A presentation/workshop in brand management and customer knowledge, change management principles

1. Branding Customer Knowledge

3. You can do more than you think!

4. Branding

7. Building the brand is 90% done below the surface! Building the brand identity. External processes Building the brand identity. Internal processes The companies communication Web Customer service Contact centre Sales personal Uniforms Trademarks Company culture Strategies, philosophy, visions, beliefs, feelings, thoughts. Building customer knowledge Processes Support systems Work environment Feedbacksystem = How we act/deliver and learn

10. Company branding Personal branding Now you are going to try to build a brand….

11. How can I make it easy for the surrounding world to interpret who you are, or want to be? Internal processes Values and feelings that are associated to you/your name A long-term, consistent approach/attitude External processes How you communicate yourself, what differentiates you from others? How do people perceive you when they meet you? Personal branding

14. How does the surrounding perceive you when they meet you? You How do they perceive you in the present? Memories Experiences Knowledge Expectations Wishes Beliefs Past Present Future

17. Summery branding – connecting the dots 1. Start by building a unique culture, deliver a different experience and holistic concept 2. That will create a genuine enthusiasm and pride within the staff who will strive to over deliver… 3. Then you will exceed customer experience – which will result in satisfied customers that comes again and again and again... 4. You will now have a profitable and sustainable business Customers loves you Employees loves to work for you

20. Building Customer Knowledge Loyal customer = Growth! Customer analysis of existing customer base Its about describing your customer for example from attitudes, values, age, life stage, how valuable they are for your company etc. Segment your customers Divide your customers in different segments to make it easier to work with. Customer strategy Describe how to optimize the profit, increase the revenue per customer, increase the customer satisfaction. How to organize the company for best result. Customer adapted marketing communication and service offering. 1.0 ”Analysis” 2.0 ”Strategy” 3.0 ”Profitability”

24. Corporate meeting – communications triggers Corporate Meeting Sweden is known by the international incentive market to have high availability, different and creative activities and delivers a high standard. This kind of visitors have higher demands and crave more than usual within safety and availability. Their major demands are to have creative arrangements and activities. Communication trigger:

25. DINKs – Communication triggers DINKs – double income, no kids This group are experienced traveler and traveling for them are a lifestyle. Lack of time is something that connects the DINKs. They work a lot which leads to that they value free time very high and therefore they have an increased demand of how they would like to spend their free time. The DINKs are usually ranked as the leader of the future. They are strong individualists and influencers. They find that identity and strong personal image is important. They are drawn to destinations that have a high value of “storytelling” in which they can use for their own personal positioning (personal branding). They prefer holidays with adventure, city breaks, ice hotels etc. Communication triggers: Focus on lifestyle and belonging with their friends and less on rational information. Underline the idea of being successful. Its important that the offering is up to date. Make them feel important and unique. Communicate to them more like a company as listen to them and understand their life situation.

26. Active family – Communication triggers Active Family A very homogenous group with similar economical conditions, background and the strong will of wanting to spend their vacations together with their kids. Active family are very interested in nature, cultural and sports activities. They value different activities in which the whole family can participate in. Communication triggers: Communicate the meaningful benefits of the service. It should be fun and entertaining and yet at the same time useful and comfortable. Don't try to control them, inspire them with relevant and clear information. Be open and don’t try to hide any information. Don’t promise anything that you cant live up to. Service is very important.

27. WHOPs – Communication triggers WHOPs – wealthy healthy older people WHOPs consists of healthy and vital people over 60 years of age. It's older couple who's kids have moved from home. It is a group of people that have both the time and money to travel and explore. They indulge themselves with that little extra and gladly spend their money on health, luxury, travel, pleasure and experiences. This group also have a great nature- and cultural interest. Communication trigger: Communicate the brand for them, a well known brand is important – safe and a good buy. Its important that the information feels fresh, they don’t want to be treated as tired old people. Talk about how the product/service can be useful for them and make them feel better and how it makes life easier and more pleasurable. Its important that the service/product is easy to use and have high availability.

33. 10 framgångsfaktorer 1. Create participation in change 2. Always focus on the vision, values and the brand statement 4. Everything you do shall breath customer and profit 6. Create awareness about driving forces/barriers. Strengthen/eliminate 7. Acheive ”quick-wins” to show the change is working 8. Give the employees concrete evidence that we are on the right path. 9. Make sure you have necessary resources to facilitate the change. 10. Create a feed-back model, follow up in dialogue 3. Appoint engaged sponsors within the company that will lead the change 5. Motivate, inspire, engage 10 Success factors for change