why branding is impt 090511020023 phpapp01

7/25/2019 Why Branding is Impt 090511020023 Phpapp01

1/23

WHY BRANDING

IS IMPORTANT

And how totake it to thenext level


2/23

WHY YOU SHOULD

HATEBRANDING

$


3/23

$


4/23

WHY WE SHOULDLOVEBRANDING

Brandin !or"e# anaeentto arti"%late& 'lanand anaewhat the( want the )rand toa"hieve !or the orani*ation

over the next +,- (ear#& relativeto "%#toer rowth& reven%eand 'ro!it "ontri)%tion#.

(1 reason)


5/23

Brand /on#%er#

/o'an(

In!oration0 in'%t

Innovation0 exe"%tion

1al%e 0relation,#hi'

Profits


6/23

WHY WE SHOULD LOVEBRANDING(the other, more

important, reason)

Heuristics


7/23

i2od

v#

.3%ne

4a()ank v#. /I4B

5o(o

tav#.H

onda

RA4v#.'ro"e##or#'eed

6ire!o

xv#.S

a!ar

i

AirA

#ia

v#.

4AS

Ban#ar v#. Daan#ara Heiht#

2ASv#.BN

Diitalv#

.traditio

nal

6oot)allv#.!%t#)all

Boldv#.

itali"

Star)%"k

#v#./

o!!eeB

ean

Sale#v#.'ro!ita)ilit(

S$allweddinv#.exoti"

hone($oon

We)7.8

v#.We)

9.8


8/23

:B%(er# ake o#t de"i#ion# )( rel(in ontheir two,#e"ond !ir#t i're##ion# )a#ed on#tored eorie#& iae# and !eelin#.;

Blink: The Power of Thinking Without ThinkingB( 4al"ol Gladwell

:Be"a%#e )rand,in!l%en"ed he%ri#ti"# i'a"t

)%(er de"i#ion,akin& "o'anie# with #tron)rand# o!ten have )etter !inan"ial 'er!or,an"e. 5he he%ri#ti"#%#ed )( 'otential )%(er#lead to reater a""e##& #horter #ale# "("le#&lower 'ri"e #en#itivit(& )etter o'enne##& and

ore !orivene## !or i#take# !or well,)randed"o'anie#.;

Business Market Management: Understanding,Creating, and eli!ering "alue

B(


9/23

Ba)(

MOTIONSoe


10/23

SALE!

B = T + V + E


11/23

SALE!1. Pri is t" o#$% &'% to (iffr#ti't

fro) o)*titio#

. D,ri#- $'st *"'s of *ro(,t %$

. N& *ro(,t is /i#- i#tro(,(


12/23

QuickTime and ampeg4 decompressor

are needed to see this picture.

Stratei" )randin


13/23


14/23

7==8#

#eatures

7>88#

Benefits

7>?8#

$%perien&e


15/23

7>=8#

'dentifi&ation

9888#

egments

988? ,@

Conte%t ased


16/23

PASSION

Deora'hi"#&

et".

/olla)orative !ilterin

Attit%dinal

So"ial edia

2er#onal

Behavio%ral

S0E0G0M0E0N0T0A0T0I0O0N


17/23

Se$

entatio

nBrandin

2ro$otion 2a##ion


18/23

TRIBAL BRANDING

ense efine eli!er ustain

5ri)al t('e#

2a##ion that%nite#

5ri)al val%e#

Leader#Cin!l%en"er#

Re%ire,ent# !orval%e

And ore

2%r"ha#e 0other trier#

How do (o%eetCena)le'a##ion

Di!!erentia,tion

How do (o%"o%ni"ate

How do (o%enae

4e##ae#

And ore

O'erationalex"ellen"eF#ervi"e&%alit(%''ort& et".

/on#i#tent 0"oittedenaeent

E"onoi"&

ex'eriential 0eotionalval%e

4ea#%re,ent

6o"%# onretention

En"o%rae0 in"or'oratein'%t

InnovateDevelo'new #o%r"e#o! val%e

S%''ort"%#toer# 0the tri)e

/ontin%o%#i'roveent


19/23

HOW WE /AN ENABLE

5ain& We) 9.8& U#er Generated /ontent& S%rve(#&

Intera"tivit(& Gae#& Stakeholder 2anel#& Review&2er#onali*ation& Word,o!,4o%th& Event#&Deon#tration#& 2%r"ha#e& 5rial& Sa'lin& S%)#"ri'tion&Download& Bookark& 1i#it& Brand A)a##ador&

4ea#%reent& /%#toer /o,"reation& /onver#ation&Link#& /li"k Strea#& RSS !eed#& Ado'tion& Adverti#in&2a##,alon#& 1ideo#& 2od"a#t#C1id"a#t#& 6a"e)ookGro%'#& 6or%#& U#er /on!eren"e#& Seinar#CWe)inar#&

Rankin& Re!erral#& Retention& Evaneli#& 2R& Blo#&5witter& Dialo& So"ial Bookarkin& 5e#t Drive& /o%'onRede'tion& Download#& Inve#tent and ore

ENGAGE4EN5 WI5H YOUR BRAND


20/23

7. How do (o% "reate a "%#toer ex'erien"ethat drive#eotion and en#%re# lo(alt(

9. What i# the )e#t wa( to di!!erentiate (o%r ex'erien"e#!ro (o%r "o'etitor#& and to ake thi# di!!erentiationvi#i)leto (o%r "%#toer# and 'ro#'e"t#+. How do (o% en#%re that !ront,liner# "on#i#tentl( delivera

%alit( "%#toer ex'erien"e F#ta(in on,)rand

SMART BRAND UESTIONS


21/23

PROBLEM2

One o! US lare#t )ank#o'eration# in 9- "o%ntrie#

98&888 e'lo(ee#

2er!oran"e wor#t aon "o'etin

)ank#E'lo(ee orale low talent leavin

New low in #to"k 'ri"e

7C+ o! new "%#toer# leave in 7#t (ear

New /EOJ 1i#ion K :!o"%# on "%#toer ex'erien"eto )e o#t adired !inan"ial in#tit%tion in the

arket# we #erve;


22/23

* strategi& themes 'nitiati!es Pa+offs

Enhan"e

#hareholder val%e

Be the 5r%#tedAdvi#or

Exe"%te :7e(;

:Be 2ro%d to Beat e(;

Live the e(1al%e#

5rain e'lo(ee# to

!ollow %' 'roi#e#

M%e#tion #kill# to%nder#tand "%#toerneed#

Interated#ol%tionC"ro##,#ellin#kill#

Sinle teaanae# 7 "%#toer

relation#hi'E'lo(eere"onition !or"%#toer !o"%#

/ro##,#ellin

in"rea#ed !ro 9.to -.-

De'o#it# %' 7

Earnin# %' +?

Retention ro#e -

E'lo(eeenaeent went!ro +.P= to .9?

SOLUTION2 BETTER 3USTOMER E4PERIEN3E


23/23

5hank (o%

Ni"k Wreden

Ni"kwredenQail "o

why branding is impt 090511020023 phpapp01

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