Description
STEVEN G. SOECHTIG has worked for several industry-leading brand and experience strategy firms throughout his career. He has served as CEO of Ogilvy Experience, as an Expert Partner at McKinsey & Company, and as a Managing Director at Deloitte Digital. In each role, Steve has been instrumental in the creation and expansion of the Digital Experience practice, working closely with marketing and digital leaders to shape their strategies and drive both top-line growth and unparalleled customer loyalty. Introduction Better Lucky Than Good What to Expect from This Book Chapter 1: A Far Too Brief History of Brand Strategy The Emergence of Modern Brand Strategy The Intersection of Brand and Experience The Criticality of Experience Chapter 2: The Dawn of Digital The Birth of the Internet Online Advertising Begins Personalization of the Online Customer Experience The E-Mail Explosion Customer Expectations and Technological Innovation Emerging from the Digital Transformation Era Chapter 3: Focusing on the Modern Consumer Millennial Expectations Generation Z Expectations The Customer Funnel Awareness Evaluation Transactions Engagement Loyalty Chapter 4: Believing in Your Brand and Redefining Your Strategy Experience Defines the Brand Building a Culture Through Data Analytics and Engagement Location Through Data Analytics Leveraging Technology to Drive Engagement and Growth Turning Brand Promise into Reality Chapter 5: Selling Experiences, Not Products Commoditized Brands Become Invisible Customers Control Branding Replacing Products with Experiences A Foundation of Innovation and Performance Creating an Engaged Community Pivoting to Gain Market Share The Fusion of Digital and Physical Personalization Customer Connection, Personalization, and Omnichannel Strategy Chapter 6: Time Is the New Currency – Anticipating without Being Invasive Collapsing Time Time-Saving Conveniences Data-Driven Innovations Making Quick Service Quicker Post-Digital Data and Loyalty Four Time-Based Lessons Chapter 7: Finding a Novel Approach to Solving a Market Need Ambassadors of Innovation Strategic Innovations in CRM Novel Omnichannel Engagement Building Innovation into Your Brand Strategy Chapter 8: Humanizing the Experience Understanding People’s Needs Expanding an Exclusive Market to Everyone Human-First Engagement Risking Controversies for Growth Humanizing Effectively Chapter 9: Connecting Your Customer with Your Cause Embracing Corporate Social Responsibility Shifting from Brand Identity to Social Cause Authentic and Proactive Leadership Engaging and Inspiring the Community Committing to the Cause Chapter 10: Looking to the Future Innovation with a Large I Predictions Sometimes Miss the Mark Emerging Experience Trends AI-Enabled Conversational Interfaces Augmented Reality The Metaverse and NFTs Chapter 11: Where You Should Begin Three Approaches to Assessments Three Prerequisites for Assessments Three Areas of Assessments Agile Experience Innovation Notes About the Author Index
