Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

by Steve Diller, Darrel Rhea, Nathan Shedroff
     
 

“We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand to higher ground, fast. And it‘s written by people who not only drew the map, but blazed these trails in the first place.”
–Brian Collins, Executive Creative

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Overview

“We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand to higher ground, fast. And it‘s written by people who not only drew the map, but blazed these trails in the first place.”
–Brian Collins, Executive Creative Director, Ogilvy & Mather Worldwide Brand Integration Group

In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences.

Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. Making Meaning not only encourages businesses to adopt an innovation process that’s centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team.

Meaningful experiences—as distinct from trivial ones—reinforce or transform the customer’s sense of purpose and significance. The authors’ vision of a world of meaningful consumption is idealistic, but don’t be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to create deeper and richer experiences for your customers. Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.

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Editorial Reviews

From the Publisher
"We're now hip-deep, if not drowning, in the 'experience economy.' Here's the smartest book I've read so far that can actually help get your brand to higher ground, fast. And it's written by people who not only drew the map, but blazed these trails in the first place. "
-Brian Collin s, Executive Creative Director, Ogilvy and Mather Worldwide Brand Integration Group

"This delightfully clear book is intended to help companies connect real people by placing meaning at the center of a company's "culture of innovation." With wit, intelligence, and humor, Making Mea ning is about as far as one can get from the rapaciousness of soulless consumerism. Louis Cheskin must be smiling!"
-Brenda Laurel, Ph.D., Distinguished Engineer, Sun Microsystems

"A visionary, eye-opening book that tackles the critical emerging question: When everything is possible, what is necessary? Authored by top leaders in the field, it is a must-read for anyone looking towards the future, for it brilliantly illustrates one of the promising keys to business success."

-Marco Steinberg, Associate Professor, Harvard University, Graduate School of Design

"Turning the ordinary into meaningful is at the core of this innovative book about how to enrich customer experience through powerful insights. It analyses universal meaningful experiences derived from global research. The marketing strategist, the brand manager, the market researcher, the designer, and many others will find in these pages inspiration for actionable improvement of products and services. Making Meaning holds the secrets of powerful marketing. Thank you, Steve, Nathan, and Darrel, for bringing this book to life."

-Felipe Korzenny, Ph.D., Director of Graduate Studies, Communication; Director of the Center for Hispanic Marketing Communication, Florida State University

"Making Meaning is a 'whole brain' innovation process that makes a whole lot of sense."

-Brad Caspe r, President and Chief Executive Officer of The Dial Corporation

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Product Details

ISBN-13:
9780321374097
Publisher:
New Riders
Publication date:
12/16/2005
Series:
Voices That Matter Series
Pages:
152
Product dimensions:
6.26(w) x 9.28(h) x 0.62(d)

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