Make Your Brand Matter: Experience-Driven Solutions to Capture Customers and Keep Them Loyal - Hardcover

by Steven G. Soechtig (Author)

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.

Front Jacket

Talk of digital transformation is becoming cliché. The truth is that the era of digital transformation is already over. Those firms that failed to acknowledge and harness the power of digital technologies are dead or dying, while those that effectively transformed their business processes and models to align with digital capabilities are encountering new challenges and obstacles in an increasingly competitive marketplace.

In Make Your Brand Matter: Experience-Driven Solutions to Capture Customers and Keep Them Loyal, eminent brand and experience strategist Steve Soechtig delivers an essential and thought-provoking discussion of building and maintaining an impactful brand in the post-digital transformation era. In the book, the author walks you through the evolution of brand and experience, from the perspectives of digitally native and historical brands who have succeeded -- or failed -- to capture the loyalty of modern consumers.

Arguing that brand and experience are two sides of the same coin, the book explores case studies of firms that enabled new customer acquisition, customer value optimization, and customer loyalty by focusing on experiential concepts like personalization, transparency, transference, uniquity, and immediacy.

You'll find concrete strategies and hands-on techniques for accelerating your customers' progression from evaluators to loyal brand advocates and consider insightful discussions of why brand and experience reinforce one another. You'll learn why a customer's experience in dealing with your company must embrace, reflect, and reinforce brand identity.

A can't-miss resource for marketing professionals, founders, executives, managers, and other business leaders, Make Your Brand Matter is an essential guide to aligning how the world sees and interacts with your firm and how your organization cultivates and expresses its brand.

Back Jacket

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.

Author Biography

STEVEN G. SOECHTIG has worked for several industry-leading brand and experience strategy firms throughout his career. He has served as CEO of Ogilvy Experience, as an Expert Partner at McKinsey & Company, and as a Managing Director at Deloitte Digital. In each role, Steve has been instrumental in the creation and expansion of the Digital Experience practice, working closely with marketing and digital leaders to shape their strategies and drive both top-line growth and unparalleled customer loyalty.