Brand Experience Management

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    Brand Experience Management - Presentation Transcript

    1. Developing a
      Brand Experience
      Strategy
      Brandexperiencematters.blogspot.com
      September 2009
    2. ABRANDEXPERIENCEis what occurs every time a consumersees, hearsorinteractswith that brand.
      Experience is the
      appreciation or knowledge
      about something gained
      through seeing, hearing or
      interacting
      with it
      A BRAND is a
      collection of perceptions in the
      mind of the
      consumer
    3. Visiting a store
      Talking to salesperson
      Seeing
      Packaging
      Seeing it On-line
      All Brand Experiences - past and present - shape the consumers view of a brand and will effect their decisions to buy, buy again...and maybe even advocate it
      Dealing with
      customer service
      Memories
      from past
      Word
      of
      mouth
      Using it
      Noticing an ad
    4. Delivering Brand Experiences to Drive Advocacy
      • To succeeda brand has to deliver what it promises.
      • To achieve greater success a brand should
      aim to a exceed consumer expectations.
      • To wina brandshould aim to deliver
      magical brand experiences that
      transform their consumers into advocates*.
      • The Brand Promise Deliver Delight framework
      helps identify the consumer journey - along the
      Path to Advocacy.
      • This enables brand stakeholders to collaborate in the design
      & delivery of effective & consistent Brand Experience Strategy
      • *Bain & Company analysis demonstrates that winning brands achieve the highest Net Promoter Scores in their category (a clear indicator of a brand’s level of consumer advocacy)
    5. Promise ▪ Deliver ▪ Delight
      Promise - is what consumers are told by a brand, e.g. what will happen/how they will feel when they buy/use the brand
      Delivery - this is what actually happens when the consumer buys/uses the brand.(It is when the promise that the brand has made has to be delivered.)
      Delight - this is when the brand goes beyond what was expected.It can be the magical bit because when consumers are delighted they can become a powerful and positive brand advocate.
    6. Promise
      Delight
      Deliver
      The Brand makes a Promise about what it will do for the consumer
      The Brand keeps the promise by Delivering it to the
      consumer
      The Brand Delights its consumers by exceeding their expectations
      Notice
      Use
      Loyal
      Fan
      Choose
      Advocate
      Buy
      Path to Advocacy
      Promise Deliver Delight™ Framework and the Path to Advocacy
      Notice is when a brand gets on the radar of a consumer; when they see/hear about it and consider whether it is right for them.
      Advocate is when a consumer proactively talk about the brand in a positive way to friends, families, etc.
      Choose is the process the consumer goes through when trying to decide what brand(s) make it to their short list – usually based on it’s ability to meet their functional and/or emotional needs.
      Loyal is what consumer is when they buy again.
      .
      Use is when the consumer uses the brand; not just when they unpack and use it for the first time (second ‘moment of truth’), but every time it is used.
      A Fan is what a consumer becomes when they have been well treated and feel valued by a brand organisation
      Buy is when the consumer enters the store (on or of-line) and goes through the process of purchasing the brand – sometimes referred to as the first ‘moment of truth.’
    7. Developing a Strategy
      Gather all stakeholders
      Review consumers current Path to Advocacy
      Consider:
      Levers (opportunities to exploit)
      Blocks (issues to fix)
      Agree levers and/or blocks to focus on
      Design Brand Experiences that will WOW consumers
    8. Andrew Weir
      Brandexperiencematters.blogspot.com
      Andrew.weir@zenithoptimedia.com

    + andrewweirandrewweir, 3 months ago

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