CONTENTS
Foreword: Thoughts from Two Icons, vii
Foreword: Just Stick It Between Your Legs, xi
Acknowledgments, xvii
Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying, 1
Prologue: The Experience Effect in Action: Two Personal Examples, 7
1 Buzzwords Need Not Apply: Defining the Experience Effect, 15
2 Best Pasta in Town: Positioning the Experience Effect, 27
3 Brand Soundtrack: Making the Right Decisions for the Brand, 39
4 Not by Numbers Alone: Understanding the Brand's Target Audience, 57
5 Kiss a Few Babies: Constructing a Consumer Profile, 73
6 Get Emotional: Connecting with Customers on Multiple Levels, 89
7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints, 99
8 Squishees from Kwik-E-Mart: Activating Touchpoints, 115
9 Avoiding the Cookie Cutter: Creating Unique Touchpoints, 129
10 Meet Martha, Louis, and Some Elves: Finding Inspiration, 141
11 Madonna and Tide: Learning from Celebrities, 151
12 Everyone Else Bring Data: Researching the Experience Effect, 163
13 A Flash of Color: Owning the Experience Effect, 175
14 Mind the Gap: Assessing What's Missing on the Brand, 191
15 A Room with a View: Keeping the Team on Track, 201
Afterword: Click-Through: Making It Real, 213
Index, 215
About the Author, 221