Syn-tegration: The Waver In the conversation revolution, she sways to and fro.
Syn-tegration: The Waver: Facilitate The Conversation Involve her in the brand story Educate, Inform, Support Consumer- generated Content
The It Factor: First, the Essentials Brand Attachment: The It Factor Convenience Customization Community
From Woo to Win: Add an Intangible Brand Attachment ~ An Intangible Challenge Charisma Contentment Control
What You Must Demonstrate: cachet, authenticity What She Wants: Sizzle with Substance Who You Can Learn From: Republic of Tea, Daily Candy Charisma Brand Attachment ~ An Intangible
Charisma An enriching interlude: the experience of fine tea in the Sip-by-Sip Life of balance and well-being. New products leverage emerging needs and women’s humor. Stay attuned to her evolution. Brand Attachment ~ An Intangible Results: Created the super-premium category. Annual sales have quadrupled despite an onslaught of competition.
Hip advocates inspired 10 spin off editions including “Everywhere,” “Kids,” “Deals” and “London”
“ It’s culture fun!” –Dany Levy, founder
Brand Attachment ~ An Intangible Results: Viral sensation! From 700 names to 2 million subscribers. Buzz Maker and Brand Maker. Support her so that she succeeds.
What You Must Demonstrate: relief, a safety zone What She Wants: escape from stress, connect to the present Who You Can Learn From: Dannon Activia Contentment Brand Attachment ~ An Intangible
Contentment Millions of women suffer from it. Doctors dismiss it. When Dannon hinted at it, women heeded the message. Brand Attachment ~ An Intangible Customer Service call: A woman says that she had never eaten yogurt in her life until she tried Activia to relieve her chronic irregularity. She pauses to keep from breaking into tears. "Since I was a little girl, I've never been able to go to the bathroom regularly . This product has absolutely changed my life."
Contentment 93% of those who took the Activia challenge would recommend it to a friend. The brand promises… IT WORKS OR IT’S FREE! Results: a runaway success. Repeat business propelled sales past $100 million in year 1 – “a milestone that only a small percentage of new foods reach.” (NYT January 22, 2007). Corporate profits rose sharply. Brand Attachment ~ An Intangible
What You Must Demonstrate: partnership, options, encouragement What She Wants: openness, empowerment Who You Can Learn From: All ī Control Brand Attachment ~ An Intangible
Control “ Our vision is to change the way people think about weight loss. All ī breaks through the clutter with straight talk, an honest voice, saying that losing weight is hard work.” - Steven L. Burton, Vice President, GlaxoSmithKline
“ we’re ready when you’re ready…just let us know”
“ where there’s a will, there’s a way”
“ It’s time for an honest voice. A promise kept”
Brand Attachment ~ An Intangible Empower a woman to gain her influence
Control Listen to women share their stories Results: “84% continued to use all ī after 10 weeks on the medicine, an endorsement of early customer satisfaction”. - John Clark, Consumer Business, Glaxo Smith Kline “ Yes, it’s all gone – we can’t keep it in stock.” –Pharmacist, Brooklyn, NY Brand Attachment ~ An Intangible
What You Must Demonstrate: an intervention, potential for mastery What She Wants: new currency for healthy, successful aging Who You Can Learn From: AARP and Harley Challenge Brand Attachment ~ An Intangible
AARP attracts and retains more women by offering her motorcycle insurance. Brand Attachment ~ An Intangible
Challenge Women are the fastest growing segment of motorcycle riders. Harley customizes product design to her physique and sponsors Garage Parties. Results: 12% of Harley Davidson sales are for women, up from 4% in 1990. Revenue from women’s segment expected to break $300 million. Brand Attachment ~ An Intangible
The It Factor of Brand Attachment It is about Gender! Convenience Customization Community Charisma Contentment Control Challenge
Discover Your It Factor Listen to women share their stories Educate women to gain their advocacy Support women so they succeed Facilitate as women co-create your brand Stay attuned to her evolution
Brand Attachment: How to Woo & Win Women brooklyn, new york 718.788.5920 www.tapestry-group.com An ARF Webcast February 13, 2008 contact: email@example.com firstname.lastname@example.org