Building Brand Experiences – A Practical Guide to Retaining Brand Relevance

Retaining brand relevance is a persistent problem many top-level marketing professionals face. Resorting to product-based competition is a frequent response. This seldom helps brands retain relevance in the long run. Functional features take a brand so far before you commoditising the offer. Price-based competition follows and this frequently sucks brands under, sometimes for good. Competing through brand experiences offers an attractive alternative. Experiences drive brand performance, satisfy humans' hunger for experiences and provide an infinite number of competitive routes. The smartest managers and executives realise this but knowing where to start and how to build brand experiences is something they can struggle with. Building Brand Experiences: A Practical Guide to Retaining Brand Relevance solves this problem.

Structured around The Brand Experience Blueprint, Building Brand Experiences: A Practical Guide to Retaining Brand Relevance guides the reader, step-by-step, through the brand experience building process. The Brand Experience Blueprint is a practical management tool comprising of tried and tested tools and templates that are informed by research, expert insight, real world examples and extensive author anecdote. These combine to help the reader learn how to build brand experiences with greater confidence and conviction.