emotional branding2007

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Information about emotional branding2007

Published on June 15, 2007

Author: Nickel

Source: authorstream.com

Emotional Branding:  Emotional Branding IABC January 24th, 2007 Slide2:  The role of communications is to inform and engage … with a view to changing behaviour. Slide3:  'Humans are powered by emotion, not by reason. It is how we make decisions.' Kevin Roberts CEO Worldwide Saatchi andamp; Saatchi Slide4:  'The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.' Donald Calne, neurologist Slide5:  Why does any of this matter?:  Why does any of this matter? Traditional branding is now commonplace Slide7:  Slide8:  Age of interruption Age of ATTRACTION Slide9:  Attention ENGAGEMENT Slide10:  Return on investment Return on INVOLVEMENT Slide11:  Heavy users Inspirational Consumers The power of emotion - Gallup:  The power of emotion - Gallup Not simply warm and fuzzy Not just for atypical/emotional businesses/categories 11% are passionate about their car 13% are passionate about the place they bank 12% are passionate about the mass retailer they frequent Powerful financial consequences Market share Repeat business Gallup’s 4 states of attachment:  Gallup’s 4 states of attachment Confidence Integrity Pride Passion What is emotional branding?:  What is emotional branding? It’s about making consistent, emotional connections with consumers. Its about … Love Really Strong Like Which Canadian companies spread love?:  Which Canadian companies spread love? Which Canadian companies spread love?:  Which Canadian companies spread love? Emotional capital:  Emotional capital IQ + EQ = smart brand:  IQ + EQ = smart brand Building Intellectual Quotient (IQ) Know who you are Know who they are (your target audience) Continuing ed Building Emotional Quotient (EQ) Craft the story ‘The’ conversation Create the experience Why do universities care?:  Why do universities care? Challenges Record enrolment for now (20-30% over next nine years) Declining enrolment afterwards Aging resource base Competition 91 universities andamp; 175 colleges 10,000 undergraduate programs Business: 100 programs in Ontario, 58 in Alberta 117 different specializations Consumer change:  Consumer change Millennial Empowered Media savvy Ambivalent toward authority (peer based) 'Your' generation Consumer change Mass customization/personalization Rise in cynicism – 'don’t sell me' Not uni-channel Experienced society Employee retention & productivity:  Employee retention andamp; productivity 'The extent to which people feel proud of the place they work, see their own core values of honesty and trust reflected back, enjoy the atmosphere around them, and feel like they can survive and thrive, is no less important than their take home pay or their daily tasks.' Formula for Retention, 1999 Slide22:  Loyalty beyond reason What do I do, what do I say to ensure/create fundamental beliefs. 3 components:  3 components Mystery Sensuality Intimacy How – 5 Principles:  How – 5 Principles Be passionate Involve customers Celebrate loyalty Find, tell and retell great stories Accept responsibility Slide25:  Carleton’s experience:  Carleton’s experience Slide27:  Showing your care:  Showing your care Lasting legacy:  Lasting legacy Tsunami relief Earthquake relief Donate your skate Book Drive for Africa Aidswalk Welcome to the Red Zone:  Welcome to the Red Zone Slide31:  Slide32:  Slide33:  Gallup’s Customer Engagement Metric:  Gallup’s Customer Engagement Metric Loyalty3 + Attachement8 = Customer Engagement11 Thank you:  Thank you Doug Wotherspoon Director of Communications and Community Relations Carleton University doug_wotherspoon@carleton.ca Tel: 613-520-2600 ext. 1838 This presentation will be available on-line www.carleton.ca/duc/love One final video – Telecom New Zealand Slide36: 

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