Book Description
âWe’re now hip-deep, if not drowning, in the âexperience economy.â Hereâs the smartest book Iâve read so far that can actually help get your brand to higher ground, fast. And itâs written by people who not only drew the map, but blazed these trails in the first place.â
–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 experiencesâas distinct from trivial onesâreinforce 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 fooled: 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 Meaning: 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.
Download Description
""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 fooled: 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 Meaning: 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."
Customer Reviews:
A business case for meaning in design.......2006-07-11
If you've been following Nathan Shedroff's work to build a conceptual framework for experience design then you will find this book to be his next step, but with an emphasis on meaningful experiences. The book presents the business strategy and design process. It is of little help directly for actually designing anything and that information wouldn't fit into the same book anyway. Such help only exists by studying ethnography, social and environmental psychology, neurology, product design, and so forth.
Books that I would recommend along with this one are "The Meaning of Things" by Csikszentmihalyi, "The Cultural Animal" by Baumeister, "Emotional Design" by Norman, and whatever product design liturature you can find for your field. If you aren't an ethnographer then you should acquire the basics and there are several books on Amazon to help develop your skills.
While "Making Meaning" is a fine business book and lays out a basic conceptual framework for business, the framework for applied meaning design is not yet developed. For now you will have to figure this out on your own. Designers have stumbled into decent meaning designs in products or adopted existing designs that already have meaning, but if you want to design for a new meaning then you are on your own. The 15 meanings included in this book will help get you started. If you want an excellent example of meaning design I suggest you check the dash of the 2007 Jeep Wrangler Unlimited. It is thick with meaning; see if you can find it.
- jim
Important idea, unimpressive narrative.......2006-03-22
This book makes a minor contribution to the literature on customer experience management. Its raison d'etre is that there is potential for "meaning" in customer experience that can be used for competitive advantage. The authors could have demonstrated personal commitment to their theory by better managing the experience of reading their book. It has copious typographical errors and several grammatical errors as well. In addition to that, readers like me who appreciate the visual aspects of a book may be put off by the lack of illustrations. The few included here look like they were drawn on a napkin---not by Picasso. These are not serious obstacles to understanding the "meaning" of this book, but they made me wonder why the authors didn't do a better job of walking their talk. The physical book itself could have been an example of their theory. The ideas in the book are attractive, but could have been helped by a more coherent explanation of key words like "meaning" and "experience." The HOW TO content, which consumes the bulk of the narrative, is not very instructive nor inspiring. On the whole, the same theory is presented more effectively in books like Corporate Religion, by Jesper Kunde; and The Hero And The Outlaw, by Mark and Pearson.
heron preston review.......2006-03-02
loved the book. a great, informative read. as a college student currently studying design+management at parsons, this book made me excited about my future. here are some highlights:
1. Footworks:
In the book, the authors develop a ficticious company, Footworks, which they use to build examples from. This is a cool method to teach because you can watch Footworks grow throughout the progression of the book. You can also visualize how their ideas would really be implemented within a company.
2. Defining Innovation Culture:
They build an innovation team, and speak about every person making up that team. They talk about their importance of creating meaningful experiences, their responsibilities within the company and why they should be on the team. These are some of the people:
Brand Management, Sales Management, Information Tech (IT), Human Resources (HR), CEO, Marketing Management and Research, Design and Development.
3. I think the most important of all is how they really deal with defining "meaning" which is something that took me a couple chapters to really grasp. They speak about how important it is for businesses to really figure out which meaningful experiences their customers value. Then it breaks into delivering that experience which really connects on a personal level making them integrate that experience into their lives. A meaningful experience would be how a vegetarian FEELS when he / she practices vegetarianism.
4. There's psychology involved, which goes past working with products and services into for example, deciding whether the new CEO of your company should be male or female and whether or not they're athletic. "Just as tribes, traditions, and objects brought order and `rightness' to people in previous centuries, a company and it's offerings may now play that role as well by solidifying a relationship at the deepest possible point in the human psyhce and personality. It's a potent place for a company to be".
A powerful way of thinking about design........2006-02-27
As a visual communicator, I found the book thought provoking, stimulating and insightful. It is quite simple to negotiate, and absolutely matches my instinctive but unfocussed thoughts on the topic.
It's really a big idea. The thoughts and processes encapsulated here are bound to become the norm in terms of research. It's a natural.
Making Meaning.......2006-02-13
This book is a great resource for anyone working in marketing or research. Learning how to communicate with consumers in a meaningful way is the key to earning both their respect and their business. The authors' years of experience is synthesized into a concise and practical guide to creating meaningful experiences for consumers, including many specific examples of how "making meaning" actually works. Their suggestions will help to elevate brands to new levels in the eyes of customers.
