Jim Joseph sat down with host of the Inside Communications TV show, Mike Bako, to discuss his new book "The Experience Effect", and what it takes for a product to become a brand that is not only wanted -- but needed.

The decision to pay money for a product or service is often based on more than just the product or service itself. Award-winning brand architect, author and marketer, Jim Joseph calls this ideal combination the "experience effect" and he's here to teach you how to effectively create an experience that takes your brand to the next level.