The Resource Customer experience branding : driving engagement through surprise and innovation, Thomas Gad

Customer experience branding : driving engagement through surprise and innovation, Thomas Gad

Label
Customer experience branding : driving engagement through surprise and innovation
Title
Customer experience branding
Title remainder
driving engagement through surprise and innovation
Statement of responsibility
Thomas Gad
Creator
Contributor
Author
Subject
Language
eng
Cataloging source
NhCcYBP
http://library.link/vocab/creatorName
Gad, Thomas
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.G33 2016
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
ProQuest (Firm)
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
Label
Customer experience branding : driving engagement through surprise and innovation, Thomas Gad
Instantiates
Publication
Copyright
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Machine generated contents note: Positive surprises excite us / Richard Branson -- Personal surprises / Richard Branson -- The other aspect of surprise / Richard Branson -- References / Richard Branson -- Managing perception in people's minds / Richard Branson -- What comes first: business strategy or brand strategy? / Richard Branson -- Branding handles multiple stakeholder interests / Richard Branson -- Branding offers a smarter entrance to the market / Richard Branson -- The key elements of branding [—] and how to manage perceptions in people's minds / Richard Branson -- Conclusion: Branding is more than meets the eye for any business leader / Richard Branson -- References / Richard Branson -- Meaning is the essence of relation brands / Richard Branson -- Friendship branding / Richard Branson -- Storytelling and customer involvement / Richard Branson -- Passionate brand ambassadors / Richard Branson -- Small ideas in combination and constant improvement / Richard Branson -- Peer to peer: Engaged and democratic / Richard Branson -- Conclusion: A new type of brand and a new brand strategy is needed / Richard Branson -- References / Richard Branson -- Customer experience driven business and branding strategy / Richard Branson -- The roles of the new business strategy / Richard Branson -- Integrating brand strategy and business strategy / Richard Branson -- How a very young entrepreneur did what established international businesses couldn't / Richard Branson -- Do companies fail if they don't disrupt themselves first? / Richard Branson -- Conclusion: How to turn the unexpected to your business and branding advantage / Richard Branson -- References / Richard Branson -- Surprise findings / Richard Branson -- The non-conscious brain drives behaviour / Richard Branson -- The non-conscious brain makes decisions / Richard Branson -- Relationships are remembered before details / Richard Branson -- Breaking patterns and forming new ones / Richard Branson -- Decisions are emotional, not logical / Richard Branson -- Mirror neurons copy behaviour and read minds / Richard Branson -- The Dropbox example of immediate gains / Richard Branson -- Are we genetically coded to make wrong decisions? / Richard Branson -- `Reality distortion field' or reframing? / Richard Branson -- The brand algorithm in the brain / Richard Branson -- Conclusion: Managing non-conscious customer minds / Richard Branson -- References / Richard Branson -- Brand context innovation / Richard Branson -- Context first, then product / Richard Branson -- Why is it essential to get into people's minds first? / Richard Branson -- Our traditional innovation system / Richard Branson -- How to develop brand context innovation / Richard Branson -- Conclusion: Context innovation and using framing as a tool is key to successful customer experience branding / Richard Branson -- References / Richard Branson -- The brand mind space / Richard Branson -- 4-D branding as a surprise generator / Richard Branson -- The 4-D surprise creation tool / Richard Branson -- Conclusion: The stretching out of the brand to create surprise / Richard Branson -- References / Richard Branson -- What is surprise, anyway? / Richard Branson -- The theory about the effects of surprise / Richard Branson -- The deeper psychological effects of surprise / Richard Branson -- Anticipation [—] the basis of surprise / Richard Branson -- Half of customer happiness is surprise / Richard Branson -- Start with needs, create trust and anticipation, then surprise with delivery / Richard Branson -- The Easter egg effect / Richard Branson -- Conclusion: The power of anticipation and surprise / Richard Branson -- References / Richard Branson -- The brand code / Richard Branson -- The brand motto / Richard Branson -- Conclusion: The brand code is the heart of a brand / Richard Branson -- Brand is key to customer experience / Richard Branson -- Customer expectations drive customer experience / Richard Branson -- Why don't more businesses use these mechanisms? / Richard Branson -- The customer journey / Richard Branson -- The cornerstones of customer experience / Richard Branson -- Customer experience and user experience / Richard Branson -- Brand user experience / Richard Branson -- Measuring success in customer experience branding / Richard Branson -- Conclusion: Customer experience branding is all about creating and delivering on expectations / Richard Branson -- References / Richard Branson -- Coding the customer touch-points with your brand code / Richard Branson -- Customer touch-point card: Google Search [—] legal documents / Richard Branson -- Apple's customer touch-points / Richard Branson -- Conclusion: A customer experience brand is as strong as the sum of its customer touch-points / Richard Branson -- References / Richard Branson -- Content and dramaturgy / Richard Branson -- The brand conversation map / Richard Branson -- Transmedia storytelling and how it works / Richard Branson -- Brand themes: The connection between the brand platform and the mega trends / Richard Branson -- The brand experience script: The dramaturgy of brand activation / Richard Branson -- The brand experience script is the structure of continued brand activation / Richard Branson -- Scripting the brand experience script / Richard Branson -- A brand experience script in many episodes / Richard Branson -- Systematic delivery of surprises / Richard Branson -- A simpler, less ambitious version of the brand experience script / Richard Branson -- Enter the chief surprise officer / Richard Branson -- Conclusion: The customer experience brand has to be programmed with systematic surprises / Richard Branson -- References / Richard Branson -- How a big airline became personal / Richard Branson -- Critics, or brand ambassadors? / Richard Branson -- What led to these socially driven moments of surprise and delight? / Richard Branson -- How do brands benefit? / Richard Branson -- How brands can get involved / Richard Branson -- Why do some messages go viral and not others? / Richard Branson -- The smartphone and relation brand media / Richard Branson -- Conclusion: Social media apps are the key to building relation brands and creating customer experience / Richard Branson -- References / Richard Branson -- Volkswagen's emission manipulation, 2015 / Richard Branson -- How 'United breaks guitars' broke a pattern of not listening to customers' complaints / Richard Branson -- How Greenpeace and Norsk Hydro changed the PVC industry / Richard Branson -- Conclusion: Crises are important brand issues to be solved by breaking expected patterns / Richard Branson -- References / Richard Branson -- How to build an excellent customer experience culture / Richard Branson -- How SAS took off again with their most important passengers on board / Richard Branson -- Conclusion: Company culture is branding, and inclusion is the name of the game / Richard Branson -- References / Richard Branson -- What do customers appreciate most in the best customer experience brands? / Richard Branson -- How do the best customer experience brands manage personalization? / Richard Branson -- How to improve self-confidence / Richard Branson -- Entrepreneurs' new interest in personal branding / Richard Branson -- Create your 'brand me' strategy / Richard Branson -- Conclusion: It all boils down to self-confidence in individuals / Richard Branson -- References / Richard Branson -- Apple: The surprising fruit of user understanding / Richard Branson -- Starbucks: A surprising journey from coffee-freaks to public living rooms / Richard Branson -- Virgin: Maintaining the predictable and adding the unexpected / Richard Branson -- Google: A constantly surprising, huge, online creative workshop / Richard Branson -- Nike: Forever surprisingly fit / Richard Branson -- Lego: Toying with surprising ideas / Richard Branson -- GoPro: Surprisingly competitive in the smartphone camera world / Richard Branson -- KLM: A surprisingly generous airline / Richard Branson -- Instagram: Surprising insights into sharing photos / Richard Branson -- H&M: Surprisingly consistent inconsistency / Richard Branson -- Uber: Turning hailing a cab into a surprisingly joyful experience / Richard Branson -- Handelsbanken: Surprisingly futuristic in finance / Richard Branson -- Giffgaff: People-power builds a surprising breakthrough mobile operator brand / Richard Branson -- Kia Motors: The power of surprise / Richard Branson -- Alibaba Group: Surprisingly passionate / Richard Branson -- McDonald's, Stockholm: Surprising 'can currency' can purchase hamburgers / Richard Branson -- Nordic Choice Hotels, Norway (and owner Petter Stordalen): Surprising successful culture from the top / Richard Branson -- References / Richard Branson -- What's going on in our world, really? / Richard Branson -- Branding [—] set out to support the positive forces in the universe / Richard Branson -- References / Richard Branson -- Transaction brands as opposed to relation brands / Richard Branson -- The world of transaction brands / Richard Branson -- Mass production needed transaction brands / Richard Branson -- Transaction brand characteristics / Richard Branson -- Selling transaction brands / Richard Branson -- Innovation in a transaction brand / Richard Branson -- Can a transaction brand become a relation brand? / Richard Branson -- References / Richard Branson
Dimensions
unknown
Extent
1 online resource (xix, 168 pages)
Form of item
online
Isbn
9780749477516
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations.
