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Part: II Affective companies
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Part: II Affective companies
by Karla Straker, Cara Wrigley
Affected
Foreword
About the authors
Preface
Part: I Affecting customers
Chapter 1 Introducing affect: Creating enduring engagements
DESIGN THINKING
AFFECT AND COMPANIES
DEFINING AFFECT
THE AFFECT EFFECT
DIGITAL AFFECT
Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit
EMOTIONS 101
EMOTIONS AND AFFECT
COGNITION, AFFECT AND BEHAVIOUR
THE LIFE OF PRODUCTS
DESIGNING FOR EMOTION
THE DIGITAL HEDONIC AFFECT
FROM NOKIA TO APPLE
THE PERSONALITY OF OUR POSSESSIONS
Case Study Cj Hendry: Art through Instagram
UNDERSTANDING THE ART INDUSTRY
THE ARTIST: CJ HENDRY
COMMUNICATING A NEW MEANING
THE RISE OF INSTAGRAM
ONLINE POST ANALYSIS
USER RESPONSE ANALYSIS (COMMENTS)
UNDERSTANDING EMOTIONS AND BEHAVIOURS
LESSONS LEARNT: DESIGNING A DIGITAL CHANNEL
Part: II Affective companies
Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies
REEBOK: HOW MANY IS TOO MANY?
FROM TRADITIONAL TO DIGITAL
IMPACT OF DIGITAL CHANNELS
DIGITAL TOUCHPOINTS
DIGITAL TYPOLOGIES
BENCHMARKING WITHIN AN INDUSTRY
SELECTING THE RIGHT CHANNEL
MULTICHANNEL CUSTOMER EXPERIENCES
CUSTOMER ENGAGEMENT THROUGH COMMUNITIES
CULTURE IS KEY
Chapter 4 Digital business: Success in a virtual world
HEDGEHOG STRATEGY
UNDERSTANDING COMPANY AFFECT
DIGITAL HEDONIC RHETORIC
CONFLICTING AFFECT MESSAGING
Case Study Falling in Burberry Love
THE DIGITAL CHALLENGE IN LUXURY FASHION
BUSINESS CASE: BURBERRY
THE FIVE DIGITAL CAMPAIGNS
ANALYSING BURBERRY’S SUCCESS
IMPACT AND CHALLENGES OF EMOTION-DRIVEN DIGITAL INNOVATION
Part: III Affective strategy
Chapter 5 Designing affect: The Digital Affect Framework
LOYALTY IS A RARITY
DECONSTRUCTING THE DIGITAL AFFECT FRAMEWORK
EXAMPLES OF ALIGNING VALUES TO EXPERIENCES
AFFECTED PRINCIPLES
Case Study Affect in the aviation industry
THE CHANGING DYNAMICS OF TOURISM
THE AVIATION INDUSTRY
DIGITAL TRENDS AT AIRPORTS
THE STUDY
THE AIRPORT’S CHALLENGE
AN EMOTIONAL DESIGN APPROACH
DESIGNING A BESPOKE DIGITAL CHANNEL
DESIGNING A DIGITAL SOLUTION
NOTES
Chapter 6 Managing affect: Digital strategy in the real world
INNOVATING THE BIGGER PICTURE
A JOB FOR A FOX
IMPLEMENTING AFFECT
Final thoughts
Appendix A A (very) brief history of emotions
NOTE
Appendix B Digital Affect Framework canvas
Appendix C Typologies and touchpoints index
Glossary of key terms
NOTES
Personal reflections and acknowledgements
References
Index
EULA
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Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies
PART II
Affective companies
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