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Becoming a Leading Edge Brand Consultant
 

Becoming a Leading Edge Brand Consultant

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  • Have delegates all individually come up with a definition of Brand
  • Have delegates all individually come up with a definition of Brand
  • Have delegates all individually come up with a definition of Brand
  • Have delegates all individually come up with a definition of Brand
  • Open up the discussion with delegates and have them respond to question and then play with their answers.
  • Ask the delegates who has seen this and even though most may have – you will still need to bring every one op to the same basic understanding so give a little brief back ground and explanations.Psychologist Abraham Maslow first introduced his concept of a hierarchy of needs in his 1943 paper "A Theory of Human Motivation"1 and his subsequent book, Motivation and Personality.2 This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other needs.Maslow’s hierarchy of needs is most often displayed as a pyramid. The lowest levels of the pyramid are made up of the most basic needs, while the more complex needs are located at the top of the pyramid. Needs at the bottom of the pyramid are basic physical requirements including the need for food, water, sleep and warmth. Once these lower-level needs have been met, people can move on to the next level of needs, which are for safety and security.As people progress up the pyramid, needs become increasingly psychological and social. Soon, the need for love, friendship and intimacy become important. Further up the pyramid, the need for personal esteem and feelings of accomplishment take priority. Like Carl Rogers Maslow emphasized the importance of self-actualization, which is a process of growing and developing as a person to achieve individual potential.Types of NeedsMaslow believed that these needs are similar to instincts and play a major role in motivating behavior. Physiological, security, social, and esteem needs are deficiency needs (also known as D-needs), meaning that these needs arise due to deprivation. Satisfying these lower-level needs is important in order to avoid unpleasant feelings or consequences.Maslow termed the highest-level of the pyramid as growth needs (also known as being needs or B-needs). Growth needs do not stem from a lack of something, but rather from a desire to grow as a person.Five Levels of the Hierarchy of NeedsThere are five different levels in Maslow’s hierarchy of needs:Physiological NeedsThese include the most basic needs that are vital to survival, such as the need for water, air, food and sleep. Maslow believed that these needs are the most basic and instinctive needs in the hierarchy because all needs become secondary until these physiological needs are met.  Security NeedsThese include needs for safety and security. Security needs are important for survival, but they are not as demanding as the physiological needs. Examples of security needs include a desire for steady employment, health insurance, safe neighborhoods and shelter from the environment.  Social NeedsThese include needs for belonging, love and affection. Maslow considered these needs to be less basic than physiological and security needs. Relationships such as friendships, romantic attachments and families help fulfill this need for companionship and acceptance, as does involvement in social, community or religious groups.  Esteem NeedsAfter the first three needs have been satisfied, esteem needs becomes increasingly important. These include the need for things that reflect on self-esteem, personal worth, social recognition and accomplishment. Self-actualizing NeedsThis is the highest level of Maslow’s hierarchy of needs. Self-actualizing people are self-aware, concerned with personal growth, less concerned with the opinions of others and interested fulfilling their potential
  • Then you can us this slide by saying – in short each of his five represent this
  • However at Bridge we us an extended 8 Level Hierarchy and lets look how we can relate these to how brands feed people needs as they move up or are fulfilling different ones at different stages of their development.1970's adapted Hierarchy of Needs Model, including Cognitive and Aesthetic needs1. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep, etc. 2. Safety needs - protection from elements, security, order, law, limits, stability, etc. 3. Belongingness and Love needs - work group, family, affection, relationships, etc. 4. Esteem needs - self-esteem, achievement, mastery, independence, status, dominance, prestige, managerial responsibility, etc. 5. Cognitive needs - knowledge, meaning, etc. 6. Aesthetic needs - appreciation and search for beauty, balance, form, etc. 7. Self-Actualisation needs - realising personal potential, self-fulfillment, seeking personal growth and peak experiences. 1990's adapted Hierarchy of Needs including Transcendence needs1. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep, etc. 2. Safety needs - protection from elements, security, order, law, limits, stability, etc. 3. Belongingness and Love needs - work group, family, affection, relationships, etc. 4. Esteem needs - self-esteem, achievement, mastery, independence, status, dominance, prestige, managerial responsibility, etc. 5. Cognitive needs - knowledge, meaning, etc. 6. Aesthetic needs - appreciation and search for beauty, balance, form, etc. 7. Self-Actualisation needs - realising personal potential, self-fulfillment, seeking personal growth and peak experiences.  8. Transcendence needs - helping others to achieve self actualisation
