Books

Joseph Sassoon is the author or co-author of 6 books published in the last few years.

Customer Experience Design

Progettare esperienze di marca memorabili sui media digitali

Today all main companies are competing not just in improving their products and services but also in the so-called experience economy. And this new dimension of the economy is more and more digital – meaning that the most competitive companies are those which succeed in providing highly satisfying online experiences seamlessly connected to the physical ones. The customer journey is generally viewed as a path going from awareness to consideration, evaluation, purchase and then a final stage in which people may use social media to share their experience. But this book shows how today’s customer journey is most often digitally socialised in all its stages: before, during and after the purchasing moment. Language: Italian. Published in 2017.


 

Giochi da prendere sul serio.


Gamification, storytelling e game design per progetti innovativi

Gamification is fun - but it must be taken seriously. Otherwise it can easily lead to a waste of time and resources. When conceived and implemented correctly, it has the potential for giving a boost to your internal processes and your marketing and communication activities. In fact, gamification is about engaging and motivating people. This book explains how it works, with a clear set of guiding principles and several examples of gamified experiences at companies and institutions. Language: Italian. Published in 2015.


 

Screen Shot 2016-05-01 at 12.33.23

Branded content.


La nuova frontiera della comunicazione d'impresa

Branded content is the new big trend in corporate communication. It is driven by three main factors: the need for companies to limit their expensive advertising spending; the exciting social media landscape which pushes companies to become publishers; and the openness of media channels, even TV channels, to host quality content from companies at very low cost or for free. Companies can hugely benefit from starting producing their own original content, aimed at informing, educating and entertaining their audiences. Read how your brand can become an autonomous storytelling source and attract a lot of interest in the process. Language: Italian. Published in 2014.


 

Screen Shot 2016-05-01 at 12.51.26

Storie virali.

Come creare racconti di marca capaci di diffondersi in modo esplosivo nel web

Why some brand videos are able to ignite viral wildfires and other attempts are unsuccessful? Many contend this issue is impossible to solve as viral, by its nature, is unpredictable. Still, in this debate one topic has not got the necessary attention: the role of storytelling – or, to be more precise, the relationship between viral processes and how brand stories are built. To what extent spontaneous sharing on the web depends on the way a story is structured? And how should a story aiming at viral diffusion exactly be? This book offers a detailed answer to those questions, providing a list of guiding factors to improve the chances of your story going viral. Language: Italian. Published in 2012.


 

Screen Shot 2016-05-01 at 14.55.18

Web storytelling.

Costruire storie di marca nei social media

The age in which pre-defined and invasive brand stories were able to push sales is drawing to an end. Web users are less and less interested in one-directional messages and want to be involved in new forms of narrative sharing. In the new world of social media characterised by freedom, dialogue and participation, brand storytelling has huge opportunities to appeal to people’s imagination. But companies must rethink their traditional communication approach and understand how to involve employees and customers in the process of content creation. Language: Italian. Published in 2012.


 

web

Marketing narrativo.

Usare lo storytelling nel marketing contemporaneo

In a not distant past, marketing and storytelling were separate domains. No longer. Brands and products are becoming inseparable from their stories – sometimes brands and products are stories. When people are less interested in objects and more interested in meaning, any effort to sell has to enter the realm of narrative marketing. In this inspiring world the rules are different. And the new challenges are many because the best brands are already there. Discover how you can compete with your stories in the effort to gain narrative supremacy for your brands and products. Language: Italian. Published in 2011.


 

marketing