Livres
Trois livres ancrent la lignée : le texte fondateur de Thomas Gad, 4D Branding ; Managing Brand Me, le prolongement coécrit qui a porté la méthode dans la marque personnelle ; et Customer Experience Branding, qui a porté la pensée 4D dans l’économie de l’expérience.
Lignée
4D Branding est le livre fondateur de Thomas Gad. Annette en a édité le manuscrit et a fait avancer la méthodologie dans la pratique. Managing Brand Me est coécrit par Thomas Gad et Annette Rosencreutz. Customer Experience Branding est le livre ultérieur de Thomas Gad qui étend le cadre à l’expérience client.
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.