Brand Attachment Webcast 021108 Final Nn
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Transcript of Brand Attachment Webcast 021108 Final Nn
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
22www.tapestry-group.com The New Brand Attachment Model
The Conversation Revolution
FROM: Brand-led marketing TO: Consumer centric buying
33www.tapestry-group.com The New Brand Attachment Model
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
44www.tapestry-group.com The New Brand Attachment Model
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
55www.tapestry-group.com The New Brand Attachment Model
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
77www.tapestry-group.com The New Brand Attachment Model
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
88www.tapestry-group.com The New Brand Attachment Model
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
99www.tapestry-group.com The New Brand Attachment Model
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
1010www.tapestry-group.com The New Brand Attachment Model
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.
1111www.tapestry-group.com The New Brand Attachment Model
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
1313www.tapestry-group.com The New Brand Attachment Model
What Brand Attachment Means for You
Lower marketing costs Larger market share Greater profitability Greater ROI – return on
involvement
1414www.tapestry-group.com The New Brand Attachment Model
Guiding Principles
Multiplicity
Credibility
Syn-tegration
1515www.tapestry-group.com The New Brand Attachment Model
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
1717www.tapestry-group.com The New Brand Attachment Model
The It Factor: First, the Essentials
Convenience
Customization
Community
Brand Attachment: The It Factor
1818www.tapestry-group.com The New Brand Attachment Model
From Woo to Win: Add an Intangible
Challenge
Charisma
Contentment
Control
Brand Attachment ~ An Intangible
1919www.tapestry-group.com The New Brand Attachment Model
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
2020www.tapestry-group.com The New Brand Attachment Model
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.
2121www.tapestry-group.com The New Brand Attachment Model
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.
2222www.tapestry-group.com The New Brand Attachment Model
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
2323www.tapestry-group.com The New Brand Attachment Model
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."
2424www.tapestry-group.com The New Brand Attachment Model
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
2525www.tapestry-group.com The New Brand Attachment Model
What You Must Demonstrate: partnership, options, encouragement
What She Wants: openness, empowerment
Who You Can Learn From: Allī
Control
Brand Attachment ~ An Intangible
2626www.tapestry-group.com The New Brand Attachment Model
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
2727www.tapestry-group.com The New Brand Attachment Model
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
2828www.tapestry-group.com The New Brand Attachment Model
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
2929www.tapestry-group.com The New Brand Attachment Model
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
3030www.tapestry-group.com The New Brand Attachment Model
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
3131www.tapestry-group.com The New Brand Attachment Model
The It Factor of Brand Attachment
Convenience
Customization
Community
Charisma
Contentment
Control
Challenge
It is about Gender!
3232www.tapestry-group.com The New Brand Attachment Model
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
3333www.tapestry-group.com The New Brand Attachment Model
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: [email protected]