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Brand Religions
- 3. RELIGION /rɪˈlɪdʒən/ A pursuit or interest followed with great devotion
- 5. 5
- 8. #1 PENETRATION IS THY SOLE PATH TO GROWTH BRANDS OF TOOTHPASTE MARKET SHARE PENETRATION CREST COLGATE ZHONGHUA LSL BAMBOO AVERAGE 19 14 12 6 2 2,8 2,5 2,4 2,2 2,0 2,4 AVERAGE PURCHASE FREQUENCY 57 46 43 23 9
- 9. #2 RETENTION IS AN ILLUSION
- 13. # PURCHASES %CUSTOMERS #3 THOU SHALT TREAT ALL THY BUYERS AS EQUAL
- 15. #4 THOU SHALT REPEAT REPEAT REPEAT
- 16. LET’S PUT IT TO THE TEST ADIDAS LOGO
- 18. CONFUSION ACCELERATION CONSIDERATION Consumers are confused as the brand triggers associations that are shared with competitive brands as well. The brand should accelerate the usage of these brand associations as they are both recognized by a large portion of the audience and attribute exclusively to the brand. As the perceived uniqueness to the brand is relatively high, it can be good to further invest in these associations (wider and more consistent use of brand linkage) to turn these into true distinctive assets. Uniqueness Association ABSENCE These brand associations are not known at all in the market. The brand would need considerable work and resources to develop any of these brand associations.
- 19. #5 THOU SHALT BE EVERYWHERE
- 20. PENETRATION RELIGION BELIEFS PENETRATION#1 Penetration is thy sole path to growth #2 Retention is an illusion #3 Thou shalt treat all thy buyers as equal #5 Thou shalt be everywhere #4 Thou shalt repeat, repeat, repeat PUSH ACQUISITION MASS MARKETING TRIGGER BASED
- 23. #1 CONVERSATIONS ARE THY SOLE PATH TO GROWTH
- 24. 57% A person from your peers 14% A company
- 26. #2 THOU SHALT LOOK FOR DISCIPLES
- 28. #3 ALL THY ACTIVATIONS SHOULD BE START OF CONVERSATIONS
- 29. #4 THOU SHALT CREATE CONVERSATIONS WITH A PURPOSE
- 31. WELCOME IN JFK International Airport WELCOME IN Schiphol Amsterdam Airport WELCOME IN Incheon International Airport #5 THOU SHALT AIM FOR POSITIVE RECOMMENDATIONS
- 32. INFLUENCERS RELIGION BELIEFS #1 Conversations is thy sole path to growthWOM MARKETING #2 Thou shalt look for disciples #3 All thy activations should be the start of a conversation #5 Thou shalt aim for positive recommendations #4 Thou shalt create conversations with a purpose RIPPLE EFFECT INFLUENCER BASED CONVERSATIONS PUSH & PULL
- 35. #1 THOU SHALT PUT EMOTIONS AT THE CORE
- 37. #2 THOU SHALT BUILD A RELATIONSHIP WITH THY CONSUMERS
- 38. My family visited your Dulles location two weeks ago, and we just can’t get over it. Unfortunately, it’s an hour away, and more than two hours during rush hour. Please, we are begging you to consider Montgomery County in Maryland. When my friend told us about your store, he said it would be a ‘religious experience’ and it was. Please, please be kind and help this great-food deprived family.
- 39. #3 THOU SHALT CRAFT THY DNA
- 40. IDENTIFICATION
- 42. #4 THOU SHALT BUILD TO LAST 42
- 44. 44
- 45. 45
- 46. #5 THOU SHALT WORK FOR THY 46 LOVE
- 47. 1352 POSTS 47
- 48. RELATIONSHIP RELIGION BELIEFS #1 Thou shalt put emotions at the coreEMOTION BASED #2 Thou shalt build a relationship with thy consumers #3 Thou shalt craft thy DNA #5 Thou shalt work for thy love #4 Thou shalt build to last IDENTIFICATION RELATIONSHIP MARKETING PULL RETENTION IS LONG TERM
- 49. CLASSIC PENETRATION INFLUENCER RELATIONSHIP Target Marketing (STP) Mass Marketing WOM Marketing Relationship Marketing Push & Pull Push Push & Pull Pull Brand knowledge & equity based Trigger based Influencer based Emotion based Retention is cheaper than acquisition Acquisition is the sole path for growth Ripple effect: retention leads to acquisition Retention is a LT investment Differentiation is key Penetration Conversations Identification
- 50. THANK YOU!
