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Steve Yastrow
Creating a compelling brand story to drive
business results
Herning Erhvervsråd10-19-04
www.brandharmony.com
© Steve Yastrow, 2004
Everything is MarketingEverything is Marketing
Intentions vs. PerceptionsIntentions vs. Perceptions
Do you ever do this?Do you ever do this?
What’s the real cost?What’s the real cost?
This is marketing:This is marketing:
$$$$
BrandImpression
All exp
erience
s the
custo
mer has w
ith
your product Customer
ThoughtCustomer
Action
The Traditional Way …The Traditional Way …
“Brute Force Branding”
Power
ful M
essa
ge Many Exposures
Brute force is not enough …Brute force is not enough …
The Noise!The Noise!
The average worker receives more than 200 incoming messages per day.
The average worker receives more than 200 incoming messages per day.
The Noise!The Noise!
The average American sees 3000+ advertising/
promotionalmessages per day.
How much in Denmark?
The average American sees 3000+ advertising/
promotionalmessages per day.
How much in Denmark?
The Noise!The Noise!
The average American
will watch 1760+
hours of TV
this year.
The average American
will watch 1760+
hours of TV
this year.
The irreversible tectonic shift in power from sellers to buyers
The irreversible tectonic shift in power from sellers to buyers
Pow
er
Seller
Buyer
Customer Power!Customer Power!
Pow
er
SellerBuyer
The irreversible tectonic shift in power from sellers to buyers
The irreversible tectonic shift in power from sellers to buyers
Customer Power!Customer Power!
Pow
er Seller Buyer
The irreversible tectonic shift in power from sellers to buyers
The irreversible tectonic shift in power from sellers to buyers
Customer Power!Customer Power!
Pow
er Seller
Buyer
The irreversible tectonic shift in power from sellers to buyers
The irreversible tectonic shift in power from sellers to buyers
Customer Power!Customer Power!
Pow
er
Seller
Buyer
The irreversible tectonic shift in power from sellers to buyers
The irreversible tectonic shift in power from sellers to buyers
Customer Power!Customer Power!
Sources of Customer PowerSources of Customer Power
1. Product proliferation
2. Access to plentiful, objective information
3. The new mindset: self-reliant, savvy, skeptical
1. Product proliferation
2. Access to plentiful, objective information
3. The new mindset: self-reliant, savvy, skeptical
Consumer AttitudesConfidence & TrustConsumer Attitudes
Confidence & TrustGreat confidence in: 1987 (%) 2003 (%)My own abilities 80% 86%News reports on TV 54 27News reports in newspapers 49 25*News reports in magazines 37 14*Recommendations of doctors 69 65Recommendations of travel agents 34 26*Advice from religious leaders N/A 37Salespeople in clothing stores 23 7Federal government N/A 12Advertising 8 3*Used car salesman 15 2
Great confidence in: 1987 (%) 2003 (%)My own abilities 80% 86%News reports on TV 54 27News reports in newspapers 49 25*News reports in magazines 37 14*Recommendations of doctors 69 65Recommendations of travel agents 34 26*Advice from religious leaders N/A 37Salespeople in clothing stores 23 7Federal government N/A 12Advertising 8 3*Used car salesman 15 2
Source: Yesawich, Pepperdine, Brown & Russell/Yankelovich Partners 2003 National Travel Monitor * 2002 data
Our Starting Point:The Empowered Customer
Our Starting Point:The Empowered Customer
Scrutiny is high
Tolerance is low
Scrutiny is high
Tolerance is low
Brute Force Branding
Brochures
AdvertisingComments in the press
Sales pitches
Word ofmouth
Proposal
Purchase process
Receiving and paying invoices
Interactions withpeople from the company
Claimsprocess
Website
Referral
Where the customer meets the brandWhere the customer meets the brand
If it all goes well …If it all goes well …
Customer says:“I get it …
I completely understand what this product can do for me … and I want
to be more involved with them.”
