1. Loving the brand, living the brand
Richard.Beevers@CustomerPlus.co.uk

2. We fulfill dreams through the
experience of motorcycling,
by providing to motorcyclists and to
the general public an expanding line of
motorcycles and branded products and
services in selected market segments.

3. Which are the world’s
10 most loved brands?

4. Source: Richard Beevers, Customer

5. Source: rankingthebrands.com

6. What is a brand?

8. A brand…
Product Environment
Central
Idea
Behaviour Communication

10. Added value
Basic features
20% impact /
80% cost Added values
e.g. service levels
80% impact /
20% cost
Product core
Product surround

11. Added value in practice…
Equal /
Prefer Pepsi Prefer Coke
can’t say
Blind test 51% 44% 5%
Open test 23% 65% 12%

14. The pursuit of
ADDED VALUE
is central to
brand building

15. The library experiment

17. What do customers
really buy?

19. Before After

20. Brand inside
+
Brand outside
=
Your brand

21. Brand outside

22. Brand inside

23. Brand inside
+
Brand outside
=
Your brand

24. Living the brand…
Product Environment
Central
Idea
Behaviour Communication

25. Central idea

28. “We create happiness by providing
the finest in entertainment for
people of all ages, everywhere."

31. Product

37. Behaviour

46. How did he learn this ?

48. Environment

53. Communications

55. Dear Sir/Madam
My congratulations to B & Q on getting a
yacht to leave the UK on 28th November
2004, sail 27,354 miles around the world
and arrive back 72 days later.
Could you please let me know when the
kitchen I ordered 96 days ago will be arriving
from your warehouse 13 miles away?
Yours sincerely
John Roberts

57. The employer brand
Loving your people

58. Core proposition

59. Delivering the employer brand

60. Strategic branding errors
1. Confusing brands and logos
2. Lack of relevant, differentiated central idea
3. Poor customer experience
4. Relying on advertising
5. Overstretching the brand
6. Forgetting the brand inside
7. Incongruence – NOT LIVING THE BRAND

61. Do customers love you with ALL their heart?

62. Loving the brand, living the brand
Richard.Beevers@CustomerPlus.co.uk