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Our perspective on how to turn customers into fans by building brand love.
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QUESTION: WHAT IS THE KEY TO LONG TERM
BRAND AND COMMERCIAL SUCCESS?
MANAGING YOUR BRAND’S RELATIONSHIp WITH CONSUMERS IS SIMILAR TO DATING. Even the language of modern branding takes cues from relationships, ‘attract’, ‘engagement’, ‘loyalty’....
THREE STAGES Of LOvE
RELATIONSHIp
BRAND
According to leading relationship expert Helen Fisher, there are three stages of Love: lust, attraction and attachment.
Brands go through the same phases with consumers as partners do in relationships
AttAchment
LoyALty And engAgement
AttrAction
UsAge driving freqUency
LUst
Promotion, driving triAL
short termbehaviouralresponses
long termbrand preferences
emotional brandassociations
rational product &pricing messages
system 2
system 1
Creating emotional ConneCtion drives the deepest relationships
HOW TO DRIvE BRAND LOvE?The process often involves:
1) Identifying the prospect and strategy that will inspire desire and land you the first date (promotions and purchase),
2) Igniting a spark that inspires more dates (great product leads to repeat business).
3) Consistently deliver wonderful experiences (customer service).
4) Provide unexpected events (product/service innovation), which will inspire attachment, moving the relationship to the next level of love (advocacy) and commitment (loyalty).
16%
Source:
2. BEST EXPERIENCES
1. NEVER LETS YOU DOWN
3. OVER DELIVERING ON PROMISE
4. SURPRISING
5. STaNDS BY BELIEfS
6. DIffERENT
WE NEED TO IDENTIfY ThE BIGGEST BaRRIERS TO OVERCOME
CRITERIA fOR SUCCESS
Key drivers of achieving best loved brand status.
Source:
STAKEHOLDERSvISION OUTCOME REpUTATION
BUSINESS GOAL:Double the size of the business by 2019 (5 year plan)
PERFORMANCE
BRAND GOAL:Increasing brand consideration and purchasing intent
AWARENESSPREFERENCETRUST
COMMS GOAL:Inspire people to speak well of / recommend the business
ADVOCACYBRAND LOVE
CUSTOMERS& SUPPLIERS
EMPLOYEE’S
KOFs
INVESTORS
GOVERNMENT
MEDIA
REGULATORS
COMMUNITIES
A STRONG, GROWING,
RESpONSIBLE COMpANY THAT
ENGAGES ME pERSONALLY
HOW DO WE GET THERE?
Aligning business, brand and communication goals.
Five gUiding prinCiples that help
BUild Brand love
1. fACILITATE pASSION DRIvEN BEHAvIOURSReflecting strong desires to use the brand, to invest resources into it and to interact frequently with it.
Consumers are increasingly on a journey along the “path to purpose” rather than the “path to purchase”. A recent study suggested consumers choose brands that engage them on points of passion and interest 42% more often than they choose competing products which simply urge them to buy the goods being advertised.
2. BUILD BRANDS THAT SYMBOLISE OR fACILITATE SELf BRAND INTEGRATIONBrands need to connect to life’s deeper meanings and important values – self alignment features here.
3. CREATE pOSITIvE EMOTIONAL CONNECTIONS
WITH THE BRANDNot just positive feelings, but a sense of attachment, bonding, an old friend.
An intuitive feeling of rightness about the brand.
Expertise and advice features here, create and leverage a feeling of anticipated separation distress if the brand were to go away.
5. MAINTAIN A LONG TERM RELATIONSHIp WITH THE BRAND
MOvING fORWARDDeliver intrinsic over extrinsic motives or rewards with marketing programs
that are frequent and on-going rather than one-shot and trial.
Want to tUrn YoUr CUstomers into Fans?
talK to one oF the team here at Forever Beta to see Where We Can help.
Call andY BrYant on: +44 (0) 7776 293911
or e-mail him at [email protected]