy Process in a non-profit organization

"'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big "AHA" moment more quickly and more frequently than any other insights professional I have worked with.'"