Learn why even B2B leaders should see “brand love” as an attainable goal – and a necessary one.

1. Join the Conversation: #MDMC18
An
Production Presented By
18
Building Brand Love in B2B
Jazzy Danziger Senior Brand Strategist, Atomicdust

2. “That is how friendships begin: one
person reveals a moment of strangeness,
and the other person decides just to
listen and not exploit it.”
MEG WOLITZER
THE INTERESTINGS

3. A weird revelation.

5. Manners ensure
people know what
to expect in any
social setting.

6. #briefhistorylesson

7. Truthfulness
Self-control
Kindness
Learning by listening
Avoiding open conflict
Pursuing justice
Openness
Generosity

8. Manners are meant to
put people at ease.

9. at ease

11. Grammar and
punctuation rules
create clarity so
people can quickly
understand each
other (and connect).

12. Systems designed to connect human beings.

13. Separate human beings.

14. The rules took over.

15. How often do brands become so stuck in
the system
the rules
the processes
“what we’ve always done”

16. That they forget about
empathy
connection
meeting people where they are

17. Are we still doing
what we set out to do?

18. Are we still doing
what we set out to do?
Solve problems for other human beings.

20. It doesn’t matter to her that we’re building
the world’s most powerful jet engine. Or
that we’re using 3-D printing to make parts
lighter. What matters to her is that her
grandson is starring in a school play, and
the curtain rises at 3:00 sharp.”
“

24. A little less about bullet points.
A little less business-to-business.
A little more human.

25. Driven by human needs.
(If the rules no longer serve
those needs, let’s change the rules.)

26. Willing to be vulnerable
and imperfect.
(To err is human.)

27. WE’RE SORRY.
A chicken restaurant without any
chicken. It’s not ideal. Huge apologies
to our customers, especially those
who travelled out of their way to find
we were closed. And endless thanks to
our KFC team members and our
franchise partners for working
tirelessly to improve the situation. It’s
been a hell of a week, but we’re
making progress, and every day more
and more fresh chicken is being
delivered to our restaurants. Thank
you for bearing with us.”
“

28. a moment of strangeness

29. Empathy.

30. The thing
at the center of
brand love.

31. What’s
brand love?

32. What’s
brand love?

33. Nature
is sneaky.

38. A mechanism to promote
mutual support for an
extended time period.

39. YOU
Believe in them.
Cheer them on.
Invest in them.
Advocate for them.
Teach them new things.
Want to see them succeed.
LOVED ONE
Believes in you.
Cheers you on.
Invests in you.
Advocates for you.
Teaches you new things.
Wants to see you succeed.

40. YOU
Believe in the brand.
Cheer the brand on.
Invest in the brand.
Advocate for the brand.
Teach the brand new things.
Want to see the brand succeed.
BRAND
Believes in you.
Cheers you on.
Invests in you.
Advocates for you.
Teaches you new things.
Wants to see you succeed.

41. A mechanism to promote
mutual support for an
extended time period.

42. What’s the
benefit for a
B2B brand?

44. Less likely to be
perceived
as a commodity.
BENEFIT OF BRAND LOVE IN B2B #1

45. Only 14% of
buyers perceive
a real difference
in B2B supplier
offerings.
FROM “FROM PROMOTION TO EMOTION,”
A STUDY CONDUCTED BY CEB
IN PARTNERSHIP WITH GOOGLE

46. Logic only
goes so far.

48. logic emotion

49. business
value
personal
value

50. achieving
business
outcomes
high
performance
structure
admiration from
others
confidence
happiness
contributing to
society

51. In B2B, personal
value has twice the
impact of business
value across
consideration,
purchase,
premium payment
and advocacy. FROM “FROM PROMOTION TO EMOTION,”
A STUDY CONDUCTED BY CEB
IN PARTNERSHIP WITH GOOGLE
2x

52. 68% of B2B
buyers who see
personal value
will pay more
for a service.
FROM “FROM PROMOTION TO EMOTION,”
A STUDY CONDUCTED BY CEB
IN PARTNERSHIP WITH GOOGLE

53. PROTECTION AGAINST
Competitor pricing
Shiny promises
Flashy redesigns
Superior products
Superior services

55. Room to
make mistakes.
BENEFIT OF BRAND LOVE IN B2B #2

56. Room to
make mistakes.
BENEFIT OF BRAND LOVE IN B2B #2
(On the slow road to improvement.)

57. “As brands respond to [changing customer
expectations], transformation takes time.
Brands that are loved benefit from greater
customer patience.”
KANTAR MILLWARD BROWN
FROM BRANDZ TOP 100 MOST VALUABLE
GLOBAL BRANDS REPORT, 2016

58. Time and space to
try new things,
take risks,
innovate
FROM JULIE ZHUO

59. “Apple looking into video of exploding
iPhone 7 Plus”
“iOS 11 will break a lot of very cool apps”
“High Sierra reportedly has a
password problem”
“Apple is investigating battery swelling
in iPhone 8 Plus”
“Face ID failed during iPhone X demo”
“iPhone X doesn’t work right in the cold”
“Apple delays HomePod speaker”
“Apple’s first TV show looks like a cry for help”
“Siri unaware women play
four quarters of basketball”

60. Record 4th quarter
revenue of $52.6B
Up 12% from Q4 2016
All-time high Services
revenue (iTunes, Apple
Music, App Store,
iCloud, Apple Pay)

61. Word of mouth.
BENEFIT OF BRAND LOVE IN B2B #3

62. Word of mouth.
(Kind of a big deal in B2B.)

63. “Brand love is great for
retaining customers,
but it doesn’t grow
brands.”

