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BESTEXPERIENCEBRANDSA GLOBAL STUDY BY JACK MORTON WORLDWIDE
EXECUTIVE SUMMARYBEST EXPERIENCE BRANDS     reports the topline findings ofquantitative and qualitative research conducted...
TABLE OF CONTENTSBrands are Verbs 4About the Study 6Key Research Insights: Experience Matters 7Experience Brand Drivers 11...
BRANDS ARE VERBSJosh McCallToday, more than ever, how a brand behaves is more                                             ...
BRANDS ARE VERBS (CONTINUED)These advantages include: differentiation and memorabilityin a cluttered and competitive marke...
ABOUT THE STUDYBEST EXPERIENCE BRANDS is based on a survey sponsoredby Jack Morton Worldwide and conducted online by KRCRe...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERSLiz BighamI have a lot of conversations about experience brands.        WE ASKED ...
No more punting on brandexperience: consumers expect it,they will buy and paymore because of it,and brands aren’tdeliverin...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERS (CONTINUED)Here	are	three	things	the	BEST EXPERIENCE BRANDS                 I wi...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERS (CONTINUED)Collectively, these three key insights should definitivelydo away wit...
EXPERIENCE BRAND DRIVERSSo consumers expect unique experiences and will rewardbrands that provide them. What can brands do...
EXPERIENCE BRAND DRIVERS (CONTINUED)As part of the BEST EXPERIENCE BRANDS study, consumers                                ...
EXPERIENCE BRAND DRIVERS (CONTINUED)#2 THE MOST IMPORTANT CATEGORIES OF                             Across all three, cons...
EXPERIENCES VALUED BY CONSUMERSAverage importance on a scale of 1- 7 for unique brand experience drivers, by category (mea...
EXPERIENCE BRAND DRIVERS BY SECTORSERVICE-BASED SECTOR / AIRLINES                                    PERFORMANCE          ...
EXPERIENCE BRAND TRENDS                                                                Consumers more likely toBEST EXPERI...
EXPERIENCE BRAND TRENDS (CONTINUED)DEMOGRAPHIC TRENDS:                                          Premium audiences outshine...
EXPERIENCE BRAND TRENDS (CONTINUED)Mobile devicesThere is a much smaller gap between consumers’judgment of past experience...
LEARN MORELook for more insights from the BEST EXPERIENCE BRANDSstudy to be released in the future. To request insights fr...
JACK MORTON WORLDWIDE IS A GLOBAL BRAND EXPERIENCEAGENCY WITH OFFICES ON FOUR CONTINENTS. OUR AGENCYCULTURE PROMOTES BREAK...
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EXPERIENCE BRAND DRIVERS (CONTINUED)#2 THE Brand experience research and insights

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EXPERIENCE BRAND DRIVERS (CONTINUED)#2 THE MOST IMPORTANT CATEGORIES OF Across all three, consumers indicated a significant gap EXPERIENCE DRIVERS ARE PRODUCT between drivers that were ranked very /somewhat EXPERIENCE AND CUSTOMER EXPERIENCE important and those they deemed excellent /very good Looking holistically at the various drivers ranked in based on actual experience [ fig. 5 ]. In some instances, the study and grouping them into different types of the gap exceeds a 20-point gulf between expectation and experience [ fig. 4 ], it’s clear that on a general level, delivery. Clearly, there’s work to be done to fulfill both product experience and customer experience are brand promise and consumer expectations most influential for consumers, followed fairly closely by shopping experience. Other drivers, although It’s interesting to note how well these findings about still important, figure less explicitly in consumers’ experience drivers map onto what’s already evident judgments of brand experiences. This suggests that about top experience brands. From Apple to Zappos, brands may need to reprioritize programs and Amazon to Zipcar, top experience brands emphasize partners to reinforce innovation in product experience and invest in innovating their product experience even as as well as exemplary delivery across the customer and they orchestrate and perfect their customer and shopping shopping experience. This is definitely not to say that experiences. They’re dedicated to continuing to serve any areas of experience are unimportant, but rather to and engage consumers even after they’ve become emphasize that in the minds of consumers, the areas customers. And they’re truly passionate about exceeding of product, customer and shopping experience are the expectations. forefront of conscious decision-making. BEST EXPERIENCE BRANDS demonstrates that it’s not just#3 ACROSS EXPERIENCE DRIVERS, BRANDS these leaders who are setting a path for experience NEED TO CLOSE AN EXPECTATION AND brands: it’s consumers themselves who are demanding DELIVERY GAP these very qualities from all brands. There’s a sizable gap between the importance LB consumers place on varying experience drivers and how those drivers actually deliver in reality. For example, consumers were asked about actual experience with brands in three sectors: airlines, mobile devices and internet retailers. BEST EXPERIENCE BRANDS /13

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  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
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  • A great read and a lot of insight, will keep an eye for more of this!
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  • Systematic predictable and Unique Experience is the new essential differentiation as quality is becoming a commodity
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  • 'Unique' along with 'Original', each will be the key-words for 2012
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