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LET’S TALK ABOUT BRAND. IDENTITY REPUTATION EXPECTATION.

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Presentation on theme: "LET’S TALK ABOUT BRAND. IDENTITY REPUTATION EXPECTATION."— Presentation transcript:

1 LET’S TALK ABOUT BRAND

2 IDENTITY

3 REPUTATION

4 EXPECTATION

5 “Your brand is what other people say about you when you’re not in the room” Jeff Bezos, CEO Amazon

6 Brand is a strategic beacon Brand is a shortcut to a decision Brand can craft the customer experience Brand differentiates in a grey market Brand can create value Brand is …

7 “Brand is a customers gut feeling about a product, service or company” Marty Neumeier, Author ‘ZAG’

8 CONNECTION?

9 RESEARCH…?

10 5 5

11

12

13 WHAT IS A BRAND CONNECTION?

14 Brand connection is really important 79% 64% 60% 2% 5% 15%

15 Surely perceived ‘business value’ makes the brand connection? Agree with the statement: “We will definitely consider this brand in the future” 81% 19% 26% 74%

16 But sadly business value is not a differentiator US professional service sector… 85%

17 And buyers can’t see or don’t believe the suppliers “unique benefits” Q: Do you see a real difference between suppliers and value the difference enough to pay for it? 86% 14%

18 Personal value trumps business value every time 43% 21% Functional benefits Business outcomes Professional benefit - career enhance ment Social benefits - popularity Emotional benefits - confidence Self image benefits - pride

19 The Rider: The conscious rational thinking brain The Elephant: The automatic visceral emotional brain

20 EMOTIONS MAKE STORIES STICK

21 THEY’RE LIKE NEON SIGNS TELLING YOUR BRAIN “REMEMBER THIS”

22 WHEN EMOTIONS ARE TRIGGERED, DOPAMINE FLOODS THE BRAIN

23 LOGIC DOESN’T BRING ON THE DOPAMINE WHICH IS WHY IT DOESN’T STICK ? Smoking harms nearly every organ in the body and is the leading cause of preventable death in the US Smoking harms nearly every organ in the body and is the leading cause of preventable death in the US

24 RATIONAL MESSAGING AND TACTICS (Targeting the rider brain) AGN Brand factor: Excellence and Connectedness Functional benefits Connectedness Evidence quality of service Evidence quality of people Business outcomes Client case studies Client quotations Performance enhancement Thought leadership

25 EMOTIONAL MESSAGE AND TACTICS (Targeting the elephant brain) AGN Brand factor: Personality Professional benefit - career enhancement Social benefits – popularity Emotional benefits - confidence Self image benefits - pride

26 AGN - Why bother? Reduced relevance and respect Intense competition Audit commoditised Innovation pressures New entrants Association with GFC 26

27 The Financial Reporting Council criticized the Big Four accounting firms for continued failings in their audit work at banks and building societies… Auditors criticized for role in financial crisis… Big Four Firms to Be Questioned on Push into Consulting…

28 It’s a grey sector… And the big 4 like it that way

29 AGN – its an open goal! 29 Complacency/complici ty of Big 4 Lack of differentiation Market opportunity Define your category Niche deserted by the big firms? Create an emotional connection Show some personality

30 HOW CAN WE EMERGE FROM THE GREY?

31 “Here’s to the crazy ones. The misfits. The rebels. The trouble makers. The round pegs in square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can praise them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things.” Steve Jobs, Founder Apple

32 Challenger Brands play heavily on making an emotional connection with their markets

33 33 Not No1 nor are they niche

34 34 Ambitions that exceed their marketing resources

35 35 Want to change faster than the market

36 CREDO 1 Break with the past and redefine the category upstream

37 CREDO 1 Break with the past and redefine the category upstream

38 CREDO 2 Create a lighthouse identity A strong and different identity and positioning

39 CREDO 8 Become idea centered Constantly defining new tools, services, thought leadership

40 Could AGN be a Challenger? ‘AGN inside’

41 Remember brand isn’t… Brand is not a logo Brand is not colours and design Brand is not lipstick on a pig! Brand is about making an emotional connection with the client

42 42

43 The brand is… Brand is a strategic beacon (remote control) Brand is a shortcut to a decision Brand guides values and culture Brand influences staff behaviour

44 Brand experience 50/50? Customer Brand Proposition Employer Brand Proposition Brand DNA CUSTOMER EXPERIENCE Why should customers consider you? Why should they come back for more? EMPLOYEE EXPERIENCE Why should people join you? Why should they stay? THE AUTHENTIC IDEA ABOUT YOUR BUSINESS THAT SHINES THROUGH

45 Professional services Automotive Source: Interbrand 80% 60% 10% 30% 10% 80% 10% How brand is experienced

46 Why its important… Increased performance Client retention Advocacy Discretionary effort Loyalty Recruitment costs Continuity Loss of investment

47 200% annual net profit 18% higher productivity 250% revenue growth 12% greater customer advocacy 50% fewer sick days 87% less likely to leave organisation The top 25% of organisations where employees site a high degree of trust outperform the bottom 25% by

48 People power Culture of participation and two-way dialogue must be fostered Involve employees in process early to articulate, refine or validate purpose Co-create and iterate purpose to increase buy-in Employees are the brand. Social media - instantaneous broadcast to clients and colleagues. Reputation is largely in their hands

49 The rise of shared values Employees are demanding organizations rediscover their social purpose and put it at the core of how they conduct business and engage with their stakeholders to create shared value. “Great companies nurture a dialogue to put social purpose at the forefront of everyone's mind and ensure that employees use organisational values as the guide to their business decisions” How Great Companies Think Differently, HBR, Nov. 2011

50 It’s a war out there…

51 We have to tell a different distinctive story….

52 Linking Connectedness Excellence and Personality with the emotional and rational needs of the client

53 Engaging staff along the way getting their help in defining this position

54 A clear counterpoint to the Big 4 and their like

55 more likely to consider buying from you more likely to purchase more likely to pay a premium Brand connection means…

56 Things to consider… Personal benefits of brand are twice as powerful as functional benefits… Are there are elements of a challenger brand strategy that could take us forward? The complacency of the sector is an open goal Our people are our most powerful assets in the brand war

57 Every business owner here is driven by one seductive fact…

58 The future is worth fighting for…

59 See you after the break AGN International New Delhi, November 2014 “Change Worth Making”


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