© GfK October 13, 2015 | #FCSummit15 1

Brand Success in the

New World

Helen Zeitoun, Global Head

of Brand and Customer

Experience, GfK

© GfK October 13, 2015 | #FCSummit15 2

“Running Faster” Improved volume, market

share, click rate…

….Brand Success by creating value

through a life time relationship

“Building Value” Increased customer

lifetime value

Business short

term goal

End goal:

business

sustainable

value

Business

policies

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The new value game

HUMAN

CENTRICITY

CONSUMER

BRAND

RELATIONSHIPS

INTERACTIONS IN

THE DIGITAL WORLD

BRAND

EXPERIENCES

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“Wowing” via emotional imprint and

technology: with beer brands

Beers brands experience, on an app, in your Smart Kitchen, in Millenials events

Bud and Bud Light lost

4.3% share in 12 years

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SOCIALIZATION OF BRANDS

The stronger the emotional imprint of brand

experiences, the more the dialogues and social

media interactions WebBuzz on Twitter

can show negative!

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Experiences drive personal relationships

with brands over time

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— Kahneman Thinking Fast and Slow

“The remembering self…keeps scores and makes the choices.”

— Diener et al End Effects

“Dramatic elements and endings are remembered, not the average over time.”

Implications for marketing…..

The remembering customer dominates the rational customer

The rational

customer?

Or, the

remembering

customer

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Years 4 – 5

Time matters. Creating value over the consumer journey

Ebb and flow over time, creating value through experiences lived,

and lifetime relationships

Touchpoint

Experiences

Time

Year 3

Year 2

Year 1

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HARNESSING YOUR

BRAND FUTURE

In this new game

But how do you measure this?

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Can linear frameworks measure the

non-linear reality?

Choice

Consideration

Awareness

Purchase

Loyalty

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Radio Cinema

Sponsor

ship

Smart-

phone

Youtube

Friends

Retail/

Office Outdoor

Twitter

Hotline

Loyalty

programs

Coupons

Youtube

Facebook

Online

Banner

TV

Print

Website

Social

Media

Shouldn’t we break down the silos?

Product/ Services/ User

experiences also leave feelings,

build value

BRAND EXPERIENCE:

paid, owned, earned

CUSTOMER EXPERIENCE:

tech, service, design

People do not

separate

experiences

with brands

1

2

Brand Communication is only

one part of the journey

© GfK October 13, 2015 | #FCSummit15 12

Think…non-linear, integrated brand model

Acknowledge the new world, frame it, quantify it

Brand &

Customer Equity Future

Behavior

Positive memorable

experiences build

future behavior

when they develop

relationships

© GfK October 13, 2015 | #FCSummit15 13

Large brands can fail

without “the right”

steering KPIs

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Case study: Puma versus Nike in Sports Apparel

Puma: traditional values

with little direct interaction with

consumers

Nike, in contrast: direct interaction

with consumers across all channels

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Funnel performance shows no

differentiation between Puma and Nike

Relevant

set

First

choice

Price

acceptance Purchase Awareness Familiarity

100% 98% 90% 61% 17% 32%

100% 97% 88% 44% 7% 27%

100% 97% 87% 45% 7% 26%

99% 93% 79% 27% 2% 21%

99% 96% 82% 49% 14% 33%

89% 77% 63% 26% 3% 26%

73% 62% 45% 13% 1% 27%

100% 97% 88% 44% 7% 27%

100% 97% 87% 45% 7% 26%

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Image Profile

Do not agree Totally agree

Image profile also does not differentiate…

Nike and Puma are the most similar image brands

Purchase Intention

Price Premium

Recommendation

Loyalty

Identification

Likeability

Trust

Superiority

Uniqueness

Quality

1 2 3 4 5 6 7

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Market share tells a different story

Source: Panel data – Textile Panel Germany

0%

5%

10%

15%

20%

25%

2005 2006 2007 2008 2009 2010 2011 2012 2013

Market Share

of Puma decreases

while Nike increases

© GfK October 13, 2015 | #FCSummit15 18

Brand experience and relationships

reveal the true story

Stranger Acquaintance Dissolved

Friendship

Guru Social Circle Close

Friends &

Family

1% 3%

11%

16%

25%

18%

2%

5%

19%

24%

37%

24%

54

39

-15 -18

39 21Brand Experience

Score:

Puma low

Emotional

Imprint

positive and

memorable

negative and

memorable

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And this is amplified through social

media

Emotional Imprint Signal (Extreme Sentiment analysis)

Nike

58%

Puma

23%

© GfK October 13, 2015 | #FCSummit15 20

The how: change your practice in brand

management…detect and act with agility

Brand

Experience

Management:

Detect

immediately

real life

performance,

On Demand

Detect

Explain

Respond

© GfK October 13, 2015 | #FCSummit15 21

Re-think

sustainable value of

brands

Re-consider the

measures to

capture the future