11. THE BRAND
GAPS
COMPANY
VALUE
COMPANY
OR BRAND
PURPOSE
CUSTOMER
MOTIVATIONS,
EMOTIONS,
DRIVERS
BRAND PERFORMANCE GAP
NOT PRODUCT/SERVICE
BRAND
VALUE
CUSTOMER
VALUE
CULTURE
REALISED BRAND POTENTIAL
13. Brands often seem most
interested in talking about:
• Who they are
• What they sell
• What it retails for
• Their size and geographical spread
• Their ownership
• Who their customers are (usually in demographic terms)
• Their financial performance
• Their innovations/news
• Their CSI projects and what they sponsor
• Their social media/content marketing initiatives
WHY IS THIS APPROACH
IMPORTANT?
14. Contrast that with consumer
priorities:
• Is this brand desirable to me?
• Is this a brand I will be proud to be seen with?
• Is the brand well made?
• Is it easy and convenient for me to get it?
• Is the brand interesting? Do people talk about it?
• Who speaks for the brand? Are they someone I admire?
• Is the brand consistent? Do I get what I expect to get from it?
• Is it easy to understand? Is choosing options easy and simple?
• Is it priced right for me?
WHY IS THIS APPROACH
IMPORTANT?
15. Customers don’t care
about brands.
They care about how
brands help them add
value to - or solve a
problem - in their lives.
WHY IS THIS APPROACH
IMPORTANT?
16. We have a flood of
content, but a crisis
of context.
WHY IS THIS APPROACH
IMPORTANT?
18. Understand the humanity of
your customer – the emotions,
motivations, desires and drivers
at each stage of the engagement
process, to understand how to
deliver personal value to that
customer.
WHERE DO WE
START?
19. THE BRAND
GAPS
COMPANY
VALUE
COMPANY
OR BRAND
PURPOSE
CUSTOMER
MOTIVATIONS,
EMOTIONS,
DRIVERS
BRAND PERFORMANCE GAP
NOT PRODUCT/SERVICE
BRAND
VALUE
CUSTOMER
VALUE
CULTURE
REALISED BRAND POTENTIAL
21. GOLDEN
CIRCLE
WHY
HOW
WHAT
What do we do?
What value to we add to our customers’ lives?
How do we do that differently?
ANSWERING TWO
QUESTIONS
22. • 77% of consumers don’t want a
relationship with a brand.
• Only 13% said increased engagement
led to repeat brand preference
(loyalty).
• 64% cited shared values as the
primary reason for brand preference.
Source: Harvard Business Review study 2012
WHY
HOW
WHAT
ANSWERING TWO
QUESTIONS
23. Answer two questions:
Do you have a complete understanding
of your customers’ engagement journey?
ANSWERING TWO
QUESTIONS
24. DOING
FEELING
THINKING
MOMENTS OF TRUTH
INSIGHTS
BARRIERS
HOW WE WIN
HOW WE LOSE
INFORMATION REQUIREMENTS
TOOLS
AWARENESS
CONSIDERATION
COMMITMENT
REPEAT PREFERENCE
ADVOCACY
CULTURAL PRESSURES
CUSTOMER ENGAGEMENT
JOURNEY TOOL
ANSWERING TWO
QUESTIONS
25. Understand not
just what your
customer does,
but why they do it.
For a copy: Twitter @jontyfisher
ANSWERING TWO
QUESTIONS
26. !
!
!
!
!
!
!
!
!
!
!
! !
!
THE BEAUTIFUL PROBLEM !
STAGES
!
!
DOING !
[TOUCHPOINTS &
ACTIONS]
!
!
THINKING
CUSTOMER PORTRAIT!
!
!
FEELING
INSIGHTS
CONSIDERATION PURCHASERESEARCH/AWARENESS POST-PURCHASE RETENTION & ADVOCACY
MOMENTS OF
TRUTH
GUIDING!
PRINCIPLES
CLIENT: ! ! ! DATE:
What am I doing,
where am I looking for
information?
I feel… (emotions only)
I feel anxious, I feel
excited.
Rational thinking and
information needs
Fresh, actionable &
leveragable
Critical points
27. !
!
!
!STAGES RETENTION & ADVOCACYPOST-PURCHASEPURCHASECONSIDERATIONRESEARCH/AWARENESS
!
BARRIERS!
LOSS
WIN
TOOLS
INFORMATION!
REQUIRED
What stops them from
moving further?
How do brands win?
How do brands fall by
the wayside?
What emotions do we
need to reinforce or
negate? What rational
cues can we exploit?
With all of this in mind,
what do we need to
start doing, change, or
stop doing?
28. What you’re looking for?
Fresh insights to connect your brand to your
customer in a more meaningful way, to
enable actionable, powerful changes to your
marketing program.
ANSWERING TWO
QUESTIONS
30. SOME GUIDING
THOUGHTS
• More than ever, people still want to be
inspired, so don’t dumb down messages.
• The familiar is even more important; rituals,
and habits have renewed significance.
• Meaning matters.
• Reward people, small things go a long way.
• People love a good deal, but don’t want to
feel cheap.
34. “We live in a world filled with technology and connections and
ideas yet one that, in so many ways and places, remains unexciting
for such long stretches. On reflection, so many of the situations we
find ourselves in are routine. Catching a plane is boring once you’ve
done it a few times. Commuting is boring. Work cultures are
uninspiring. Most of the advertising we see is boring.
As Susan Ertz once observed, ‘Millions long for immortality who
don’t know what to do with themselves on a rainy Sunday
afternoon.’
35. After all, as human beings, we long for things that catch our eye. We
will find time to do things that make our hearts beat faster. We live for
what makes us feel alive. We want to be inspired by purpose.”
“So rather than spend all that time noodling brand opinions and
agonizing over the largely irrelevant nuance of ‘difference’ between our
brand and the competition, we should be spending far more time
thinking about what people are interested in.”
Martin Weigel
