Steve Yastrow Creating a compelling brand story to drive business results Herning Erhvervsråd 10-19-04 [email protected] .

Steve Yastrow

Creating a compelling brand story to drive

business results

Herning Erhvervsråd10-19-04

[email protected]

www.brandharmony.com

© Steve Yastrow, 2004

mailto:[email protected]

http://www.yastrow.com/

http://www.brandharmony.com/

Everything is MarketingEverything is Marketing

Intentions vs. PerceptionsIntentions vs. Perceptions

Do you ever do this?Do you ever do this?

What’s the real cost?What’s the real cost?

This is marketing:This is marketing:

$$$$

BrandImpression

All exp

erience

s the

custo

mer has w

ith

your product Customer

ThoughtCustomer

Action

The Traditional Way …The Traditional Way …

“Brute Force Branding”

Power

ful M

essa

ge Many Exposures

Brute force is not enough …Brute force is not enough …

The Noise!The Noise!

The average worker receives more than 200 incoming messages per day.

The average worker receives more than 200 incoming messages per day.


The average American sees 3000+ advertising/

promotionalmessages per day.

How much in Denmark?

The average American sees 3000+ advertising/

promotionalmessages per day.

How much in Denmark?


The average American

will watch 1760+

hours of TV

this year.

The average American

will watch 1760+

hours of TV

this year.

The irreversible tectonic shift in power from sellers to buyers


Pow

er

Seller

Buyer

Customer Power!Customer Power!

Pow

er

SellerBuyer




Pow

er Seller Buyer




Pow

er Seller

Buyer




Pow

er

Seller

Buyer




Sources of Customer PowerSources of Customer Power

1. Product proliferation

2. Access to plentiful, objective information

3. The new mindset: self-reliant, savvy, skeptical

1. Product proliferation

2. Access to plentiful, objective information

3. The new mindset: self-reliant, savvy, skeptical

Consumer AttitudesConfidence & TrustConsumer Attitudes

Confidence & TrustGreat confidence in: 1987 (%) 2003 (%)My own abilities 80% 86%News reports on TV 54 27News reports in newspapers 49 25*News reports in magazines 37 14*Recommendations of doctors 69 65Recommendations of travel agents 34 26*Advice from religious leaders N/A 37Salespeople in clothing stores 23 7Federal government N/A 12Advertising 8 3*Used car salesman 15 2

Great confidence in: 1987 (%) 2003 (%)My own abilities 80% 86%News reports on TV 54 27News reports in newspapers 49 25*News reports in magazines 37 14*Recommendations of doctors 69 65Recommendations of travel agents 34 26*Advice from religious leaders N/A 37Salespeople in clothing stores 23 7Federal government N/A 12Advertising 8 3*Used car salesman 15 2

Source: Yesawich, Pepperdine, Brown & Russell/Yankelovich Partners 2003 National Travel Monitor * 2002 data

Our Starting Point:The Empowered Customer

Our Starting Point:The Empowered Customer

Scrutiny is high

Tolerance is low

Scrutiny is high

Tolerance is low

Brute Force Branding

Brochures

AdvertisingComments in the press

Sales pitches

Word ofmouth

Proposal

Purchase process

Receiving and paying invoices

Interactions withpeople from the company

Claimsprocess

Website

Referral

Where the customer meets the brandWhere the customer meets the brand

If it all goes well …If it all goes well …

Customer says:“I get it …

I completely understand what this product can do for me … and I want

to be more involved with them.”

Brochures


Sales pitches

Word ofmouth

Customerservice

Buying the product


Interactions withPeople from the company

Using theproduct

Website

Publicity

Think of all the experiences acustomer has with your product …


Brochures


Sales pitches

Word ofmouth

Customerservice

Buying the product



Using theproduct

Website

Publicity



How do all these experiences blend together?How do all these experiences blend together?

Harm

ony?

Diss

onan

ce?

Brochures


Sales pitches

Word ofmouth

Customerservice

Buying the product



Using theproduct

Website

Publicity

Are these experiences mutually reinforcing?Are these experiences mutually reinforcing?

How do all these experiences blend together?How do all these experiences blend together?

Harm

ony?

Diss

onan

ce?

Brochures


Sales pitches

Word ofmouth

Customerservice

Buying the product



Using theproduct

Website

Publicity


Is there a cumulative story here?Is there a cumulative story here?

Harm

ony?

Diss

onan

ce?

Brochures


Sales pitches

Word ofmouth

Customerservice

Buying the product



Using theproduct

Website

Publicity


Or a jumbled mess?Or a jumbled mess?

Harm

ony?

Diss

onan

ce?

Brochures


Sales pitches

Word ofmouth

Customerservice

Buying the product



Using theproduct

Website

Publicity

Harm

ony?

Diss

onan

ce?

Brand HarmonyBrand Harmony

Blending, not brute force!


What does it “sound” like to be your

customer?

What does it “sound” like to be your

customer?


Georges Seurat, A Sunday Afternoon on La Grande Jatte, 1884-1886

“Brand”“Brand” Image

Logo

Tagline/Slogan

Reputation

Becoming a household name

Image

Logo

Tagline/Slogan

Reputation

Becoming a household name

X

X

X

X

X

“Brand”“Brand”• A brand is a thought a customer has about a product …

• … that makes her want to be more (or less) involved with that product.

