From Kotler to Byron Sharp, many have tried to deliver their message of how to grow strong brands. In this piece, we explore several of the most popular approaches to brand growth (or 'brand religions') to understand what they mean, and also how they can be applied today and into the future.
A Manifesto on The New Rules of Brand Strategy: Some Inconvenient TruthsSystem1 Group
1. The document presents 16 rules of brand strategy based on inconvenient truths about how people actually relate to brands in today's world.
2. Some of the key points made are that people are cognitively lazy and don't really care about most brands; brands need only be good enough rather than better; and penetration of infrequent or non-buyers is more important than loyalty of heavy buyers.
3. The document also argues that advertising success has little to do with changing attitudes and that reach is more important for marketing channels than frequency.
Get Book Smart - Building Distinctive Brand Assetsemmersons1
The latest book from the Ehrenberg-Bass institute is a fascinating foundation on distinctive brand assets - if you want to understand the science behind why distinctive assets matter, how to build them and crucially how to manage them, read on.
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
How Brands Grow : A summary of Byron Sharp's book on what marketers don't knowAmie Weller
Byron Sharp is a marketing professor who challenges traditional marketing theories in his book "How Brands Grow". Through rigorous scientific analysis, he developed three new marketing laws and simplified brand growth down to seven rules. The most important thing for growing a brand is availability - making the brand mentally and physically available to consumers when they are shopping. Brands should focus on developing distinctive assets that make the brand memorable, rather than differentiating themselves or focusing on loyalty programs. An "always on" marketing strategy of continuously reaching all potential customers is more effective for growth than short-term bursts of advertising or price promotions.
Market research is long been a costly proposition. Not as much anymore thanks to social media. Jason Falls's deck on mining conversational data for consumer insights.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
This document discusses brands and how they are defined by market perception rather than logos, content, or products. It explains that organizations have personalities defined by archetypes that fulfill human needs like freedom, ego, order, and social connection. The document defines 12 archetypes including Innocent, Sage, Explorer, Rebel, and Caregiver. It also discusses how to define a brand archetype, what brand strategy is, how to measure brand perception, and provides examples of tools to do so. The key information is that brands are defined by market perception and fulfill human needs through archetypes like Innocent, Explorer, and Caregiver.
A Manifesto on The New Rules of Brand Strategy: Some Inconvenient TruthsSystem1 Group
1. The document presents 16 rules of brand strategy based on inconvenient truths about how people actually relate to brands in today's world.
2. Some of the key points made are that people are cognitively lazy and don't really care about most brands; brands need only be good enough rather than better; and penetration of infrequent or non-buyers is more important than loyalty of heavy buyers.
3. The document also argues that advertising success has little to do with changing attitudes and that reach is more important for marketing channels than frequency.
Get Book Smart - Building Distinctive Brand Assetsemmersons1
The latest book from the Ehrenberg-Bass institute is a fascinating foundation on distinctive brand assets - if you want to understand the science behind why distinctive assets matter, how to build them and crucially how to manage them, read on.
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
How Brands Grow : A summary of Byron Sharp's book on what marketers don't knowAmie Weller
Byron Sharp is a marketing professor who challenges traditional marketing theories in his book "How Brands Grow". Through rigorous scientific analysis, he developed three new marketing laws and simplified brand growth down to seven rules. The most important thing for growing a brand is availability - making the brand mentally and physically available to consumers when they are shopping. Brands should focus on developing distinctive assets that make the brand memorable, rather than differentiating themselves or focusing on loyalty programs. An "always on" marketing strategy of continuously reaching all potential customers is more effective for growth than short-term bursts of advertising or price promotions.
Market research is long been a costly proposition. Not as much anymore thanks to social media. Jason Falls's deck on mining conversational data for consumer insights.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
This document discusses brands and how they are defined by market perception rather than logos, content, or products. It explains that organizations have personalities defined by archetypes that fulfill human needs like freedom, ego, order, and social connection. The document defines 12 archetypes including Innocent, Sage, Explorer, Rebel, and Caregiver. It also discusses how to define a brand archetype, what brand strategy is, how to measure brand perception, and provides examples of tools to do so. The key information is that brands are defined by market perception and fulfill human needs through archetypes like Innocent, Explorer, and Caregiver.
Use consumer language to describe brand benefits, test distinctly different positioning ideas rather than subtle variations, include a control statement for perspective on performance, get diagnostic feedback on what is and isn't working to strengthen positioning, and agree on success criteria with your team before testing positioning statements.
This document discusses emotional branding and how companies can differentiate themselves in complex markets by appealing to customers' emotions rather than just product features. It defines branding as giving a unique identity to create emotional associations with prospective customers. Companies can attach emotions like love, security or gender appeal to their brands through brand ambassadors, packaging, advertising slogans and more. This emotional branding allows companies to stand out when products are otherwise similar and stay competitive in the market. Successful examples mentioned include brands that appeal to sentiment like family or pets, as well as slogans used by brands in India to connect with customers emotionally.
The document outlines the agenda for a branding workshop for advertisers. It discusses (1) understanding the difference between products and brands, (2) different types of brands, and (3) what separates the best brands from the rest. The workshop covers how to translate consumer insights into brand ideas and the importance of 24 hour planning to connect well with consumers. It emphasizes that great brands tell compelling stories that connect with consumers on a deep emotional level by demonstrating an understanding of their lives.
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
Label and packaging design is more important than most people think. An impressive packaging design makes your product stand out from other competing brands, attracts prospects and shares details about your product. Above all, it is the first, 'real' touch point with the consumer, and the deciding factor to whether the prospect chooses your brand or not.
We all know that packaging label design is a means of communicating the brand's value proposition, what it is, why it is different and better than others. Labels and packaging graphic design needs to align with brand messaging and marketing strategy; it needs to make sense for the product's use; it must be tailored for the market category and target group.
