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© GfK October 13, 2015 | #FCSummit15 1
Brand Success in the
New World
Helen Zeitoun, Global Head
of Brand and Customer
Experience, GfK
© GfK October 13, 2015 | #FCSummit15 2
“Running Faster” Improved volume, market
share, click rate…
….Brand Success by creating value
through a life time relationship
“Building Value” Increased customer
lifetime value
Business short
term goal
End goal:
business
sustainable
value
Business
policies
© GfK October 13, 2015 | #FCSummit15 3
The new value game
HUMAN
CENTRICITY
CONSUMER
BRAND
RELATIONSHIPS
INTERACTIONS IN
THE DIGITAL WORLD
BRAND
EXPERIENCES
© GfK October 13, 2015 | #FCSummit15 4
“Wowing” via emotional imprint and
technology: with beer brands
Beers brands experience, on an app, in your Smart Kitchen, in Millenials events
Bud and Bud Light lost
4.3% share in 12 years
© GfK October 13, 2015 | #FCSummit15 5
SOCIALIZATION OF BRANDS
The stronger the emotional imprint of brand
experiences, the more the dialogues and social
media interactions WebBuzz on Twitter
can show negative!
© GfK October 13, 2015 | #FCSummit15 6
Experiences drive personal relationships
with brands over time
© GfK October 13, 2015 | #FCSummit15 7
— Kahneman Thinking Fast and Slow
“The remembering self…keeps scores and makes the choices.”
— Diener et al End Effects
“Dramatic elements and endings are remembered, not the average over time.”
Implications for marketing…..
The remembering customer dominates the rational customer
The rational
customer?
Or, the
remembering
customer
© GfK October 13, 2015 | #FCSummit15 8
Years 4 – 5
Time matters. Creating value over the consumer journey
Ebb and flow over time, creating value through experiences lived,
and lifetime relationships
Touchpoint
Experiences
Time
Year 3
Year 2
Year 1
© GfK October 13, 2015 | #FCSummit15 9
HARNESSING YOUR
BRAND FUTURE
In this new game
But how do you measure this?
© GfK October 13, 2015 | #FCSummit15 10
Can linear frameworks measure the
non-linear reality?
Choice
Consideration
Awareness
Purchase
Loyalty
© GfK October 13, 2015 | #FCSummit15 11
Radio Cinema
Sponsor
ship
Smart-
phone
Youtube
Friends
Retail/
Office Outdoor
Hotline
Loyalty
programs
Coupons
Youtube
Online
Banner
TV
Website
Social
Media
Shouldn’t we break down the silos?
Product/ Services/ User
experiences also leave feelings,
build value
BRAND EXPERIENCE:
paid, owned, earned
CUSTOMER EXPERIENCE:
tech, service, design
People do not
separate
experiences
with brands
1
2
Brand Communication is only
one part of the journey
© GfK October 13, 2015 | #FCSummit15 12
Think…non-linear, integrated brand model
Acknowledge the new world, frame it, quantify it
Brand &
Customer Equity Future
Behavior
Positive memorable
experiences build
future behavior
when they develop
relationships
© GfK October 13, 2015 | #FCSummit15 13
Large brands can fail
without “the right”
steering KPIs
© GfK October 13, 2015 | #FCSummit15 14
Case study: Puma versus Nike in Sports Apparel
Puma: traditional values
with little direct interaction with
consumers
Nike, in contrast: direct interaction
with consumers across all channels
© GfK October 13, 2015 | #FCSummit15 15
Funnel performance shows no
differentiation between Puma and Nike
Relevant
set
First
choice
Price
acceptance Purchase Awareness Familiarity
100% 98% 90% 61% 17% 32%
100% 97% 88% 44% 7% 27%
100% 97% 87% 45% 7% 26%
99% 93% 79% 27% 2% 21%
99% 96% 82% 49% 14% 33%
89% 77% 63% 26% 3% 26%
73% 62% 45% 13% 1% 27%
100% 97% 88% 44% 7% 27%
100% 97% 87% 45% 7% 26%
© GfK October 13, 2015 | #FCSummit15 16
Image Profile
Do not agree Totally agree
Image profile also does not differentiate…
Nike and Puma are the most similar image brands
Purchase Intention
Price Premium
Recommendation
Loyalty
Identification
Likeability
Trust
Superiority
Uniqueness
Quality
1 2 3 4 5 6 7
© GfK October 13, 2015 | #FCSummit15 17
Market share tells a different story
Source: Panel data – Textile Panel Germany
0%
5%
10%
15%
20%
25%
2005 2006 2007 2008 2009 2010 2011 2012 2013
Market Share
of Puma decreases
while Nike increases
© GfK October 13, 2015 | #FCSummit15 18
Brand experience and relationships
reveal the true story
Stranger Acquaintance Dissolved
Friendship
Guru Social Circle Close
Friends &
Family
1% 3%
11%
16%
25%
18%
2%
5%
19%
24%
37%
24%
54
39
-15 -18
39 21Brand Experience
Score:
Puma low
Emotional
Imprint
positive and
memorable
negative and
memorable
© GfK October 13, 2015 | #FCSummit15 19
And this is amplified through social
media
Emotional Imprint Signal (Extreme Sentiment analysis)
Nike
58%
Puma
23%
© GfK October 13, 2015 | #FCSummit15 20
The how: change your practice in brand
management…detect and act with agility
Brand
Experience
Management:
Detect
immediately
real life
performance,
On Demand
Detect
Explain
Respond
© GfK October 13, 2015 | #FCSummit15 21
Re-think
sustainable value of
brands
Re-consider the
measures to
capture the future