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
99969758485
System control number
(NhCcYBP)13152091
Label
Customer experience branding : driving engagement through surprise and innovation, Thomas Gad
Publication
Copyright
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Machine generated contents note: Positive surprises excite us / Richard Branson -- Personal surprises / Richard Branson -- The other aspect of surprise / Richard Branson -- References / Richard Branson -- Managing perception in people's minds / Richard Branson -- What comes first: business strategy or brand strategy? / Richard Branson -- Branding handles multiple stakeholder interests / Richard Branson -- Branding offers a smarter entrance to the market / Richard Branson -- The key elements of branding [—] and how to manage perceptions in people's minds / Richard Branson -- Conclusion: Branding is more than meets the eye for any business leader / Richard Branson -- References / Richard Branson -- Meaning is the essence of relation brands / Richard Branson -- Friendship branding / Richard Branson -- Storytelling and customer involvement / Richard Branson -- Passionate brand ambassadors / Richard Branson -- Small ideas in combination and constant improvement / Richard Branson -- Peer to peer: Engaged and democratic / Richard Branson -- Conclusion: A new type of brand and a new brand strategy is needed / Richard Branson -- References / Richard Branson -- Customer experience driven business and branding strategy / Richard Branson -- The roles of the new business strategy / Richard Branson -- Integrating brand strategy and business strategy / Richard Branson -- How a very young entrepreneur did what established international businesses couldn't / Richard Branson -- Do companies fail if they don't disrupt themselves first? / Richard Branson -- Conclusion: How to turn the unexpected to your business and branding advantage / Richard Branson -- References / Richard Branson -- Surprise findings / Richard Branson -- The non-conscious brain drives behaviour / Richard Branson -- The non-conscious brain makes decisions / Richard Branson -- Relationships are remembered before details / Richard Branson -- Breaking patterns and forming new ones / Richard Branson -- Decisions are emotional, not logical / Richard Branson -- Mirror neurons copy behaviour and read minds / Richard Branson -- The Dropbox example of immediate gains / Richard Branson -- Are we genetically coded to make wrong decisions? / Richard Branson -- `Reality distortion field' or reframing? / Richard Branson -- The brand algorithm in the brain / Richard Branson -- Conclusion: Managing non-conscious customer minds / Richard Branson -- References / Richard Branson -- Brand context innovation / Richard Branson -- Context first, then product / Richard Branson -- Why is it essential to get into people's minds first? / Richard Branson -- Our traditional innovation system / Richard Branson -- How to develop brand context innovation / Richard Branson -- Conclusion: Context innovation and using framing as a tool is key to successful customer experience branding / Richard Branson -- References / Richard Branson -- The brand mind space / Richard Branson -- 4-D branding as a surprise generator / Richard Branson -- The 4-D surprise creation tool / Richard Branson -- Conclusion: The stretching out of the brand to create surprise / Richard Branson -- References / Richard Branson -- What is surprise, anyway? / Richard Branson -- The theory about the effects of surprise / Richard Branson -- The deeper psychological effects of surprise / Richard Branson -- Anticipation [—] the basis of surprise / Richard Branson -- Half of customer happiness is surprise / Richard Branson -- Start with needs, create trust and anticipation, then surprise with delivery / Richard Branson -- The Easter egg effect / Richard Branson -- Conclusion: The power of anticipation and surprise / Richard Branson -- References / Richard Branson -- The brand code / Richard Branson -- The brand motto / Richard Branson -- Conclusion: The brand code is the heart of a brand / Richard Branson -- Brand is key to customer experience / Richard Branson -- Customer expectations drive customer experience / Richard Branson -- Why don't more businesses use these mechanisms? / Richard Branson -- The customer journey / Richard Branson -- The cornerstones of customer experience / Richard Branson -- Customer experience and user experience / Richard Branson -- Brand user experience / Richard Branson -- Measuring success in customer experience branding / Richard Branson -- Conclusion: Customer experience branding is all about creating and delivering on expectations / Richard Branson -- References / Richard Branson -- Coding the customer touch-points with your brand code / Richard Branson -- Customer touch-point card: Google Search [—] legal documents / Richard Branson -- Apple's customer touch-points / Richard Branson -- Conclusion: A customer experience brand is