![Definition: A brand
brand:
a person’s gut feeling
about a product,
service, or organisation.
[Image and definition: The Brand Gap, Marty Neumeier]](https://image.slidesharecdn.com/thebrandexperiencegap-foolproofwebinarvideo-130114072318-phpapp01/75/The-Brand-Experience-Gap-8-2048.jpg)
Uploaded byTim Loo
The Brand Experience Gap
The document discusses the concept of the brand experience gap, emphasizing how digital transformation changes consumer perceptions and expectations of brands. It highlights the need for organizations to align their customer experiences with their brand promises, advocating for a structured user experience (UX) strategy to effectively address these challenges. The webinar provides actionable steps for mapping customer experiences, establishing design principles, and creating a unified vision to improve brand value.
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Similar to The Brand Experience Gap
The Brand Experience Gap
- 1. The brand experiencegap Tim Loo, UX Strategist Webinar 13 December 2011 Photo: www.flickr.com/photos/dykstranet/100764248/
- 2. Agenda What we’ll covertoday What is the brand experience gap? How digital is changing consumers Why organisations fail to keep pace How user experience design tools and techniques can be used to help brands tackle this How to create a planning framework for developing a user experience strategy Your questions © 2011 Foolproof Limited 2
- 3. Before I begin... Somedisambiguation
- 4. customer Firstly some, disambiguation experience User experience versus customer experience user experience
- 5. So let’s begin... Whatis the brand experience gap and why does it matter?
- 6. Brand matters Brand value is real & tangible Accounts for a significant value of an organisation’s market capitalisation and drives long term shareholder value Brand value Market cap $71 billion $153 billion Interbrand (2011) 12-12-11 Top 100 Brands 2011, Interbrand
- 7. What is brandvalue? “Brand equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service BRAND AWARENESS to a firm’s customers” BRAND LOYALTY BRAND LOYALTY PERCEIVED QUALITY BRAND ASSOCIATIONS Building Strong Brands, David A. Acker
- 8. Definition: A brand brand: a person’s gut feeling about a product, service, or organisation. [Image and definition: The Brand Gap, Marty Neumeier]
- 9. So how doesbusiness manage brand
- 10. The golden ageof brand advertising The brand CUSTOMERS message The brand is what you say it is
- 11. Smarter brand advertising CUSTOMERS The brand is still what you say it is
- 12. The age ofthe digital consumer CUSTOMERS The brand is what they say it is
- 13. So what dowe mean by the brand experience gap? BRAND EXPERIENCE PROMISE REALITY Photo: www.flickr.com/photos/geishaboy500/2911049059/
- 15. An brand advertisingcampaign...
- 16. ...creates a promiseacross the entirety of the experience
- 17. Consumers can shareand uncover the brand gap in real-time
- 18. Consumers can shareand uncover the brand gap in real-time
- 19. The experience isbecoming brand perception THE BRAND THE CUSTOMER EXPERIENCE UNDERSTANDING PROMISE RELEVANCE CONSISTENCY PERCEPTION AUTHENTICITY &VALUE DIFFERENTIATION
- 20. Digital makes thegap between your brand promise and experience all too obvious BRAND EXPERIENCE PROMISE REALITY
- 21. Photo: www.flickr.com/photos/yagankiely/4885094216/ Digital istransforming consumer thinking and behaviours and how people think about brand
- 22. Consumers are constantlyadapting to new technologies Search Find Comparison sites Evaluate UGC Authenticate Social Share All the above, Mobile all the time
- 23. Consumers are betterthan business at integrating digital into their lives
- 24. Why is businessso slow to adapt?
- 25. Product Geographic Functional Channel Organisations live in silos
- 26. BRAND X PRODUCT SALES MARKETING OPERATIONS IT RETAIL Organisations live in silos
- 27. BRAND X PRODUCT SALES MARKETING OPERATIONS IT RETAIL DIGITAL In-store Offline Infrastructure Web Web Online eCommerce Mobile Contact Social!!! centre Digital is still a bolt-on to many brands and their business models
- 28. Silos are primarilyfocussed on optimising their parts of the business
- 29.
- 30. The user experiencefeels like a patchwork of interactions rather than a seamless, coherent and cohesive experience
- 31. Digital = Theage of brand disruption Top 100 Brands 2011, Interbrand
- 32. How can organisationsbreak this cycle?
- 33. 1. You needleadership and sponsorship
- 34. 2. You needto make the connection between your customer experience and the drivers for brand value Experience drivers Experience Net drivers Promoter Score Experience drivers Experience drivers
- 35. 3. You needa vision which can inspire and create organisational alignment
- 36. 4. You needa roadmap and business case which brings this all together UX strategy A long-term plan to align every customer touchpoint with your vision for user experience, and achieve a measurable increase in commercial yield.
