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Brand Management
Brand Strategy
Service Design
Experience Design
Customer Experience
Branded Customer Experiences – 

Bridging promise and fulfillment
White Paper and Case Study by Rlevance Consulting
2
Marketing has become increasingly difficult
your brand
3
Shorter innovation
cycles
Competition from
multiple sides
Higher demand for 

new products
1. More and more competition
More offers per category
Strong rivalry between offers
4
using an ever
increasing amount of
media channels constantly changing
values & interests
fragmented 

target groups
2. Audience harder to reach
5
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
3. Lack of trust in corporate messages
6
Source: Convergys Customer Scorecard, 2014; 

3.000 U.S. consumers, ages 18-74 (industries: banking, credit cards, health insurance, Internet service providers, retail, satellite/cable, mobile service, technology)
2011 2013 2014
60%
Loyal
52%
Loyal
55%
Loyal
4. Decreasing brand loyalty – „The Switching Economy“
Our usual recipes?
7
8
Painting: Michiel van der Born
More communications
We communicate more and louder
9
We »innovate« and create more variations
10
More communications
We engage in price wars
11
Price wars
»Innovation« and
more variations
More and louder
communications
Decreasing 

brand loyalty
Lack of trust in
corporate messages
More and more
competition
Audience harder 

to reach
increasing the noise, decreasing value, losing the customer
12
Print Ads
TV Commercials
Billboard
SEO
Targeting/

Re-Targeting
Corporate Design
Direct Mail
Events
Roadshows
Trade Marketing
Social Media
Native Advertising
Advertorials
Something is missing in the way we do Marketing today
13
How companies make customers feel is more important than
what they say about themselves
How companies make customers feel 

is more important than 

what they say about themselves
Why experience matters
14
15
As humans have two different operating modes, experience is
needs to be considered separately
Remembering Self
Memories and stories
factual, often altered to fit 

self-perception
Experiencing Self
Holistic experiences
basis of emotional
evaluation
Source: Daniel Kahneman & Jason Riis: „Living, and thinking about it: two perspectives on life“, 2005
16
Customer Experience: Holistic impressions from regular
interactions, clearly located in space and time
Regular experience
when dealing with a
company, its product
or touchpoints
Sum of impressions:
conscious &
subconscious,
rational & emotional
aspects
Situational, located
in space and a time
17
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
18
US company Zappos is »delivering Wow« through service –
75% customers return, resulting in steep increase of revenue

19
vs.
German drug store market:
Two brands with similar price point
20
More communications
dm in-store experience
21
More communications
Schlecker in-store experience
22
vs.
While »dm« is Germany‘s most loved drugstore chain,
competitor »Schlecker« must close down
5,8
5,1
4,5
4,1
3,8
Revenue 2009 2010 2011 20122008
0
4,44,64,84,7
bankrupt
Revenue 2009 2010 2011 20122008
Source: dm, Schlecker
23
Forbes Magazine sees customer experience
as the new benchmark

24
providing positive
experiences when
dealing with the
company
giving promises
through media
messages
We should move on from only giving promises to also
providing positive experiences

25
More communications
Human Centered Design helps creating need-based, easy-to-
use & pleasant experiences
Source: LUMA Institute: Innovating for people
26
However: Taking humans as primary measure doesn‘t come
without downsides
ideal solution 

for [person × situation]
task: 

designing for a
commercial situation
similar solutions for
competing brands
HCD
Brand A = Brand B = Brand C
27
Positive is not enough because human centered design
methods lead to similar results
Source: Rupert Platz, http://de.slideshare.net/r000pert/why-youre-a-brand-shaper-knowingly-or-not-and-what-you-can-do-about-it?
28
More communications
Still true: Strong brands make companies successful by
anchoring offers in the mind of customers
Branded Customer Experience
unites strengths of both approaches
29
30
Great customer
experience makes
companies successful by
making offers beneficial
for customers
31
Strong brands make
companies successful
by anchoring offers in
the mind of customers
through meaning
32
Great customer
experience
beneficial offers
Strong brands
meaning
loyalty building brands&
Creating loyalty while building brands
33
Making these
improvements
expressions of the brand
values – to anchor it the
in the mind of customers
Improving the experience
– when dealing with a
brand in a regular way –
 so it is beneficial for
customers
&
Branded Experience
34
Using the brand idea to »speak to people« through situations
of product/service usage
Situation A
Brand Idea
Situation B
Situation C
Situation D
How do we create a
Branded Experience?
35
36
Case Brand Experience Airlines

– Airlines strive to be brands, but mostly distinguish via design and
communication, the experience they provide are more or less the
same
– Conducted an ethnographic study of 8 European airlines: experience
journey, pain points, brand perception
– Created service branding ideas for Lufthansa & easyJet
37
Two very different brand positionings

