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Brand Love
Brand Love
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Brand Love

  1. 1. QUESTION: WHAT ISTHE KEYTO LONGTERM BRAND AND COMMERCIAL SUCCESS?
  2. 2. Managingyour brand’s relationship with consumers is similarto dating. Even the language of modern branding takes cues from relationships, ‘attract’, ‘engagement’, ‘loyalty’....
  3. 3. Three stages of love Relationship BRAND According to leading relationship expert Helen Fisher, there are three stages of Love: lust, attraction and attachment. Brands go through the same phases with consumers as partners do in relationships Attachment Loyalty and engagement Attraction Usage driving frequency LUST Promotion, driving trial
  4. 4. short term behavioural responses long term brand preferences emotional brand associations rational product & pricing messages system 2 system 1 Creating emotional connection drives the deepest relationships
  5. 5. Howto drive brand love? The process often involves: 1) Identifying the prospect and strategy that will inspire desire and land you the first date (promotions and purchase), 2) Igniting a spark that inspires more dates (great product leads to repeat business). 3) Consistently deliver wonderful experiences (customer service). 4) Provide unexpected events (product/ service innovation), which will inspire attachment, moving the relationship to the next level of love (advocacy) and commitment (loyalty).
  6. 6. 16%
  7. 7. Source:
  8. 8. 2. BEST EXPERIENCES 1. NEVER LETSYOU DOWN 3. OVER DELIVERING ON PROMISE 4. Surprising 5. Stands by beliefs 6. Different We need to identify the biggest barriers to overcome Criteria for success Key drivers of achieving best loved brand status. Source:
  9. 9. STAKEHOLDERSVISION OUTCOME REPUTATION BUSINESS GOAL: Double the size of the business by 2019 (5 year plan) PERFORMANCE BRAND GOAL: Increasing brand consideration and purchasing intent AWARENESS PREFERENCE TRUST COMMS GOAL: Inspire people to speak well of / recommend the business ADVOCACY BRAND LOVE CUSTOMERS & SUPPLIERS EMPLOYEE’S KOFs INVESTORS GOVERNMENT MEDIA REGULATORS COMMUNITIES A STRONG, GROWING, RESPONSIBLE COMPANYTHAT ENGAGES ME PERSONALLY How do we getthere? Aligning business, brand and communication goals.
  10. 10. FIVE GUIDING PRINCIPLES THAT HELP BUILD BRAND LOVE
  11. 11. 1. FACILITATE PASSION DRIVEN BEHAVIOURS Reflecting strong desires to use the brand, to invest resources into it and to interact frequently with it. Consumers are increasingly on a journey along the “path to purpose” rather than the “path to purchase”. A recent study suggested consumers choose brands that engage them on points of passion and interest 42% more often than they choose competing products which simply urge them to buy the goods being advertised.
  12. 12. 2. BUILD BRANDSThat Symbolise OR FACILITATE SELF BRAND INTEGRATION Brands need to connect to life’s deeper meanings and important values – self alignment features here.
  13. 13. 3. CREATE POSITIVE EMOTIONAL CONNECTIONS WITHTHE BRAND Not just positive feelings, but a sense of attachment, bonding, an old friend. An intuitive feeling of rightness about the brand.
  14. 14. Expertise and advice features here, create and leverage a feeling of anticipated separation distress if the brand were to go away.
  15. 15. 5. maintain a longterm relationship withthe brand moving forward Deliver intrinsic over extrinsic motives or rewards with marketing programs that are frequent and on-going rather than one-shot and trial.
  16. 16. WANT TO TURN YOUR CUSTOMERS INTO FANS? TALK TO ONE OF THE TEAM HERE AT FOREVER BETA TO SEE WHERE WE CAN HELP. CALL Andy Bryant ON: +44 (0) 7776 293911 OR E-MAIL HIM AT ANDYB@FOREVER-BETA.COM

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