About This Book

What I hope you find here is encouragement to adopt a more value-driven approach to marketing. In more practical terms, what you’ll discover as you thumb through this book are musings about achieving brand alignment, communicating authenticity, starting a conversation with your customers and offering them real value – all the essentials of a Honey Pot strategy.

These musings are organized in five sections:

• Chapter 1 explains what a Honey Pot is and why value-based, “pull” strategies are so attractive.
• Chapter 2 surveys the media context, highlighting key trends that call for a value-based response.
• Chapter 3 examines the principles that make a Honey Pot strategy succeed.
• Chapter 4 describes tactics that can sweeten your Honey Pot and add more brand value.
• Chapter 5 looks at the big picture and speculates about where Honey Pot thinking may take you.