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Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences
“ 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 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 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.
–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 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 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.
146 pages, Hardcover
First published January 1, 2005
17 people are currently reading
287 people want to read
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Displaying 1 - 8 of 8 reviews
May 25, 2020
People don't buy products anymore but experiences.
At 150 pages, Making Meaning, is a quick read. Surprisingly, however, it is immensely informative and enjoyable as well 😉
At 150 pages, Making Meaning, is a quick read. Surprisingly, however, it is immensely informative and enjoyable as well 😉
This entire review has been hidden because of spoilers.
June 15, 2017
There are some really great insights in here . . . I just can't finish the book! I continue to keep it at my desk for reference, but this just isn't the kind of book I can read right through. The format reads like a collection of marketing essays, and I'm tired out of school where I pushed through such reading out a sheer desire to complete a thing. That being said, there really are some great things in here about value and meaning and how an intentional and smart focus on these things can set your business a part.
November 6, 2016
An interesting read showing how meaning is made from designed experiences.
Want to read
November 9, 2011Book web site: http://bit.ly/tzDRJB
Will be useful in putting the concept of the "experience library" into practice.
"We envision a time when customers increasingly make their purchase decisions based on deeply valued meanings that companies evoke for them through their products and services—in other words, meaningful consumption—as opposed to simply responding based on features, price, brand identity, and emotional pitches. We hope to persuade business leaders that combining and integrating the power of invention, design, and marketing to create meaningful experiences for their customers provides a blueprint to achieving sustained, stable growth."
Will be useful in putting the concept of the "experience library" into practice.
"We envision a time when customers increasingly make their purchase decisions based on deeply valued meanings that companies evoke for them through their products and services—in other words, meaningful consumption—as opposed to simply responding based on features, price, brand identity, and emotional pitches. We hope to persuade business leaders that combining and integrating the power of invention, design, and marketing to create meaningful experiences for their customers provides a blueprint to achieving sustained, stable growth."
August 4, 2014
Desde Leader Summaries recomendamos la lectura del libro Empresas con significado, de Steve Diller y Nathan Shedroff y Darrel Rhea.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento.
En el siguiente enlace tienes el resumen del libro Empresas con significado, Cómo conseguir que la experiencia de los clientes con un producto o servicio esté cargada de significado: Empresas con significado
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento.
En el siguiente enlace tienes el resumen del libro Empresas con significado, Cómo conseguir que la experiencia de los clientes con un producto o servicio esté cargada de significado: Empresas con significado
January 20, 2016
The authors go a step beyond emotion as a driving for force in customer experience, arguing that emotion is a byproduct of the human search for meaning. Thus, products and services that evoke and connect to meaning become compelling and successful.
June 22, 2008
actually pretty interesting for a marketing book.
January 25, 2015
Easy read with clear ideas. If you are familiar with the topic you won't learn much, but chapter 3 (A world of meaningful experiences) made it for me.
Displaying 1 - 8 of 8 reviews