Brand Services – A user centric marketing tool

Christian Vatter
Christian VatterFounder & Managing Director at Rlevance Consulting
Brand Services – 

A user centric marketing tool
White Paper by Rlevance Consulting
Brand Services are a tool to complement
traditional forms of marketing
communications.
Instead of annoying people with unsolicited
messages, they are first and foremost a
helpful service. Secondly there is a marketing
messages baked right into them.
2
The times we live in
3
3 factors influence consumerism nowadays
4
– Abundance of Choices
– Marketing Distrust
– Customer Sophistication
Abundance of Choices
5
6
As customers we face an abundance of choices
available time
choices
Wether in content…
7
430.000 hours of new youtube videos
420 million status updates on facebook
70 million photos uploaded to Instagram
1.000.000.000 active websites on the internet
every day…
1.300.000.000 cute cat photos on the internet (estimate)
250 movies released 2014 by the 15 major film studios
Source: intel.com/content/www/us/en/communications/internet-minute-infographic.html
What happens in an internet minute
8
…or in products and services to use
9
»A wealth of information creates 

a poverty of attention«
Herbert Simon
People are confronted with an abundance of
choices.
10
Their attention has become a valuable
resource – everybody asks for it, but only few
are rewarded with it.
Marketing Distrust
11
12
Source: Nielsen Global Trust in Advertising
Recommendations from people I know
Consumer opinions posted online
Editorial content (e.g. in newspapers)
Ads on TV
Ads in magazines
Billboards / outdoor advertising
Ads in radio
Ads served in search engine results
Online banner ads
0 50 100
67
60
58
53
53
53
42
30
8
33
40
42
47
47
47
58
70
92
Trust completely / somewhat Don’t trust much/at all
Communication has lost credibility
13
Advertising is not always 100% truthful
14
Interrupting, disguising, tricking
15
16
Marketing Communication has lost
credibility.
17
Many companies try to outsmart people,
ignoring that it is about fostering a valued
relationship, not making a quick sale.
Customer Sophistication
18
19
Forrester Research regard customer centricity a necessity
Source: Forrester Research, 2012
Age of the customer
Buyers empowered by
digital and transparency
make customer centric
companies successful
Amazon
Zappos
Age of information
Connected PCs and
supply chains makes
companies who control
information successful
Amazon
Google
Age of manufacturing
Industrial manufacturing
makes mass-producing
companies successful
Ford
Boing
Age of distribution
Global connections and
transportation makes
companies with good
distribution successful
Toyota
Procter & Gamble
20
Forbes Magazine sees Customer Experience as the new
benchmark

21
What is Customer Experience?
Memorable experience

in special, extraordinary
situation (positive or negative)
Regular experience 

when „using“ company
touchpoints day-to-day

22
Source: Forrester Research;

North American Technographics Customer Experience Online Survey, Q4 2011, Base: US Online consumer
Positive experiences increase loyalty and recommendation
Low 0
0.71
0.65
MediumHigh Low Medium High
Willingness to consider the
company for another purchase
Likelihood to recommend 

to a friend or colleague
Correlation with Customer Experience
23
US company Zappos reaches the top with customer focus



24
Netflix wins with it, while Blockbuster goes out of business

2004 2005 2006 2007 2008 2009 2010
Blockbuster Revenue Netflix Revenue
$6 Billion
$4 Billion
$2 Billion
$0
$ 2.2 Billion
Bankrupt
Source: www.go-digital.net
Customers know the rules of the game.
25
They seek out those companies that
appreciate them and add value to their lives.
Also for businesses times have changed
26
27
Businesses are in an age of extreme competition
28
Shorter innovation
cycles
Competition from
multiple sides
Higher demand for 

new products
More and more products
More offers per category
Strong rivalry between offers
29
The goal is to be noticed and ultimately preferred over
competitors
your brand
30
Today’s Marketing dilemma
need for attention and
preference
Abundance of
Choice
Marketing
Distrust
Consumer
Sophistication
The solution to this dilemma?
31
32
Painting: Michiel van der Born
More communications
Scream louder, interrupt harder?
33
»Innovate« more and create more variations?
34
More communications
Engage in price wars?
35
I want you to listen
and understand.
What‘s in it for
me?
What it really is about
36
A simple solution
Marketing