Brand Love index - Brand Pioneers April 9 2013Panelteam
Brand Love Index
Peter-Paul Laumans - Managing Director Panelteam
Panelteam is a specialist in gathering European market information. Peter-Paul shared European consumer data gathered via Consumer Life Cycle research. Consumer Life Cycle research is a new methodology which measures the European performance of brands in the five main stages of the orientation and purchasing process of consumers. He showed what really matters when consumers buy and focussed on the Brand Love Index. The Brand Love index shows the level of emotional involvement consumers have with a brand and ranks them with their main competing brands.
Presentation was part of Brand Pioneers 2013
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
The document discusses the importance of branding for business longevity and success. It notes that consumers are bombarded with hundreds of marketing messages daily and their tastes are changing. Effective branding can differentiate a brand and develop a unique personality that cannot be copied. The document also discusses developing a strong value proposition for a brand that combines functional, emotional and self-expressive benefits. It emphasizes the need for brands to stay relevant by understanding consumers and adopting a consumer-driven approach.
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn HiểnGiang Nguyễn
This document discusses brand positioning and communication. It begins by defining consumer insight, market research, and brand positioning. It then provides examples of how to develop a brand key and formulate an effective brand positioning statement. The document also discusses various methods for generating brand communication ideas, such as leveraging common interests or insights. It emphasizes that integrated brand communication should be focused on a single idea, utilize multiple touchpoints, and exploit ideas across appropriate channels to meet objectives.
This document provides an introduction to Lean methodology and customer engagement. It emphasizes the importance of continuously talking to and learning from customers to validate ideas and refine products. It outlines steps to identify customer problems, conduct customer interviews without pushing solutions, ask the right questions, and get feedback to iterate quickly. The overall message is that startups should focus on their customers, get out of the building to talk with them, and use short cycles of learning to build the right solution.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
brand conciousness and brand loyalty
2) content
-What is Brand?
-What is Brand consciousness/ awareness?
-What is Brand loyalty?
-A case study of Apple
3) what is brand?
A brand is a name, term, design or other feature that distinguishes one seller's product from those of others.
A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company.
The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand.
A logo often represents a specific brand.
A widely known brand is said to have "brand recognition".
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
The document discusses developing a brand positioning by determining the brand's mission, what makes it unique, its emotional benefits to customers, potential brand stories to tell, how it beats competition, what target customers want, and crafting a 3-5 word positioning statement to capture the brand's essence. It aims to help brands clarify their image and messaging.
The document outlines 12 principles of brand strategy:
1) Define your authentic brand purpose, vision, and values.
2) Ensure your brand strategy supports your business model.
3) Maintain consistency in your brand message.
4) Engage all employees in representing your brand internally and externally.
5) Connect with customers on an emotional level through desirable experiences.
6) Empower brand advocates to help drive your message.
7) Stay relevant by tweaking your message and image over time.
8) Align marketing tactics with your overall brand strategy and objectives.
9) Measure your strategy's effectiveness through various metrics like sales.
10) Cultivate an engaged community of customers loyal to
Hunter Cattle is a family farm focused on sustainable and humane agricultural practices. They produce grass-fed beef, free range chicken, and pastured pork. The farm's branding process involves defining their brand DNA, personality, and brandscape. Their brand DNA establishes their core values of caring for animal welfare, the environment, and their community. Their mission is to advocate for healthy living through authentic animal husbandry. Their brand personality assessment will analyze traits like reliable, genuine, and down-to-earth to guide how they present themselves.
This document discusses different "religions" or strategies for building brands, with each religion outlined as a series of beliefs. The religions covered include Penetration, Conversations, and Relationships.
The Penetration religion focuses on widespread exposure and frequent repetition to drive growth. Its beliefs include penetration being the sole path to growth, retention being an illusion, and treating all customers equally.
The Conversations religion centers around generating discussions to spread awareness. Its beliefs involve conversations driving growth, finding brand advocates, making all activations conversation starters, and creating conversations with purpose.
The Relationships religion emphasizes emotional connections to build loyalty. Its beliefs comprise putting emotions at the core, developing relationships with customers, crafting
Use consumer language to describe brand benefits, test distinctly different positioning ideas rather than subtle variations, include a control statement for perspective on performance, get diagnostic feedback on what is and isn't working to strengthen positioning, and agree on success criteria with your team before testing positioning statements.
This document discusses emotional branding and how companies can differentiate themselves in complex markets by appealing to customers' emotions rather than just product features. It defines branding as giving a unique identity to create emotional associations with prospective customers. Companies can attach emotions like love, security or gender appeal to their brands through brand ambassadors, packaging, advertising slogans and more. This emotional branding allows companies to stand out when products are otherwise similar and stay competitive in the market. Successful examples mentioned include brands that appeal to sentiment like family or pets, as well as slogans used by brands in India to connect with customers emotionally.
The document outlines the agenda for a branding workshop for advertisers. It discusses (1) understanding the difference between products and brands, (2) different types of brands, and (3) what separates the best brands from the rest. The workshop covers how to translate consumer insights into brand ideas and the importance of 24 hour planning to connect well with consumers. It emphasizes that great brands tell compelling stories that connect with consumers on a deep emotional level by demonstrating an understanding of their lives.
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
Label and packaging design is more important than most people think. An impressive packaging design makes your product stand out from other competing brands, attracts prospects and shares details about your product. Above all, it is the first, 'real' touch point with the consumer, and the deciding factor to whether the prospect chooses your brand or not.
We all know that packaging label design is a means of communicating the brand's value proposition, what it is, why it is different and better than others. Labels and packaging graphic design needs to align with brand messaging and marketing strategy; it needs to make sense for the product's use; it must be tailored for the market category and target group.
Brand Love index - Brand Pioneers April 9 2013Panelteam
Brand Love Index
Peter-Paul Laumans - Managing Director Panelteam
Panelteam is a specialist in gathering European market information. Peter-Paul shared European consumer data gathered via Consumer Life Cycle research. Consumer Life Cycle research is a new methodology which measures the European performance of brands in the five main stages of the orientation and purchasing process of consumers. He showed what really matters when consumers buy and focussed on the Brand Love Index. The Brand Love index shows the level of emotional involvement consumers have with a brand and ranks them with their main competing brands.
