SlideShare featuring

Bruce Philp and Nick Stein

The Four Motivations that

Drive a Winning Brand

The Four Motivations that Drive a Winning Brand

Presenters:

Bruce PhilpSpeaker and Principal, Heuristic Branding, Author of Consumer Republic@brandcowboy

Nick SteinSVP of Marketing,Vision Critical@stein_nick

A brand is like an election campaign that never ends. To win the game, companies must understand the four

motivations that drive brand choice today.

• Consumers don’t make choices or form preferences by analysis. They look for heuristic shortcuts.

• For a brand, shortcuts come from your narrative. The bias created by your story so far forms the context for judging what you do next.

• Bottom line: Fearlessly monitoring brand health is essential.

Motivation #1: Heuristics: Narrative Rules

• Image around shared values

• More and more, people are choosing the company that made a product rather than the product itself.

• Customers judge a company by its apparent values: Does this company’s purpose align with their purpose?

• Bottom line: To really connect with customer, don’t stop at what they ‘want’. Understand the role your product plays in their lives.

Motivation #2: Role of Shared Values

• For post-industrial brands, your bottom line depends on how many people believe you won’t let them down.

• Enterprise value is tied to how willing people are to trust your brand. • Bottom line: Trust begins with listening, and it should be the biggest

instrument on your brand health dashboard.

Motivation #3: Trust is Capital

• Innovators are poor predictors of mass market behavior because they don’t share the values of the majority. The most enthusiastic consumers can actually lead you astray.

• Bottom line: Avoid echo chambers. Listen to the voices of real people, including the customers you don’t have yet. They’ll decide your future.

Motivation #4: The Majority Decides

How To Put These Lessons Into Practice

Your (Engaged) Customers are Your Last Competitive Advantage. In order to compete, companies need to find a way to develop deeper, more meaningful

relationships with customers.

That Means Rethinking How We Engage with Customers

Customers Expect to be Treated as Real People, Not Data Points

Behavioral

(What customers do)

Transactional

(What customers buy)

Attitudinal & Emotional

(What customers think and feel)

Social

(What customers say)

For companies, the Holy Grail is a 360-degree understanding of their customers. Not just what they buy, but why they buy it. Not just what they

say, but what they think and feel. This is true customer intelligence.

Developing a three-dimensional understanding of customers enables companies to be proactive – to anticipate the needs of their customers.

True Customer Intelligence Delivers Better Business Outcomes

Higher Customer Retention Increased ProfitsIncreased Revenues

55% 30% 23%

*Enterprise Social Collaboration: The Collaborators’ Advantage, Aberdeen Group, 2013*Gallup Study on Customer Engagement

ON-DEMAND WEBINARHow NASCAR Increase Fan Engagement and Drives Business Decisions

WATCH NOW: www.visioncritical.com/nascar-fan-engagement

ON-DEMAND WEBINARThe Secret to Better Customer Engagement Featuring World Vision

WATCH NOW: http://www.visioncritical.com/secret-better-customer-engagement