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Keller boot camp 6 bringing it together
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Transcript of Keller boot camp 6 bringing it together
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The goals of the Bootcamp
• At the end of the six months to have gone through the principles of the model
• To apply many of these to real world situations and to our own businesses
• Create a competitive advantage for your business
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Brand Equity“The value that is
generated directly from the buying process as
stimulated by the visible or invisible connections
a client has through their awareness of and
trust for the brand.”
The potential for your brand to impact your
business
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Refresh
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Objectives for today
• Recap what we have learned in respect of the model and tools
• Consider three brands in respect of the model
• Provide some takeaways
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The Model is here to help you
1. What it takes to build a brand
2. How you can manage the brand
3. How the brand supports customer:
• Acquisition
• Retention
• Satisfaction
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Advantages of powerful brand equity
• Your customers will buy more from you
• You create ‘Fans’ who recommend you to others
• You drive loyalty - advocates
• Your business will have a higher price point
• Your gross margins will be greater
• Your business will grow
• You will meet you personal aspirations
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It starts with Identity
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What do I do that shines?
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Brand ‘Meaning’ – what does it mean to your customers?
Stories go a long way to giving your brand, meaning
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Customer Journey Mapping
The Process
• Set Goals
• Research –’What is’
• Review Touchpoints
• Create Empathy Maps
• Brainstorm with anchors
• Affinity diagrams
• Sketch the journey (be creative)
• Refine and reuse
• Share the journey
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What ‘responses’ are you getting?
• Using ‘Gap’ analysis for each response
• Visualise the end game and ask “How did I get here?”
• Setting out the ‘wow’ factors – test the ‘future in the present’.
• Hypothesise and build rapid prototypes
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Do you want a meaningful relationship?The four elements:
1. Loyalty
2. Attachment
3. Community
4. Engagement
Just ask yourself ‘How.. ’ then ‘To make more…
Setting out the strategy
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Brand Review
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The Attachment for the Brand review
A series of mini-workshops created and designed by
James CracknellSFEDI Accredited Business Consultant