Remember the last campaign you paid for? Sales went up for two or three weeks, then fell back. Six months later, nothing measurable was left. You were buying attention, and attention is consumed the moment you pay for it.
There is a marketer in your organisation that you never hired and never pay. It works day and night: every time your name comes up and you are not in the room, every time a customer compares you with a competitor, every time a crisis puts you on trial. It is the image people hold of you. This book calls it the Hidden Marketer.
Built on doctoral research and field data from Arab and global brands, the book turns that idea into a practical system you can measure and run.
The Arabic edition, «المسوق الخفي», is complete. If you would like to read it in Arabic, contact us.
Advertising is an expense that gets used up. The Hidden Marketer is an asset that keeps growing.
Written for people who work with image every day
Entrepreneurs
building a brand without the budget for big campaigns, who need an asset that grows instead of an expense that burns.
Business owners and managers
who need to stand out in a crowded market of similar products.
Marketing and brand managers
who watch the effect of each campaign fade after two weeks and want to know why.
Decision makers
who approve budgets whose intangible returns nobody can measure.
Sales and service teams
who are the most important touchpoints with the customer, often without knowing it.
Content creators and professionals
building a personal brand that follows exactly the same rules.
What you will be able to do
- A clear understanding of how a mental image forms, and what feeds it every day without you noticing.
- A control panel of eight components that breaks the image into parts you can work on one by one.
- A measurement tool, the Hidden Marketer Index, that tells you where you stand today in numbers, not impressions.
- A four-phase implementation plan with tasks, teams and timelines, including what to do about crises before they happen.
- Checklists and worksheets to apply each chapter straight away.