Brand Currency

About the Author

Steve Susi, an accomplished creative director, has a rich background in the advertising industry. With over 16 years in New York’s digital ad agencies, Susi honed his expertise in crafting compelling brand narratives. In 2012, he took on the role of NYC creative director at Amazon Advertising, where he led teams to create original brand experiences for a vast array of advertisers. His work touched millions of customers worldwide, solidifying his reputation as a creative visionary. By 2014, Susi had risen to become the first group creative director and, eventually, the first executive creative director, overseeing creative operations across Europe, Asia, and Canada. His insights into brand strategy, customer engagement, and the digital marketplace are encapsulated in his book, "Brand Currency: A Former Amazon Exec on Money, Information, Loyalty, and Time."

Main Idea

In "Brand Currency," Steve Susi presents a thorough examination of the essential components that contribute to a brand's success in the modern economy, which he terms the "new techonomy." The book revolves around the concept that every brand is a story—a narrative written by the customers through their interactions and experiences with the brand. Susi introduces the idea of four key "currencies"—money, information, loyalty, and time—that companies must manage effectively to build a strong and enduring brand. These currencies are seen as crucial exchanges that define the relationship between brands and their customers. Susi argues that a deep understanding and strategic handling of these currencies can lead to sustainable success and customer loyalty.

Table of Contents

• Introduction
• Chapter 1: The Story of a Brand
• Chapter 2: The Four Currencies
• Chapter 3: Money – The First Currency
• Chapter 4: Information – The Second Currency
• Chapter 5: Loyalty – The Third Currency
• Chapter 6: Time – The Fourth Currency
• Chapter 7: The Day 1 Attitude
• Chapter 8: Building a Customer-Obsessed Brand
• Conclusion

1. The Story of a Brand

Steve Susi starts by emphasizing that a brand is not merely a logo or a tagline but a dynamic narrative crafted through the cumulative experiences and perceptions of its customers. He asserts that every interaction, whether through a product, service, or customer service encounter, contributes to this story. Susi believes that the authenticity and consistency of these interactions are vital in building a strong brand identity. The narrative of a brand, as he describes, is continuously evolving and must be managed with care and strategic foresight.