Contact
All episodes
Episode 002 · Mar 2024 · 42 min

Customer Excitement in Brand Experience

Gordon Euchler and Maik Hoffman examine customer excitement, the experiences people remember, and why it must be judged against competitors.

With Gordon Euchler & Maik Hoffman, The Spikes

Watch on YouTube Spotify Apple Podcasts
Customer ExperienceCustomer ExcitementBrand Strategy

Watch or listen to this episode

Artwork for The Evergreen Playbook episode "Customer Excitement in Brand Experience" featuring Gordon Euchler & Maik Hoffman.

Show notes

Gordon Euchler and Maik Hoffman from The Spikes discuss customer excitement: what people genuinely enjoyed in a recent interaction with a company.

They look at customer experience from the recipient’s perspective, research that asks about excitement rather than preference, counterintuitive touchpoints and ideas from outside a category.

Excitement is when, in terms of business, a company manages to stand out, because every day, hundreds of companies with thousands of approaches try to reach out to people and want something from them.

— Gordon Euchler

The Playbook

The core principles from this conversation.

  1. 1 Excitement is comparative. What thrills today becomes baseline tomorrow.
  2. 2 The most exciting moves are often counterintuitive
  3. 3 Ask what excited people, not what they prefer
  4. 4 Look outside your category for the next idea
Read the full playbook

The Guest

Gordon Euchler & Maik Hoffman

The Spikes

"It's easy to be cynical about advertising. But it's possible to make a difference and to excite people, and it is worth pursuing that." — Gordon Euchler.