The  Brand  Experience  Presented  by:  Lorana  Price,  CEO  Holy  Cow  Branding  

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What  is  BRANDING???  

BRANDING  Marketing  

Public  Relations  

Employee  Experience  

Sales  

Customer  Experience  

A  Brand  is…  

§ a  mixture  of  attributes,  tangible  and  intangible,  which  creates  value  and  influence.    

Branding  is…  

§ the  process  of  relating  these  attributes  to  the  product/service/company  in  the  minds  eye  of  the  consumer.    

A  Band  Experience  Includes…  

§ A  sensory  dimension  § Feelings  toward  the  brand  (emotions)  § Intellectual  engagement  § Behavioral  responses  

What  Does  That  Really  Mean?  

Wanna  Grab  A  Coffee?  

Starbucks  Changed  the  way  People  Thought  about  Coffee…  

How  Did  They  Do  It?  

§ “Quality  in  a  product  or  service  is  not  what  the  supplier  puts  in.  It  is  what  the  customer  gets  out  and  is  willing  to  pay  for.”  

§ Peter  Drucker,  influential  thinker  on  management  theory  

Expanding  the  Brand  

A  New  Image…    

§ "Throughout  the  last  four  decades,  the  Siren  has  been  there  through  it  all.  Now,  we've  given  her  a  small  but  meaningful  update  to  ensure  that  the  Starbucks  brand  continues  to  embrace  our  heritage  and  also  ensure  we  remain  relevant  and  poised  for  future  growth."  

The  Icon  Evolves  

The  Brand  Experience  Moo  to  You.  

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