Presentation was part of Brand Pioneers 2013
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
The document discusses the importance of branding for business longevity and success. It notes that consumers are bombarded with hundreds of marketing messages daily and their tastes are changing. Effective branding can differentiate a brand and develop a unique personality that cannot be copied. The document also discusses developing a strong value proposition for a brand that combines functional, emotional and self-expressive benefits. It emphasizes the need for brands to stay relevant by understanding consumers and adopting a consumer-driven approach.
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn HiểnGiang Nguyễn
This document discusses brand positioning and communication. It begins by defining consumer insight, market research, and brand positioning. It then provides examples of how to develop a brand key and formulate an effective brand positioning statement. The document also discusses various methods for generating brand communication ideas, such as leveraging common interests or insights. It emphasizes that integrated brand communication should be focused on a single idea, utilize multiple touchpoints, and exploit ideas across appropriate channels to meet objectives.
This document provides an introduction to Lean methodology and customer engagement. It emphasizes the importance of continuously talking to and learning from customers to validate ideas and refine products. It outlines steps to identify customer problems, conduct customer interviews without pushing solutions, ask the right questions, and get feedback to iterate quickly. The overall message is that startups should focus on their customers, get out of the building to talk with them, and use short cycles of learning to build the right solution.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
brand conciousness and brand loyalty
2) content
-What is Brand?
-What is Brand consciousness/ awareness?
-What is Brand loyalty?
-A case study of Apple
3) what is brand?
A brand is a name, term, design or other feature that distinguishes one seller's product from those of others.
A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company.
The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand.
A logo often represents a specific brand.
A widely known brand is said to have "brand recognition".
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
The document discusses developing a brand positioning by determining the brand's mission, what makes it unique, its emotional benefits to customers, potential brand stories to tell, how it beats competition, what target customers want, and crafting a 3-5 word positioning statement to capture the brand's essence. It aims to help brands clarify their image and messaging.
The document outlines 12 principles of brand strategy:
1) Define your authentic brand purpose, vision, and values.
2) Ensure your brand strategy supports your business model.
3) Maintain consistency in your brand message.
4) Engage all employees in representing your brand internally and externally.
5) Connect with customers on an emotional level through desirable experiences.
6) Empower brand advocates to help drive your message.
7) Stay relevant by tweaking your message and image over time.
8) Align marketing tactics with your overall brand strategy and objectives.
9) Measure your strategy's effectiveness through various metrics like sales.
10) Cultivate an engaged community of customers loyal to
Hunter Cattle is a family farm focused on sustainable and humane agricultural practices. They produce grass-fed beef, free range chicken, and pastured pork. The farm's branding process involves defining their brand DNA, personality, and brandscape. Their brand DNA establishes their core values of caring for animal welfare, the environment, and their community. Their mission is to advocate for healthy living through authentic animal husbandry. Their brand personality assessment will analyze traits like reliable, genuine, and down-to-earth to guide how they present themselves.
This document discusses different "religions" or strategies for building brands, with each religion outlined as a series of beliefs. The religions covered include Penetration, Conversations, and Relationships.
The Penetration religion focuses on widespread exposure and frequent repetition to drive growth. Its beliefs include penetration being the sole path to growth, retention being an illusion, and treating all customers equally.
The Conversations religion centers around generating discussions to spread awareness. Its beliefs involve conversations driving growth, finding brand advocates, making all activations conversation starters, and creating conversations with purpose.
The Relationships religion emphasizes emotional connections to build loyalty. Its beliefs comprise putting emotions at the core, developing relationships with customers, crafting
Brand Sacralization is the degree of Brand Love, Brand Trust,Brand Satisfaction, Brand Intimacy, Brand Feelings, Brand Loyalty, Brand Popularity of a brand for a user.
This brand book provides guidelines for Jeff Riddle's coaching brand. It establishes the brand's core message as helping clients through transformation by providing a safe space for self-acceptance and deciding how to move forward. The brand personality is described as wise, reassuring, and accepting. Design elements include a minimalist logo, earth tone color palette, and photographic images reflecting nature. The tone of brand communications aims to be inviting and unjudging. Stories from clients and the founder's personal experiences are emphasized to connect with audiences. Next steps include professional photography, developing the website further, and publishing long-form written content.
A brand is a person's gut feeling about a product, service, or organization. It is not a logo or identity, but rather the experiences people have that create feelings about a brand. Great brands create experiences that resonate emotionally with customers and help them achieve their goals, not just advertise products. A brand starts from within an organization's culture and employees, and is defined by what customers say about their experiences, not what a company says about itself.
This brand guidelines document provides an overview of the key elements that define Dr. Katie Henry's transformational coaching brand. It outlines her brand foundation, including her commitment to helping people motivated for change transform their lives through coaching and workshops. It also describes her target audience and vision. The document then covers her brand's tone of voice, visual identity elements like colors, fonts and logo, recommended imagery style, and sample designs. It concludes with guidance on living the brand through avoiding "brand enemies" and taking action.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
an AGORA Marketing Group publication
Volume 01. Issue 02.
Yen by AGORA is for marketing people who have a yen for inspiration. Learn something new. Refreshing ideas with new perspectives.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Brand Is Focus – Branding Advice, Straight Up for Startups
Tom Gallagher, LiveAreaLabs
Pete Gade, LiveAreaLabs
Katherine LaFranchise, Director of eCommerce, Urban Decay Cosmetics
Meredith Han, Global Director of Ecommerce, Brooks Sports
When you started building your business, you started building your brand. Whether you knew it or not.
Thing is, people are constantly sizing you up. Who you are. What you do. How well you do it. That’s your brand. It’s the gut feeling people have about you and your business—an unmistakable feeling that influences the talent you attract, the investors you seek, and the customers you ultimately want to keep. In other words, brand is much, much more than a logo. It’s a major contributor to success. And it’s something startups should get a hold of, right out of the gate.
Put another way, your business has a plan. Your brand needs one, too.
In this session we’ll offer no-nonsense advice designed for startups— all designed to help you establish your brand early on, and keep your business focused for the long haul. Plus, you’ll get first-hand insights from Urban Decay and Brooks Sports, two companies who’ve made brand a big part of their business, and their success.
