Customer perception remains a key focus for the branding community, especially in creating a mutually rewarding, long lasting, and enjoyable relationship. With so much consumer power now available due to the rise of social media, brands must focus on ways to enhance these relationships via human centered, empathetic communications that are continually innovative and surprising consumers. On the other hand, sometimes a brand is surprised, when one of its products/services is unexpectedly adopted by a large group of consumers.
Author Thomas Gad expertly reviews the considerations when devising brand strategy that introduces an element of newness and interest into customer interactions. He uses case studies from that have continually achieved this, including Apple, Starbucks, Virgin, Lego, IKEA, Google, Uber, GoPro, Instagram, and Adidas.