ABC LAMP Workshop

7th December 2005

Presented byLouise McCannCEO Australia & New Zealand

Consumers Viewpoint

Connecting with brands for lifetime relationships

When I first pulled them out atmy club, I strutted up and it waslike ‘he’s the man!’ … eventhough I am so far from it.

It was awesome.

Titleist clubs

Australia

It’s mine and the colours aremine. All my friends identifyme with Maybelline – I’m theMaybelline girl!Australia

If I saw someone wearing a Breitlingat a bar, I’d strike up a conversationbecause he’s probably into aviation.It’s the brand equivalent of a mason’shand shakeAustralia

Panasonic are like comfyslippers to me. I feelreassured because of thereliability and quality. It maybe a ‘V6’ not a ‘V8’ but I feelcomfy with it.Australia

Four modes for brand / consumer relationships

IdentificationP

erformanceA

ppro

val

Authority

Experience

SecurityAffiliation

Expression

“What does it do?”: the Security mode

Identification

Perform

anceApp

rova

l

Authority

Experience

SecurityAffiliation

Expression

“Brand as protector”

“What sort of people use it?”: the Affiliation mode

Identification

Perform

anceApp

rova

l

Authority

Experience

SecurityAffiliation

Expression

“Brand as passport”

“What can it say about me?”: the Expression mode

Identification

Perform

anceApp

rova

l

Authority

Experience

SecurityAffiliation

Expression

“Brand as totem”

“What does it do for me?”: the Experience mode

Identification

Perform

anceApp

rova

l

Authority

Experience

SecurityAffiliation

Expression

“Brand as amplifier”

Brands can be consumed in different modes

IdentificationP

erformanceA

ppro

val

Authority

I have a secret relationship with him.

I take him back to my room, Nokia is my friend, he goes where I go,

he hears all my secretsHolland

Nokia is a famous brand in the world.

I trust this brand, trust its functions and value

China

Nokia gives me confidence. It’s trendy to take a Nokia

out in front of my group and not hesitate to talk

India

Nokia, its style, its look... Fitting my personality

Belgium

Connections through powerful experiences

Connections through powerful experiences

Connections through powerful experiences

Connections through powerful experiences

The Experience mode is a synthesis

Amplifying the product experience

Why is the experience mode becoming more important?

Harder Times

Meaning GapValue Options

Fragmented Culture

Where do people want experience mode relationships?

Identification

Perform

anceApp

rova

l

Authority

Experience

SecurityAffiliation

Expression

Emerging Asia

Africa

The west/Australasia

So

ph

isticated A

sia

Nordic

CEELatam

Who are most sensitive for the experience mode?

IdentificationP

erformanceA

ppro

val

Authority

Experience

SecurityAffiliation

Expression

ADULTS WITH KIDS

Teen

agers

Adults

Sen

iors

Adults with kids

Sen

iors

Developing a segmented customer growth strategy

Em

oti

on

al

Functional

Low High

Lo

wH

igh

Customer relationship segmentation

“The Codependent” “The True Romance”

“War of the Roses”“The Marriage of

Convenience”

Em

oti

on

al

Functional

Low High

Lo

wH

igh

How to create high intensity relationships

InnovationSensory

ExcellenceDesign

Be different!

1Consistency

Be consistent

2StorytellingAuthenticity

Make the product your hero of your brand

3Care

Show that you care

4

The Challenges

Understand yourconsumers’ modes

Make sure your productexperience is unique

Deliver it consistently

Make the product yourhero

Bring the functional &emotional togetherwhere possible

The elephant in the room