QUESTION: WHAT IS THE KEY TO LONG TERM

BRAND AND COMMERCIAL SUCCESS?

MANAGING YOUR BRAND’S RELATIONSHIp WITH CONSUMERS IS SIMILAR TO DATING. Even the language of modern branding takes cues from relationships, ‘attract’, ‘engagement’, ‘loyalty’....

THREE STAGES Of LOvE

RELATIONSHIp

BRAND

According to leading relationship expert Helen Fisher, there are three stages of Love: lust, attraction and attachment.

Brands go through the same phases with consumers as partners do in relationships

AttAchment

LoyALty And engAgement

AttrAction

UsAge driving freqUency

LUst

Promotion, driving triAL

short termbehaviouralresponses

long termbrand preferences

emotional brandassociations

rational product &pricing messages

system 2

system 1

Creating emotional ConneCtion drives the deepest relationships

HOW TO DRIvE BRAND LOvE?The process often involves:

1) Identifying the prospect and strategy that will inspire desire and land you the first date (promotions and purchase),

2) Igniting a spark that inspires more dates (great product leads to repeat business).

3) Consistently deliver wonderful experiences (customer service).

4) Provide unexpected events (product/service innovation), which will inspire attachment, moving the relationship to the next level of love (advocacy) and commitment (loyalty).

16%

Source:

2. BEST EXPERIENCES

1. NEVER LETS YOU DOWN

3. OVER DELIVERING ON PROMISE

4. SURPRISING

5. STaNDS BY BELIEfS

6. DIffERENT

WE NEED TO IDENTIfY ThE BIGGEST BaRRIERS TO OVERCOME

CRITERIA fOR SUCCESS

Key drivers of achieving best loved brand status.

Source:

STAKEHOLDERSvISION OUTCOME REpUTATION

BUSINESS GOAL:Double the size of the business by 2019 (5 year plan)

PERFORMANCE

BRAND GOAL:Increasing brand consideration and purchasing intent

AWARENESSPREFERENCETRUST

COMMS GOAL:Inspire people to speak well of / recommend the business

ADVOCACYBRAND LOVE

CUSTOMERS& SUPPLIERS

EMPLOYEE’S

KOFs

INVESTORS

GOVERNMENT

MEDIA

REGULATORS

COMMUNITIES

A STRONG, GROWING,

RESpONSIBLE COMpANY THAT

ENGAGES ME pERSONALLY

HOW DO WE GET THERE?

Aligning business, brand and communication goals.

Five gUiding prinCiples that help

BUild Brand love

1. fACILITATE pASSION DRIvEN BEHAvIOURSReflecting strong desires to use the brand, to invest resources into it and to interact frequently with it.

Consumers are increasingly on a journey along the “path to purpose” rather than the “path to purchase”. A recent study suggested consumers choose brands that engage them on points of passion and interest 42% more often than they choose competing products which simply urge them to buy the goods being advertised.

2. BUILD BRANDS THAT SYMBOLISE OR fACILITATE SELf BRAND INTEGRATIONBrands need to connect to life’s deeper meanings and important values – self alignment features here.

3. CREATE pOSITIvE EMOTIONAL CONNECTIONS

WITH THE BRANDNot just positive feelings, but a sense of attachment, bonding, an old friend.

An intuitive feeling of rightness about the brand.

Expertise and advice features here, create and leverage a feeling of anticipated separation distress if the brand were to go away.

5. MAINTAIN A LONG TERM RELATIONSHIp WITH THE BRAND

MOvING fORWARDDeliver intrinsic over extrinsic motives or rewards with marketing programs

that are frequent and on-going rather than one-shot and trial.

Want to tUrn YoUr CUstomers into Fans?

talK to one oF the team here at Forever Beta to see Where We Can help.

Call andY BrYant on: +44 (0) 7776 293911

or e-mail him at andYB@Forever-Beta.Com