Customers Included

Mark Hurst of Creative Good has released a new book: "Customers Included". He has a free chapter available online here:

Take a look and tell your friends!


"In the countless research sessions we have conducted at Creative Good, observing customers interact with mobile apps, websites, and other experiences, we can’t remember a single instance in which someone expressed an emotional attachment to a logo, a color, or a slogan. Instead, customers respond to the benefits they get from the experience. If a company offers a good enough customer experience – in which, yes, the logo and other “branding elements” play supporting roles – then customers may eventually form an emotional attachment to the brand."