BRAND LOYALTY Maintaining relevancy and trust with customers in an increasingly busy and fragmented landscape

@samchatwin

WHERE WE’RE AT

BRAND TOUCHPOINTS

Brand

Business Cards

Presentations

AdvertisingEnvironments

Voicemails

Publications

Packaging

Website(s)

Vehicles

Newsletters

Direct Mail

ProposalsEmails

Networking

Word of Mouth

Exhibits

Experiences

Services

Products

Social Media

Trade Shows

Telephone

Public Relations

Services

Web Banners

Billboards

Signage

Blogs

brands

industries

people worldwide

countries

100012

300,00034

Source: Meaningful Brands. http://www.meaningful-brands.com/

7%Western Europe

35%Latin America

60%Emerging Asia

5%North America

11%Developed Asia

45%Middle East

9%Eastern Europe

Source: Meaningful Brands. http://www.meaningful-brands.com/

Deliver 100% more KPI outcomes

On average gain 46% more share

of wallet

Outperform the stock market

by 133%

Source: Meaningful Brands. http://www.meaningful-brands.com/

RELEVANCY

Customers

Customers Personalise

Customers

Join the conversation

Personalise

Customers

Join the conversation

Add value

Personalise

‘their daily email newsletter of aggregated stories is worth the price of a subscription alone’ Source: econsultancy

TRUST

43%

47% Owned media

48% Social media

53% Hybrid media

62% Traditional media

64% Search engines

45%

52%

62%

67%

2012 2013 2014 2015

Source: 2015 Edelman Trust Barometer http://www.edelman.com/2015-edelman-trust-barometer/

2014 2015

More trust

*% of countries in which trust decreased

Less trust

Tech

nolo

gy

Cons

umer

ele

ctro

nics

Auto

mot

ive

Ente

rtai

nmen

t

Food

and

bev

erag

e

Cons

umer

pac

kage

d go

ods

Brew

ing

and

spiri

ts

Tele

com

mun

icat

ions

Phar

mac

eutic

als

Ener

gy

Cons

umer

hea

lth

Chem

ical

s

Fina

ncia

l ser

vice

s

Bank

s

Med

ia

50%

80%

78%

77%

75%

72%

71%

66%

67%

67%

67%

66%

66%

63%

63%

64%

63%

61%

61%

61%

60%

61%

60%

57%

57%

53%

53%

52%

51%54

%

54%

80%

*

74%

*

67%

*

Source: 2015 Edelman Trust Barometer http://www.edelman.com/2015-edelman-trust-barometer/

Capabilities

Capabilities Intentions

100 103 106 109 112 115 118 121 124 127 130

Google

Waitrose

Audi

Samsung

Cadbury

Boots No.7

Volkswagen

BBC

Colgate

John Lewis

Intentions trust Capability trustUK top 10

Source: Millward Brown Brandz

Content

‘Content is king’ Bill Gates

Content Authenticity

‘Branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.’ Wally Olins

A SINGLE BRAND EXPRESSION

Content Authenticity Design

Content

Social proofing

Authenticity Design

Content

Social proofing

User experience

Authenticity Design

SPEED

Content

Social proofing

User experience

Authenticity

Service

Design

GET TO THE POINT

‘If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.’ Jonathan Ive

THANK YOU

@samchatwin