Belonging Experiences: Designing Engaged Brands

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iUniverse, Jun 15, 2010 - Business & Economics - 136 pages
How does a business create strong brand loyalty when there is so much competition for customers attention and needs? In Belonging Experiences, author Jean-Piere Lacroix explores the trends that impact how consumers connect with products and services while outlining a new model for brand engagement based on more than thirty years of leveraging the power of design thinking. The strategies outlined in Belonging Experiences provide businesses with easy-to-understand tools that lay the groundwork for a successful brand-engagement initiative. With timely examples and case studies to illustrate key points, Lacroix introduces the Beginning Experience concept that can unleash the full potential of advocates for brands, allowing for greater visibility and loyalty through third party endorsements and referrals. By understanding how consumer needs are evolving, creating an experience to meet these needs, leveraging technology, establishing an employee value proposition, and engaging employees to live the brand promise, businesses can create a successful experience for their brand that will truly resonate and connect with consumers and positively impact the organizations bottom line.
 

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Contents

CHAPTER ONE SEEING AROUND THE CORNER
1
CHAPTER TWO KEY FACTORS DRIVING THE TRENDS
7
CHAPTER THREE BRAND ENGAGEMENT
23
CHAPTER FOUR THE CASE FOR BELONGING EXPERIENCES
47
CHAPTER FIVE THE BELONGING EXPERIENCE MODEL
61
CHAPTER SIX NOT ALL MOMENTS OF TRUTH ARE EQUAL
69
CHAPTER SEVEN CREATING AN ENGAGED EMPLOYEE EXPERIENCE
87
CHAPTER EIGHT THE PATHWAY TO ACTION
105
About the Author
117
References
119
Copyright

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About the author (2010)

Jean-Pierre Lacroix is co-founder of Shikatani Lacroix, a global branding and design firm. Lacroix coined and then trademarked the “Blink Factor.” He has more than thirty years of experience working with some of the world’s leading consumer brands. He lives in Toronto, Ontario, with his family.

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