Brand Attachment Webcast 021108 Final Nn

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Information about Brand Attachment Webcast 021108 Final Nn
Health & Medicine

Published on November 7, 2008

Author: kelleyconnors

Source: slideshare.net

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How successful brands "Woo and Win" with women

Brand Attachment: How to Woo & Win Women brooklyn, new york 718.788.5920 www.tapestry-group.com An ARF Webcast February 13, 2008 Presented by: Kelley Connors Marie Lemerise

The Conversation Revolution FROM: Brand-led marketing TO: Consumer centric buying

The Gender Shift Women have acquired unprecedented economic power Women have unprecedented buying authority “ The power is with the consumer, marketers and retailers are scrambling to keep up with her.” A. G. Lafley, chief executive, Procter & Gamble

Women have acquired unprecedented economic power

Women have unprecedented buying authority

Women Are Groundbreakers Women are living an unprecedented life More independence, more success Planning for a longer life span Defying old stereotypes Women are change agents It’s in their DNA No wonder she bit the apple And she’s been changing things ever since

Women are living an unprecedented life

More independence, more success

Planning for a longer life span

Defying old stereotypes

Women are change agents

It’s in their DNA

No wonder she bit the apple

And she’s been changing things ever since

Women Invest, Instigate & Influence Women will own more than 50% of the stock in the US by 2010 Women are opening small businesses at 2x the rate of men Single women buy homes at an earlier age than single men Women are Chief Health Officers and influence spouse, children, elderly parents and in-laws.

Women will own more than 50% of the stock in the US by 2010

Women are opening small businesses at 2x the rate of men

Single women buy homes at an earlier age than single men

Women are Chief Health Officers and influence spouse, children, elderly parents and in-laws.

Women are Complex, Changeable Female Life Stage Constellation Source: Boom: Marketing to the Ultimate Power Consumer the Baby Boomer Woman

The Classic Model: Brand Loyalty Seeker Repeat Buyer Her Role Brand Role Buyer The 3 R’s Registration Relevance Relatability The Offer: Functional Emotional Attention Attraction Acquisition Loyalty Rewards Coupons Loyalty program Stages: Awareness & Trial Capture Retention

The 3 R’s

Registration

Relevance

Relatability

The Offer:

Functional

Emotional

Rewards

Coupons

Loyalty program

The Classic Model Intrigue a woman, gain trial. In the classic model, many brands get to the stage of Infatuation. The 3 R’s Registration Relevance Relatability The Offer: Functional Emotional Attention Attraction Acquisition

The 3 R’s

Registration

Relevance

Relatability

The Offer:

Functional

Emotional

The Classic Model The conversation revolution jeopardizes loyalty. Will she or won’t she stay? The Offer: Functional Emotional Acquisition Loyalty Rewards Coupons Loyalty program

The Offer:

Functional

Emotional

Rewards

Coupons

Loyalty program

It Takes More to Woo & Win Her Feelings of attachment lie at the core of all strong brand relationships .” -- Susan Fournier, Journal of Consumer Research In the conversation revolution, she brings the brand closer to her experience which is always changing.

Feelings of attachment lie at the core of all strong brand relationships .”

-- Susan Fournier, Journal of Consumer Research

The New Model: Brand Attachment Seeker Evangelist Her Goal Brand Role Savvy Buyer The 3 R’s Registration Relevance Relatability The Experience Sensory Emotional Symbolic The It Factor The Essentials An Intangible

The 3 R’s

Registration

Relevance

Relatability

The Experience

Sensory

Emotional

Symbolic

The It Factor

The Essentials

An Intangible

The New Model: Brand Attachment Seeker Evangelist Outcome Her Goal Brand Role Savvy Buyer The Experience Sensory Emotional Symbolic Attention Attraction Adoption The It Factor The Essentials An Intangible Woo WIN! Accelerate growth The 3 R’s Registration Relevance Relatability Advocacy

The Experience

Sensory

Emotional

Symbolic

The It Factor

The Essentials

An Intangible

The 3 R’s

Registration

Relevance

Relatability

What Brand Attachment Means for You Lower marketing costs Larger market share Greater profitability Greater ROI – return on involvement

Lower marketing costs

Larger market share

Greater profitability

Greater ROI – return on involvement

Guiding Principles Multiplicity Credibility Syn-tegration

Syn-tegration: The Waver In the conversation revolution, she sways to and fro.

