Lýsing:
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.
Annað
- Höfundur: Thomas Gad
- Útgáfa:1
- Útgáfudagur: 2016-09-03
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- Format:ePub
- ISBN 13: 9780749477516
- Print ISBN: 9780749477509
- ISBN 10: 0749477512
Efnisyfirlit
- Cover
- Title Page
- About the author
- Contents
- List of figures
- Foreword by Richard Branson
- Preface
- Dedication and acknowledgements
- Epigraph
- Introduction: Customer experience branding – surprise, surprise!
- Positive surprises excite us
- Personal surprises
- The other aspect of surprise
- References
- 01 Branding: Managing perception in people’s minds
- Managing perception in people’s minds
- What comes first: business strategy or brand strategy?
- Branding handles multiple stakeholder interests
- Branding offers a smarter entrance to the market
- The key elements of branding – and how to manage perceptions in people’s minds
- Conclusion: Branding is more than meets the eye for any business leader
- References
- 02 Relation brands: How the internet introduced surprise branding
- Meaning is the essence of relation brands
- Friendship branding
- Storytelling and customer involvement
- Passionate brand ambassadors
- Small ideas in combination and constant improvement
- Peer to peer: Engaged and democratic
- Conclusion: A new type of brand and a new brand strategy is needed
- References
- 03 Embracing the unexpected: A new kind of business strategy
- Customer experience driven business and branding strategy
- The roles of the new business strategy
- Integrating brand strategy and business strategy
- How a very young entrepreneur did what established international businesses couldn’t
- Do companies fail if they don’t disrupt themselves first?
- Conclusion: How to turn the unexpected to your business and branding advantage
- References
- 04 Branding brain: How new research about the brain can help create surprises
- Surprise findings
- The non-conscious brain drives behaviour
- The non-conscious brain makes decisions
- Relationships are remembered before details
- Breaking patterns and forming new ones
- Decisions are emotional, not logical
- Mirror neurons copy behaviour and read minds
- The Dropbox example of immediate gains
- Are we genetically coded to make wrong decisions?
- ‘Reality distortion field’ or reframing?
- The brand algorithm in the brain
- Conclusion: Managing non-conscious customer minds
- References
- 05 Context innovation: Surprise by reading the minds of customers and users
- Brand context innovation
- Context first, then product
- Why is it essential to get into people’s minds first?
- Our traditional innovation system
- How to develop brand context innovation
- Conclusion: Context innovation and using framing as a tool is key to successful customer experience branding
- References
- 06 Four-dimensional branding: Stretching the brand mind space for the unexpected
- The brand mind space
- 4-D branding as a surprise generator
- The 4-D surprise creation tool
- Conclusion: The stretching out of the brand to create surprise
- References
- 07 The Easter egg effect: How to produce anticipated surprise
- What is surprise, anyway?
- The theory about the effects of surprise
- The deeper psychological effects of surprise
- Anticipation – the basis of surprise
- Half of customer happiness is surprise
- Start with needs, create trust and anticipation, then surprise with delivery
- The Easter egg effect
- Conclusion: The power of anticipation and surprise
- References
- 08 Coding for surprise: The brand code and motto
- The brand code
- The brand motto
- Conclusion: The brand code is the heart of a brand
- 09 Customer experience branding: Creating a perceived difference, even if there is none
- Brand is key to customer experience
- Customer expectations drive customer experience
- Why don’t more businesses use these mechanisms?
- The customer journey
- The cornerstones of customer experience
- Customer experience and user experience
- Brand user experience
- Measuring success in customer experience branding
- Conclusion: Customer experience branding is all about creating and delivering on expectations
- References
- 10 Customer experience touch-points: The points of customer contact
- Coding the customer touch-points with your brand code
- Customer touch-point card: Google Search – legal documents
- Apple’s customer touch-points
- Conclusion: A customer experience brand is as strong as the sum of its customer touch-points
- References
- 11 Brand play: The implementation and dramaturgy of customer experience branding
- Content and dramaturgy
- The brand conversation map
- Transmedia storytelling and how it works
- Brand themes: The connection between the brand platform and the mega trends
- The brand experience script: The dramaturgy of brand activation
- The brand experience script is the structure of continued brand activation
- Scripting the brand experience script
- A brand experience script in many episodes
- Systematic delivery of surprises
- A simpler, less ambitious version of the brand experience script
- Enter the chief surprise officer
- Conclusion: The customer experience brand has to be programmed with systematic surprises
- References
- 12 Social media branding: How apps and new media can make brands feel surprisingly human
- How a big airline became personal
- Critics, or brand ambassadors?
- What led to these socially driven moments of surprise and delight?
- How do brands benefit?
- How brands can get involved
- Why do some messages go viral and not others?
- The smartphone and relation brand media
- Conclusion: Social media apps are the key to building relation brands and creating customer experience
- References
- 13 Crisis brand management through surprise: Breaking a bad pattern in an unexpected way
- Volkswagen’s emission manipulation, 2015
- How ‘United breaks guitars’ broke a pattern of not listening to customers’ complaints
- How Greenpeace and Norsk Hydro changed the PVC industry
- Conclusion: Crises are important brand issues to be solved by breaking expected patterns
- References
- 14 Company surprise culture: Making your employees feel special
- How to build an excellent customer experience culture
- How SAS took off again with their most important passengers on board
- Conclusion: Company culture is branding, and inclusion is the name of the game
- References
- 15 The surprising power of individuals: How self-confidence drives customer experience
- What do customers appreciate most in the best customer experience brands?
- How do the best customer experience brands manage personalization?
- How to improve self-confidence
- Entrepreneurs’ new interest in personal branding
- Create your ‘brand me’ strategy
- Conclusion: It all boils down to self-confidence in individuals
- References
- Case book: Some surprise cases
- Apple: The surprising fruit of user understanding
- Starbucks: A surprising journey from coffee-freaks to public living rooms
- Virgin: Maintaining the predictable and adding the unexpected
- Google: A constantly surprising, huge, online creative workshop
- Nike: Forever surprisingly fit
- Lego: Toying with surprising ideas
- GoPro: Surprisingly competitive in the smartphone camera world
- KLM: A surprisingly generous airline
- Instagram: Surprising insights into sharing photos
- H&M: Surprisingly consistent inconsistency
- Uber: Turning hailing a cab into a surprisingly joyful experience
- Handelsbanken: Surprisingly futuristic in finance
- Giffgaff: People-power builds a surprising breakthrough mobile operator brand
- Kia Motors: The power of surprise
- Alibaba Group: Surprisingly passionate
- McDonald’s, Stockholm: Surprising ‘can currency’ can purchase hamburgers
- Nordic Choice Hotels, Norway (and owner Petter Stordalen): Surprising successful culture from the top
- References
- Afterword: Putting branding in a larger perspective
- What’s going on in our world, really?
- Branding – set out to support the positive forces in the universe
- References
- Notes
- Transaction brands as opposed to relation brands
- The world of transaction brands
- Mass production needed transaction brands
- Transaction brand characteristics
- Selling transaction brands
- Innovation in a transaction brand
- Can a transaction brand become a relation brand?
- References
- Index
- Copyright
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