Bücher
Drei Bücher verankern die Linie: der Grundlagentext 4D Branding von Thomas Gad; Managing Brand Me, eine von Thomas Gad und Annette Rosencreutz gemeinsam verfasste Erweiterung, die die Methode ins Personal Branding übertrug; und Customer Experience Branding, das das 4D-Denken in die Erlebnisökonomie überführte.
Linie
4D Branding ist das grundlegende Buch von Thomas Gad. Annette redigierte das Manuskript und hat die Methodik in der Praxis weitergeführt. Managing Brand Me wurde von Thomas Gad und Annette Rosencreutz gemeinsam verfasst. Customer Experience Branding ist das spätere Buch von Thomas Gad, das den Rahmen auf die Kundenerfahrung erweitert.
The founding text of the school
The book that started the school. Thomas Gad's 4D Branding proposed that every brand lives in four dimensions at once — functional, social, mental, and spiritual — and that the durable brands are the ones coherent across all four.
The co-authored extension into personal branding
The book that turned the four dimensions on the individual. Managing Brand Me took 4D thinking and applied it to a person — the first serious treatment of what the world would later, less carefully, call personal branding.
The later 4D book on customer experience
The book that carried 4D thinking into the experience economy. Customer Experience Branding argues that a brand is now built less in what it says than in what it does — in the moments of surprise and innovation a customer actually lives through.