The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

Table of contents

1. Contents
2. Foreword: Thoughts from Two Icons
3. Foreword: “Just Stick It Between Your Legs” (1/2)
4. Foreword: “Just Stick It Between Your Legs” (2/2)
5. Acknowledgments
6. Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying (1/2)
7. Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying (2/2)
8. Prologue: The Experience Effect in Action: Two Personal Examples (1/2)
9. Prologue: The Experience Effect in Action: Two Personal Examples (2/2)
10. 1 Buzzwords Need Not Apply: Defining the Experience Effect (1/3)
11. 1 Buzzwords Need Not Apply: Defining the Experience Effect (2/3)
12. 1 Buzzwords Need Not Apply: Defining the Experience Effect (3/3)
13. 2 Best Pasta in Town: Positioning the Experience Effect (1/3)
14. 2 Best Pasta in Town: Positioning the Experience Effect (2/3)
15. 2 Best Pasta in Town: Positioning the Experience Effect (3/3)
16. 3 Brand Soundtrack: Making the Right Decisions for the Brand (1/4)
17. 3 Brand Soundtrack: Making the Right Decisions for the Brand (2/4)
18. 3 Brand Soundtrack: Making the Right Decisions for the Brand (3/4)
19. 3 Brand Soundtrack: Making the Right Decisions for the Brand (4/4)
20. 4 Not by Numbers Alone: Understanding the Brand’s Target Audience (1/4)
21. 4 Not by Numbers Alone: Understanding the Brand’s Target Audience (2/4)
22. 4 Not by Numbers Alone: Understanding the Brand’s Target Audience (3/4)
23. 4 Not by Numbers Alone: Understanding the Brand’s Target Audience (4/4)
24. 5 Kiss a Few Babies: Constructing a Consumer Profile (1/4)
25. 5 Kiss a Few Babies: Constructing a Consumer Profile (2/4)
26. 5 Kiss a Few Babies: Constructing a Consumer Profile (3/4)
27. 5 Kiss a Few Babies: Constructing a Consumer Profile (4/4)
28. 6 Get Emotional: Connecting with Customers on Multiple Levels (1/2)
29. 6 Get Emotional: Connecting with Customers on Multiple Levels (2/2)
30. 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints (1/4)
31. 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints (2/4)
32. 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints (3/4)
33. 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints (4/4)
34. 8 Squishees from Kwik-E-Mart: Activating Touchpoints (1/3)
35. 8 Squishees from Kwik-E-Mart: Activating Touchpoints (2/3)
36. 8 Squishees from Kwik-E-Mart: Activating Touchpoints (3/3)
37. 9 Avoiding the Cookie Cutter: Creating Unique Touchpoints (1/3)
38. 9 Avoiding the Cookie Cutter: Creating Unique Touchpoints (2/3)
39. 9 Avoiding the Cookie Cutter: Creating Unique Touchpoints (3/3)
40. 10 Meet Martha, Louis, and Some Elves: Finding Inspiration (1/2)
41. 10 Meet Martha, Louis, and Some Elves: Finding Inspiration (2/2)
42. 11 Madonna and Tide: Learning from Celebrities (1/3)
43. 11 Madonna and Tide: Learning from Celebrities (2/3)
44. 11 Madonna and Tide: Learning from Celebrities (3/3)
45. 12 Everyone Else Bring Data: Researching the Experience Effect (1/3)
46. 12 Everyone Else Bring Data: Researching the Experience Effect (2/3)
47. 12 Everyone Else Bring Data: Researching the Experience Effect (3/3)
48. 13 A Flash of Color: Owning the Experience Effect (1/4)
49. 13 A Flash of Color: Owning the Experience Effect (2/4)
50. 13 A Flash of Color: Owning the Experience Effect (3/4)
51. 13 A Flash of Color: Owning the Experience Effect (4/4)
52. 14 Mind the Gap: Assessing What’s Missing on the Brand (1/2)
53. 14 Mind the Gap: Assessing What’s Missing on the Brand (2/2)
54. 15 A Room with a View: Keeping the Team on Track (1/3)
55. 15 A Room with a View: Keeping the Team on Track (2/3)
56. 15 A Room with a View: Keeping the Team on Track (3/3)
57. Afterword: Click-Through: Making It Real
58. Index
    1. A
    2. B
    3. C
    4. D
    5. E
    6. F
    7. G
    8. H
    9. I
    10. J
    11. K
    12. L
    13. M
    14. N
    15. O
    16. P
    17. Q
    18. R
    19. S
    20. T
    21. U
    22. V
    23. W
    24. X
    25. Y
59. About the Author