Bringing German
reliability and precision
into air-travel*
*) from interviews and communication analysis
Helping yo to enjoy your
time away affordably*
38
Insight and brand idea
Creating value for the user The brand idea
An air-trip is a complex
process full of uncertainties.
For most travelers,
predictability and being in the
know helps a lot.
Bringing German reliability
and precision into air-travel
+
Opportunity to create value
There is a trade-off between not wanting to wait too
long at the airport and not wanting to miss your flight.
This dilemma is a source of stress.
Idea
To take away the feeling of insecurity, Lufthansa helps
with the Travel Companion: An app that provides
necessary information. It also shows how long it takes
to airport with different modes of transport.
Opportunity to create value
Settling in your seat is when you have finally made it
after all the stop and go, and the journey is about to
begin. This is a very sensitive moment.
Idea
Lufthansa celebrates this with a new ritual, a very
simple printed schedule of the services planned –
 taking away uncertainty, as many people like to
sleep, but do not want to miss food and drinks.
43
Insight and brand idea
Creating value for the user The brand idea
Any air trip offers the
opportunity to do exciting
things, meet friends and enjoy
your time away.
Helping yo to enjoy your
time away affordably
+
Opportunity to create value
People are often looking for getaways, and not
necessarily need to travel to a certain destination.
Also, it is more about activities and weather than a
specific destination. This is why they are flexible with
dates but have a fixed budget.
Idea
easyJet provides the Trip Alert: Users define certain
criteria, including a price point. When all criteria are
matched, the user is notified about his ideal trip,
providing the feeling of great value.
Opportunity to create value
An air-flight is about the things you do at the
destination. For private travelers this is meeting
people and doing great things. Although planning is
fun most find the time for it only in the plane.
Idea
The easyJet Trip Planner finds friends at the
destination through Facebook. It is also a bookmarking
tool for activities, restaurants etc. at the destination. It
increases the joy when looking forward to the trip.
Idea
The easyJet Trip Planner works in offline mode, so
people can finally plan the trip in the plane, matching
people and activities and create an itinerary. This way,
easyJet increases the enjoyment of the trip.
49
Branding experiences results in two very different stories
delivered

an enjoyable time
away, affordably
German reliability
and precision
50
More Service Branding projects by Rlevance

51
making companies more relevant for people
Rlevance Consulting GmbH
Christian Vatter, Managing Director

cv@rlevance.com, +49 151 2520 5043
Berlin, Germany
www.rlevance.com
all intellectual property rights reserved
Get in contact:
Illustrators Icons (Nounproject): Wilson Joseph / Herbert Spencer / Dalpat Prajapati / Austin Condiff / Francielly Costantin Senra /
Rediffusion / Diego Naive / Les vieux garçons / Murali Krishna / Johanna / Dara Ullrich / Melonnie Manohar / Nicolò Bertoncin

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Branded Customer Experience – Bridging promise and fulfillment

  • 1. Brand Management Brand Strategy Service Design Experience Design Customer Experience Branded Customer Experiences – 
 Bridging promise and fulfillment White Paper and Case Study by Rlevance Consulting
  • 2. 2 Marketing has become increasingly difficult your brand
  • 3. 3 Shorter innovation cycles Competition from multiple sides Higher demand for 
 new products 1. More and more competition More offers per category Strong rivalry between offers
  • 4. 4 using an ever increasing amount of media channels constantly changing values & interests fragmented 
 target groups 2. Audience harder to reach
  • 5. 5 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 3. Lack of trust in corporate messages
  • 6. 6 Source: Convergys Customer Scorecard, 2014; 
 3.000 U.S. consumers, ages 18-74 (industries: banking, credit cards, health insurance, Internet service providers, retail, satellite/cable, mobile service, technology) 2011 2013 2014 60% Loyal 52% Loyal 55% Loyal 4. Decreasing brand loyalty – „The Switching Economy“
  • 8. 8 Painting: Michiel van der Born More communications We communicate more and louder
  • 9. 9 We »innovate« and create more variations
  • 11. 11 Price wars »Innovation« and more variations More and louder communications Decreasing 
 brand loyalty Lack of trust in corporate messages More and more competition Audience harder 
 to reach increasing the noise, decreasing value, losing the customer
  • 12. 12 Print Ads TV Commercials Billboard SEO Targeting/
 Re-Targeting Corporate Design Direct Mail Events Roadshows Trade Marketing Social Media Native Advertising Advertorials Something is missing in the way we do Marketing today
  • 13. 13 How companies make customers feel is more important than what they say about themselves How companies make customers feel 
 is more important than 
 what they say about themselves
  • 15. 15 As humans have two different operating modes, experience is needs to be considered separately Remembering Self Memories and stories factual, often altered to fit 
 self-perception Experiencing Self Holistic experiences basis of emotional evaluation Source: Daniel Kahneman & Jason Riis: „Living, and thinking about it: two perspectives on life“, 2005
  • 16. 16 Customer Experience: Holistic impressions from regular interactions, clearly located in space and time Regular experience when dealing with a company, its product or touchpoints Sum of impressions: conscious & subconscious, rational & emotional aspects Situational, located in space and a time
  • 17. 17 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
  • 18. 18 US company Zappos is »delivering Wow« through service – 75% customers return, resulting in steep increase of revenue

