Building A Better AIESEC Brand Experience
Post on 28-Jul-2015
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building a
BETTER BRAND exprerience Brand Experience Class
building a
BETTER BRAND exprerience Brand Experience Class
What’s inside :
Opening
Let’s talk about brand
The Value of Experience
Customer’s Experience
Closing
What is your favorite movie?
How we can get through to almost anyone
When was the last time you being heard? How does it feel?
Want to help someone you care about become a better listener? Start by listening to them.
To understand and respond to another person’s dreams, hurts and fears is the most potent tool you’ll ever discover for getting through to anyone you meet
To strengthen your interpersonal influence, Win hearts and minds instead.
Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle:
Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from resisting to listening
Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from listening to considering
Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from considering to willing-to-do
Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from willing-to-do to doing
Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from doing to ‘glad they did’ and ‘continuing to do’
Make another person ‘feel felt’ and win their hearts; make them feel valuable and you’ll touch them in a much deeper way.
How likely are you to make a snap judgement about a person you meet for the first time?
Just. Listen.
How far your market research going?
Remember, you are NOT ALONE
Remember, if we fail doing this we fail to listen more
Let’s talk about BRAND
What is BRAND?
‚what people say about you when you are not in the room‛
Jeff Bazos – CEO Amazon
‚A brand is a person’s gut feeling about a product, service, or company‛ - Marty Nuemeier, The Brand Gap -
Why BRAND?
Navigation
Reassurance
Engagement
Navigation = Brands help consumers choose Reassurance = Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice. Engagement = Brands use distinctive imagery, language, and associations to encourage customers to identify with the brand.
What is AIESEC’s BRAND?
The way we make decisions. How we deliver our
operations. Micro-experiences
management.
Answers the question: ‚Why would I join AIESEC?‛
(benefits and external value).
Who is our target. What we do.
Differentiator.
Brand positioning BRAND EXPERIENCE Brand promise
Brand Strategy Brand operations
What is AIESEC’s BRAND?
Brand positioning What is AIESEC?
The Global Youth Network Impacting the World
Through Leadership Development Experiences.
Brand promise Brand attributes:
Daring.
Diverse.
Inclusive.
Dynamic.
impactful.
Brand manifestations:
Responsible leadership.
Global.
Collaborative and democratic.
For youth by youth.
Social entrepreneurship.
*brand characteristics that
influence how we communicate
externally.
*desired external reputation based on the
attributes that define us as an organization.
How BRAND happening?
Brand happens because people story. Conversation is out there. What they say about our brand, IT'S OUR BRAND Every customer has a story to tell Every story builds our brand
Let’s take a look of BRAND CASE
Evolve the Experience
Build platform to create feedback and improving customer experience
Remove friction At every customer touchpoint
‚The businesses that utilize technology to enhance their customers' experiences are going to be the big winners in the years to come. I'd definitely put Starbucks in that category‛ Kevin Johnson, CEO President Starbucks
Starbucks customer’s share is dominating
Millions of photos tagged #starbucks across social media platform
Starbucks focus in Evolving Customer Experience
The value of Experience
Brand as a VERB
in today’s attention economy, consumers have come to care less about what brands are saying and more about what they’re doing. Which is why we see brands today as more a function of how they act ... how
they engage with and around consumers ... as verbs.
in a world of brands as verbs, what you do in
REAL LIFE is critical to having a
REAL IMPACT
Understanding our CUSTOMER
People don’t buy stuff. They buy what stuff does for them
..and the most powerful experience is the feeling of belonging
Understanding our CUSTOMER
Because we’re social by design And we craved to share experiences
Understanding our CUSTOMER
content
What we make for them
Context : The Experience
What we mean to them
Understanding our CUSTOMER
How we should make the ‘context’? Focus less on ‘positioning’, more on ‘feeling’
Understanding our CUSTOMER
They will soon forget about what we said But they will remember how we made
them FEEL
Experience the VALUE
3 principles of building brand experiences : Entice = Draw People In
Engage = Broaden the Conversation Extend = Make them Believe
Experience the VALUE
Brand start in the recruitment process Your people are your brand
brand starts inside your company with your company culture brand is not the strategy.. it's who we are
Experience the VALUE
‚in this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the
strength of the human spirit, not an ad campaign.‛ Howard Schultz, CEO Starbucks
AIESEC’s Experience Flow
Customer Journey
Re-defining Customer Path
Aware Appeal Ask Act Advocate
Initial appeal is Influenced by the ‘community’
To determine attitude
Customers now actively connect, Building ask-and-advocate relationship
Loyalty is ultimately defined As willingness to advocate
A brand
Re-defining Customer Path
Aware Appeal
Customer is in passive stage,
Brand awareness source : 1. Marketing and Communication 2. Community recommendation
3. Self-experience
Customer unconciously making list about brand
they curious about.
First impression is the key to unfocused costumer
Re-defining Customer Path
Ask Act
Customer is in active stage They constantly ask and search
about brand through their community and the brand itself.
This stage is the important factor of purchase decision
The highest engagement between customer & brand How we deal with complain
is the most important interaction
Advocate
The phase where customer’s give advocacy/suggestion
to others about your brand
Re-defining Customer Path
Ask Act
Customer is in active stage They constantly ask and search
about brand through their community and the brand itself.
This stage is the important factor of purchase decision
The highest engagement between customer & brand How we deal with complain
is the most important interaction
Advocate
The phase where customer’s give advocacy/suggestion
to others about your brand
Let’s take a look of CASE STUDY
They create CUSTOMER PATH
They create PLANNING TOOL
Insight Flying means time away from home or work Quite a few travellers want to arrive just in time Solution Lufthansa supports those travellers with a search/planning tool that is based on the actual time of the appointment allowing for precise planning
They create INFO PRINTABLE
Insight In order to have the important trip information in one place, travellers often keep a hand-written note with them Solution Lufthansa aids with a convenient printable overview of the important trip related data giving security
Find out more
http://www.slideshare.net/chrisdudeberlin/the-experience-is-the-message-creating-unique-airline-brand-experiences
Connecting the dots
Brand EXPERIENCE
A simple way to understand how our target audiences (members, supporters and enablers) experience (or interact with) the AIESEC brand.
The interactions and touch points they have with AIESEC will shape the impression of what AIESEC is to them, and by being conscious of this we can manage the kind of experience we would like our target audiences to have
with AIESEC.
We want to be the
Youth Leadership Provider of the World
We are the ones responsible for how we’re perceived by the
world. Belief and Communicate
MC LC
• BUILDS A STRONG NATIONAL BRAND: Creates and provides the overview and direction of the brand you need to build for the entity as a whole
• CUSTOMIZES THE GLOBAL PERSPECTIVE and ORGANISES NATIONAL RESOURCES: Driver of activating to resources and knowledge of what’s happening across the Global network and across different LC’s within the entity
• LOCAL MARKET EXPERTS- they are the best capable of customizing national messages down to what’s relevant in their campuses. They are the ones who need to step up in creating the DETAILS of campaign tactics and collecting content from the experiences they deliver.
• FRONT-LINE Implementers- HR is most powerful on the LC level. Members need to be clear about how to represent AIESEC brand and communicate the campaign messages.
AIESEC is About People, and every person has a story
AIESEC today is made up of 100.000+ stories,
So, if we tell our story, just maybe It will be loud enough for the world
to hear
your ASSIGNMENT
Define our customer journey, and find the problem/insight in each path
Marketing : Exchange Experience PR/IM : Event
Share in E-Mail Thread by the latest 12th June 2015
make BIG CHANGES
by taking LITTLE STEPS
everyday
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