Before it Begins ix

Chapter 1 The Rise of the Experience 1

The Experience R / Evolution 3

Recalibrating the Marketing Mix 7

The New Branding Frontier 14

Reference 15

Chapter 2 The Psychology of Engagement 17

The Science Behind Relationships 19

Learning Drives Understanding 24

References 24

Chapter 3 Developing an Experiential Strategy 25

Connection 26

Control 34

Content 42

Currency 49

Conversion 55

Strategy First 62

Chapter 4 Anatomy of an Experiential Marketing Campaign 63

Remarkable 63

Shareable 67

Memorable 73

Measurable 75

Relatable 77

Personal 81

Targetable 83

Connectable 85

Flexible 88

Engageable 91

Believable 95

Reference 98

Chapter 5 Digital Plus Live 99

Creating a Wired Experience 100

Connecting Online and Off 115

Chapter 6 Experience Design 117

Creating Living Stories 118

Building an Experience 120

Bringing Brands to Life 131

Chapter 7 Proving Performance and Measurement 133

Metrics That Matter 137

Building Your Performance Plan 141

The Power of Touch 144

Brands Making Headway 147

The Next Phase 149

Practice Measurement Discipline 150

References 153

Chapter 8 The 10 Habits of Highly Experiential Brands 155

The DNA of Experiences 156

Embracing Experiential 171

Chapter 9 The Vocabulary of Experiences 173

New Marketing Features, Functions, and Terms 174

Chapter 10 Converting to an Experience Brand 187

Step 1. Identify Your Fronts 187

Step 2. Find and Align Partners 188

Step 3. Select the Right Agency 189

Step 4. Fix Your RFP Process 190

Step 5. Beef Up Your Internal Teams 193

Step 6. Create Value 193

Step 7. Improve Lower-Funnel Results 194

Reference 195

Acknowledgments 197

About the Authors 199

Index 201