The Experience Effect

Engage Your Customers with a Consistent and Memorable Brand Experience

The Experience Effect

Author: Jim Joseph
Pub Date: May 2010
Print Edition: $21.95
Print ISBN: 9780814437599
Page Count: 240
Format: Paper or Softback
e-Book ISBN: 9780814415559

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Table of Contents

CONTENTS

Foreword: Thoughts from Two Icons, vii

Foreword: “Just Stick It Between Your Legs,” xi

Acknowledgments, xvii

Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying, 1

Prologue: The Experience Effect in Action: Two Personal Examples, 7

1 Buzzwords Need Not Apply: Defining the Experience Effect, 15

2 Best Pasta in Town: Positioning the Experience Effect, 27

3 Brand Soundtrack: Making the Right Decisions for the Brand, 39

4 Not by Numbers Alone: Understanding the Brand’s Target Audience, 57

5 Kiss a Few Babies: Constructing a Consumer Profile, 73

6 Get Emotional: Connecting with Customers on Multiple Levels, 89

7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints, 99

8 Squishees from Kwik-E-Mart: Activating Touchpoints, 115

9 Avoiding the Cookie Cutter: Creating Unique Touchpoints, 129

10 Meet Martha, Louis, and Some Elves: Finding Inspiration, 141

11 Madonna and Tide: Learning from Celebrities, 151

12 Everyone Else Bring Data: Researching the Experience Effect, 163

13 A Flash of Color: Owning the Experience Effect, 175

14 Mind the Gap: Assessing What’s Missing on the Brand, 191

15 A Room with a View: Keeping the Team on Track, 201

Afterword: Click-Through: Making It Real, 213

Index, 215

About the Author, 221

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