Book Description
Learn how to sell more with less effort!
Meaningful Marketing is a powerful new approach to sales and marketing that will multiply the impact of every dollar you invest and every hour you spend working.
Meaningful Marketing is about honesty. It's about respecting your customers' intelligence. It's about focusing your energies on how you and your offering make a genuine difference in your customers' lives.
The alternative to Meaningful Marketing is Mindless Marketing - using sales and marketing tricks and gimmicks as opposed to the actual merits and virtues of your offering to make the sale.
New research by the authors indicates that Meaningful Marketing initiatives are twice as likely to deliver sustained success versus Mindless efforts, and four times less likely to require significant price discounting.
What makes this book's teachings more reliable and reproducible than others is that instead of being based on "guru opinions," it's grounded in hard data on consumer, industrial and business-to-business marketing.
After reading Meaningful Marketing, you will know how to more effectively and efficiently market and sell your brand, your services, your products and even yourself!
Customer Reviews:
Size DOES Matter!.......2004-10-11
In the world of marketing, you need to lead the pack, or figure out why you don't. Once again, Doug Hall has put together a book that will help propel you and your company to heights unimagined.
Packaged into short, concise segments that allow you room to think and apply each one to your individual situation, "Meaningful Marketing" will provide every reader with a better business future.
My advice? Get a copy of this book and place it within reach of everyone on your staff.
Excellent way to get some marketing essentials.......2004-05-21
I wanted the opposite of a long winded course on marketing and found it in this book. Short, factual and intelligent, this book will help you hone your message, and allow you to quickly understand several important ways to reach your target audience.
A must read for all business owners.......2003-12-29
I had fun reading MEANINGFUL MARKETING. It shoots down a lot of conventional wisdom regarding marketing and sales. My own copy is completely dog-eared and covered with highlighter. I certainly hope my competitors don't get a hold of this, since I plan to use a lot of what I learned!
Meaningful Marketing has a very readable style.......2003-12-29
It's designed to be dipped in and out of. It's easily digested in chunks. The combination of data based truth with "so what do you do about it" alongside - makes the book very practical. Some of the stuff will clearly challenge commonly held beliefs I'm sure, the emphasis on data makes it more likely readers will indeed challenge themselves. I don't know of anything else you can read that will have a more direct effect on your business success.
100 truths and 402 useful ideas.......2003-12-08
The impressively collaborative effort of Dough Hall (CEO of the Ohio-based invention think tank Eureka! Ranch) and Jeffrey Stamp (Vice President of Research & Development, Eureka! Ranch), Meaningful Marketing is a practical, "user friendly", resource book which offers the reader 100 truths and 402 useful ideas to improve marketing, and move more product with less expenditure. A one hour audio CD complements and enhances the presentation of insightful and useful ideas, as well as caveats to guard against common mistakes and misconceptions. Meaningful Marketing is a superb resource for anyone considering, studying, or employed in the complex business of commercial marketing regardless of the products or services involved.
Product Description
The Dominator. The Follower. The Cynic. The Joker. The Wallflower. The Proselytizer. Who are these people? If you've ever been frustrated by a runaway focus group, you need Bob Kahle's new field guide to the misbehavers! Dominators, Cynics, and Wallflowers will help you recognize ten basic bad actors, and give you effective tools to quickly neutralize their hijinks. Improve your success in leading focus groups, or managing any small group discussion, without resorting to a whip and a chair.
Book Description
This is a powerful new approach to marketing that will multiply the impact of every dollar invested. Comprehensive research by Doug Hall and Jeffrey Stamp details marketing initiatives that will deliver sustained success. What makes this book's teaching more reliable and reproducible than others is its foundation on hard data reflecting customer, industrial, and business-to-business marketing, not: "guru opinions." After reading Meaningful Marketing, readers will know how to more effectively and efficiently market and sell their brand, their services, their products, and even themselves!
Customer Reviews:
Excellent Collection of Marketing Data.......2006-06-20
Being an engineer turned marketer similar to Hall, I have much appreciation for his data based approach. The data is excellent... I use it to make a case frequently... although it could be more accessible in it's layout. Not to be confused with a 'how-to' book, this is a 'why and proof' exercise I have found quite useful in gaining buy in to new ideas.
