The document discusses how companies can create a preference for their brand in specification-driven industries. It describes attending aviation conventions where companies showcase their products and services to attendees. The goal of these events is to create brand familiarity, which breeds customer trust and leads to brand preference. Successful companies understand that taking a strategic approach to promoting their brand through events and other means provides strength, stability, and growth for the business. A strong, familiar brand becomes an asset that occupies space in customers' minds.
Have you ever stopped to consider why some brands have cult following while others competing in the same segment have none? Why are Starbucks and Krispy Kreme brands gaining such strong consumer preference while others competing in the same category foster very little consumer loyalty? Do you ever wonder why such brands such as Tide and Tetley dominate their respective categories, year over year, irrespective of the competitive environment? It is important now more than ever to develop an integrated brand strategy, i.e., a clear brand identity that is consistent across all consumer touch-points.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The Strategy accelerator - Business models with sustainable competitive advan...Alfred Griffioen
Innovate your business model to gain higher ROI. Determine your sustainable competitive advantage (market relevancy or a unique product) and choose your strategy: ally, combine, excel or consolidate. This presentation in English is based on the Dutch book 'De strategieversnelling'. See www.strategy-accelerator.com
Have you ever stopped to consider why some brands have cult following while others competing in the same segment have none? Why are Starbucks and Krispy Kreme brands gaining such strong consumer preference while others competing in the same category foster very little consumer loyalty? Do you ever wonder why such brands such as Tide and Tetley dominate their respective categories, year over year, irrespective of the competitive environment? It is important now more than ever to develop an integrated brand strategy, i.e., a clear brand identity that is consistent across all consumer touch-points.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The Strategy accelerator - Business models with sustainable competitive advan...Alfred Griffioen
Innovate your business model to gain higher ROI. Determine your sustainable competitive advantage (market relevancy or a unique product) and choose your strategy: ally, combine, excel or consolidate. This presentation in English is based on the Dutch book 'De strategieversnelling'. See www.strategy-accelerator.com
How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company.
The webinar presentation was first broadcast 13 December 2011.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
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Understand Why Personal Stories Connect Better
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
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Applications of 3D and AR in Digital Commerce,
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How to Use AI to Write a High-Quality Article that Ranksminatamang0021
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
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The Forgotten Secret Weapon of Digital Marketing: Email
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How to create a preference for your brand in a specification driven industry.
1.
How to create a
preference for your brand
in a specification driven industry.
2.
P
icture in your mind the last aviation
convention you attended. Exhibit halls packed with
all sizes and configuration of displays emblazoned
with logos, large HD screens displaying the latest
.
product offerings and company representatives
reaching out to attendees that stroll through the
color-coded corridors carpeted like a runway
3.
W
hy do companies of all sizes
invest in these events?
To create a preference for their brand!
Some are successful, others not so much.
4.
T
he successful ones invest because they know
that taking a strategic approach to creating a
preference for their brand provides for strength,
stability, and growth for their company.
5.
A
strong brand is a company asset.
When customers are familiar with your brand,
the brand occupies a place in their mind.
Familiarity breeds trust.
Trust leads to brand preference.
6.
B
rand preference provides for:
Higher price points
Larger orders
New customers
The ability to weather the ups
and downs of business cycles
7.
G
ulfstream
Market leader in large cabin and
mid-size business jets.
Primary growth engine for both earnings
and revenue at General Dynamics
Revenues up 14% from fourth quarter 2012
Revenues up 17% from last year to $8 billion
8.
I
s Gulfstream just lucky?
No. Gulfstream understood the market need
for new long-range, fuel efficient business jets
after 5 years of a down market cycle.
9.
B
rand preference comes from
creating an emotional connection
with your customer.
Why is the emotional connection important?
Emotional connection complements
product feature and function.
Emotional connection adds
value to the brand.
10.
F
eature/Function benefits
are engineering driven.
Competitive advantage based on technology,
engineering or design is fleeting.
New technologies disrupt
traditional business models.
Preferred brands offer more than
feature, function & price.
11.
P
referred brands offer
memorable experiences.
It may be aspirational – “ramp presence”
It may be catering to a personal need –
“wireless inflight digital entertainment”
It makes the emotional
connect – “sports car
in the sky”
12.
P
uchasing decisions can be influenced
by the emotional connection
to the brand.
In the aviation industry, most branded products,
systems, or components have to meet a
specification or certification.
13.
S
ome manufacturers feel that if the
product meets specifications, there is
no need for additional marketing.
If that was the case, then many aviation
products would be viewed as a commodity
and the purchasing decision would be
based solely on price.
14.
H
owever,
leading
avia/on
brands
understand
the
value
of
the
user
experience
and
how
a
posi/ve
experience
influences
the
emo/onal
connec/on
with
the
brand.
15.
P
referred brands understand
what their customers consider
valuable.
Preferred brands take a holistic approach to
the customer experience.
They do not view it as an
individual pathway that
passes from department
to department.
16.
I
nstead, preferred brands know that
the customer journey is a winding path
in which all departments share in the
responsibility for a positive customer
experience.
17.
To learn more about brand
preference
and
to
achieve it,
how
please contact:
Bailey Burk
T>> +1 214.953.0494
E>> bailey.burk@wambam.com
Photo credit: SWA image http://www.flickr.com/photos/visualistimages/6137177888
Photo credit: NBAA2010_static display_www.ainonline.com