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BETTER
BRAND
exprerience
Brand Experience Class
building a
BETTER
BRAND
exprerience
Brand Experience Class
Whats inside :
Opening
Lets talk about brand
The Value of Experience
Customers Experience
Closing
Want to help
someone you care
about become
a better listener?
Start by listening
to them.
To understand and
respond to another
persons dreams, hurts
and fears is the most
potent tool youll ever
discover for getting
through to anyone you
meet
To strengthen your
interpersonal influence,
Win hearts and minds
instead.
Just. Listen.
Remember,
you are NOT ALONE
Remember,
if we fail doing this we
fail to listen more
Lets talk
about BRAND
What is
BRAND?
A brand is a persons gut feeling about a product, service, or company
- Marty Nuemeier, The Brand Gap -
Why
BRAND?
Navigation = Brands help consumers choose
Navigation
Reassurance
Engagement
What is AIESECs
BRAND?
Brand positioning
Brand promise
BRAND EXPERIENCE
Brand Strategy
Brand operations
What is AIESECs
BRAND?
Brand positioning
Brand promise
What is AIESEC?
The Global Youth Network Impacting the World
Through Leadership Development Experiences.
Brand attributes:
Daring.
Diverse.
Inclusive.
Dynamic.
impactful.
*brand
characteristics
that
influence how we communicate
externally.
Brand manifestations:
Responsible leadership.
Global.
Collaborative and democratic.
For youth by youth.
Social entrepreneurship.
*desired external reputation based on
attributes that define us as an organization.
the
How BRAND
happening?
Brand happens because people story.
Conversation is out there.
What they say about our brand, IT'S OUR BRAND
Every customer has a story to tell
Every story builds our brand
Evolve the
Experience
Build platform to create
feedback and improving
customer experience
Remove friction
At every customer touchpoint
The businesses that utilize
technology to enhance their
customers' experiences are going to
be the big winners in the years to
come. I'd definitely put Starbucks in
that category
Kevin Johnson, CEO President Starbucks
Starbucks customers
share is dominating
Millions of photos tagged
#starbucks across social
media platform
Starbucks focus in
Evolving Customer Experience
The value of
Experience
Brand as a
VERB
in todays attention economy, consumers have come to care less about what
brands are saying and more about what theyre doing.
Which is why we see brands today as more a function of how they act ... how
they engage with and around consumers ...
as verbs.
REAL LIFE
is critical to having a
REAL IMPACT
Understanding our
CUSTOMER
People dont buy stuff.
They buy what stuff does for them
..and the most powerful experience is the feeling
of belonging
Understanding our
CUSTOMER
Because were social by design
And we craved to share experiences
Understanding our
CUSTOMER
content
Context :
The Experience
What we
make for
them
What we
mean to
them
Understanding our
CUSTOMER
How we should make the context?
Focus less on positioning, more on feeling
Understanding our
CUSTOMER
They will soon forget about what we said
But they will remember how we made
them FEEL
Experience the
VALUE
3 principles of building brand experiences :
Entice = Draw People In
Engage = Broaden the Conversation
Extend = Make them Believe
Experience the
VALUE
Brand start in the recruitment process
Your people are your brand
brand starts inside your company with your company culture
brand is not the strategy.. it's who we are
Experience the
VALUE
in this ever-changing society, the most powerful and enduring
brands are built from the heart. They are real and sustainable.
Their foundations are stronger because they are built with the
strength of the human spirit, not an ad campaign.
Howard Schultz, CEO Starbucks
AIESECs
Experience Flow
Customer
Journey
Re-defining
Customer Path
Initial appeal is
Influenced by the community
To determine attitude
Aware
Appeal
Ask
Act
Advocate
Re-defining
Customer Path
Aware
Customer is in passive stage,
Brand awareness source :
1. Marketing and Communication
2. Community recommendation
3. Self-experience
Appeal
Customer unconciously
making list about brand
they curious about.
First impression is the key
to unfocused costumer
Re-defining
Customer Path
Ask
Act
Advocate
Re-defining
Customer Path
Ask
Act
Advocate
They create
CUSTOMER PATH
They create
PLANNING TOOL
Insight
Flying means time away from home or work Quite a
few travellers want to arrive just in time
Solution
Lufthansa supports those travellers with a
search/planning tool that is based on the actual time
of the appointment allowing for precise planning
They create
INFO PRINTABLE
Insight
In order to have the important trip information in one
place, travellers often keep a hand-written note with
them
Solution
Lufthansa aids with a convenient printable overview of
the important trip related data giving security
http://www.slideshare.net/chrisdudeberlin/theexperience-is-the-message-creating-unique-airlinebrand-experiences
Connecting
the dots
Brand
EXPERIENCE
A simple way to understand how our target audiences (members, supporters
and enablers) experience (or interact with) the AIESEC brand.
The interactions and touch points they have with AIESEC will shape the
impression of what AIESEC is to them, and by being conscious of this we can
manage the kind of experience we would like our target audiences to have
with AIESEC.
We want to be the
Youth Leadership
Provider of the World
MC
LC
your
ASSIGNMENT
Define our customer journey, and find the problem/insight in
each path
Marketing : Exchange Experience
PR/IM : Event
Share in E-Mail Thread by the latest 12th June 2015
make
BIG CHANGES
by taking
LITTLE STEPS
everyday