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Innovation and Best Practice
for Business Success

Established 1967



Customer Experience Branding

Customer Experience Branding

Driving Engagement Through Surprise and Innovation

Thomas Gad

£14.99

A game-changing account of how to retain an element of surprise in branding strategy to skilfully manage consumer perceptions from the bestselling author of '4-D Branding' and 'Managing Brand Me'.

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About the book

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.


Table Of Contents

    • Chapter - 0: Introduction: Surprise branding;
    • Chapter - 1: Relation Brand;
    • Chapter - 2: Embracing the Unexpected;
    • Chapter - 3: Context Innovation;
    • Chapter - 4: 4-Dimensional Branding;
    • Chapter - 5: Surprise Index;
    • Chapter - 6: Coding for Surprise;
    • Chapter - 7: Customer (Brand) Experience;
    • Chapter - 8: Brand Play;
    • Chapter - 9: Digital Social Branding;
    • Chapter - 10: The Chief Surprise Officer (CSO);
    • Chapter - 11: Case Study 1: Apple;
    • Chapter - 12: Case Study 2: Starbucks;
    • Chapter - 13: Case Study 3: Virgin;
    • Chapter - 14: Case Study 4: LEGO;
    • Chapter - 15: Case Study 5: Adidas;
    • Chapter - 16: Case Study 6: Google;
    • Chapter - 17: Case Study 7: IKEA;
    • Chapter - 18: Case Study 8: GoPro;
    • Chapter - 19: Case Study 9: KLM;
    • Chapter - 20: Case Study 10: Uber;
    • Chapter - 21: Case Study 11: Instagram;



Book Details

  • EAN: 9780749477509
  • Edition: 1
  • Published: 3rd September 2016
  • Paperback
  • Dimensions: 234x156
  • 192 pages

About the Author

Thomas Gad is an experienced and inspirational international branding authority, with more than 30 years of experience with many famous brands including Nokia, BMW, Virgin, SAS, Deutsche Bank and Spotify. He is the author of the acclaimed book 4-D Branding and co-author of Managing Brand Me and Beyond Branding and is based in Stockholm, Berlin and Palo Alto, CA, running his own international consultancy business with offices in Scandinavia, Germany, the USA, Russia and the UK.


Thomas Gad