Reaching the top of the pyramid - Brand Resonance is being the only one. The only pub in the village or the only motorcycle you ever want to own. This explores the four pillars loyalty, attachment, community and engagement in building your marketing model.

2. The goals of the
Bootcamp
• At the end of the six months
to have gone through the
principles of the model
• To apply many of these to real
world situations and to our
own businesses
• Create a competitive
advantage for your business

3. Brand Equity
“The value that is
generated directly from
the buying process as
stimulated by the visible
or invisible connections
a client has through
their awareness of and
trust for the brand.”
The potential for your
brand to impact your
business

4. Refresh

5. Brand
Resonance
–
Appealing
to the
head and
heart

6. Resonance Achieved

7. What is
‘Resonance’?

8. Use ‘Brand Resonance’ as your goal
You need all four elements to achieve it

9. Steps we take today can only help to
positively shape your brand

10. Customer Loyalty

11. Customise
and Refine
your service
or product
• Gain Feedback - ask
• What do your
customers want?
• How are you taking
care of them?
• What are your
customer
touchpoints?
• Do they ‘wow’

12. Gauging Loyalty
How Often do your customers
purchase?
How much do your customers
spend per visit?
What is the ‘lifetime’ value of
your customers?
How many transactions do your
customer undertake?
What are the trends within your
business?

13. Too small for a
loyalty
scheme?
The UK's #1 Customer Loyalty Platform for
Small
Brick & Mortar Business Owners
Not an endorsement!

14. Loyalty alone
is not enough
to drive
‘Resonance’
Building ‘Attitudinal Attachment’ – get
your clients to fall in love with you

15. How satisfied are you with the
service?
4-stars and you are
six times more likely
to defect to a
competitor than
those who ranked it
5-stars

16. Community
matters
• People buy on
recommendation
• People buy because
of shared experiences
• People buy because
others buy

17. Customer
communities that can
thrive

18. Four steps
to building
one
1. Communicate your
mission with passion
2. Put the power in the
hands of the
community
3. Solve a real problem –
make a difference
make a dent
4. Incentivise growth in
the community

19. Active engagement
means retention
Invest time
Invest
energy
Invest
money
Invest
resources
Invest
emotionally Your clients
do it to
affirm their
loyalty

20. One way not
as hard s you
might think -
Membership

21. Membership
Schemes
• Create access to you
• Extend your offer
• Upsell your value
• Be proactive in
pricing
• The Member now has
control

22. The Harley
Davidson
Brand Story
The Mission

23. Harley Community

24. Making a difference

25. Growth in community through its
Dealership & Membership
Authorized Harley-Davidson dealers are the
primary places for distribution of the
company’s products. Majority of the firm’s
revenues are generated through these dealers
via its members.

26. To Come:
6. Tuesday, 13 June 2017: Bringing it all together –
Examples of great and not so great ‘Brand Equity’
A series of mini-workshops created and designed by
James Cracknell
SFEDI Accredited Business Advice
cracknell123@btinternet.com