The document discusses managing brand perceptions through understanding the 10 trigger points of perception. It provides examples of how these trigger points can be used to analyze brand positioning and alignment issues. Case Study 3 examines a company where the executive and staff are not strategically aligned, leading to customer confusion about the brand experience. The 10 trigger points help identify inconsistencies between how the executive and staff perceive the brand's positioning.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
This is your brain.
This is your brain on a mobile site with throughput throttled just enough to frustrate the heck out of you.
This is your brain thinking about all the tests you could run if you had your own lightweight, wireless EEG braincap to directly but passively monitor brain activity in your customers as they interact with your digital assets.
From the eMetrics Conference in Chicago, Radware Evangelist Tammy Everts describes a mobile web stress test conducted to gauge the impact of network speed on emotional engagement and brand perception. Neural marketing has escaped the lab and has found its way into practical applications. For even more on the web stress tests, please visit: http://www.radware.com/mobile-eeg2013/
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
This is your brain.
This is your brain on a mobile site with throughput throttled just enough to frustrate the heck out of you.
This is your brain thinking about all the tests you could run if you had your own lightweight, wireless EEG braincap to directly but passively monitor brain activity in your customers as they interact with your digital assets.
From the eMetrics Conference in Chicago, Radware Evangelist Tammy Everts describes a mobile web stress test conducted to gauge the impact of network speed on emotional engagement and brand perception. Neural marketing has escaped the lab and has found its way into practical applications. For even more on the web stress tests, please visit: http://www.radware.com/mobile-eeg2013/
How Consumer perception when they seing logo of any brand and what things company mentioned while making their company's LOGO
This is a part of an assignment done at Symbiosis Institute of Business Management, Bengaluru
How to change the perception of a brand? Cape Rock
For National Geographic Channel we developed a new visual identity expressing their latest brand positioning. The goal was to strengthen the brand position in the Netherlands and grow the number of viewers and marketshare. Both objectives were realised.
How Pitney Bowes Has Transformed Brand Perception Through Employee AdvocacyDynamic Signal
Pitney Bowes, an American institution for nearly 100 years, serves more than 1.5 million clients with solutions in the areas of customer information management, location intelligence, and global ecommerce. The launch of their ambassador program in 2015 changed the DNA of the company, bringing them into the digital age.
Now, in the second year of the program they are seeing great success and driving real business results. We explore what they have learned along the way and how they now maintain the ambassador program as a critical part of the marketing strategy for the brand.
Marifer Rodriguez and Dennen McCloskey from Pitney Bowes’ social media team joined us to discuss:
• How Pitney Bowes broke down the barriers between their employees and social media
• How Pitney Bowes has engaged their workforce to increase brand awareness and drive sales and revenue
• How Pitney Bowes has expanded their employee advocacy program on a global scale
Frisbeemanagement. How better insight in the potential of your organisation, ...Theo Kroese
Strong organisations build strong brands. It's people that build organisations! The results an organisation gets come from the way its people behave, cooperate and solve problems. Insight in the cause-and-effect relationships in your organisation helps you devise successful interventions that lead to more effectiveness and a stronger brand.
Het doel: organisaties commercieel sterker maken. Reden: Sterke merken presteren beter.
Met de beschreven verandercyclus kunnen organisaties hun onderscheid en concurrentiekracht vergroten. De Frisbeemanagement methode van Kroese brands & behaviour geeft hier een concrete invulling aan.
So, how do Lebanese Marketers view and develop their brands? Is Branding in Lebanon Healthy ?
-A thorough study for marketing and non-marketing professionals on the current status of branding in Lebanon and the opportunities it brings with upgrading branding and brand management practices.
-One of the interesting findings is the lack of knowledge related to brand’s economic value creation and to brand’s relation to business strategy.
