When Sparks Fly - Whitney Cornell SCAA 2014
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Transcript of When Sparks Fly - Whitney Cornell SCAA 2014
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When Sparks Fly! Connecting with your Customer, From First Impression to Lasting Relationship
Whitney CornellMarketing Director, La Marzocco USA
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Slides: ADD LINK
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“Compass Study” | Calsidyrose | Flickr | Creative Commons License
“A La Mode” | sea turtle | Flickr | Creative Commons License
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Brand is not…
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Logo Identity
Product
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A brand is not what you say it is.
It is what they say it is.
The Brand Gap, by Marty Neumeier
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Image courtesy of Ohmega1982 / FreeDigitalPhotos.net".
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“Promise?”| Carmella Fernando | Flickr | Creative Commons License Image courtesy of CherylHolt / Public Domain Dedication.
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Our brand promise is what we stand for in our customers’ lives.
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What do you stand for?
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How do you bring the promise to life and affect the gut?
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Survival
Success
Transformation
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Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
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Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Loyalty & Emotion
Differentiating
Basics
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Image courtesy of Ohmega1982 / FreeDigitalPhotos.net".
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“With Her Mixer” | Victoria Lahti | Flickr | Used with direct permission
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TED | Creative Commons License
Dani Cone TED Talk:
https://www.youtube.com/watch?v=EU0B6KOKPrM
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“A La Mode” | sea turtle | Flickr | Creative Commons License
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Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
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Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Pie and Coffee
Welcome Home
Classic and innovative handmade pies
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What does your pyramid look like?
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How do you identify your promise?
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The Focus Test
1. Who are you?
2. What do you do?
3. Why does it matter?
The Brand Gap, by Marty Neumeier
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Meets Expectations
(survival)
Meets Desires(success)
Meets Unrecognized Needs
(transformation)
Loyalty & Emotion
Differentiating
Basics
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How can you bring
your promise to life?
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Three tools:
1. Positioning Statement
2. Persona
3. Sensory Experiences
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1. Positioning Statement
The place (the position)
you occupy in the market,
crafted into a statement.
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High 5 Pie Positioning Statement
High 5 Pie is the place
for classic and innovative handmade pies
that feels like home.
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2. Develop your persona
Your most defining characteristics.
The person you want your customer to meet every time.
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3. Build your sensory experience
“Sights, sounds, and smells can all evoke emotionally charged
memories.” - LiveScience.com, August 8, 2010
In reference to article within
Science Journal, August 2010
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sight sound taste
touch smell
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1. Focus test
2. Build your pyramid
3. Identify your promise
4. Bring your promise to life1. Positioning statement
2. Persona
3. Sensory experience
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A brand is not what you say it is.
It is what they say it is.
The Brand Gap, by Marty Neumeier
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Image courtesy of Ohmega1982 / FreeDigitalPhotos.net".
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“Promise?”| Carmella Fernando | Flickr | Creative Commons License Image courtesy of CherylHolt / Public Domain Dedication.
Stay in touch
Whitney Cornell
La Marzocco USA
@whitcornell