Make Your Brand Matter

Experience-Driven Solutions to Capture Customers and Keep Them Loyal

Steven G. Soechtig

• Publisher: Wiley
• Year: 2022
• ISBN:
  9781119860372
• Edition: 1
• Topic: Business
• Subtopic: Marketing
• Index: Business

Combine brand and experience into a single, exciting whole to drive growth

The Digital Transformation era has come and gone. Experiential concepts like personalization, transparency, transference, uniquity, and immediacy are now table stakes in an increasingly connected and responsive market. Companies that failed to ante up are already gone—or fading fast.

In Make Your Brand Matter, serial entrepreneur and brand strategist Steve Soechtig delivers an eye-opening discussion of the post-Digital Transformation era in which we now live. The book walks you through the evolution of brand and experience, leveraging examples of historical and digitally native brands that have succeeded and failed to seize the digital moment.

You'll discover brands that enabled new customer acquisition, customer value optimization, and customer loyalty, all the while realizing that brand and experience are two sides of the same coin. The book also offers:

• Strategies, techniques, and activities for teams to capture digital opportunities
• Discussions of why brand and experience reinforce one another and how experiences must embrace, reflect, and enforce brand identity
• Tactics to accelerate the customer's progression from evaluator to loyal advocate

Make Your Brand Matter is an essential resource for marketing professionals. It also belongs on the bookshelves of company founders, owners, managers, executives, and other business leaders seeking to develop their organization's ability to marry brand and experience into one coherent and exciting package.

Table of contents

• Cover
• Table of Contents
• Title Page
• Copyright
• Dedication
• Introduction
• CHAPTER 1: A Far Too Brief History of Brand Strategy
• CHAPTER 2: The Dawn of Digital
• CHAPTER 3: Focusing on the Modern Consumer
• CHAPTER 4: Believing in Your Brand and Redefining Your Strategy
• CHAPTER 5: Selling Experiences, Not Products
• CHAPTER 6: Time Is the New Currency – Anticipating without Being Invasive
• CHAPTER 7: Finding a Novel Approach to Solving a Market Need
• CHAPTER 8: Humanizing the Experience
• CHAPTER 9: Connecting Your Customer with Your Cause
• CHAPTER 10: Looking to the Future
• CHAPTER 11: Where You Should Begin
• About the Author
• Index
• End User License Agreement