This document discusses different "religions" or strategies for building brands, with each religion outlined as a series of beliefs. The religions covered include Penetration, Conversations, and Relationships. The Penetration religion focuses on widespread exposure and frequent repetition to drive growth. Its beliefs include penetration being the sole path to growth, retention being an illusion, and treating all customers equally. The Conversations religion centers around generating discussions to spread awareness. Its beliefs involve conversations driving growth, finding brand advocates, making all activations conversation starters, and creating conversations with purpose. The Relationships religion emphasizes emotional connections to build loyalty. Its beliefs comprise putting emotions at the core, developing relationships with customers, crafting

1. BRAND
RELIGIONS

2. IS YOUR BRAND
STILL ALIVE?

3. THE WAY OUTTHE WAY OUT

5. RELIGION /rɪˈlɪdʒən/
A pursuit or interest followed with great devotion

7. 7

8. PENETRATION
RELIGIONS

10. #1 Penetration is thy sole path to growth
#2 Retention is an illusion
#3 Thou shalt treat all thy buyers as equal
#4 Thou shalt repeat, repeat, repeat
#5 Thou shalt be everywhere
PENETRATION
RELIGION BELIEFS

11. #1 PENETRATION IS
THY SOLE PATH TO GROWTH
BRANDS OF
TOOTHPASTE MARKET SHARE PENETRATION
CREST
COLGATE
ZHONGHUA
LSL
BAMBOO
AVERAGE
19
14
12
6
2
2,8
2,5
2,4
2,2
2,0
2,4
AVERAGE
PURCHASE
FREQUENCY
57
46
43
23
9

12. #2 RETENTION
IS AN ILLUSION

16. # PURCHASES
%CUSTOMERS #3 THOU SHALT TREAT
ALL THY BUYERS AS EQUAL

18. #4 THOU SHALT REPEAT
REPEAT REPEAT

20. CONFUSION ACCELERATION
CONSIDERATION
Consumers are confused as the brand
triggers associations that are shared
with competitive brands as well.
The brand should accelerate the usage
of these brand associations as they are
both recognized by a large portion of
the audience and attribute exclusively
to the brand.
As the perceived uniqueness to the
brand is relatively high, it can be good to
further invest in these associations
(wider and more consistent use of
brand linkage) to turn these into true
distinctive assets.
Uniqueness
Association
ABSENCE
These brand associations are not known
at all in the market. The brand would
need considerable work and resources
to develop any of these brand
associations.

21. #5 THOU SHALT
BE EVERYWHERE

22. PENETRATION
RELIGION BELIEFS
PENETRATION#1 Penetration is thy sole path to growth
#2 Retention is an illusion
#3 Thou shalt treat all thy buyers as equal
#5 Thou shalt be everywhere
#4 Thou shalt repeat, repeat, repeat
PUSH
ACQUISITION
MASS MARKETING
TRIGGER BASED

23. INFLUENCERS
RELIGIONS

25. #1 Conversations is thy sole path to growth
#2 Thou shalt look for disciples
#3 All thy activations should be the start of a conversation
#4 Thou shalt create conversations with a purpose
#5 Thou shalt aim for positive recommendations
INFLUENCERS
RELIGION BELIEFS

26. #1 CONVERSATIONS ARE
THY SOLE PATH TO GROWTH

27. 57%
A person from
your peers
14%
A company

30. #2 THOU SHALT LOOK
FOR DISCIPLES

35. #3 ALL THY ACTIVATIONS
SHOULD BE START
OF CONVERSATIONS

36. #4 THOU SHALT
CREATE CONVERSATIONS
WITH A PURPOSE

38. WELCOME IN
JFK International Airport
WELCOME IN
Schiphol Amsterdam Airport
WELCOME IN
Incheon International Airport
#5 THOU SHALT AIM FOR
POSITIVE RECOMMENDATIONS

39. INFLUENCERS
RELIGION BELIEFS
#1 Conversations is thy sole path to growthWOM MARKETING
#2 Thou shalt look for disciples
#3 All thy activations should be the start of a conversation
#5 Thou shalt aim for positive recommendations
#4 Thou shalt create conversations with a purpose
RIPPLE EFFECT
INFLUENCER BASED
CONVERSATIONS
PUSH & PULL

40. RELATIONSHIP
RELIGIONS

42. RELATIONSHIP
RELIGION BELIEFS
#1 Thou shalt put emotions at the core
#2 Thou shalt build a relationship with thy consumers
#3 Thou shalt craft thy DNA
#4 Thou shalt build to last
#5 Thou shalt work for thy love

43. #1 THOU SHALT PUT
EMOTIONS AT THE CORE

44. HAPPY SAD FEAR
ANGER SURPRISE DISGUST

47. #2 THOU SHALT BUILD
A RELATIONSHIP WITH
THY CONSUMERS

48. SECRET AFFAIR
A brand you
downplay or
keep hidden
that you use it,
you do not wat
others to
associate this
with you
DIFFERENT RELATIONSHIP TYPES
EXCHANGE
Where one
gets a straight-
forward benefit
for a
reasonable
cost – does the
job, nothing
more, nothing
less
ADVERSARIAL
A brand you
refuse to buy
or that you are
actively
against.
COMMUNAL
A brand that
you go out of
your way for to
support.
You have a
strong desire to
help this brand
succeed.
SECRET AFFAIR
A brand you
downplay or
keep hidden
that you use it,
you do not
want others to
associate this
with you
Source: Miller, Fournier and Allen

49. My family
visited your Dulles
location two weeks ago,
and we just can’t get over it.
Unfortunately, it’s an hour away,
and more than two hours during rush
hour. Please, we are begging you to consider
Montgomery County in Maryland.
When my friend told us about your store,
he said it would be a
‘religious experience’ and it was.
Please, please be kind and
help this great-food
deprived family.

50. #3 THOU SHALT
CRAFT THY DNA

51. IDENTIFICATION

53. #4 THOU SHALT
BUILD TO LAST
53

54. LOYALTY
BEYOND REASON
54

55. 55

56. 56

57. #5 THOU SHALT
WORK FOR THY
57
LOVE

58. “In every school there
are the cool and popular kids,
and then there are the not-so-cool kids.
Candidly, we go after the cool kids. A lot of
people don’t belong [in our clothes], and they can’t
belong. Are we exclusionary? Absolutely.
Those companies that are in trouble are trying
to target everybody: young, old, fat, skinny.
But then you become totally vanilla. You
don’t alienate anybody, but you
don’t excite anybody,
either.”
Mike Jeffries, former CEO A&F
58

59. 1352
POSTS
59

61. RELATIONSHIP
RELIGION BELIEFS
#1 Thou shalt put emotions at the coreEMOTION BASED
#2 Thou shalt build a relationship with thy consumers
#3 Thou shalt craft thy DNA
#5 Thou shalt work for thy love
#4 Thou shalt build to last
IDENTIFICATION
RELATIONSHIP MARKETING
PULL
RETENTION IS LONG TERM

62. CLASSIC PENETRATION CONVERSATIONS RELATIONSHIP
Target Marketing (STP) Mass Marketing WOM Marketing Relationship Marketing
Push & Pull Push Push & Pull Pull
Brand knowledge &
equity based
Trigger based Influencer based Emotion based
Retention is cheaper
than acquisition
Acquisition is the sole
path for growth
Ripple effect:
retention leads to
acquisition
Retention is a LT
investment
Differentiation is key Penetration Conversations Identification

65. THANK
YOU!