Branding in the Digital Age

Customer Decision Journey

  • Understand your customers' decision journey
  • Determine which touch points are priorities (figure out how to leverage those)
  • Allocate resources accordingly
  • The goal of conceptualizing the consumer decision journey is to consider all the points of interaction and to understand which are most important in influencing the consumer
    • Be sure all the important touch points create a consistent brand concept

4 Steps of Building the Brand

  1. Ensure identification of the brand and association in customers’ minds with a certain product/customer need

  2. Establish consumer relevant brand meaning by strategically linking consistent, tangible and intangible associations

  3. Elicit the desired responses to the brand identification and brand meaning

  4. Convert response to active, loyal relationship between customers & brand

Integrated Marketing Communication

  • Evaluate which tools to invest in - by looking at your customer, their journey and where they are in the process
  • Don't do everything (avoid a scattershot approach)
  • Get the best variety you can
  • Get clarity and consistency across those disciplines to get the maximum impact
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Key takeaway

Attract the right people.  Have a specific target.

Readings

Branding in the Digital Age

Toward a Compelling Customer Touchpoint Architecture

Reebok Case