Syn-tegration: The Waver: Facilitate The Conversation Involve her in the brand story Educate, Inform, Support Consumer- generated Content

The It Factor: First, the Essentials Brand Attachment: The It Factor Convenience Customization Community

From Woo to Win: Add an Intangible Brand Attachment ~ An Intangible Challenge Charisma Contentment Control

What You Must Demonstrate: cachet, authenticity What She Wants: Sizzle with Substance Who You Can Learn From: Republic of Tea, Daily Candy Charisma Brand Attachment ~ An Intangible

Charisma An enriching interlude: the experience of fine tea in the Sip-by-Sip Life of balance and well-being. New products leverage emerging needs and women’s humor. Stay attuned to her evolution. Brand Attachment ~ An Intangible Results: Created the super-premium category. Annual sales have quadrupled despite an onslaught of competition.

Charisma Keeping her chic Insider’s guide to the stylish lifestyle Hip advocates inspired 10 spin off editions including “Everywhere,” “Kids,” “Deals” and “London” “ It’s culture fun!” –Dany Levy, founder Brand Attachment ~ An Intangible Results: Viral sensation! From 700 names to 2 million subscribers. Buzz Maker and Brand Maker. Support her so that she succeeds.

Keeping her chic

Insider’s guide to the stylish lifestyle

Hip advocates inspired 10 spin off editions including “Everywhere,” “Kids,” “Deals” and “London”

“ It’s culture fun!” –Dany Levy, founder

What You Must Demonstrate: relief, a safety zone What She Wants: escape from stress, connect to the present Who You Can Learn From: Dannon Activia Contentment Brand Attachment ~ An Intangible

Contentment Millions of women suffer from it. Doctors dismiss it. When Dannon hinted at it, women heeded the message. Brand Attachment ~ An Intangible Customer Service call: A woman says that she had never eaten yogurt in her life until she tried Activia to relieve her chronic irregularity. She pauses to keep from breaking into tears. "Since I was a little girl, I've never been able to go to the bathroom regularly . This product has absolutely changed my life."

Contentment 93% of those who took the Activia challenge would recommend it to a friend. The brand promises… IT WORKS OR IT’S FREE! Results: a runaway success. Repeat business propelled sales past $100 million in year 1 – “a milestone that only a small percentage of new foods reach.” (NYT January 22, 2007). Corporate profits rose sharply. Brand Attachment ~ An Intangible

What You Must Demonstrate: partnership, options, encouragement What She Wants: openness, empowerment Who You Can Learn From: All ī Control Brand Attachment ~ An Intangible

Control “ Our vision is to change the way people think about weight loss. All ī breaks through the clutter with straight talk, an honest voice, saying that losing weight is hard work.” - Steven L. Burton, Vice President, GlaxoSmithKline “ we’re ready when you’re ready…just let us know” “ where there’s a will, there’s a way” “ It’s time for an honest voice. A promise kept” Brand Attachment ~ An Intangible Empower a woman to gain her influence

“ we’re ready when you’re ready…just let us know”

“ where there’s a will, there’s a way”

“ It’s time for an honest voice. A promise kept”

Control Listen to women share their stories Results: “84% continued to use all ī after 10 weeks on the medicine, an endorsement of early customer satisfaction”. - John Clark, Consumer Business, Glaxo Smith Kline “ Yes, it’s all gone – we can’t keep it in stock.” –Pharmacist, Brooklyn, NY Brand Attachment ~ An Intangible

What You Must Demonstrate: an intervention, potential for mastery What She Wants: new currency for healthy, successful aging Who You Can Learn From: AARP and Harley Challenge Brand Attachment ~ An Intangible

Challenge Re-inventing a Classic, the Boomer woman at 50 She wants adventure She welcomes change She wants to ride, baby ride! AARP attracts and retains more women by offering her motorcycle insurance. Brand Attachment ~ An Intangible

Re-inventing a Classic, the

Boomer woman at 50

She wants adventure

She welcomes change

She wants to ride, baby ride!

Challenge Women are the fastest growing segment of motorcycle riders. Harley customizes product design to her physique and sponsors Garage Parties. Results: 12% of Harley Davidson sales are for women, up from 4% in 1990. Revenue from women’s segment expected to break $300 million. Brand Attachment ~ An Intangible

The It Factor of Brand Attachment It is about Gender! Convenience Customization Community Charisma Contentment Control Challenge

The New Model: Brand Attachment Seeker The 3 R’s Registration Relevance Relatability The Experience: Sensory Emotional Symbolic Evangelist Adoption Attraction Advocacy Attention Savvy Buyer The It Factor The Essentials An Intangible

The 3 R’s

Registration

Relevance

Relatability

The Experience:

Sensory

Emotional

Symbolic

The It Factor

The Essentials

An Intangible

Discover Your It Factor Listen to women share their stories Educate women to gain their advocacy Support women so they succeed Facilitate as women co-create your brand Stay attuned to her evolution

Brand Attachment: How to Woo & Win Women brooklyn, new york 718.788.5920 www.tapestry-group.com An ARF Webcast February 13, 2008 contact: kelley@brandattachment.com marie@tapestry-group.com

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