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BRAND
RELIGIONS
IS YOUR BRAND
STILL ALIVE?
THE WAY OUTTHE WAY OUT
RELIGION /rɪˈlɪdʒən/
A pursuit or interest followed with great devotion
7
PENETRATION
RELIGIONS
#1 Penetration is thy sole path to growth
#2 Retention is an illusion
#3 Thou shalt treat all thy buyers as equal
#4 Thou shalt repeat, repeat, repeat
#5 Thou shalt be everywhere
PENETRATION
RELIGION BELIEFS
#1 PENETRATION IS
THY SOLE PATH TO GROWTH
BRANDS OF
TOOTHPASTE MARKET SHARE PENETRATION
CREST
COLGATE
ZHONGHUA
LSL
BAMBOO
AVERAGE
19
14
12
6
2
2,8
2,5
2,4
2,2
2,0
2,4
AVERAGE
PURCHASE
FREQUENCY
57
46
43
23
9
#2 RETENTION
IS AN ILLUSION
# PURCHASES
%CUSTOMERS #3 THOU SHALT TREAT
ALL THY BUYERS AS EQUAL
#4 THOU SHALT REPEAT
REPEAT REPEAT
CONFUSION ACCELERATION
CONSIDERATION
Consumers are confused as the brand
triggers associations that are shared
with competitive brands as well.
The brand should accelerate the usage
of these brand associations as they are
both recognized by a large portion of
the audience and attribute exclusively
to the brand.
As the perceived uniqueness to the
brand is relatively high, it can be good to
further invest in these associations
(wider and more consistent use of
brand linkage) to turn these into true
distinctive assets.
Uniqueness
Association
ABSENCE
These brand associations are not known
at all in the market. The brand would
need considerable work and resources
to develop any of these brand
associations.
#5 THOU SHALT
BE EVERYWHERE
PENETRATION
RELIGION BELIEFS
PENETRATION#1 Penetration is thy sole path to growth
#2 Retention is an illusion
#3 Thou shalt treat all thy buyers as equal
#5 Thou shalt be everywhere
#4 Thou shalt repeat, repeat, repeat
PUSH
ACQUISITION
MASS MARKETING
TRIGGER BASED
INFLUENCERS
RELIGIONS
#1 Conversations is thy sole path to growth
#2 Thou shalt look for disciples
#3 All thy activations should be the start of a conversation
#4 Thou shalt create conversations with a purpose
#5 Thou shalt aim for positive recommendations
INFLUENCERS
RELIGION BELIEFS
#1 CONVERSATIONS ARE
THY SOLE PATH TO GROWTH
57%
A person from
your peers
14%
A company
#2 THOU SHALT LOOK
FOR DISCIPLES
#3 ALL THY ACTIVATIONS
SHOULD BE START
OF CONVERSATIONS
#4 THOU SHALT
CREATE CONVERSATIONS
WITH A PURPOSE
WELCOME IN
JFK International Airport
WELCOME IN
Schiphol Amsterdam Airport
WELCOME IN
Incheon International Airport
#5 THOU SHALT AIM FOR
POSITIVE RECOMMENDATIONS
INFLUENCERS
RELIGION BELIEFS
#1 Conversations is thy sole path to growthWOM MARKETING
#2 Thou shalt look for disciples
#3 All thy activations should be the start of a conversation
#5 Thou shalt aim for positive recommendations
#4 Thou shalt create conversations with a purpose
RIPPLE EFFECT
INFLUENCER BASED
CONVERSATIONS
PUSH & PULL
RELATIONSHIP
RELIGIONS
RELATIONSHIP
RELIGION BELIEFS
#1 Thou shalt put emotions at the core
#2 Thou shalt build a relationship with thy consumers
#3 Thou shalt craft thy DNA
#4 Thou shalt build to last
#5 Thou shalt work for thy love
#1 THOU SHALT PUT
EMOTIONS AT THE CORE
HAPPY SAD FEAR
ANGER SURPRISE DISGUST
#2 THOU SHALT BUILD
A RELATIONSHIP WITH
THY CONSUMERS
SECRET AFFAIR
A brand you
downplay or
keep hidden
that you use it,
you do not wat
others to
associate this
with you
DIFFERENT RELATIONSHIP TYPES
EXCHANGE
Where one
gets a straight-
forward benefit
for a
reasonable
cost – does the
job, nothing
more, nothing
less
ADVERSARIAL
A brand you
refuse to buy
or that you are
actively
against.