Editor's Notes
- Many books have been written capturing marketing theories, frameworks and models on how to create future proof brands. Yet this abundance of vision and beliefs makes marketers confused and overwhelmed, and often results in two scenarios: Either paralyze - not sure what to do, waiting for their own grave to be delft Either switch around panicking – constantly moving strategies when someone comes along sharing a belief or vision.
- Yet int his paradox of choice focus is needed – marketing models can give marketing this focus It gives them a framework on what are the drivers to grow their brands and what dimensions and key performance indicators they should use to measure brand strength. Brands need to choose and follow a religion. We like to use the word religion here because we see that many brands use this to guide them in everything they do and follow this with great devotion. Religion = a pursuit or interest followed with great devotion
- Kotler is the fathers of modern marketing. If you have a background in marketing this is probably the theory you have been taught in school. You could say Kotler/ Keller is the Classic Religion Many brands used their thinking (and some still do) as a framework to set-up their marketing plans and branding strategies. Where: Links to consumer-based approach of branding Big thoughtleaders are Kotler, Keving Lane Keller and David Aaker Brands are cognitive constructs in the mind of consumers, and marketers can feed to right info (using the marketign mix) to make consumers do as intended (buy your brand) Segmentation, targetting, positioning Differentiation Unique Selling Proposition Concept of Brand equity = brand kowoledge and this translates itself in: Brand awareness which is recognition and recall Brand image (associations) Yet in this post modern world, we see that the Kotler-ian thinking is challenged by many new theories which we think we can bundle in three main school of thoughts, or brand religions.
- We know it is a simplification – just like their are 4200 different religions in the world – there are many visions, books and views on how to grow brands and what makes good marketing. Yet to simplify things we believe believe these can be grouped in 3 streams/ schools of thoughts. Penetration Religions Influencers Religions Relationship Religions
- This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and ... Google Books Originally published: March 11, 2010 Author: Byron Sharp Part 2: 2015 Dr Byron Sharp Professor of Marketing Science University of South Australia Director Ehrenberg-Bass Institute for Marketing Science
- Penetration is king What defines big brands? Well big brands have larger customer bases, they have more buyers – which is quite logical as more customers equals more sales. This suggests that sales growth comes mainly from growth in the size of the customer base. If you look at traditional marketing textbooks they say growth can be reached in two ways (1) have more customers and (2) have them buy more frequently. Yet research by Byron Sharp reveals that brands of differing market share differ mainly in terms of the size of their customer base. And that penetration explains and drives things like purchase frequency, here he introduces the concept of “double jeopardy”, That is, compared to their smaller competitors larger brands have many more customers who buy them somewhat more often. This pattern explains how smaller brands get hit twice, their sales are lower because they have fewer buyers who buy the brand less often. IT’S THE CURSE OF BEING SMALL. The winner takes it all See the example here of brands of washing machine detergent brands in the UK - where you can see that all brands are bought by their buyers slightly than 4 times a year. The largest brand, Persil, gets bought almost four times a year. The smallest, surf, around three and a half times.
- Retention is an illusion, acquisition is the sole path to growth Traditional marketing states that it costs five times less to retain a customer than to acquire a new one. According to this religion. Defection is largely out of a brand’s control, making growth via that strategy extremely difficult. Defection levels don’t vary dramatically with brand size;. All brands lose some buyers; this loss is in proportion with their market share how many customer a brand loses depends on how many it has to lose (i.e. big brands lose more customers (though these customers represent a smaller portion of customer base) Gaining market share by halving the defection rate would be nearly impossible. Simply getting existing customers to buy more often and buy with 100% loyalty to their brand is unrealistic: no one buys a product more than needed, and no brand commands 100% loyalty. Just think of the following brands – what do you think is the loyalty rates for these brands
- Across FMCG categories few consumers (13%) are brand loyal over a typical year.