A must have for sales/marketing people!.......2005-06-12
Doug Hall is the co-founder of Eureka! Ranch, a think tank that has produced more successful marketing campaigns than almost any other in recent memory. This book builds on the experiences that Doug has had with helping clients develop both products and marketing campaigns that truly enrich the reader. Meaningful Marketing draws comparisons and contrasts between Meaningful Marketing and Mindless Marketing. Hall and his co-author Jeffrey Stamp not only grab us with data, they grab us emotionally. For example, based on the results of 901 new products at the end of five years, those with a Meaningful Marketing approach had a 53% survival rate (still available and profitable). Those with a Mindless Marketing approach had a 24% survival rate - almost a 100% difference. And the point is, we can all choose between approaches.
This book says that you can take the moral high road, tell the truth about your products and services, charge a premium because they solve problems, add value, and make a difference - and sleep like a baby at night! I like that.
In this unique two-page format, a data-proven point is made on the left-hand page, and then on the right-hand page are 3 to 5 practical applications of how to make it work. This book belongs on the shelf of anyone with any responsibility at all for either sales or marketing.
Product Description
Brand Prototyping presents a unique method that enables the brand to create a strong identity and to develop a meaningful relationship with the consumer. This Brand Prototyping Process® is derived from the Jungian archetypes, because these provide a framework that guides the building of a brand in an individual, consistent and consequent way. By virtue of their timeless and universal nature, they offer the ability to create a link between the static and dynamic brand identity. The Brand Prototyping Process® is the first concept that can offer concrete tools for relevant renewal within the identity such that the relationship remains meaningful and the brand is seen as vital and dynamic. Thus the Brand Prototyping Process® offers a solution to the paradox that faces every brand: the need to stay the same by continually adapting!
Average customer rating:
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Establishing a meaningful grants committee for your foundation. (column): An article from: Fund Raising Management
William Lampton
Manufacturer: Hoke Communications, Inc.
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ASIN: B00091Q9A0
Release Date: 2005-07-28 |
Book Description
This digital document is an article from Fund Raising Management, published by Hoke Communications, Inc. on September 1, 1990. The length of the article is 1355 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Establishing a meaningful grants committee for your foundation. (column)
Author: William Lampton
Publication:
Fund Raising Management (Magazine/Journal)
Date: September 1, 1990
Publisher: Hoke Communications, Inc.
Volume: v21
Issue: n7
Page: p68(2)
Article Type: column
Distributed by Thomson Gale
Book Description
This digital document is an article from San Diego Business Journal, published by Thomson Gale on November 13, 2006. The length of the article is 563 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Get to know your customers well to make marketing campaigns more meaningful.(SMALL BIZ HOW TO)
Author: Bev Oster
Publication:
San Diego Business Journal (Magazine/Journal)
Date: November 13, 2006
Publisher: Thomson Gale
Volume: 27
Issue: 46
Page: 48(1)
Distributed by Thomson Gale
Book Description
This digital document is an article from Fund Raising Management, published by Hoke Communications, Inc. on September 1, 1993. The length of the article is 1634 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Fund-raising organizations need to establish close links with their donors to ensure their successful operation. This entails structuring their programs to coincide with their donors' values and perceptions to encourage the latter's participation and continued involvement in organizational causes. This also involves a more united approach so that the organization becomes a reflection of the fund-raising strategy, with the donor base serving as the foundation.
Citation Details
Title: Getting close to the donor. (structuring fund-raising programs to create more meaningful donor relationships)
Author: Don Lamont
Publication:
Fund Raising Management (Magazine/Journal)
Date: September 1, 1993
Publisher: Hoke Communications, Inc.
Volume: v24
Issue: n7
Page: p29(3)
Distributed by Thomson Gale
Book Description
This digital document is an article from Franchising World, published by Thomson Gale on August 1, 2006. The length of the article is 1560 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Improving your franchise network through proactive transfer: key steps to ensuring a smooth and meaningful transfer of an existing franchise.(FW FOCUS: FRANCHISE RELATIONS)
Author: Catherine Monson
Publication:
Franchising World (Magazine/Journal)
Date: August 1, 2006
Publisher: Thomson Gale
Volume: 38
Issue: 8
Page: 59(3)
Distributed by Thomson Gale
Book Description
This digital document is an article from Franchising World, published by Thomson Gale on December 1, 2005. The length of the article is 1180 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Key accounts and a franchised system: this meaningful strategy can boost a franchise's development, but it takes time and expertise to develop.(MARKETING MAGIC: MOVING YOUR FRANCHISE TO THE HEAD OF THE LINE)
Author: Charles Chase
Publication:
Franchising World (Magazine/Journal)
Date: December 1, 2005
Publisher: Thomson Gale
Volume: 37
Issue: 12
Page: 13(4)
Distributed by Thomson Gale
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Experience Design 1
Designing Interactions