Brochures
AdvertisingComments in the press
Sales pitches
Word ofmouth
Customerservice
Buying the product
Receiving and paying invoices
Interactions withPeople from the company
Using theproduct
Website
Publicity
Think of all the experiences acustomer has with your product …
Think of all the experiences acustomer has with your product …
Brochures
AdvertisingComments in the press
Sales pitches
Word ofmouth
Customerservice
Buying the product
Receiving and paying invoices
Interactions withPeople from the company
Using theproduct
Website
Publicity
Think of all the experiences acustomer has with your product …
Think of all the experiences acustomer has with your product …
How do all these experiences blend together?How do all these experiences blend together?
Harm
ony?
Diss
onan
ce?
Brochures
AdvertisingComments in the press
Sales pitches
Word ofmouth
Customerservice
Buying the product
Receiving and paying invoices
Interactions withPeople from the company
Using theproduct
Website
Publicity
Are these experiences mutually reinforcing?Are these experiences mutually reinforcing?
How do all these experiences blend together?How do all these experiences blend together?
Harm
ony?
Diss
onan
ce?
Brochures
AdvertisingComments in the press
Sales pitches
Word ofmouth
Customerservice
Buying the product
Receiving and paying invoices
Interactions withPeople from the company
Using theproduct
Website
Publicity
Are these experiences mutually reinforcing?Are these experiences mutually reinforcing?
Is there a cumulative story here?Is there a cumulative story here?
Harm
ony?
Diss
onan
ce?
Brochures
AdvertisingComments in the press
Sales pitches
Word ofmouth
Customerservice
Buying the product
Receiving and paying invoices
Interactions withPeople from the company
Using theproduct
Website
Publicity
Are these experiences mutually reinforcing?Are these experiences mutually reinforcing?
Or a jumbled mess?Or a jumbled mess?
Harm
ony?
Diss
onan
ce?
Brochures
AdvertisingComments in the press
Sales pitches
Word ofmouth
Customerservice
Buying the product
Receiving and paying invoices
Interactions withPeople from the company
Using theproduct
Website
Publicity
Harm
ony?
Diss
onan
ce?
Brand HarmonyBrand Harmony
Blending, not brute force!
Brand HarmonyBrand Harmony
What does it “sound” like to be your
customer?
What does it “sound” like to be your
customer?
Brand HarmonyBrand Harmony
Georges Seurat, A Sunday Afternoon on La Grande Jatte, 1884-1886
“Brand”“Brand” Image
Logo
Tagline/Slogan
Reputation
Becoming a household name
Image
Logo
Tagline/Slogan
Reputation
Becoming a household name
X
X
X
X
X
“Brand”“Brand”• A brand is a thought a customer has about a product …
• … that makes her want to be more (or less) involved with that product.
• A brand is a thought a customer has about a product …
• … that makes her want to be more (or less) involved with that product.
“Brand”“Brand”• A brand is a thought• A brand is a thought•
… that is created by Brand Harmony
•
… that is created by Brand Harmony
Your brand is not what you say you are …
Your brand is what your customer thinks you are.
180 degree flip180 degree flip
• Companies don’t brand their customers
• Customers brand companies and their products
• Companies don’t brand their customers
• Customers brand companies and their products
Branding isn’t about “getting your name out” in the marketplace
Branding is about getting individual customers to believe they want to do business with you
Branding
One customer at a time
Branding
One customer at a time
…through Brand Harmony…through Brand Harmony
Strong Brand = Higher Profits
Strong Brand = Higher Profits
The Brand Harmony Results Model The Brand Harmony Results Model
$$$$
BrandImpression
All exp
erience
s the
custo
mer has w
ith
your product Customer
ThoughtCustomer
Action
StrongBrand
Harmony
Key IdeaKey Idea
• Your business has much untapped “latent profit.”
• Customer action can unleash this profit.
• Challenge: Orchestrate all customer experiences in a way that encourages customers to do what you want them to do.
• Your business has much untapped “latent profit.”
