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03048aam a22004218i 4500 001 87EA6F8872D911EDA0B05B7C49ECA4DB 003 SILO 005 20221203010154 008 220609s2022 nju b 001 0 eng 010 $a 2022024922 020 $a 1119860342 020 $a 9781119860341 035 $a (OCoLC)1328002627 040 $a DLC $b eng $e rda $c DLC $d BDX $d OCLCF $d NYP $d UKMGB $d SILO 042 $a pcc 050 00 $a HD69.B7 $b S64 2022 082 00 $a 658.5 $2 23/eng/20220609 100 1 $a Soechtig, Steven G., $e author. 245 10 $a Make your brand matter : $b experience-driven solutions to capture customers and keep them loyal / $c Steven G. Soechtig. 250 $a First edition. 263 $a 2209 264 1 $a Hoboken, New Jersey : $b John Wiley & Sons, Inc., $c [2022] 300 $a xviii, 206 pages ; $c 24 cm 504 $a Includes bibliographical references and index. 520 $a "Historically, consumer and B2B companies have made significant investments in defining and maintaining their brand identity. They worked to establish their brand promise, perception, and voice, establishing market positioning and differentiation to attract specific buying demographics. Once established, these companies would train their employees to project and reinforce that brand identity at every step of the customer journey, from initial awareness through evaluation, transaction, servicing, and loyalty. The brand defined the experience, and the experience reinforced the brand. The digital era disrupted this traditional brand management model. As consumers and business buyers rapidly shifted to online channels, new methods of engagement emerged, and buyers were suddenly entering the engagement cycle at different points. While brand marketers and managers continued to reinforce their traditional brand positioning, digital teams scrambled to create new engagement experiences to meet the evolving demands of the customer. Platforms, tools and technologies were implemented for function first, and then were retrofitted in an attempt to reflect the brand positioning and promise. The result was a disconnect between brand and experience, which led to confusion and frustration for many customers expecting to receive a consistent representation regardless of channel"-- $c Provided by publisher. 650 0 $a Brand name products. 650 0 $a Product management. 650 0 $a Consumer satisfaction. 650 0 $a Customer loyalty. 650 7 $a Brand name products. $2 fast $0 (OCoLC)fst00837883 650 7 $a Consumer satisfaction. $2 fast $0 (OCoLC)fst00876403 650 7 $a Customer loyalty. $2 fast $0 (OCoLC)fst00885531 650 7 $a Product management. $2 fast $0 (OCoLC)fst01078225 776 08 $i Online version: $a Soechtig, Steven G. $t Make your brand matter $b First edition. $d Hoboken, New Jersey : John Wiley & Sons, Inc., [2022] $z 9781119860389 $w (DLC) 2022024923 941 $a 1 952 $l UNUX074 $d 20221203065746.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=87EA6F8872D911EDA0B05B7C49ECA4DB 994 $a Z0 $b NIUInitiate Another SILO Locator Search