when sparks fly - whitney cornell scaa 2014
DESCRIPTION
When Sparks Fly! Connecting with Your Customer, From First Impression to Lasting Relationship. A presentation on identity development for small businesses. Presented at the Specialty Coffee Association of America Expo, Seattle, 2014. Presented by Whitney Cornell, Marketing Director, La Marzocco USATRANSCRIPT
When Sparks Fly! Connecting with your Customer, From First Impression to Lasting Relationship
Whitney CornellMarketing Director, La Marzocco USA
Slides: ADD LINK
“Compass Study” | Calsidyrose | Flickr | Creative Commons License
“A La Mode” | sea turtle | Flickr | Creative Commons License
Brand is not…
Logo Identity
Product
A brand is not what you say it is.
It is what they say it is.
The Brand Gap, by Marty Neumeier
Image courtesy of Ohmega1982 / FreeDigitalPhotos.net".
“Promise?”| Carmella Fernando | Flickr | Creative Commons License Image courtesy of CherylHolt / Public Domain Dedication.
Our brand promise is what we stand for in our customers’ lives.
What do you stand for?
How do you bring the promise to life and affect the gut?
Survival
Success
Transformation
Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Loyalty & Emotion
Differentiating
Basics
Image courtesy of Ohmega1982 / FreeDigitalPhotos.net".
“With Her Mixer” | Victoria Lahti | Flickr | Used with direct permission
TED | Creative Commons License
Dani Cone TED Talk:
https://www.youtube.com/watch?v=EU0B6KOKPrM
“A La Mode” | sea turtle | Flickr | Creative Commons License
Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Pie and Coffee
Welcome Home
Classic and innovative handmade pies
What does your pyramid look like?
How do you identify your promise?
The Focus Test
1. Who are you?
2. What do you do?
3. Why does it matter?
The Brand Gap, by Marty Neumeier
Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Loyalty & Emotion
Differentiating
Basics
How can you bring
your promise to life?
Three tools:
1. Positioning Statement
2. Persona
3. Sensory Experiences
1. Positioning Statement
The place (the position)
you occupy in the market,
crafted into a statement.
High 5 Pie Positioning Statement
High 5 Pie is the place
for classic and innovative handmade pies
that feels like home.
2. Develop your persona
Your most defining characteristics.
The person you want your customer to meet every time.
3. Build your sensory experience
“Sights, sounds, and smells can all evoke emotionally charged
memories.” - LiveScience.com, August 8, 2010
In reference to article within
Science Journal, August 2010
sight sound taste
touch smell
1. Focus test
2. Build your pyramid
3. Identify your promise
4. Bring your promise to life1. Positioning statement
2. Persona
3. Sensory experience
A brand is not what you say it is.
It is what they say it is.
The Brand Gap, by Marty Neumeier
Image courtesy of Ohmega1982 / FreeDigitalPhotos.net".
“Promise?”| Carmella Fernando | Flickr | Creative Commons License Image courtesy of CherylHolt / Public Domain Dedication.
Stay in touch
Whitney Cornell
La Marzocco USA
@whitcornell