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Turn your brand into a Lovebrand
The document discusses the importance of creating 'brand love' to foster long-term engagement with customers and employees amidst a saturated market. It emphasizes the need for organizations to communicate their unique corporate stories and values, rather than merely focusing on products or services. The 'lovebrand model' is introduced as a tool to help brands differentiate themselves and increase business success through inspiring messaging and building lasting emotional connections.
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Discussion on turning brands into 'Lovebrands' by creating emotional connections with customers and employees through authentic stories.
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Turn your brand into a Lovebrand
- 1. Turn your brand intoa Lovebrand! By Markward van der Mieden - LGND Fotografie
- 2.
- 3. Today, it ismore difficult for brands to manipulate people. With loud online and offlin e media!
- 4. The current overkillof commercial messages is met with increasing resistance.
- 5. In addition, peopleare increasingly experiencing stress from choice dilemmas. Which brand or employer suits me bes t?
- 6.
- 7. It’s getting progressivelydifficult for brands to stand out...
- 8. And to findand engage customers and employees. on a long-te rm basis!
- 10. What people needare brands with an inspiring story... I.e. a Corpor ate Story
- 11. That is soremarkable, authentic and lovable... That people want to connect themselves t o it!
- 12. Organizations should create truebrand love!
- 13. Both outside andinside the company!
- 14. In fact, researchshows that brand love results in: 1. A high degree of brand loyalty. 2. Positive ‘Word of Mouth’. 3. Resistance to negative information. *Batra, Ahuvia & Bagozzi (2011)
- 15. In short, truebrand love increases your business success. because of t ruly engaged customers an d employees!
- 16. But how doyou create true brand love?
- 17. And how doyou turn your brand into a lovebrand? An inspiring brand that people really love!
- 18. 3 tips forfinding and engaging customers and employees. After all, em ployees are y most import our ant capital asset!
- 19.
- 20. Stop shouting downother brands, claiming how you offer even: 1. More sustainable products. 2. Cheaper services. 3. Better customer care.
- 22. Ev en better! (or sexier) Ev en cheaper!
- 23. Start inspiring. By communicating: 1.Why your organization exists. 2. What you believe in. 3. How you fulfil your brand promise.
- 24. “In everything wedo, we challenge the status quo.”
- 25. “I have adream!”
- 27. People don’t buywhat you do, but why you do it. Simon Sinek
- 28. Do not focuson your product or service, but on your Corporate Story.
- 29. For example: Ducati enYamaha, two succesful brands with fans all over the world.
- 30. Why does Ducati exclusivelysell motorbikes?
- 31. While Yamaha’s productrange includes musical instruments, golf clubs and electronics.
- 32. Because both brandsfocus on their Corporate Story, instead of their products! y that t ells what the stor ion beliefs and how the organizat it fulfils its promise.
- 33. Ducati’s story isabout emotion; passion for the race circuit and Italian design.
- 34. Yamaha’s story isabout excellence; enriching people’s lives with technology.
- 35. In other words:differentiate through your unique identity. Your Corpora te Story!
- 36.
- 37. How do youstimulate your customer’s 5 senses?
- 38. What does yourproduct or service feel, smell and sound like? Does it look good enough to make you r mouth wa ter?
- 39. And what areyou doing to stimulate the sense of your employees?
- 40. What does thefurniture in your office feel and smell like? And what’s on the lunch m enu?
- 41. Build a communityaround your brand and have fans build your lovebrand. make yo ur heart Does L EGO still beat fa ster too?
- 42. Would you likea tool to turn your brand into a Lovebrand? And finding and engagin customers on g a long-term basis?
- 43. Start working withthe Lovebrand Model. for creating a strong market posit ion and stra tegy.
