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The Brand Experience by Towan Isome

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The Brand Experience is a dive into what makes a great brand.
While the foundation of a basic brand is a combination of quality
design and positive or negative media, a great brand can change
the community consciousness (think Under Armour), change
the culture (think Apple), or change the nation (think President
Obama or President Trump). Talk topics include:

creating a brand experience
brand evolution
customer memory
brand impact
design and creativity

Published in: Marketing
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The Brand Experience by Towan Isome

  1. 1. the Brand Experience The Brand Experience is a dive into what makes a great brand. Most companies think brands are a combination of great design and positive or negative media. But a great brand can change the community consciousness (think Under Armour), change the culture (think Apple), or change the nation (think President Obama or President Trump). Talk topics include: creating a brand experience, brand evolution, customer memory, brand impact, and design and creativity. 2
  2. 2. 1. EXPERIENCE 4 2. EVOLUTION 6 3. MEMORY 8 4. IMPACT 10 5. DESIGNAND CREATIVITY 12 3 Table of Contents
  3. 3. Experience is the 360-degree perspective consumers feel when interacting with the brand, how the consumer engageswith the brand in retail, online, and in the media. WHY THIS ISIMPORTANT? Customers don’t always engage with a brand in the same way. Brick-and-mortar retail customers may not be online customers. In addition, media coverage can directly impact stockbroker pricing and customerperception of the brand. Experience 4
  4. 4. 3600 5
  5. 5. Evolution is the history of a brand over time from inception to growth. Who doesn’t love a success story? It’s imperative to create a story as your brand evolves. WHY THIS ISIMPORTANT? Customers love to support brands they’ve helped grow. A great strategy engages the customer over time so they become a part of your brand family. Customers who hold a sense of investment in your product or service are more likely to make a referral. Evolution 6
  6. 6. 7
  7. 7. Memory is how long a brand lives in the mind of a consumer. This is the most challenging of all the brand experiences because it requires the brand to constantly remain top-of-mind. The best brands engage consumers beyond a transaction. WHY THIS ISIMPORTANT? The customer who remembers the brand becomes an advocate for the brand and extends the consumer lifecycle: awareness, acquisition, loyalty, and ultimately advocacy. Memory 8
  8. 8. 9
  9. 9. Impact tells the story of the long-term value a brand provides to its consumers. Does this brand help alleviate a pain point in the consumer’s life, job, culture, or country? Can this brand be replaced? If this brand went away, would there be a vacancy in the marketplace? WHY THIS ISIMPORTANT? There are many brands that do the same thing, but there are few brands that create a deficit in the economy. Brands that have more than 50% of an industry market share have the best brand impact. Impact 10
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  11. 11. Design and Creativity encompasses experiential design (created and curated events), traditional design (on-paper and web), and UX design (user experience design). Non-marketers traditionally relate “brand” with components like logo, fonts, topography, and positioning. True marketing experts know that branding means engagement. WHY THIS ISIMPORTANT? A brand is first seen before it can be experienced. Engagement may begin at the logo, but with great consumer experiences, a brand can become iconic overtime. Design and Creativity 12
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  13. 13. About Towan Isom Towan Isom is the CEOof Isom Global Strategies. A celebrated marketing expert and brand strategist, Ms. Isom helps clients create a three-dimensional brand experience using traditional, digital, and experientialmarketing. IGS has earned a ranking in the top 20% of the Inc. 5000 fastest growing,privately-owned companies. Ms. Isom is the author of the “Managing Millennials Toolkit” for C-suite executives and leaders and Chasing Greatness: The Young Professional’s Guide to a DynamicLife, written for millennials. 14
  14. 14. Towan Isom, President and CEO Isom Global Strategies (IGS)Marketing Towan@TowanIsom.com (202) 841-9443 https://towanisom.com/ Connect with me at: https://www.linkedin.com/in/towanisomceo/ 15 CONTACT
  15. 15. INNOVATION. SERVICE. EXCELLENCE. https://towanisom.com/

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