Details

Make Your Brand Matter


Make Your Brand Matter

Experience-Driven Solutions to Capture Customers and Keep Them Loyal
1. Aufl.

von: Steven G. Soechtig

18,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 29.07.2022
ISBN/EAN: 9781119860389
Sprache: englisch
Anzahl Seiten: 224

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>Combine brand and experience into a single, exciting whole to drive growth</b> <p>The 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 gone—or fading fast. <p>In <i>Make Your Brand Matter</i>, 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. <p>You’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: <ul> <li>Strategies, techniques, and activities for teams to capture digital opportunities</li> <li>Discussions of why brand and experience reinforce one another and how experiences must embrace, reflect, and enforce brand identity</li> <li>Tactics to accelerate the customer’s progression from evaluator to loyal advocate</li></ul><p><i>Make Your Brand Matter</i> is an essential resource for marketing professionals. It also belongs on the bookshelves of company founders, owners, managers, executives, and other business leaders seeking to develop their organization’s ability to marry brand and experience into one coherent and exciting package.
<p><b>Introduction xi</b></p> <p>Better Lucky Than Good xiii</p> <p>What to Expect from This Book xvii</p> <p><b>Chapter 1</b></p> <p>A Far Too Brief History of Brand Strategy 1</p> <p>The Emergence of Modern Brand Strategy 2</p> <p>The Intersection of Brand and Experience 3</p> <p>The Criticality of Experience 10</p> <p><b>Chapter 2</b></p> <p>The Dawn of Digital 15</p> <p>The Birth of the Internet 17</p> <p>Online Advertising Begins 18</p> <p>Personalization of the Online Customer Experience 19</p> <p>The E- Mail Explosion 23</p> <p>Customer Expectations and Technological Innovation 25</p> <p>Emerging from the Digital Transformation Era 29</p> <p><b>Chapter 3</b></p> <p>Focusing on the Modern Consumer 31</p> <p>Millennial Expectations 32</p> <p>Generation Z Expectations 35</p> <p>The Customer Funnel 36</p> <p>Awareness 37</p> <p>Evaluation 40</p> <p>Transactions 43</p> <p>Engagement 44</p> <p>Loyalty 45</p> <p><b>Chapter 4</b></p> <p>Believing in Your Brand and Redefining Your Strategy 47</p> <p>Experience Defines the Brand 48</p> <p>Building a Culture Through Data Analytics and Engagement 53</p> <p>Location Through Data Analytics 55</p> <p>Leveraging Technology to Drive Engagement and Growth 56</p> <p>Turning Brand Promise into Reality 58</p> <p><b>Chapter 5</b></p> <p>Selling Experiences, Not Products 61</p> <p>Commoditized Brands Become Invisible 62</p> <p>Customers Control Branding 63</p> <p>Replacing Products with Experiences 64</p> <p>A Foundation of Innovation and Performance 65</p> <p>Creating an Engaged Community 69</p> <p>Pivoting to Gain Market Share 74</p> <p>The Fusion of Digital and Physical Personalization 76</p> <p>Customer Connection, Personalization, and Omnichannel Strategy 81</p> <p><b>Chapter 6</b></p> <p>Time Is the New Currency – Anticipating without Being Invasive 85</p> <p>Collapsing Time 86</p> <p>Time- Saving Conveniences 90</p> <p>Data- Driven Innovations 93</p> <p>Making Quick Service Quicker 97</p> <p>Post- Digital Data and Loyalty 101</p> <p>Four Time- Based Lessons 103</p> <p><b>Chapter 7</b></p> <p>Finding a Novel Approach to Solving a Market Need 107</p> <p>Ambassadors of Innovation 109</p> <p>Strategic Innovations in CRM 112</p> <p>Novel Omnichannel Engagement 116</p> <p>Building Innovation into Your Brand Strategy 118</p> <p><b>Chapter 8</b></p> <p>Humanizing the Experience 123</p> <p>Understanding People’s Needs 124</p> <p>Expanding an Exclusive Market to Everyone 128</p> <p>Human- First Engagement 130</p> <p>Risking Controversies for Growth 134</p> <p>Humanizing Effectively 137</p> <p><b>Chapter 9</b></p> <p>Connecting Your Customer with Your Cause 141</p> <p>Embracing Corporate Social Responsibility 142</p> <p>Shifting from Brand Identity to Social Cause 145</p> <p>Authentic and Proactive Leadership 148</p> <p>Engaging and Inspiring the Community 149</p> <p>Committing to the Cause 151</p> <p><b>Chapter 10</b></p> <p>Looking to the Future 155</p> <p>Innovation with a Large I 156</p> <p>Predictions Sometimes Miss the Mark 157</p> <p>Emerging Experience Trends 160</p> <p>AI- Enabled Conversational Interfaces 161</p> <p>Augmented Reality 166</p> <p>The Metaverse and NFTs 169</p> <p><b>Chapter 11</b></p> <p>Where You Should Begin 179</p> <p>Three Approaches to Assessments 179</p> <p>Three Prerequisites for Assessments 181</p> <p>Three Areas of Assessments 182</p> <p>Agile Experience Innovation 184</p> <p>Notes 187</p> <p>About the Author 197</p> <p>Index 199</p>
<p><b>STEVEN G. SOECHTIG</b> has worked for several industry-leading brand and experience strategy firms throughout his career. He has served as CEO of Ogilvy Experience, as an Expert Partner at McKinsey & Company, and as a Managing Director at Deloitte Digital. In each role, Steve has been instrumental in the creation and expansion of the Digital Experience practice, working closely with marketing and digital leaders to shape their strategies and drive both top-line growth and unparalleled customer loyalty.</p>
<p><b>Discover why brand and experience are two sides of the same coin — and how to transform each of them</b></p> <p><i>Make Your Brand Matter</i> is your organization’s personal roadmap to aligning how customers view — and interact with — your company and how your firm projects itself out into the world. It is an expert demonstration of how to align your company’s brand with customer experience, enabling you to acquire new customers, increase the value of existing clients, and improve customer loyalty. <p>You’ll learn to use experiential concepts like transference, transparency, uniquity, personalization, and immediacy to connect to an increasingly demanding and sophisticated public. You’ll also discover how to rapidly transform a customer from a brand evaluator to a loyal advocate. <p>This book is filled with hands-on strategies your team can use to capture existing digital opportunities — and create new ones — and offers illuminating case studies of historical and digitally native brands that succeeded (or failed) to seize the digital moment. <p><i>Make Your Brand Matter</i> belongs in the libraries of founders, executives, managers, and other business leaders seeking a competitive advantage in an economic arena filled with increasingly nimble and capable opponents. By the end of the book, you’ll understand how to marry your company’s brand and customer experience into one coherent and exciting package.

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