Experience-based Communication is a powerful tool. Companies can
use it to bring their values to life and to make their messages
accessible and credible. By communicating in a way that can be both
sensed and felt, companies can increase their influence on internal
and external stakeholders - and existing and potential customers.
This book teaches you how to architect the way your company is
experienced at every real-life touchpoint. How to use physical
meetings and locations to create an affinity with a given market
segment. And how to engage your audience mentally, physically and
socially in order to transform them into loyal customers and
willing ambassadors.
If you want to get closer to your target groups, you will find
no greater source of inspiration than the methods presented in this
book.
"Experience-based Communication fills a much-neglected hole of
knowledge in the Experience Economy, simultaneously making the
point that proper staging and drama can make experiences more, not
less, authentic. As the authors make clear, the Experience Medium
IS the communicated message. This book is a very valuable addition
to the pantheon of the Experience Economy."
B. Joseph Pine II and James H. Gilmore, co-authors, The
Experience Economy and Authenticity: What Consumers Really Want
"I normally dislike business books, and books on communication
are often the worst. This book, however, has real personality and
is an experience in itself to read. Would that Chief Executives of
today's organisations, with their wretched, dismembered,
irritating, time-consuming, soul-destroying a ~We value your calla
(TM) systems would spare some of their time to read this book, all
our liveswould be enriched as a result. It is worth remembering
that there are only 100 cents in a Euro, so cost cutting is finite,
whereas creating value for customers is infinite and is limited
only by our own creativity and imagination. Buy this book. Enjoy
it."
Malcolm McDonald, Emeritus Professor at the Cranfield University
School of Management
"The book, Experience-Based Communication, highlights some of
the most important issues regarding the embodiment of cultural
artefacts and manifestos. The architectural utterance is itself
experience-based. Setting the stage for human interaction it adds
to both history and social behaviour. Read the book. It is an
inspirational source to everyone engaged with experience-based
communication!"
Mette Kynne Frandsen, CEO and Architect MAA at
HENNINGLARSENARCHITECTS
"This book is a must-read for marketers seeking to find
alternative ways to engage their target audiences in a deeper
dialogue in order to build customer loyalty. In a world where the
"new influencers" preside over the all important word-of-mouth,
brands need to be able to offer enduring and valuable experiences
that are capable of transforming ordinary customers into willing
ambassadors. Charting a companya (TM)s experience architecture
offers the ability to gauge where they stand and score in their
consumersa (TM) hearts, minds and most importantly, lives"
Joseph Jaffe, President and Chief Interruptor, crayon and author
of "Join the Conversation"
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