- Even for big-ticket cult brands like Apple (55%) - repeatbuying level
- Loyalty in its pure form does not exist Customer loyalty is largely a myth (customers are at best ‘promiscuous loyals’ – switch between alternative rival brands based on availability – 72% of Coke drinkers also buy Pepsi (UK)). Likewise for brand commitment – people buy brands out of habit, not commitment. The norm is polygamous loyalty i.e. having a brand repertoire and switching within it (and is often something depending on the analytical timeframe, the longer the period of analysis the lower loyalty). In FMCG categories, buyers are regularly and measurably loyal – but to a repertoire of brands, not to a single brand. And they are more loyal to the brands they see a bit more regularly, and buy a bit more regularly. All brands enjoy loyalty, bigger brands enjoy a little bit more (= double jeopardy) Loyalty doesn’t actually vary dramatically across brands. However, slight differences in loyalty do exist: in general, larger brands have slightly higher customer loyalty (Double Jeopardy Law). Customer loyalty, then, doesn’t drive brand size differences, market penetration does
- When looking at a customer base, we can see that it has a typical skewed distribution where the minority are heavy buyers but the big bulk of customers are light buyers. This pattern is not only visible amongst consumer good companies. In order to maintain sales and grow, marketers must reach these masses, rather than focusing on a select few. Growth comes from a proportional increase in all kinds of buyers (light, medium, and heavy); however, targeting light buyers is most lucrative. This is because it’s nearly impossible to target light buyers without also reaching heavy buyers: in targeting light buyers, brands are ipso facto targeting their heaviest buyers. So, they are able to increase penetration by turning non-buyers into light buyers, while also slightly increasing loyalty among heavy buyers. TARGET MARKETING IS DEAD. Forget segments, mass marketing provides greatest penetration
- Focussing on a specific target group is not only wrong but also dangerous. As you might turn out to focus on the wrong audience. An example is SMART – was meant for urban youngsters (who wanted to easily park in the city), yet what they see is that it are not the youngsters who buy SMART ( often too expensive and there are cheaper alternatives around) it are elderly people who are looking for a small safe car (and have no issue with a more premium pricing).
- What Byron Sharp says is that brands should not differentiate, yet establish brand distinctiveness through memory structures It all starts with building distinctive assets and focusing and repeating these assets: - Portfolio of assets that are visual, aural and verbal. These assets allow a brand’s communication to work. Even if a brand’s advertisement is noticed, it can’t work according to Byron Sharp unless it refreshes or creates useful memory structures for the brand. This includes understanding what consumers have already in their mind and then working with it, not against it. All advertisement should reinforce or build memory structures. It is about building mental availability, or brand salience. This refers to the probability of a consumer noticing, recognizing, and thinking of your brand in a buying situation. This is critically different from brand awareness, which is simply the link to the name of the product category and depends on a single, specific cue. Create distinctive assets Get noticed Continuously reach potential buyers Refresh brand-linked memories Be consistent in Coca Cola. Every day, Coca-Cola sells nearly 2bn drinks. Its cursive-script logo is one of the best-known on earth. Its contoured bottle is one of the most recognisable designs of the 20th century.
