iMedia March Brand Summit: Keynote the Power of Brand Relationships

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iMedia March Brand Summit: Keynote the Power of Brand Relationships

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  • 1. The Power of Brand Relationships March , 2011
  • 2. Three Steps Ahead
  • 3.
  • 4. Non-Conscious Decisions
  • 5. 15% Conscious Interactions are everything that a company does and says in an attempt to influence current and prospective consumers 85% Non-Conscious Relationships form the context the consumer has with the brand and the filter they use to process and interpret interactions and choices How We Choose
  • 6. Non-Conscious Processes Awe Exploration Harmony Reflexes Memories & Values EmotionalWants & Desires Intuition
  • 7. . and Relationships
  • 8. Powerful Relationships
  • 9. The faith of Christianity
  • 10. The Reward Center (Nucleus Accumbens)
  • 11. 12 Stronger Brands 12 Weaker Brands
  • 12. Strong relationships Strong Brands Christianity Weak relationships BRANDscan 0248343 // BRANDscan 038471
  • 13. Brand Relationship Drivers A Clear Vision Storytelling Sensory Appeal Symbols Rituals Evangelism Enemy Sense of belonging Grandeur Mystery
  • 14. Barbie & Kens Relationship
  • 15. Evangelism by will.i.am at Intel
  • 16. Brand Grandeur
  • 17. American Digital Idol
  • 18. Brand Relationship Drivers Tracking Research Conscious Measure
  • 19. Brand Relationship Drivers Tracking Research Non-Conscious
  • 20. Brand Relationship Drivers Key Drivers of Favorability Apple Google 1. sensory 1. belonging 2. symbols 2. sensory 3. storytelling 3. symbols
  • 21. Key Questions
  • 22. Most Desired Brands
  • 23. Top 10 Most Desired Brands
    • Top 10 for Women
    • #1 Johnson & Johnson
    • #2 Sony
    • #3 Kleenex
    • #4 National Geographic
    • #5 MasterCard
    • #6 Google
    • #7 Amazon
    • #8 Visa
    • #9 General Electric
    • #10 Toshiba
    Top 10 for Men #1 Crest #2 BMW #3 National Geographic #4 Panasonic #5 Hyundai #6 Kleenex #7 Coca-Cola #8 Microsoft #9 Tide #10 Lexus
  • 24. Measuring Brand Signal Strength
  • 25. Money $8 Million Time > 6 Years Consumer Data > 2500 Respondents
  • 26. Neurotypes
  • 27. Shower of Media-fetti
  • 28. Three Steps Ahead
  • 29. Thank You [email_address]