11www.tapestry-group.com The New Brand Attachment Model

Brand Attachment: How to

Woo & Win Women

brooklyn, new york 718.788.5920

www.tapestry-group.com

An ARF Webcast February 13, 2008

Presented by:

Kelley Connors

Marie Lemerise

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The Conversation Revolution

FROM: Brand-led marketing TO: Consumer centric buying

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The Gender Shift

Women have acquired unprecedented economic power

Women have unprecedented buying authority

“The power is with the consumer, marketers and retailers are scrambling to keep up with her.” A. G. Lafley, chief executive, Procter & Gamble

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Women Are Groundbreakers

Women are living an unprecedented life More independence, more success Planning for a longer life span Defying old stereotypes

Women are change agents It’s in their DNA No wonder she bit the apple And she’s been changing things ever since

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Women Invest, Instigate & Influence

Women will own more than 50% of the stock in the US by 2010

Women are opening small businesses at 2x the rate of men

Single women buy homes at an earlier age than single men

Women are Chief Health Officers and influence spouse, children, elderly parents and in-laws.

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Women are Complex, Changeable

Female Life Stage Constellation

Source: Boom: Marketing to the Ultimate Power Consumer the Baby Boomer Woman

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The Classic Model: Brand Loyalty

Seeker Repeat Buyer

Her Role

Brand Role

Buyer

The 3 R’s Registration Relevance Relatability

The Offer: Functional Emotional

Attention

Attraction

Acquisition

Loyalty

Rewards Coupons Loyalty

program

Stages: Awareness & Trial Capture Retention

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The Classic Model

Intrigue a woman, gain trial.

In the classic model, many brands get to the stage of Infatuation.

The 3 R’s Registration Relevance Relatability

The Offer: Functional Emotional

Attention

Attraction

Acquisition

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The Classic Model

The conversation revolution jeopardizes loyalty.

Will she or won’t she stay?

The Offer: Functional Emotional

Acquisition

Loyalty

Rewards Coupons Loyalty

program

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It Takes More to Woo & Win Her

Feelings of attachment lie at the core of all strong brand relationships.”

-- Susan Fournier, Journal of Consumer Research

In the conversation revolution, she brings the brand closer to her experience which is always changing.

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The New Model: Brand Attachment

Seeker Evangelist

Her Goal

Brand Role

Savvy Buyer

The 3 R’s Registration Relevance Relatability

The Experience SensoryEmotionalSymbolic

The It Factor The Essentials

An Intangible

1212www.tapestry-group.com The New Brand Attachment Model

The New Model: Brand Attachment

Seeker Evangelist

Outcome

Her Goal

Brand Role

Savvy Buyer

The Experience

Sensory Emotional Symbolic

Attention

Attraction

Adoption

Advocacy

The It Factor

The Essentials

An Intangible

WooWIN! Accelerate

growth

The 3 R’s Registration Relevance Relatability

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What Brand Attachment Means for You

Lower marketing costs Larger market share Greater profitability Greater ROI – return on

involvement

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Guiding Principles

Multiplicity

Credibility

Syn-tegration

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Syn-tegration:

The Waver

In the conversation revolution, she sways to and fro.

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Syn-tegration:

The Waver: Facilitate The Conversation

Educate, Inform,

Support

Consumer-

generated

Content

Involve her in the brand story

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The It Factor: First, the Essentials

Convenience

Customization

Community

Brand Attachment: The It Factor

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From Woo to Win: Add an Intangible

Challenge

Charisma

Contentment

Control

Brand Attachment ~ An Intangible

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What You Must Demonstrate: cachet, authenticity

What She Wants: Sizzle with Substance

Who You Can Learn From: Republic of Tea, Daily Candy

Charisma

Brand Attachment ~ An Intangible

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Charisma

An enriching interlude: the experience of fine tea in the Sip-by-Sip Life of balance and well-being.

New products leverage emerging needs and women’s humor.

Stay attuned to her evolution.