  • At the bottom of the pyramid they can seem very basic and some brands like Coke have managed to infiltrate these levels.. And one could argue that one brand as even added a new basic live needs – ask group if anyone can think of a brand that people have such a strong connection with they have come to believe that they cannot live without it :o)Physiological needs: These are the basic animal needs for such things as food, warmth, shelter, sex, water, and other body needs. If a person is hungry or thirsty or his body is chemically unbalanced, all of his energies turn toward remedying these deficiencies, and other needs remain inactive. If one’s basic biological needs are not met, one would never be able to trust the environment and would be stuck with high neuroticism and anxiety. Safety needs:With his physical needs relatively satisfied, the individual’s safety needs take over and dominate his behavior. These needs have to do with man’s yearning for a predictable, orderly world in which injustice and inconsistency are under control, the familiar frequent, and the unfamiliar rare. This need for consistency, if not satisfied leads to feelings of doubt and shame (as opposed to feelings of autonomy or being in control) and lead to high conscientiousness or need for discipline and orderliness.
  • Tee hee – lets hope they find it funny :o)
  • Belonging needs:After physiological and safety needs are fulfilled, the third layer of human needs is social. This psychological aspect of Maslow’s hierarchy involves emotionally-based relationships in general, such as friendship, sexual intimacy and having a supportive and communicative family. If one finds failure in having such close relationships, one is bedeviled with such negative social emotions like guilt (vis a vis initiative) and has low extraversion values. In this section we can talk a little bit about peoples – they are seeking out to be part of a collective. So in essence this is one of the main reason people connect with brands as they have a strong need to be part of a group. At this stage I would ask the delegates which brands do they connect with as part of a family. This is one of the main drivers for social media sites such as Face book and twitter. However all brands offer this to potential customers as it is human nature for people to seek out others that share similar values and interests. In a modern commercial society people are going out to seek this needs through brands and what they can offer them in terms of feeding these needs. If it is a fashion brands then the people that endorse and religious buys and support that brands will fell part of a collective.
  • Self-esteem needs: All humans have a need to be respected, to have self-esteem, self-respect, and to respect others. People need to engage themselves to gain recognition and have an activity or activities that give the person a sense of contribution, to feel accepted and self-valued, be it in a profession or hobby. This need if not satisfied leads to feelings of inferiority vis-a-vis feelings of industry. Feelings of inferiority in turn may lead to low agreeableness.When introducing this video you can talk about the negative impact that some brands can have on the esteem of some as they have created a false sense of image. May be good to find Brands that really feed this status need is brands such as Rolex, Ferrari, and Mont Blanc. They have created a level of status and in that have people aspire to what they have created as a sense of status achievement. However there are some brands that are also turning this need on it’s head and working to realign this sense of false image and work to promote a more health version of this need. Over the years the fashion industry has been responsibly for creating a false sense of self in young people – especially young women. It is this false sense of self that can be very destructive to the need for esteem – as it is not as easy to match what it portrays in the advert. One brand that I respect for taking on this challenge and realigning its product with a more achievable sense of reality. They have even gone as far as setting up their own Esteem Charity to bring alive their own sense of social responsibility and reputations. This is a great example of reaching out to your customers and giving them a sense of self esteem that is achievable. It is great that brands give us aspirations – however brands like people have to be very careful to not create an image that is to far out of the reach of people.
  • Cognitive needs:Maslow believed that humans have the need to increase their intelligence and thereby chase knowledge. Cognitive needs is the expression of the natural human need to learn, explore, discover and create to get a better understanding of the world around them.This growth need for self-actualization and learning, when not fulfilled leads to confusion and identity crisis. Also, this is directly related to need to explore or the openness to experience.
