{"product_id":"make-your-brand-matter-9781119860341","title":"Make Your Brand Matter","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eCombine brand and experience into a single, exciting whole to drive growth\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eThe Digital Transformation era has come and gone. Experiential concepts like personalization, transparency, transference, uniquity, and immediacy are now table stakes in an increasingly connected and responsive market. Companies that failed to ante up are already goneor fading fast. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eMake Your Brand Matter\u003c\/i\u003e, serial entrepreneur and brand strategist Steve Soechtig delivers an eye-opening discussion of the post-Digital Transformation era in which we now live. The book walks you through the evolution of brand and experience, leveraging examples of historical and digitally native brands that have succeeded and failed to seize the digital moment. \u003c\/p\u003e\u003cp\u003eYou'll discover brands that enabled new customer acquisition, customer value optimization, and customer loyalty, all the while realizing that brand and experience are two sides of the same coin. The book also offers: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eStrategies, techniques\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eIntroduction xi\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBetter Lucky Than Good xiii\u003c\/p\u003e \u003cp\u003eWhat to Expect from This Book xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Far Too Brief History of Brand Strategy 1\u003c\/p\u003e \u003cp\u003eThe Emergence of Modern Brand Strategy 2\u003c\/p\u003e \u003cp\u003eThe Intersection of Brand and Experience 3\u003c\/p\u003e \u003cp\u003eThe Criticality of Experience 10\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Dawn of Digital 15\u003c\/p\u003e \u003cp\u003eThe Birth of the Internet 17\u003c\/p\u003e \u003cp\u003eOnline Advertising Begins 18\u003c\/p\u003e \u003cp\u003ePersonalization of the Online Customer Experience 19\u003c\/p\u003e \u003cp\u003eThe E- Mail Explosion 23\u003c\/p\u003e \u003cp\u003eCustomer Expectations and Technological Innovation 25\u003c\/p\u003e \u003cp\u003eEmerging from the Digital Transformation Era 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocusing on the Modern Consumer 31\u003c\/p\u003e \u003cp\u003eMillennial Expectations 32\u003c\/p\u003e \u003cp\u003eGeneration Z Expectations 35\u003c\/p\u003e \u003cp\u003eThe Customer Funnel 36\u003c\/p\u003e \u003cp\u003eAwareness 37\u003c\/p\u003e \u003cp\u003eEvaluation 40\u003c\/p\u003e \u003cp\u003eTransactions 43\u003c\/p\u003e \u003cp\u003eEngagement 44\u003c\/p\u003e \u003cp\u003eLoyalty 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBelieving in Your Brand and Redefining Your Strategy 47\u003c\/p\u003e \u003cp\u003eExperience Defines the Brand 48\u003c\/p\u003e \u003cp\u003eBuilding a Culture Through Data Analytics and Engagement 53\u003c\/p\u003e \u003cp\u003eLocation Through Data Analytics 55\u003c\/p\u003e \u003cp\u003eLeveraging Technology to Drive Engagement and Growth 56\u003c\/p\u003e \u003cp\u003eTurning Brand Promise into Reality 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelling Experiences, Not Products 61\u003c\/p\u003e \u003cp\u003eCommoditized Brands Become Invisible 62\u003c\/p\u003e \u003cp\u003eCustomers Control Branding 63\u003c\/p\u003e \u003cp\u003eReplacing Products with Experiences 64\u003c\/p\u003e \u003cp\u003eA Foundation of Innovation and Performance 65\u003c\/p\u003e \u003cp\u003eCreating an Engaged Community 69\u003c\/p\u003e \u003cp\u003ePivoting to Gain Market Share 74\u003c\/p\u003e \u003cp\u003eThe Fusion of Digital and Physical Personalization 76\u003c\/p\u003e \u003cp\u003eCustomer Connection, Personalization, and Omnichannel Strategy 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTime Is the New Currency – Anticipating without Being Invasive 85\u003c\/p\u003e \u003cp\u003eCollapsing Time 86\u003c\/p\u003e \u003cp\u003eTime- Saving Conveniences 90\u003c\/p\u003e \u003cp\u003eData- Driven Innovations 93\u003c\/p\u003e \u003cp\u003eMaking Quick Service Quicker 97\u003c\/p\u003e \u003cp\u003ePost- Digital Data and Loyalty 101\u003c\/p\u003e \u003cp\u003eFour Time- Based Lessons 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding a Novel Approach to Solving a Market Need 107\u003c\/p\u003e \u003cp\u003eAmbassadors of Innovation 109\u003c\/p\u003e \u003cp\u003eStrategic Innovations in CRM 112\u003c\/p\u003e \u003cp\u003eNovel Omnichannel Engagement 116\u003c\/p\u003e \u003cp\u003eBuilding Innovation into Your Brand Strategy 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHumanizing the Experience 123\u003c\/p\u003e \u003cp\u003eUnderstanding People’s Needs 124\u003c\/p\u003e \u003cp\u003eExpanding an Exclusive Market to Everyone 128\u003c\/p\u003e \u003cp\u003eHuman- First Engagement 130\u003c\/p\u003e \u003cp\u003eRisking Controversies for Growth 134\u003c\/p\u003e \u003cp\u003eHumanizing Effectively 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConnecting Your Customer with Your Cause 141\u003c\/p\u003e \u003cp\u003eEmbracing Corporate Social Responsibility 142\u003c\/p\u003e \u003cp\u003eShifting from Brand Identity to Social Cause 145\u003c\/p\u003e \u003cp\u003eAuthentic and Proactive Leadership 148\u003c\/p\u003e \u003cp\u003eEngaging and Inspiring the Community 149\u003c\/p\u003e \u003cp\u003eCommitting to the Cause 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking to the Future 155\u003c\/p\u003e \u003cp\u003eInnovation with a Large I 156\u003c\/p\u003e \u003cp\u003ePredictions Sometimes Miss the Mark 157\u003c\/p\u003e \u003cp\u003eEmerging Experience Trends 160\u003c\/p\u003e \u003cp\u003eAI- Enabled Conversational Interfaces 161\u003c\/p\u003e \u003cp\u003eAugmented Reality 166\u003c\/p\u003e \u003cp\u003eThe Metaverse and NFTs 169\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhere You Should Begin 179\u003c\/p\u003e \u003cp\u003eThree Approaches to Assessments 179\u003c\/p\u003e \u003cp\u003eThree Prerequisites for Assessments 181\u003c\/p\u003e \u003cp\u003eThree Areas of Assessments 182\u003c\/p\u003e \u003cp\u003eAgile Experience Innovation 184\u003c\/p\u003e \u003cp\u003eNotes 187\u003c\/p\u003e \u003cp\u003eAbout the Author 197\u003c\/p\u003e \u003cp\u003eIndex 199\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default 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