- CASE: JDE
- Brand logos are the most famous images of our time. But it turns out they’re exceedingly difficult to recreate without looking at them, as a fun new Branded in Memory study from Signs.com proves. Some are easier than others, though, which also raises the question of what value there is, exactly, in the simplicity or complexity of a brand mark. The results show that most people are very good at recalling brand colors—around 80 percent selected the correct palettes for their drawings, while shapes and elements in logos are harder to recall. When a brand’s logo changes over time, a subset of people mistakenly conflates old and new versions. Similarly, we sometimes slip up when advertising utilizes strong symbols not used in the logo (e.g., the Burger King crown). http://www.adweek.com/creativity/how-hard-is-it-to-draw-a-brand-logo-from-memory-much-much-harder-than-you-thought/
- CASE: JDE
- Apart from building strong memory structures Sharp emphasizes the importance of being physically available – being as easy to notice and buy as possible, for as many consumers as possible, across as many buying situations as possible This includes more than retail penetration, but also hours of availability, easy of purchase,… Robert Woodruff, the company’s leading figure from 1923 until his death in 1985, promised to put Coke’s products “within arm’s reach of desire”, and he succeeded almost everywhere Regardless of where you are in the world, Coca-Cola was everywhere. In the hotel bars, the supermarkets, every restaurant, the vending machines and in every fridge in every little shop along hot dusty roads. Distribution may not get as much air time as other marketing elements - such as advertising - but must be a major success factor for Coca-Cola. When I travel and I see Coke available all over the world from the smallest village in Africa to the most elite bar in Paris - I think it subconsciously reinforces my perception of Coca Cola as a great democratic brand. It doesn't matter whether you are a bankrupt or a president - everyone drinks the exact same Coca Cola. You can't buy a fancier Coca Cola with money or status.
- Penetration is king and as a result the winner takes it all (double jeopardy law) Retention is an illusion, acquisition is the sole path to growth (+ loyalty) Differentiation does not work, one should establish brand distinctiveness through memory structures Brand success is defined by mental and physical availability Target marketing is dead, mass marketing provides greatest penetration
- Some examples (there are many more!) Contagious (STEPPS model) by Jonah Berger The dragonfly Effect by Jennifer Aaker (daughter of David Aaker of the Classic Religion) The Conversation Company – Steven Van Belleghem
- In this model, conversations are what will grow brands. This because: OLD MEDIA IS DEAD Traditional television is dying, a study in the UK showed how it dropped 10% between 2010 and 2014. People watch less traditional television, especially younger generations (44+ keeps with the traditional) and opt for alternative formats, such as on demand and netflix. The netflix effect: In 2015, Netflix accounted for about half of the overall 3% decline in TV viewing time among U.S. audiences, according to a new study by Michael Nathanson of MoffettNathanson http://variety.com/2016/digital/news/netflix-tv-ratings-decline-2015-1201721672/ So above the line marketing is dead.
- : As consumers overwhelmed by product choices tune out the ever-growing bombardment of traditional marketing, word of mouth cuts through the noise quickly and effectively. Previous research has shown the importance of peers - recommendations from peers are perceived as 4 times more reliable as those coming from companies Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive. New media and channels are replacing traditional tv advertisement and the impact is great as now everyone can say what they think. Everyone is a marketer, and a powerful one. As what we say, share and do can make or break brands. Nielsen studies have shown that consumers trust WOM more than any other medium, and word of mouth creates advocacy, which is 50x more likely to trigger a purchase (McKinsey). https://unruly.co/blog/article/2015/10/26/jonah-berger-6-key-stepps-to-creating-contagious-content/ Research has shown that conversations are important as they have an immediate impact on brand leverage
- The Journal created a “Trump Target Index” of 12 stocks that have been affected by Trump’s tweets over the past year, and then tracked what has happened to their share prices since he mentioned them on Twitter. Overall, the index is up by 32.5%, outperforming both the Dow Jones Industrial Average and the Standard & Poor’s 500 index. http://fortune.com/2017/02/24/trump-tweet-stocks/