needs
User

needs
37
It is not an »either or«,
it‘s an »and«
38
Brand Services: A solution to
balance business and user needs
39
Service design is great at delivering on user needs …
40
… but usually doesn‘t take the brand into account
41
Marketing communication knows how to give a brand
promise …
42
… but is extremely bad at creating value for people
43
Why not combine the approaches?
Marketing
Communication
Service
Design
44
We researched and analyzed 90+ examples
http://www.christianvatter.com/great-examples-of-brand-services/
45
Enter: Brand Services
a service that helps promoting the offer/brand
a service that is an add-on to the core offer
a service with little or no costs for users
Example: Guide Michelin
46
One of the oldest brand services offers a list of worthwhile restaurants for travellers
Example: Kodak Picture Spot
47
Recommends best spots from which to take a photograph
Example: KLM Meet & Seat
48
Provides passengers the option to sit next to interesting people, based on Facebook &
LinkedIn profiles
Example: Adidas Runbase
49
A concept store in Tokyo next to a popular running site offering free running gear,
showers & lockers
Relevant aspects of a brand service
50
Brand-fit
Services that deliver
on the brand
Novelty
Services that have
news value
Usefulness
Services that are
highly useful
Usefulness: Hornbach Projekt-Buch
51
A comprehensive book that teaches you everything from laying parquet flooring to
building a pond

Brand Fit: Sit or Squat by Charmin
52
Provides an app called “sit or squat” that helps to locate clean public toilets

Novelty: Ikea Catalogue
53
Augmented reality mode lets you to place furniture into your home via your phone
before going to store

Relevant aspects of a brand service
54
Brand-fit
Services that deliver
on the brand
Novelty
Services that have
news value
Usefulness
Services that are
highly useful
The Ideal
Ideal Example: KLM Must See Maps
55
A digital city plan of KLM destinations, where your can invite your friends to mark
their favorite places

Watch the video here: http://www.youtube.com/watch?v=dosrsAy4ENY
Brand service mechanics
positive/favorable
experience with the
brand
experience of the
brand promise
delivered
Service based on user need
Issued by a brand
An add-on to core-offer at little or no
cost for user
Check:
useful
brand-fit
news-value
value for user
Make people want things
57
Make things people want
58
http://www.christianvatter.com/great-examples-of-brand-services/
More examples of Brand Services can be found here:
Content originally published in "Marke und digitale Medien“, Springer Publishing, 2014
59
60
making companies relevant for people
Illustrators Icons (Nounproject): Herbert Spencer / Stefan Kovac / Ates Evren Aydinel / Creative Stall / Francielly Costantin Senra / DKHN / Inn Style
Rlevance Consulting
Christian Vatter

cv@rlevance.com
Berlin, Germany
www.rlevance.com
all intellectual property rights reserved
1 of 60

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Brand Services – A user centric marketing tool

  • 1. Brand Services – 
 A user centric marketing tool White Paper by Rlevance Consulting
  • 2. Brand Services are a tool to complement traditional forms of marketing communications. Instead of annoying people with unsolicited messages, they are first and foremost a helpful service. Secondly there is a marketing messages baked right into them. 2
  • 3. The times we live in 3
  • 4. 3 factors influence consumerism nowadays 4 – Abundance of Choices – Marketing Distrust – Customer Sophistication
  • 6. 6 As customers we face an abundance of choices available time choices
  • 7. Wether in content… 7 430.000 hours of new youtube videos 420 million status updates on facebook 70 million photos uploaded to Instagram 1.000.000.000 active websites on the internet every day… 1.300.000.000 cute cat photos on the internet (estimate) 250 movies released 2014 by the 15 major film studios Source: intel.com/content/www/us/en/communications/internet-minute-infographic.html What happens in an internet minute
  • 8. 8 …or in products and services to use
  • 9. 9 »A wealth of information creates 
 a poverty of attention« Herbert Simon
  • 10. People are confronted with an abundance of choices. 10 Their attention has become a valuable resource – everybody asks for it, but only few are rewarded with it.
  • 12. 12 Source: Nielsen Global Trust in Advertising Recommendations from people I know Consumer opinions posted online Editorial content (e.g. in newspapers) Ads on TV Ads in magazines Billboards / outdoor advertising Ads in radio Ads served in search engine results Online banner ads 0 50 100 67 60 58 53 53 53 42 30 8 33 40 42 47 47 47 58 70 92 Trust completely / somewhat Don’t trust much/at all Communication has lost credibility
  • 13. 13 Advertising is not always 100% truthful
  • 15. 15
  • 16. 16
  • 17. Marketing Communication has lost credibility. 17 Many companies try to outsmart people, ignoring that it is about fostering a valued relationship, not making a quick sale.
  • 19. 19 Forrester Research regard customer centricity a necessity Source: Forrester Research, 2012 Age of the customer Buyers empowered by digital and transparency make customer centric companies successful Amazon Zappos Age of information Connected PCs and supply chains makes companies who control information successful Amazon Google Age of manufacturing Industrial manufacturing makes mass-producing companies successful Ford Boing Age of distribution Global connections and transportation makes companies with good distribution successful Toyota Procter & Gamble
  • 20. 20 Forbes Magazine sees Customer Experience as the new benchmark

