4. INTERBRAND FINDINGS
> TODAY’S BRANDS CAN’T HIDE ANYTHING FROM
CONSUMERS
> NOW CUSTOMERS CAN LET THE WORLD KNOW HOW
THEY FEEL
> TRUST AND CUSTOMER LOYALTY: IN TODAY’S
MARKETPLACE, THESE ARE THE WORDS THAT MATTER
MOST
5. COCA-COLA: A 124-YEAR-OLD
BRAND STAYS RELEVANT
“Now information flows in many
directions, consumer touch points have
multiplied, and the old, one-size-fits-all approach
has given way to precision marketing and one-to-
one communications.”
Joe Tripodi
Chief Marketing and Commercial Officer
Coca-Cola Company
6. FORD: USING CUSTOMER
FEEDBACK TO MAKE A
BRAND COMEBACK
“As a best-case model for how to use social
media effectively, Ford isn’t just soliciting
customer feedback, it is responding to it.”
Interbrand’s Best Global Brands
7. KEY TRENDS
The rise of the consumer
The demise of the mass market
The loyalty paradox
13. THE CUSTOMER LIFECYCLE
>Describes an ongoing relationship
>Forces us to shift to the customer’s point of
view
>Matches consumer activities with relevant
products and communications
>Addresses the bias toward new customer
acquisition activities
14. OPPORTUNITIES ACROSS THE CUSTOMER
LIFECYCLE:
New Customer Incliner Maturity Decliner Inactive Reactivate
Customer Value
Customer Life
High-Potential Driving New Migrate 80/20 Managing Outgrowing the
Winback
Prospecting Occasions Performance Attrition Segment