- MARKETING THROUGH PEOPLE NOT TO PEOPLE Influencer marketing is key here It is about developing connection with the people who can create visibility for your product or service. Unlike other marketing approaches that focus on “masses,” this approach focuses on the individual influencers, who can range from niche bloggers to well-known celebrities. And this way create a ripple effect
- The Harry Potter theme park is a great example of flipping the funnel. Since the Harry Potter fans are known for their loyalty to the brand, the campaign used the impact of word of mouth to promote the new theme park. When Cindy Gordon, VP new media at Universal Studios wanted to announce the new theme park attraction, she did not want to do it the traditional way by spending billions on primetime advertising campaigns, but chose seven niche bloggers (seven people at the top HP fan sites). These bloggers were hand picked and where invited for a top secret midnight webcast live from Dubledore’s office, where they announced the new theme park. Quickly after the webcast, these seven fans blogged about the news. And then everything went incredibly fast. Within 24 hours, the news went viral reaching more than 350 million people. The use of social networking as a promotional tool for this campaign, was an unconventional and inexpensive way to spread the buzz. Gordon also said that this was not only their best way to gain such reach, but if they would have not involved the fans, the news could have backfired. The vice president of marketing at Universal Orlando Resorts had the responsibility of planning a marketing strategy to introduce the new Wizarding World of Harry Potter Theme Park there in Florida. She could have chosen any media form she desired, any marketing platform, with a potentially huge price tag attached. What she chose to do was to tell 7 people about it. Thats right. She told the 7 most popular bloggers about it, and she told them on a secret midnight webcast that she ran. She invited those 7 bloggers and introduced them to the new theme park right on the webcast. Can you guess what happened next? No.. she didnt get fired! What happened was that people talked about it. The 7 bloggers blogged about it right after the webcast. Lots of their followers blogged about it also, and talked about it with family and friends all over the world, and put it on all of their social sites where it would be spread by connections in those places. Main stream media follows those blogs and they wrote about it. Within 24 hours of telling 7 people, 350 million people heard about it. 350 MILLION people.
- Every activation should be the start of a conversation – It is important to understand what triggers conversations TUI case – drivers for NPS CCB The TUI journey consists of different steps from early stages in booking, longing to leave on holiday, the actual holiday but also the afterplay. We conducted a CCB to generate a complete picture of all the consumer needs travellers have when planning, having and reliving a beach holiday.
- Yet thou shalt not create conversations for the sake of conversations Content should be STEPPS Social Currency: ‘Appearances matter.’ Give your product – and its owner – social status by making it – and those who own/talk about it appear REMARKABLE (interesting, exclusive, distinctive, attractive, successful). Example: Blendtec’s Does it Blend Videos, Please Don’t Tell NY hidden bar, Rue La La’s secret flash sales… Triggers: ‘Top of Mind, Tip of Tongue.’ Associate your product with ideas and activities in peoples lives (moments – Kit Kat = break, colours, Coke = Red, music, words (more Mars candy stories in news during Mars pathfinder news story) Emotion: ‘When we care, we share’. Focus on what really matters and be ‘awe-some’ by asking the ‘3 Whys’ (Why is this product important, why is that important, and why is that important) and striving to evoke ‘awe’ – the sense of wonder and amazement that occurs when someone is inspired by great knowledge, beauty, sublimity. Example – Google’s Search On campaign (how to impress a French girl) https://www.youtube.com/watch?v=nnsSUqgkDwU Public: ‘Monkey See, Monkey Do’: Make adoption and use, publicly visible and copyable – e.g. Prostate cancer Movember campaign, Nike Livestrong Practical value: ‘News you can use’ Should be Useful – in a short, straightforward, and simple way – for you, and for who you share it with. Example, a corn on the cob tip on YouTube gets 7M+ views. The Power of Lists (buzzfeed style news) Stories: ‘Once Upon a Time’ – Your product should be wrapped up/communicated in a shareable (human) story or narrative – e.g. Subway – Jared Fogle story, went from 60″ waist to 34″ eating Subway sandwiches. But ensure your product is an integral part of the story (many people forget the product that is advertised in story-based ads/word of mouth) E.g. Michelin In 1900 the tire manufacturers André Michelin and his brother Édouard published the first edition of a guide for French motorists. At the time there were fewer than 3,000 cars in France, and the Michelin guide was intended to boost the demand for cars, and thus for car tires
