Clued In: How To Keep Customers Coming Back Again and Again

Chapter 3. The Brand Canyon

By one informal count, more than 275 books have been written on the subject of brand and brand management in American business, not to mention numerous articles. So perhaps it's a surprise to find that there's a chapter related to brand management in a book about experience management. The simple reason is that the two are directly related yet distinctly different. Managing a brand is not the same as managing experiences to create value, and managing experiences is not brand management per se.

Clearly, brand has a prodigious head start where "the literature" is concerned. With so many voices arguing for so many different interpretations of brand, especially as business conditions change and traditional assumptions ...