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.
Publisher: Kogan Page Ltd
ISBN: 9780749481568
Number of pages: 296
Weight: 450 g
Dimensions: 235 x 155 x 16 mm
"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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