If your organization wants to better understand customer experience and how it contributes to brand value, The Physics of Brand is the place to start. This book offers a practical framework that shows how brands interact with people in time and space -- to create value for people, brand owners, and society.
The authors leave a smile in your mind as they weave neuroscience, micro and macroeconomics and systems thinking into a narrative equally rewarding for general managers, marketers and finance leaders. If you think branding is limited to communication, sales conversions, or logo design, this book will expand your worldview. If you want a more precise method to value brands, this book will light your hair on fire.
Through the Time Model, you'll learn why first moments are vital in creating long term brand memories, and you'll find out how to design moments that lead to emotional engagement. You will also learn why time spent with a brand is an important and under-appreciated indicator of brand energy.
The Space Model shows how brands operate in the real world of Brand Owners, Brand Handlers, Communities and People. The Jacob's Ladder Model shows how brand signals ladder-up to brand value. These three models provide a new framework to assess the value of brands and provide the tools to design superior customer experiences.
The chapters ground the ideas in reality through case studies that include KIND, Smartwool, Patagonia and The Honest Company, with fun detours such as Snoop Dog and Willy Nelson sharing a bucket of KFC in an Amsterdam parking lot. The writing is as friendly as the ideas are elevated. Each chapter includes clear summaries, mind bending thought experiments and pleasant diversions.
This book is for leaders who want to improve the customer experience in a measurable way. The Physics of Brand will help you arrive at a rewarding destination. The book presents a brand-new way of thinking.
Aaron Keller is a founding partner at Capsule. For more than 20 years he has led national and international brands through consumer research, marketing strategy and brand development. Aaron has an MBA from the Carlson School of Management at the University of Minnesota and taught integrated marketing at the University of St. Thomas as an adjunct professor. He's the author of three books and a popular speaker. When Aaron isn't in a seat on a plane, you're likely to find him on a bike heading across Iowa or the Rocky Mountains.
Dan Wallace is the founder of Idea Food. He works with leaders to connect the dots at the intersection of branding, marketing, customer experience and employee experience. Dan provides keynote presentations and leads workshops with cross-functional teams to design superior customer experiences. Dan holds an MBA based on systems thinking from the University of St. Thomas. He has won awards for innovation in both internal and external branding.
Renée Marino is the founder of Cupitor Consulting, a firm specializing in the financial aspects of brands and intangible assets. She has an MBA in finance from the University of Chicago and sits on the Board of Governors of the American Society of Appraisers. She holds credentials as a Certified Public Accountant, Accredited in Business Valuation from the American Institute of CPAs, an Accredited Senior Appraiser with the American Society of Appraisers and a Chartered Financial Analyst with the CFA Institute. Renee comes from a family of physicists and neuroscientists, but she zigged when the others zagged, and ended up working in dynamic system modeling and advanced financial studies.
