Game Changers Volume 2, June 2010

Changing the Game, Old School

In a Game Changers exclusive, Jim Joseph, President of Lippe Taylor Brand Communications and author of the new book The Experience Effect, talks about building business through delivery of a consistent and memorable brand experience–critically important in the new economic reality we all face.

“It’s no longer enough to just provide a functional benefit,” notes Joseph. “All your competitors can do that too, and there’s always one that will do it better, faster, or cheaper. So you need to build an emotional connection with your consumers, make them really want your brand because of the experience that you uniquely offer, above and beyond the functionality of the product.”

Read the complete article