| Author | : Steve Randazzo |
| Publisher | : |
| Total Pages | : 166 |
| Release | : 2019-05-14 |
| Genre | : Business & Economics |
| ISBN | : 9781733874502 |
Attention spans are shrinking and now, more than ever, brands need to create meaningful consumer connections to ensure success...but how? Award-winning marketer Steve Randazzo shares how he's used experiential marketing to help companies like Disney, Pepsi, and Anheuser-Bush build brand loyalty while dramatically reducing annual marketing spend.
| Author | : Darren Coleman |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 297 |
| Release | : 2018-07-03 |
| Genre | : Business & Economics |
| ISBN | : 0749481579 |
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.
| Author | : Shaz Smilansky |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 272 |
| Release | : 2009-02-03 |
| Genre | : Business & Economics |
| ISBN | : 0749456078 |
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
| Author | : Shonquis Moreno |
| Publisher | : Die Gestalten Verlag |
| Total Pages | : 287 |
| Release | : 2011 |
| Genre | : Architecture |
| ISBN | : 9783899553741 |
Innovative brand presentations from temporary pop-up shops to flagship stores. The way in which we experience and consume brands is changing more rapidly today than ever before. The strong influence of e-commerce and the digital realm is forcing brands to rethink the traditional presentation of their wares in conventional stores. More and more companies throughout the world are exploring new concepts for the sale and presentation of their products, or they are establishing events to boost brand image. They are increasingly searching for new ways to offer their customers brand experiences on an emotional level. Out of the Box! is an inspirational collection of solutions from around the globe that allow us to experience brands in unique ways. These range from flagship stores, in which a vision for a brand image is implemented in real space, to makeshift pop-up shops, which celebrate the essence of a brand for a targeted audience or timeframe. The book also explores how novel approaches--including, for example, thematic sales areas in concept stores, formats that mix galleries with boutiques, mobile retail units, and event locations--are blazing all kinds of trails in current brand communication. With 288 pages brimming with international examples, Out of the Box! shows architects, brand managers, graphic designers, and interior designers how they can effectively establish their brands in the real world in a way that results in unforgettable emotional experiences for discerning, internet-minded customers.
| Author | : Felix van de Sand |
| Publisher | : Springer Nature |
| Total Pages | : 187 |
| Release | : 2019-11-12 |
| Genre | : Business & Economics |
| ISBN | : 303029868X |
This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.
| Author | : Riccardo Illy |
| Publisher | : |
| Total Pages | : 208 |
| Release | : 2022-02-22 |
| Genre | : Business & Economics |
| ISBN | : 9781400225101 |
Italian brands are known to create some of the most premium, sought-after products in the world. Learn to compete in the modern marketplace using the proven business principles that Italian brands have been employing for generations. While it is no secret that Italians create superior products that both withstand the threat of ongoing competition and stand the test of time, the specific business principles that have led to such tried and tested successes are shrouded in secrecy ... until now. Through the age of intense competition from Starbucks and Coffee Bean, the Illy empire has remained at the top of the coffee industry simply by employing key Italian business principles and values. Steeped in businessman Riccardo Illy's personal experiences using these tried and tested Italian business standards to run his family's world-renowned coffee company for generations you will: Learn how to approach your research and development process to find ways to add quality to your products and brand. Understand how Italians have created so many brands that have stood the test of time. Learn how to approach the marketplace so that your product stands out as the go-to product. By applying those principles to your business, you will ensure your products meet or exceed the level of quality necessary to be ultra-competitive in today's market, even in an industry in which new companies aggressively challenge your brand daily.
| Author | : Patrick Newbery |
| Publisher | : John Wiley & Sons |
| Total Pages | : 244 |
| Release | : 2013-08-08 |
| Genre | : Business & Economics |
| ISBN | : 1118728394 |
Bridge the gap between business and design to improve the customer experience Businesses thrive when they can engage customers. And, while many companies understand that design is a powerful tool for engagement, they do not have the vocabulary, tools, and processes that are required to enable design to make a difference. Experience Design bridges the gap between business and design, explaining how the quality of customer experience is the key to unlocking greater engagement and higher customer lifetime value. The book teaches businesses how to think about design as a process, and how this process can be used to create a better quality of experience across the entire customer journey. Experience Design also serves as a reference tool for both designers and business leaders to help teams collaborate more effectively and to help keep focus on the quality of the experiences that are put in front of customers. Explains how to use experience-centric design for better customer engagement Offers a framework for thinking and talking about "experience design," from a company and customer perspective Authors Patrick Newbery and Kevin Farnham are the Chief Strategy Officer and CEO of Method respectively, an experience design company that solves business challenges through design to create integrated brand, product, and service experiences Improve the quality of the experiences customers have with your company and watch engagement soar.
| Author | : Garg, Ruchi |
| Publisher | : IGI Global |
| Total Pages | : 385 |
| Release | : 2017-09-13 |
| Genre | : Business & Economics |
| ISBN | : 1522529225 |
The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
| Author | : Steve Yastrow |
| Publisher | : SelectBooks, Inc. |
| Total Pages | : 134 |
| Release | : 2010-05 |
| Genre | : Business & Economics |
| ISBN | : 1590792823 |
Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to "be the brand" in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.
