Table of Contents

• • Chapter - 0: Introduction: Surprise branding;
  • Chapter - 1: Relation Brand;
  • Chapter - 2: Embracing the Unexpected;
  • Chapter - 3: Context Innovation;
  • Chapter - 4: 4-Dimensional Branding;
  • Chapter - 5: Surprise Index;
  • Chapter - 6: Coding for Surprise;
  • Chapter - 7: Customer (Brand) Experience;
  • Chapter - 8: Brand Play;
  • Chapter - 9: Digital Social Branding;
  • Chapter - 10: The Chief Surprise Officer (CSO);
  • Chapter - 11: Case Study 1: Apple;
  • Chapter - 12: Case Study 2: Starbucks;
  • Chapter - 13: Case Study 3: Virgin;
  • Chapter - 14: Case Study 4: LEGO;
  • Chapter - 15: Case Study 5: Adidas;
  • Chapter - 16: Case Study 6: Google;
  • Chapter - 17: Case Study 7: IKEA;
  • Chapter - 18: Case Study 8: GoPro;
  • Chapter - 19: Case Study 9: KLM;
  • Chapter - 20: Case Study 10: Uber;
  • Chapter - 21: Case Study 11: Instagram;

About the Author

Thomas Gad was an experienced and inspirational international branding authority, with more than 30 years of experience with many famous brands including Nokia, BMW, Virgin, SAS, Deutsche Bank and Spotify. He was the author of the acclaimed book 4-D Branding and co-author of Managing Brand Me and Beyond Branding and was based in Stockholm, Berlin and Palo Alto, CA, where he ran his own international consultancy business with offices in Scandinavia, Germany, the USA, Russia and the UK.