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Good book. Gave a lot of insight to the customer experience being more important than the actual product you may be selling. I did have a hard time coorelating it to the retail industry that I am in. But it did give me some great ideas on marketing strategy & how to create buzz through customer experiences.
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We all already know who the great brands are and have our own repository of experiences with them. The author makes this content easily accessible by focusing on concrete examples and case studies that draw upon this latent knowledge to illustrate her points. She also provides helpful planning and diagnostic tools to break down the core elements of great brand building.
The only negative I would add is that the book starts off with one of the least engaging chapters, which also seemed less central to the concept. But it's still very much a worthwhile read.