Escolar Documentos
Profissional Documentos
Cultura Documentos
The Autobiography of a
Brand Parent
Man Woman
Client Agency
father mother
Brand
Child
Off-spring
05 06 07 08 09
3 3 3 2 2 IBM 60.21
2 2 2 3 3 Microsoft 56.64
4 4 4 4 4 GE 47.78
8 6 5 5 5 Nokia 34.86
8 9 7 8 6 McDonald's 32.27
24 18 10 7 Google 32
9 7 5 6 8 Toyota 31.33
5 5 6 7 9 Intel 30.64
7 8 8 9 10 Disney 28.45
stakeholders
provide support
LSC = Leadership
& Strategy Council
Philosophy
• IM depends on
• Uniting everyone around a collective vision of value that
connects to the identity and purpose of the organization / brand
• Depends on a profound and shared understanding of customers
and an organization can deliver value seamlessly throughout
all customer experiences across the relationship
• Also means that connecting and matching spiritual with
practical qualities: vision, purpose, values with information,
processes and systems
Argus Jenkinson, Professor of IM, Luton School of Business
Branko Sain, Research Fellow
Harley Davidson – Organization-led IM
Idea Case
Brand Vision:
Stimulate. Innovate. Liberate.
exposure to engagement
Exposure Models Are Failing
Exposure = Engagement
Activities -Drive / By
1900-2100 hrs A weekday in life 900-1100 hrs
train to work, Read
paper / listen radio
Of Target Group while commuting, At
Activities - Back home watch TV
home with Family,
May go for a shopping Media - OOH, TV,
, May go out with Newspaper
friends at home do 1800-1900 hrs 1100-1300 hrs
housework, do
exercise Activities - At
1300-1800 hrs work, Write e-
Media - TV, In Shop mails or surf
activities, Mall internet
activation Media - Internet
• Task:
• Stem the rot.
• Brief:
• Bring back the ‘camaraderie’
• Strategy:
• Creative idea – ‘stay connected’
• IMC –
– level 1 – annual theme ‘stay connected’ internal programs; CFTs; partner
meets
– level 2 – ATL campaign, sponsored shows, PR
– Level 3 – customer connect programs
• Result:
• CSS & ESS scores up
Sumo ke saath jhumo
• Problem:
– In a fiercely competitive environment, to introduce a new prepaid product, whose
differentiator can be easily matched.
• Task:
– a 360 campaign that will distinguish our brand
• Brief
– ‘XXXL…’ translate to a creative idea that can be leveraged 360 to enable a
metaphorical extension on the experiential platform
• Strategy:
– Creative idea – SUMO
– IMC
• ATL – to create familiarity around the SUMO and establish linkage with product features
• BTL – SUMO shows across 12 cities. PR to create local hype. Tie-ups with local cables
to extensive coverage. One-to-one interaction with SUMOs
• Result:
– Substantial jump in brand recall
MPEG File
– ‘SUMO card’
– ESS scores up
The Experience Chain
Choose / Buy
Select
Consider
Awareness
The Experience Chain
5 POST PURCHASE EXPERINECE 1. The make or break stage - where all the earlier promises
comes under scrutiny
2. The sensitivity here is the 'post purchase dissonance'
syndrome, a very common affliction in most categories
3. Going by our churn analysis, a major chunk of drop-outs
happen within the initial months (6) of entry. This could be
attributed to the high degree of expectations from the category
coupled with a sense of achievement in entering into a world
which signifies progress & achievement.
4. Perhaps a certain amount of proactive councelling
at this satge will help to create greater appreciation of the
category benefits. The additional benefit being a greater
dependency on the brand
The Experience Chain… 3
7 WILLINGNESS TO RECOMMEND 1. The ultimate acquisition tool. Brands have been built on
WOM, even where there's been no advertising - e.g.
Starbucks and our very own Barrista
2. Howvever, a satisfied customer does not mean a brand
advocator. To make someone proactively recommend a
brand, the incumbent's emotional affimity has to go beyond
just satisfaction - he has to become a BRAND PATRIOT
3. A strong army of BRAND PATRIOTS is the most effective way
to counter price wars and discounting threats