- Social currency: Give your product – and its owner – social status by making it – and those who own/talk about it appear REMARKABLE (interesting, exclusive, distinctive, attractive, successful). Emotion: https://www.youtube.com/watch?v=R4vkVHijdQk Een van de meest besproken voorbeelden in het boek is over het bedrijfje Blentec dat blenders maakt en ook Contagious content maakt: “Will it Blend”. Filmpjes over attributen (e.g. stiften, iphones,…) die in de blender worden egstoken met het vraagstuk will ti blend. https://www.youtube.com/watch?v=lBUJcD6Ws6s George Wright, a new marketing hire, comes into the office. He notices a pile of sawdust on the floor on one of his first days at work. He asks, “Are we expanding the office? Why is there sawdust on the floor?” His colleague responds, “No, the CEO is doing what he does every day: trying to break blenders.” The CEO would take two-by-four pieces of wood, golf balls, Bic lighters and throw them in the blender to see if the blender was tough enough to withstand the punishment. He wanted to make a really strong blender. George saw this and said, “This is a fantastic idea. This is gonna be a viral home run.” He took a $50 marketing budget — not $50 million, not $50,000 — but literally $50. Bought a white lab coat, some of those goofy glasses you often see people wear when they chop wood or something, and just filmed the CEO doing what the guy was already doing: trying to break blenders…. They distributed it to their mailing list, they distributed it to others, and it caught on like wildfire. People saw it, and they had to pass it on and share it with their friends. It’s a great example of why it doesn’t take a huge marketing budget. It doesn’t take a marketing genius — though they are smart marketers — to think about this. What it takes is understanding the psychology behind social transmission — what makes us talk about and share things. Then by generating content or building in features of your products, you create that viral user growth. http://knowledge.wharton.upenn.edu/article/contagious-jonah-berger-on-why-things-catch-on/
- NPS measurement Zoals voor SkyPriority – hier in de experience Waar het meten ook bijdraagt tot de experience. Vicieuze cirkel NPS op elke touchpoint: HVC (high value customers) – vs non HVC With HVC because thye are so important App developed – complicance tracking of what is promised Do you feel prioritized Meer prioritezed voelen
- Find your disciples! Brand ambassadors and influencers are key = your segments People trust what their friend’s tell them more than what brands say Conversations impact brand leverage (Spreading relevant content is key) Every activation should be the start of a conversation Yet thou shalt not create conversations for the sake of conversations Good content needs to be STEPPS The best predictor of brand success are positive recommendations
- Research has shown that if the emotions centers of our brain would be damaged, we don’t just lose the ability to laugh or cry – but we lose the ability to make decisions. Emotions and reason are intertwined, but if they are in conflict emotion wins. 95% (or more, this is still something research are debating about) of our decisions are taking automatically, impulsively, intuitively… And these are driven by emotions By “how do I feel about this” Emotions are a heuristic Only a small amount of our decision are taking by the other side of the brain, the more rational part. Emotions are a serious opportunity to get in touch with consumers. If you want people to take action – whether it is voting or buying a product you need to appeal to their emotions
- As a result, emotions are key metrics in ad evaluation research. This is also how we approach ad testing at InSites, where we use different tools and techniques to understand which emotions are conversed by the ad (e.g. Pulse Tool, Itag, Eye-tracking, Implicit). An example is implicit association task, where the ad is shown and afterwards participants see different (emotional) items for limited amount of time (1,2 seconds). They are asked to press the space bar if they feel the item can be linked to the ad. This method filters out over-raltionalization, which is essential when wanting to measure the prompted implicit emotional associations linked to a stimulus. A case example where we used this methodology is for Unicef. Where different stimuli where tested to measure the extent they trigger people to donate. Participants where shown a set of (emotional) items after seeing a stimulus and these where then match with the (emotional) drivers for donation to assess ad success. What the research for example showed is that stimuli visualizing volunteers helping outperformed the ones where there were only children who needed help. A possible explanation is that the former show that something is done with the donation, and that donating leads to change and action.
