1. The Brand Divide
The Chasm Marketers
must avoid

2. By “The Brand Divide” I am
referring to the separation or
disconnect a brand
experiences with customers
through today’s myriad of
marketing channels.

3. So how can you avoid
The Brand Divide?

4. Focus.

5. Successful brands focus on what
differentiates them…
A focused approach
allows brands to
build equity and
evoke emotional
The most common
responses from reasons for brands
to lose focus are
customers regardless ill-considered brand
connections, tactics,
of channel. and extensions
online and offline.

6. Listen.

7. As marketers, advertisers, communicators we
should listen more…
We have the ability to
capture and connect
meaningful customer
insights from the
two-way nature of
multi-channel The best multi-
channel brand
communication. strategies include an
integrated, cross-
channel approach.

8. Sync.

9. Sync the entire brand experience…
The Brand Ecosystem
provides a coordinated
surround sound effect Look for
for brands to connect opportunities to
leverage innovative
with the right audience technologies such
as virtual reality and
member at the augmented reality to
help blur the lines
right time. between the real
and digital worlds
creating memorable
brand experiences.

10. The Brand Ecosystem

11. Let’s examine a few of the
most well known brands in
the world and uncover how
they bridge the distance
between products and
customers to create a sense
of connectedness and trust
for their brand.

12. Apple

13. Apple is an excellent example of how a brand
that traditionally relied on an online buying
process moved to a brick and mortar model to
enhance their brand…
“Every design element
The computer
of an Apple Store is screens at Apple
Stores are at a 70°
arranged to subtly angle to compel
encourage visitors to people to adjust
them. Touching the
become customers” screen lets people
experience Apple
−John Farrier in Advertising, Business products tactility and
increases their
desire to purchase.

14. When brick and mortar
experiences were unpopular
Apple did not shy away they
changed the game.
Apple focused there efforts
and every detail in there stores
imprinted the Apple brand
experience on potential
customers.

15. “Apple wants you to
touch stuff, to play with it,
and to make it your own.”
−Carmine Gallo, who is writing a book on the inside workings
of the Apple Store

16. This is why you trust the brand
and are comfortable buying a computer,
phone, music and apps from Apple.

17. Amazon

18. Amazon is a great example of how an online
brand moved into a tactile based-experience
with the Kindle and re-invented the reading
experience…
“The Kindle is brilliant.
It’s the size of a book, the
width of a pencil, lighter than
a magazine and holds over
1,500 books, an entire
You can get a new
library packed into one book from
little thing.” anywhere, at any
time at the touch of
−Redd Horrocks on UX Booth a button.

19. It’s portable, it’s easy to
use, it’s revolutionary.

20. In today’s evolving
marketing environment all
successful brands must
transcend a single channel
focus and fully embrace
multi-channel marketing
strategies to truly connect
with their customers.

21. But remember to avoid
The Brand Divide.

22. By focusing, listening and
syncing marketing efforts you
can avoid The Brand Divide.
Focus.
Listen.
Sync.