November 13, 2015

Marketing breaks down the fourth wall: smashing the barriers between people and brands

By creating unforgettable experiences that turn consumers into brand devotees, George P. Johnson CEO Chris Meyer ’87 is reinventing marketing.

By Georgy Cohen

“Traditional marketing tactics,” says 1987 SHA grad Chris Meyer, “are about creating awareness.”

But for Chris, awareness is not enough.

So he spends his days thinking

Read more

December 18, 2014

Sticktion: Memory as the catalyst for a better customer experience

Lou Carbone, CEO of Experience Engineering, came to share his work with Professor Kathy LaTour’s marketing classes (services marketing, principles of marketing). Carbone and LaTour have been working together on various projects for the last fifteen years, after meeting at the Mind of the Market Lab at the Harvard Business School.

Professor LaTour’s work on memory reconstruction offered important insights into how marketers can “backward”-frame an experience by influencing how consumers remembered the event. Carbone’s work on experience design had primarily focused on engineering the experience prior and during by implementing clues that guide how consumers interpret the experience. Most recently they published an article in the Cornell Hospitality Quarterly on “Sticktion: Assessing Memory for the Customer Experience” (http://scholarship.sha.cornell.edu/articles/496/).

Read more
Load More Posts