Brand Experience Management
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Brand Experience Management

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Presentation that aims to help Brand organisations get started on the road to designing and delivering winning Brand Experiences. Their goal should be a commitment to WOW consumers so they buy again.. ...

Presentation that aims to help Brand organisations get started on the road to designing and delivering winning Brand Experiences. Their goal should be a commitment to WOW consumers so they buy again.. and ideally advocate your brand. Key in the process is company- wide collaboration.

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Brand Experience Management Brand Experience Management Presentation Transcript

  • Developing a
    Brand Experience
    Strategy
    Brandexperiencematters.blogspot.com
    September 2009
  • 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
  • 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
  • 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)
  • 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.
  • 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.’
  • 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
  • Andrew Weir
    Brandexperiencematters.blogspot.com
    Andrew.weir@zenithoptimedia.com