building a

BETTER
BRAND
exprerience
Brand Experience Class

building a

BETTER
BRAND
exprerience
Brand Experience Class

Whats inside :
Opening
Lets talk about brand
The Value of Experience
Customers Experience
Closing

What is your favorite movie?

How we can get

through to almost
anyone

When was the last

time you being
heard?
How does it feel?

Want to help
someone you care
about become
a better listener?
Start by listening
to them.

To understand and
respond to another
persons dreams, hurts
and fears is the most
potent tool youll ever
discover for getting
through to anyone you
meet

To strengthen your
interpersonal influence,
Win hearts and minds
instead.

Next time youre trying to

get through to a difficult
person, try following this
Persuasion Cycle:

Next time youre trying to

get through to a difficult
person, try following this
Persuasion Cycle:
from resisting to listening

Next time youre trying to

get through to a difficult
person, try following this
Persuasion Cycle:
from listening to considering

Next time youre trying to

get through to a difficult
person, try following this
Persuasion Cycle:
from considering to willing-to-do

Next time youre trying to

get through to a difficult
person, try following this
Persuasion Cycle:
from willing-to-do to doing

Next time youre trying to

get through to a difficult
person, try following this
Persuasion Cycle:
from doing to glad they did and
continuing to do

Make another person feel

felt and win their hearts;
make them feel valuable
and youll touch them in a
much deeper way.

How likely are you to

make a snap judgement
about a person you meet
for the first time?

Just. Listen.

How far your market

research going?

Remember,
you are NOT ALONE

Remember,
if we fail doing this we
fail to listen more

Lets talk
about BRAND

What is
BRAND?
A brand is a persons gut feeling about a product, service, or company
- Marty Nuemeier, The Brand Gap -

what people say about you when

you are not in the room

Jeff Bazos CEO Amazon

Why
BRAND?
Navigation = Brands help consumers choose

Reassurance = Brands communicate the intrinsic quality of the

product or service and reassure customers that they have made the
right choice.
Engagement = Brands use distinctive imagery, language, and
associations to encourage customers to identify with the brand.

Navigation

Reassurance

Engagement

What is AIESECs
BRAND?
Brand positioning

Who is our target.

What we do.
Differentiator.

Brand promise

BRAND EXPERIENCE

Answers the question: Why

would I join AIESEC?
(benefits and external value).

The way we make decisions.

How we deliver our
operations.
Micro-experiences
management.

Brand Strategy

Brand operations

What is AIESECs
BRAND?
Brand positioning

Brand promise

What is AIESEC?
The Global Youth Network Impacting the World
Through Leadership Development Experiences.
Brand attributes:
Daring.
Diverse.
Inclusive.
Dynamic.
impactful.
*brand
characteristics
that
influence how we communicate
externally.

Brand manifestations:
Responsible leadership.
Global.
Collaborative and democratic.
For youth by youth.
Social entrepreneurship.
*desired external reputation based on
attributes that define us as an organization.

the

How BRAND
happening?
Brand happens because people story.
Conversation is out there.
What they say about our brand, IT'S OUR BRAND
Every customer has a story to tell
Every story builds our brand

Lets take a look

of BRAND CASE

Evolve the
Experience
Build platform to create
feedback and improving
customer experience

Remove friction
At every customer touchpoint
The businesses that utilize
technology to enhance their
customers' experiences are going to
be the big winners in the years to
come. I'd definitely put Starbucks in
that category
Kevin Johnson, CEO President Starbucks

Starbucks customers
share is dominating
Millions of photos tagged
#starbucks across social
media platform

Starbucks focus in
Evolving Customer Experience

The value of
Experience

Brand as a
VERB
in todays attention economy, consumers have come to care less about what
brands are saying and more about what theyre doing.
Which is why we see brands today as more a function of how they act ... how
they engage with and around consumers ...

as verbs.

in a world of brands as verbs, what you do in

REAL LIFE
is critical to having a

REAL IMPACT

Understanding our
CUSTOMER
People dont buy stuff.
They buy what stuff does for them
..and the most powerful experience is the feeling
of belonging

Understanding our
CUSTOMER
Because were social by design
And we craved to share experiences

Understanding our
CUSTOMER
content
Context :
The Experience

What we
make for
them

What we
mean to
them

Understanding our
CUSTOMER
How we should make the context?
Focus less on positioning, more on feeling

