Brand relationships: Augmenting the classic purchase funnel with Deven Nongbri, @Edelman @AMAhouston #marketing #ME2016 

Live note taking at the AMA Houston conference. Any errors or bad jokes are my own.

  • Peers are more and more a source for purchase information and validation
  • Do you deliver a great product experience, are you doing good as a brand, help society?, it is expected as part of your brand DNA
  • Is someone trying to break you p? New business models like uber are having a serious effect, your relationship has never been more under siege
  • We could give up on building relationships or we could see that these disruptions are threats, turns them into opportunities that work in your favour
  • Create ambassadors and early adopters who will act on our behalf, let them be your team
  • How to navigate this new reality, how does consumer committment lead to better business results 
  • Research conducted across 13 countries [don’t want to bore us with methodologies😦  There’s nothing boring about methods!]
  • Scored brand relationships on seven dimensions, average score was 40/100 in the USA [makes sense to put the average here, you need to leave room for improvement and you need to have a place for starts to shine]
  • Men have better relationships, millenials have better relationships 
  • THere are five relationship stages. Indifferent, interested, involved, invested, committed
  • Indifference – just walking through a store, grab the first thing off the shelf
  • Interested – may check out the label
  • Involved – actively choose your brand, ask if they can’t find the brand
  • Invested – people believe you share common values, stop other shoppers from buying the competitive brand
  • Committed – it’s about shared benefits, they ask stores to carry your brand, they switch stores to get your products, moves from I language to we language
  • Committment is wit hint the reach of all brand categories, even low involvement categories
  • Strong relationship protect your bottom line – consumers up first and stay loyal, they will pay more, they will recommend, they will advocate for and defend you
  • You can’t buy committment, must connect with consumers all along the purchase funnel
  • Earned media matters, 78% of people use traditional media for information about brands – tv, magazines, radio
  • Advertising buys interest
  • Involved consumers engage across all Chanel’s
  • Conversations are the foundations of a committed relationship 
  • Use of peer and owned grows fine times as fast going from involved to committed 
  • Brands fall short on purpose and engagement, telling stories consumers care about
  • Need to strengthen the relationship through purpose, be an interesting part of social media, have a charismatic leader, facilitate ongoing conversation, be there at the tough times
  • Need to better tell the store of their heritage, raise my self esteem and make me feel better about myself, help me feel admired and repeated when I use your brand

Agree? Disagree? Share your thoughts!

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