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The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience Hardcover – May 3, 2010


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The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience + The Experience Effect For Small Business: Big Brand Results with Small Business Resources
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Product Details

  • Hardcover: 240 pages
  • Publisher: AMACOM (May 3, 2010)
  • Language: English
  • ISBN-10: 0814415547
  • ISBN-13: 978-0814415542
  • Product Dimensions: 9 x 6.1 x 1 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #679,925 in Books (See Top 100 in Books)

Editorial Reviews

Review

"He will make you think and change how you act and for a marketing book that is the ultimate praise." --DTC Perspectives



"The Experience Effect takes marketers through every step of constructing an experience that expresses a clear, meaningful brand impression and then reinforces it with each customer interaction....Based on real marketplace examples and results, The Experience Effect leads the way to securing customer loyalty, touchpoint by touchpoint, interaction by interaction, person by person." --Retail Observer

Book Description

The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more.

When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the “experience effect,” and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples, The Experience Effect shows readers how to:

Understand their brand’s target audience • Conduct more effective market research • Connect with customers on an emotional level • Establish appropriate and engaging customer touchpoints • Link digital and nondigital media • Perform a gap analysis of their brand’s marketing • And more

Whatever the business, whatever the size, The Experience Effect will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.


More About the Author

Entrepreneur of the Year, Agency of the Year, Most Creative Agency, Thought Leadership Certificate of Excellence, Social Media Icon - these are not accolades that Jim Joseph takes lightly or too seriously either. They inspire him everyday to continue to excel and to learn.

Jim Joseph is the kind of guy that actually watches the television commercials rather than skipping through them. He scans the magazine ads before ever reading the columns, hard copy and online. Don't be surprised to find him in his office, legs propped up, flipping through Twitter on his iPad.

As the President of Cohn & Wolfe North America, Jim brings over twenty-five years of consumer marketing leadership, bold management prowess, and a fine head of hair to the agency. If running this gig wasn't big enough, he's also a three-time author, blogger, professor at New York University, and regular contributor to Entrepreneur. To top it off, he's on the Board of Directors for the number one branding school in the country, The Brand Center at VCU, and well as The Council of PR Firms and DTC Perspectives.

When you want to get something done, give it to someone who's busy!

Jim's brand pedigree is a portfolio in the who's who of marketing including Tylenol, Johnson & Johnson, IKEA, Cadillac, Ambien, Nokia, Walmart, and Kellogg's. His entrepreneurial streak motivated him to start his own agency, after years of client side marketing at Johnson & Johnson and Arm & Hammer. He later sold that agency to The Publicis Groupe where he managed agencies covering brand strategy, consumer promotion, shopper marketing, digital, CRM, and advertising.

With the strength of a power-lifting honey badger and the intelligence of, well, an NYU professor, Jim's boldest move was transforming what was a struggling pharmaceutical advertising agency into an integrated marketing powerhouse, Saatchi & Saatchi Wellness. By moving from "sickness" to "wellness", and from silo'd to holistic, Jim engineered a makeover that included new capabilities in CRM, promotion, and digital, as well as a new mix of clients beyond pharma into diverse areas of wellness.

Fulfilling a lifelong dream, Jim published his first marketing book in 2010 called The Experience Effect, which showed how building a powerful brand experience creates shareable consumer loyalty. As Jim says, "without a great brand experience, you're just another product." The book garnered much critical acclaim, winning a Silver Medal for Best Marketing Book from Axiom. We'd bet his mother has a copy bolted to the refrigerator.

Sequels take a look at applying that big brand theory to small business with The Experience Effect for Small Business and now personal branding with The Personal Experience Effect. His daily blog and continuing contributions to Entrepreneur remind us that, "marketing is a spectator sport," as he touches on big brand experiences as well as advice for anyone in marketing, even if you are just marketing yourself!

Following Jim is like following the best that the marketing industry has to offer, because that's who he watches and reports on every day.

JimJoseph.com
@JimJosephExp.com

Customer Reviews

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Marketing professionals, read this book!
Dave Fiore
The Experience Effect was incredibly insightful and knowledgeable book I found easy to follow and institute into my everyday life.
Henry
If marketers do things right, they will create The Experience Effect which will build brand loyalty.
John Chancellor

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By loka on September 24, 2010
Format: Hardcover Verified Purchase
I gave this book a 3-star rating not because it is mediocre - it has all the basics a new marketer or people interested in the topic need to know. Plus, the author does that in very simple language - it's jargon free.

