{"product_id":"make-your-brand-matter-isbn-9781119860341","title":"Make Your Brand Matter","description":"\u003cp\u003e\u003cb\u003eCombine brand and experience into a single, exciting whole to drive growth\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eThe Digital Transformation era has come and gone. Experiential concepts like personalization, transparency, transference, uniquity, and immediacy are now table stakes in an increasingly connected and responsive market. Companies that failed to ante up are already gone—or fading fast. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eMake Your Brand Matter\u003c\/i\u003e, serial entrepreneur and brand strategist Steve Soechtig delivers an eye-opening discussion of the post-Digital Transformation era in which we now live. The book walks you through the evolution of brand and experience, leveraging examples of historical and digitally native brands that have succeeded and failed to seize the digital moment. \u003c\/p\u003e\u003cp\u003eYou’ll discover brands that enabled new customer acquisition, customer value optimization, and customer loyalty, all the while realizing that brand and experience are two sides of the same coin. The book also offers: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eStrategies, techniques, and activities for teams to capture digital opportunities\u003c\/li\u003e \u003cli\u003eDiscussions of why brand and experience reinforce one another and how experiences must embrace, reflect, and enforce brand identity\u003c\/li\u003e \u003cli\u003eTactics to accelerate the customer’s progression from evaluator to loyal advocate\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003ci\u003eMake Your Brand Matter\u003c\/i\u003e is an essential resource for marketing professionals. It also belongs on the bookshelves of company founders, owners, managers, executives, and other business leaders seeking to develop their organization’s ability to marry brand and experience into one coherent and exciting package. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eIntroduction xi\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBetter Lucky Than Good xiii\u003c\/p\u003e \u003cp\u003eWhat to Expect from This Book xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Far Too Brief History of Brand Strategy 1\u003c\/p\u003e \u003cp\u003eThe Emergence of Modern Brand Strategy 2\u003c\/p\u003e \u003cp\u003eThe Intersection of Brand and Experience 3\u003c\/p\u003e \u003cp\u003eThe Criticality of Experience 10\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Dawn of Digital 15\u003c\/p\u003e \u003cp\u003eThe Birth of the Internet 17\u003c\/p\u003e \u003cp\u003eOnline Advertising Begins 18\u003c\/p\u003e \u003cp\u003ePersonalization of the Online Customer Experience 19\u003c\/p\u003e \u003cp\u003eThe E- Mail Explosion 23\u003c\/p\u003e \u003cp\u003eCustomer Expectations and Technological Innovation 25\u003c\/p\u003e \u003cp\u003eEmerging from the Digital Transformation Era 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocusing on the Modern Consumer 31\u003c\/p\u003e \u003cp\u003eMillennial Expectations 32\u003c\/p\u003e \u003cp\u003eGeneration Z Expectations 35\u003c\/p\u003e \u003cp\u003eThe Customer Funnel 36\u003c\/p\u003e \u003cp\u003eAwareness 37\u003c\/p\u003e \u003cp\u003eEvaluation 40\u003c\/p\u003e \u003cp\u003eTransactions 43\u003c\/p\u003e \u003cp\u003eEngagement 44\u003c\/p\u003e \u003cp\u003eLoyalty 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBelieving in Your Brand and Redefining Your Strategy 47\u003c\/p\u003e \u003cp\u003eExperience Defines the Brand 48\u003c\/p\u003e \u003cp\u003eBuilding a Culture Through Data Analytics and Engagement 53\u003c\/p\u003e \u003cp\u003eLocation Through Data Analytics 55\u003c\/p\u003e \u003cp\u003eLeveraging Technology to Drive Engagement and Growth 56\u003c\/p\u003e \u003cp\u003eTurning Brand Promise into Reality 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelling Experiences, Not Products 61\u003c\/p\u003e \u003cp\u003eCommoditized Brands Become Invisible 62\u003c\/p\u003e \u003cp\u003eCustomers Control Branding 63\u003c\/p\u003e \u003cp\u003eReplacing Products with Experiences 64\u003c\/p\u003e \u003cp\u003eA Foundation of Innovation and Performance 65\u003c\/p\u003e \u003cp\u003eCreating an Engaged Community 69\u003c\/p\u003e \u003cp\u003ePivoting to Gain Market Share 74\u003c\/p\u003e \u003cp\u003eThe Fusion of Digital and Physical Personalization 76\u003c\/p\u003e \u003cp\u003eCustomer Connection, Personalization, and Omnichannel Strategy 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTime Is the New Currency – Anticipating without Being Invasive 85\u003c\/p\u003e \u003cp\u003eCollapsing Time 86\u003c\/p\u003e \u003cp\u003eTime- Saving Conveniences 90\u003c\/p\u003e \u003cp\u003eData- Driven Innovations 93\u003c\/p\u003e \u003cp\u003eMaking Quick Service Quicker 97\u003c\/p\u003e \u003cp\u003ePost- Digital Data and Loyalty 101\u003c\/p\u003e \u003cp\u003eFour Time- Based Lessons 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding a Novel Approach to Solving a Market Need 107\u003c\/p\u003e \u003cp\u003eAmbassadors of Innovation 109\u003c\/p\u003e \u003cp\u003eStrategic Innovations in CRM 112\u003c\/p\u003e \u003cp\u003eNovel Omnichannel Engagement 116\u003c\/p\u003e \u003cp\u003eBuilding Innovation into Your Brand Strategy 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHumanizing the Experience 123\u003c\/p\u003e \u003cp\u003eUnderstanding People’s Needs 124\u003c\/p\u003e \u003cp\u003eExpanding an Exclusive Market to Everyone 128\u003c\/p\u003e \u003cp\u003eHuman- First Engagement 130\u003c\/p\u003e \u003cp\u003eRisking Controversies for Growth 134\u003c\/p\u003e \u003cp\u003eHumanizing Effectively 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConnecting Your Customer with