ELECTED TOP 10 TVM INTERNATIONAL MARKETING LITERATURE 2008/2009In the race to win the consumer's favour, experience-providing brands like Apple, Harley Davidson and Gucci have taken the lead. Fans are lining up for the latest gadgets, a new model or upcoming collections. These brands are much-discussed online, and the impact of this exposure outdoes even the most expensive advertising campaign. The key to the success of experience brands is that they are cool! An experience brand tells an authentic and convincing story in which people recognize themselves. This story is the guiding principle behind all business processes and customer contacts, and has already turned out to be the most critical success factor in the Age of the Consumer. Diederick van Thiel reveals the secret of experience marketing, and offers entrepreneurs, managers and marketing professionals the perfect manual to help them make their brand cool! This book will show you how to use the theory of experience marketing to improve your business and your sales in real life!
Diederick van Thiel is Director of Consumer Marketing at ING. He teaches Experience and Interactive Marketing at the Academy for Management, as well as the Future of Financial Industries course at the TIAS Nimbas Business School.