• A brand is a thought a customer has about a product …

• … that makes her want to be more (or less) involved with that product.

“Brand”“Brand”• A brand is a thought• A brand is a thought•

… that is created by Brand Harmony

•

… that is created by Brand Harmony

Your brand is not what you say you are …

Your brand is what your customer thinks you are.

180 degree flip180 degree flip

• Companies don’t brand their customers

• Customers brand companies and their products

• Companies don’t brand their customers

• Customers brand companies and their products

Branding isn’t about “getting your name out” in the marketplace

Branding is about getting individual customers to believe they want to do business with you

Branding

One customer at a time

Branding

One customer at a time

…through Brand Harmony…through Brand Harmony

Strong Brand = Higher Profits

Strong Brand = Higher Profits

The Brand Harmony Results Model The Brand Harmony Results Model

$$$$

BrandImpression

All exp

erience

s the

custo

mer has w

ith

your product Customer

ThoughtCustomer

Action

StrongBrand

Harmony

Key IdeaKey Idea

• Your business has much untapped “latent profit.”

• Customer action can unleash this profit.

• Challenge: Orchestrate all customer experiences in a way that encourages customers to do what you want them to do.

• Your business has much untapped “latent profit.”

• Customer action can unleash this profit.

• Challenge: Orchestrate all customer experiences in a way that encourages customers to do what you want them to do.

What creates a “page turner?”What creates a “page turner?”

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

Chapter6

Chapter7

The Story UnfoldsScene by scene, chapter by chapter

The Story UnfoldsScene by scene, chapter by chapter

time

CustomerLifecycle: Learning

aboutyou

Becomingyour

customer(purchasing)

Being your

customer

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

Chapter6

Chapter7

The Unfolding Story of Your Brand

The Unfolding Story of Your Brand

Customer TouchpointsCustomer Touchpoints

Telling the story

of your brand

Telling the story

of your brand

Customer TouchpointsCustomer Touchpoints

What you need to do:

• Map all of the touchpoints

• Determine which touchpoints …• Most influence customer brand impressions• Have the most “opportunity for

improvement”

• Prioritize!

What you need to do:

• Map all of the touchpoints

• Determine which touchpoints …• Most influence customer brand impressions• Have the most “opportunity for

improvement”

• Prioritize!

Discovering the“Desired Brand Impression”

Discovering the“Desired Brand Impression”

What is your story?What is your story?

The memorable, motivating brand storyThe memorable, motivating brand story

“I get it …

“I want it …

“I can’t get it anywhere else.”

“I get it …

“I want it …


Jerry Garcia of the Grateful Dead

“We didn’t want to be the best at what

we did …

We wanted to be the only ones doing what we did.”

“We didn’t want to be the best at what

we did …

We wanted to be the only ones doing what we did.”

The memorable, motivating brand storyThe memorable, motivating brand story

“I get it …

“I want it …


“I get it …

“I want it …


CustomerThought

$$$$CustomerAction

BrandImpression

All exp

erience

s the

custo

mer has w

ith

your product

“I get it,I want it,

I can’t get it anywhere else.”

Customer = Anyone

whose actions affect your results

So … what can you do about all of this?So … what can you do about all of this?

“Marketing” isn’t a department in your company

“Marketing” isn’t a department in your company

Everybody in the company is in the “marketing department”

Everybody in the company is in the “marketing department”

Be the Brand!Be the Brand!

Be the BrandBe the Brand

• When everybody in the organization understands what they do to contribute to the creation of Brand Harmony.

• When everybody in the organization understands what they do to contribute to the creation of Brand Harmony.


• Internal Marketing:

• It must be as deliberate, strategic and serious as any marketing effort directed at external customers

• Internal Marketing:

• It must be as deliberate, strategic and serious as any marketing effort directed at external customers


• Is “Be the Brand” the same as “Service with a Smile?”

• Is “Be the Brand” the same as “Service with a Smile?”


• Do employees want to “Be the Brand?”• Do employees want to “Be the Brand?”

Three Secrets of Successful Be the Brand Efforts

Three Secrets of Successful Be the Brand Efforts

1. Make sure everyone understands how to Be the Brand

2. Make sure everyone can Be the Brand

3. Stick with it!

1. Make sure everyone understands how to Be the Brand

2. Make sure everyone can Be the Brand

3. Stick with it!

Ask an employee this question:“What is your job?”

Ask an employee this question:“What is your job?”

Brand Harmony - how your customers evaluate you

Brand Harmony - how your customers evaluate you

Your customers are using

Brand Harmony right now

Your customers are using

Brand Harmony right now

Steve Yastrow

Creating a compelling brand story to drive

business results

Herning Erhvervsråd10-19-04

[email protected]

www.brandharmony.com

© Steve Yastrow, 2004

mailto:[email protected]

http://www.yastrow.com/

http://www.brandharmony.com/

www.tompeters.comwww.tompeters.com

Steve Yastrow Creating a compelling brand story to drive business results Herning Erhvervsråd 10-19-04 [email protected] .

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