Customer Experience Branding: Driving Engagement Through Surprise and Innovation

Surprise and delight is a customer service tactic used by brands to ensure customer loyalty, such as MasterCard s Priceless Surprises campaign, which rewarded uses with unexpected gifts. The challenge for brands is to keep creating these incentives that are continually innovative and attention retaining. On the other hand, surprise can also work the other way, such as when a brand's product gets unexpectedly adopted/used by a large group of people. Branding expert Thomas Gad argues that a brand s success lies in its ability to quickly and nimbly respond to this surprise. He expertly reviews the considerations when devising brand strategy that introduces an element of newness and interest into customer interactions. He uses case studies from that have continually achieved this, including Apple, Starbucks, Virgin, LEGO, IKEA, Google, Uber, GoPro, Instagram, and adidas.

Author: Thomas Gad
Publisher: Kogan Page
Published: 09/27/2016
Pages: 192
Binding Type: Paperback
Weight: 0.61lbs
Size: 9.21h x 6.14w x 0.41d
ISBN: 9780749477509

About the Author
Thomas Gad is a Branding Expert at Wellington Partners Venture Capital as well as the owner of his own consulting company with offices in Palo Alto, California. He has worked with Nokia, BMW, Virgin, Deutsche Bank, and Spotify. He is the author of 4-D Branding (Financial Times/Prentice Hall) and contributed a chapter to Beyond Branding (Kogan Page).