  • In psychology, gestaltism is often opposed to structuralism and Wundt. The phrase "The whole is greater than the sum of the parts" is often used when explaining Gestalt theory. unique contribution was to insist that the "Gestalt" is perceptually primary, defining the parts of which it was composed, rather than being a secondary quality that emerges from those parts, as von Ehrenfels's earlier Gestalt-Qualität had been.These laws took several forms, such as the grouping of similar, or proximate, objects together, within this global process. Although Gestalt has been criticized for being merely descriptive, it has formed the basis of much further research into the perception of patterns and objects ( Carlson et al. 2000), and of research into behavior, thinking, problem solving and psychopathology
  • Tell delegates that you are showing them two pictures and two titles of the pictures. Ask them to look at them and decide which title goes with which picture. Have them really look at them and explain why they choose that answer, What did you see in the picture that made you choose that title? The purpose of this brief exercise is to make the point that through the use of the Gestalt effect – some people just see the picture while other see them in the small parts that make up the whole. It is if they see them in pixels and see behind just the surface that they see. This is also the way that customers respond to brands. There will always be some customers that just see the logo as a trend and buy. While others ( the customers that you can turn into fans and advocates) see the logo as a stamp because they see all the values that sit behind the brand. They have bought into the promise, lifestyle and these values match their own self awareness and meaning. It is this connect that we hope to achieve – however it is also this type of customer that has higher expectations of the service and offering of the brand. Much of this connection will be pushed to the unconscious but if let down they will also be the first to be disappointed and even possibly flee the brand.
  • Aesthetic needs: Based on Maslow’s beliefs, it is stated in the hierarchy that humans need beautiful imagery or something new and aesthetically pleasing to continue up towards Self-Actualization. Humans need to refresh themselves in the presence and beauty of nature while carefully absorbing and observing their surroundings to extract the beauty that the world has to offer. This need is a higher level need to relate in a beautiful way with the environment and leads to the beautiful feeling of intimacy with nature and everything beautiful.Now that people have reached a sense of self esteem, the next one up is the need to be better, the need for quality, and to be set apart from the norms. One brand that has set itself apart in the food market in the UK is M&S. It has created its distinct brand that, for example, if you’re having a special dinner part, or planning a event that u want to be perceived as special or important, consumer tend to gravitate towards M&S. Remember that at the bottom of the pyramid food was listed as a physiological need which is true, we all need for in order to survive. However, M&S has moved its food brand to a heightened status passing through the previous levels such as: sense of belonging, status, and have set themselves apart by making food more appealing to one’s senses.
  • self-actualisation, employees and organisationsMaslow's work and ideas extend far beyond the Hierarchy of Needs. Maslow's concept of self-actualisation relates directly to the present day challenges and opportunities for employers and organisations - to provide real meaning, purpose and true personal development for their employees. For life - not just for work.Maslow saw these issues fifty years ago: the fact that employees have a basic human need and a right to strive for self-actualisation, just as much as the corporate directors and owners do.Increasingly, the successful organisations and employers will be those who genuinely care about, understand, encourage and enable their people's personal growth towards self-actualisation - way beyond traditional work-related training and development, and of course way beyond old-style X-Theory management autocracy, which still forms the basis of much organised employment today.The best modern employers and organisations are beginning to learn at last: that sustainable success is built on a serious and compassionate commitment to helping people identify, pursue and reach their own personal unique potential.When people grow as people, they automatically become more effective and valuable as employees. In fact virtually all personal growth, whether in a hobby, a special talent or interest, or a new experience, produces new skills, attributes, behaviours and wisdom that is directly transferable to any sort of job role.The best modern employers recognise this and as such offer development support to their staff in any direction whatsoever that the person seeks to grow and become more fulfilled
  • Self-actualization needs: Self-actualization is the instinctual need of humans to make the most of their abilities and to strive to be the best they can.This need when fulfilled leads to feeling of generativityMore and more brands have indentified the need for greater social responsibility and have reinforced this through their values and the way in which they portray themselves to their customers. As we’re now reaching the top of the pyramid, this show the power of brand and how they can influence both positive and negative behaviour, they can change the way we view society, each other, and even our own self. With greatness comes great responsibility and as society becomes more in tune with their own social responsibility and self-actualization brands must now better reflect the customer shift in behaviour and values.maslow's self-actualizing characteristicskeen sense of reality - aware of real situations - objective judgement, rather than subjectivesee problems in terms of challenges and situations requiring solutions, rather than see problems as personal complaints or excusesneed for privacy and comfortable being alonereliant on own experiences and judgement - independent - not reliant on culture and environment to form opinions and viewsnot susceptible to social pressures - non-conformistdemocratic, fair and non-discriminating - embracing and enjoying all cultures, races and individual stylessocially compassionate - possessing humanityaccepting others as they are and not trying to change peoplecomfortable with oneself - despite any unconventional tendenciesa few close intimate friends rather than many surface relationshipssense of humour directed at oneself or the human condition, rather than at the expense of othersspontaneous and natural - true to oneself, rather than being how others wantexcited and interested in everything, even ordinary thingscreative, inventive and originalseek peak experiences that leave a lasting impression
  • This commercial dates back to 1990 and shows
  • Self-transcendence needs: Maslow later divided the top of the triangle to add self-transcendence which is also sometimes referred to as spiritual needs. Spiritual Needs are a little different from other needs, accessible from many level. This need when fulfilled, leads to feelings of integrity and take things to another level of being.We can all hope in our lives to reach a level of transcendence which is the ultimate in connection to oneself. Once we’re connected personally to our self and have a better understanding of who we are as individuals we have a sense of security in ourselves, we’re happy with who’ve become and the sense of security in who’ve become. According to Maslow, once we’ve reached this divine state we have achieved a sense of true connection with who we are. Looking at this in relation to brand this shows the importance of what at Bridge call “Living Brands.” Living Brands are your employees who have a true and honest connection to the values of the business, they feel a sense of belonging and affinity within the organization and it’s with this strong bond to share the values that they represent the organization in a very different way.It’s creating a brand that employees see as an extension of their belief and values system. Therefore, if they’re fans of the brand share that experience with the customer.
  • Nice holding slide to discuss the output from the exercise above.
  • Following the general chat around listening break them out into groups of two and have them go off and run the exercise.This is not just an exercise about listening it is also about how we communicate in order that we are heard. The way in which we deliver information is very dependant on the way we are heard and understood.Learning points: Level One: should be easy as the sentences are very short and conscious.Level Two: Gets a little harder as the sentences tend to change direction part way through and often their run on nature means that the listener will stop at some point start speaking to self to remember and stop listening. This often happens when we tend to say the same dialogue over and over in our jobs. The lack of energy and run on style of repeat means that the listener stops.Level Three: Introduces new or unfamiliar words. and again the listener will land on the word – talk to self and stop listening. This is what happens when we use Jargon or unfamiliar terminology to our clients.As for the listening learning – it is hard and realise that the point of speaking is to be understood. Examples in workbook
  • The way you phrase a question determines the type of response you will receive. Some questions do not give the individual a choice of response; often limiting the answer to yes or no. These are known as closed questions. Other questions allow for a more expansive response and encourage the individual to talk. These are known as open questions. However these are not the only questions we have available to us.  TYPES OF QUESTIONS:• Open questions These are useful in getting another person to speak. They often begin with the words: What, Why, When, Who, Where and How • Closed questions These are questions that require a yes or no answer and are useful for checking facts. They should be used with care - too many closed questions can cause frustration and shut down conversation. • Specific questions These are used to determine facts. For example “How much did you spend on that” • Probing questions These check for more detail or clarification. Probing questions allow you to explore specific areas. However be careful because they can easily make people feel they are being interrogated • Hypothetical questions These pose a theoretical situation in the future. For example, “What would you do if…?’ These can be used to get others to think of new situations. They can also be used in interviews to find out how people might cope with new situations. • Reflective questions You can use these to reflect back what you think a speaker has said, to check understanding. You can also reflect the speaker’s feelings, which is useful in dealing with angry or difficult people and for defusing emotional situations. • Leading questions. These are used to gain acceptance of your view – they are not useful in providing honest views and opinions. If you say to someone ‘you will be able to cope, won’t you?’ they may not like to disagree.  You can use a series of different type of questions to “funnel” information. This is a way of structuring information in sequence to explore a topic and to get to the heart of the issues. You may use an open question, followed by a probing question, then a specific question and a reflective question. Shortly, you will be introduced to TED Questions and how, when used as part of the Bridge Funnel they can manage a conversation with a customer effectively.
