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Brand loyalty in a fragmented world
The document discusses the importance of brand loyalty in a fragmented market, highlighting various brand touchpoints and their impact on customer trust and engagement. It references statistics on trust across different regions and the effectiveness of brands that prioritize authenticity and personalized interactions. Additionally, it emphasizes that successful branding requires coherence in messaging and delivering on promises to sustain customer loyalty.
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Brand loyalty in a fragmented world
- 1. BRAND LOYALTY Maintaining relevancy andtrust with customers in an increasingly busy and fragmented landscape @samchatwin
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- 6. Brand Business Cards Presentations Advertising Environments Voicemails Publications Packaging Website(s) Vehicles Newsletters Direct Mail ProposalsEmails Networking Wordof Mouth Exhibits Experiences Services Products Social Media Trade Shows Telephone Public Relations Services Web Banners Billboards Signage Blogs
- 9. brands industries people worldwide countries 1000 12 300,000 34 Source: MeaningfulBrands. http://www.meaningful-brands.com/
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- 12. Deliver 100% more KPIoutcomes On average gain 46% more share of wallet Outperform the stock market by 133% Source: Meaningful Brands. http://www.meaningful-brands.com/
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- 20. ‘their daily emailnewsletter of aggregated stories is worth the price of a subscription alone’ Source: econsultancy
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- 22. 43% 47% Owned media 48%Social media 53% Hybrid media 62% Traditional media 64% Search engines 45% 52% 62% 67% 2012 2013 2014 2015 Source: 2015 Edelman Trust Barometer http://www.edelman.com/2015-edelman-trust-barometer/
- 23. 2014 2015 More trust *%of countries in which trust decreased Less trust Technology Consumerelectronics Automotive Entertainment Foodandbeverage Consumerpackagedgoods Brewingandspirits Telecommunications Pharmaceuticals Energy Consumerhealth Chemicals Financialservices Banks Media 50% 80% 78% 77% 75% 72% 71% 66% 67% 67% 67% 66% 66% 63% 63% 64% 63% 61% 61% 61% 60% 61% 60% 57% 57% 53% 53% 52% 51% 54% 54% 80% * 74% * 67% * Source: 2015 Edelman Trust Barometer http://www.edelman.com/2015-edelman-trust-barometer/
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- 28. 100 103 106109 112 115 118 121 124 127 130 Google Waitrose Audi Samsung Cadbury Boots No.7 Volkswagen BBC Colgate John Lewis Intentions trust Capability trustUK top 10 Source: Millward Brown Brandz
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- 34. ‘Branding is aboutcreating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.’ Wally Olins
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- 50. ‘If you're nottrying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.’ Jonathan Ive
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