  • 21. 21 What is Customer Experience? Memorable experience
 in special, extraordinary situation (positive or negative) Regular experience 
 when „using“ company touchpoints day-to-day

  • 22. 22 Source: Forrester Research;
 North American Technographics Customer Experience Online Survey, Q4 2011, Base: US Online consumer Positive experiences increase loyalty and recommendation Low 0 0.71 0.65 MediumHigh Low Medium High Willingness to consider the company for another purchase Likelihood to recommend 
 to a friend or colleague Correlation with Customer Experience
  • 23. 23 US company Zappos reaches the top with customer focus
 

  • 24. 24 Netflix wins with it, while Blockbuster goes out of business
 2004 2005 2006 2007 2008 2009 2010 Blockbuster Revenue Netflix Revenue $6 Billion $4 Billion $2 Billion $0 $ 2.2 Billion Bankrupt Source: www.go-digital.net
  • 25. Customers know the rules of the game. 25 They seek out those companies that appreciate them and add value to their lives.
  • 26. Also for businesses times have changed 26
  • 27. 27 Businesses are in an age of extreme competition
  • 28. 28 Shorter innovation cycles Competition from multiple sides Higher demand for 
 new products More and more products More offers per category Strong rivalry between offers
  • 29. 29 The goal is to be noticed and ultimately preferred over competitors your brand
  • 30. 30 Today’s Marketing dilemma need for attention and preference Abundance of Choice Marketing Distrust Consumer Sophistication
  • 31. The solution to this dilemma? 31
  • 32. 32 Painting: Michiel van der Born More communications Scream louder, interrupt harder?
  • 33. 33 »Innovate« more and create more variations?
  • 35. 35 I want you to listen and understand. What‘s in it for me? What it really is about
  • 37. 37 It is not an »either or«, it‘s an »and«
  • 38. 38 Brand Services: A solution to balance business and user needs
  • 39. 39 Service design is great at delivering on user needs …
  • 40. 40 … but usually doesn‘t take the brand into account
  • 41. 41 Marketing communication knows how to give a brand promise …
  • 42. 42 … but is extremely bad at creating value for people
  • 43. 43 Why not combine the approaches? Marketing Communication Service Design
  • 44. 44 We researched and analyzed 90+ examples http://www.christianvatter.com/great-examples-of-brand-services/
  • 45. 45 Enter: Brand Services a service that helps promoting the offer/brand a service that is an add-on to the core offer a service with little or no costs for users
  • 46. Example: Guide Michelin 46 One of the oldest brand services offers a list of worthwhile restaurants for travellers
  • 47. Example: Kodak Picture Spot 47 Recommends best spots from which to take a photograph
  • 48. Example: KLM Meet & Seat 48 Provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles
  • 49. Example: Adidas Runbase 49 A concept store in Tokyo next to a popular running site offering free running gear, showers & lockers
  • 50. Relevant aspects of a brand service 50 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  • 51. Usefulness: Hornbach Projekt-Buch 51 A comprehensive book that teaches you everything from laying parquet flooring to building a pond

  • 52. Brand Fit: Sit or Squat by Charmin 52 Provides an app called “sit or squat” that helps to locate clean public toilets

  • 53. Novelty: Ikea Catalogue 53 Augmented reality mode lets you to place furniture into your home via your phone before going to store

  • 54. Relevant aspects of a brand service 54 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful The Ideal
  • 55. Ideal Example: KLM Must See Maps 55 A digital city plan of KLM destinations, where your can invite your friends to mark their favorite places
 Watch the video here: http://www.youtube.com/watch?v=dosrsAy4ENY
  • 56. Brand service mechanics positive/favorable experience with the brand experience of the brand promise delivered Service based on user need Issued by a brand An add-on to core-offer at little or no cost for user Check: useful brand-fit news-value value for user
  • 57. Make people want things 57 Make things people want
  • 59. Content originally published in "Marke und digitale Medien“, Springer Publishing, 2014 59
  • 60. 60 making companies relevant for people Illustrators Icons (Nounproject): Herbert Spencer / Stefan Kovac / Ates Evren Aydinel / Creative Stall / Francielly Costantin Senra / DKHN / Inn Style Rlevance Consulting Christian Vatter
 cv@rlevance.com Berlin, Germany www.rlevance.com all intellectual property rights reserved