The document discusses brand and client relationships and developing brand relevance. It addresses changing expectations and habits of clients that require brands to develop intrinsic indispensability. The core of brand-client relations involves mutual respect, trust, and benefit. Satisfaction results from exceeded expectations, while loyalty results from prolonged satisfaction. An optimal system considers category motivators, information sources, brand discriminators, and impact to develop brand satisfaction within a buying circle.

1. Brand/Client Relationships “The Toolbox”

2. “ The difficulty lies not in the new ideas, but in escaping the old ones” John Maynard Keynes

3. Brand/Client Relations Platform Habits Attitudes Needs perceptions expectations Product Proposition Core Values Functional Benefits Emotional Benefits Brand Personality Experience Brand Client i nternal/external experiences Relationship

6. Brand relevance development Rational benefits Emotional benefits Values What am I? What do I do for you? What does this mean to you? How do I relate to your business/life? Product attributes so far from now on Brand equity development

9. Brand/Client Relations System CATEGORY MOTIVATORS FRAME-OF- REFERENCE INFORMATION SOURCES BRAND DISCRIMINATORS POINT-OF- SALE IMPACT BRAND SATISFACTION

10. Brand/Client Relations Buying Circle New order

11. Matrix of convincement Suspects Prospects Hot prospects Trial Satisfied client Loyal client Client Information Comparison Experience Confirmation Trust Proposition Promise Deliverance Decision

12. Optimal Cost Per Contact Suspects Prospects Hot prospects Trial Satisfied client Loyal client Client Information Comparison Experience Confirmation Trust Proposition Promise Deliverance Decision + -

15. Benefits Increasing profits Increasing chances Gaining time Optimizing control

17. Brand/Client Relations as a project 1. Brand/ Market vision and - potential 6 . Market test 5 . Development ‘prototype’ & concept test 3. Organization layout 2. Strategic options & financial impact 7. Roll out and communication 4 . Positioning & (internal) Branding Approach Timetable Organization Quality Budget Information