  • 19. 19 vs. German drug store market: Two brands with similar price point
  • 22. 22 vs. While »dm« is Germany‘s most loved drugstore chain, competitor »Schlecker« must close down 5,8 5,1 4,5 4,1 3,8 Revenue 2009 2010 2011 20122008 0 4,44,64,84,7 bankrupt Revenue 2009 2010 2011 20122008 Source: dm, Schlecker
  • 23. 23 Forbes Magazine sees customer experience as the new benchmark

  • 24. 24 providing positive experiences when dealing with the company giving promises through media messages We should move on from only giving promises to also providing positive experiences

  • 25. 25 More communications Human Centered Design helps creating need-based, easy-to- use & pleasant experiences Source: LUMA Institute: Innovating for people
  • 26. 26 However: Taking humans as primary measure doesn‘t come without downsides ideal solution 
 for [person × situation] task: 
 designing for a commercial situation similar solutions for competing brands HCD Brand A = Brand B = Brand C
  • 27. 27 Positive is not enough because human centered design methods lead to similar results Source: Rupert Platz, http://de.slideshare.net/r000pert/why-youre-a-brand-shaper-knowingly-or-not-and-what-you-can-do-about-it?
  • 28. 28 More communications Still true: Strong brands make companies successful by anchoring offers in the mind of customers
  • 29. Branded Customer Experience unites strengths of both approaches 29
  • 30. 30 Great customer experience makes companies successful by making offers beneficial for customers
  • 31. 31 Strong brands make companies successful by anchoring offers in the mind of customers through meaning
  • 32. 32 Great customer experience beneficial offers Strong brands meaning loyalty building brands&
  • 33. Creating loyalty while building brands 33 Making these improvements expressions of the brand values – to anchor it the in the mind of customers Improving the experience – when dealing with a brand in a regular way –  so it is beneficial for customers & Branded Experience
  • 34. 34 Using the brand idea to »speak to people« through situations of product/service usage Situation A Brand Idea Situation B Situation C Situation D
  • 35. How do we create a Branded Experience? 35
  • 36. 36 Case Brand Experience Airlines
 – Airlines strive to be brands, but mostly distinguish via design and communication, the experience they provide are more or less the same – Conducted an ethnographic study of 8 European airlines: experience journey, pain points, brand perception – Created service branding ideas for Lufthansa & easyJet
  • 37. 37 Two very different brand positionings
 Bringing German reliability and precision into air-travel* *) from interviews and communication analysis Helping yo to enjoy your time away affordably*
  • 38. 38 Insight and brand idea Creating value for the user The brand idea An air-trip is a complex process full of uncertainties. For most travelers, predictability and being in the know helps a lot. Bringing German reliability and precision into air-travel +
  • 39. Opportunity to create value There is a trade-off between not wanting to wait too long at the airport and not wanting to miss your flight. This dilemma is a source of stress.
  • 40. Idea To take away the feeling of insecurity, Lufthansa helps with the Travel Companion: An app that provides necessary information. It also shows how long it takes to airport with different modes of transport.
  • 41. Opportunity to create value Settling in your seat is when you have finally made it after all the stop and go, and the journey is about to begin. This is a very sensitive moment.
  • 42. Idea Lufthansa celebrates this with a new ritual, a very simple printed schedule of the services planned –  taking away uncertainty, as many people like to sleep, but do not want to miss food and drinks.
  • 43. 43 Insight and brand idea Creating value for the user The brand idea Any air trip offers the opportunity to do exciting things, meet friends and enjoy your time away. Helping yo to enjoy your time away affordably +
  • 44. Opportunity to create value People are often looking for getaways, and not necessarily need to travel to a certain destination. Also, it is more about activities and weather than a specific destination. This is why they are flexible with dates but have a fixed budget.
  • 45. Idea easyJet provides the Trip Alert: Users define certain criteria, including a price point. When all criteria are matched, the user is notified about his ideal trip, providing the feeling of great value.
  • 46. Opportunity to create value An air-flight is about the things you do at the destination. For private travelers this is meeting people and doing great things. Although planning is fun most find the time for it only in the plane.
  • 47. Idea The easyJet Trip Planner finds friends at the destination through Facebook. It is also a bookmarking tool for activities, restaurants etc. at the destination. It increases the joy when looking forward to the trip.
  • 48. Idea The easyJet Trip Planner works in offline mode, so people can finally plan the trip in the plane, matching people and activities and create an itinerary. This way, easyJet increases the enjoyment of the trip.
  • 49. 49 Branding experiences results in two very different stories delivered
 an enjoyable time away, affordably German reliability and precision
  • 50. 50 More Service Branding projects by Rlevance

  • 51. 51 making companies more relevant for people Rlevance Consulting GmbH Christian Vatter, Managing Director
 cv@rlevance.com, +49 151 2520 5043 Berlin, Germany www.rlevance.com all intellectual property rights reserved Get in contact: Illustrators Icons (Nounproject): Wilson Joseph / Herbert Spencer / Dalpat Prajapati / Austin Condiff / Francielly Costantin Senra / Rediffusion / Diego Naive / Les vieux garçons / Murali Krishna / Johanna / Dara Ullrich / Melonnie Manohar / Nicolò Bertoncin