• Customer action can unleash this profit.
• Challenge: Orchestrate all customer experiences in a way that encourages customers to do what you want them to do.
What creates a “page turner?”What creates a “page turner?”
Chapter1
Chapter2
Chapter3
Chapter4
Chapter5
Chapter6
Chapter7
The Story UnfoldsScene by scene, chapter by chapter
The Story UnfoldsScene by scene, chapter by chapter
time
CustomerLifecycle: Learning
aboutyou
Becomingyour
customer(purchasing)
Being your
customer
Chapter1
Chapter2
Chapter3
Chapter4
Chapter5
Chapter6
Chapter7
The Unfolding Story of Your Brand
The Unfolding Story of Your Brand
Customer TouchpointsCustomer Touchpoints
Telling the story
of your brand
Telling the story
of your brand
Customer TouchpointsCustomer Touchpoints
What you need to do:
• Map all of the touchpoints
• Determine which touchpoints …• Most influence customer brand impressions• Have the most “opportunity for
improvement”
• Prioritize!
What you need to do:
• Map all of the touchpoints
• Determine which touchpoints …• Most influence customer brand impressions• Have the most “opportunity for
improvement”
• Prioritize!
Discovering the“Desired Brand Impression”
Discovering the“Desired Brand Impression”
What is your story?What is your story?
The memorable, motivating brand storyThe memorable, motivating brand story
“I get it …
“I want it …
“I can’t get it anywhere else.”
“I get it …
“I want it …
“I can’t get it anywhere else.”
Jerry Garcia of the Grateful Dead
“We didn’t want to be the best at what
we did …
We wanted to be the only ones doing what we did.”
“We didn’t want to be the best at what
we did …
We wanted to be the only ones doing what we did.”
The memorable, motivating brand storyThe memorable, motivating brand story
“I get it …
“I want it …
“I can’t get it anywhere else.”
“I get it …
“I want it …
“I can’t get it anywhere else.”
CustomerThought
$$$$CustomerAction
BrandImpression
All exp
erience
s the
custo
mer has w
ith
your product
“I get it,I want it,
I can’t get it anywhere else.”
Customer = Anyone
whose actions affect your results
So … what can you do about all of this?So … what can you do about all of this?
“Marketing” isn’t a department in your company
“Marketing” isn’t a department in your company
Everybody in the company is in the “marketing department”
Everybody in the company is in the “marketing department”
Be the Brand!Be the Brand!
Be the BrandBe the Brand
• When everybody in the organization understands what they do to contribute to the creation of Brand Harmony.
• When everybody in the organization understands what they do to contribute to the creation of Brand Harmony.
Be the BrandBe the Brand
• Internal Marketing:
• It must be as deliberate, strategic and serious as any marketing effort directed at external customers
• Internal Marketing:
• It must be as deliberate, strategic and serious as any marketing effort directed at external customers
Be the BrandBe the Brand
• Is “Be the Brand” the same as “Service with a Smile?”
• Is “Be the Brand” the same as “Service with a Smile?”
Be the BrandBe the Brand
• Do employees want to “Be the Brand?”• Do employees want to “Be the Brand?”
Three Secrets of Successful Be the Brand Efforts
Three Secrets of Successful Be the Brand Efforts
1. Make sure everyone understands how to Be the Brand
2. Make sure everyone can Be the Brand
3. Stick with it!
1. Make sure everyone understands how to Be the Brand
2. Make sure everyone can Be the Brand
3. Stick with it!
Ask an employee this question:“What is your job?”
Ask an employee this question:“What is your job?”
Brand Harmony - how your customers evaluate you
Brand Harmony - how your customers evaluate you
Your customers are using
Brand Harmony right now
Your customers are using
Brand Harmony right now
Steve Yastrow
Creating a compelling brand story to drive
business results
Herning Erhvervsråd10-19-04
www.brandharmony.com
© Steve Yastrow, 2004
www.tompeters.comwww.tompeters.com