This document discusses defining a brand's voice and provides tips for doing so. It emphasizes speaking the language of customers, being authentic, consistent, and appropriate for the audience. The document outlines a process for determining a brand voice, including knowing the audience, why the brand exists, examining current materials, competitors, desired customer feelings, and admired brand voices. It provides examples of brand traits and writing guidelines to develop a distinctive yet fitting voice. The overall message is that an effective brand voice builds trust and connects with customers.
Brand personality describes brands in terms of human characteristics. It is based on theories of human personality and uses similar measures to describe brand attributes and factors. Many powerful brands spend a great deal of time developing distinctive personalities for their brands to appeal to consumers on an emotional level. Consumers often make judgments about brands and companies in personality terms, describing them as friendly, trustworthy, or dishonest. Brand personality aims to provide an emotional connection and experience with the brand to foster loyalty.
Christian Financial Advisor or Financial Advisor Who is Christian - Mike Fara...Mike Farag
Many firms wrestle with this in how how they market themselves to their best clients. I recently tackled this central question at the Kingdom Advisors National Conference with an interactive discussion with case study examples from both perspectives, helping guide you to the right spot for your firm.
This document provides an introduction to personal branding. It discusses that a brand is defined by the perceptions others have, not by logos. It encourages individuals to differentiate themselves by articulating their unique value proposition. The document provides five questions to help define one's personal brand, five rules for effective personal branding, and a five step process for developing a personal brand. It emphasizes the importance of consistency, relevance, and authenticity.
This document discusses the importance of branding for businesses and provides tips for implementing an effective brand. It notes that branding can influence customer loyalty, perceived value, and purchasing decisions. The document then offers suggestions for promoting a brand across various channels, such as using branded hold music, email signatures, and in-store events. It emphasizes implementing the brand consistently everywhere and concludes by advising businesses to find their niche, create a persona, become experts, use social media for outreach, and establish goals to measure branding efforts.
This document discusses how marketers can better connect with customers during uncertain economic times. It argues that the usual marketing reactions of spending more on the same messages, relying only on traditional research, or making radical changes without understanding customers often do not work. Instead, the document recommends that marketers take an "outside-in" approach by understanding customers' motivations, emotions, and needs at each stage of their engagement with a brand. It also stresses the importance of aligning a brand's proposition with its purpose and having a complete view of the customer journey. The goal is to deliver value and inspiration to customers in a way that feels relevant and interesting to them.
A teaching tool if you want to get students to start to understand how brands want to build relationships with customers. Ideally they should want to emulate best friend relationships but not all categories will find this easy or indeed possible.
This document discusses the importance of brand purpose. It begins with background on brands, noting that most brands identify a product while few are truly relevant by being purpose-driven. It then defines brand purpose as the reason something exists at the intersection of what a company is good at, passionate about, and solving problems for. The document outlines how to enliven a brand purpose by locating the north star, leveraging empathy, rallying stakeholders, and taking a stand on issues. It provides examples and statistics showing that purpose drives purchasing decisions and competitiveness.
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Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
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Top 10 Free Accounting and Bookkeeping Apps for Small BusinessesYourLegal Accounting
Maintaining a proper record of your money is important for any business whether it is small or large. It helps you stay one step ahead in the financial race and be aware of your earnings and any tax obligations.
However, managing finances without an entire accounting staff can be challenging for small businesses.
Accounting apps can help with that! They resemble your private money manager.
They organize all of your transactions automatically as soon as you link them to your corporate bank account. Additionally, they are compatible with your phone, allowing you to monitor your finances from anywhere. Cool, right?
Thus, we’ll be looking at several fantastic accounting apps in this blog that will help you develop your business and save time.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
18. CONFUSION ACCELERATION
CONSIDERATION
Consumers are confused as the brand
triggers associations that are shared
with competitive brands as well.
The brand should accelerate the usage
of these brand associations as they are
both recognized by a large portion of
the audience and attribute exclusively
to the brand.
As the perceived uniqueness to the
brand is relatively high, it can be good to
further invest in these associations
(wider and more consistent use of
brand linkage) to turn these into true
distinctive assets.
Uniqueness
Association
ABSENCE
These brand associations are not known
at all in the market. The brand would
need considerable work and resources
to develop any of these brand
associations.
20. PENETRATION
RELIGION BELIEFS
PENETRATION#1 Penetration is thy sole path to growth
#2 Retention is an illusion
#3 Thou shalt treat all thy buyers as equal
#5 Thou shalt be everywhere
#4 Thou shalt repeat, repeat, repeat
PUSH
ACQUISITION
MASS MARKETING
TRIGGER BASED
31. WELCOME IN
JFK International Airport
WELCOME IN
Schiphol Amsterdam Airport
WELCOME IN
Incheon International Airport
#5 THOU SHALT AIM FOR
POSITIVE RECOMMENDATIONS
32. INFLUENCERS
RELIGION BELIEFS
#1 Conversations is thy sole path to growthWOM MARKETING
#2 Thou shalt look for disciples
#3 All thy activations should be the start of a conversation
#5 Thou shalt aim for positive recommendations
#4 Thou shalt create conversations with a purpose
RIPPLE EFFECT
INFLUENCER BASED
CONVERSATIONS
PUSH & PULL
37. #2 THOU SHALT BUILD
A RELATIONSHIP WITH
THY CONSUMERS
38. My family
visited your Dulles
location two weeks ago,
and we just can’t get over it.
Unfortunately, it’s an hour away,
and more than two hours during rush
hour. Please, we are begging you to consider
Montgomery County in Maryland.
When my friend told us about your store,
he said it would be a
‘religious experience’ and it was.
Please, please be kind and
help this great-food
deprived family.
