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Building Brand Experiences

Building Brand Experiences

A Practical Guide to Retaining Brand Relevance

Darren Coleman

From £16.66

Understand how to retain brand relevance by building effective and memorable brand experiences, through this robust and practical management tool.

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About the book

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.

Table Of Contents

    • Chapter - 01: Introduction to retaining relevance through brand experiences;
    • Chapter - 02: The Brand Experience Blueprint: A practical management tool;
  • Section - ONE: Brand Experience Environment;
    • Chapter - 03: Understanding your stakeholders;
    • Chapter - 04: Fine-tuning your perspective;
    • Chapter - 05: Considering the mechanics of delivery;
    • Chapter - 06: Adopting a data-driven approach;
    • Chapter - 07: Summary: Brand Experience Environment;
  • Section - TWO: Brand Experience Essentials;
    • Chapter - 08: Brand values;
    • Chapter - 09: Brand essence;
    • Chapter - 10: Brand promise;
    • Chapter - 11: Brand positioning;
    • Chapter - 12: Brand personality;
    • Chapter - 13: Summary: Brand Experience Environment and Essentials;
  • Section - THREE: Brand Experience Enablers;
    • Chapter - 14: Behaviour;
    • Chapter - 15: Communications;
    • Chapter - 16: Design;
    • Chapter - 17: Summary: Brand Experience Environment, Essentials and Enablers;
  • Section - FOUR: Measuring Brand Experiences;
    • Chapter - 19: Adopting a holistic approach to measuring brand Experiences;
    • Chapter - 20: How to measure brand experiences scientifically;
    • Chapter - 21: Closing thoughts: Building brand experiences as a route to retaining brand relevance;


Absolutely the best guide to successfully managing brand experience.
Barbara Meneghini, Head of Corporate Customer Relationship Management at TOD'S Group

Creating meaningful, distinctive brand experiences is the key to business success for virtually all organizations. With Building Branding Experiences, Coleman offers a comprehensive and highly practical roadmap that illuminates and inspires. Following his principles and guidance will help firms design and deliver powerful brand experiences to ensure long-term relevance and profitability.
Kevin Lane Keller, Tuck School of Business at Dartmouth College

The book is an excellent all-in-one primer for today's digital entrepreneur. It contains a delightful guide full of case studies from different industries for those of us who want to widen their brand experience of our best companies.
Mert Dorman, Senior Vice President, Corporate Marketing & Distribution Channels, Turkish Airlines

Building a successful brand doesn't happen overnight! If you want insight on how to do this from conception to launch, strong performance in the market and reputation building - this is the book for you. Coleman provides real case situations, that make the messages clear and easily translated to real life experience. The approaches suggested are systematic and offer a great perspective.
Steve Profit, Global Sales & Marketing Director, Novo Nordisk Pharmatech A/S

An informative book packed with real-life and practical examples that clearly outline how adopting a holistic approach to building brand experiences improves business performance.
Colette Murad, Vice President, Senior Communications Manager, Barclays

Building compelling and cohesive brand experiences are key to brand retaining brand relevance. Coleman's book gives practitioners a powerful, insight-informed tool that will help build and leverage brand experiences. This is a must-read for senior marketing executives who want to realize the full potential brand experiences can deliver to their organization.
Professor George Christodoulides, Assistant Dean (Research), Head of Marketing Group and Professor of Marketing at Birkbeck, University of London


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Book Details

  • EAN: 9780749481568
  • Edition: 1
  • Published: 3rd July 2018
  • Paperback
  • Format: 235x155
  • 296 pages

About the Author

Dr. Darren Coleman has more than 20 years of branding experience spanning projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped brands such as Maybank, PepsiCo, Dubai Properties Group, Orange, BUPA, Goldman Sachs, Roche Diagnostics and Nikon, as well advising the British and Lithuanian governments on brand related issues. He is now Managing Consultant at Wavelength Marketing in the UK.

Darren Coleman

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