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Customers Included

ColemanTO's picture

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!


ColemanTO's picture

"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."

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