-Another interesting finding is that Lebanese Marketers' behavior is not always in line with their perceptions and attitudes.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Welcome to the first of my six SlideShares on revenue growth – each covering a different pillar necessary for success. The strategies and tactics I will share come from a great deal of client experience as well as what we have done to grow our own business. I promise that if you follow the advice I will share with you, it will make a large difference to your top-line revenue number. Here are the six pillars:
1. Differentiated and compelling brand promise
2. Profitable Business Model
3. Optimized sales process
4. Effective lead-to-revenue framework
5. High-performance online strategy
6. Successful customer loyalty program
Stay tuned for the rest of the Pillars. Click on the link in the presentation to read the complete blog article.
About Us:
Fusion Marketing Partners (FMP) is a B2B marketing agency that specializes in helping companies create powerful lead-to-revenue machines to turn around their stalled or under-performing marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally.
The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants.
To find out more, visit http://www.fusionmarketingpartners.com.
Reputation: How It Is Built and Maintained, and The Role of PRMSL
Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.
Reputation: How it is built and maintained, and the role of PR - A report by ...Ashraf Engineer
Businesses are getting increasingly conscious of the power of reputation. It is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust.
So, it’s not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
For the public relations (PR) industry, this is a unique opportunity. Its scope is widening from the narrow media relations space to leading the overall brand building and maintainance function. It is now up to the PR industry to evolve from second fiddle to advertising to the leader in the marketing communications ecosystem.
MSLGROUP in India's latest report, co-authored with Eikona PR Measurement, analyses the growing importance of reputation management and its impact on the PR industry.
Some of the points the report makes:
• Reputation is an intangible asset, but its effects are real. It is an invisible, yet powerful influence that can help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation has a serious impact.
Reputation management report msl group and eikona pr measurementVikram Kharvi
MSLGROUP in India and Eikona PR Measurement release the executive report – ‘Reputation: How it is built and maintained and the role of PR’
MSL India and Eikona PR Measurement had recently launched a co-authored report titled, ‘Reputation: How it is built and maintained and the role of PR’.
The report analyses the growing importance of reputation management and its impact on the PR industry. Some of the points the report makes:
• Corporate reputations are the sum total of the beliefs held by individuals about companies’ past actions and future potential. It is stakeholders’ collective actions and sentiments – whether to purchase a product, buy shares of the company’s stock, or recommend the company to others – that determine every company’s ability to stay in business.
• Reputation is an intangible asset, but its effects are real. Indeed, reputation is acting on companies all the time — an invisible yet powerful influence that can either help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation can have a serious impact. Like gravitational pull, reputation makes it easier or more difficult for your company to get where it needs to go.
Normally, most product categories’ presence in the annual advertising calendar does not exceed four months. On the other hand, PR support for the same products stretches to at least eight months of the calendar, which is a unique opportunity for the PR industry. Its scope is widening from the narrow media relations space to leading the overall brand building and maintenance function. It is now up to the PR industry to evolve from being second fiddle to advertising and corporate communications to becoming the leader in the marketing communications ecosystem.
In India, we are already seeing movement on this. Many corporations are working communications objectives into CEOs’ and other key spokespersons’ key result areas. Corporate communications executives are spending more time with CEOs and MDs. PR is increasingly being acknowledged as a brand-builder on par with other tools.
Jaideep Shergill, CEO, MSLGROUP India, said: “Communicators are calling this the ‘Reputation Economy’, and rightly so. Reputation management could be the fuel for your business’ growth. Through this report, we wish to highlight the importance of reputation on the long-term future of businesses and also that the PR industry in India is uniquely geared to provide the strategic thinking required to build and maintain corporate reputation.”
Is your organization aligned to a common direction?
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
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1. “ A company's primary responsibility is to serve its customers. Profit is not the primary goal, but rather an essential condition for the company's continued existence.” Peter Drucker
2.
3. Your Brand ... is an Expectation ... through emotions ... ... that connects ... By differentiating the experience
4.
