brand religion

BRAND

RELIGIONS

IS YOUR BRAND

STILL ALIVE?

THE WAY OUTTHE WAY OUT

RELIGION /rɪˈlɪdʒən/

A pursuit or interest followed with great devotion

PENETRATION

RELIGIONS

#1 Penetration is thy sole path to growth

#2 Retention is an illusion

#3 Thou shalt treat all thy buyers as equal

#4 Thou shalt repeat, repeat, repeat

#5 Thou shalt be everywhere

PENETRATION

RELIGION BELIEFS

#1 PENETRATION IS

THY SOLE PATH TO GROWTH

BRANDS OF TOOTHPASTE MARKET SHARE PENETRATION

CREST

COLGATE

ZHONGHUA

LSL

BAMBOO

AVERAGE

19

14

12

6

2

2,8

2,5

2,4

2,2

2,0

2,4

AVERAGEPURCHASE FREQUENCY

57

46

43

23

9

#2 RETENTION

IS AN ILLUSION

# PURCHASES

% C

US

TO

ME

RS

#3 THOU SHALT TREAT

ALL THY BUYERS AS EQUAL

#4 THOU SHALT REPEAT

REPEAT REPEAT

CONFUSION ACCELERATION

CONSIDERATION

Consumers are confused as the brand triggers associations that are shared with competitive brands as well.

The brand should accelerate the usage of these brand associations as they are both recognized by a large portion of the audience and attribute exclusively to the brand.

As the perceived uniqueness to the brand is relatively high, it can be good to further invest in these associations (wider and more consistent use of brand linkage) to turn these into true distinctive assets.

Uniqueness

Association

ABSENCE

These brand associations are not known at all in the market. The brand would need considerable work and resources to develop any of these brand associations.

#5 THOU SHALT

BE EVERYWHERE

PENETRATION

RELIGION BELIEFS

PENETRATION#1 Penetration is thy sole path to growth

#2 Retention is an illusion

#3 Thou shalt treat all thy buyers as equal

#5 Thou shalt be everywhere

#4 Thou shalt repeat, repeat, repeat

PUSH

ACQUISITION

MASS MARKETING

TRIGGER BASED

INFLUENCERS

RELIGIONS

#1 Conversations is thy sole path to growth

#2 Thou shalt look for disciples

#3 All thy activations should be the start of a conversation

#4 Thou shalt create conversations with a purpose

#5 Thou shalt aim for positive recommendations

INFLUENCERS

RELIGION BELIEFS

#1 CONVERSATIONS ARE

THY SOLE PATH TO GROWTH

57% A person from

your peers

14% A company

#2 THOU SHALT LOOK

FOR DISCIPLES

#3 ALL THY ACTIVATIONS

SHOULD BE START

OF CONVERSATIONS

#4 THOU SHALT

CREATE CONVERSATIONS

WITH A PURPOSE

WELCOME IN

JFK International Airport

WELCOME IN

Schiphol Amsterdam Airport

WELCOME IN

Incheon International Airport

#5 THOU SHALT AIM FOR

POSITIVE RECOMMENDATIONS

INFLUENCERS

RELIGION BELIEFS

#1 Conversations is thy sole path to growthWOM MARKETING#2 Thou shalt look for disciples

#3 All thy activations should be the start of a conversation

#5 Thou shalt aim for positive recommendations

#4 Thou shalt create conversations with a purpose

RIPPLE EFFECT

INFLUENCER BASED

CONVERSATIONS

PUSH & PULL

RELATIONSHIP

RELIGIONS

RELATIONSHIP

RELIGION BELIEFS

#1 Thou shalt put emotions at the core

#2 Thou shalt build a relationship with thy consumers

#3 Thou shalt craft thy DNA

#4 Thou shalt build to last

#5 Thou shalt work for thy love

#1 THOU SHALT PUT

EMOTIONS AT THE CORE

HAPPY SAD FEAR

ANGER SURPRISE DISGUST

#2 THOU SHALT BUILD

A RELATIONSHIP WITH

THY CONSUMERS

SECRET AFFAIR

A brand you

downplay or

keep hidden

that you use it,

you do not wat

others to

associate this

with you

DIFFERENT RELATIONSHIP TYPES

EXCHANGE

Where one

gets a straight-

forward benefit

for a

reasonable

cost – does the

job, nothing

more, nothing

less

ADVERSARIAL

A brand you

refuse to buy

or that you are

actively

against.

COMMUNAL

A brand that

you go out of

your way for to

support.

You have a

strong desire to

help this brand

succeed.

SECRET AFFAIR

A brand you

downplay or

keep hidden

that you use it,

you do not

want others to

associate this

with you

Source: Miller, Fournier and Allen

My family

visited your Dulles

location two weeks ago,

and we just can’t get over it.

Unfortunately, it’s an hour away,

and more than two hours during rush

hour. Please, we are begging you to consider

Montgomery County in Maryland.

When my friend told us about your store,

he said it would be a

‘religious experience’ and it was.

Please, please be kind and

help this great-food

deprived family.

#3 THOU SHALT

CRAFT THY DNA

IDENTIFICATION

#4 THOU SHALT

BUILD TO LAST

53

LOYALTY

BEYOND REASON

54

#5 THOU SHALT

WORK FOR THY

57

LOVE

“In every school there

are the cool and popular kids,

and then there are the not-so-cool kids.

Candidly, we go after the cool kids. A lot of

people don’t belong [in our clothes], and they can’t

belong. Are we exclusionary? Absolutely.

Those companies that are in trouble are trying

to target everybody: young, old, fat, skinny.

But then you become totally vanilla. You

don’t alienate anybody, but you

don’t excite anybody,

either.”

Mike Jeffries, former CEO A&F

58

1352POSTS

59

RELATIONSHIP

RELIGION BELIEFS

#1 Thou shalt put emotions at the coreEMOTION BASED#2 Thou shalt build a relationship with thy consumers

#3 Thou shalt craft thy DNA

#5 Thou shalt work for thy love

#4 Thou shalt build to last

IDENTIFICATION

RELATIONSHIP MARKETING

PULL

RETENTION IS LONG TERM

CLASSIC PENETRATION CONVERSATIONS RELATIONSHIP

Target Marketing (STP) Mass Marketing WOM Marketing Relationship Marketing

Push & Pull Push Push & Pull Pull

Brand knowledge &

equity based

Trigger based Influencer based Emotion based

Retention is cheaper

than acquisition

Acquisition is the sole

path for growth

Ripple effect:

retention leads to

acquisition

Retention is a LT

investment

Differentiation is key Penetration Conversations Identification

THANK

YOU!