Building Global Brands Through Experiences

Building Global Brands
Through brand experiences!

Copyright © 2012 by Jonathan Milne
The opinions expressed are not necessarily those of my past or current employer(s).

“I think what people want are brand
experiences. I think the day of traditional
mass marketing are kind of over.”
Ann Muhkerjee
SVP and CMO
Frito-Lay North America

Source: www.businessinsider.com/frito-lay-cmo-the-days-of-traditional-mass-marketing-are-over-2012-7#ixzz21WuC7ngn


The Shift in Building Brands


Types of Brand Experiences

Source: www.slideshare.net/jackmortonWW/best-experience-brands-a-global-study-by-jack-morton-worldwide-10365627


Examples of
Brand Experiences


Product Experience

Although Beats was not an official
sponsor during the 2012 London
Olympics, they created an effective
campaign called #showusyourcolor .

They went straight to their consumers by
offering national headsets in the colors of
all of the competing teams.

“They leveraged an insight that athletes
needed to focus before competing. It was
a story worth sharing. Their campaign
wasn’t about the headphones. It was
about the consumer expressing
themselves through the headphones.”
Images and quote: http://tomfishburne.com/2012/09/marketing-worth-sharing-google-keynote.html/


Shopping Experience

Hellmann’s partnered with St.
Marche, a Brazilian supermarket
chain with 100 stores to launch
an effective shopping experience
campaign. After a customer
finishes checking-out and paying
for their groceries they would find
recipes printed on the back of
their receipt based upon the food
they just purchased. Image: www.hellmanns.co.uk/brand/

http://mashable.com/2012/05/22/hellmans-recipe-campaign/


Customer Experience

Zappos number one core value is
“Deliver WOW Through Service”!

Examples:

“Zappos sent flowers to a woman who
ordered six different pairs of shoes
because her feet were damaged by
harsh medical treatments. Image: www.directdebit.com.au/index.php/category/member-engagement/

A customer service rep physically went “Our biggest efforts revolve around
to a rival shoe store to get a specific building likeability around our brand so
pair of shoes for a woman staying at that consumers turn to a brand that
the Mandalay Bay hotel in Vegas they trust, find reliable, and have an
when Zappos ran out of stock.” emotional connection with. That’s
where service comes in!”
http://articles.businessinsider.com/2012-01-09/news/30606433_1_customer-service-zappos-center-services#ixzz21jZcBYSz


Discovery Experience

The Heineken Experience is not your
traditional brewery tour. Not only do
you get to learn about how beer is
made but there are four levels of
interactive displays that enable you to
relate with the brand in fun ways.
Plus at the end of the tour, you get to
taste the beer!! Image: www.heinekenexperience.com/wall-of-fame/

Check out the Wall of Fame videos “We're not the Heineken
made by visitors. This is a great Museum, we're the Heineken
example of brand ambassadors. Experience!”

http://www.heinekenexperience.com/experience/


Community Experience

There is nothing better than
passionate customers who are
willing to share their experiences
and satisfaction with the world. Image: luluaddict.blogspot.nl/

Carolyn Beauchesne, the blogger of
Lululemon Addict has spent over
Lululemon customers are famous for
$15,000 on workout gear and is not their intense loyalty to the
even into yoga. She blogs about all brand, even when it has strict return
her favourite purchases and items policies which is the exact opposite to
which is shared to a large Zappos!
community of followers.

http://www.businessinsider.com/lululemon-addict-why-she-buys-2012-9


Digital Experience

Red Bull Media House's digital strategy is
really about a 360-degrees approach
through all the media segments:

• Print, TV, Online
Media, Mobile, Music, Events and
Games Red Bull is a energy drink company
that has turned traditional
Instead of simply being a paid sponsor of branding on its head by using
events, Red Bull Media House creates digital media to create
digital media content, unique experiences communities, fans and their brand
and publicity which they can ultimately instead of using traditional
monetize. No more traditional advertising advertising.
here!
http://www.redbullmediahouse.com/company.html


Brands are not products or
services, it’s all about P.E.O.P.L.E.
 Participate in conversations, rather than just being a subject of them
 Embrace and accept how other people interact with your brand – never try to
censor consumers.

 Open-Up your company’s processes and become a transparent organization
 Platform enablement for consumers to communicate with each other and to
express themselves

 Listen closely to what consumers are saying about your brand
 Empower consumers to become advocates, rather than just fans
http://www.slideshare.net/rossspw/brands-are-people


Top 15 Global Brands 2012

http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx


Would love to hear your feedback…

https://plus.google.com/103855881503887222435

http://nl.linkedin.com/in/milnejonathan

@jonathanmilne

Jonathan Milne
milne.jonathan@gmail.com


Building Global Brands Through Experiences

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