5. Brand Perceptions The key to managing your brands … and how people behave around them … … is manage the perceptions of the brand! You need to manage … … the conscious and subconscious elements …. … .of your Brand Then you can control the perceptions around your brand … whether this is for … Your Executive … Your Staff … … Your Customers … or even Your Competition
22. 1. Individuality and Uniqueness [Who are we] Exec: > This is a very good result. The core identity of the brand mirrors the dominant archetypes produced by the analysis of the totality of her questionnaire. > Exec has their ducks in a row and know what they are doing. Management : > Communication is in semi-alignment with Exec. > But Innovation & Unconventionality and Growth & Expansiveness have no relation whatsoever to anything Exec had to say. > This is disturbing when we consider that there is a 75% agreement factor among the staff. > So in terms of the this question, we can see that the staff are way off base when compared to Exec. Comments: > Which positioning is right and how do we manage the challenges of conflicting energies Communication Competitiveness Innovation & Unconventionality Growth & Expansiveness Authority & Respect 75%
23. 2. Emotional Impact [the emotional impact of our brand] Communication Competitiveness Emotional Impact Growth & Expansiveness Authority & Respect Exec : > Wants people to feel the Communication and Authority Respect archetypes as major players in the brand profile. > The presence of Growth and Expansion in an emotional environment is actually one of the best possible placements for a brand. This energy is responsible for all good things, good fortune, growth, positivity, justice, wealth and so on. You want people to experience this at an emotional level. > To validate what the customers are experiencing we would have to assess the clients. Management: > Weak agreement with Authority and Respect and is the only point of agreement. > With 67% weighted agreement the management are not in strong agreement with each other. > Positive: Emotional Impact was selected as the dominant theme in this question. Shows awareness that people's feelings are very important in the context of the brand. This is further confirmed in question 7. So there is a nice synergy here. Comments: > How important is the emotional impact of your brand given your current target market? > Exec – Low > Management - Medium
24. 3. Communication [how and what we really communicate] 48% Exec: > Consistent with Communication within the communication meme which interacts with the Authority and Respect > The presence of Power & Transformation with Communication reveals that there is (or should be) a fairly high degree of "penetration" in the way the brand communicates. > It also reveals a "depth" to the communication. At another level, it reveals the obvious: the transformational role of the technology. Management: > On the good side, we can see that the answers to the questions almost precisely mirror each other between Exec and the Management. > But at 48% Management have no agreement in the way the brand communicates Comments : > The results on this question are simultaneously both startlingly good and worryingly bad. Good that there is strong agreement. Bad that there is only 48%.
25. 4. Social Intelligence [the impact of the brand on relationships] Communication Power & Transformation Individual & Uniqueness Intuition & Inspiration 60% Exec : > The Communication nature of the company is a point of attraction: Communication, technology, knowledge, expertise, skill, intelligence - all these qualities combine to make the brand attractive. > Power and Transformation interaction Communication suggest the brand is triumphant in its persuasiveness (read mind control, suggestion, ability to influence people's ideas and thoughts). For this reason that people find attractive. (If this is the case, then we would pick this up if we ever did a survey of the clients). Management: > The Managements choice of Intuition and Inspiration suggest that the idealistic, inspirational, uplifting qualities of the brand are what make it attractive to people. This provides an imaginative, fantastical quality. What they are saying is that people find the brand attractive because it is "out of this world". > At 60% the staff are not in strong agreement Comments : > Nice correspondence between Exec and management in that the Individuality and Power and Transformation feature on both lists. This is concerned with issues of power and leadership that the brand attractive and due to its consolidated position in the market. Represents an Ancient Guru Archetype.
26. 5. Competitiveness [How does our brand motivate action] Authority & Respect Power & Transformation Competitiveness Individual & Uniqueness 67% Exec and Management: > Nice coincidence with Power and Transformation and Competitiveness. Wow! This is a very powerful combination. It is basically saying that the company is Superman in the competitive arena (no competition?) > This archetypal combination brims with self-confidence. It is almost ruthless. Nice. There is a huge amount of dynamism here. It is a very successful configuration. Everyone knows that they are successful. They see themselves a successful. They are successful. Absolute confidence. Brilliant. Comments: > It is a pity that the agreement factor only comes in at 67%. > Ideally with a powerful archetype like this we should be looking to exploit it with a higher percentage of agreement. As an aggregate, the staff are expressing their level of confidence in the brand and in what they do and the company they belong to. But not everyone is entirely sure of this.
