1. WINNING AND RETAINING CONSUMER LOYALTY IN A RAPIDLY CHANGING WORLD Udeme Ufot December 2010 MOST TRUSTED BRAND AWARDS NIGERIA,2010

7. THE TIMES THEY ARE A CHANGING …. The Information Economy The Attention Economy The Knowledge Economy The Experience Economy THE ATTRACTION ECONOMY All about connections between people and brands, products…The emotional contract

9. The only currency of any sustainable value in the Attraction Economy is ideas that attract consumers.

10. For the consumers, as their choices grow wider, their loyalty to brands that don’t touch them in any personal way becomes shaky.

11. Brands need to get more emotional and begin to consciously build deep and lasting emotional connections with consumers.

12. How do brands create and build deep emotional connections with consumers that will make them become passionate advocates for the brand?

14. What are Lovemarks Lovemarks are brands that inspire action & loyalty beyond reason The degree to which a brand is a Lovemark can be measured by the behaviour of the brand users. What level of loyalty do they exhibit? What level of preference do they express?

15. Lovemarks are brands that people love passionately… sometimes beyond obvious reason… for example, English Premiership clubs & their fans.

16. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” (Donald B. Calne – Professor of Neurology – University of British Columbia) Human beings are powered by emotion not reason

18. "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Maya Angelou

19. Only Lovemarks explain why some brands, events, or experiences enjoy deeper emotional connections with the people they touch.

20. Defined by the attitudes and lifestyle of it consumers. Harley Davidson does not sell motorcycles. They sell a rebel lifestyle. Suzuki Harley Defined by features and Performance

21. Owned by people. Consumers are the people we should be paying attention to – understand what matters to them.

22. RESPECT LOVE + TRUST Reliability Honesty Ease Openess Security PERFORMANCE Innovation Quality Service Identity Value REPUTATION Leadership Responsibility Efficiency Heritage Respect and Love TWO COMPONENT OF LOVEMARKS

23. BRANDS High Respect Low Love PRODUCTS Low Respect Low Love FADS High Love Low Respect High Love High Respect LOVEMARK QUADRANT

24. Enthuser: Consumers who monitor, critique, set new trend, spread word-of-mouth, or engage with a brand through actions beyond purchasing but not connected on a long-term basis. User: Consumers who use a product without emotionally connecting or engaging in action beyond random purchase. Low loyalty, vulnerable to competition. Chooser: Consumers who rationally connect with a brand long-term but who do not engage in action toward the brand’s producer beyond always choosing it. Speak in terms of benefits & attribute words. Successes built on the ‘er’. Inspirational Consumer: Long-term emotionally connected consumers who inspire action in others by taking steps to ensure the success of the relationship they “own” by whatever means possible. CONSUMER ACTION/ENGAGEMENT

27. Brands too often become trapped around here Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about LOVEMARK

28. And start battling each other for differentiation – often rationally Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about LOVEMARK

29. Need to break out to find a more EMOTIONAL territory where the brand becomes something people care about, LOVE and identify themselves Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about LOVEMARK

32. SENSUALITY

33. INTIMACY

36. Great brands have always been surrounded by great stories. Every brand has a story – the best one often come from consumers

37. Dreams is the key motivations for human actions and decisions. It is personal, possessive and aspirational

38. People live for adventure, anticipation and surprise

41. The ten conditions common to all Lovemarks 1 2 3 4 5 6 7 8 9 10

42. CONSUMER UNDERSTANDING 1 A lovemark acts from an intimate understanding of customer needs and desires

43. ONE WORD EQUITY 2 A lovemark captures its emotional essence in a single word Optimism Pride Perfection Curiosity Invincible

44. ATTENTION 3 A lovemark surges through the clutter with ideas, emotions and experiences

45. EMOTIONAL CONNECTIONS 4 A lovemark acts on the fact that human beings make their decisions emotionally

46. LOCAL CONNECTIONS 5 A lovemark keeps relationships alive with insights from the local USA Football UK Football

47. CUSTOMER OWNERSHIP 6 A lovemark is only a lovemark when its customers says so

48. DISTINCTIVITY 7 A lovemark is distinctive and easily recognized

49. TRANSPARENCY 8 A lovemark connects the company with its people and its brands

50. TOTAL EXPERIENCE 9 A lovemark designs compelling and sensuous experience at every point it touches people

51. NURTURE THE FUTURE 10 A lovemark fosters long-term relationships with constant attention

53. SUMMARY “ Great companies pay attention to every point of interaction with the customer. That’s how great companies become great brands.” Claude Singer: Branding Worlds Collide.

54. SUMMARY “ Lovemarks is the ultimate in brand status… A stage in brand evolution to assuming a special place in the heart of the consumer where it becomes virtually unassailable engendering cult like belief and followership – the Superbrand.” Kevin Roberts Worldwide CEO Saatchi & Saatchi.