The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the "e;experience effect,"e; and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples, The Experience Effect shows readers how to: Understand their brand's target audience * Conduct more effective market research * Connect with customers on an emotional level * Establish appropriate and engaging customer touchpoints * Link digital and nondigital media * Perform a gap analysis of their brand's marketing * And more Whatever the business, whatever the size, The Experience Effect will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.