A N E W B O O K
Crafting
the WOW
Designing Experiences People Remember
BY ALIA ABOU EL FATH
A B O U T T H E B O O K
Some brands are remembered.
Most are forgotten.
Some brands are remembered. Most are forgotten.
What makes someone say WOW and mean it? Not the product. Not the price. The moment someone decided to care about a detail they could have ignored.
Crafting the WOW is a twenty-four-chapter exploration of the architecture underneath the brand moments that stay with us for life. Drawn from two decades designing brand experiences inside Gulf banking and wealth management, and informed by the neuroscience of how memory actually works, the book reframes customer experience as a design discipline. Not a department. Not a campaign. A way of working.
For CMOs who want to understand why most of their marketing evaporates. For founders who need to be remembered without a billion-dollar budget. For leaders who know the difference between a campaign and a moment.
"The brands that win will not be the loudest.
They will be the most remembered."
W H AT ' S I N S I D E
The science, the cases, the craft.
I.
The Science
The neuroscience of why some moments lodge in memory and most evaporate within twenty-four hours, grounded in cognitive research from Nielsen, Springer, and consumer neuroscience.
II.
The Cases
Twenty-four chapters of real cases from the WOW Moments Formula to the story of how we built a regional wealth brand from a seashell showing the architecture at work.
III.
The Craft
Frameworks you can apply Sunday morning, across every discipline that touches the customer: marketing, leadership, service, storytelling, technology, partnership.
A B O U T T H E A U T H O R
Alia Abou El Fath
Alia Abou El Fath is an experience designer based in Kuwait City. She heads Corporate Communications at NBK Wealth, part of the National Bank of Kuwait Group, where she led the team that built the brand experience.
She is the co-founder of NBK Rise, a program advancing women’s leadership in the workplace.
Crafting the WOW is her first book.
Crafting the WOW is her first book.
For speaking, consulting, and partnership inquiries:
alia@craftingthewow.com