48. RELATIONSHIP
RELIGION BELIEFS
#1 Thou shalt put emotions at the coreEMOTION BASED
#2 Thou shalt build a relationship with thy consumers
#3 Thou shalt craft thy DNA
#5 Thou shalt work for thy love
#4 Thou shalt build to last
IDENTIFICATION
RELATIONSHIP MARKETING
PULL
RETENTION IS LONG TERM
49. CLASSIC PENETRATION INFLUENCER RELATIONSHIP
Target Marketing (STP) Mass Marketing WOM Marketing Relationship Marketing
Push & Pull Push Push & Pull Pull
Brand knowledge &
equity based
Trigger based Influencer based Emotion based
Retention is cheaper
than acquisition
Acquisition is the sole
path for growth
Ripple effect:
retention leads to
acquisition
Retention is a LT
investment
Differentiation is key Penetration Conversations Identification
Many books have been written capturing marketing theories, frameworks and models on how to create future proof brands.
Yet this abundance of vision and beliefs makes marketers confused and overwhelmed, and often results in two scenarios:
Either paralyze - not sure what to do, waiting for their own grave to be delft
Either switch around panicking – constantly moving strategies when someone comes along sharing a belief or vision.
Yet int his paradox of choice focus is needed – marketing models can give marketing this focus
It gives them a framework on what are the drivers to grow their brands and what dimensions and key performance indicators they should use to measure brand strength.
Brands need to choose and follow a religion.
We like to use the word religion here because we see that many brands use this to guide them in everything they do and follow this with great devotion.
Religion = a pursuit or interest followed with great devotion
Kotler is the fathers of modern marketing.If you have a background in marketing this is probably the theory you have been taught in school.
You could say Kotler/ Keller is the Classic Religion
Many brands used their thinking (and some still do) as a framework to set-up their marketing plans and branding strategies.
Where:
Links to consumer-based approach of branding
Big thoughtleaders are Kotler, Keving Lane Keller and David Aaker
Brands are cognitive constructs in the mind of consumers, and marketers can feed to right info (using the marketign mix) to make consumers do as intended (buy your brand)
Segmentation, targetting, positioning
Differentiation
Unique Selling Proposition
Concept of Brand equity = brand kowoledge and this translates itself in:
Brand awareness which is recognition and recall
Brand image (associations)
Yet in this post modern world, we see that the Kotler-ian thinking is challenged by many new theories which we think we can bundle in three main school of thoughts, or brand religions.
We know it is a simplification – just like their are 4200 different religions in the world – there are many visions, books and views on how to grow brands and what makes good marketing. Yet to simplify things we believe believe these can be grouped in 3 streams/ schools of thoughts.
Penetration Religions
Influencers Religions
Relationship Religions
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and ... Google Books
Originally published: March 11, 2010
Author: Byron Sharp
Part 2: 2015
Dr Byron Sharp
Professor of Marketing Science
University of South Australia
Director
Ehrenberg-Bass Institute for Marketing Science
Penetration is king
What defines big brands?
Well big brands have larger customer bases, they have more buyers – which is quite logical as more customers equals more sales.
This suggests that sales growth comes mainly from growth in the size of the customer base.
If you look at traditional marketing textbooks they say growth can be reached in two ways (1) have more customers and (2) have them buy more frequently.
Yet research by Byron Sharp reveals that brands of differing market share differ mainly in terms of the size of their customer base.
And that penetration explains and drives things like purchase frequency, here he introduces the concept of “double jeopardy”,
That is, compared to their smaller competitors larger brands have many more customers who buy them somewhat more often.
This pattern explains how smaller brands get hit twice, their sales are lower because they have fewer buyers who buy the brand less often.
IT’S THE CURSE OF BEING SMALL. The winner takes it all
See the example here of brands of washing machine detergent brands in the UK - where you can see that all brands are bought by their buyers slightly than 4 times a year. The largest brand, Persil, gets bought almost four times a year. The smallest, surf, around three and a half times.
Retention is an illusion, acquisition is the sole path to growth
Traditional marketing states that it costs five times less to retain a customer than to acquire a new one.
According to this religion. Defection is largely out of a brand’s control, making growth via that strategy extremely difficult.
Defection levels don’t vary dramatically with brand size;.
All brands lose some buyers; this loss is in proportion with their market share
how many customer a brand loses depends on how many it has to lose (i.e. big brands lose more customers (though these customers represent a smaller portion of customer base)
Gaining market share by halving the defection rate would be nearly impossible.
Simply getting existing customers to buy more often and buy with 100% loyalty to their brand is unrealistic: no one buys a product more than needed, and no brand commands 100% loyalty.
Just think of the following brands – what do you think is the loyalty rates for these brands
Across FMCG categories few consumers (13%) are brand loyal over a typical year.
Even for big-ticket cult brands like Apple (55%) - repeatbuying level
Loyalty in its pure form does not exist
Customer loyalty is largely a myth (customers are at best ‘promiscuous loyals’ – switch between alternative rival brands based on availability – 72% of Coke drinkers also buy Pepsi (UK)).
Likewise for brand commitment – people buy brands out of habit, not commitment.
The norm is polygamous loyalty i.e. having a brand repertoire and switching within it (and is often something depending on the analytical timeframe, the longer the period of analysis the lower loyalty).
In FMCG categories, buyers are regularly and measurably loyal – but to a repertoire of brands, not to a single brand. And they are more loyal to the brands they see a bit more regularly, and buy a bit more regularly.
All brands enjoy loyalty, bigger brands enjoy a little bit more (= double jeopardy)
Loyalty doesn’t actually vary dramatically across brands. However, slight differences in loyalty do exist: in general, larger brands have slightly higher customer loyalty (Double Jeopardy Law). Customer loyalty, then, doesn’t drive brand size differences, market penetration does
When looking at a customer base, we can see that it has a typical skewed distribution where the minority are heavy buyers but the big bulk of customers are light buyers.
This pattern is not only visible amongst consumer good companies.
In order to maintain sales and grow, marketers must reach these masses, rather than focusing on a select few.
Growth comes from a proportional increase in all kinds of buyers (light, medium, and heavy);
however, targeting light buyers is most lucrative. This is because it’s nearly impossible to target light buyers without also reaching heavy buyers: in targeting light buyers, brands are ipso facto targeting their heaviest buyers. So, they are able to increase penetration by turning non-buyers into light buyers, while also slightly increasing loyalty among heavy buyers.
