May 2010
Beginner
240 pages
5h 16m
English
book
The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience
by Jim Joseph
Content preview from The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience
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CHAPTER 9
Avoiding the Cookie Cutter
Creating Unique Touchpoints
NOWTHATWEHAVEidentified and activated all the touchpoints
that make sense for the consumer and for the brand, it’s time to
add some content. It’s time to give each touchpoint a role in the
marketing mix—a unique role each time with each touchpoint, but
all with the same brand definition that we built up front in chapter
three. But how do we know what to do at each touchpoint?
Figuring this out is what gives the experience effect its true
meaning and content, and it’s where the brand adds even more
value to consumers’ lives. Ultimately, our job as marketers is to
weave the brand’s communication ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.