The document discusses designing belonging experiences for consumers by identifying key engagement factors and building brand loyalty. It outlines the need to understand consumer needs, attitudes, behaviors and how they interact with brands. The three sides of engagement are identified as customer needs/motivations, customer/employee attitudes and behaviors, and brand purpose/identity. A belonging experience model called A.C.T. is introduced to help companies attract, communicate, connect and transact with customers to build trust and loyalty over time.

1. ENGAGEMENT Designing a Belonging Experience

3. Skepticism Conflicting Needs Time Poor Fear Autopilot Collaboration Simplicity Emotive Empowering Intrusive > > Brand Loyalty Our Challenge

4. Putting the trend puzzle together Vigilant Network Empowering Knowledge Experiential Lifestyle Belonging Doorways

9. Proprietary Product, Service or Process Engaging Community Unique Experience Distinctive Persona Evolving the Competitive Ladder

10. Belonging Experiences = Engagement Community

11. Process Message Structure Ideal Engaging Experience Customer Knowledge Needs Information Sharing Relationship Building Support Three Sides of Engagement

12. Customer needs and motivations Customer attitudes and behaviors Employee needs and motivations Employee attitudes and behaviors Brand purpose and identity Brand image and reputation Customer experience Customer proposition Employee experience Employee proposition Integrated Engagement

13. Belonging ACT Model © LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy 5 Aware Attract Communicate Connect Transact Trust Advise Create Translate Advocate Collaborate Transform Ritual High Brand Loyalty Low Brand Loyalty

16. Investment > Knowledge Enabler

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21. Empowerment > Apple

25. Coffee > Need for Recognition

29. Clean > Genuine

30. Engagement Steps

32. Recommendations R educe/Redistribute A lign C onsolidate/Communicate E liminate Ideal Engaging Experience 1 Engagement Evaluation

33. 1 Engagement Evaluation Repurpose/Redistribute Align/Add Consolidate/Communicate Eliminate Process Message Structure

36. 2 A.C.T. Modeling Aware/Attract Communicate/Connect Transact/Trust Process Message Structure

39. Thank You Get Engaged www.belongingexperiences.com