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Building Brand Love in B2B

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Building Brand Love in B2B

  1. 1. Join the Conversation: #MDMC18 An Production Presented By 18 Building Brand Love in B2B Jazzy Danziger Senior Brand Strategist, Atomicdust
  2. 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. 3. A weird revelation.
  4. 4. Manners ensure people know what to expect in any social setting.
  5. 5. #briefhistorylesson
  6. 6. Truthfulness Self-control Kindness Learning by listening Avoiding open conflict Pursuing justice Openness Generosity
  7. 7. Manners are meant to put people at ease.
  8. 8. at ease
  9. 9. Grammar and punctuation rules create clarity so people can quickly understand each other (and connect).
  10. 10. Systems designed to connect human beings.
  11. 11. Separate human beings.
  12. 12. The rules took over.
  13. 13. How often do brands become so stuck in the system the rules the processes “what we’ve always done”
  14. 14. That they forget about empathy connection meeting people where they are
  15. 15. Are we still doing what we set out to do?
  16. 16. Are we still doing what we set out to do? Solve problems for other human beings.
  17. 17. 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.” “
  18. 18. A little less about bullet points. A little less business-to-business. A little more human.
  19. 19. Driven by human needs. (If the rules no longer serve those needs, let’s change the rules.)
  20. 20. Willing to be vulnerable and imperfect. (To err is human.)
  21. 21. 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.” “
  22. 22. a moment of strangeness
  23. 23. Empathy.
  24. 24. The thing at the center of brand love.
  25. 25. What’s brand love?
  26. 26. What’s brand love?
  27. 27. Nature is sneaky.
  28. 28. A mechanism to promote mutual support for an extended time period.
  29. 29. 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.
  30. 30. 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.
  31. 31. A mechanism to promote mutual support for an extended time period.
  32. 32. What’s the benefit for a B2B brand?
  33. 33. Less likely to be perceived as a commodity. BENEFIT OF BRAND LOVE IN B2B #1
  34. 34. 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
  35. 35. Logic only goes so far.
  36. 36. logic emotion
  37. 37. business value personal value
  38. 38. achieving business outcomes high performance structure admiration from others confidence happiness contributing to society
  39. 39. 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
  40. 40. 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
  41. 41. PROTECTION AGAINST Competitor pricing Shiny promises Flashy redesigns Superior products Superior services
  42. 42. Room to make mistakes. BENEFIT OF BRAND LOVE IN B2B #2
  43. 43. Room to make mistakes. BENEFIT OF BRAND LOVE IN B2B #2 (On the slow road to improvement.)
  44. 44. “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
  45. 45. Time and space to try new things, take risks, innovate FROM JULIE ZHUO
  46. 46. “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”
  47. 47. 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)
  48. 48. Word of mouth. BENEFIT OF BRAND LOVE IN B2B #3
  49. 49. Word of mouth. (Kind of a big deal in B2B.)
  50. 50. “Brand love is great for retaining customers, but it doesn’t grow brands.”
  51. 51. “Brand love is great for retaining customers, but it doesn’t grow brands.”
  52. 52. 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)”
  53. 53. “People love to talk about things they love.”
  54. 54. “People love to talk about things they love.”
  55. 55. Brand love. A strategy for growth.
  56. 56. Alternatives to brand love?
  57. 57. Be the cheapest.
  58. 58. 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
  59. 59. 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
  60. 60. Buy a lot of steak dinners. (Like, a lot.)
  61. 61. 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
  62. 62. BRAND LOVE BULLET POINTS
  63. 63. BRAND LOVE STEAK DINNERS
  64. 64. PRICING DISRUPTION STRONG SALES TEAM BRAND LOVE +
  65. 65. What do all lovable brands have in common?
