Loving the brand - Richard Beevers

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Loving the brand - Richard Beevers

  1. 1. Loving the brand, living the brandRichard.Beevers@CustomerPlus.co.uk
  2. 2. We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and tothe general public an expanding line ofmotorcycles and branded products and services in selected market segments.
  3. 3. Which are the world’s10 most loved brands?
  4. 4. Source: Richard Beevers, Customer
  5. 5. Source: rankingthebrands.com
  6. 6. What is a brand?
  7. 7. A brand… Product Environment Central Idea Behaviour Communication
  8. 8. Added valueBasic features20% impact /80% cost Added values e.g. service levels 80% impact / 20% cost Product core Product surround
  9. 9. Added value in practice… Equal / Prefer Pepsi Prefer Coke can’t say Blind test 51% 44% 5% Open test 23% 65% 12%
  10. 10. The pursuit ofADDED VALUE is central tobrand building
  11. 11. The library experiment
  12. 12. What do customersreally buy?
  13. 13. Before After
  14. 14. Brand inside + Brand outside =Your brand
  15. 15. Brand outside
  16. 16. Brand inside
  17. 17. Brand inside + Brand outside =Your brand
  18. 18. Living the brand… Product Environment Central Idea Behaviour Communication
  19. 19. Central idea
  20. 20. “We create happiness by providingthe finest in entertainment forpeople of all ages, everywhere."
  21. 21. Product
  22. 22. Behaviour
  23. 23. How did he learn this ?
  24. 24. Environment
  25. 25. Communications
  26. 26. Dear Sir/MadamMy congratulations to B & Q on getting ayacht to leave the UK on 28th November2004, sail 27,354 miles around the worldand arrive back 72 days later.Could you please let me know when thekitchen I ordered 96 days ago will be arrivingfrom your warehouse 13 miles away?Yours sincerelyJohn Roberts
  27. 27. The employer brandLoving your people
  28. 28. Core proposition
  29. 29. Delivering the employer brand
  30. 30. Strategic branding errors1. Confusing brands and logos2. Lack of relevant, differentiated central idea3. Poor customer experience4. Relying on advertising5. Overstretching the brand6. Forgetting the brand inside7. Incongruence – NOT LIVING THE BRAND
  31. 31. Do customers love you with ALL their heart?
  32. 32. Loving the brand, living the brandRichard.Beevers@CustomerPlus.co.uk

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