Beschreibung:
Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance.
Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.
Offers expert insight and best practice tips from high-level professionals and industry thought-leaders from across the globe
Introduction to Retaining Relevance through Brand Experiences
The Brand Experience Blueprint - A Practical Management Tool
The Brand Experience Environment
Brand Experience Environment - Understanding Stakeholders
Brand Experience Environment - Appreciating Context
Brand Experience Environment - Adopting a Scientific Approach
Summary - Brand Experience Environment
Brand Experience Essentials
Brand Experience Essential - Brand ValuesBrand Experience Essential - Brand Essence
Brand Experience Essential - Brand Promise
Brand Experience Essential - Brand Positioning
Brand Experience Essential - Brand Personality
Summary - The Brand Experience Environment and Essentials
Brand Experience Enablers
Brand Experience Enabler - Behaviour
Brand Experience Enabler - Design
Brand Experience Enabler - Communications
Brand Experience Enabler - Multisensory
Summary - The Brand Experience Environment, Essentials and Enablers
Measuring Brand Experiences
Looking Beyond Financial Metrics when Measuring Brand Experiences
Adopting a Balanced Approach to Brand Experience Measurement
Measuring Brand Experience Performance Scientifically
Understand how to retain brand relevance by building effective and memorable brand experiences, through this robust and practical management tool.