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Brand Promise - Delivery or Failure? Brand experience research Five key actions April 2016
| Date post: | 15-Apr-2017 |
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Marketing |
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Brand Promise - Delivery or Failure?Brand experience research Five key actionsApril 2016
A quick hello…
Steve WoolleyHead of External AffairsCIM @stevewoolley10
Promises matter
“A brand is no longer what we tell the consumer it is – it’s what consumers tell each other it is.” – Scott Cook
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Customer Perspective
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Research
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Brand experience
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Five themes from the research
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
It starts at the top
It starts at the top
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
It starts at the top
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
“ Marketers need to agree a clear mandate for brand within their business”
Recommendation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Clarity around the brand promise
Clarity around the brand promise
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
“Marketers need to secure collective buy-in from leaders – translating what brand vision and brand priorities look like”
Recommendation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Permeating the organisation
Permeating the organisation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Permeating the organisation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Permeating the organisation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Permeating the organisation
Brand doesn’t feature
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
“Partner with HR to integrate brand much more closely into people and change initiatives”
Recommendation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Being part of the right conversations
Being part of the right conversations
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Sharing is an issue
Being part of the right conversations
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
“Marketers need to show what they can bring to the table – customer insight, market intelligence, brand performance data”
Recommendation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Creating more meaningful measurements
Creating more meaningful measurements
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Creating more meaningful measurements
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
“Collaborate with other departments - develop a dashboard of brand KPIs beyond the easy metrics, to understand how brand is being delivered across the customer journey”
Recommendation
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Summary of our key recommendations
CIM | BRAND EXPERIENCE – RESEARCH 2016 | WHAT MARKETERS CAN DO
Where to find more
www.cim.co.uk/exchange
@CIM_Exchange @stevewoolley10
