for David - v2

1. Strategic Experiential Branding David Vinjamuri July 2008

4. Building Customer Experiences

6. Goal of Experiential Branding?  INCREASE BRAND EQUITY

7. What is Brand Equity?

9. Brand Equity: McDonalds

10. Brand Attributes PRODUCT ATTRIBUTES FUNCTIONAL BENEFITS EMOTIONAL BENEFITS PERSONALITY ICONS

16. Case Study: Red Bull

30. The Red Bull Rules Out of Reach Logos for All Merchandising Don’t Pay Them Pay for Celebs Celebrities High Quality Limited Widespread Sampling Limit Availability Broad Availability Distribution Want ‘Right’ People Want Everyone Targeting Support Role Only Launches Brand Advertising Functional Aspirational Positioning Red Bull Rules Marketing Rules Issue

37. Case Study: American Express http://www.askmrcreditcard.com/americanexpressnyccard.html http://www.pollingcompany.com/cms/files/2005%20INNYC%20Survey%20Press%20Release.pdf

38. Case Study: The Range Rover Experience Cost of Experience Customer Fee Increase in Purchase Interest Increase in Customer Lifetime Value

43. The Branded Lifestyle

50. Building Experiences with Five Senses

52. Sensory Branding Table 1

53. Sensory Branding Table 2

55. Sensory Branding Singapore airlines 5-D model

56. Sensory Branding Intel 5-D model

57. Sensory Branding Colgate 5-D model

62. Customer Engagement in Brand Experience

71. Technology in Experimental Marketing

74. Engaging Employees in Delivering the Brand Promise

82. Six Brand Lessons from Entrepreneurs

84. X X X

86. What is an Accidental Brand?

88. 2. Must solve their own problem

89. 3. Brands 10+ years old

95. Six Lessons from Accidental Brands

96. Do Sweat the Small Stuff #1

97. Memory: 20 GB 20 GB Songs: ~ 4500 ~4500 iPod Second Generation July 2002 Creative NOMAD Jukebox Zen June 2002 http://docs.info.apple.com/article.html?artnum=61688-en http://www.mp3newswire.net/stories/2002/nomadzen.html

100. Pick a Fight #2

104. Be Your Own Customer #3

108. Am I being polite? Did I offer to carry her bags?

109. I’m not giving him my bags. Do I have to tip him?

110. Did I greet the customer with his name? Do we have his loyalty program number?

111. Did I do something wrong? Why isn’t she making eye contact?

114. http://www.columbia.com/tv_ads/tv_ads.aspx

115. Be Unnaturally Persistent #4

117. Time to $100 Million in Revenue 22 years 21 years 10 years 8 years 4 years

118. Build a Myth #5

119. Μύθος (míthos) - Mythos * From μυθολογέω "I tell tales," μυθολόγος "legend," μῦθος "story" and λέγω "I say" * Definition : a usually traditional story of ostensibly historical events that serves to unfold part of the world view of a people or explain a practice, belief, or natural phenomenon λόγος - Logos * From λέγω - "I say" * Definition : the divine reason implicit in the cosmos, ordering it and giving it form and meaning. Mythology – a story with a lesson

122. Be Faithful #6