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Slide 1: How to Put Your Brand at the Center of Your Business American Marketing Association January 18, 2005
Slide 2: © Landor Associates How to put your brand at the center of your business Page 2
Slide 3: A brand is a promise …not lipstick on a gorilla © Landor Associates How to put your brand at the center of your business Page 3
Slide 4: A Differentiated, ‘On-Brand’ Experience Chauffeur pickup or Limo-bike Drive-thru check in Clubhouse Lounge – bar, salon, video games On-board bar, Revivals lounge – Complementary onward travel massage, games, shower, valet, acclimatise 45 channel entertainment Virgin Atlantic Customer Journey © Landor Associates How to put your brand at the center of your business Page 4
Slide 5: Magnetic North © Landor Associates How to put your brand at the center of your business Page 5
Slide 6: Brand Engagement is... Turning your people into advocates… who understand, act and evangelize the brand — across every point of touch and in all they do. Creating brand-led behavior so it becomes… ‘The way we work around here’ © Landor Associates How to put your brand at the center of your business Page 6
Slide 7: The Payoff: Direct Correlation Degree of Brand Engagement .91 Customer Commitment .77 Profitability Strength of relationship (0 -1) Source: Research International Database © Landor Associates How to put your brand at the center of your business Page 7
Slide 8: Engagement, Image & Profitability Comparative Brand Image Team performance Profitability: lowest highest Brand Engagement Source RI database: Telecom Operator © Landor Associates How to put your brand at the center of your business Page 8
Slide 9: Convictions
Slide 10: Be clear about what makes you special and different If you can’t pinpoint it, neither can they © Landor Associates How to put your brand at the center of your business Page 10
Slide 11: Push vs. pull Awareness is ‘easy’; true engagement and action are not © Landor Associates How to put your brand at the center of your business Page 11
Slide 12: Change the emphasis Provoking emotion, not just making sense © Landor Associates How to put your brand at the center of your business Page 12
Slide 13: Leaders must lead Active participation, not just endorsement © Landor Associates How to put your brand at the center of your business Page 13
Slide 14: ‘Outside in’ approach Focus on delivering a compelling customer experience, not introspection © Landor Associates How to put your brand at the center of your business Page 14
Slide 15: Action! Drive behaviors that can be measured and recognized © Landor Associates How to put your brand at the center of your business Page 15
Slide 16: Patience is a virtue Real change takes time; it’s not a one-off event or workshop © Landor Associates How to put your brand at the center of your business Page 16
Slide 17: The Actions Behind the Convictions 1. Put yourself in your customer’s shoes - focus on the experience 2. Make the vision real and tangible 3. Drive action 4. Recognize and celebrate © Landor Associates How to put your brand at the center of your business Page 17
Slide 18: 1. Put yourself in your customer’s shoes © Landor Associates How to put your brand at the center of your business Page 18
Slide 19: Customer Journey A framework for how the brand comes to life for customers Example stages of a customer journey The Customer Journey maps out.. Each stage of the journey and key touchpoints at each stage Customer needs/core insights The brand experience delivered — actions and behaviors The rules of engagement (on/off brand criteria) © Landor Associates How to put your brand at the center of your business Page 19
Slide 20: Actions and Behaviors More impact ‘Quick wins’ Easier to implement ‘Stretch goals’ More difficult to implement Less impact How to put your brand at the center of your business © Landor Associates Page 20
Slide 21: What we Expect to Happen Customer Journey A snapshot of where you should be, from the customer‘s point of view A different way of looking at and measuring brand delivery—the scorecard Common frame of reference (customer) for the organization Everyone sees how and where they contribute to the customer …creating differentiation at key points Organization moves together toward common customer-inspired goals © Landor Associates How to put your brand at the center of your business Page 21
Slide 22: 2. Make the vision real and tangible © Landor Associates How to put your brand at the center of your business Page 22
Slide 23: Find Something Symbolic Freeserve Kick! © Landor Associates How to put your brand at the center of your business Page 23
Slide 24: Future Box – ‘What Could be’ Inspires the entire organization Makes the brand tangible Platform for new thinking and innovation © Landor Associates How to put your brand at the center of your business Page 24
Slide 25: What we Expect to Happen Making the Vision Real and Tangible Helps people to act by showing what could be done Generates new thinking about what can be done Creates excitement about the future © Landor Associates How to put your brand at the center of your business Page 25
Slide 26: 3. Drive action © Landor Associates How to put your brand at the center of your business Page 26
Slide 27: Action Comes From Involvement and Dialogue Inspiration Immersion Understanding Action Events, tools and games bring the program to life © Landor Associates How to put your brand at the center of your business Page 27
Slide 28: Inspire People - Events © Landor Associates How to put your brand at the center of your business Page 28
Slide 29: Action - Brand into Action Workshops Volvo Trucks © Landor Associates How to put your brand at the center of your business Page 29
Slide 30: What we Expect to Happen Events and Workshops Organization moves beyond talk to committing to real change Everyone understands their role, and its implications, in delivering the brand Everyone leaves knowing what they must do © Landor Associates How to put your brand at the center of your business Page 30
Slide 31: 4. Recognize and celebrate © Landor Associates How to put your brand at the center of your business Page 31
Slide 32: Annual Awards BP Helios awards recognizes ‘onbrand’ behavior A way to track ‘engagement’: 23% increase in entries for 2003 Helios over 2002 awards © Landor Associates How to put your brand at the center of your business Page 32
Slide 33: Recognizing Achievements © Landor Associates How to put your brand at the center of your business Page 33
Slide 34: What we Expect to Happen Recognize and Celebrate People stay engaged with the brand over time Promotes a culture of ‘those who do’ get rewarded Supports global knowledge-sharing © Landor Associates How to put your brand at the center of your business Page 34
Slide 35: How you do it… Depends on you © Landor Associates How to put your brand at the center of your business Page 35
Slide 36: Brand Engagement Process Prepare Launch Activate Reinforce Stakeholder assessment Planning & strategy Brand Launch Forums Launch Support Brand Film Brand Book Brand into Action Workshops Measurement Operational changes Ongoing Communications & feedback Ongoing Internal Communications Showcase Best Practice Steering Groups— Planning Workshops Senior Management Briefings & Buy-in Launch Communications Brand Champion Network Pulse surveys Reward, Recognition & Remuneration Pulse surveys Awards Programme Appraisals Brand Champion Area “Brand engagement resource center” Brand Center Universal access “Brand resource center”
Slide 37: The End Game © Landor Associates How to put your brand at the center of your business Page 37
Slide 38: Thank you!