Brand and Customer Experience (CX) Presentation by BrandMatters
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This document discusses the relationship between brands and customer experience (CX). It argues that a brand is the unifying thought that guides an organization's actions and that CX is influenced by every touchpoint a customer has with a company, including products, services, communications and interactions. It cautions that companies risk becoming complacent, irrelevant or disrupted if they do not treat their brand and CX as interconnected and evolving. The document advocates developing a brand across three pillars: desirability, viability and feasibility to provide the best customer experience.
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Brand and Customer Experience (CX) Presentation by BrandMatters
- 1. Brand and CX A modern day chicken and egg
- 5. 5
- 6. Said another way… select a car 6 Model A Model B Model C Model D Price ($A) 90,700 100,950 95,500 69,950 Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve Six-cylinder Six-cylinder Six-cylinder Six-cylinder Variable valve timing Variable valve timing variable valve timing variable inlet manifolding and inlet manifolding Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive Max speed 220kph 238kph 245kph 225kph 0-60 7.3 secs 8.0 secs 6.8 secs 7.6 secs
- 7. Is this easier? 7 Model A Model B Model C Model D Price ($A) 90,700 100,950 95,500 69,950 Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve Six-cylinder Six-cylinder Six-cylinder Six-cylinder Variable valve timing Variable valve timing variable valve timing variable inlet manifolding and inlet manifolding Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive Max speed 220kph 238kph 245kph 225kph 0-60 7.3 secs 8.0 secs 6.8 secs 7.6 secs
- 8. Ultimately your brand is • The single, unifying thought that guides what you do and how you do it
- 10. Employees Community New product development Offices, reception areas and meeting rooms Public relations Promotions Publications and literature Word of mouth Advertising It really is everything! Sponsorship Products Business customers Digital media Business partners Online Products & Services Communications Place People Community Suppliers Seminars, conferences and events Retail customers Call centre Services Merchandising New service development Customer experience Retail environments Production facilities
- 12. A bit of background on our thinking
- 15. We were wrong
- 16. A real spectrum of attitudes
- 19. Where it all went wrong
- 20. Lessons from Fairfax • A false belief in the power of the masthead • Failed to see the real competition • Lost touch with how consumers were consuming • A business that failed to stay relevant
- 21. But they aren’t the only one
- 22. All Brand | The risks • Complacency • Irrelevance • Disruption
- 24. Where this can work
- 27. So what’s the right way to treat the two?
- 28. A perfect mix
- 29. But where do you sit?
- 30. What do the best brands look like? (show diagram)
- 31. Chances are yours look like this (Show a mid level diagram)
- 32. Let’s take a look at a brand that does it well
- 33. Other examples
- 34. The three pillars • Desirability • Viability • Feasibility
- 36. In other words