- 37. How do youcreate a UX strategy?
- 38. A framework forUX strategy planning 1 2 3 4 5 6 7 BUSINESS PLAN & DEFINE UNDERSTAND BENCHMARK IDEATE ENVISION CASE ROADMAP Defining UX Understand the Create a Ideate, co- Visualise the Develop the Develop the success at customer measurement create and UX vision bring commercial right plan and brand and ecosystem and framework for iterate UX value propositions to model for priorities to organisation organisational user propositions life for success deliver benefits level factors for UX experience stakeholders Focussed Baseline current Customer and customers Company Immersion into Define UX key innovation performance priorities mission & the customer performance around customer Storyboarding Set and validate Business case business model ecosystem indicators and scenarios & Interactive benefits case underlying design principles Organisation Target brand Environmental prototypes assumptions heuristics Developed in positioning trends in (eg. take up, Technology technology, beh Benchmark and collaboration Customer story usage) Values & with customers videos Legal & avioural and baseline the Test service/ organisation compliance societal change current Iterative Experience product principles experience spaces Organisational concepting parameters (eg. Strategic against existing factors – pricing) imperatives & and emerging people, structure Future UX KPIs priorities competitors , process , culture © 2011 Foolproof Limited
- 39. Three things youcan do today 1. Complete the picture of the customer and map their current experience & pain-points 2. Establish experience design principles 3. Design a customer experience vision
- 40. 1. Map thecurrent customer experience Many organisations still allow opinions about customers to dominate decision making. Yet most organisations have plenty of research to hand but can’t use the insights to align stakeholders & spot holistic problems and opportunities.
- 41. 1. Map thecurrent customer experience Turn all of your current insights into documentation you can use to align stakeholders and map value Personas Customer journeys maps Pain-points (& pleasure points)
- 42. 2. Establish experiencedesign principles Experience design principles describe the core values of the user experience of a product or a service Experience design principles should be aspirational and inspiring They form the basis for creating a vision of your future customer experience
- 43. 2. Establish experiencedesign principles CUSTOMER BRAND GOOD DESIGN EXPERIENCE ASSETS & PRINCIPLES INSIGHT VALUES 1. Based on customer What is the current experience research What are our brand values? like for our customers? How do we want the What do they like? 2. Short & memorable experience to be an expression of these? What are their frustrations 3. Cross-feature and pain-points? What are our differentiating assets and capabilities What can we learn from 4. Specific our competitors? 5. Non-conflicting Have they been delighted before by similar services/offerings? How? 6. Measurable Why?
- 44. 3. Co-create acustomer experience vision Ideal customer journeys Concept prototypes Future customer stories Measurable CUSTOMERS customer statements
- 45. A framework forUX strategy planning 1 2 3 4 5 6 7 BUSINESS PLAN & DEFINE UNDERSTAND BENCHMARK IDEATE ENVISION CASE ROADMAP © 2011 Foolproof Limited
- 46. 1. Getting asponsor (or become a sponsor) The future of brand belongs to gate-keepers of the customer experience
- 47. 1. Getting asponsor (or become a sponsor) Be the leader & win the land grab
- 48. Thank you. Do wehave any questions, John?
- 49. Contact Tim Loo UXStrategist, Foolproof Ltd [email protected] @timothyloo @foolproof_ux Foolproof Harella House 90-98 Goswell Road London EC1V 7DF +44 (0)20 733 6700 www.foolproof.co.uk
- 50. This has beena Foolproof webinar © 2011 Foolproof Limited For more information on UX strategy Visit www.foolproof.co.uk Follow us @foolproof_ux
Editor's Notes
- #2 We would like to build a long term relationship to help you create market leading digital experiences for your customers.
- #20 AUTHENTICITYThe brand is soundly based on an internal truth and capability. It has a definedheritage and a well-grounded value set. It can deliver against the (high)expectations that customers have of it.RELEVANCEThe fit with customer/consumer needs, desires, and decision criteria across allrelevant demographics and geographies.CONSISTENCYThe degree to which a brand is experienced without fail across all touchpointsor formats.DIFFERENTIATIONThe degree to which customers/consumers perceive the brand to have adifferentiated positioning distinctive from the competition.PRESENCEThe degree to which a brand feels omnipresent and is talked about positivelyby consumers, customers, and opinion formers in both traditional andsocial media.UNDERSTANDINGThe brand is not only recognized by customers, but there is also an in-depthknowledge and understanding of its distinctive qualities and characteristics.(Where relevant, this will extend to consumer understanding of the companythat owns the brand).