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Brands as Action Figures

Brand Experiences vs. Branded Experiences

August 13, 2012

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Agenda

+ Brand experience versus branded experiences

+ Why branded experiences (brand actions)

+ Brands in action

+ Five things to drive actions with your brand

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San Francisco

Los Angeles New York

London Hamburg

Dubai

Shanghai Beijing

Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences.

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Siegel+Gale 43 years 250 people Senior practitioners Smart, nice and unstoppable 8 offices

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Brand experience

+ The interaction a customer has with the various touchpoints in the process of purchasing and using a brand or product

+ Often this process is depicted in a linear fashion

Awareness Interest Desire Purchase Use Repurchase

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Brand experience

+ The brand experience cycle is more accurately a loop, with satisfaction leading customers back to repurchase

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Brand experience

+  Increasingly, consumers are seeking and sharing information at every stage of the brand experience.

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Brand actions:

+ Are often outside or in addition to the traditional purchase cycle touchpoints

+ Engage people physically; interact with people, not just communicate at them

+ Demonstrate the simple idea behind the brand

+ Take experience further; turn a touchpoint into a marketing/sharing opportunity

+ Are not created simply to drive awareness

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Why now?

+ Often difficult to differentiate through product features or even customer experience

+ A way of breaking through the Marcom noise

+ Create impressions worth remembering, sharing

+ Circumvent consumer suspicion of image/communication-based marketing

+ New digital technologies/innovations enable surprising and delightful interactions

+ Cost/impact dynamic changing because of sharing value

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The best brand actions:

+ Make the brand idea tangible

+ Simplify people’s experience

+ Expand the brand’s frame of reference

+ Stand out

+ Are “share-worthy”

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Brands in action

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Tide Loads of Hope™

Clean clothes in disaster zones

+ Trucks & vans with 32 washers & dryer: capable of doing 300 loads of laundry a day

+ Partnerships with American Red Cross & Frigidaire

+ Over 34,000 loads of laundry cleaned

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eBay’s Red Laser app

UPC scanner and price comparison

+ Allows comparison shopping on the go

+ Acquired by eBay in 2010

+ Over 9MM downloads

+ Identifies online and local purchase options

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Charmin Sit or Squat

Clean restroom app

+ Allows users to find, rate and share clean public restrooms

+ Info on 52,000 toilets in 10 countries

+ “Our goal is to connect Charmin with innovative conversations & solutions…” - Charmin brand manager

+ Rated by Parenting magazine as a “top app for parents” in 2012

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Pepsi Social Vending System™

Networked vending machine

+ Allows for personalized “gifting” of a soda and “random acts of refreshment”

+ Networked; touchscreen; GPS

+ “Transforms a static, transaction-based experience into something fun and exciting.” - Mikel Durham, PepsiCo

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Pampers Village

New parent resource + A hub for child-rearing info and

platform for community

+ Features widgets for tracking baby development & name choice

+ Attracts more than 1MM unique users a month

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Coca-Cola Happiness Truck/Machine

A delivery mechanism for happiness

+ Interactive truck/machine dispensing sodas and other “doses of happiness”

+ YouTube videos generated 3MM+ views and 25 other movies

+ 50% of viewers and 70% of blog posts from outside US

+ 2010 Gold Interactive CLIO

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“”

“ Joe Tripodi

Chief Marketing and Commercial Officer, Coke

We have to create experiences that perhaps are only had by a few but are compelling enough to fuel conversations with many.

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Five actions for your brand

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Five actions for your brand

1.  Address people, not “consumers”

2.  Don’t tell, demonstrate!

3.  Be useful

4.  Make things simpler

5.  Be “remark-able”

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Thanks!

Russ H. Meyer Global Director of Strategy Siegel+Gale @russhmeyer on Twitter

Presentation available at:http://www.slideshare.net/siegelgalebranding/presentations

More about Siegel+Gale at: http://www.siegelgale.com

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