Brand Attachment ~ An Intangible

Results: Created the super-premium category. Annual sales have quadrupled despite an onslaught of competition.

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Charisma

Keeping her chic Insider’s guide to the stylish lifestyle Hip advocates inspired 10 spin off

editions including “Everywhere,” “Kids,” “Deals” and “London”

“It’s culture fun!” –Dany Levy, founder

Brand Attachment ~ An Intangible

Results: Viral sensation! From 700 names to 2 million subscribers. Buzz Maker and Brand Maker.

Support her so that she succeeds.

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What You Must Demonstrate: relief, a safety zone

What She Wants: escape from stress, connect to the present

Who You Can Learn From: Dannon Activia

Contentment

Brand Attachment ~ An Intangible

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Contentment

Millions of women suffer from it.

Doctors dismiss it.

When Dannon hinted at it, women heeded the message.

Brand Attachment ~ An Intangible

Customer Service call: A woman says that she had never eaten yogurt in her life until she tried Activia to relieve her chronic irregularity. She pauses to keep from breaking into tears. "Since I was a little girl, I've never been able to go to the bathroom regularly. This product has absolutely changed my life."

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Contentment

93% of those who took the Activia challenge would recommend it to a friend.

The brand promises…

IT WORKS OR IT’S FREE!

Results: a runaway success. Repeat business propelled sales past $100 million in year 1 – “a milestone that only a small percentage of new foods reach.” (NYT January 22, 2007).

Corporate profits rose sharply.

Brand Attachment ~ An Intangible

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What You Must Demonstrate: partnership, options, encouragement

What She Wants: openness, empowerment

Who You Can Learn From: Allī

Control

Brand Attachment ~ An Intangible

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Control

“Our vision is to change the way people think about weight loss. Allī breaks through the clutter with straight talk, an honest voice, saying that losing weight is hard work.” - Steven L. Burton, Vice President, GlaxoSmithKline

“we’re ready when you’re ready…just let us know”

“where there’s a will, there’s a way”

“It’s time for an honest voice. A promise kept”

Brand Attachment ~ An Intangible

Empower a woman to gain her influence

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Control

Listen to women share their stories

Results: “84% continued to use allī after 10 weeks on the medicine, an endorsement of early customer satisfaction”. - John Clark, Consumer Business, Glaxo Smith

Kline “Yes, it’s all gone – we can’t keep it in stock.” –Pharmacist, Brooklyn, NY

Brand Attachment ~ An Intangible

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What You Must Demonstrate: an intervention, potential for mastery

What She Wants: new currency for healthy, successful aging

Who You Can Learn From: AARP and Harley

Challenge

Brand Attachment ~ An Intangible

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Challenge

Re-inventing a Classic, the Boomer woman at 50

She wants adventure She welcomes change She wants to ride, baby ride!

AARP attracts and retains more women by offering her motorcycle insurance.

Brand Attachment ~ An Intangible

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Challenge

Women are the fastest growing segment of motorcycle riders.

Harley customizes product design to her physique and sponsors Garage Parties.

Results: 12% of Harley Davidson sales are for women, up from 4% in 1990. Revenue from women’s segment expected to break $300 million.

Brand Attachment ~ An Intangible

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The It Factor of Brand Attachment

Convenience

Customization

Community

Charisma

Contentment

Control

Challenge

It is about Gender!

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The New Model: Brand Attachment

Seeker

The 3 R’s Registration Relevance Relatability

The Experience: Sensory Emotional Symbolic

Evangelist

Adoption

Attraction

Advocacy

Attention

Savvy Buyer

The It Factor The Essentials An Intangible

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Discover Your It Factor

Listen to women share their stories

Educate women to gain their advocacy

Support women so they succeed

Facilitate as women co-create your brand

Stay attuned to her evolution

3434www.tapestry-group.com The New Brand Attachment Model

Brand Attachment: How to

Woo & Win Women

brooklyn, new york 718.788.5920

www.tapestry-group.com

An ARF Webcast February 13, 2008

contact: kelley@brandattachment.com

marie@tapestry-group.com