How to Create 360 Brand Experience

How to Create 360 Brand Experience Male: So what I’m really saying is you know taking those points and pushing it further. So no matter what a market here is trying to do in terms deliver a promise you can recognize that people are bit like birds, they’re going to flatter about. They’re going to pick different bit sob and ladies and gentlemen you know here when an organization that tries to get his message over and if you haven’t yet got the points you know its something about shrinks look at it heavily cloth A longer life totally—still with me right? We continue tighten height and style—oh by the way, this brand is all about barb wire. I fantastic release in terms of communication not yet and you some of what it’s about but the thing really is people deepen they do pout. So when we start to enact a brand promise again uses a model that some chooses me through our voting side in other organizations to me its similar. What organizations can do is then say look that‘s 360 degrees so important we generally want to make sure that no matter what the touch point the brand is will deliver the same promise. So organization starts to think about the promise and if they then start to say so, how can I enact? How can I then start act the promise. But if you’re talking about luxury in the case of the hard performance car and maybe the ultimate is to put a tray six champagne glasses with champagne on the bonnet, the hood of the car and that somebody sits inside the car and puts the engine into a very high rev and still there’s no vibration. I’ll leave you to think about the brand but by golly gosh if this is the ultimate drive machine you know what is the ultimate way in terms of then trying to get people to think a bit more about the ultimate driving machine. Everything it does it must ready signify excellence. But when people deep into the product to the service they will deep into the environment through which the brand is being displayed. The environment through which the brand is being sold, I know a few organizations where it buys agree to this you walk in to the store with a big sign that saying photography is forbidden. Ladies and gentlemen, I’m talking about Harold. Photography is forbidden. The environment, you know this is the story that maybe a next story applies too. You know somebody rung in and say its “excuse me, do you sell elephant?” so its replies was not a yes or no but I was—well are you looking for an Indian or an African elephants? His in organization, who gets the retailing environment to really reinforce the promise the promise about you now this being a retailer that sells all that to do with being excellence, environment supports it. Let me start to see a form of behavior stop because again we interact with employees and number one, one mobile phone operator you know the brand promise was all to do is about being you know we offer service and I run into the organization because I had to private my phone and the organization sets me “can you give us your password” and its then I have my password and this organization is about service. It’s about being homocentric and then said okay let’s try crossword puzzle. If the first clue for the first letter is what might that letter be? I had about two or three clues and I’ve been—this is my password is. Ladies and gentlemen it’s about empowerment. If a brands is a powerful brand that promise is understood and it is believed in so people then the employees then start to understand how they can abide by what the brand sense for but they can and act it in amount of that reinforce is all about it. And then that’s the importance of then taking that brand promise and then saying let’s start to think about the way that we’re communicating. The way that we're trying to communicate the brand to the market out there, you know in here I’ve been start to think about organizations like innocent, innocent drink company that the market among to many element this there is. You know this is the organization in terms of communication at the back of the pocket says but pick up the banana phone. You know you’re talking about smooth is you’re talking about naturalness. So they then talked about an unnatural think with a phone. They talked about the banana phone and you look at the package it’s all about communicating in the idea of being refreshing, challenging the convention that says being healthy is then boring. To be blunt they put color into it that make you smile in terms of the language that’s being use. So it’s the importance of taking that by in promise and then enacting the brand promise in the 360 degree manner. Ladies and gentlemen, time to national and then the in front magazine touches of tie this organization what is got is got this visual but I visual what they’re doing is that they’re trying to hid in a different sensation. The sensation of here in other words the music and the flight. Now the sensation of taste and we talk of food aside all base done is they’ve gone through the different sensations and they try to it the concept to my mind of serenity and they really have to live it by thinking about this different types of touch points. Now in terms of waste of doing it, how can you then taste the brand? To say well, you know does this brand promise really come across as being a true 360 degree enactment of promise. Well the some researchers to develop to lots technique, the technique is so much concern with walking to talk. Walk the journey that your customers or your buyers follow through. In other words first and foremost, let’s start to think about those triggers. The pre purchase points. Let’s start to think about those pre-purchase points. Ladies and gentlemen, one occasion I recall looking at different a mobile phone operators. Thinking about maybe one being particularly good because in the web it looks appropriate but the problem was because the way they’d located the store during a weekend it was very, very close to a market. It was very close to market whether a bands that we're playing. It was just so difficult and ironically the organizations about communication and yet ironically they’re going to put the store in a position where I buy with the doors being open it was just so difficult to hear what’s going. You know take my friend promise, my first enactment of the promise comes across in terms of you know when I’m looking and considering what’s going on the pre-purchase. Then I have the purchase touch point. I then have the purchase touch points and I again I start think about maybe the IT sector you know with the brand promise is about simplicity and then the purchase touch point so you take the equipment home. You then try to configure the equipment. You try to boot it, you try to synchronize it and yes it is simplicity. If you have an engineering background but to many people though this concept of simplicity wasn’t enacted and if I may not—that when using initially the product of service the customer expected and then that’s to get when people buy products and services they come in all most a naïve user. Naïve user because they’re trying to learn what’s going on and here we are with the brand, we're trying to also best value because were augmenting. We’re putting more into the brand. So can you put your screen on? You now repute thought this is terrific device I go here because its touch screen sensitive. Fantastic, we're not playing about with keyboards but the problem was you got to go through a hierarchy of questions before you can actually then start to get into the really are you want to play with. Now in this organization case what they had not done, was they not look at initially which are the most popular part of the program that people are using. They had really said, congratulations you bought a wonderful device. It’s got all these applications but as the users starts to do it, you’ve even making that post purchase become not much more difficult. Now I’m going to try away from this. I’m not going to read the starter stretch the brand in the way that really I know we could do.