Customer Experience Branding: Driving Engagement Through Surprise and Innovation

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9780749477509: Customer Experience Branding: Driving Engagement Through Surprise and Innovation

“Surprise and delight” is a customer service tactic used by brands to ensure customer loyalty, such as MasterCard’s “Priceless Surprises” campaign, which rewarded uses with unexpected gifts. The challenge for brands is to keep creating these incentives that are continually innovative and attention retaining.  On the other hand, surprise can also work the other way, such as when a brand’s product gets unexpectedly adopted/used by a large group of people.  Branding expert Thomas Gad argues that a brand’s success lies in its ability to quickly and nimbly respond to this surprise.  He expertly reviews the considerations when devising brand strategy that introduces an element of newness and interest into customer interactions.  He uses case studies from that have continually achieved this, including Apple, Starbucks, Virgin, LEGO, IKEA, Google, Uber, GoPro, Instagram, and adidas.

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About the Author:

Thomas Gad is a Branding Expert at Wellington Partners Venture Capital as well as the owner of his own consulting company with offices in Palo Alto, California.  He has worked with Nokia, BMW, Virgin, Deutsche Bank, and Spotify.  He is the author of 4-D Branding (Financial Times/Prentice Hall) and contributed a chapter to Beyond Branding (Kogan Page).

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1.

Thomas Gad
Editorial: Kogan Page Ltd, United Kingdom (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
Nuevos Paperback Primera edición Cantidad: 10
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The Book Depository
(London, Reino Unido)
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Descripción Kogan Page Ltd, United Kingdom, 2016. Paperback. Estado de conservación: 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. de la librería AA99780749477509

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Thomas Gad
Editorial: Kogan Page 2016-09-03 (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page 2016-09-03, 2016. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-LBR-01901407

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3.

Thomas Gad
Editorial: Kogan Page Ltd, United Kingdom (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
Nuevos Paperback Primera edición Cantidad: 10
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(London, Reino Unido)
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Descripción Kogan Page Ltd, United Kingdom, 2016. Paperback. Estado de conservación: 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. de la librería AA99780749477509

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Thomas Gad
Editorial: Kogan Page 2016-09-03 (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page 2016-09-03, 2016. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-GRD-05443430

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Thomas Gad
Editorial: Kogan Page 2016-09-03 (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page 2016-09-03, 2016. Paperback. Estado de conservación: New. Nº de ref. de la librería NU-TBS-00003479

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Gad, Thomas
Editorial: Kogan Page (2016)
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Descripción Kogan Page, 2016. Estado de conservación: 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. de la librería V9780749477509

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Thomas Gad
Editorial: Kogan Page (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page, 2016. Estado de conservación: New. Nº de ref. de la librería L9780749477509

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Gad, Thomas
Editorial: Kogan Page 9/28/2016 (2016)
ISBN 10: 0749477504 ISBN 13: 9780749477509
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Descripción Kogan Page 9/28/2016, 2016. Paperback or Softback. Estado de conservación: New. Customer Experience Branding: Driving Engagement Through Surprise and Innovation. Book. Nº de ref. de la librería BBS-9780749477509

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Thomas Gad
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Descripción Estado de conservación: New. pp. 176. Nº de ref. de la librería 371248982

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Gad, Thomas
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Descripción Kogan Page. Estado de conservación: 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. . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780749477509

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