Brand/Client Relationships“The Toolbox”

“The difficulty lies not in the new ideas, but in escaping

the old ones”

John Maynard Keynes

Brand/Client Relations Platform

Habits

Attitudes

Needsperceptions

expectations

Product

Proposition

Core Values

FunctionalBenefits

EmotionalBenefits

Brand Personality

Experience

Brand Client internal/external

Relationship

experiences

Supporting the Brand

Micro relevance

Mass communication

• New balance between emotional and functional values

• New experiences needed to answer changing expectations/behavior

• Changing conception of price/value relationship

• Structural strategic synergy between all client contacts

Changing the paradigm

• Looking ‘unbiased’ at possibilities

• Developing intrinsic indispensability

• Redefinition of playing field• Focus on Brand relevance• A different balance in brand equity

values

Brand relevance development

Rational benefits

Emotionalbenefits Values

What am I?

What do I do for you?

What does this mean to you?

How do I relate to your business/life?

Productattributes

so far

from now on

Brand equity development

Core Brand/Client Relations Values

• Mutual respect

• Mutual trust

• Mutual benefit

The Law of Satisfaction & Loyalty

• Under promise - over score!

– Satisfaction results from exceeded expectation.

– Loyalty results from prolonged satisfaction.

CATEGORYMOTIVATORS

FRAME-OF-REFERENCE

INFORMATIONSOURCES

BRAND DISCRIMINATORS

POINT-OF-SALE IMPACT

BRANDSATISFACTION

Brand/Client Relations System

Brand/Client Relations Buying Circle

New order

Suspects

Prospects

Hot prospects

Trial

Satisfied client

Loyal client

Client

Information

Comparison

Experience

Confirmation

Trust

Proposition

Pro

mis

eD

eliv

eran

ce

Matrix of convincement

Decision

Suspects

Prospects

Hot prospects

Trial

Satisfied client

Loyal client

Client

Information

Comparison

Experience

Confirmation

Trust

Proposition

Pro

mis

eD

eliv

eran

ce

Optimal Cost Per Contact

Decision

+

-

Gro

wth

Value

Growth/Value Matrix

GM- Small potentials GM+

GM- Medium potentials GM+

GM- Large potentials GM+

GM- Small clients GM+

GM- Medium clients GM+

GM- Large clients GM+

GM0 Max. penetration GM0

1 2 3 4 5 6 7 8 9 10<value><value>

• A value point = budget divided by total rewarded points.

•Budget = sum of sales- and relation support + related thematic investments.

•Is spend on the strongest choice per category from available media (theme/sales support).

Media Evaluation Rules

• Media are defined as relationship impulses, both thematic and supporting optimal growth.

• Besides all thinkable printed, electronic, personalized- and physical media, the Media Toolbox consists of personal sales-, and account initiatives.

• Media are chosen on effectiveness v/s cost per contact.

• Each chosen medium delivers a defined contribution in the mix, well balanced to reach the desired result.

• That should be a “forecastable, controllable and accountable” process

Benefits

Increasing profits

Increasing chances

Gaining time

Optimizing control

Strategy

• What do we wish to achieve?

• What is the most effective target group (min. Effort, max. result)?

• How do they relate to our goal?

• What are effective arguments?

• What is the most effective medium in it’s specific environment, to emphasize and convert arguments

• How do we “wrap” our message in brand values

1. Brand/Market vision and - potential

6. Market test

5. Development ‘prototype’ & concept test

3. Organization layout

2. Strategic options & financial impact

7. Roll out and communication

4. Positioning & (internal) Branding

Brand/Client Relations as a project

Approach

Timetable

Organization

Quality

Budget

Information