Industry Updates

In a Branding First... Amazon Echo Embeds

10 Nov 2016

Joseph Benson’s Book “Fifty-Seven Brand Haikus” in Alexa Voice Service

Brand strategist and author Joseph Benson’s new book, “Fifty-Seven Brand Haikus,” is the first marketing title to be transformed into an interactive experience exclusively available from Amazon Echo’s Alexa voice service.

Benson, president of Benson Brand Strategy, turned to XAPPmedia™, a leader in interactive voice engagement, to transform his book “Fifty-Seven Brand Haikus” which can be downloaded free at: "Fifty-Seven Brand Haikus."
Amazon Echo users can access “Brand Haiku,” by saying, “Alexa, enable Brand Haiku,” to any Alexa supported device. Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong, favorable brand. Taken individually, the haikus describe how to build and sustain a brand; how customers think, behave, and choose brands.
“Fifty-Seven Brand Haikus” is a great content pallet for an interactive voice experience. Consumer brands and authors should take note of the distinctive voice persona that resonates throughout this Brand Haiku skill,” said Benson. In this case, Alexa’s voice assists with skill navigation, while the author’s own voice delivers the Brand Haiku content for a uniquely engaging experience.
“I learned a lot about creating voice user experiences from the team at XAPP,” added Benson. “They produced a distinctive Amazon Echo Alexa skill that seamlessly transitioned the original written content into a great interactive voice experience.”

About Joseph Benson and Benson Brand Strategy
Joseph Benson is a brand strategist, author and filmmaker with 30 years of experience. He defines and expresses brand strategies for financial services, educational institutions, non-profits, and retail clients. Clients choose him when they seek to solve complex brand challenges, such as preparing for an IPO, acquiring competitors, entering new categories, or building a brand portfolio. His films have appeared in over a dozen festivals and have been licensed to HBO. Benson was nominated for an Academy Award in 1982. Learn more at
About XAPPmedia™
XAPPmedia™ is the leader in delivering interactive voice experiences and the first company to Give Brands a Voice™, allowing instant, voice-activated connections with consumers through mobile audio apps and voice assistants. XAPP’s tools can be applied to mobile content delivery, mobile advertising, voice recognition and voice experience development and maintenance. XAPPmedia™ was founded in 2012 and is headquartered in Washington, DC.
For Benson Brand Strategy, Contact: Visibility Public Relations

Len Stein