The document discusses how brands can create memorable experiences for customers. It argues that brands and their delivery are the two main components of business success. A brand is defined as what customers think, feel, and expect about a company, which is earned at every customer touchpoint. The presentation provides six tips for using brands to inspire better customer experiences: start with a clear strategy, understand what customers want, brand from the inside-out, script the customer experience sequence, build relationships, and give customers something to talk about. The goal is to leverage a company's brand investment to create experiences that customers will remember.

1. Brand-Inspired Experiences
Are you creating delightful guest experiences
or giving customers a reason to leave early?
Nancy Walker
President
Twitter: @walkerbrands #hdexpo09

2. A Memorable Brand Experience

3. “There are only
two main components
for business success:
brands and their delivery.”
– Marty Neumeier, The Designful Company

5. What’s YOUR brand?

6. Basics Of The Brand

7. A brand is not:

8. A brand is:
What customers Think + Feel + Expect about you...

9. Training
Music
AUDIT
DS TRA
R INI
DA NG
AN
ST
SS DEVELOPM
ND INE EN
US Naming
A
T
BR
B CONCEP
R AND TS
B
ESSEN
AN D CE
S
BR
ATE
TEMPL
TECHN
GING
Interior
O
LOG
SSA
Design
Y
ME
Products
EX
PE
RI
S
EN D
C ES UN
SO
Social VIDE
O IMAGER
Y
Media
Signage
Which is EARNED at every experience touch point.

10. AUDIT
DS TRA
AR INI
ND NG
TA
S
SS DEVELOPM
ND INE
US ND CON EN ENT
ES S
A
CEP CE
BR
B
R A ND
BR A TS
B
ESSEN
AN D CE
S
DISTINCTION BR
ATE
TEMPL
Valued by
CUSTOMERS
TECHN
Supported by
GING
LOGO
SSA
TRENDS
Y
ME
EX
PE
RI
S
EN D
C ES UN
SO
VIDE Y
O IMAGER

11. AUDIT
DS TRA
AR INI
ND NG
TA
S
SS DEVELOPM
ND INE
US ND CON EN ENT
ES S
A
CEP CE
BR
B
R A ND
BR A TS
B
ESSEN
AN D CE
S
BR
ATE
TEMPL
TECHN
GING
LOGO
SSA
Thinks
Y
ME
Different
EX
PE
RI
S
EN D
C ES UN
SO
VIDE Y
O IMAGER

12. So, Why Does Brand Matter?

13. “Wake me up when
the recession is over!”

14. THE SOLUTION: NOT About Lowest Price

15. GOOD NEWS: Customers Want Experience
Escape
Happiness
Feel Like
Somebody
Togetherness

16. 6 Tips
For Better Place Brands

17. Tip 1
Start With STRATEGY
Design Place (Stage) & Experience (Performance)

18. Strategy Should Define Your STORY

19. Tip 2
Know What CUSTOMERS Want

20. e | merse Hotel Concept
 Pre-Visit Guest Profile
Match guests with local
amenities
 Social media technology
network with other guests,
community/businesses
Radical Innovation In
Hospitality Awards
Hospitality Design Magazine

21. Tip 3
Brand From The INSIDE OUT
Gary Kelly
Chairman & CEO

22. Tip 4
Script The EXPERIENCE SEQUENCE

23. Tip 5
Build RELATIONSHIPS

24. Tip 6
Give them something to TALK ABOUT!
42% consult
traveler reviews

25. A Recap

26. 1. Start With STRATEGY
2. Know What CUSTOMERS Want
3. Brand From The INSIDE OUT
4. Script The EXPERIENCE SEQUENCE
5. Build RELATIONSHIPS
6. Give Them Something To TALK ABOUT

27. Leverage Your INVESTMENT

28. Thank You!
walkerbrands.com
nwalker@walkerbrands.com
Twitter: @walkerbrands (#hdexpo09)
Facebook: Walker Brands
Download Today’s Slides on walkerbrands.com