Integrated Brand Experience

Transcript

1. INTEGRATED BRAND EXPERIENCE
2. The most successful brands today are ones that deliver feelings and emotions
4. HOFFSTEDE CULTURAL ONION
5. Brand Values Brand Rituals Brand Codes Brand Experiences Brand Experiences Brand Culture Framework
6. Customer Experience Map
7. Customer experience is a multidimensional construct focusing on a customer’s cognitive, emotional, behavioral, sensorial, and social responses to a firm’s offerings during the customer’s entire purchase journey. Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), pp.69-96.
8. Three Critical Questions- Journey Map 1. Who is the customer?- The Persona 2. How does he buy/consume/use? What path does he take to purchase, use, connect, re-buy – The Journey 3. What does he feel/his emotions/experience at each touch- point? – The Experience
10. Sensory Branding Uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers' minds by appealing to their senses.
12. Sensory Branding 1. Sensory Branding creates emotional and experiential associations with brands. 2. Sensory Branding helps influence and control brand perception. 3. Sensory Branding arouses curiosity and interest.
13. Applying the experience map helps to assess a wide array of touchpoints for the brand
14. 1. Rdf. LOOK Symbols- logos, colors. graphics Digital- website, social media Traditional- POS (point of sale), packaging ACT Brand culture, values, rituals, ambassadors, internal and external branding practices, experience created, CSR activities HEAR Brand name, voice, tone, music, jingles, taglines, brand storytelling FEEL Brand touch, activations, shape of product, engagement with stakeholders, brand environment and ambience Brand Experience Wheel
16. When the Strategy is right; what differentiates you is the experience you create!