Brand Experience Playbook

THE BRAND EXPERIENCE PLAYBOOK How to escape the confines of product and build a fanbase of lifelong brand advocates INSIDE  H ow Red Bull became a subcultural powerhouse  W hy brand experience matters  H ow to identify the right ‘total brand experience’ for your audience  F rom Dyson to Pampers: nine brands finding novel ways to connect with audiences Why brand experience matters: How to escape the confines of product and build a fanbase of lifelong brand advocates 1