{"product_id":"customer-experience-branding-driving-engagement-through-surprise-and-innovation-9780749477509","title":"Customer Experience Branding: Driving Engagement Through Surprise and Innovation","description":"\u003cp\u003eSurprise 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Thomas Gad\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 09\/27\/2016\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 192\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.61lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.41d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780749477509\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eThomas Gad\u003c\/b\u003e 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 \u003ci\u003e4-D Branding\u003c\/i\u003e (Financial Times\/Prentice Hall) and contributed a chapter to \u003ci\u003eBeyond Branding \u003c\/i\u003e(Kogan Page).\u003cbr\u003e\u003c\/p\u003e","brand":"Kogan Page","offers":[{"title":"Paperback","offer_id":40265578545267,"sku":"9.78E+12","price":33.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_c1a8b04c-f650-44a1-a4d7-a143056a50c4.jpg?v=1657721107","url":"https:\/\/bookstorenmore.com\/products\/customer-experience-branding-driving-engagement-through-surprise-and-innovation-9780749477509","provider":"Bookstore N More","version":"1.0","type":"link"}