flip your customer the bird
DESCRIPTION
People buy brands but all people don't buy the same brands for the same reasons. So successful marketers need to flip the customer the BiRD (Brand Relationship Driver) in all marketing materials if they hope to be successful.TRANSCRIPT
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Flip your customer
the B RD
The missing link between branding and profit.
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Historically a filter
Leading to a singular brand promise
Assuring consistent quality
The branding process
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What was branding?
1 Dimensional, Simple, Rational
A promiseA promise keptTrust mark
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Branding today
It’s multi-dimensional
It’s your product’s soul, character – it’s essence
It’s more than a promise
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Branding today
Brands are about meaning and experiences.
Clients want/need measurement and accountability.
They need to link branding to future profitability.
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Branding today
Source: Millard Brown
When Ford bought Jaguar, the physical assets of the company represented only 16% of the value.
On average, intangible assets of the world’s top companies represent 70% of their market value.
Increased Margin. Increased Market Share.
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Branding today
Macro brand -- its essence/soul
Brand Relationship Drivers (B.R.Ds)
Why I [the consumer] purchase your product
Two layers to branding today
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Branding todaySegment by BRD
Support team/cause
That’s a damn good shoe
I want to be like famous athletes
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B.R.D. Mapping
Define the core brand ideas, beliefs and personality.
Link to the rational and irrational reasons consumers choose you
Like a chameleon -- same animal but it changes to match its surroundings.
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B.R.D. Mapping - Quantitative
Did we identify the essence properly?
Are the B.R.D.(s) real?
Are they segmentable?
Are the segments worth targeting?
Will talking to one alienate another?
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What did he say?
Brands are more than just a promise,
they are a complex, multifaceted beings.
People form relationships to brands…
but not always for the same reason.
B.R.D. Mapping seeks to unearth relationship drivers,
and link them to purchase.
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Flip your customer
the B RD
The missing link between branding and profit.