Touch: Building Your Brand in the Experience Economy
- About the Author
Garner expert advice on branding drawn from decades of experience from both the client and agency perspective
From online to offline, events to Instagram: Experiences matter. Consumer Researchers have called experiences "the new luxury". So what does that mean for brands, established or new? How do you create a seamless brand experience across all touchpoints, one that transforms customers into brand advocates who are telling your story?
Brand consultant and university lecturer Jörg Dietzel writes the playbook for creating brand experiences – based on over 30 years of experience working with blue chip clients in Europe, the United States and Asia. The book is illustrated by case studies drawn from the author’s wide-ranging experiences.
Through case studies from Audi, Chope, Eu Yan Sang, Swire and others, and with easy-to-follow 'how to' steps, marketers, students of marketing and agencies will get ideas about trends and what they can do to take advantage of them, in order to thrive in the new Experience Economy.
Experiences are the new social currency. In travel and shopping, online and dining, we are looking for unique, memorable experiences – to immerse ourselves in and to share them with our friends via social media.
Jörg Dietzel has worked in advertising, branding and communication for thirty years, half of them in Asia, both on the client- and agency-side. Highlights include building a global network for Audi based out of London, ran DDB China, opening DDB Berlin and looked after multinational clients for BBDO Asia based out of Hong Kong.
Over the past few decades, he has worked with brands like Audi, FedEx, VISA, Kinderworld, SportsHub, MICA and many more. Based in Singapore again since January 2019, Jörg teaches Advertising and Strategic Brand Management at the Business School of Singapore Management University. He is also the author of Create Connect Convince - Fundamentals of Advertising, Branding and Communication (Marshall Cavendish Business, 2008).
Cover Type: Paperback
Page Count: 208
Year Published: 2020