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A New Marketing Model by Brand Phase

A New Marketing Model by Brand Phase. Work in Progress Love to receive suggestions Filip Wouters. The overall objective is to develop brands into a Star brand in all our markets. We need to optimize our approach by brand stage. . Brand Stages. Consumer Journey at Each Stage.

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A New Marketing Model by Brand Phase

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  1. A New Marketing Model by Brand Phase Work in Progress Love to receive suggestions FilipWouters

  2. The overall objective is to develop brands into a Star brand in all our markets. We need to optimize our approach by brand stage. Brand Stages Consumer Journey at Each Stage Consumer Brand Interactions ACTIVE LOYALTY Star Mature BRAND EXPERIENCE Building Growing CONSIDERATION & AWARENESS Anchor Under Developed

  3. Each of these stages have a different marketing objective Consumer Brand Interactions - Develop loyalty by creating a deep emotional bond and affinity with the brand ACTIVE LOYALTY Star - Build occasional usage and aspirational attitude to provide a progressive brand experience BRAND EXPERIENCE Building • Establish brand credibility that will drive consideration versus competition • Breaking through the clutter to drive awareness Anchor CONSIDERATION & AWARENESS

  4. And how do we integrate Engagement and Advocacy from empowered consumers?

  5. Each of these 3 stages will also have a different level of two-way marketing Brand Stages Consumer Journey at Each Stage Consumer Brand Interactions Consumer Brand Expressions ACTIVE LOYALTY ADVOCACY Star Mature ENGAGEMENT BRAND EXPERIENCE Building Growing CONSIDERATION & AWARENESS Anchor Under Developed ENDORSEMENT

  6. Consumers are empowered to create their own content so we need to manage a two way conversation Consumer Brand Expressions - Let consumers contribute to the brand and further leverage brand advocacy ADVOCACY Star Consumers create own content, recommend, WOM - Actively build a community (respond, facilitate, reward, encourage…) which is engaged with the brand ENGAGEMENT Building Consumers ‘like’, post, comment & pass along - Ensure endorsement by trendsetters, taste makers and social influencers Anchor ENDORSEMENT

  7. The 3 brand stages align with the level of how consumers interact with the brand or provide expressions about the brand One way Marketing - One way communication - Impressions Interactive Marketing - Two way communication - Expressions + ACTIVE LOYALTY ADVOCACY Star BRAND EXPERIENCE Building ENGAGEMENT CONSIDERATION & AWARENESS Anchor ENDORSEMENT

  8. Different markets have different levels of sophistication of interactive marketing ACTIVE LOYALTY + ADVOCACY Star + BRAND EXPERIENCE Building ENGAGEMENT + CONSIDERATION & AWARENESS Anchor ENDORSEMENT Digital penetration & Social media adoption

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