Brand Success in the New World

Transcription

1 Brand Success in the New World Helen Zeitoun, Global Head of Brand and Customer Experience, GfK GfK October 13, 2015 #FCSummit15 1

2 .Brand Success by creating value through a life time relationship Business short term goal Running Faster Improved volume, market share, click rate Business policies End goal: business sustainable value Building Value Increased customer lifetime value GfK October 13, 2015 #FCSummit15 2

3 The new value game INTERACTIONS IN THE DIGITAL WORLD CONSUMER BRAND RELATIONSHIPS HUMAN CENTRICITY BRAND EXPERIENCES GfK October 13, 2015 #FCSummit15 3

4 Wowing via emotional imprint and technology: with beer brands Beers brands experience, on an app, in your Smart Kitchen, in Millenials events Bud and Bud Light lost 4.3% share in 12 years GfK October 13, 2015 #FCSummit15 4

5 The stronger the emotional imprint of brand experiences, the more the dialogues and social media interactions WebBuzz on Twitter can show negative! SOCIALIZATION OF BRANDS GfK October 13, 2015 #FCSummit15 5

6 Experiences drive personal relationships with brands over time GfK October 13, 2015 #FCSummit15 6

7 Implications for marketing.. The remembering customer dominates the rational customer The rational customer? Or, the remembering customer The remembering self keeps scores and makes the choices. Kahneman Thinking Fast and Slow Dramatic elements and endings are remembered, not the average over time. Diener et al End Effects GfK October 13, 2015 #FCSummit15 7

8 Time matters. Creating value over the consumer journey Ebb and flow over time, creating value through experiences lived, and lifetime relationships Touchpoint Experiences Year 2 Year 3 Years 4 5 Year 1 Time GfK October 13, 2015 #FCSummit15 8

9 But how do you measure this? HARNESSING YOUR BRAND FUTURE In this new game GfK October 13, 2015 #FCSummit15 9

10 Can linear frameworks measure the non-linear reality? Awareness Consideration Choice Purchase Loyalty GfK October 13, 2015 #FCSummit15 10

11 Shouldn t we break down the silos? BRAND EXPERIENCE: paid, owned, earned 1 Brand Communication is only one part of the journey Smartphone witter Sponsor TV Online ship Banner Cinema otline Outdoor Facebook Youtube Friends Youtube Website Radio Retail/ Office Social Media Coupons Loyalty programs Print People do not separate experiences with brands CUSTOMER EXPERIENCE: tech, service, design 2 Product/ Services/ User experiences also leave feelings, build value GfK October 13, 2015 #FCSummit15 11

12 Think non-linear, integrated brand model Acknowledge the new world, frame it, quantify it Positive memorable experiences build future behavior when they develop relationships Brand & Customer Equity Future Behavior GfK October 13, 2015 #FCSummit15 12

13 Large brands can fail without the right steering KPIs GfK October 13, 2015 #FCSummit15 13

14 Case study: Puma versus Nike in Sports Apparel Puma: traditional values with little direct interaction with consumers Nike, in contrast: direct interaction with consumers across all channels GfK October 13, 2015 #FCSummit15 14

15 Funnel performance shows no differentiation between Puma and Nike Awareness Familiarity Relevant set Purchase First choice Price acceptance 100% 98% 90% 61% 17% 32% 100% 97% 88% 44% 7% 27% 100% 100% 97% 97% 88% 87% 44% 45% 7% 27% 26% 99% 93% 79% 27% 2% 21% 99% 96% 82% 49% 14% 33% 89% 77% 63% 26% 3% 100% 97% 87% 45% 7% 26% 73% 62% 45% 13% 1% 27% GfK October 13, 2015 #FCSummit15 15

16 Image profile also does not differentiate Nike and Puma are the most similar image brands Image Profile Purchase Intention Price Premium Recommendation Loyalty Identification Likeability Trust Superiority Uniqueness Quality Do not agree Totally agree GfK October 13, 2015 #FCSummit15 16

17 Market share tells a different story 25% 20% 15% 10% Market Share of Puma decreases while Nike increases 5% 0% Source: Panel data Textile Panel Germany GfK October 13, 2015 #FCSummit15 17

18 Brand experience and relationships reveal the true story 37% 1% Brand Experience Score: 16% Puma low 11% Emotional 3% Imprint % 2% 39 19% 24% 24% 18% 25% positive and memorable negative and memorable Stranger Acquaintance Guru Social Circle Close Dissolved Friends & Friendship Family GfK October 13, 2015 #FCSummit15 18

19 And this is amplified through social media Emotional Imprint Signal (Extreme Sentiment analysis) Nike Puma 58% 23% GfK October 13, 2015 #FCSummit15 19

20 The how: change your practice in brand management detect and act with agility Brand Experience Management: Detect Detect immediately real life performance, On Demand Respond Explain GfK October 13, 2015 #FCSummit15 20

21 Re-think sustainable value of brands Re-consider the measures to capture the future GfK October 13, 2015 #FCSummit15 21