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Authentic customer experiences are the new branding

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Authentic customer experiences are the new branding

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Clients have evolved, and brands need to follow their motives for interaction or they risk loss of revenue and loyalty. This requires brands to truly understand their target audience and empathise with their (unspoken) needs.

In this keynote, senior brand strategist Stef Verbeeck zooms in on the myths we all believe about our clients, and how to deal with the challenges facing marketeers today. His philosophy: by focussing on authentic experiences, brands can win crowds and grow successful easier than ever.

Clients have evolved, and brands need to follow their motives for interaction or they risk loss of revenue and loyalty. This requires brands to truly understand their target audience and empathise with their (unspoken) needs.

In this keynote, senior brand strategist Stef Verbeeck zooms in on the myths we all believe about our clients, and how to deal with the challenges facing marketeers today. His philosophy: by focussing on authentic experiences, brands can win crowds and grow successful easier than ever.

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Authentic customer experiences are the new branding

  1. 1. Authentic customer experiences are the new branding
  2. 2. Hi there! brand strategist author speaker @stefverbeeck
  3. 3. State of branding today 1
  4. 4. times have changed
  5. 5. 40.000 brand messages a day
  6. 6. 84% of millennials don’t trust advertising
  7. 7. adblock usage grew 31% in 2016
  8. 8. 42% of consumers don’t trust brand stories
  9. 9. 5 years 4 months 3 years 5 months
  10. 10. evolution in branding and marketing
  11. 11. USP unique selling proposition
  12. 12. ESP emotional selling proposition
  13. 13. XSP experiential selling proposition
  14. 14. “Creating experiences is the new branding.” Brian Solis
  15. 15. Brian is right, you know
  16. 16. is more willing to buy from brands with an emotional experience 52%
  17. 17. is likely to spend more on brands with excellent customer experiences 86%
  18. 18. has renounced buying intentions because of poor customer experience 89%
  19. 19. expect brands to invest more in their brand experience 87%
  20. 20. and yet…
  21. 21. almost no brands are truly focused on customer experience
  22. 22. Boards prefer quick wins in efficiency, campaigns and internal processes
  23. 23. “For 30 years, we forgot we had clients at all.” Bernd Bosch, CEO belux
  24. 24. this mediocricy leads to loss of clients
  25. 25. Myths about your clients 2
  26. 26. clients are rational beings brand myth
  27. 27. spoiler alert: they’re not
  28. 28. clients are idiots
  29. 29. • 5GB hard drive • 2inch 160 x 128 pixels screen • Firewire connector • 10 hours of battery capacity • 170 grams heavy • Supports MP3, WAV, AIFF • Price of $399
  30. 30. “It’s a thousand songs in your pocket”
  31. 31. “blah blah blah blah” every brand ever
  32. 32. “what’s in it for me?” every clientever
  33. 33. smart brands speak in emotions
  34. 34. people don’t buy products and services
  35. 35. they buy emotions from brands they like
  36. 36. rational loss of money < emotional win from purchase = SOLD
  37. 37. auto pilot pilot reflectionperception intuitionINPUT DECISION EMOTION RATIO
  38. 38. this is the same for B2B brands
  39. 39. we know what clients want brand myth
  40. 40. spoiler alert: you don’t
  41. 41. “If I had asked people what they wanted, they would have said faster horses.” Henry Ford
  42. 42. “we want it!” (but we won’t buy it)
  43. 43. how aware are you of their customer journey?
  44. 44. take away their frustrations
  45. 45. Efteling created an exit experience for visitors
  46. 46. listen and co-create
  47. 47. IKEA embraced the concept of IKEA hacking
  48. 48. be part of their world
  49. 49. Coolblue knows how to create fans during delivery
  50. 50. great CX is in the small things
  51. 51. “True brand experience is in the details of every interaction.” Denise Lee Yohn
  52. 52. technology will set us free brand myth
  53. 53. spoiler alert: it won’t
  54. 54. buzz word competition
  55. 55. trends will come and go
  56. 56. authenticity eats technology for breakfast
  57. 57. Hema supported Gay Pride with a limited product line
  58. 58. human interaction always wins
  59. 59. Telenet visited 30.000 families and businesses
  60. 60. innovation should benefit the client
  61. 61. Amazon Go allows for shopping without cash or cues
  62. 62. technology should disrupt for the better
  63. 63. Combell offers free 24/7 support for even small clients
  64. 64. become your own client
  65. 65. Becoming an authentic brand 3
  66. 66. aim for true customer centricity
  67. 67. forget B2B/B2C, the future is H2H
  68. 68. offer an emotional motivation
  69. 69. technology/media are just tools
  70. 70. everyone is responsible
  71. 71. offer an experience to remember
  72. 72. “People will forget what you said and what you did. But they will never forget how you made them feel.” Maya Angelou
  73. 73. talk to us about your brand check our work at pavlovbranding.be set up a meeting at hello@pvlv.be

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