Wavelength’s Darren Coleman was invited to outline how B2B services brands can deliver emotionally charged brand experiences at the B2B Conference 2016 CXcellence, London. Brand, experiences and emotion are three areas most B2B brands struggle with, so this was seen as a topic that would hit the spot.
The best brands don’t compete based on what they do. They compete based on how they do what they do. This boils down to their brand experience. Savvy brand marketers use customer journey maps to explain the experiences they want to deliver. Are you in that club?
Interaction is powerful because it helps strengthen brand associations in memory. The more your customers interact with your brand the stronger the connection between your brand and its category becomes, i.e. increase in synaptic efficacy. This is why ruthless consistency and repetition is key. Coca-Cola and happiness is a classic example.
Branding tends to be perceived as a soft, fluffy and elusive craft that lacks scientific rigour. Nothing could be further from the truth.
An earlier post outlined the important role part of our brain (the limbic system) plays in influencing choice via brand-related feelings recalled from memory. This part of the brain also deals with things like metaphors, intuition and stories.
Most marketing executives employ a flawed brand performance model. They agonise over financial metrics like ROI, profit, EBITDA, revenue, etc. These are important but more informed marketers consider employee and brand metrics. Why do they take a more holistic and balanced approach?