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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