Recommended
More Related Content
Viewers also liked
Recently uploaded
Recently uploaded (20)
Jigsaw Marketing Consultants
- 2. Is your message being Heard?
- 3. Meaningful?
- 4. The Art of Being Different
- 6. Consumer’s Decision Making Process
- 9. Steve Jobs
- 10. Common Thread ? • Apple Ben & Jerry • Virgin Harley Davidson • Body Shop Warby Parker • Whole Foods Chiptole • Patagonia Mission Belt • Aveda Judges Coffee • New Balance Zappos
- 11. Rooted in your Story
- 12. Express yourself
- 16. Why they buy NOT what they buy Sales Price Varietal Appellation Values Green Inspiration Courage
Editor's Notes
- I create & drive emotional energy into your brands, bring them to life by creating an emotional connection, capturing consumers hearts & minds by stirring their inner-emotions. Objective: create brands whereby the consumer & brand personality match.
- How does your brands voice sound? ( Character, authoritative Language, complex Tone, clinical-scientific & Purpose, educational)? Does your brand-voice humanize your brand? Consumers want a connection not information.
- Your brand represents what you stand for and against. It is one of many symbolic resources consumer’s use to express themselves. How relevant and personal is your brand message? Consumers are not looking for personalized products, they are seeking a personalized message.
- The brand must be meaningful-different, not one or the other but both, create a unique brand experience that supports consumers inner & social self-identities. If your brands dimensions of differentiation are the same as your competitors change the “conversation”.
- Where are you sending your brand message to? Before sending a message it is critical to understand how the brain receives, processes and interprets information
- Our brains are very busy, being exposed to 11,000,000 pieces of information every second but only encoding 40 pieces into memory. The brain requires vast amounts of energy, 25% of our bodies total glucose is used by our brains. In fact to save energy our brains go into sleep-mode. The only method to move the brain back into an alert state is by stirring ones emotions. Do product facts stir ones emotions? The more personal & meaningful the stimuli’s is the greater probability the information will be encoded into memory. memory.
- The cognitive side of our brain only contributes 7% to each decisions. So communicating product information causes very little influence on consumer’s decision making process. They understand your points but they do not act upon them.
- While the emotional side contributes 93%* to each decision; this is a critical fact. Have you completed a verbal & visual brand audit? “A wealth of product information creates a poverty of attention” Prof Simon * Harvard Business School by Prof Zaltman 2014
- In 2011 Steve Jobs stated, “today brands must live and breath through their core personal values, it’s not about your product”. Apple’s brand message targets the consumer’s emotional side, thus allowing there product information to be encoded into memory. In each of Steve’s product presentations he stirred the audience’s emotions FIRST, then sold the product. Why can they successfully offer products in numerous different categories? They have a platform not a product statement to launch products from. .
- VALUES
- Just like the vines root-system extracting mineral's from the soil, your brand extracts it’s values, purpose and vision from its authentic story. It provides your brand a sustainable energy source and strategic direction. The story supports not only your brand but also your company culture.
- Brands are simply tools that allow consumer’s to express themselves. They allow the artisanal nature of your product to standout not be filtered out.
- In 2011 Brand Future conduct a survey of 13,000 US & Europeans, on average they found 85% of brands were meaningless. These finding are a direct result that brands are being created from the producers prospective not a consumers prospective. It’s all about your brand message and personality. How do those elements support your consumer’s self-identities in an unique-personal way. So what is your brand message and how important is it from a consumer’s prospective?
- Consumers expectations have change, they want brands now to inspire & excite them, by expressing their personal values so well that being a customer provides them a source of pride & joy. The brand represents who they are down to the core. Becoming such an integral part of their lives that the line of separation blurs between their beliefs and your brand. This level of loyalty is not achieved through words but ACTIONS.
- What does Irish Ruby have to do with coffee…..Everything. In 1993 I open Judges Coffee Roasters in North Carolina. I could have attempt to differentiate the brand on uniqueness since there was only 2 other roasters in the state, or product selection offering 35 different estate coffees or product freshness from “roaster to cup”. But I chose not because all of these could be matched someday. Derived from our story we identified 3 core values that consumers resonate with, a purpose they understood and a vision they wanted to be part of. Our brand was our shield, for Starbucks open yards away in our forth year and we continued to increase sales by 20%, reaching $1.6 million in our 6th year.
- You’re a participant in each of these industry’s Mutual Funds, these dimensions of differentiation provide a percentage of attention and a related fiscal return The cause of purchase, “values-graphics” is why they buy. You provide your brand meaningful-differentiation