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Customer Experience Branding

Book Description

A game-changing account of how to retain an element of surprise in branding strategy to skilfully manage consumer perceptions from the bestselling author of "4-D Branding" and "Managing Brand Me".

Table of Contents

  1. Cover
  2. Title Page
  3. About the author
  4. Contents
  5. List of figures
  6. Foreword by Richard Branson
  7. Preface
  8. Dedication and acknowledgements
  9. Epigraph
  10. Introduction: Customer experience branding – surprise, surprise!
    1. Positive surprises excite us
    2. Personal surprises
    3. The other aspect of surprise
    4. References
  11. 01    Branding: Managing perception in people’s minds
    1. Managing perception in people’s minds
    2. What comes first: business strategy or brand strategy?
    3. Branding handles multiple stakeholder interests
    4. Branding offers a smarter entrance to the market
    5. The key elements of branding – and how to manage perceptions in people’s minds
    6. Conclusion: Branding is more than meets the eye for any business leader
    7. References
  12. 02    Relation brands: How the internet introduced surprise branding
    1. Meaning is the essence of relation brands
    2. Friendship branding
    3. Storytelling and customer involvement
    4. Passionate brand ambassadors
    5. Small ideas in combination and constant improvement
    6. Peer to peer: Engaged and democratic
    7. Conclusion: A new type of brand and a new brand strategy is needed
    8. References
  13. 03    Embracing the unexpected: A new kind of business strategy
    1. Customer experience driven business and branding strategy
    2. The roles of the new business strategy
    3. Integrating brand strategy and business strategy
    4. How a very young entrepreneur did what established international businesses couldn’t
    5. Do companies fail if they don’t disrupt themselves first?
    6. Conclusion: How to turn the unexpected to your business and branding advantage
    7. References
  14. 04    Branding brain: How new research about the brain can help create surprises
    1. Surprise findings
    2. The non-conscious brain drives behaviour
    3. The non-conscious brain makes decisions
    4. Relationships are remembered before details
    5. Breaking patterns and forming new ones
    6. Decisions are emotional, not logical
    7. Mirror neurons copy behaviour and read minds
    8. The Dropbox example of immediate gains
    9. Are we genetically coded to make wrong decisions?
    10. ‘Reality distortion field’ or reframing?
    11. The brand algorithm in the brain
    12. Conclusion: Managing non-conscious customer minds
    13. References
  15. 05    Context innovation: Surprise by reading the minds of customers and users
    1. Brand context innovation
    2. Context first, then product
    3. Why is it essential to get into people’s minds first?
    4. Our traditional innovation system
    5. How to develop brand context innovation
    6. Conclusion: Context innovation and using framing as a tool is key to successful customer experience branding
    7. References
  16. 06    Four-dimensional branding: Stretching the brand mind space for the unexpected
    1. The brand mind space
    2. 4-D branding as a surprise generator
    3. The 4-D surprise creation tool
    4. Conclusion: The stretching out of the brand to create surprise
    5. References
  17. 07    The Easter egg effect: How to produce anticipated surprise
    1. What is surprise, anyway?
    2. The theory about the effects of surprise
    3. The deeper psychological effects of surprise
    4. Anticipation – the basis of surprise
    5. Half of customer happiness is surprise
    6. Start with needs, create trust and anticipation, then surprise with delivery
    7. The Easter egg effect
    8. Conclusion: The power of anticipation and surprise
    9. References
  18. 08    Coding for surprise: The brand code and motto
    1. The brand code
    2. The brand motto
    3. Conclusion: The brand code is the heart of a brand
  19. 09    Customer experience branding: Creating a perceived difference, even if there is none
    1. Brand is key to customer experience
    2. Customer expectations drive customer experience
    3. Why don’t more businesses use these mechanisms?
    4. The customer journey
    5. The cornerstones of customer experience
    6. Customer experience and user experience
    7. Brand user experience
    8. Measuring success in customer experience branding
    9. Conclusion: Customer experience branding is all about creating and delivering on expectations
