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Book Review: The Experience Effect
Thursday, June 03, 2010 | Dan Beaulieu

A book recommendation from Dan Beaulieu

The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

By: Jim Joseph
Copyright 2010 by AMACOM Press
Price: $24.95
Pages: 222, with index

I love this concept! The idea that your company's brand is a complete experience. Rather than try to explain the concept, I'll give you a few examples: The three notes that represent NBC; anything Disney; Southwest Airlines; Pottery Barn; Apple; L.L. Bean; Harley and BMW--get it? These are brands you can count on. These are brands you can believe in. These are brands that create loyal and faithful followers. These are companies that have created very high expectations and continuously live up to those expectations--a tough task and one that is not always easy to fulfill. If you set high expectations and have a strong brand following, you'd better watch out because, if you stutter, if you stumble for even one second, your brand image can be tarnished and your customers' experience lessened.

In this very clever and readable book, Marketing Expert Jim Joseph shares his knowledge of building the brand experience from his many years of developing that branding experience for such companies as Kellogg's, Crafts and Cadillac. By using a clear and sincere step-by-step method peppered with very strong examples, Joseph shows us how to build our own company's brand experience.

This is one of those books that you actually read for pleasure and learn something along the way. Learn a lot actually--a whole new way of approaching the subject of branding and, hence, uncommon customer loyalty. Talk about having fun while you learn something... How about this for a question? If your company were a celebrity, who would it be? Think about that one for a while.

I cannot recommend this book enough--it represents a whole new way of thinking about marketing that none of us can afford to overlook. Please pick it up and read it if you want to bring an entirely new and productive approach to your company's marketing, branding and, yes, customer service.

 


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