27. 6. Growth and Expansiveness [the capacity of brand growth] Authority & Respect Intuition & Inspiration Communication Innovation & Unconventionality 84% Exec and Management: > Exec nominated this question as one of the top three in terms of importance of defining the brand. > The 84% agreement level is very significant and positive in terms of staff understanding and projecting these qualities. > Everyone is on the same page. > The brand's role in enriching the lives of its customers is identified in terms of the Innovation and Unconventionality archetype: innovativeness, revolutionary transformation, cutting edge technology, etc. > The Authority and Respect is the archetype of form and structure and authority. Lives are enriched through access to the stable platform which has innate strength. Comments: > The challenge is the Innovation and Unconventionality and Authority and Respect interaction does not combine easily. It is heavy going and awkward. > But in the context of this company it could makes sense: "through control we achieve freedom". > What does not make sense is why this restrictive archetypal combination has emerged on this particular question which relates to growth, enrichment, etc.
28. 7. Authority and Respect [what we are respected for] 63% Communication Competitiveness Innovation & Unconventionality Emotional Impact Growth & Expansiveness Exec : > The Emotional Impact is highly significant. This brand wants people to feel safe and secure -- relates to authority, discipline, structure, leadership, stability. > Exec's archetypal interaction is correlated with "fierce protection" of the child by the mother. Competitiveness is one Exec's top choices and implies the brand is authoritative and in control through the dynamism and competitiveness of the company. Management: > Exec and the management are in agreement with the Emotional Impact in this meme. > Shows a strong maternal (paternalistic), nurturing energy. > The other archetypes are to low to have an impact on this brand meme. Comments: >The 63% management agreement is too low for one of the most important questions there really should be a higher level of consensus among the staff. The lower levels are: Growth and Expansiveness, Competitiveness, Individuality and Uniqueness and Innovation and Unconventionality Individual & Uniqueness
29. 8. Innovation and Unconventionality [how our brand generates excitement] 64% Communication Authority & Respect Competitiveness Emotional Impact Exec and Management : > Exec and Management agreement on the Communication and Competitiveness interaction. >This is a combination that connects very powerfully with quick wittedness and a high degree of intelligence. It is also a "get things done" combination. It is an archetype that represents the implementation of strategies and plans. > Positive: relates to skill, practicality, forceful communication, an impressive ability to act and when expressed is a great force for success. > Negative: interpersonal verbal conflict, nervousness to a pathological extreme which results in outbursts - in the corporate contexts these outbursts would relate to systemic failures. Becoming embroiled in controversies, disputes and lawsuits Comments: > With an agreement factor or 64%, there appears to be room for improvement here.
30. 9. Intuition and Inspiration [how our brand inspires] 62% Communication Individual & Uniqueness Authority & Respect Emotional Impact Exec : > One of Exec's top three. The dominant archetypes are again expressed through this meme. >The implication is that somehow people are uplifted and inspired through the diligence, discipline and practicality associated with the brand and therefore with the company. Management: > Are in agreement with Exec Comments: > If Exec is serious about the importance of this question, and about projecting these particular attributes and values, then the managements 62% agreement needs to be higher.
31. 10. Power and Transformation [power of our brand to change people lives] 75% Communication Intuition & Inspiration Authority & Respect Innovation & Unconventionality Exec and Management: > Good result in terms of the agreement between Exec and the staff. There is a strong agreement. > And at 75%, a very good consensus among the staff. Enough said. Comments > This is one of two questions where the Management agree with Exec (other is communication) but it is not a strong meme.
32. “ A company's primary responsibility is to serve its customers. Profit is not the primary goal, but rather an essential condition for the company's continued existence.” Peter Drucker