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Brand Boost

EQUALIZING YOUR MARKETING EFFORTS

BY: HAN TOEBAST

25-6-2013

All the information in this presentation is confidential

© 2013 / Copyrights VanBerlo

/ LOCATION: BREDA

@vanberlodesign

#UX

HAN

TOEBAST

• 40 years of user experience

• VanBerlo Communication

strategist since 2012

• Working in Design, IT and

User Experience since 2001

• Multiple projects in online

design, interaction design,

brand identity design, design

strategy consulting and user

experience strategy

h.toebast@vanberlo.nl 3

A BRAND IS NOT WHAT YOU SAY IT IS,

IT IS WHAT THEY SAY IT IS.

Marty Neumeier Quote /

4

INNOVATION IS NOT ABOUT

MARKET TIMING,

IT’S ABOUT CREATING

SOMETHING THAT FULFILLS

AN UNMET NEED.

Jeremy Gutsche Quote /

5

IT’S NOT ABOUT THE TRUTH,

IT’S ABOUT THE DISCUSSION.

It can be (re)constructed afterwards.

Methodology as a tool for communication /

6

THINK

OUT-OF-THE-BOX?

SO….

7

NO!!

SO …..

8

DO

OUT-OF-THE-BOX!

SO….

9

INSIGHTFUL

„...people don´t know

what they want, until you

show it to them.“

HORSE OR CAR? Truth or dare? /

11

WE NEED INNOVATION

HUNGRY?

INNOVATION

PARADIGM SHIFT

15

from Marty Neumeier: ZAG

EMPOWERED CONSUMER

YESTERDAY’S INNOVATION

INCREMENTAL

RADICAL

INNOVATION ≠ INVENTION

APPLY DESIGN THINKING

MARKETING MIX

AND DESIGN DOING IN THE

Mapping Earn the customers attention and loyalty /

23

BRAND

CUSTOMER

EXPERIENCE

MISSION &

VISION

?

VanBerlo What builds the brand? /

24

YES

BUT

MORE

IMPORTANT

Is it the logo?

Is it the charismatic management?

Is it the awesome working

environment?

Is it our great work?

Is it our talents?

VanBerlo What builds the brand? /

25

Is it the logo?

Is it the charismatic management?

Is it the awesome working

environment?

25

IT’S OUR

CLIENTS

Is it our great work?

Is it our talents?

26

The need for a strong brand

How your customers feel about you is

becoming more important every day. An

unsatisfied client will move to your

competitor.

So make sure to fullfill the unmet need

of your customers and make sure your

brand is part of their experience.

Only then you will be able to build a true

and loyal customer relationship.

Relation between branding and customers

Branding and customers /

So…… What builds your brand? /

27

AN EXCELLENT

CUSTOMER

EXPERIENCE !!

Develop, Design and VISUALIZE

• The process of buying a new product / service

• A day in the life of .......

• The lifetime of a project ......

Ideate and find the most profitable possibilities/projects

• Create a roadmap of online and offline touchpoints based on the

existing vision and business strategy

HOW

An act of creativity /

28

• Find out the trigger for their needs

• How do they feel about that and how can for example their mood

influence their decisions?

• Which activities do they have during the process and in which order?

• What are their ‘pains en gains’

• Where are the decision points during this process

• Which are the moments of delight

• What are any other insights we can gather during this process

• ...

WHAT

/

29

Equalize your efforts to support an optimal experience

30 *Based on the McKinsey

Consumer Decision Journey

EXAMPLE

Customer Experience Flow /

EXAMPLE A day in the life of a cleaner /

Prepare to go to work

Arrival at workplace

Prepare cleaning activities Clean

Commute work

Finish cleaning

activities

Commute home

Arrival at home

Here is where they

probably focus now 31

EXAMPLE A day in the life of a cleaner /

This is what I do before I got to

work

We also talk with the

colleagues at the

bike-parking

The manager gives the same

orders every day

Often I can not clean as

people are still at work

Often I take the bike,

the route is very busy

and dangerous

We need to refill

our carts every day

After work I shop

for groceries

At home I start

cooking immediately

32

EXAMPLE A day in the life of a cleaner /

A mobile app that shares todays

planning

Employees idea box

Movies with colleagues

explaining WoW

An online check-

out for clients

Propose a bike plan by

HR

An automatic list

based on scan of

empty bottles?

Agreements with

stores on discounts

for late (online)

shoppers?

Share healthy recipes

the company site

33

EQUALIZING Where does the magic start? /

TOUCHPOINT ROADMAP

WHAT

HOW

PRIO

WHAT

HOW

PRIO

WHAT

HOW

PRIO

WHAT

HOW

PRIO

WHAT

HOW

PRIO

WHAT

HOW

PRIO

WHAT

HOW

PRIO

WHAT

HOW

PRIO

WHEN

EURO

WHEN

EURO WHEN

EURO

WHEN

EURO WHEN

EURO

WHEN

EURO

WHEN

EURO WHEN

EURO

ACHIEVEMENT /

35

HAPPY CUSTOMERS

THANK YOU FOR YOUR ATTENTION

@toebast / @vanberlodesign