The book gives you a guide (plus reallife examples) for brand-building. It talks about a multi-steps approach:

1. Define your brand. Draw a perceptual map to help you find a unique place in your category (the fact that it talks about a perceptual map gives you a sense of who its target audience is, for those who does not know how to draw a perceptual map - grab this book, now!).

2. Understands your consumer. You have to literally observe them by following them, doing what they do to understand their needs - functionally and emotionally.

3. By doing 2, you find out all the touchpoints (points at which your consumers will potentially come into contact with your brand). The next step is to choose the touchpoints which matters to consumers and at the same time make sense for the brand.

4. Design the touchpoints. Be consistent but avoid cookie-cutter approach. Make the most out of each touchpoint because each has own advantages and characteristics (just think about 2 different touchpoints - retail outlets and websites- and how you can tailor-make experience for each). I think the author has given a bunch of good examples as to how this could be done. Examples including LV, Ralph Lauren, Abercrombie & Fitch, The Simpsons Movie and a cookie brand called Keebler.

5. In building the brand, make sure the brand experience is "ownable" - meaning the experience is uniquely about your brand, so that consumers will not confuse you with someone else and you don't end up marketing for your competitors.
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2 of 2 people found the following review helpful By Laura Barry on August 4, 2010
Format: Hardcover
This book is a refreshing way to provide insight, humor, truth and applicability to marketing. It is unlike typical marketing books AND the students enjoyed reading and presenting from it. I plan to use it again this fall! Looking forward to Jim's next book as well! What a way to revolutionize teaching.
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1 of 1 people found the following review helpful By Dave Fiore on July 15, 2010
Format: Hardcover Verified Purchase
Marketing professionals, read this book! Brand managers especially. In a world where the best-informed-consumer-ever makes new demands of your products and practices, and where they have access to far-reaching bully pulpits (social networks, consumer review sites, YouTube, blogs, and more) -- you need help! Read The Experience Effect.
Jim Joseph sets out by clearly defining what The Experience Effect is (it's the summary impact of your brand on a consumer based on the cumulative experiences they have with your brand every time they interact with it, whether shopping for it, complaining about it, using it, etc).
In fact, that's the best word to describe this book: clear. The concepts are presented in everyday language and supported by everyday examples. The conversational tone is perfectly appropriate, because Joseph is writing about consumers' everyday experiences and how they affect your brand's performance. As you digest the lessons and examples, you're suddenly remembering your own experiences with brands, and these connections give great clarity to the premise.
And there are plenty of examples. The Experience Effect isn't limited to sales. Joseph points out good and bad brand experiences that happen everyday in customer support, in product design, in web site design, in general service. The brands highlighted range from J. Crew to the local pasta restaurant. And they all resonate.
Then Jospeh walks you through the steps of understanding, strategizing and tailoring your own brand's Experience Effect. And as the rest of the book, it's super clear and informed by his deep marketing knowledge.
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1 of 1 people found the following review helpful By markb73 on October 19, 2010
Format: Hardcover Verified Purchase
I've worked in the advertising industry for nearly 10 years and have actually had the pleasure of seeing Jim Joseph in action. He has an incredible ability to think on his feet regardless of the situation. His knowledge of the space is quite remarkable and he has a seemingly endless reservoir of experience to draw from.

He shares a great deal of that experience in this book, that squarely places the emphasis back where it belongs - on the customer and their experience with a brand. The concepts are easy to follow and he clearly outlines the steps those new to the advertising/marketing world need to master. That's great, but I've worked on countless campaigns over the years and his examples served as a sharp reminder to me of just how easy it is to get sidetracked while brand building (or destroying as sometimes the case may be). I've seen, first hand, too many advertisers (myself included) get lost in the "big idea" for a brand, that they forget to really consider what that ultimately means for how the customer relates to that brand (or how the disparity between a brand's offline and online experiences can create confusion and a serious disconnect for that matter).

I now actively pay attention again to my interactions with the various brands in my life and how they affect me. Not only do I find it fascinating to really ponder how those interactions impact my habits, but it will no doubt increase my effectiveness in the ad world moving forward. So thanks Jim for the reminder to pay attention again to all things, big and small.
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