- So in this religion it is all about creating an emotion connection with your consumer. Research showed that consumers do feel some affinity with the various brands And that these relationships are conform conceptions in the interpersonal relationship space
- The success of Wegmans: Instead of simply displaying aisles of packaged products that shoppers might buy, McCauley explains, Wegmans made grocery into theater—not just with specialty food stations, but also by preparing food in front of customers. Wegmans understood that, to a younger generation, "shopping" didn't mean filling your cart with canned peas, it meant hanging out, learning about food and eating it. "Wegmans was prescient," McCauley said. "They were aware of what millennials wanted before the millennials even got there." But no matter how fresh and pretty it looks, food doesn't cook itself. Key to Wegmans theatrical feel (and key to its fan base, too, apparently) is the employee in the apron. According to Market Force, Wegmans won for its "fresh produce, reasonable prices and massive stores." Fair enough. But that doesn't tell the whole story. Wegmans is like the best of Frank Sinatra’s albums: big and lush, yet somehow also small and personal.
- Build a strong brand identity that consumers can identify with: Know yourself: A consumer LOVE relationship starts with the brand. Before you even meet the consumer, you must fully understand youself. If you don’t know who you are as a brand, and what makes you different, better, and special, how do you expect a consumer to? Know you type: Every brand has an ideal consumer-someone who, when they connect with the brand, feels that that brand was made for her. The trick for marketers is to identify that ideal consumer, her functional, emotional, and social needs, and perfect the match between those needs and what your brand offers. Know your customers better than they know themselves https://hbr.org/2014/02/the-eight-phases-of-brand-love
- Identification is key – with identification we mean the extent to which a consumer recognizes an overlap between his/her personality and the personality of a brand Academic research has shown that brand identification does not just result in preference, but it also reinforces purchase behavior (Lam et al, 2012)
- Diesel uses Pinterest to inspire and connect with females within their desired target demographic. The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display We needed to understand what makes people tick - not only in the digital space but also in the real world. Who are the people who are currently engaging with DIESEL content? What is their lifestyle? How do they differ from consumers who do not engage with the brand? In addition, we need to understand how can we translate self-identification into the online world. Which types of DIESEL content and DIESEL-related content is the DIESEL target group using, spreading or creating? How should the content be executed? What style of content is contagious? Which format and execution works best
- Not Fling The ultimate relationship is a long lasting marriage – TRUE LOVE Rather than trying to encourage a one-time sale, relationship marketing tries to foster customer loyalty for the long run.
- Love = loyalty beyond reason Remove a brand and people buy a replacement. Take a Brand that is loved away and you’ve got a protest on your hands. Brand loyalty drives success: Brandloyalty comes with positive financial results As loyal customers typically buy more of the brand’s products, buy them more often and are willing to pay a higher price than other customers Next these consumers are more receptive to new product introductions and product promotions And they also can function as brand ambassadors (link with conversation religion) Source: Kevin Lane Keller The emergence of natural brand community, like the ones created by ardent fans of Disney or Harley Davidson
- Identification – example in research?
- Identification – example in research?
- Consumers should feel that the brand is “a brand made for me.” Just like human relationships, it goes with ups and do and it is hard work. You keep on understanding and collaborating with consumers to keep that love in place. Here: case AXE community on consumer centricity It is essential to establish connections that are so special and memorable that a consumer desires to keep coming back for more. We can do this by providing them a rich experience with our brands. Time after time it has been shown that a positive brand experience trumps more passive brand engagements such as traditional advertising or social media in generating effective word of mouth.
- Consumers should feel that the brand is “a brand made for me.” You keep on understanding and collaborating with consumers to keep that love in place Here: case AXE community on consumer centricity It is essential to establish connections that are so special and memorable that a consumer desires to keep coming back for more. We can do this by providing them a rich experience with our brands. Time after time it has been shown that a positive brand experience trumps more passive brand engagements such as traditional advertising or social media in generating effective word of mouth. https://www.youtube.com/watch?v=WzTSE6kcLwY
- http://www.actionablebooks.com/en-ca/summaries/lovemarks/