Understanding our
CUSTOMER
They will soon forget about what we said
But they will remember how we made
them FEEL

Experience the
VALUE
3 principles of building brand experiences :
Entice = Draw People In
Engage = Broaden the Conversation
Extend = Make them Believe

Experience the
VALUE
Brand start in the recruitment process
Your people are your brand
brand starts inside your company with your company culture
brand is not the strategy.. it's who we are

Experience the
VALUE
in this ever-changing society, the most powerful and enduring
brands are built from the heart. They are real and sustainable.
Their foundations are stronger because they are built with the
strength of the human spirit, not an ad campaign.
Howard Schultz, CEO Starbucks

AIESECs
Experience Flow

Customer
Journey

Re-defining
Customer Path

Loyalty is ultimately defined

As willingness to advocate
A brand

Initial appeal is
Influenced by the community
To determine attitude

Aware

Appeal

Ask

Act

Advocate

Customers now actively connect,

Building ask-and-advocate relationship

Re-defining
Customer Path
Aware
Customer is in passive stage,
Brand awareness source :
1. Marketing and Communication
2. Community recommendation
3. Self-experience

Appeal
Customer unconciously
making list about brand
they curious about.
First impression is the key
to unfocused costumer

Re-defining
Customer Path
Ask

Act

Advocate

Customer is in active stage

The highest engagement
They constantly ask and search
The phase where customers
between customer & brand
about brand through their
give advocacy/suggestion
How we deal with complain
community and the brand itself.
is the most important interaction to others about your brand
This stage is the important
factor of purchase decision

Re-defining
Customer Path
Ask

Act

Advocate

Customer is in active stage

The highest engagement
They constantly ask and search
The phase where customers
between customer & brand
about brand through their
give advocacy/suggestion
How we deal with complain
community and the brand itself.
is the most important interaction to others about your brand
This stage is the important
factor of purchase decision

Lets take a look of

CASE STUDY

They create
CUSTOMER PATH

They create
PLANNING TOOL
Insight
Flying means time away from home or work Quite a
few travellers want to arrive just in time
Solution
Lufthansa supports those travellers with a
search/planning tool that is based on the actual time
of the appointment allowing for precise planning

They create
INFO PRINTABLE
Insight
In order to have the important trip information in one
place, travellers often keep a hand-written note with
them
Solution
Lufthansa aids with a convenient printable overview of
the important trip related data giving security

Find out more

http://www.slideshare.net/chrisdudeberlin/theexperience-is-the-message-creating-unique-airlinebrand-experiences

Connecting
the dots

Brand
EXPERIENCE
A simple way to understand how our target audiences (members, supporters
and enablers) experience (or interact with) the AIESEC brand.
The interactions and touch points they have with AIESEC will shape the
impression of what AIESEC is to them, and by being conscious of this we can
manage the kind of experience we would like our target audiences to have
with AIESEC.

We want to be the

Youth Leadership
Provider of the World

We are the ones responsible

for how were perceived by the
world.
Belief and Communicate

MC

BUILDS A STRONG NATIONAL BRAND:

Creates and provides the overview and
direction of the brand you need to build
for the entity as a whole

CUSTOMIZES THE GLOBAL

PERSPECTIVE and ORGANISES
NATIONAL RESOURCES:
Driver of activating to resources and
knowledge of whats happening across the
Global network and across different LCs
within the entity

LC

LOCAL MARKET EXPERTS- they are the best

capable of customizing national messages down to
whats relevant in their campuses. They are the ones
who need to step up in creating the DETAILS of
campaign tactics and collecting content from the
experiences they deliver.

FRONT-LINE Implementers- HR is most powerful on

the LC level. Members need to be clear about how
to represent AIESEC brand and communicate the
campaign messages.

AIESEC is About People,

and every person has a story

AIESEC today is made up of 100.000+ stories,

So, if we tell our story, just maybe

It will be loud enough for the world
to hear

your
ASSIGNMENT
Define our customer journey, and find the problem/insight in
each path
Marketing : Exchange Experience
PR/IM : Event
Share in E-Mail Thread by the latest 12th June 2015

make

BIG CHANGES
by taking
LITTLE STEPS
everyday