COMMUNAL
A brand that
you go out of
your way for to
support.
You have a
strong desire to
help this brand
succeed.
SECRET AFFAIR
A brand you
downplay or
keep hidden
that you use it,
you do not
want others to
associate this
with you
Source: Miller, Fournier and Allen
My family
visited your Dulles
location two weeks ago,
and we just can’t get over it.
Unfortunately, it’s an hour away,
and more than two hours during rush
hour. Please, we are begging you to consider
Montgomery County in Maryland.
When my friend told us about your store,
he said it would be a
‘religious experience’ and it was.
Please, please be kind and
help this great-food
deprived family.
#3 THOU SHALT
CRAFT THY DNA
IDENTIFICATION
#4 THOU SHALT
BUILD TO LAST
53
LOYALTY
BEYOND REASON
54
55
56
#5 THOU SHALT
WORK FOR THY
57
LOVE
“In every school there
are the cool and popular kids,
and then there are the not-so-cool kids.
Candidly, we go after the cool kids. A lot of
people don’t belong [in our clothes], and they can’t
belong. Are we exclusionary? Absolutely.
Those companies that are in trouble are trying
to target everybody: young, old, fat, skinny.
But then you become totally vanilla. You
don’t alienate anybody, but you
don’t excite anybody,
either.”
Mike Jeffries, former CEO A&F
58
1352
POSTS
59
RELATIONSHIP
RELIGION BELIEFS
#1 Thou shalt put emotions at the coreEMOTION BASED
#2 Thou shalt build a relationship with thy consumers
#3 Thou shalt craft thy DNA
#5 Thou shalt work for thy love
#4 Thou shalt build to last
IDENTIFICATION
RELATIONSHIP MARKETING
PULL
RETENTION IS LONG TERM
CLASSIC PENETRATION CONVERSATIONS RELATIONSHIP
Target Marketing (STP) Mass Marketing WOM Marketing Relationship Marketing
Push & Pull Push Push & Pull Pull
Brand knowledge &
equity based
Trigger based Influencer based Emotion based
Retention is cheaper
than acquisition
Acquisition is the sole
path for growth
Ripple effect:
retention leads to
acquisition
Retention is a LT
investment
Differentiation is key Penetration Conversations Identification
THANK
YOU!

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Brand Religion

  • 3. THE WAY OUTTHE WAY OUT
  • 4.
  • 5. RELIGION /rɪˈlɪdʒən/ A pursuit or interest followed with great devotion
  • 6.
  • 7. 7
  • 9.
  • 10. #1 Penetration is thy sole path to growth #2 Retention is an illusion #3 Thou shalt treat all thy buyers as equal #4 Thou shalt repeat, repeat, repeat #5 Thou shalt be everywhere PENETRATION RELIGION BELIEFS
  • 11. #1 PENETRATION IS THY SOLE PATH TO GROWTH BRANDS OF TOOTHPASTE MARKET SHARE PENETRATION CREST COLGATE ZHONGHUA LSL BAMBOO AVERAGE 19 14 12 6 2 2,8 2,5 2,4 2,2 2,0 2,4 AVERAGE PURCHASE FREQUENCY 57 46 43 23 9
  • 12. #2 RETENTION IS AN ILLUSION
  • 13.
  • 14.
  • 15.
  • 16. # PURCHASES %CUSTOMERS #3 THOU SHALT TREAT ALL THY BUYERS AS EQUAL
  • 17.
  • 18. #4 THOU SHALT REPEAT REPEAT REPEAT
  • 19.
  • 20. CONFUSION ACCELERATION CONSIDERATION Consumers are confused as the brand triggers associations that are shared with competitive brands as well. The brand should accelerate the usage of these brand associations as they are both recognized by a large portion of the audience and attribute exclusively to the brand. As the perceived uniqueness to the brand is relatively high, it can be good to further invest in these associations (wider and more consistent use of brand linkage) to turn these into true distinctive assets. Uniqueness Association ABSENCE These brand associations are not known at all in the market. The brand would need considerable work and resources to develop any of these brand associations.
