Cartea lunii de la CIM este “Construirea experientelor de brand” (Building Brand Experiences). Companiile au provocari tot mai mari in a-si mentine brandurile relevante in noua lume remodelata permanent de schimbari profunde. Multe organizatii au reactionat la schimbarile din mediu cu initiative legate de produs sau pret. Studiile arata insa ca emotiile si experientele de brand sunt principalii factori responsabili pentru deciziile importante de cumparare.
Analiza, redesenarea si constructia in cunostinta de cauza a experientelor de brand ii sprijina pe manageri sa creeze experiente persoanlizate si relevante cu care consumatorii sa rezoneze si care sa sustina performanta de brand pe termen lung. Cartea si-a propus sa fie un ghid care sa ofere pas cu pas etapele procesului de constructie a unor experiente de brand relevante, pe baza unor instrumente verificate si testate, ilustrate cu exemple si studii de caz.
O carte care merge mana in mana cu programele noastre de training pe termen lung sau scurt din aceasta toamna: cu workshop-ul concentrat Customer Journey Mapping din 27 septembrie al Andreei Coca, cu singurul training acreditat in Customer Experience si weekend-ul intensiv cu Debbie Pearson sau cu valoroasele traininguri customizate sustinute in Romania de Paul Hitchens.
Nu in ultimul rand, contextul de evaluare de la cursul acreditat in marketing strategic la care facem inscrieri doar pana pe 20 octombrie este tot Customer Experience. Cusrsantii CIM beneficiaza de un pret special. Cei interesati gasesc mai jos sumarul in limba engleza.
CONTENTS
Chapter – 01: Introduction to retaining relevance through brand experiences;
Chapter – 02: The Brand Experience Blueprint: A practical management tool;
Section – ONE: Brand Experience Environment;
Chapter – 03: Understanding your stakeholders;
Chapter – 04: Fine-tuning your perspective;
Chapter – 05: Considering the mechanics of delivery;
Chapter – 06: Adopting a data-driven approach;
Chapter – 07: Summary: Brand Experience Environment;
Section – TWO: Brand Experience Essentials;
Chapter – 08: Brand values;
Chapter – 09: Brand essence;
Chapter – 10: Brand promise;
Chapter – 11: Brand positioning;
Chapter – 12: Brand personality;
Chapter – 13: Summary: Brand Experience Environment and Essentials;
Section – THREE: Brand Experience Enablers;
Chapter – 14: Behaviour;
Chapter – 15: Communications;
Chapter – 16: Design;
Chapter – 17: Summary: Brand Experience Environment, Essentials and Enablers;
Section – FOUR: Measuring Brand Experiences;
Chapter – 19: Adopting a holistic approach to measuring brand Experiences;
Chapter – 20: How to measure brand experiences scientifically;
Chapter – 21: Closing thoughts: Building brand experiences as a route to retaining brand relevance;
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