Chapter 5 creating customer value, satisfaction and loyalty
Marketing To A Changing Consumer: The Value Of Values
1. MARKETING TO A CHANGING CONSUMER:
THE VALUE OF VALUES
Argyle CMO Conference
November 17, 2011
Mike Harrison
Chief Brand Officer, Timberland
Sunday, November 20, 2011
6. IMPLICATIONS FOR MARKETERS
In future, winning brands will...
• Deliver value and values
• Engage consumers “person to person”
vs “company to consumer”
Sunday, November 20, 2011
7. The story of Earthkeepers
Sunday, November 20, 2011
26. MARKETING VALUES: WHAT WORKS
• Authenticity & transparency
• Values as “gift with purchase”
• Story-telling vs “advertising”
Sunday, November 20, 2011
29. THE VALUE OF VALUES
• Meet the needs of todayʼs post
recession & Gen Y consumers
• A “gift with purchase” that can drive
brand preference and sales
• Opens up a richer, more personal
relationship with consumers
Sunday, November 20, 2011
38. MARKETING TO A CHANGING CONSUMER:
THE VALUE OF VALUES
Argyle CMO Conference
November 17, 2011
Mike Harrison
Chief Brand Officer, Timberland
Sunday, November 20, 2011