The goal of this presentation to corporate executives was to cast vision for improving customer loyalty. Creating quality products simply isn’t enough in today’s cut-throat business climate. Rather than joining the race to the bottom, what if we could change our value proposition to customers? What if we can make customers love us so much that they will (willingly) tattoo our logo on their bodies? (Harley, anyone?) A number of companies can command this loyalty, and it pays dividends. Just ask Apple.

So… how can we? Is it magic?

I would argue “no”, and that this success can indeed be replicated. Although not in the public version of this presentation, I also created a detailed 3-year proposal for how to make it happen.

Fall 2010

I had the opportunity to plan and lead a 2-day workshop for a company’s Global Branding Council. The team had done logo-centric branding and was interested in taking steps to establish a more consistent visual branding scheme for the company. The kickoff presentation (embedded below), guided the team in thinking more deeply about connecting with customers and the role that design can play in growing brand effectiveness.

Using examples from companies with high emotional indices (Apple, Nike, Adidas) and leaning on A New Brand World by Scott Bedbury (of Nike and Starbucks lore), a case is made for telling a consistent brand story across all touchpoints the company has with its customers. This story and personality must be deeply rooted in the company’s DNA and should ultimately manifest itself in compelling marketing experiences, packaging experiences, product experiences, and service experiences.

Spring 2011