Branding is still alive. It's about bonding. Bonding results in positive contact moments. These moments together form the brand experience. The stronger the relationship between the organization and the person will grow over time, the more positive this experience will become.

1. Branding is still
alive
The secret behind successful
branding
October 4, 2011

2. They say branding is dead

3. But what is branding?

4. Branding is not public relations,
advertising or promotion

5. Branding is not the same as getting
the most out of your brand

6. Branding is the challenge to build a
relationship of meaningful value
between your company and the world
around you. A valuable relationship
that will ultimately result in preference
for reasons beyond price

7. IN SHORT
Branding is bonding

8. BONDING:
noun ˈbän-diŋ present participle of bond (verb)
1 To join or be joined securely to something else,
typically by means of an adhesive, heat, or
pressure. The attaching of a material (as porcelain)
to a tooth surface especially for cosmetic purposes
2 To establish or the establishment of a relationship
with someone based on shared feelings, interests, or
experiences. The formation of a close relationship
(as between a mother and child or between a
person and an animal) especially through frequent
or constant association

9. Ram Menon, President- Social Computing at TIBCO
http://video.forbes.com/fvn/cmo/tibco-cmo-bonding-versus-branding

10. Bonding doesn’t occur overnight. To
establish a relationship, you need to
be aware of each other's existence

11. LEVELS OF BONDING
advocacy
community
connection
identity
awareness
Based on ‘Customer bonding’
(Richard Cross and Janet Smith)

12. It all starts with the consumer’s need or
wish for which he searches a solution.
During this search he talks to friends,
and reads online reviews and
conversations. He finds out what your
company has to offer and develops
some impression of it

13. After this stage the consumer might
have the first contact with your
company. Based on the contact
moments he attaches values to your
company. Values that are important to
him

14. If open dialogue occurs - based on
mutual understanding and equality -
interactions will take place. At every
interaction knowledge of each other
increases, and bonding arises

15. Bonding creates the trust that is
needed to build and maintain long-
term relationships with each and
everyone your company interacts with

17. Bonding results in positive contact
moments. These moments together
form the brand experience. The
stronger the relationship between your
company and the person becomes
over time, the more positive this
experience will be

18. © yabber

19. ‘Emotion, empathy, and cooperation
are critical success traits. We’re at a
incredible moment when technology
and human interaction are intersecting
in new ways, and trust, conversation,
and collaboration are crucial’
Keith Ferrazzi (Never Eat Alone)

20. In other words, the key ingredients to
successfully bond with your customers:
 Shared values and beliefs
 Open dialogue
 Mutual understanding
 Sincerity & transparency
 Trust
 Satisfaction

21. ‘At the end of the day, it comes down
to honest, open human interactions
because that's what people like in
brand communications. When they
feel there's a human being on the
other end, it makes them more loyal’
AYTM Market Research

22. But remember:
It’s not about quantity, but about
quality. You don’t build relationships on
as much interactions with your
customers as possible…

23. ‘Shoppers today want to explore and
think about how products can improve
their lives. They do reconnaissance to
gain the insights they need and they’re
driven to bond with others and enrich
relationships as they learn. They are
motivated by a desire to take charge
of their own identities and the well-
being of their families and homes’
Dina Howell, CEO Saatchi & Saatchi

24. But if branding equals bonding;
than what is a brand?

25. A brand is a network of associations in
the minds of each and everyone your
company interacts with. It’s the
outcome of the relationship you have
with them

26. All interactions represent value
because people attribute them to their
experiences, and associate them with
their own values and believes

27. As a result they will trust the company
behind the brand, or not. They will feel
positive about it, or not. Consequently
they want to share, buy or do business
with the company, or not

28. Be aware, you can’t directly influence
your brand. It’s in the minds of your
audience. But you can manage the
brand experience, building a true and
personal relationship with the persons
your company interacts with

29. This is the responsability of everyone
and every department in your
company

30. It’s about customers’ interactions with
all the representatives of your
company, day in day out

31. Engaging customers is the challenge.
After all, they're not buying what you're
selling; they're buying a solution to
their problem or a fulfillment of their
need

32. Unfortunately, consumers state that
only 20% of the brands of the
organizations they interact with have a
notable positive impact on their sense
of wellbeing and quality of life. They
feel that 70% could disappear entirely
without them noticing
Havas Media

33. So, it’s not about stimulating
consumption and possession, but about
doing meaningful business. Starting with
the (co-)production of products and
services for your customers’ needs, and
a valuable contribution to each and
everyone your company interacts with

34. Research shows:
Consumer expectations of companies’
responsible behavior continues to rise.
Nearly 85% of consumers worldwide
expect companies to be engaged on
global issues and become actively
involved in solving these issues
Havas Media

35. Umair Haque, Director at Havas Media Labs
http://www.youtube.com/watch?v=C_vK1r9s3tg

36. Building a bond with your customers
means respecting them. Your
customers are in control. Always
remember that. So invite them to
discuss, co-create, share experiences,
ideas and stories, and build
meaningful relationships with them

37. ALSO REMEMBER:
Bonding shouldn’t become bondage.
Don’t tie up your customers, or make it
hard for them to disconnect

38. Enrich the lives of your customers,
other consumers, and other individuals
in the world. Stay true to your
relationships and always remember
why you are in business

39. That is what branding is all about.
BRANDING = BONDING

40. Also look at:
No customer, no glory ->
http://www.slideshare.net/Yabber-Netherlands/no-customer-no-glory
Inge Keizer
Email: inge.keizer@yabber.nl
Twitter: @ingejk
October 4, 2011