It Is All About The Customer!
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"The Mad Men era was defined by the quest for awareness through big budget advertising. The days of Strategic Brand Management address relevance and differentation, through increased emotionalization. Today, neither are sufficient and building brands in the digital age require creating experiences that connect, that engage and that create value and utility for the customer. Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
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It Is All About The Customer!
- 1. /Founder & CEO of Vivaldi/ Erich Joachimsthaler, Ph.D IT IS ALL ABOUT THE CUSTOMER April 2015
- 2. INNOVATION & GROWTH 1960 - 1970 1990 - 2000 2010 - Today
- 3. ALWAYS ON CONSUMER (AOC) SMART NATIVES GENERATION D ICONSUMER GEN C PERPETUALLY CONNECTED CONSUMER NEW ULTRA-CONNECTED CONSUMER ALWAYS-ADDRESSABLE CONSUMER MOBILE CONSUMER CONNECTED CONSUMER THE EMPOWERED CONSUMER
- 5. Mad Men Branding Strategic Brand Management Building Brands in the Digital Age
- 7. Awareness Image Advertising Relevance Differentiation Emotionalization Connection Engagement Experience Value Exchange / Utility Mad Men Branding Strategic Brand Management Building Brands in the Digital Age
- 8. Products in search of consumers: • Needs • Wants • Frustrations Products in search of consumers: • Needs • Wants • Frustrations • Purpose • Emotional benefits • Higher-order values Products in search of consumers: • Or services, or anything that solves my challenges, problems, issues, here and now or later • Build relationships Mad Men Branding Strategic Brand Management Building Brands in the Digital Age
- 9. CUSTOMERS AS OBJECTS Needs Higher–order versus lower-order Wants Emotionalizing Frustrations Frictions to minimize, eliminate, or avoid Habits
- 10. CUSTOMERS AS BUSINESSES Objectives Improve people’s lives (health, wealth, happiness) deliver results Decisions Information, tools, advice Process Time, money, energy, cost, benefit Product/Service Usefulness, value, utility Context Daily life, whole life, work SOURCE: SEAN MITCHELL, 2007
- 11. Solve Something Enable People Deliver Value Help Manage their Lives Fit Into their Lives Give People Time Back 11 IMPROVING PEOPLE’S LIVES
- 12. NEW CAPABILITIES TO BUILD BRANDS & DRIVE GROWTH CORPORATE STRATEGY CORE COMPETENCIES MARKETING 4PS VALUE CHAIN STRATEGIC INTENT IN SEARCH OF EXCELLENCE R&D PORTFOLIO INNOVATION BRAND PURCHASE FUNNEL BUSINESS MODEL DESIGN 360 DEGREE CAMPAIGN DISRUPTION PROCESSES, STRUCTURE BRAND EXPERIENCE ECOSYSTEM DIGITAL DARWINISM CUSTOMER DECISION JOURNEY TRANSFORMATION CONNECTED DEVICES CONTEXT 360 DEGREE CONVERSTAIONS SOCIAL CURRENCY ME EXPERIENCE BIG DATA, MOBILE
- 14. “I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.” Angela Ahrendts /CEO - Burberry/ 14
- 20. Thank you! @ejoachimsthaler ej@vivaldigroup.com Erich Joachimsthaler, Ph.D. / Founder & CEO of Vivaldi /
Editor's Notes
- That’s an advertising from Burberry to build a brand of love A typical image building effort LOOOOVE Fully dressed, on the beach in black leather
- To implement this strategy and get to these customers, Burberry realized it would have to speak their language…
- Today: Burberry brand of value - Burberry has built the biggest presence on social networks. Bigger than... 15 million FB fans, 1.5 million Twitter followers - video taped cat walk lets ..... It lets fans talk about the collections, opine, provide feedback, connect with other fans. You even can be a little Anna Wintour of Vogue and express your sense of style, critique the collection of thousands of followers. Thats what we call creating brands of value through social currency.