Discover the opportunity.Then bring it to life.

Our story...

From habit to revelation

It was October 2015 and Craig

McVoy was at a conference

dedicated to the important

topic of what motivates us as

individuals. He was interested

in the topic because so much

of what Craig has spent the

best part of two decades

doing revolves around

understanding customer

motivations so that he can

discover, design and deliver an

experience that will get them

to fall in love with his clients

brands.

Having done this for such

renown brands as John

Lewis, BMW, JLR, Audi, LV=

and Direct Line, Craig shared

what he does whilst speaking

to others at the conference.

Amongst several people he

met in the various breaks, was

a publicist who found Craig’s

explanations of what he did

inspiring. “Before I knew it,”

Craig explained “I had agreed

to write a book about how

people fall in love with the

experience of a brand.”

understanding customer motivations...

2 | beyondbrand.eu

A system, not a dark art

“Whilst writing up the

synopsis for my book

submission,” Craig continued,

“I realized that whenever I go

into a business to design and

deliver an improved customer

experience, I use the same

process to help create the

magic every time. In fact I

realized that it wasn’t really

about a dark art at all; rather I

was using a process that could

be systemised and applied

to all and any business that

wants its customers to fall in

love with its brand.”

This realization proved to

be a turning point in Craig’s

professional career, not only

because he began to create

his methodology, but because

he saw with great clarity the

kinds of businesses that

would benefit most.

...using a process that could be systemised

3 | beyondbrand.eu

Ideal for SME’s

“The big corporates who

can afford to pay for their

own in house teams or the

fees of customer experience

specialists were already

catered for,” Craig explained.

“It was the many small to

medium sized enterprises

(SME’s) that would be the

biggest winners because,”

he concluded, “if I could

succinctly methodize and

package the learning, in a

jargon free way business

leaders understand, then it

would be something that

they could be taught to

deliver for themselves at a

fraction of the cost of

bespoke consultancy.”

So, it was this insight

that led to the birth of

Beyond Brand, a proven

methodology that gives the

SME the same ability as the

big corporates to discover,

design and deliver their

experience, so that customers

fall in love with their brand.

succinctly methodize and package the learning...

4 | beyondbrand.eu

Craig is absolutely passionate

about getting customers to

love the brands he works

with. “In our fast changing

world, product and price are

inadequate differentiators,”

he says with conviction, “the

only differentiator that really

matters is how a brand makes

its customers feel.

If they fall in love with the

experience then that’s what

will drive the brand loyalty

that all companies desire.”

...fall in love with the experience

5 | beyondbrand.eu

Passion

7 disciplines 3 phases

Beyond Brand delivers

a systemised methodology

through seven disciplines

across three phases.

All seven disciplines:

Purpose, Audience,

Approach, Channels, Offer,

Advantage and Evolution are

applied across each of the

three phases of Discovery,

Design and Delivery.

“They work

together rather

like the movement

of a fine Swiss watch,”

Craig observes, “with each

interlinked discipline, being a

cog in a dynamic process that

drives customer experience

forward in an exciting way.”

Discovery Design Delivery

>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

6 | beyondbrand.eu

...with each interlinked discipline being a cog in a dynamic process...

321

Variedlearning approach

Beyond Brand offers a

selection of approaches, each

tailored to suit a favoured

learning style. There are online

tools, face to face workshops

and a range of specialists

ready to access, but the

objective is always the same:

to deliver understanding and

knowledge into the hands of

the SME so that they can cost

effectively put the customer

at the very heart of their

business.

“It’s so much more

than just another customer

service programme though,”

Craig adds, “Beyond Brand

focuses on the concepts

and strategies needed to

create an amazing experience

throughout all parts of a

business. It’s about creating

loyalty and clear blue water

between brands and their

competitors. Ultimately it’s

about creating an amazing

experience which will in turn

deliver growth, better profits

and reduced cost.”

creating an amazingexperience...

7 | beyondbrand.eu

Love it? Contact us to discover more:

Email: info@beyondbrand.eu

Phone: 0333 222 1422

Website: beyondbrand.eu