  • I usually tell the lighthouse keeper story here – which has work brilliantly but we will need to come up with another one since the recent boat running ashore. Lets discuss???There are 4 steps involved in ‘The Bridge Questioning Funnel’1. Open questions: Always start with open questions about the subject being discussed; the receiver will then have an open playing field to just talk. While this out pour of random information is being said the questioner’s job is to LISTEN and pocket key pieces of information that will require more information in order that they can find the correct solution2. T_______, E___________, D___________ questions: This is the stage of the questioning which will allow you to delve deeper into the customer’s answers, finding out the reasons and emotions behind those answers. It allows the questioner to find specific information that can then be match to a desired solution.3. Hypothetical or Reflective questions: These are used to assist the questioner to match the specific information to the solution. The key phases that can be used here are assuming that I can (match to solution) - Based on (key information) that you said (match to solution) 3. Closed questions: Asking closed questions (i.e. questions which only allow a yes or no answer) allows you to confirm both your and the customer’s understanding of what has been discussed in that specific line of questioning. As the end point of the funnel it is to ask if the customer is happy with the solution that has been provided. If the answer is no then best go back up to the top of the funnel and check what was missed. If the answer is yes then on to the next pocket of information if one exists.
  • Something around communication
  • Autotelic work – happens in a momentMastery – happens over time
  • The next slide is the David Carol video – It is to show the power that one unhappy customer could have on the brand and the role that each and every employee has in delivering that brand. The story behind this video is that he received such poor and uncaring service from United Airlines that he felt compelled to address his complaint this way. This was posted on You tube and in one year received

Becoming a Leading Edge Brand Consultant Becoming a Leading Edge Brand Consultant Presentation Transcript

  • Becoming a Leading Edge
  • BRIDGETRAINING Areas of expertise: • Contact Centre • Customer Service • Sales • Brand Delivery • Leadership and Development • Motivation and Presentation • Behavioral Science
  • BRIDGEEVETNS
  • WHAT IS BRAND?
  • A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. WHAT IS BRAND?
  • “Nothing seems more obvious to me that a product or service only becomes a brand when it is imbued with profound values that translate into fact and feeling that employees can project and customers can embrace.” Sir Richard Branson WHAT IS BRAND?
  • “Vision is perhaps our greatest strength... It has kept us alive to the power and continuity of thought through the centuries, it makes us peer into the future and lends shape to the unknown.” Li Ka Shing THE POWER BEHIND BRANDS
  • Branding is a business process and one that is planned, strategically-focussed and integrated throughout the organisation. Branding establishes the direction, leadership, clarity of purpose, inspiration and energy for a company’s most important asset – its BRAND. Even the most potentially powerful strategy will fail if not executed effectively and consistently.
  • People within the business must firstly understand the brand promise but then live it. The concept is pretty simple, but it’s all encompassing as the goal should be to turn every company member, product service, piece of communication or interface into a walking, talking, touchable reflections of the brand itself.
  • A brand strategy is not the consequence of planning, but the starting point.
  • BRAND ALIVE PROJECT PART 1 You have been now given the brief of a company that your team will be responsible for launching the Taiwanese brand into a foreign market. Take some time with your groups and familiarise yourself with your new company. Feel free to make a few tweaks to the brand values or it mission if you like. Remember this is your chance to GO GLOBAL!
  • VS. Similarities? Differences?
  • The strategic planning for a brand starts with an understanding of an organisations business strategy.
  • A Brand is the translation of the business strategy into a consumer experience that brings about a specific consumer behaviour. It is imperative that the business strategy and brand strategy are aligned in order to create value in new markets.
  • One The organisation needs to possess a valuable intangible asset (such as technology, patents or strong brand proposition.
  • Two There needs to be sufficient and steady demand in the new markets for the kind of service or products offered.
  • Three The organisation needs to be able to replicate or establish a local customer experience abroad.
