creating confidence in your brand through an enhanced user experience - presented by john hinder,...
DESCRIPTION
For the complete presentation, see http://bit.ly/NqxGwY. Alternatively, please visit http://www.customerexperiencefinance.com/share.TRANSCRIPT
1
John HinderHead of Digital ExperienceScottish Life
Creating confidence in your brand through an enhanced user experience
2
3 things I was asked to cover
Understand how to implement a strategy that serves to increase trust in your brand
Understand how to implement a strategy that serves to increase trust in your brand
Establish why a superior customer experience goes hand-in-hand with brand confidence
Establish why a superior customer experience goes hand-in-hand with brand confidence
Distinguish how you can proactively demonstrate that your organisation is a credible and relevant player in the changing market place
Distinguish how you can proactively demonstrate that your organisation is a credible and relevant player in the changing market place
Today’s topics
What is a brand?A quick look at customer experienceHow they fit togetherWhy do people trust brands?Harnessing brand trust
Today’s topics
What is a brand?A quick look at customer experienceHow they fit togetherWhy do people trust brands?Harnessing brand trust
3
The history of brands
brandrold norse meaning "to burn”
brandrold norse meaning "to burn”
4
The industrial revolution
5
It’s more than a logo
The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.David Ogilvy
A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. American Marketing Association
To put it at its simplest, a brand is a promise.
Any brand is a set of perceptions and images that represent a company, product or service. Persuasive Brands
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.Seth Godin
6
Let’s simplify things...
1. Your brand is your reputation
2. You don’t own your brand, your customers do
Your brand is what your customers think of you