Make Your Brand Matter

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Discover why brand and experience are two sides of the same coin -- and how to transform each of them Make Your Brand Matter is your organization's personal roadmap to aligning how customers view -- and interact with -- your company and how your firm projects itself out into the world. It is an expert demonstration of how to align your company's brand with customer experience, enabling you to acquire new customers, increase the value of existing clients, and improve customer loyalty. You'll learn to use experiential concepts like transference, transparency, uniquity, personalization, and immediacy to connect to an increasingly demanding and sophisticated public. You'll also discover how to rapidly transform a customer from a brand evaluator to a loyal advocate. This book is filled with hands-on strategies your team can use to capture existing digital opportunities -- and create new ones -- and offers illuminating case studies of historical and digitally native brands that succeeded (or failed) to seize the digital moment. Make Your Brand Matter belongs in the libraries of founders, executives, managers, and other business leaders seeking a competitive advantage in an economic arena filled with increasingly nimble and capable opponents. By the end of the book, you'll understand how to marry your company's brand and customer experience into one coherent and exciting package.