Why is brand loyalty dying? And how do you use the Law of Attraction to turn up and tune in the brands you manage? Brand and Customer Experience expert Mary Ann’s O’Brien, former Fortune 100 CMO, an original pioneer in the Voice of Customer and the current CEO and founder of one of the fastest growing ad agencies in the country, OBI Creative, will explore the importance the law of attraction plays today in the world of branding and marketing. O’Brien will spotlight the approach the best brands in the world follow to leverage the law of attraction, engage with customers and grow. She’ll explore the multiple facets of today’s consumer and show how technology serves the platform for the gravitational pull toward and against your brand. With your curiosity peaked, and your neurons firing, you’ll find out what turns customers on, what turns them off and how you can use your assets, expertise and the law of attraction to ensure your brand is strong and attractive for years to come.

1. THE
MARKETING
LAW OF ATTRACTION
How to overcome the death
of brand loyalty

2. Mary Ann O’Brien
OBI Creative CEO & Founder
A nationally recognized
branding, marketing pioneer
and thought leader.
@MAOB444
@OBI_Creative

3. Brand loyalty is dead.

4. Wait… seriously?!

5. Yes… seriously!

6. Only 25% of American respondents in
a recent study said that brand loyalty
affected how they shopped
Source: Ernst & Young

7. 1 in 4 customers would switch to
a different provider on the basis
of a single negative experience
Source: Thunderhead

8. Nearly half of those who described
themselves as highly loyal to a brand
were no longer loyal a year later
Source: NPD Group

9. 9
So why is brand
loyalty dying?

10. Historically,
buying from a brand
guaranteed three things…

11. Consistency
Based on a customer’s past experiences, they knew the type
of service and experience you were going to have compared
to unknown brands
Quality
Based on your customer’s past experiences, they also knew
the quality of the product/service they’d be receiving and
could justify prices, weigh benefits, etc.
Reliability
Being brand loyal made consumers reliable on the brand to take
the guesswork out of shopping—they often saw benefits out of rewards
programs, loyalty discounts and other unique features
that encouraged being a returning member

12. This gave brands
POWER and $$$

13. But then the Internet happened
and the power shifted hands…

14. Consistency could be checked…
Customers can check what type of experience they will have with
a brand before ever interacting with them by looking at online
reviews, feedback and testimonials
Quality could be compared…
Customers can also compare quality in-store, online and through
WOM giving them more power to judge the quality and honesty
of a brand
Reliability was suddenly everywhere…
Consumers have more access to an endless amount of reliable
products and services; they no longer need to rely on their
own past experience to trust a brand to fulfill their needs

15. Consumers now have choices
and power, making them
brand-promiscuous

16. 16
So how is this
hurting brands?

17. Brand equity is losing its power
Consumers are less and less reliant on a brand’s equity and
more influenced by ease, convenience and time associated
with the brand experience.
Consumers are looking beyond price; the overall experience
and personal touch now drive their consideration and decisions.

18. A recent McKinsey study
revealed that no one is loyal

19. Brands are too focused
on gaining loyalty back
Brands are fixated on recouping and re-energizing their existing
loyalty programs, retention and customers by pushing out more
content and outlining the benefits of staying loyal to the brand.
Hint: it’s falling on deaf ears

21. The brand experience
has new competition
As an organization with an audience that is ever-connected, you’re no
longer just competing within your region, market or niche—you’re also
competing against the experiences that companies like Amazon,
Google and Nordstrom are providing.
Consumers’ expectations are growing; as marketers, we have to keep
up and recognize the new universal “standards” and what consumers
are now becoming attracted to.

22. 22
There is an UberX about
four minutes away, would you
like me to order it?

23. 23

24. 24
So if brand loyalty is dead,
what else is there?

25. ATTRACTION

26. THE ORIGINAL LAW
Newton’s Law of Attraction:
Every mass attracts every other mass in the
universe using a proportional force… or as we
now call it a ‘gravitational force…’

27. In other words…
LIKE ATTRACTS LIKE

28. Marketing Law of Attraction:
The ability to attract customers by understanding
their values, preferences and needs and leveraging
your organization’s values, customer experience and
products/services to pull in like-minded buyers.

29. KNOWLEDGE IS POWER

30. Discover what makes your
customers tick…
… and what ticks them off.

31. Experience Review:
Buy Button to Completion
03.07.17
PRODUCT
SET-UP
COMPLETE
ESTIMATED
& ACTUAL
ARRIVAL DATES
OUT OF BOX
EXPERIENCE
COMPLETE
& ACCURATE
DOCUMENTATION
PRODUCT
WORKS OUT
OF BOX
EASE OF
PRODUCT
SET-UP
7–14 DAY
CONTACT/WARRANTY
EXPERIENCE
RETURNS30–60 DAY
SUPPORT EXPERIENCE
ORDER
PLACEMENT
COMPLETE
T
OK
No problem sir!
That was easy!
I think I’ll buy
another one. I don’t want this.
NOV
17
Your EAD is
November 17th

32. Know your true audience
Not just your ‘ideal audience’ or ‘everyone’ – ask yourself: who
truly benefits from your existence and what you provide the
market? Understanding how you position yourself will help you
attract the right audience.
Know your brand experience
Know your purpose as an organization and take a deep look at the
customer experience and journey.
Know the value of your products/services
Beyond just what you’re selling, why are you selling it? What purpose
or problem does your product truly serve to the world? How are you
different? And how much better are you at providing your goods than
your competitors?

33. Once you know these important
elements, you can craft an authentic
experience that will attract your
true audience.

34. 34
Let’s look at
a few brands that
we’re attracted to…

35. Provides exponential value
Easy to find almost anything all in one place; easy to compare price
and options—they know their audience; busy and willing
to pay more for convenience.
Easy and convenient
Everything is a click away, and with premium services like Amazon
Prime, shipping and exchanges feel instantaneous. Based on your
purchase history, they even give you recommendations as you shop.
Gives us back time
What would take you hours in the store, can be done from the
comfort of your home.

36. Provides exponential value
Southwest believes in humanizing the flying experience so they
provide benefits like bags flying free, no change or cancellation
fees and fun, friendly staff.
Easy and convenient
With an easy booking system, convenient destinations and
competitive pricing, flyers enjoy a less stressful experience.
Gives us back time
Less worrying and anxiety gives you room in your mind to focus on
other things that are important in your life—giving you back time.

37. THE ATTRACTION RECIPE:
Exponential Value
Convenience
Give Back Time

38. 38
How can we use tech to
implement the Law of
Marketing Attraction?

39. Do research and recon with tech and Wi-Fi
Ask your customers
Ask your competitors' customers
Survey the general public
Audit the market landscape
Know your true audience

40. Know your brand experience
[Secret] shop around
Test customer experience
Test out your competitors' experiences
Make noted improvements so your experience is best-in-class

41. Know the value of your product/service
Compare yourself to best-in-class
What purpose does your solution provide?
Design products to align with customers demand
Review “intel” patterns
Find and use differentiators
?

42. They help me get what I want and what I need.
They help me make decisions easier.
These brands value time.
Their value is attractive.
Which brands do this well today?

44. 44
How do I get started?

45. 4
3
Do research
Outline solutions
utilizing technology
Make a strategic plan
Be brave
1
2

46. THANK YOU!
Questions?
@MAOB444
@OBI_Creative