Experiential marketing : secrets, strategies, and success stories from the world's greatest brands

Intro -- Title Page -- Copyright -- Dedication -- Before We Begin -- Chapter 1: The Rise of the Experience -- The Experience R/Evolution -- Recalibrating the Marketing Mix -- The New Branding Frontier -- Reference -- Chapter 2: The Psychology of Engagement -- The Science Behind Relationships -- Learning Drives Understanding -- References -- Chapter 3: Developing an Experiential Strategy -- Connection -- Control -- Content -- Currency -- Conversion -- Strategy First -- Chapter 4: Anatomy of an Experiential Marketing Campaign -- Remarkable -- Shareable -- Memorable -- Measurable -- Relatable -- Personal -- Targetable -- Connectable -- Flexible -- Engageable -- Believable -- Reference -- Chapter 5: Digital Plus Live -- Creating a Wired Experience -- Connecting Online and Off -- Chapter 6: Experience Design -- Creating Living Stories -- Building an Experience -- Bringing Brands to Life -- Chapter 7: Proving Performance and Measurement -- Metrics That Matter -- Building Your Performance Plan -- The Power of Touch -- Brands Making Headway -- The Next Phase -- Practice Measurement Discipline -- References -- Chapter 8: The 10 Habits of Highly Experiential Brands -- The DNA of Experiences -- Embracing Experiential -- Chapter 9: The Vocabulary of Experiences -- New Marketing Features, Functions, and Terms -- Chapter 10: Converting to an Experience Brand -- STEP 1. Identify Your Fronts -- STEP 2. Find and Align Partners -- STEP 3. Select the Right Agency -- STEP 4. Fix Your RFP Process -- STEP 5. Beef Up Your Internal Teams -- STEP 6. Create Value -- STEP 7. Improve Lower-Funnel Results -- Reference -- Acknowledgments -- About the Authors -- Index -- EULA.