Contents -- Foreword: Thoughts from Two Icons -- Foreword: "Just Stick It Between Your Legs" -- Acknowledgments -- Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying -- Prologue: The Experience Effect in Action: Two Personal Examples -- 1 Buzzwords Need Not Apply: Defining the Experience Effect -- 2 Best Pasta in Town: Positioning the Experience Effect -- 3 Brand Soundtrack: Making the Right Decisions for the Brand -- 4 Not by Numbers Alone: Understanding the Brand's Target Audience -- 5 Kiss a Few Babies: Constructing a Consumer Profile -- 6 Get Emotional: Connecting with Customers on Multiple Levels -- 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints -- 8 Squishees from Kwik-E-Mart: Activating Touchpoints -- 9 Avoiding the Cookie Cutter: Creating Unique Touchpoints -- 10 Meet Martha, Louis, and Some Elves: Finding Inspiration -- 11 Madonna and Tide: Learning from Celebrities -- 12 Everyone Else Bring Data: Researching the Experience Effect -- 13 A Flash of Color: Owning the Experience Effect -- 14 Mind the Gap: Assessing What's Missing on the Brand -- 15 A Room with a View: Keeping the Team on Track -- Afterword: Click-Through: Making It Real -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- About the Author.