Embed Size (px)
Citation preview
BRANDING
Welcome to the age of the customer
BRANDING
Brand for Value
Welcome to The Age of The customer — led by technology-empowered customers
1900
Age of manufacturingMass manufacturing makes industrial powerhouses successful
Source: Forrester Research, Inc.
Brand for Value
Welcome to The Age of The customer — led by technology-empowered customers
Source: Forrester Research, Inc.
1900
Age of manufacturingMass manufacturing makes industrial powerhouses successful
Age of distributionGlobal connections and transportation systems make distribution key
1960
Source: Forrester Research, Inc.
Brand for Value
Welcome to The Age of The customer — led by technology-empowered customers
1900
Age of manufacturingMass manufacturing makes industrial powerhouses successful
Age of distributionGlobal connections and transportation systems make distribution key
Age of informationConnected PCs and supply chains mean those that control information flow dominate
1960 1990
Source: Forrester Research, Inc.
Brand for Value
Welcome to The Age of The customer — led by technology-empowered customers
1900
Age of manufacturingMass manufacturing makes industrial powerhouses successful
Age of distributionGlobal connections and transportation systems make distribution key
Age of informationConnected PCs and supply chains mean those that control information flow dominate
Age of the customerEmpowered buyers demand a new level of customer obsession
1960 1990 2010
Source: Forrester Research, Inc.
Brand for Value
Welcome to The Age of The customer — led by technology-empowered customers
1900
Age of manufacturingMass manufacturing makes industrial powerhouses successful
Age of distributionGlobal connections and transportation systems make distribution key
Age of informationConnected PCs and supply chains mean those that control information flow dominate
Age of the customerEmpowered buyers demand a new level of customer obsession
1960 1990 2010 Beyond
A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Source: Forrester Research, Inc.
Brand for Value
Power has shifted from seller to buyer…
Institutions
Customers
PriceLocation
Information
PREVIOUS
Source: Forrester Research, Inc.
Brand for Value
Power has shifted from seller to buyer…
TechnologyInstitutions
Customers
PriceLocation
Information
NOW
Source: Forrester Research, Inc.
Brand for Value
Power has shifted from seller to buyer…
NOWPREVIOUS
TechnologyInstitutions
Customers
PriceLocation
Information
Institutions
Customers
PriceLocation
Information
Source: Forrester Research, Inc.
Brand for Value
Because knowledge is democratized...
Wherebuyers getinformation
Pre-Web
• Salespeople
• Brand perceptionWhat buyersknow beforeseeking sellers
Source: Forrester Research, Inc.
Brand for Value
Because knowledge is democratized...
Wherebuyers getinformation
Pre-Web
• Salespeople • Google• Your website
• Brand perception • Brand perception• Features/benefits• Alternatives
Web 1.0
What buyersknow beforeseeking sellers
Source: Forrester Research, Inc.
Brand for Value
Because knowledge is democratized...
Wherebuyers getinformation
Pre-Web
• Salespeople • Google• Your website
• Peers/colleagues• Experts• Your customers
• Brand perception • Brand perception• Features/benefits• Alternatives
• Brand perception• Features/benefits• Prices• Alternatives• Comparisons• Reputation• Customer opinions
Web 1.0 Social Web
What buyersknow beforeseeking sellers
Source: Forrester Research, Inc.
Brand for Value
Welcome to the age of the customer
Brand for Value
Welcome to the age of the customer
CUSTOMER
Brand for Value
Our Product / Service
Define the Attributes & Values
CUSTOMER
Welcome to the age of the customer
Brand for Value
Our Product / Service
Define the Attributes & Values
Welcome to the age of the customer
CUSTOMER
What problem do we solve?
Brand for Value
Our Competition
Our Product / Service
Define the Attributes & Values
What are they saying about themselves?
What differentiates them?
Welcome to the age of the customer
CUSTOMER
What problem do we solve?
Brand for Value
Our Competition
Our Product / Service
Define the Attributes & Values
What are they saying about themselves?
What differentiates them?
Welcome to the age of the customer
CUSTOMER
What problem do we solve?
What is our differentiation?
Brand for Value
Our Competition
Our Product / Service
Define the Attributes & Values
What are they saying about themselves?
What differentiates them?
CUSTOMER
Welcome to the age of the customer
Our Audience
Users, Buyers, influencers. Define the personas, what are their pains?
What is important to them?
What is our differentiation?
What problem do we solve?
Brand for Value
Our Competition
Our Product / Service
Define the Attributes & Values
What are they saying about themselves?
What differentiates them?
CUSTOMER
Welcome to the age of the customer
Our Audience
Users, Buyers, influencers. Define the personas, what are their pains?
What is important to them?
Who are we talking to?
What is our differentiation?
What problem do we solve?
Brand for Value
Our PlatformsOur Competition
Our Product / Service
Define the Attributes & Values
What are they saying about themselves?
What differentiates them?
OnlineSocial media
ForumsGroups
OfflineTrade showsConferences
Meet upsMeetings
CUSTOMER
Welcome to the age of the customer
Our Audience
Users, Buyers, influencers. Define the personas, what are their pains?
What is important to them?
Who are we talking to?
What is our differentiation?
What problem do we solve?
Brand for Value
Our PlatformsOur Competition
Our Product / Service
Define the Attributes & Values
What are they saying about themselves?
What differentiates them?
OnlineSocial media
ForumsGroups
OfflineTrade showsConferences
Meet upsMeetings
Our Audience
Users, Buyers, influencers. Define the personas, what are their pains?
What is important to them?
Who are we talking to?
CUSTOMERWhat is our
differentiation?
Welcome to the age of the customer
What problem do we solve?
Where do we meet them?
ozbranding.co.il BRANDING
