Brand Experience Management

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

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Brand Experience Management

by andrewweir on Aug 31, 2009

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