Through the Looking Glass

John Hayes

The author believes that brands need to fit into the context of consumers' lives - and the nature of 'brand experience' is all important in determining the brand's relationship with its public.

Through the Looking Glass

John Hayes American Express Company

Lewis Carroll was a great storyteller. ‘Alice in Wonderland’ remains a compelling children’s book 135 years after it was written because it’s based on a timeless idea. Confront Alice with what she doesn’t expect. Once she goes down that rabbit hole, everything in her world goes topsy-turvy. Not knowing what to expect always grabs our attention. Experiences that don’t make sense are unnerving, even a bit frightening, and certainly make for a good read.

What can an old child’s tale tell sophisticated marketers? What makes Alice’s experiences good fiction may...

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