Figures; Foreword; Preface; Dedication and acknowledgements; Introduction: Customer experience branding -- surprise, surprise!; Positive surprises excite us; Personal surprises; The other aspect of surprise; References; 01: Branding: Managing perceptions in people's minds; Managing perception in people's minds; What comes first: business strategy or brand strategy?; Branding handles multiple stakeholder interests; Branding offers a smarter entrance to the market; The key elements of branding -- and how to manage perceptions in people's minds.

Conclusion: Branding is more than meets the eye for any business leaderReferences; 02: Relation brands: How the internet introduced surprise branding; Meaning is the essence of relation brands; Friendship branding; Storytelling and customer involvement; Passionate brand ambassadors; Small ideas in combination and constant improvement; Peer to peer: Engaged and democratic; Conclusion: A new type of brand and a new brand strategy is needed; References; 03: Embracing the unexpected: A new kind of business strategy; Customer experience driven business and branding strategy.

The roles of the new business strategyIntegrating brand strategy and business strategy; How a very young entrepreneur did what established international businesses couldn't; Do companies fail if they don't disrupt themselves first?; Conclusion: How to turn the unexpected to your business and branding advantage; References; 04: Branding brain: How new research about the brain can help create surprises; Surprise findings; The non-conscious brain drives behaviour; The non-conscious brain makes decisions; Relationships are remembered before details; Breaking patterns and forming new ones.

Decisions are emotional, not logicalMirror neurons copy behaviour and read minds; The Dropbox example of immediate gains; Are we genetically coded to make wrong decisions?; 'Reality distortion field' or reframing?; The brand algorithm in the brain; Conclusion: Managing non-conscious customer minds; References; 05: Context innovation: Surprise by reading the minds of customers and users; Brand context innovation; Context first, then product; Why is it essential to get into people's minds first?; Our traditional innovation system; How to develop brand context innovation.

Conclusion: Context innovation and using framing as a tool is key to successful customer experience brandingReferences; 06: Four-dimensional branding: Stretching the brand mind space for the unexpected; The brand mind space; 4D branding as a surprise generator; The 4D surprise creation tool; Conclusion: The stretching out of the brand to create surprise; References; 07: The Easter egg effect: How to produce anticipated surprise; What is surprise, anyway?; The theory about the effects of surprise; The deeper psychological effects of surprise; Anticipation -- the basis of surprise.

Includes bibliographical references and index.

A game-changing account of how to retain an element of surprise in branding strategy to skilfully manage consumer perceptions from the bestselling author of ""4-D Branding"" and ""Managing Brand Me""

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