Your Cause 141\u003c\/p\u003e \u003cp\u003eEmbracing Corporate Social Responsibility 142\u003c\/p\u003e \u003cp\u003eShifting from Brand Identity to Social Cause 145\u003c\/p\u003e \u003cp\u003eAuthentic and Proactive Leadership 148\u003c\/p\u003e \u003cp\u003eEngaging and Inspiring the Community 149\u003c\/p\u003e \u003cp\u003eCommitting to the Cause 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking to the Future 155\u003c\/p\u003e \u003cp\u003eInnovation with a Large I 156\u003c\/p\u003e \u003cp\u003ePredictions Sometimes Miss the Mark 157\u003c\/p\u003e \u003cp\u003eEmerging Experience Trends 160\u003c\/p\u003e \u003cp\u003eAI- Enabled Conversational Interfaces 161\u003c\/p\u003e \u003cp\u003eAugmented Reality 166\u003c\/p\u003e \u003cp\u003eThe Metaverse and NFTs 169\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhere You Should Begin 179\u003c\/p\u003e \u003cp\u003eThree Approaches to Assessments 179\u003c\/p\u003e \u003cp\u003eThree Prerequisites for Assessments 181\u003c\/p\u003e \u003cp\u003eThree Areas of Assessments 182\u003c\/p\u003e \u003cp\u003eAgile Experience Innovation 184\u003c\/p\u003e \u003cp\u003eNotes 187\u003c\/p\u003e \u003cp\u003eAbout the Author 197\u003c\/p\u003e \u003cp\u003eIndex 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSTEVEN G. SOECHTIG\u003c\/b\u003e has worked for several industry-leading brand and experience strategy firms throughout his career. He has served as CEO of Ogilvy Experience, as an Expert Partner at McKinsey \u0026amp; Company, and as a Managing Director at Deloitte Digital. In each role, Steve has been instrumental in the creation and expansion of the Digital Experience practice, working closely with marketing and digital leaders to shape their strategies and drive both top-line growth and unparalleled customer loyalty.\u003c\/p\u003e  \u003cp\u003eTalk of digital transformation is becoming cliché. The truth is that the era of digital transformation is already over. Those firms that failed to acknowledge and harness the power of digital technologies are dead or dying, while those that effectively transformed their business processes and models to align with digital capabilities are encountering new challenges and obstacles in an increasingly competitive marketplace.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eMake Your Brand Matter: Experience-Driven Solutions to Capture Customers and Keep Them Loyal,\u003c\/i\u003e eminent brand and experience strategist Steve Soechtig delivers an essential and thought-provoking discussion of building and maintaining an impactful brand in the post-digital transformation era. In the book, the author walks you through the evolution of brand and experience, from the perspectives of digitally native and historical brands who have succeeded — or failed — to capture the loyalty of modern consumers. \u003c\/p\u003e\u003cp\u003eArguing that brand and experience are two sides of the same coin, the book explores case studies of firms that enabled new customer acquisition, customer value optimization, and customer loyalty by focusing on experiential concepts like personalization, transparency, transference, uniquity, and immediacy. \u003c\/p\u003e\u003cp\u003eYou’ll find concrete strategies and hands-on techniques for accelerating your customers’ progression from evaluators to loyal brand advocates and consider insightful discussions of why brand and experience reinforce one another. You’ll learn why a customer’s experience in dealing with your company must embrace, reflect, and reinforce brand identity. \u003c\/p\u003e\u003cp\u003eA can’t-miss resource for marketing professionals, founders, executives, managers, and other business leaders, \u003ci\u003eMake Your Brand Matter\u003c\/i\u003e is an essential guide to aligning how the world sees and interacts with your firm and how your organization cultivates and expresses its brand.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDiscover why brand and experience are two sides of the same coin — and how to transform each of them\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eMake Your Brand Matter\u003c\/i\u003e is your organization’s personal roadmap to aligning how customers view — and interact with — your company and how your firm projects itself out into the world. It is an expert demonstration of how to align your company’s brand with customer experience, enabling you to acquire new customers, increase the value of existing clients, and improve customer loyalty. \u003c\/p\u003e\u003cp\u003eYou’ll learn to use experiential concepts like transference, transparency, uniquity, personalization, and immediacy to connect to an increasingly demanding and sophisticated public. You’ll also discover how to rapidly transform a customer from a brand evaluator to a loyal advocate. \u003c\/p\u003e\u003cp\u003eThis book is filled with hands-on strategies your team can use to capture existing digital opportunities — and create new ones — and offers illuminating case studies of historical and digitally native brands that succeeded (or failed) to seize the digital moment. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eMake Your Brand Matter\u003c\/i\u003e belongs in the libraries of founders, executives, managers, and other business leaders seeking a competitive advantage in an economic arena filled with increasingly nimble and capable opponents. By the end of the book, you’ll understand how to marry your company’s brand and customer experience into one coherent and exciting package.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989554217189,"sku":"NP9781119860341","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119860341.jpg?v=1761784575","url":"https:\/\/k12savings.com\/products\/make-your-brand-matter-isbn-9781119860341","provider":"K12savings","version":"1.0","type":"link"}