Make Your Brand Matter: Experience-Driven Solutions to Capture Customers and Keep Them Loyal

Combine brand and experience into a single, exciting whole to drive growth

The Digital Transformation era has come and gone. Experiential concepts like personalization, transparency, transference, uniquity, and immediacy are now table stakes in an increasingly connected and responsive market. Companies that failed to ante up are already gone—or fading fast.

In Make Your Brand Matter, serial entrepreneur and brand strategist Steve Soechtig delivers an eye-opening discussion of the post-Digital Transformation era in which we now live. The book walks you through the evolution of brand and experience, leveraging examples of historical and digitally native brands that have succeeded and failed to seize the digital moment.

You’ll discover brands that enabled new customer acquisition, customer value optimization, and customer loyalty, all the while realizing that brand and experience are two sides of the same coin. The book also offers:

• Strategies, techniques, and activities for teams to capture digital opportunities
• Discussions of why brand and experience reinforce one another and how experiences must embrace, reflect, and enforce brand identity
• Tactics to accelerate the customer’s progression from evaluator to loyal advocate

Make Your Brand Matter is an essential resource for marketing professionals. It also belongs on the bookshelves of company founders, owners, managers, executives, and other business leaders seeking to develop their organization’s ability to marry brand and experience into one coherent and exciting package.

About the Author

Steven Soechtig is the CEO of Ogilvy Experience and has worked at the intersection of brand and experience for over 20 years. While employed at Deloitte, in 1999, he was given the opportunity as part of a small team to launch a digital agency, Roundarch, which addressed the earliest questions around the impact of digital on brand and experience. After exiting Roundarch, he was again part of a small team that launched and ran two other software startups, Orchestria and Abiquo, each of which offered solutions to improve the customer experience to ultimately drive the brand’s growth agenda.

In 2013, he re-joined Deloitte as a Managing Director and led the creation and expansion of their Digital Experience practice, working with global clients to understand their markets, their customer’s expectations, and their pathway to realizing their growth strategies through digital experience. This led him to join McKinsey as an Expert Partner in the Digital Marketing practice, which offered an opportunity to work at a board and C-Level with senior brand and experience leaders to develop five-year strategies for differentiation and market growth. The deep understanding of the intersection of brand and experience positioned Steve to take on his current role as CEO of Ogilvy Experience, where he currently leads an organization built to advise clients on the core topics of this book.