My Books
The FOMO-Flip Method
Creating Must-Have Brands
Dr. Dan Herman
This is the most important book written for managers aspiring to achieve above-market profitability.
There are brands that customers are not willing to give up and happily pay premium prices, while other brands struggle for every deal.
The secret lies in sophisticated leverage (not manipulation that creates urgency) of the FOMO phenomenon, the Fear of Missing Out,
which I had the honor of being the first to discover and name.
FOMO is the most significant Game Changer in contemporary marketing.
In my new book I reveal for the first time the complete method for creating brands that customers feel compelled to buy.
Without them, they feel they are missing something vital in their lives.
The book is based on years of research and work with CEOs and companies worldwide.
It presents a completely new understanding of consumer behavior and branding.
An understanding that explains why brand loyalty has disappeared, why customers make decisions faster than ever, and why traditional marketing methods are ceasing to work.
Who is the book for?
I wrote this book first and foremost for CEOs and VPs of Marketing, even though it is a high-level professional book in the field of branding that goes into implementation details.
In addition, this book is undoubtedly a valuable resource for branding professionals seeking ways to succeed in today's and tomorrow's markets.
If you want your brand to transform from an option to a 'must-not-miss', this book was written for you.
What will you get from the book?
The book includes a first section on deep understanding of the Fear of Missing Out — the most important driver today of our customers' behavior.
The practical tools allow you to identify your customers' most powerful motivations,
the "super motivations" where desires are accompanied by the fear of missing out.
The book shows how to segment customers based on their FOMO and create profiles.
On this basis, the book practically describes a five-step methodology for creating brands that customers feel they must not miss.
The FOMO-Flip Branding method allows the brand itself to become the object of FOMO.
Part of the methodology is identifying five customer journey patterns (not one!)
and five marketing models based on the type of FOMO experienced by customers in each of the five journey patterns.
One or more of these marketing models fits your business like a glove, which is why the method is called the 'Glove Method'.
Another important part of the methodology is practical tools for creating additional brand value, a topic discussed extensively but with almost no practical information available.
These are psychological and social benefits the brand itself provides, beyond the product.
A methodology that turns psychology into profits.
The Think-Short Branding method provides tools for achieving fast, meteoric marketing successes in FOMO-driven markets.
The book includes more than 20 chapters. It offers insights and tools for immediate implementation in your marketing.
It is packed with examples from around the world — large and small brands across various industries — and case studies that illustrate how to apply every tool in the book.
In Summary
We live in an era where about 90% of customers are driven by FOMO.
Brands that know how to leverage this achieve peak profitability.
Brands that don't — struggle to survive.
This book gives you the knowledge you need to create brands that give your customers something no competitor can provide:
the feeling that without them, they are missing the life they want to live.
Additional Books I Have Written
Unfair Advantage
Winning Strategic Management in a World of MBA Clones
Dr. Dan Herman
This book will provide you with a new understanding of consumers, beyond anything you've learned from market research you've conducted or professional literature you've read.
You have an unfair advantage when your customers think there is no substitute for you and your competitors don't imitate you. The book offers innovative approaches and practical strategic management methods for achieving this type of competitive advantage.
Most of your competitors are MBA graduates who think and act in typical ways. They are MBA clones. The book will show you how to exploit the thinking biases of your competitors to gain an advantage over them and to ensure they won't imitate you.
"Unfair Advantage" will also provide you with a new understanding of consumers, beyond anything you've learned from market research you've conducted or professional literature you've read.
The book is out of stock
The Brand Builder's Guide
How will you turn your product, your organization, your idea, yourself,
into an irresistible brand?
Dr. Dan Herman
I examined and analyzed dozens of brand development methods in the field. I delved into the methods of the world's leading experts, major advertising agencies, and top branding firms. I took pieces, refined them, improved them, and added from my own knowledge and experience. I tracked research innovations in marketing, communications, psychology, and consumer behavior. In the end — I translated everything into practice. Into rules and tools. Into a complete and comprehensive methodology for building brands.
The book is out of stock
Outsmart the MBA Clones
The Alternative Guide to Competitive Strategy, Marketing and Branding
Dr. Dan Herman
The book presents a complete methodology of business and managerial thinking 'outside the MBA box' in the areas of strategy, marketing, and branding, enabling the reader to achieve competitive advantages over 'MBA clones' by exploiting their thinking and action biases. A central theme in the book: a method for creating differentiation that excites customers and that competitors are not inclined to imitate.
Click to purchase the book on Amazon
The Birth of a Brand (in Russian)
The book was published in Moscow, Russia
Dr. Dan Herman
I Want to Be a Brand (in Turkish)
A collection of articles by Dr. Dan Herman
The book was published in Istanbul, Turkey
Chapters in Academic Literature
"FoMO - The Fear of Missing Out"
Chapter in - "Consumer Behavior: Implications for Marketing Strategies"
Edited by G. Radha Krishna
"The Making or Faking of Emotionally Significant Brands: Creating a Genuine 'Feel Appeal' for Your Brand"
Chapter in "Emotional Branding - An Introduction"
Edited by N. Taher