    10. References
  20. 10    Customer experience touch-points: The points of customer contact
    1. Coding the customer touch-points with your brand code
    2. Customer touch-point card: Google Search – legal documents
    3. Apple’s customer touch-points
    4. Conclusion: A customer experience brand is as strong as the sum of its customer touch-points
    5. References
  21. 11    Brand play: The implementation and dramaturgy of customer experience branding
    1. Content and dramaturgy
    2. The brand conversation map
    3. Transmedia storytelling and how it works
    4. Brand themes: The connection between the brand platform and the mega trends
    5. The brand experience script: The dramaturgy of brand activation
    6. The brand experience script is the structure of continued brand activation
    7. Scripting the brand experience script
    8. A brand experience script in many episodes
    9. Systematic delivery of surprises
    10. A simpler, less ambitious version of the brand experience script
    11. Enter the chief surprise officer
    12. Conclusion: The customer experience brand has to be programmed with systematic surprises
    13. References
  22. 12    Social media branding: How apps and new media can make brands feel surprisingly human
    1. How a big airline became personal
    2. Critics, or brand ambassadors?
    3. What led to these socially driven moments of surprise and delight?
    4. How do brands benefit?
    5. How brands can get involved
    6. Why do some messages go viral and not others?
    7. The smartphone and relation brand media
    8. Conclusion: Social media apps are the key to building relation brands and creating customer experience
    9. References
  23. 13    Crisis brand management through surprise: Breaking a bad pattern in an unexpected way
    1. Volkswagen’s emission manipulation, 2015
    2. How ‘United breaks guitars’ broke a pattern of not listening to customers’ complaints
    3. How Greenpeace and Norsk Hydro changed the PVC industry
    4. Conclusion: Crises are important brand issues to be solved by breaking expected patterns
    5. References
  24. 14    Company surprise culture: Making your employees feel special
    1. How to build an excellent customer experience culture
    2. How SAS took off again with their most important passengers on board
    3. Conclusion: Company culture is branding, and inclusion is the name of the game
    4. References
  25. 15    The surprising power of individuals: How self-confidence drives customer experience
    1. What do customers appreciate most in the best customer experience brands?
    2. How do the best customer experience brands manage personalization?
    3. How to improve self-confidence
    4. Entrepreneurs’ new interest in personal branding
    5. Create your ‘brand me’ strategy
    6. Conclusion: It all boils down to self-confidence in individuals
    7. References
  26. Case book: Some surprise cases
    1. Apple: The surprising fruit of user understanding
    2. Starbucks: A surprising journey from coffee-freaks to public living rooms
    3. Virgin: Maintaining the predictable and adding the unexpected
    4. Google: A constantly surprising, huge, online creative workshop
    5. Nike: Forever surprisingly fit
    6. Lego: Toying with surprising ideas
    7. GoPro: Surprisingly competitive in the smartphone camera world
    8. KLM: A surprisingly generous airline
    9. Instagram: Surprising insights into sharing photos
    10. H&M: Surprisingly consistent inconsistency
    11. Uber: Turning hailing a cab into a surprisingly joyful experience
    12. Handelsbanken: Surprisingly futuristic in finance
    13. Giffgaff: People-power builds a surprising breakthrough mobile operator brand
    14. Kia Motors: The power of surprise
    15. Alibaba Group: Surprisingly passionate
    16. McDonald’s, Stockholm: Surprising ‘can currency’ can purchase hamburgers
    17. Nordic Choice Hotels, Norway (and owner Petter Stordalen): Surprising successful culture from the top
    18. References
  27. Afterword: Putting branding in a larger perspective
    1. What’s going on in our world, really?
    2. Branding – set out to support the positive forces in the universe
    3. References
  28. Notes
    1. Transaction brands as opposed to relation brands
    2. The world of transaction brands
    3. Mass production needed transaction brands
    4. Transaction brand characteristics
    5. Selling transaction brands
    6. Innovation in a transaction brand
    7. Can a transaction brand become a relation brand?
    8. References
  29. Index
  30. Copyright