TARGET MARKETING IS DEAD.
Forget segments, mass marketing provides greatest penetration
Focussing on a specific target group is not only wrong but also dangerous. As you might turn out to focus on the wrong audience.
An example is SMART – was meant for urban youngsters (who wanted to easily park in the city), yet what they see is that it are not the youngsters who buy SMART ( often too expensive and there are cheaper alternatives around) it are elderly people who are looking for a small safe car (and have no issue with a more premium pricing).
What Byron Sharp says is that brands should not differentiate, yet establish brand distinctiveness through memory structures
It all starts with building distinctive assets and focusing and repeating these assets:
- Portfolio of assets that are visual, aural and verbal. These assets allow a brand’s communication to work.
Even if a brand’s advertisement is noticed, it can’t work according to Byron Sharp unless it refreshes or creates useful memory structures for the brand.
This includes understanding what consumers have already in their mind and then working with it, not against it.
All advertisement should reinforce or build memory structures.
It is about building mental availability, or brand salience. This refers to the probability of a consumer noticing, recognizing, and thinking of your brand in a buying situation.
This is critically different from brand awareness, which is simply the link to the name of the product category and depends on a single, specific cue.
Create distinctive assets
Get noticed
Continuously reach potential buyers
Refresh brand-linked memories
Be consistent
in Coca Cola. Every day, Coca-Cola sells nearly 2bn drinks. Its cursive-script logo is one of the best-known on earth. Its contoured bottle is one of the most recognisable designs of the 20th century.
CASE: JDE
Brand logos are the most famous images of our time. But it turns out they’re exceedingly difficult to recreate without looking at them, as a fun new Branded in Memory study from Signs.com proves. Some are easier than others, though, which also raises the question of what value there is, exactly, in the simplicity or complexity of a brand mark.
The results show that most people are very good at recalling brand colors—around 80 percent selected the correct palettes for their drawings, while shapes and elements in logos are harder to recall.
When a brand’s logo changes over time, a subset of people mistakenly conflates old and new versions. Similarly, we sometimes slip up when advertising utilizes strong symbols not used in the logo (e.g., the Burger King crown).
http://www.adweek.com/creativity/how-hard-is-it-to-draw-a-brand-logo-from-memory-much-much-harder-than-you-thought/
CASE: JDE
Apart from building strong memory structures
Sharp emphasizes the importance of being physically available – being as easy to notice and buy as possible, for as many consumers as possible, across as many buying situations as possible
This includes more than retail penetration, but also hours of availability, easy of purchase,…
Robert Woodruff, the company’s leading figure from 1923 until his death in 1985, promised to put Coke’s products “within arm’s reach of desire”, and he succeeded almost everywhere
Regardless of where you are in the world, Coca-Cola was everywhere. In the hotel bars, the supermarkets, every restaurant, the vending machines and in every fridge in every little shop along hot dusty roads.
Distribution may not get as much air time as other marketing elements - such as advertising - but must be a major success factor for Coca-Cola.
When I travel and I see Coke available all over the world from the smallest village in Africa to the most elite bar in Paris - I think it subconsciously reinforces my perception of Coca Cola as a great democratic brand. It doesn't matter whether you are a bankrupt or a president - everyone drinks the exact same Coca Cola. You can't buy a fancier Coca Cola with money or status.
Penetration is king and as a result the winner takes it all (double jeopardy law)
Retention is an illusion, acquisition is the sole path to growth (+ loyalty)
Differentiation does not work, one should establish brand distinctiveness through memory structures
Brand success is defined by mental and physical availability
Target marketing is dead, mass marketing provides greatest penetration
Some examples (there are many more!)
Contagious (STEPPS model) by Jonah Berger
The dragonfly Effect by Jennifer Aaker (daughter of David Aaker of the Classic Religion)
The Conversation Company – Steven Van Belleghem
In this model, conversations are what will grow brands.
This because:
OLD MEDIA IS DEAD
Traditional television is dying, a study in the UK showed how it dropped 10% between 2010 and 2014.People watch less traditional television, especially younger generations (44+ keeps with the traditional) and opt for alternative formats, such as on demand and netflix.
The netflix effect: In 2015, Netflix accounted for about half of the overall 3% decline in TV viewing time among U.S. audiences, according to a new study by Michael Nathanson of MoffettNathanson
http://variety.com/2016/digital/news/netflix-tv-ratings-decline-2015-1201721672/
So above the line marketing is dead.
:
As consumers overwhelmed by product choices tune out the ever-growing bombardment of traditional marketing, word of mouth cuts through the noise quickly and effectively.
Previous research has shown the importance of peers - recommendations from peers are perceived as 4 times more reliable as those coming from companies
Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive.
New media and channels are replacing traditional tv advertisement and the impact is great as now everyone can say what they think.
Everyone is a marketer, and a powerful one.
As what we say, share and do can make or break brands.
Nielsen studies have shown that consumers trust WOM more than any other medium, and word of mouth creates advocacy, which is 50x more likely to trigger a purchase (McKinsey).
https://unruly.co/blog/article/2015/10/26/jonah-berger-6-key-stepps-to-creating-contagious-content/
Research has shown that conversations are important as they have an immediate impact on brand leverage
The Journal created a “Trump Target Index” of 12 stocks that have been affected by Trump’s tweets over the past year, and then tracked what has happened to their share prices since he mentioned them on Twitter. Overall, the index is up by 32.5%, outperforming both the Dow Jones Industrial Average and the Standard & Poor’s 500 index.
http://fortune.com/2017/02/24/trump-tweet-stocks/
MARKETING THROUGH PEOPLE NOT TO PEOPLE
Influencer marketing is key here
It is about developing connection with the people who can create visibility for your product or service.
Unlike other marketing approaches that focus on “masses,” this approach focuses on the individual influencers, who can range from niche bloggers to well-known celebrities.
And this way create a ripple effect
The Harry Potter theme park is a great example of flipping the funnel.
