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“Emotional Branding”The Ten Commandments of Emotional Branding
1. FROM CONSUMERS TO PEOPLE ไม่ใช่แค่ผู้บริโภค แต่เป็นคนธรรมดาๆ Consumers buy, people live. In communication circles the consumer is often approached as the “enemy” whom w e must attack. Terminology like “breaking down their defens es, decoding their language, and strategizing to win the battl e” is still commonly used. But why employ this tactic when th ere is a better way to create desire in customers in a positive manner without harassing or talking down to them? This can be achieved by using a win-win, partnership approach base d on a relationship of mutual respect. After all, the consumer is your best source of information.08/08/2005 Chao Onlamai 2
2. FROM PRODUCT TO EXPERIENCE ไม่ได้ขายแค่สินค้า แต่ขายประสบการณ์ Products fulfill needs, experiences fulfill desires. Buying just for need is driven by price and convenience . A product or s hopping experience, such as REI stores’ rock climbing walls or t he Discovery Channel stores’ myriad of “sound zones” has add ed value and will remain in the consumer’s emotional memory a s a connection made on a level far beyond need. The lines are d rawn every day between newness and tradition, between what i s expected and the excitement of change. Our curiosity and sen se of adventure often wins out over the known. However, a prod uct can be old and new at the same time, if it continues to have emotional relevance for consumers.08/08/2005 Chao Onlamai 3
3. FROM HONESTY TO TRUST ไม่ใช่แค่ภกดี แต่เป็นความไว้วางใจ ั Honesty is expected. Trust is engaging and intimate. It needs to be earned. Honesty is required to be in business today . It is one of the most important values of a brand and it requires real effort from corporations. It is what you would expect from a friend. One of the most powerful moves toward building consu mer trust was retailers’ implementation of the “no questions ask ed” return policy some years ago. This strategy brings total com fort to customers and gives them the upper hand in their choices . A very smart decision indeed. Sincere efforts to know and cont ribute to the brand’s community like those of Wal-Mart and FUB U are also great examples of building trust.08/08/2005 Chao Onlamai 4
4. FROM QUALITY TO PREFERENCE ไม่ใช่แค่คุณภาพ แต่เป็นความพอใจ Quality for the right price is a given today: Preference creates the sale. Quality is necessary offering if you want to stay in business; it is expected and had better be delivered. Preferen ce toward a brand is the real connection to success. Levi’s is a quality brand, but it has currently lost its preferential status. Vict oria’s Secret, a brand that has achieved an enviable and highly charged emotional connection with consumers today, is revoluti onizing a new category and redefining the hosiery and beauty b usinesses-there is no stopping a brand when it is preferred.08/08/2005 Chao Onlamai 5
5. FROM NOTORIETY TO ASPIRATION ต้องไม่ใช่แค่รู้จักแต่ต้องชืนชม ่ Being known does not mean that you are also loved! Notoriety is what gets you known. But if you want to be desired, you must convey something that is in keeping with the customer ’s aspirations. Awareness is obviously not the only criterion to s uccessful branding. Beyond awareness, what does AT&T really mean on an emotional level to consumers? And is there really a difference for people between the well-known (and some would say infamous!) brands Exxon Mobil and Texaco? Nike is still a v ery notorious brand with great visibility, but is it as inspirational a s it used to be?08/08/2005 Chao Onlamai 6
6. FROM IDENTITY TO PERSONALITY ไม่ใช่แค่จำาได้ แต่ต้องมีบุคลิก Identity is recognition. Personality is about character and charisma! Identity is descriptive. It is recognition. Personality is about character and charisma. Brand identities are unique and e xpress a point of difference vis-à-vis the competitive landscape. But this is only the first step. Brand personalities, on the other h and, are special. They have a charismatic character that provok es an emotional response. American Airlines has a strong identi ty, but Virgin Airlines has personality.08/08/2005 Chao Onlamai 7
7. FROM FUNCTION TO FEEL ไม่ใช่แค่ใช้งานได้ดี แต่ต้องมีความรู้สึก The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences. Functionality can become trite if its appearance and usage are n ot also designed for the senses. Design is about human solution s, based on innovation that presents a new set of sensory exper iences. Creating product identification by stressing product ben efits is only relevant if product innovations are memorable and e xciting to consumers. Absolute Vodka, the Apple iMac, and Gille tte razors are brands that are focused on presenting fresh shap es and sensory experiences consumers appreciate.08/08/2005 Chao Onlamai 8
8. FROM UBIQUITY TO PRESENCE ไม่ใช่แค่จับตา แต่ต้องจับใจด้วย Ubiquity is seen. Emotional presence is felt. Brand presence can have quite an impact on the consumer. It can forg e a sound and permanent connection with people, especially if it is strategize as a lifestyle program. The fear that a competitor mi ght occupy the physical territory becomes the motivator, instead of a focus on inventive ways of making a real, lasting connection . Joe Boxer’s wacky underwear vending machines which call ou t to passersby “Hey, do you need some new underwear” and te ll jokes is an inventive way of standing out and making a connec tion!08/08/2005 Chao Onlamai 9
9. FROM COMMUNICATION TO DIALOGUE จากการบอกกล่าว เป็นการพูดคุย Communication is telling. Dialogue is sharing. Communication, as conducted by many companies, is primarily about information-and information is generally a one-way propo sition. Real dialogue implies a two-way street, a conversation w ith the consumer. Progress in digital media is now allowing this evolution to take place, and finally will help foster a rewarding p artnership between people and corporations.08/08/2005 Chao Onlamai 10
10. FROM SERVICE TO RELATIONSHIP ไม่ใช่แค่บริการ แต่เป็นการทำาให้ด้วยใจรัก Service is selling. Relationship is acknowledgment. Service involves a basic level of efficiency in a commercial exchange. It is what allows or prevents a sale from taking place. But relations hip means that the brand representatives really seek to underst and and appreciate who their customers are. It is what you feel when you walk into a quicksilver store and find that the music. H oward Shultz, CEO of Starbucks, speaks about romancing the c onsumer: “If we greet customers, exchange a few extra words w ith them and then custom-make a drink exactly to their taste, the y will be eager to come back.”08/08/2005 Chao Onlamai 11