+ Flashback : Brand Experiences Diyah Ayu Amalia Avina M.Si 198212302008122003 [email protected].

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Flashback : Brand Experiences

Diyah Ayu Amalia Avina M.Si [email protected]

+Brand Experiences

A brand experience is a brand’s action perceived by a person.

all the interactions people have with a product, service, or organization; the raw material of a brand” (Neumeier. 2006:162)

+Brand Experiences

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.” (j. joško brakus, bernd h. schmitt, & lia zarantonello. 2009)

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Audience sophistication led to the concept of the ‘brand experience’, which brings together both the tangible and intangible elements of the brand through various ‘TOUCH POINTS’.

A brand experience endeavours to engage people with the brand at a level that captures the audience’s senses.

This idea also helps competing brands stand out from one another – airlines, for example, may offer similar prices on a route but promise different flying experiences.

Brand experience

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The brand experience still matters, particularly where service is a differentiator.

branding now is moving into a phase where brands need to demonstrate their ability to deliver in addition to emphasizing their values.

How to make target audiences feels the experiences? TROUGH BRAND TOUCH POINTS

Brand experiences

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Areas such as a brand response to environmental and social causes, or great design, can help differentiate a brand.

In a leaner economic climate, the functional attributes of a brand, such as its quality, service and ability to deliver on its ‘brand promise’ will also stand out.

Brand experiences

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BRAND TOUCH POINTSDIYAH AYU AMALIA AVINA M.Si

+Brand Touch points

any place where people come in contact with a

brand, including product use, packaging,

advertising, editorial, movies, store,

environments, company employees, and casual

conversation” (Neumeier , 2012)

A touchpoint is a place, artefact or interface where

a person experiences a brand (http://

www.brandexperience.info/definitions/)

+Brand Touch points?

• What,where,when,how consumers connect with the brand

• Example : media, marketing,, business cards, strategic partnerships, suppliers, packaging ...

Touchpoint =

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+BRAND TOUCHPOINTS ?

A brand touchpoint occurs any time a person in the marketplace interacts with the brand. (Aaker. 2013)

Function of Brand

touchpoints

Creating experience

s

Essence of relationship

http://www.prophet.com/blog/aakeronbrands/122-five-steps-to-getting-brand-touchpoints-right

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http://www.formalifesciencemarketing.com/newsletters/10-touch-points/

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http://www.therussogroup.com/wp-content/uploads/2012/06/TRG_touchpoint_map.png

+5 steps to getting brand touchpoints right (Aaker, 2013)Identify all existing touchpoints, as well as those

that should exist

Provide an internal evaluation of all the touchpoints to determine which are managed well and which are deficient

Look to past, current, and future customers to determine which touchpoints have the greatest impact on their decision and experiences

Prioritize and balance three dimensions

Develop a touchpoint action plan

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Touchpoints must be

Simple

Easy to use

Navigate

understandable

Complexity : EX = car many characteristic

Simplify – city “young-adults” car => by tagline, logo etc

+Brand Touchpoint Matrix

every touchpoint – or interaction between the customer and the brand – has certain built-in properties that makes them more or less suitable for different things (Persson. 2013)

(http://brandtouchpointmatrix.com)

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The horizontal axis plots touch points from those often experienced during shorter periods of time (and that doesn’t require too much involvement from the customer) to longer term interactions and relations.

The vertical axis tell us if the touch point has more mass media properties (reaches lots of people) or if it’s more suited for personal interactions

(easier to create a personal experience).

For example, a 30 second TV spot can reach a wide audience but doesn’t really create any direct value, while a local LEGO user group reach a small audience but create a strong community that give both the people involved and the company lots of value back.

Note: the position of the touchpoints has to be analyzed individually for every brand/customer segment – the model above is an example)

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Touch points

Touch point culture

2. Touch point design

3. Touch point goals

+Three basic areas of touch points :

• Every touchpoint has a certain culture – using the same content everywhere is not a good idea. Learning how different touchpoints work is key. Consider: should things be funny, academic, easy to read? What kind of language are people normally using here? What kind of media should we use?

1. Touchpoint culture

• How do you build the interaction based on the unique properties of this touchpoint? Is graphic design important? Usability?

2. Touchpoint design

• What is the main goals of every touchpoint? Create value? Awareness? Curiosity? Where do we want people to go next?

3. Touchpoint goals

+Practice : Where is the Brand touchpoints for these products/entity? Analyze it using three basic areas of touch points

+Chunk of your worksheet :

Decide touch points for your brand

Explain why do you choose that touch points ?

How do you manage the touch points?