Creating a desire
Building a brand driven culture is a lifelong commitment to a mindset and a way of life that takes time, planning and perseverance that produces intangible outputs which include greater customer satisfaction, reduced price sensitivity, fewer customer defections, a greater share of customers’ wallets, more referrals, and a higher percentage of repeat business. Customers value their relationships with their branded possessions and with marketing agents and institutions that own and manage the brand. The brand identity needs to focus on points of differentiation that offer sustainable competitive advantage to the firm. Brand identity is based on a thorough understanding of the firm’s customers, competitors, and business environment. The brand identity needs to reflect the business strategy and the firm’s willingness to invest in the programs needed for the brand to live up to its promise to customers. Strong brands enjoy customer loyalty, the potential to charge premium prices, and considerable brand power to support new product and service launches. Companies need to have thorough understanding of customer beliefs, behaviours, product or service attributes, and competitors.
Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.
Nicholas Ind and Oriol Iglesias
Price : `499
Pages : 183
However, desire doesn’t just happen. Brands need to nurture it by offering both security and surprise. This isn’t just about marketing, but rather a reflection of an organization-wide culture and perspective.
Using international case studies, Nicholas Ind and Iglesias in their book Brand Desire: How to create Consumer Involvement and Inspiration explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as:
- promoting a principles-driven organization that is grounded in its heritage and distinctive competences;
- creating a supportive culture that encourages the active participation of people in brand development;
- providing an opportunity for people to communicate more with
each other and to encourage socialization through communities and events; and
- offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support.
In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers. In a nutshell, this book will me most desirable to managers and market researchers.
by Nilabh Krishna