64. “Brand love is great for
retaining customers,
but it doesn’t grow
brands.”

65. 84% of B2B
decision makers
start the buying
process with a
referral.
FROM INFLUITIVE AND HEINZ MARKETNG,
“WHAT YOU SHOULD KNOW ABOUT B2B REFERRALS
(BUT PROBABLY DON’T)”

66. “People love to talk
about things they love.”

69. “People love to talk
about things they love.”

70. Brand love.
A strategy for growth.

71. Alternatives to
brand love?

72. Be the cheapest.

73. Razor-thin margins become
constant source of anxiety
Can negatively impact
product or service quality,
internal culture, customer
satisfaction
Easy to win on price
Clear differentiator that
doesn’t need a lot of
explanation
CHEAPEST BRAND

75. Category disruption is very,
very difficult
Copycats can quickly catch
up or innovate beyond your
model (back to the
differentiation drawing
board)
Offer a new solution to
an old problem
Be so unique that you
have no peers to
compete with over bullet
points or price
DISRUPTOR

77. Buy a lot of steak dinners.
(Like, a lot.)

78. Clients form an emotional
attachment to salesperson,
not necessarily the brand.
When salesperson jumps
ship, the client may go
with them
Sales reps build
personal, one-on-one
relationships with clients
Create bonds that can’t
be easily broken by
competitors
STRONG SALES TEAM

79. BRAND LOVE BULLET POINTS

80. BRAND LOVE STEAK DINNERS

81. PRICING
DISRUPTION
STRONG SALES TEAM
BRAND LOVE +

82. What do all
lovable brands
have in
common?

83. Lovable brands
bring people closer
to who they want to
be, and what they
want their world to
look like.

84. “Good branding should always assert
the perfectability of all things…A good
brand is a door to what ought to be
from what is.”
JOAN KHOURY
CMO OF OPPENHEIMER & CO.

88. Lovable brands make
us feel that it’s possible
to become the people
we want to be.

89. Even in
B2B?

90. People crave purpose.
Especially at work.

91. Business
transaction
A step toward
“better”

92. Five
questions.

93. “How does my
brand represent
the promise of a
better world?”
QUESTION #1

94. “How does my
brand represent
the promise of a
better world?”
QUESTION #1

95. Not
necessarily
an activist.

97. Safer.
Healthier.
More comfortable.
More convenient.
More beautiful.

98. SOMEWHERE BETWEEN
“Our mission is to provide
great customer service.”
AND
“We’re literally saving
the world.”

100. a world where life at work is simpler,
more pleasant and more productive

102. a more educated world, where people
have a lifelong passion for learning

104. a world where people always know
their private information is secure

105. You may not
love Shred-It.
But people who love
Shred-It love
Shred-It.

107. “Does our vision
line up with our
clients and our
employees?”
QUESTION #2

108. “We will continue to
authoritatively provide
access to diverse
services to stay relevant
in tomorrow’s world."

109. Vague.

110. Disconnected.

112. “Is our vision
consistent?”
QUESTION #3

113. “Is our vision (fairly)
consistent?”
QUESTION #3

115. “Do we provide
something to our
customers beyond
our product or
service?”
QUESTION #4

119. Proactive
Thoughtful
Time investment
Personal

120. Tangible expression of
the brand that helped
Danielle get closer to
her vision

121. Tangible expression of
the brand that helped
Danielle get closer to
her vision

122. +
surprise and delight

124. “Do our clients
trust us?”
QUESTION #5

125. “Do our clients
trust us?”
QUESTION #5

126. “Do we deserve our
clients’ trust?”
QUESTION #5

127. “Do we deserve our
employees’ trust?”
QUESTION #5

130. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.

131. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.

132. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.

133. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.

134. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.

135. Tie your
vision to
every
touchpoint.

136. FROM OFFICE, SAN FRANCISCO Out-of-home.

141. FROM SULLIVAN NYC
Ads (and swag).

143. Social.

144. FROM JEFF JARVIS / GAGEN MACDONALD
Office.

146. FROM
BEN BARRY
Employee and client onboarding tools.

147. FROM ELEMENT THREE

148. FROM FUZZCO / MAILCHIMP

149. FROM
BREATHER

150. Packaging.

151. FROM DN&CO / FATHOM ARCHITECTS
“architectural structure, the
process of literal measurement,
the measurement of results
and deep thinking”

152. Packaging materials.

153. No
touchpoint
is too small.
FROM HEAVENLY / GREEN ENERGY

154. Sales calls.
Customer service calls.
Tech support calls.

155. Can you
measure
brand love?

156. It’s
tricky.

157. “Brand
passion
score”

158. Ask.

160. Never
stop
asking.

161. Compare changes over
time to changes
in sales, market share,
retention and
other metrics.

162. Next
steps.

163. Ask yourself, your
colleagues and your
clients the five questions.

164. Be honest.
Then get creative.

165. Remember.

166. Brand love is a B2B brand’s
best weapon against
commoditization.
KEY TAKEAWAYS

167. Every touchpoint, no matter
how small, is an opportunity to
empathize with your customer
and build brand love.
KEY TAKEAWAYS

168. If the rules no longer serve
the needs of your audiences,
change the rules.
KEY TAKEAWAYS

169. Be visionary.
Be relevant.
Be consistent.
Be trustworthy.
Be transparent.
KEY TAKEAWAYS

170. Join the Conversation: #MDMC18
18
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