loving the brand - richard beevers

Loving the brand, living the brand

Richard.Beevers@CustomerPlus.co.uk

We fulfill dreams through the

experience of motorcycling,

by providing to motorcyclists and to

the general public an expanding line of

motorcycles and branded products and

services in selected market segments.

Which are the world’s

10 most loved brands?

Source: Richard Beevers, Customer

Source: rankingthebrands.com

What is a brand?

A brand…

Product Environment

CommunicationBehaviour

Central

Idea

Added value

Product core

Added values

e.g. service levels

80% impact /

20% cost

Basic features

20% impact /

80% cost

Product surround

Added value in practice…

Prefer Pepsi Prefer CokeEqual /

can’t say

Blind test 51% 44% 5%

Open test 23% 65% 12%

The pursuit of

ADDED VALUE

is central to

brand building

The library experiment

What do customers

really buy?

Before After

Brand inside

+

Brand outside

=

Your brand

Brand outside

Brand inside

Brand inside

+

Brand outside

=

Your brand

Product Environment

CommunicationBehaviour

Central

Idea

Living the brand…

Central idea

“We create happiness by providing the finest in entertainment for people of all ages, everywhere."

Product

Behaviour

How did he learn this ?

Environment

Communications

Dear Sir/Madam

My congratulations to B & Q on getting a

yacht to leave the UK on 28th November

2004, sail 27,354 miles around the world

and arrive back 72 days later.

Could you please let me know when the

kitchen I ordered 96 days ago will be arriving

from your warehouse 13 miles away?

Yours sincerely

John Roberts

The employer brand

Loving your people

Core proposition

Delivering the employer brand

Strategic branding errors

1. Confusing brands and logos

2. Lack of relevant, differentiated central idea

3. Poor customer experience

4. Relying on advertising

5. Overstretching the brand

6. Forgetting the brand inside

7. Incongruence – NOT LIVING THE BRAND

Do customers love you with ALL their heart?

Loving the brand, living the brand

Richard.Beevers@CustomerPlus.co.uk