- 44. # The Lovebrand Model. Designed by: Date: Designed for: Brand Promise. Target Groups. Channels. Purpose. Core Values. For whom do we create value? Through which channels do our target groups What are the should’s and shouldn’ts that What is our single, clear, compelling message want to be reached? Why do we exist? that states why we are different and worth Who are our most important ambassadors? govern our company’s underlying decisions? How are we reaching them now? What do we believe? loving and buying? What are our three organizational values? Which channels are the most cost-effective? What is our guiding star on the horizon? Examples: What are our three customer values? (Potential) Employees How are our channels integrated? 61,("7'&,$87%,,$7%&9'(:$-0.)'$7%&9'(:$,'27'-('/:$/0+'&,0*'/; Examples Customer Values: Unions Channel phases: Transparant Shareholders 1. Awareness Save Investors How do we raise brand awareness? Simple Suppliers 2. Interact Governmental Organizations How do we interact with our target groups? Examples Organizational Values: NGO’s 3. Attract Eager to learn Press & Media How do we attract our target groups to connect with us? Everyone an entrepreneur 4. Interest Reliable How do we get interest from our target groups? 5. Inspire How do we inspire our target groups to take action? 6. Engage BHAG. Core Competence. How do we engage with our target groups? 7. Reward How do we reward our target groups? What is our Big Hairy Audacious Goal? Which competences are the basis for a sustainable competitive advantage? What is our 10-30 year lofty goal? Does this goal challenge us to long term relation- Examples: ships? Invention Production Problem Solving Internal or External Logistics Market Knowledge Customer Service Motivation Co-creation Networking Sensuality. Intimacy. Mystery. with them? What type of relationship does each target group expect us to maintain !"#$%&'$()'$*+'$,'-,',$."--'.('/$#0()$"1&$"&2%-03%(0"-$%-/$4&%-/5 Who were the founders of our organization? How do we exceed people’s expectations? Which sense (hearing, sight, touch, smell, taste) needs priority? What were the purposes, goals and values of our founders? How do we invest in our (potential) ambassadors? What were important milestones in our history? How do we build trust with our ambassadors? Which anecdotes about our founder, people and brand should we share? How can people experience our brands? Which questions do people have about us? How do we turn complaints into compliments? Which stories do people tell about us? Types of relationships: (Dedicated) Personal Assistance Automated Service Self-Service Communities Co-creation the This work is created by Markward van der Mieden and licensed under view a Creative Commons Attribution-Share Alike 3.0 Unported License. To Lovebrandmodel.com /3.0/. copy of this license, visit http://creativecommons.org/licenses/by-sa
- 45. The Lovebrand Model. 10building blocks to help you: 1. Differentiate your brand through your identity. 2. Develop a constructive strategy. 3. Create an inspiring message worth spreading.
- 46. The Lovebrand Modelhelps you find and engage customers and employees. On a long-te rm basis!
- 47. And helps youincrease the success of your business. by transforming y our customers and employees into ambassadors.
- 48. Just like myLovebrand...
- 49. Start inspiring today. Turnyour brand into a Lovebrand! A brand that peop le want to be identified with .
- 50. Inspired? Visit LGND.nl/brandlove: 1.Download the Lovebrand Model for free. 2. Become a member of the Lovebrand Community. 3. Watch my videoblogs for more inspiration (in Dutch).
- 51. Or contact mefor workshops and presentations. Twitter: @MvanderMieden Email: [email protected] Web: LGND.nl/brandlove
- 52. Photo credits: vebrand! Slide 1, 2, 4 en 16 - DOYOUREADME?! Slide 30 en 34 - webbikeworld.com Slide 7 - Ricky Adams My lo Slide 31 - carmagblog.co.za Slide 9 - Rachel-Mcadams.net Slide 34 - yamaha.com Slide 12 - bikewalls.com Slide 37 - http://multivu.prnewswire.com Slide 13 - F1network.net Slide 39 - unilever.com Slide 21 - Cheaptickets.nl Slide 41 - swedespeed.com Slide 24 - geekbeat.tv Slide 48 - http://www.flickr.com/photos/spiral-static/ Slide 25 - ancientfaces.com Slide 26 - thebodyshop.com