The later 4D book on customer experience
Customer Experience Branding: Driving Engagement Through Surprise and Innovation
The book that carried 4D thinking into the experience economy. Customer Experience Branding argues that a brand is now built less in what it says than in what it does — in the moments of surprise and innovation a customer actually lives through.
- Author
- Thomas Gad
- Published
- Kogan Page, 2016
- Publisher
- Kogan Page
- Printed cover credit
- Thomas Gad
Jacket copy
The book that carried 4D thinking into the experience economy. Customer Experience Branding argues that a brand is now built less in what it says than in what it does — in the moments of surprise and innovation a customer actually lives through.
The experience turn
Published in 2016, Customer Experience Branding extended the 4D framework to a market in which the brand is increasingly the sum of its encounters with the customer. Thomas Gad argued that durable engagement is driven by surprise and innovation rather than message — that the experience itself is now the brand. It applies the four dimensions to the moments where a company and a customer actually meet.
Annette's contemporary commentary
[CONFIRM / Annette to supply or approve: 150–200 words on how Customer Experience Branding sits alongside the earlier 4D books, what it adds to the framework, and how she applies its emphasis on surprise and innovation in practice now.]
Key concepts
- the customer experience as brand
- surprise and innovation
- the four dimensions of experience
Table of contents
Verified table of contents required from the physical book before publication.
Sample chapter
email-gated [CONFIRM: rights to host an excerpt]
Reviews
[CONFIRM: pull quotes]
Purchase links
[publisher / retailer URLs]