Since the Harry Potter fans are known for their loyalty to the brand, the campaign used the impact of word of mouth to promote the new theme park.
When Cindy Gordon, VP new media at Universal Studios wanted to announce the new theme park attraction, she did not want to do it the traditional way by spending billions on primetime advertising campaigns, but chose seven niche bloggers (seven people at the top HP fan sites).
These bloggers were hand picked and where invited for a top secret midnight webcast live from Dubledore’s office, where they announced the new theme park. Quickly after the webcast, these seven fans blogged about the news. And then everything went incredibly fast. Within 24 hours, the news went viral reaching more than 350 million people. The use of social networking as a promotional tool for this campaign, was an unconventional and inexpensive way to spread the buzz.
Gordon also said that this was not only their best way to gain such reach, but if they would have not involved the fans, the news could have backfired.
The vice president of marketing at Universal Orlando Resorts had the responsibility of planning a marketing strategy to introduce the new Wizarding World of Harry Potter Theme Park there in Florida. She could have chosen any media form she desired, any marketing platform, with a potentially huge price tag attached.
What she chose to do was to tell 7 people about it. Thats right. She told the 7 most popular bloggers about it, and she told them on a secret midnight webcast that she ran. She invited those 7 bloggers and introduced them to the new theme park right on the webcast. Can you guess what happened next? No.. she didnt get fired!
What happened was that people talked about it. The 7 bloggers blogged about it right after the webcast. Lots of their followers blogged about it also, and talked about it with family and friends all over the world, and put it on all of their social sites where it would be spread by connections in those places. Main stream media follows those blogs and they wrote about it. Within 24 hours of telling 7 people, 350 million people heard about it. 350 MILLION people.
Every activation should be the start of a conversation –
It is important to understand what triggers conversations
TUI case – drivers for NPS CCB
The TUI journey consists of different steps from early stages in booking, longing to leave on holiday, the actual holiday but also the afterplay.
We conducted a CCB to generate a complete picture of all the consumer needs travellers have when planning, having and reliving a beach holiday.
Yet thou shalt not create conversations for the sake of conversations
Content should be STEPPS
Social Currency: ‘Appearances matter.’ Give your product – and its owner – social status by making it – and those who own/talk about it appear REMARKABLE (interesting, exclusive, distinctive, attractive, successful). Example: Blendtec’s Does it Blend Videos, Please Don’t Tell NY hidden bar, Rue La La’s secret flash sales…
Triggers: ‘Top of Mind, Tip of Tongue.’ Associate your product with ideas and activities in peoples lives (moments – Kit Kat = break, colours, Coke = Red, music, words (more Mars candy stories in news during Mars pathfinder news story)
Emotion: ‘When we care, we share’. Focus on what really matters and be ‘awe-some’ by asking the ‘3 Whys’ (Why is this product important, why is that important, and why is that important) and striving to evoke ‘awe’ – the sense of wonder and amazement that occurs when someone is inspired by great knowledge, beauty, sublimity. Example – Google’s Search On campaign (how to impress a French girl)https://www.youtube.com/watch?v=nnsSUqgkDwU
Public: ‘Monkey See, Monkey Do’: Make adoption and use, publicly visible and copyable – e.g. Prostate cancer Movember campaign, Nike Livestrong
Practical value: ‘News you can use’ Should be Useful – in a short, straightforward, and simple way – for you, and for who you share it with. Example, a corn on the cob tip on YouTube gets 7M+ views. The Power of Lists (buzzfeed style news)
Stories: ‘Once Upon a Time’ – Your product should be wrapped up/communicated in a shareable (human) story or narrative – e.g. Subway – Jared Fogle story, went from 60″ waist to 34″ eating Subway sandwiches. But ensure your product is an integral part of the story (many people forget the product that is advertised in story-based ads/word of mouth) E.g. Michelin In 1900 the tire manufacturers André Michelin and his brother Édouard published the first edition of a guide for French motorists. At the time there were fewer than 3,000 cars in France, and the Michelin guide was intended to boost the demand for cars, and thus for car tires
Social currency:
Give your product – and its owner – social status by making it – and those who own/talk about it appear REMARKABLE (interesting, exclusive, distinctive, attractive, successful).
Emotion:
https://www.youtube.com/watch?v=R4vkVHijdQk
Een van de meest besproken voorbeelden in het boek is over het bedrijfje Blentec dat blenders maakt en ook Contagious content maakt: “Will it Blend”. Filmpjes over attributen (e.g. stiften, iphones,…) die in de blender worden egstoken met het vraagstuk will ti blend. https://www.youtube.com/watch?v=lBUJcD6Ws6s
George Wright, a new marketing hire, comes into the office. He notices a pile of sawdust on the floor on one of his first days at work. He asks, “Are we expanding the office? Why is there sawdust on the floor?” His colleague responds, “No, the CEO is doing what he does every day: trying to break blenders.” The CEO would take two-by-four pieces of wood, golf balls, Bic lighters and throw them in the blender to see if the blender was tough enough to withstand the punishment. He wanted to make a really strong blender.
George saw this and said, “This is a fantastic idea. This is gonna be a viral home run.” He took a $50 marketing budget — not $50 million, not $50,000 — but literally $50. Bought a white lab coat, some of those goofy glasses you often see people wear when they chop wood or something, and just filmed the CEO doing what the guy was already doing: trying to break blenders…. They distributed it to their mailing list, they distributed it to others, and it caught on like wildfire. People saw it, and they had to pass it on and share it with their friends.
It’s a great example of why it doesn’t take a huge marketing budget. It doesn’t take a marketing genius — though they are smart marketers — to think about this. What it takes is understanding the psychology behind social transmission — what makes us talk about and share things. Then by generating content or building in features of your products, you create that viral user growth.
http://knowledge.wharton.upenn.edu/article/contagious-jonah-berger-on-why-things-catch-on/
NPS measurement
Zoals voor SkyPriority – hier in de experience
Waar het meten ook bijdraagt tot de experience.