  • 21. #5 THOU SHALT BE EVERYWHERE
  • 22. PENETRATION RELIGION BELIEFS PENETRATION#1 Penetration is thy sole path to growth #2 Retention is an illusion #3 Thou shalt treat all thy buyers as equal #5 Thou shalt be everywhere #4 Thou shalt repeat, repeat, repeat PUSH ACQUISITION MASS MARKETING TRIGGER BASED
  • 24.
  • 25. #1 Conversations is thy sole path to growth #2 Thou shalt look for disciples #3 All thy activations should be the start of a conversation #4 Thou shalt create conversations with a purpose #5 Thou shalt aim for positive recommendations INFLUENCERS RELIGION BELIEFS
  • 26. #1 CONVERSATIONS ARE THY SOLE PATH TO GROWTH
  • 27. 57% A person from your peers 14% A company
  • 28.
  • 29.
  • 30. #2 THOU SHALT LOOK FOR DISCIPLES
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. #3 ALL THY ACTIVATIONS SHOULD BE START OF CONVERSATIONS
  • 36. #4 THOU SHALT CREATE CONVERSATIONS WITH A PURPOSE
  • 37.
  • 38. WELCOME IN JFK International Airport WELCOME IN Schiphol Amsterdam Airport WELCOME IN Incheon International Airport #5 THOU SHALT AIM FOR POSITIVE RECOMMENDATIONS
  • 39. INFLUENCERS RELIGION BELIEFS #1 Conversations is thy sole path to growthWOM MARKETING #2 Thou shalt look for disciples #3 All thy activations should be the start of a conversation #5 Thou shalt aim for positive recommendations #4 Thou shalt create conversations with a purpose RIPPLE EFFECT INFLUENCER BASED CONVERSATIONS PUSH & PULL
  • 41.
  • 42. RELATIONSHIP RELIGION BELIEFS #1 Thou shalt put emotions at the core #2 Thou shalt build a relationship with thy consumers #3 Thou shalt craft thy DNA #4 Thou shalt build to last #5 Thou shalt work for thy love
  • 43. #1 THOU SHALT PUT EMOTIONS AT THE CORE
  • 44. HAPPY SAD FEAR ANGER SURPRISE DISGUST
  • 45.
  • 46.
  • 47. #2 THOU SHALT BUILD A RELATIONSHIP WITH THY CONSUMERS
  • 48. SECRET AFFAIR A brand you downplay or keep hidden that you use it, you do not wat others to associate this with you DIFFERENT RELATIONSHIP TYPES EXCHANGE Where one gets a straight- forward benefit for a reasonable cost – does the job, nothing more, nothing less ADVERSARIAL A brand you refuse to buy or that you are actively against. COMMUNAL A brand that you go out of your way for to support. You have a strong desire to help this brand succeed. SECRET AFFAIR A brand you downplay or keep hidden that you use it, you do not want others to associate this with you Source: Miller, Fournier and Allen
  • 49. My family visited your Dulles location two weeks ago, and we just can’t get over it. Unfortunately, it’s an hour away, and more than two hours during rush hour. Please, we are begging you to consider Montgomery County in Maryland. When my friend told us about your store, he said it would be a ‘religious experience’ and it was. Please, please be kind and help this great-food deprived family.
  • 52.
  • 53. #4 THOU SHALT BUILD TO LAST 53
  • 55. 55
  • 56. 56
  • 57. #5 THOU SHALT WORK FOR THY 57 LOVE
  • 58. “In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.” Mike Jeffries, former CEO A&F 58
  • 60.
  • 61. RELATIONSHIP RELIGION BELIEFS #1 Thou shalt put emotions at the coreEMOTION BASED #2 Thou shalt build a relationship with thy consumers #3 Thou shalt craft thy DNA #5 Thou shalt work for thy love #4 Thou shalt build to last IDENTIFICATION RELATIONSHIP MARKETING PULL RETENTION IS LONG TERM
  • 62. CLASSIC PENETRATION CONVERSATIONS RELATIONSHIP Target Marketing (STP) Mass Marketing WOM Marketing Relationship Marketing Push & Pull Push Push & Pull Pull Brand knowledge & equity based Trigger based Influencer based Emotion based Retention is cheaper than acquisition Acquisition is the sole path for growth Ripple effect: retention leads to acquisition Retention is a LT investment Differentiation is key Penetration Conversations Identification
  • 63.
  • 64.