as strong as the sum of its customer touch-points / Richard Branson -- References / Richard Branson -- Content and dramaturgy / Richard Branson -- The brand conversation map / Richard Branson -- Transmedia storytelling and how it works / Richard Branson -- Brand themes: The connection between the brand platform and the mega trends / Richard Branson -- The brand experience script: The dramaturgy of brand activation / Richard Branson -- The brand experience script is the structure of continued brand activation / Richard Branson -- Scripting the brand experience script / Richard Branson -- A brand experience script in many episodes / Richard Branson -- Systematic delivery of surprises / Richard Branson -- A simpler, less ambitious version of the brand experience script / Richard Branson -- Enter the chief surprise officer / Richard Branson -- Conclusion: The customer experience brand has to be programmed with systematic surprises / Richard Branson -- References / Richard Branson -- How a big airline became personal / Richard Branson -- Critics, or brand ambassadors? / Richard Branson -- What led to these socially driven moments of surprise and delight? / Richard Branson -- How do brands benefit? / Richard Branson -- How brands can get involved / Richard Branson -- Why do some messages go viral and not others? / Richard Branson -- The smartphone and relation brand media / Richard Branson -- Conclusion: Social media apps are the key to building relation brands and creating customer experience / Richard Branson -- References / Richard Branson -- Volkswagen's emission manipulation, 2015 / Richard Branson -- How 'United breaks guitars' broke a pattern of not listening to customers' complaints / Richard Branson -- How Greenpeace and Norsk Hydro changed the PVC industry / Richard Branson -- Conclusion: Crises are important brand issues to be solved by breaking expected patterns / Richard Branson -- References / Richard Branson -- How to build an excellent customer experience culture / Richard Branson -- How SAS took off again with their most important passengers on board / Richard Branson -- Conclusion: Company culture is branding, and inclusion is the name of the game / Richard Branson -- References / Richard Branson -- What do customers appreciate most in the best customer experience brands? / Richard Branson -- How do the best customer experience brands manage personalization? / Richard Branson -- How to improve self-confidence / Richard Branson -- Entrepreneurs' new interest in personal branding / Richard Branson -- Create your 'brand me' strategy / Richard Branson -- Conclusion: It all boils down to self-confidence in individuals / Richard Branson -- References / Richard Branson -- Apple: The surprising fruit of user understanding / Richard Branson -- Starbucks: A surprising journey from coffee-freaks to public living rooms / Richard Branson -- Virgin: Maintaining the predictable and adding the unexpected / Richard Branson -- Google: A constantly surprising, huge, online creative workshop / Richard Branson -- Nike: Forever surprisingly fit / Richard Branson -- Lego: Toying with surprising ideas / Richard Branson -- GoPro: Surprisingly competitive in the smartphone camera world / Richard Branson -- KLM: A surprisingly generous airline / Richard Branson -- Instagram: Surprising insights into sharing photos / Richard Branson -- H&M: Surprisingly consistent inconsistency / Richard Branson -- Uber: Turning hailing a cab into a surprisingly joyful experience / Richard Branson -- Handelsbanken: Surprisingly futuristic in finance / Richard Branson -- Giffgaff: People-power builds a surprising breakthrough mobile operator brand / Richard Branson -- Kia Motors: The power of surprise / Richard Branson -- Alibaba Group: Surprisingly passionate / Richard Branson -- McDonald's, Stockholm: Surprising 'can currency' can purchase hamburgers / Richard Branson -- Nordic Choice Hotels, Norway (and owner Petter Stordalen): Surprising successful culture from the top / Richard Branson -- References / Richard Branson -- What's going on in our world, really? / Richard Branson -- Branding [—] set out to support the positive forces in the universe / Richard Branson -- References / Richard Branson -- Transaction brands as opposed to relation brands / Richard Branson -- The world of transaction brands / Richard Branson -- Mass production needed transaction brands / Richard Branson -- Transaction brand characteristics / Richard Branson -- Selling transaction brands / Richard Branson -- Innovation in a transaction brand / Richard Branson -- Can a transaction brand become a relation brand? / Richard Branson -- References / Richard Branson
Dimensions
unknown
Extent
1 online resource (xix, 168 pages)
Form of item
online
Isbn
9780749477516
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations.
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
99969758485
System control number
(NhCcYBP)13152091

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