Vicieuze cirkel
NPS op elke touchpoint: HVC (high value customers) – vs non HVC
With HVC because thye are so important
App developed – complicance tracking of what is promised
Do you feel prioritized
Meer prioritezed voelen
Find your disciples! Brand ambassadors and influencers are key = your segments
People trust what their friend’s tell them more than what brands say
Conversations impact brand leverage (Spreading relevant content is key)
Every activation should be the start of a conversation
Yet thou shalt not create conversations for the sake of conversations
Good content needs to be STEPPS
The best predictor of brand success are positive recommendations
Research has shown that if the emotions centers of our brain would be damaged, we don’t just lose the ability to laugh or cry – but we lose the ability to make decisions.
Emotions and reason are intertwined, but if they are in conflict emotion wins.
95% (or more, this is still something research are debating about) of our decisions are taking automatically, impulsively, intuitively…
And these are driven by emotions
By “how do I feel about this”
Emotions are a heuristic
Only a small amount of our decision are taking by the other side of the brain, the more rational part.
Emotions are a serious opportunity to get in touch with consumers.
If you want people to take action – whether it is voting or buying a product you need to appeal to their emotions
As a result, emotions are key metrics in ad evaluation research.
This is also how we approach ad testing at InSites, where we use different tools and techniques to understand which emotions are conversed by the ad (e.g. Pulse Tool, Itag, Eye-tracking, Implicit).
An example is implicit association task, where the ad is shown and afterwards participants see different (emotional) items for limited amount of time (1,2 seconds). They are asked to press the space bar if they feel the item can be linked to the ad. This method filters out over-raltionalization, which is essential when wanting to measure the prompted implicit emotional associations linked to a stimulus.
A case example where we used this methodology is for Unicef. Where different stimuli where tested to measure the extent they trigger people to donate. Participants where shown a set of (emotional) items after seeing a stimulus and these where then match with the (emotional) drivers for donation to assess ad success. What the research for example showed is that stimuli visualizing volunteers helping outperformed the ones where there were only children who needed help. A possible explanation is that the former show that something is done with the donation, and that donating leads to change and action.
So in this religion it is all about creating an emotion connection with your consumer.
Research showed that consumers do feel some affinity with the various brands
And that these relationships are conform conceptions in the interpersonal relationship space
The success of Wegmans:
Instead of simply displaying aisles of packaged products that shoppers might buy, McCauley explains, Wegmans made grocery into theater—not just with specialty food stations, but also by preparing food in front of customers. Wegmans understood that, to a younger generation, "shopping" didn't mean filling your cart with canned peas, it meant hanging out, learning about food and eating it.
"Wegmans was prescient," McCauley said. "They were aware of what millennials wanted before the millennials even got there."
But no matter how fresh and pretty it looks, food doesn't cook itself. Key to Wegmans theatrical feel (and key to its fan base, too, apparently) is the employee in the apron.
According to Market Force, Wegmans won for its "fresh produce, reasonable prices and massive stores." Fair enough. But that doesn't tell the whole story.
Wegmans is like the best of Frank Sinatra’s albums: big and lush, yet somehow also small and personal.
Build a strong brand identity that consumers can identify with:
Know yourself: A consumer LOVE relationship starts with the brand. Before you even meet the consumer, you must fully understand youself. If you don’t know who you are as a brand, and what makes you different, better, and special, how do you expect a consumer to?
Know you type: Every brand has an ideal consumer-someone who, when they connect with the brand, feels that that brand was made for her. The trick for marketers is to identify that ideal consumer, her functional, emotional, and social needs, and perfect the match between those needs and what your brand offers.
Know your customers better than they know themselves
https://hbr.org/2014/02/the-eight-phases-of-brand-love
Identification is key – with identification we mean the extent to which a consumer recognizes an overlap between his/her personality and the personality of a brand
Academic research has shown that brand identification does not just result in preference, but it also reinforces purchase behavior (Lam et al, 2012)
Diesel uses Pinterest to inspire and connect with females within their desired target demographic.
The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display
We needed to understand what makes people tick - not only in the digital space but also in the real world. Who are the people who are currently engaging with DIESEL content? What is their lifestyle? How do they differ from consumers who do not engage with the brand?
In addition, we need to understand how can we translate self-identification into the online world. Which types of DIESEL content and DIESEL-related content is the DIESEL target group using, spreading or creating? How should the content be executed? What style of content is contagious? Which format and execution works best
Not Fling
The ultimate relationship is a long lasting marriage – TRUE LOVE
Rather than trying to encourage a one-time sale, relationship marketing tries to foster customer loyalty for the long run.
Love = loyalty beyond reason
Remove a brand and people buy a replacement. Take a Brand that is loved away and you’ve got a protest on your hands.
Brand loyalty drives success:
Brandloyalty comes with positive financial results
As loyal customers typically buy more of the brand’s products, buy them more often and are willing to pay a higher price than other customers
Next these consumers are more receptive to new product introductions and product promotions
And they also can function as brand ambassadors (link with conversation religion)
Source: Kevin Lane Keller
The emergence of natural brand community, like the ones created by ardent fans of Disney or Harley Davidson
Identification – example in research?
Identification – example in research?
Consumers should feel that the brand is “a brand made for me.”
Just like human relationships, it goes with ups and do and it is hard work.
You keep on understanding and collaborating with consumers to keep that love in place.
Here: case AXE community on consumer centricity
It is essential to establish connections that are so special and memorable that a consumer desires to keep coming back for more.
We can do this by providing them a rich experience with our brands. Time after time it has been shown that a positive brand experience trumps more passive brand engagements such as traditional advertising or social media in generating effective word of mouth.
Consumers should feel that the brand is “a brand made for me.” You keep on understanding and collaborating with consumers to keep that love in place
Here: case AXE community on consumer centricity
It is essential to establish connections that are so special and memorable that a consumer desires to keep coming back for more.
We can do this by providing them a rich experience with our brands. Time after time it has been shown that a positive brand experience trumps more passive brand engagements such as traditional advertising or social media in generating effective word of mouth.
https://www.youtube.com/watch?v=WzTSE6kcLwY