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People Don't Care About Your Brand
 

People Don't Care About Your Brand

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Three business basics to always remember! People don't care about your brand. They care about what you can do for them. Back to basics... Give people what they want, do it consistently and do it ...

Three business basics to always remember! People don't care about your brand. They care about what you can do for them. Back to basics... Give people what they want, do it consistently and do it better than your competition.

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  • very interesting presentation. definitely something that everyone can take something away from. Thanks so much for sharing, iI will definitely look into this concept further and see how I can utilize it in my own career. Love the graphics as well! Thanks for sharing.
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  • @Slides that Rock - What your deck really reveals is that there are proportionally less brands/products/services putting in the effort to elicit loyalty these days. People shop around mostly because they know the vast majority of brands are only after their money and have little regard with actually connecting with them on a deeper more meaningful level.

    I'd argue that we are no less loyal than we ever were, we simply have become more discerning about who's worthy of our loyalty. We were more constrained in the past, options were not plentiful and we were often stuck with whatever was most accessible. We actually had few opportunities to truly demonstrate real loyalty. Today we have many options so brands/products/services need to commit to the user if they want us to show them loyalty. Loyalty is reward that is earned. Precious few brands are even trying to earn it.

    I'd also argue that in this day of seemingly unlimited options for the user it's even more important to build a brand that demonstrates a strong commitment to customer satisfaction. Companies that do (Apple, Amazon, Zappos, etc.) need to spend less time and money cutting through the noise created by all those lesser companies in order to reach their audience and succeed. As long as they show loyalty to us we will return that loyalty.

    Your observation of Nike and Adidas, their sponsorship of Man U, and resulting effect on shoe purchases is interesting because it highlights another aspect of loyalty and that is priority or degrees of loyalty from highest to lowest. It sounds like that in a tie-break situation loyalty to Man U trumps loyalty a sneaker company. That's the way it for everyone.

    Our loyalties have always and will always be given to those people/places/things that create the greatest sense of trust and meaning within us. If your brand/product/service does that we will be loyal. We need to keep in mind that loyalty is primarily an emotional not logical thing.

    A more helpful slide deck would be 'How to Build User Loyalty' If you're in London next week I'll be giving a talk on precisely that at 13:30 on Tue at the UXPA Conference in the Park Plaza Westminster Bridge. Stop by and say hello. I'd enjoy discussing this in more detail.
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  • Always remarkable!
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  • GREAT AWESOME
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  • @undefined Thank you Mike. Appreciate your elaborate response. Let me give you my comments.

    Firstly, the main point is that people are not as brand loyal as they used to be. My dad has been driving the same car brand since he was a young man. It happens a lot less now. People are lot less loyal. We shop around. You talk about Apple and while we love Apple, we also see many people who have gone from Nokia to Apple and now Samsung. Are there still hardcore Apple loyals like us. Absolutely but most people are not.

    You mention Nike and Adidas. For many years, Nike has been the main sponsor of Manchester United, and because of that, many of the Man U fans have loved Nike. Guess what will happen when Adidas is now replacing Nike as the main sponsor.

    Secondly, due to the internet, the consumer now has a lot more access to other people's opinions, other brands and as such more power to choose. Brands can't hide. We have moved on since the time of the 'Mad Men'. That's the point of Kevin's quote and we agree with that.

    Thirdly, a of the data we refer to is not based on what people say but on observing what people actually do.

    Do we care about brands? Yes, we do and some of us more than others. But we are less loyal than we used to be and if you look beyond the usual suspects (Apple, Harley etc), people tend to shop for the best deal of the day.
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    People Don't Care About Your Brand People Don't Care About Your Brand Presentation Transcript

    • People don’t care about your brand @slidesthatrock
    • Seriously?
    • Yes, seriously!
    • People don’t care about your brand
    • They care about what you do for them!
    • Only 25% of American respondents in a recent study said that brand loyalty affected how they shopped Source: Ernst & Young
    • 1 in 4 customers would switch to a different provider on the basis of a single negative experience Source: Thunderhead
    • Nearly half of those who described themselves as highly loyal to a brand were no longer loyal a year later Source: NPD Group
    • What’s happening?
    • Biggest Complaint Companies deliver something different than what they promise upfront Source: Accenture
    • Less than half of consumers worldwide trust advertising Source: Harris Interactive
    • 80% of consumers look at online reviews before making major purchases Source: PriceWaterhouseCoopers
    • Consumers have become far more willing to experiment with products, as the amount of information out there makes taking a chance far less risky. ! James Surowiecki, The New Yorker “
    • Oops!
    • Brands have run out of juice. They're dead. Now the consumer is boss. There's nowhere for brands to hide. ! Kevin Roberts, Saatchi & Saatchi “
    • What can you do?
    • A new logo?
    • Start tweeting?
    • More discounts?
    • How about this…
    • Back to Basics
    • Principles 3
    • Principles 3that never expire!
    • Sell something people actually WANT 1
    • … and people will queue up
    • With the casino and the beds, our passengers will have at least two ways to get lucky on one of our flights. ! Richard Branson, Virgin “
    • Deliver CONSISTENTLY on your promise 2
    • … and people will come back
    • The well-satisfied customer will bring the repeat sale that counts. ! James Cash Penney, J.C. Penney “
    • Do it BETTER than your competition 3
    • … and people will tell others
    • If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. ! Jeff Bezos, Amazon “
    • People don’t care about your brand
    • They care about what you do for them!
    • Principles 3that never expire!
    • Sell something people actually WANT Deliver CONSISTENTLY on your promise Do it BETTER than your competition3 2 1
    • and remember this…
    • There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. ! Sam Walton, Wal-Mart “
    • slidesthatrock.com Slides That Rock This presentation was created by @slidesthatrock