brand experience management
DESCRIPTION
Presentation that aims to help Brand organisations get started on the road to designing and delivering winning Brand Experiences. Their goal should be a commitment to WOW consumers so they buy again.. and ideally advocate your brand. Key in the process is company- wide collaboration.TRANSCRIPT
September 2009
Brandexperiencematters.blogspot.com
Developing a
Brand ExperienceStrategy
A BRAND is
a
collection of
perceptions in
the
mind of the
consumer
Experience is the
appreciation or
knowledge
about something
gained
through seeing,
hearing or
interacting
with it
A BRAND
EXPERIENCE
is what occurs every
time a consumer
sees, hears or
interacts with that brand.
All Brand Experiences - past and
present - shape the consumers view
of a brand and will effect their
decisions to buy, buy again...and
maybe even advocate it
Visiting a store
Seeing it On-line
Memoriesfrom past
Noticing an ad
Word of mouth
Seeing Packaging
Talking to salesperson
Using it
Dealing withcustomer service
To succeed a brand has to deliver what it promises.
To achieve greater success a brand should
aim to a exceed consumer expectations.
To win a brand should aim to deliver
magical brand experiences that transform their consumers into advocates*.
The Brand Promise Deliver Delight framework helps identify the consumer journey - along the
Path to Advocacy.
This enables brand stakeholders to collaborate in the design
& delivery of effective & consistent Brand Experience Strategy
*Bain & Company analysis demonstrates that winning brands achieve the highest Net Promoter Scores in their category (a clear indicator of a brand’s
level of consumer advocacy)
Delivering Brand Experiences to Drive Advocacy
Promise - is what consumers are told by a brand, e.g. what will happen/how they will
feel when they buy/use the brand
Delivery - this is what actually
happens when the consumer buys/uses
the brand.
(It is when the promise that the
brand has made has to be delivered.) Delight - this is when
the brand goes beyond what was expected.
It can be the magical bit because when consumers are delighted they can become a powerful and positive brand advocate.
Promise ▪ Deliver ▪ Delight
Promise DelightDeliver
AdvocateNotice Buy Use Loyal FanChoose
The Brand makes a Promise about what it
will do for the consumer
The Brand keeps the promise by Delivering
it to theconsumer
The Brand Delights its consumers by exceeding
their expectations
Path to Advocacy
Promise Deliver Delight ™ Framework and the Path to Advocacy
Notice is when a brand gets on the radar of a consumer; when they see/hear
about it and consider
whether it is right for them.
Choose is the process the
consumer goes through when
trying to decide what brand(s)
make it to their short list – usually
based on it’s ability to meet their functional
and/or emotional needs.
Buy is when the consumer enters the store (on or of-line) and goes
through the process of
purchasing the brand –
sometimes referred to as the first ‘moment of
truth.’
Loyal is what
consumer is when they buy
again..
Use is when the consumer
uses the brand; not just when they unpack and use it for the first time
(second ‘moment of truth’), but
every time it is used.
A Fan is what a
consumer becomes
when they have been
well treated and feel
valued by a brand
organisation
Advocate is when a
consumer proactively talk about the brand in a positive way
to friends, families, etc.
Developing a Strategy
Gather all stakeholders
Review consumers current Path to Advocacy
Consider:
Levers (opportunities to exploit)
Blocks (issues to fix)
Agree levers and/or blocks to focus on
Design Brand Experiences that will WOW consumers
Andrew Weir
Brandexperiencematters.blogspot.com [email protected]