Make your brand matter : experience-driven solutions to capture customers and keep them loyal

Make your brand matter experience-driven solutions to capture customers and keep them loyal

"Historically, consumer and B2B companies have made significant investments in defining and maintaining their brand identity. They worked to establish their brand promise, perception, and voice, establishing market positioning and differentiation to attract specific buying demographics. Once es...

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Detalles Bibliográficos
Otros Autores: Soechtig, Steven G., author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc [2022]
Materias:
Brand name products.
Product management.
Consumer satisfaction.
Customer loyalty.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009701334906719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Introduction
  • Better Lucky Than Good
  • What to Expect from This Book
  • Chapter 1 A Far Too Brief History of Brand Strategy
  • The Emergence of Modern Brand Strategy
  • The Intersection of Brand and Experience
  • The Criticality of Experience
  • Chapter 2 The Dawn of Digital
  • The Birth of the Internet
  • Online Advertising Begins
  • Personalization of the Online Customer Experience
  • The E-Mail Explosion
  • Customer Expectations and Technological Innovation
  • Emerging from the Digital Transformation Era
  • Chapter 3 Focusing on the Modern Consumer
  • Millennial Expectations
  • Generation Z Expectations
  • The Customer Funnel
  • Awareness
  • Evaluation
  • Transactions
  • Engagement
  • Loyalty
  • Chapter 4 Believing in Your Brand and Redefining Your Strategy
  • Experience Defines the Brand
  • Building a Culture Through Data Analytics and Engagement
  • Location Through Data Analytics
  • Leveraging Technology to Drive Engagement and Growth
  • Turning Brand Promise into Reality
  • Chapter 5 Selling Experiences, Not Products
  • Commoditized Brands Become Invisible
  • Customers Control Branding
  • Replacing Products with Experiences
  • A Foundation of Innovation and Performance
  • Creating an Engaged Community
  • Pivoting to Gain Market Share
  • The Fusion of Digital and Physical Personalization
  • Customer Connection, Personalization, and Omnichannel Strategy
  • Chapter 6 Time Is the New Currency - Anticipating without Being Invasive
  • Collapsing Time
  • Time-Saving Conveniences
  • Data-Driven Innovations
  • Making Quick Service Quicker
  • Post-Digital Data and Loyalty
  • Four Time-Based Lessons
  • Chapter 7 Finding a Novel Approach to Solving a Market Need
  • Ambassadors of Innovation
  • Strategic Innovations in CRM
  • Novel Omnichannel Engagement.
  • Building Innovation into Your Brand Strategy
  • Chapter 8 Humanizing the Experience
  • Understanding People's Needs
  • Expanding an Exclusive Market to Everyone
  • Human-First Engagement
  • Risking Controversies for Growth
  • Humanizing Effectively
  • Chapter 9 Connecting Your Customer with Your Cause
  • Embracing Corporate Social Responsibility
  • Shifting from Brand Identity to Social Cause
  • Authentic and Proactive Leadership
  • Engaging and Inspiring the Community
  • Committing to the Cause
  • Chapter 10 Looking to the Future
  • Innovation with a Large I
  • Predictions Sometimes Miss the Mark
  • Emerging Experience Trends
  • AI-Enabled Conversational Interfaces
  • Augmented Reality
  • The Metaverse and NFTs
  • Chapter 11 Where You Should Begin
  • Three Approaches to Assessments
  • Three Prerequisites for Assessments
  • Three Areas of Assessments
  • Agile Experience Innovation
  • About the Author
  • Notes
  • Index
  • EULA.

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