Presentation that aims to help Brand organisations get started on the road to designing and delivering winning Brand Experiences. Their goal should be a commitment to WOW consumers so they buy again.. and ideally advocate your brand. Key in the process is company- wide collaboration.

1. Developing a Brand Experience Strategy Brandexperiencematters.blogspot.com September 2009

2. ABRANDEXPERIENCEis what occurs every time a consumersees, hearsorinteractswith that brand. Experience is the appreciation or knowledge about something gained through seeing, hearing or interacting with it A BRAND is a collection of perceptions in the mind of the consumer

3. Visiting a store Talking to salesperson Seeing Packaging Seeing it On-line All Brand Experiences - past and present - shape the consumers view of a brand and will effect their decisions to buy, buy again...and maybe even advocate it Dealing with customer service Memories from past Word of mouth Using it Noticing an ad

6. Promise Delight Deliver The Brand makes a Promise about what it will do for the consumer The Brand keeps the promise by Delivering it to the consumer The Brand Delights its consumers by exceeding their expectations Notice Use Loyal Fan Choose Advocate Buy Path to Advocacy Promise Deliver Delight™ Framework and the Path to Advocacy Notice is when a brand gets on the radar of a consumer; when they see/hear about it and consider whether it is right for them. Advocate is when a consumer proactively talk about the brand in a positive way to friends, families, etc. Choose is the process the consumer goes through when trying to decide what brand(s) make it to their short list – usually based on it’s ability to meet their functional and/or emotional needs. Loyal is what consumer is when they buy again. . Use is when the consumer uses the brand; not just when they unpack and use it for the first time (second ‘moment of truth’), but every time it is used. A Fan is what a consumer becomes when they have been well treated and feel valued by a brand organisation Buy is when the consumer enters the store (on or of-line) and goes through the process of purchasing the brand – sometimes referred to as the first ‘moment of truth.’

7. Developing a Strategy Gather all stakeholders Review consumers current Path to Advocacy Consider: Levers (opportunities to exploit) Blocks (issues to fix) Agree levers and/or blocks to focus on Design Brand Experiences that will WOW consumers

8. Andrew Weir Brandexperiencematters.blogspot.com Andrew.weir@zenithoptimedia.com