Customer Experience Branding: Driving Engagement Through Surprise and Innovation

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9780749477509: Customer Experience Branding: Driving Engagement Through Surprise and Innovation
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Reseña del editor:

The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications.

Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.

Biografía del autor:

Thomas Gad was an experienced and inspirational international branding authority, with more than 30 years of experience with many famous brands including Nokia, BMW, Virgin, SAS, Deutsche Bank and Spotify. He was the author of the acclaimed book 4-D Branding and co-author of Managing Brand Me and Beyond Branding and was based in Stockholm, Berlin and Palo Alto, CA, where he ran his own international consultancy business with offices in Scandinavia, Germany, the USA, Russia and the UK.

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Thomas Gad
Publicado por Kogan Page Ltd, United Kingdom (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
Nuevo Paperback Original o primera edición Cantidad disponible: 1
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Descripción Kogan Page Ltd, United Kingdom, 2016. Paperback. Condición: New. 1st ed.. Language: English . Brand New Book. The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand s success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result. Nº de ref. del artículo: LIB9780749477509

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2.

Thomas Gad
Publicado por Kogan Page Ltd, United Kingdom (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
Nuevo Paperback Original o primera edición Cantidad disponible: 1
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Descripción Kogan Page Ltd, United Kingdom, 2016. Paperback. Condición: New. 1st ed.. Language: English . Brand New Book. The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand s success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result. Nº de ref. del artículo: LIB9780749477509

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Gad, Thomas
Publicado por Kogan Page (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page, 2016. Condición: New. A game-changing account of how to retain an element of surprise in branding strategy to skilfully manage consumer perceptions from the bestselling author of "4-D Branding" and "Managing Brand Me". Num Pages: 192 pages, black & white illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 158 x 234 x 16. Weight in Grams: 304. . 2016. Paperback. . . . . . Nº de ref. del artículo: V9780749477509

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Thomas Gad
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Condición: New. pp. 176. Nº de ref. del artículo: 371248982

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Thomas Gad
Publicado por Kogan Page 2016-09-03, London (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page 2016-09-03, London, 2016. paperback. Condición: New. Nº de ref. del artículo: 9780749477509

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Thomas Gad
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Descripción Kogan Page Ltd. Paperback. Condición: New. New copy - Usually dispatched within 2 working days. Nº de ref. del artículo: B9780749477509

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Thomas Gad
Publicado por Kogan Page Sep 2016 (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page Sep 2016, 2016. Taschenbuch. Condición: Neu. Neuware - Now more than ever before has the individual had the ability to wield enormous power and gain exposure across cultures, continents and media. That gives rise to the undeniable place consumer perception must occupy at the heart of any brand, providing a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presenting a series of challenges around retaining their attention, and fostering positive relationships with them. Sometimes the secret of a brand's success lies in its ability to nimbly respond to unexpected adoption of its products or services by consumers, so surprise can work two ways. In essence a brand must continue to introduce innovative and intriguing experiences to customers to remain differentiated from the herd, and to deliver a human message amongst increasingly automated and unremarkable communications.On the basis of experience at the forefront of new branding developments at market leading companies, and now enlightened by the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are derived from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, IKEA, Google, GoPro, Uber, Instagram, Adidas, KLM and Handelsbanken and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result. 168 pp. Englisch. Nº de ref. del artículo: 9780749477509

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Thomas Gad
Publicado por Kogan Page Ltd (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page Ltd, 2016. PAP. Condición: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. del artículo: F6-9780749477509

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Thomas Gad
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ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page, 2016. Condición: New. Nº de ref. del artículo: EH9780749477509

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Thomas Gad
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Descripción Kogan Page, 2016. Condición: New. book. Nº de ref. del artículo: ria9780749477509_rkm

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