Böcker
Tre böcker bär linjen: Thomas Gads grundläggande text, 4D Branding; Managing Brand Me, den medförfattade fortsättningen som förde metoden in i personligt varumärkesbyggande; och Customer Experience Branding, som förde 4D-tänkandet in i upplevelseekonomin.
Linje
4D Branding är Thomas Gads grundläggande bok. Annette redigerade manuskriptet och har fört metodiken vidare i praktiken. Managing Brand Me är medförfattad av Thomas Gad och Annette Rosencreutz. Customer Experience Branding är Thomas Gads senare bok som utvidgar ramverket till kundupplevelse.
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.