  • Brand expression is the brand as defined and articulated by the organisation. This integrates brand strategy and brand identity to express a multi-sensory brand experience through a portfolio of brand signals. These signals manage consumer expectations by carrying and conveying meaning. This makes it easier for people both inside and outside the organisation to understand the brand's core purpose.
  • • What is the required brand experience that the brand expression is supposed to achieve in the host country? • Does management in the host country understand the brand the same way management does in the home country? • What is the role of the brand for the organisation in the host country? • Does it matter whether the brand expression differs between the home and the host country? • Do the stages of brand development in the host country warrant a differing brand expression (for the time being)?
  • • How does the brand expression translate into the actual marketing mix in the host market? • Does local adaptation of the brand expression require an adaptation of the marketing mix? • Does standardisation of the brand expression lead to a standardisation of the marketing mix? • Is an adaptation of the marketing mix required? • Should the marketing implementation be transplanted to the host country? • Should the organisation adapt its operations and customer interface to ensure that it functions according to the brand expression?
  • Brand Recognition is the extent to which a brand is recognised for stated brand attributes or communications. In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In the case, brand recognition is the extent to which a brand name is recognized when prompted with the actual name.
  • • Does the host country already have knowledge of the brand name? • How does the name of the brand translate into the host countries vocabulary? • Is their any heritage that may exist around your brand name or slogan? • Is there longevity in your brand and recall mechanisms?
  • ENVIRONMENTAL CONSIDERATIONS: INTERNAL
  • BRAND ALIVE PROJECT PART 2 You have been now given the brief to launch your respective brand into either Canada or Brazil. The first step is to conduct your initial due diligence on this location and come up with a list of considerations that you will need to further explore and questions that will need answering prior to moving the brand forward into this market.
  • Performing customer needs-driven segmentation with perspectives on competition and evolving segmentation economics. This will include segment growth, customer behaviour, price and service requirements. Building a scenario based planning approach based on needs is likely to give useful direction to where the company can take its brand in the future.
  • ENVIRONMENTAL CONSIDERATIONS: EXTERNAL
  • INSIDE THE MIND OF THE CUSTOMER Why do customers buy Brands? The Emotional Drivers of Brands
  • Self-actualisation Personal growth and fulfilment Esteem needs Achievement, status, responsibility, reputation Belongingness and Love needs Family, affection, relationships, work group, etc. Safety needs Protection, security, order, law, limits, stability, etc. Biological and Physiological needs Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc. Maslow's Hierarchy of Needs
  • Interpreting Behaviour According to Maslow's Hierarchy of Needs • Biological - health, fitness, energising mind and body, etc • Safety - order and structure needs met for example by some heavily organised, structural activity • Belongingness - team sport, club 'family' and relationships • Esteem - competition, achievement, recognition • Self-Actualization drivers - challenge, new experiences, love of art, nature, etc
  • Transcendence Helping others to self-actualise Self-actualisation Personal growth, self-fulfilment Aesthetic needs Beauty, balance, form, etc. Cognitive needs Knowledge, meaning, self-awareness Esteem needs Achievement, status, responsibility, reputation Adapted 8 Level Hierarchy of Needs based on Maslow’s Theory Belongingness and Love needs Family, affection, relationships, work group, etc. Safety needs Protection, security, order, law, limits, stability, etc. Biological and Physiological needs Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.
  • IS ECONOMICS THE STUDY OF MONEY OR THE STUDY OF BEHAVIOUR? Interesting to note that during this last recession well established, high end and luxury brands did much better than originally forecasted. In such turbulent markets people gravitate toward safety and security. Safety needs Protection, security, order, law, limits, stability, etc. Biological and Physiological needs Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.
  • I HAVE TO HAVE IT !!!
  • Belongingness and Love needs Family, affection, relationships, work group, etc. THE DESIRE TO BE PART OF A FAMILY This is considered to be one of the main driving forces behind brand, the unconscious and somewhat non-logical relationship that people have with their chosen brand. The brand identity allows us to identify others that are similar to us and join them.
