It Is All About The Customer!
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The document by Erich Joachimsthaler discusses the evolution of branding and consumer behavior from the 1960s to today, emphasizing the importance of understanding customer needs, emotional connections, and delivering value. It highlights the shift towards a digitally connected consumer landscape and the role of branding in facilitating consumer relationships and experiences. The narrative articulates strategies for growth and innovation in brand management in the context of modern consumer expectations and technological advancements.
It Is All About The Customer!
- 1. /Founder & CEO of Vivaldi/ Erich Joachimsthaler, Ph.D IT IS ALL ABOUT THE CUSTOMER April 2015
- 2. INNOVATION & GROWTH 1960 - 1970 1990 - 2000 2010 - Today
- 3. ALWAYS ON CONSUMER (AOC) SMART NATIVES GENERATION D ICONSUMER GEN C PERPETUALLY CONNECTED CONSUMER NEW ULTRA-CONNECTED CONSUMER ALWAYS-ADDRESSABLE CONSUMER MOBILE CONSUMER CONNECTED CONSUMER THE EMPOWERED CONSUMER
- 5. Mad Men Branding Strategic Brand Management Building Brands in the Digital Age
- 7. Awareness Image Advertising Relevance Differentiation Emotionalization Connection Engagement Experience Value Exchange / Utility Mad Men Branding Strategic Brand Management Building Brands in the Digital Age
- 8. Products in search of consumers: • Needs • Wants • Frustrations Products in search of consumers: • Needs • Wants • Frustrations • Purpose • Emotional benefits • Higher-order values Products in search of consumers: • Or services, or anything that solves my challenges, problems, issues, here and now or later • Build relationships Mad Men Branding Strategic Brand Management Building Brands in the Digital Age
- 9. CUSTOMERS AS OBJECTS Needs Higher–order versus lower-order Wants Emotionalizing Frustrations Frictions to minimize, eliminate, or avoid Habits
- 10. CUSTOMERS AS BUSINESSES Objectives Improve people’s lives (health, wealth, happiness) deliver results Decisions Information, tools, advice Process Time, money, energy, cost, benefit Product/Service Usefulness, value, utility Context Daily life, whole life, work SOURCE: SEAN MITCHELL, 2007
- 11. Solve Something Enable People Deliver Value Help Manage their Lives Fit Into their Lives Give People Time Back 11 IMPROVING PEOPLE’S LIVES
- 12. NEW CAPABILITIES TO BUILD BRANDS & DRIVE GROWTH CORPORATE STRATEGY CORE COMPETENCIES MARKETING 4PS VALUE CHAIN STRATEGIC INTENT IN SEARCH OF EXCELLENCE R&D PORTFOLIO INNOVATION BRAND PURCHASE FUNNEL BUSINESS MODEL DESIGN 360 DEGREE CAMPAIGN DISRUPTION PROCESSES, STRUCTURE BRAND EXPERIENCE ECOSYSTEM DIGITAL DARWINISM CUSTOMER DECISION JOURNEY TRANSFORMATION CONNECTED DEVICES CONTEXT 360 DEGREE CONVERSTAIONS SOCIAL CURRENCY ME EXPERIENCE BIG DATA, MOBILE
- 14. “I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.” Angela Ahrendts /CEO - Burberry/ 14
- 20. Thank you! @ejoachimsthaler [email protected] Erich Joachimsthaler, Ph.D. / Founder & CEO of Vivaldi /
Editor's Notes
- #14: That’s an advertising from Burberry to build a brand of love A typical image building effort LOOOOVE Fully dressed, on the beach in black leather
- #15: To implement this strategy and get to these customers, Burberry realized it would have to speak their language…
- #16: Today: Burberry brand of value - Burberry has built the biggest presence on social networks. Bigger than... 15 million FB fans, 1.5 million Twitter followers - video taped cat walk lets ..... It lets fans talk about the collections, opine, provide feedback, connect with other fans. You even can be a little Anna Wintour of Vogue and express your sense of style, critique the collection of thousands of followers. Thats what we call creating brands of value through social currency.