Let’s talk about brand
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A brand is a person's gut feeling about a product, service, or organization. It is not a logo or identity, but rather the experiences people have that create feelings about a brand. Great brands create experiences that resonate emotionally with customers and help them achieve their goals, not just advertise products. A brand starts from within an organization's culture and employees, and is defined by what customers say about their experiences, not what a company says about itself.
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Let’s talk about brand
- 3. but before that what brand is not.
- 4. a brand is not. logo
- 5. a brand is not. identity logo
- 6. a brand is not. identity the product logo
- 8. A brand is person's gut feeling about a product service or organization.Marty Nuemeier - The Brand Gap
- 9. why BRAND?
- 10. NAVIGATION brands help consumer choose.
- 11. reassurance brand makes customer think they’ve made the right choice.
- 12. ENGAGEMENT brand can encourage customer to identify the brand.
- 13. but, do you really think people care about brand?
- 14. the truth is People don’t care about brand
- 15. they care about what you do for them.
- 16. A brand is person's gut feeling about a product service or organization.Marty Nuemeier - The Brand Gap
- 17. 1 in 4 customers would switch to a different provider on the basis of a single negative experience. Source: Thunderhead
- 18. Less than half of consumers worldwide trust advertising. Source: Harris Interactive
- 19. Brands have run out of juice. They're dead. Now the consumer is the boss. There's nowhere for brands to hide. Kevin Roberts, Saatchi & Saatchi
- 20. EXPERIENCE is the BRAND we value the experience more than the brand or the product
- 21. Starbucks doesn’t only sell coffee, you can get it cheaper and faster in McD. But sometimes, all you want is the 3rd place
- 22. People choose airbnb and couchsurfing not because of the cheap accomodation but because people want to know the locals
- 23. Focus less on “positioning” but more on feeling
- 24. They will soon forget what our brand said but they’ll always remember how we made them feel
- 25. Brand starts in the recruitment process. Our People is Our Brand.
- 26. Brand starts in inside our organization with our organization culture.
- 27. Brand is not a strategy. It’s who you are.
- 28. Every customer has a story to tell. Every story builds your brand. what customer say is your brand, not what you say.
- 29. What have these two brands got in common?
- 32. Brand experience creates brand advocacy.
- 35. They’re focus on branding not brand experience.
- 36. Branding ≠ Brand Experince
- 38. Branding Brand Experince These will win you awards These will win you customers
- 39. What makes a great brand?
- 40. A great brand’s value proposition extends beyond its products. #1
- 41. The best brand change our perceptions about the world Redbull challenges people’s concept of what is humanly possible Redbull inspires us to explore our limits and achieve something more https://youtu.be/Kzj4Gw6XCUc
- 42. Great brands aren’t just differentiated, they make a difference #2
- 43. Brands should offer something to buy into, not just something to buy People buy TOMS for its brand promise, not just the brand product With every bag of coffee you purchase, TOMS will give one week of clean water to a person in need. https://youtu.be/X1mQ0-AtGJw
- 44. A great brand’s value proposition extends beyond its products. #3
- 45. Marketing that actively involves audience is more engaging. Much of Nike’s success stems from its inclusive marketing approach. Nike hosted the world’s biggest one day running event ever, offering runners across the globe the chance to compete together https://youtu.be/TRemqZKcZnU
- 46. Great brand engage our emotions. #4
- 47. Activities that resonate with audiences’s experience drive greater engagement P&G’s “Thankyou Mom” films create a strong emotional response. Appealing to emotions deliver more profound and enduring connections. Aim for heart-strings, bot eyeballs https://youtu.be/MQ3k6BFX2uw
- 48. Great brand help people to help themselves. #5
- 49. Use marketing to help people achieve their goals as well as brand goals. Amex’s open forum engages people though advice, not adverts. Deliver value in every interaction, not just through ever transaction. https://youtu.be/FL5GrngIbvI
- 50. A brand is person's gut feeling about a product service or organization.Marty Nuemeier - The Brand Gap
- 51. By telling people that AIESEC is leadership organization, it doesn’t mean our brand it is. Many people still perceive us as exchange organization. So, do we really give leadership experience in every activities we provide for our customer? Dora Valeria Purba Brand Management Coord.