  • Esteem needs Achievement, status, responsibility, reputation THE WORLD IS CHANGING WITH SYMBOLIC CONSUMPTION With media, live and on the edge of war, famine, natural disasters, with global warming showing the harm that people are doing to the planet, with recycling, social responsibility and sustainability all active in the role of brands, consumers are more aware and critical of a brand movement and social responsibility. As the view of what is expectable changes so will consumers response to their connections to brands.
  • CHANGING THE FACE OF AN INDUSTRY
  • Cognitive needs Knowledge, meaning, self-awareness TELL ME EVERYTHING I NEED TO KNOW OR JUST TELL ME YOUR NAME AND I WILL DO THE REST Brands guide people through the vast number of competitive products and assist individuals to reach faster, more simple, and personally connected choices when purchasing. They do not need to know all the logistics of the product as the brain has already connected through neuronal association all that is required to meet the other needs discussed.
  • THE GESTALT EFFECT What brand do you really respond to and have high affinity with? WHY??
  • THE GESTALT EFFECT “The whole is greater than the sum of the parts”
  • IS THIS TWO FACES OR A VASE?
  • BEST LAID PLANS AND RESOLVED?
  • Aesthetic needs Beauty, balance, form, etc. BRANDS EXCITE US When mastered, brands can attach themselves to pleasure receptors and live very happily there for sometime. ‘I think this commercial speaks for its self.. Let see and hear and mmm taste.’
  • NOW THAT IS SPECIAL
  • Self-actualisation Personal growth, self-fulfilment BE ALL THAT YOU CAN BE Brands allow people to dream, they allow us to be part of a world that they may not have access to everyday. They can also inspire us, drive us and show us a path to self actualisation by offering us mentors and aspirations. Implicit within the images and the lifestyle that brands portray, they involve a value system that is packaged for consumption.
  • REACHING NEW HEIGHTS
  • Transcendence Helping others to self-actualise FROM EMPLOYEE TO LIVING BRAND ADVOCATE We have now reached the ultimate in Brand Power and this true affinity and connection to the brand values allows us to stand beside the brand. We can now represent it through passion, belief and the desire to see others have their required needs meet through it’s brand promise.
  • ENVIRONMENTAL CONSIDERATIONS: EXTERNAL
  • A brand personality is developed to enhance the appeal of a brand to consumers. To determine a brands personality one may ask the following question: What does my brand want to be liked for by my customer?
  • ENVIRONMENTAL CONSIDERATIONS: EXTERNAL
  • BRAND ALIVE PROJECT PART 3 It is time to start to give your brand some personality. Based on your previous country research and of course the great intuition of a Global Brand Manager, start to develop the personality of your brand. First you must identify your potential target market and customer profile and their traits. What personality and SLOGAN would best match this demographic?
  • SENSORY BRAND PERSONALITY
  • The brand perception is defined as the total impression that customers have of the brand, based on their exposure to it. This consist of both the image formed and their experiences with it. This will vary dependant on the brand (i.e. a luxury brand verses a household cleaner)
  • The brand domain will have many factors that are affected by the customer considerations. It is defined by what consumers understand the actual offer of the brand to be. In other words, the brand domain consists of…
  • • What the brand offers. This concerns the products and services provided under the brand name, including all the product and service attributes. • How consumers learn about the brand. These are the various forms of media and events employed to communicate about the brand, as well as word of mouth. • Where the brand can be obtained. This has to do with the distribution channels or outlets that help get the brand into the hands of consumers. • Which solutions the brand offers to consumers. This involves the way in which a brand resolves problems or deals with inconveniences with which consumers are faced.
  • In short – this is what the customers perceive the brand to stand for. A brand reputation provides additional customer connection with its authenticity, credibility and it’s reliability. Will your brand live up to it’s customer promise?
  • • Contextual to the brand. These aspects consist of matters such as the brand’s birthright, its lineage, its past or current locality, and its creator or founder. The importance of such contextual traits rests on their ability to provide legitimacy and assurance to a brand. • Intrinsic to the brand. These are qualities or strengths that the brand has developed over the years and that form the basis of expectations of – or even outright promises by – a brand. • Associative to the brand. These are qualities that are attributed to the brand through its association with others, such as experts, famous persons or particular groups of consumers, as well as other brands. Qualities are either sanctioned by or rub off from these third parties on the brand.
