SWEAT THE SMALL STUFFGREAT BRANDS

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FMOT

▸ The three to seven seconds when a shopper notices an item in a retail environment.

▸ Who am I?

▸ What am I?

▸ Why am I right for you?’

▸ When the redesign was finished, Pantene was shipped in brighter, more attractive packaging that was easier to identify in the store and easier to use at home

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SPEAKING THROUGH DESIGN

▸ We respond to design with our emotions, design is one of the most important ways to make the emotional connections

▸ Design language in your product and its packaging can convey the unique meaning and value of the brand

Video

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CHOBANI | UNCOMMONGOODS

▸ “People say, ‘It’s yogurt, who cares?’ But there’s emotion to it,” he says. “You can make this a moment: the opening of it, the eating of it, the experience. I spent so much time on every single detail.”

▸ It’s not a stretch to credit this Jobs-esque obsession with design as one of the drivers behind Chobani’s rise to more than $1 billion in revenues in less than five years. 7

DESIGN SHOULD ALWAYS BE TAKEN UP AS THE FUNDAMENTAL FIRST STEP TOWARD THE ULTIMATE IDEAL: MEMORABLE CUSTOMER EXPERIENCES OF YOUR BRAND. GREAT BRANDS SEEK OUT OPPORTUNITIES FOR BRAND EXPRESSION IN EVEN THE FINEST DETAILS OF EXECUTION. THE CULTURE AT REI EMBRACES THIS NOTION, WITH ITS COMMITMENT TO LEAVING NO DETAIL UNATTENDED IN THE EXPERIENCE OF ITS BRAND.

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▸ Great brands are purposeful in everything they do. They meticulously design the experiences of their brand touchpoints because that’s how brand vision gets translated into customer reality.

▸ Market study in 2011 showing that only 13 percent of executives believe the purchase experience is the most critical driver of future brand equity, whereas 36 percent said product and service quality would be the top driver.

VALUING THE CUSTOMER EXPERIENCE

FAST FOOD EXAMPLE?

EXPERIENCING YOUR BRAND LIKE A CUSTOMER

WHAT IS AN ‘ORGANIZATIONAL SILO’?

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PURSUING THE SEAMLESS CUSTOMER EXPERIENCE

▸ Great brands work at closing this gap between the real and the ideal, so that customers are more likely to get the seamless brand experiences they expect.

▸ At REI, the immersive experience of the brand in-store is carried over into other channels.

▸ The company’s website and social media pages translate the brand mission into visuals, layouts, functionality, and content.

CONSUMERS NO LONGER TOLERATE DISCONNECTS.

USING A CUSTOMER EXPERIENCE ARCHITECTURE TO CONSTRUCT YOUR BRAND EXPERIENCE

TOOL:

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EXPLAIN EACH OF THESE:

1.The Brand Platform

2.Customer Experience Strategy

3.Channel Requirements and Objectives

4.Customer Segments

5.Prioritization

6.Experience Design

7.Assessment and Integration

8.Description

Dare to Dream

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