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How to Put Your Brand at the Center of Your Business

American Marketing Association


January 18, 2005
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A brand is a promise

…not lipstick on
a gorilla

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A Differentiated, ‘On-Brand’ Experience
Clubhouse On-board bar, Revivals lounge – Complementary
Chauffeur pick- Drive-thru
Lounge – bar, massage, games, shower, valet, onward travel
up or Limo-bike check in acclimatise
salon, video 45 channel
games entertainment

Virgin Atlantic Customer Journey

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Magnetic North

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Brand Engagement is...

Turning your people into advocates…

who understand, act and evangelize the brand —


across every point of touch and in all they do.

Creating brand-led behavior so it becomes…

‘The way we work around here’

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The Payoff: Direct Correlation

Degree of Customer .77


.91 Profitability
Brand Engagement Commitment

Strength of relationship (0 -1)

Source: Research International Database

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Engagement, Image & Profitability

Team
Comparative Brand Image

performance

Profitability: lowest highest

Brand Engagement

Source RI database: Telecom Operator

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Convictions
Be clear about what makes you
special and different
If you can’t pinpoint it, neither can they

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Push vs. pull
Awareness is ‘easy’; true engagement
and action are not

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Change the emphasis
Provoking emotion, not just making sense

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Leaders must lead
Active participation, not just endorsement

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‘Outside in’ approach
Focus on delivering a compelling customer
experience, not introspection

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Action!
Drive behaviors that can be
measured and recognized

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Patience is a virtue
Real change takes time; it’s not a
one-off event or workshop

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The Actions Behind the Convictions

1. Put yourself in your customer’s shoes - focus on the experience

2. Make the vision real and tangible

3. Drive action

4. Recognize and celebrate

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1. Put yourself in your customer’s shoes

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Customer Journey
A framework for how the brand comes to life for customers

Example stages of a customer journey

The Customer Journey maps out..


Each stage of the journey and key touchpoints at each stage
Customer needs/core insights
The brand experience delivered — actions and behaviors
The rules of engagement (on/off brand criteria)
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Actions and Behaviors

More impact

‘Quick wins’ ‘Stretch goals’

Easier to More difficult


implement to implement

Less impact

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What we Expect to Happen
Customer Journey

A snapshot of where you should be, from the customer‘s point of view

A different way of looking at and measuring brand delivery—the scorecard

Common frame of reference (customer) for the organization

Everyone sees how and where they contribute to the customer


…creating differentiation at key points

Organization moves together toward common customer-inspired goals

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2. Make the vision real and tangible

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Find Something Symbolic
Freeserve

Kick!

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Future Box – ‘What Could be’

Inspires the entire organization


Makes the brand tangible
Platform for new thinking and innovation

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What we Expect to Happen
Making the Vision Real and Tangible

Helps people to act by showing what could be done

Generates new thinking about what can be done

Creates excitement about the future

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3. Drive action

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Action Comes From
Involvement and Dialogue
Inspiration

Immersion

Understanding

Action

Events, tools and games bring the program to life

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Inspire People - Events

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Action - Brand into Action Workshops
Volvo Trucks

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What we Expect to Happen
Events and Workshops

Organization moves beyond talk to committing to real change

Everyone understands their role, and its implications, in delivering the brand

Everyone leaves knowing what they must do

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4. Recognize and celebrate

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Annual Awards

BP Helios awards recognizes ‘on-


brand’ behavior

A way to track ‘engagement’: 23%


increase in entries for 2003 Helios
over 2002 awards

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Recognizing Achievements

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What we Expect to Happen
Recognize and Celebrate

People stay engaged with the brand over time

Promotes a culture of ‘those who do’ get rewarded

Supports global knowledge-sharing

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How you do it…
Depends on you

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Brand Engagement Process
Prepare Launch Activate Reinforce

Stakeholder Brand Launch Forums Brand into Action


assessment Workshops
Launch Support
Brand Film
Measurement
Planning & Brand Book
strategy Operational changes

Ongoing Internal
Ongoing
Communications
Steering Groups— Communications &
Launch Showcase Best Practice
Planning Workshops feedback
Communications
Senior Management
Briefings & Buy-in
Reward, Recognition &
Remuneration
Pulse surveys Awards Programme
Brand Champion Pulse surveys
Appraisals
Network

Brand Champion Area Universal access


“Brand engagement resource Brand Center “Brand resource center”
center”
The End Game

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Thank you!