  • Brand affinity is a metric that lets market researchers make predictions about how a consumer will behave. Brand affinity also adds a layer of information that is helpful when differentiating among consumers in order to accomplish market segmentation.
  • • A likelihood that they will stick with your brand or company as long as the affinity continues. • A high probability that they will purchase the brand or other products from the brand when given a free choice situation • A good chance that they will make referrals of your brand to friends and family (free marketing) • They tend to describe high levels of overall customer satisfaction through continued support.
  • • Inertia Loyalty • Lazy Loyalty • Monopoly Loyalty • Price Loyalty • Trend Loyalty
  • BRAND ALIVE PROJECT PART 4 It is time to put your draft marketing, routes to market and launch plan together. Taking into account your desired brand perception, its domain, future reputation and the affinity that you wish to master in the future. You will need to use some of your intuition here but you will be given a chance to test some of your ideas later.
  • Rising to the Challenge Bridge Rings of Power
  • REACTIVE
  • PROACTIVE
  • THE ACTION BRIDGE
  • WHAT ARE PEOPLE REALLY SAYING? Are you a good listener?
  • The Art of Questioning
  • THE CONVERSATION CYCLE
  • The Questioning Funnel Closed Question Open Question TED Hypothetical / Reflective
  • BRAND ALIVE PROJECT PART 5 Your group will know have the opportunity to run a focus group from your host country. You have 20 minutes to prepare your questions and ideas for the group. This will be a great opportunity to discuss your brand, its personality and verify some of your chosen marketing mediums. Remember this is not a pitch but your opportunity to test some of your ideas.
  • LIVING BRAND CULTURE “You cannot be special, distinctive, and compelling in the marketplace unless you create something special, distinctive, and compelling in the workplace.” Brand is Culture and Culture is Brand.
  • BRIDGE BRAND2LIFE
  • WHAT IS A LIVING BRAND CULTURE? Brand Culture How we do things around here “A company's culture and its company brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually it will catch up” Tony Hseih, Zappos.com
  • A brand is a promise. The basis of any brand is the core promise, the essential idea around which the other components of the brands are built. A promise to achieve certain results, deliver a certain experience, or act in a certain way. But notice something: the word ‘promise’ is a lot more powerful than the word ‘strategy’ or ‘performance’. That’s because strategy and performance are about corporations. Promises are about people.
  • A promise is conveyed by everything people see, hear, touch, taste and smell about your brand. One of your greatest brand legacies can be your people and how they bring to life your brand promise. There are both rational and emotional connections to your brand and through a Brand2LifeProgramme you can humanise your mission in a way that everyone in the organisation can live and understand.
  • WHAT MOTIVATES EMPLOYEES IN A VALUE BASED CULTURE?
  • • Ubiquity. How widely is something practised by competitors or consumers? • Uniformity. Does every competitor or consumer behave in exactly the same way or think exactly the same about this matter? • Stability. Has the consideration changed much over time? Has it begun to show changes recently? • Significance. Does the consideration have a particular relevance to competitors or consumers? Do they feel that they could do without it? • Depth. Is the consideration rooted in the fabric of the category or in the society? How valuable do competitors and consumers consider it to be to them?
  • “As we started to grow, we asked ourselves, how can we sustain this culture? How can we remember it while simultaneously inspiring ourselves for the next year? Our answer was the culture book. It's packed with each employee's idea about our culture, as well as photos, our core values and more.”
  • The best products, price, packaging and even promotion does not guarantee success unless it in underpinned and supported but a fantastic team of living brand champions. To keep your brand alive ensure that you develop a strategy plan that embraces the people in the frontline and embodies the brand.
  • BRAND ALIVE PROJECT PART 6 Put together a short people strategy plan to ensure that your people in the host country are connected to the brand values and promise. Also take careful consideration of how you will bring your home and host teams together in order that they both encapsulate the projected personality of the brand. Things to consider:
  • BRAND ALIVE PROJECT PART 6 Now, it is time to bring it all together into one launch strategy. In your groups please prepare a 5 to 10 minute pitch presentation outlining: Your Brand, its vision and value.