  66. 66. Lovable brands bring people closer to who they want to be, and what they want their world to look like.
  67. 67. “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.
  68. 68. Lovable brands make us feel that it’s possible to become the people we want to be.
  69. 69. Even in B2B?
  70. 70. People crave purpose. Especially at work.
  71. 71. Business transaction A step toward “better”
  72. 72. Five questions.
  73. 73. “How does my brand represent the promise of a better world?” QUESTION #1
  74. 74. “How does my brand represent the promise of a better world?” QUESTION #1
  75. 75. Not necessarily an activist.
  76. 76. Safer. Healthier. More comfortable. More convenient. More beautiful.
  77. 77. SOMEWHERE BETWEEN “Our mission is to provide great customer service.” AND “We’re literally saving the world.”
  78. 78. a world where life at work is simpler, more pleasant and more productive
  79. 79. a more educated world, where people have a lifelong passion for learning
  80. 80. a world where people always know their private information is secure
  81. 81. You may not love Shred-It. But people who love Shred-It love Shred-It.
  82. 82. “Does our vision line up with our clients and our employees?” QUESTION #2
  83. 83. “We will continue to authoritatively provide access to diverse services to stay relevant in tomorrow’s world."
  84. 84. Vague.
  85. 85. Disconnected.
  86. 86. “Is our vision consistent?” QUESTION #3
  87. 87. “Is our vision (fairly) consistent?” QUESTION #3
  88. 88. “Do we provide something to our customers beyond our product or service?” QUESTION #4
  89. 89. Proactive Thoughtful Time investment Personal
  90. 90. Tangible expression of the brand that helped Danielle get closer to her vision
  91. 91. Tangible expression of the brand that helped Danielle get closer to her vision
  92. 92. + surprise and delight
  93. 93. “Do our clients trust us?” QUESTION #5
  94. 94. “Do our clients trust us?” QUESTION #5
  95. 95. “Do we deserve our clients’ trust?” QUESTION #5
  96. 96. “Do we deserve our employees’ trust?” QUESTION #5
  97. 97. 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.
  98. 98. 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.
  99. 99. 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.
  100. 100. 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.
  101. 101. 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.
  102. 102. Tie your vision to every touchpoint.
  103. 103. FROM OFFICE, SAN FRANCISCO Out-of-home.
  104. 104. FROM SULLIVAN NYC Ads (and swag).
  105. 105. Social.
  106. 106. FROM JEFF JARVIS / GAGEN MACDONALD Office.
  107. 107. FROM BEN BARRY Employee and client onboarding tools.
  108. 108. FROM ELEMENT THREE
  109. 109. FROM FUZZCO / MAILCHIMP
  110. 110. FROM BREATHER
  111. 111. Packaging.
  112. 112. FROM DN&CO / FATHOM ARCHITECTS “architectural structure, the process of literal measurement, the measurement of results and deep thinking”
  113. 113. Packaging materials.
  114. 114. No touchpoint is too small. FROM HEAVENLY / GREEN ENERGY
  115. 115. Sales calls. Customer service calls. Tech support calls.
  116. 116. Can you measure brand love?
  117. 117. It’s tricky.
  118. 118. “Brand passion score”
  119. 119. Ask.
  120. 120. Never stop asking.
  121. 121. Compare changes over time to changes in sales, market share, retention and other metrics.
  122. 122. Next steps.
  123. 123. Ask yourself, your colleagues and your clients the five questions.
  124. 124. Be honest. Then get creative.
  125. 125. Remember.
  126. 126. Brand love is a B2B brand’s best weapon against commoditization. KEY TAKEAWAYS
  127. 127. Every touchpoint, no matter how small, is an opportunity to empathize with your customer and build brand love. KEY TAKEAWAYS
  128. 128. If the rules no longer serve the needs of your audiences, change the rules. KEY TAKEAWAYS
  129. 129. Be visionary. Be relevant. Be consistent. Be trustworthy. Be transparent. KEY TAKEAWAYS
  130. 130. Join the Conversation: #MDMC18 18 Thank You!Don’t forget to rate your session in the official conference app for a chance to win an Apple Watch!

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