To build a brand successfully, brand engagement should
be created. There are two types of brand engagement - internal (employees'
brand engagement) and external (consumers and external audience). Consumers
need to have a reason to want your brand, to spend their time on it, to
recommend it to their family and friends, to work for it, to invest in
it.
Some figures: 60% of perception based on a
company, 40% of perception on a product. 70% of the purchase decision is
made before some customers meet a salesperson. It means that a company's
image is even more important than a product itself.
Four main areas to build a brand:
1. Communication (make two-way conversation related to
your brand)
2. Experience ( motivate consumers to participate in
brand experiences)
3. Perception (involve consumers and attract their
attention to your brand)
4. Promise (reinforce the brand promise to
consumers)
Brand should delight its audience by creating great
experience, accelerated innovation and personalizing its interactions with
big data insight.
Adidas and Nike look for being «lovemarks». They
prefer to have fans than simple consumers. Their strategy indeed is to create
communities of consumers. Historically societies are built around religions,
values or interests. The idea of Nike and Adidas is to condition people living
together around a common interest: their own brand. Having communities of
consumers enable Nike and Adidas to get feedbacks easily.
For example, Adidas created a chat, where consumers
are its members. In this community consumers - members have the possibility to
be connected and to chat in live with athletes and managers. Adidas asks a
minimum of formalities to be a part of this community.
Nike, on its side, is looking for consumers’ community
creation and even more: for sportsmen even if they are not Nike addicts. In
Paris, Nike is organising a run, where everyone (at the condition of being in
good health) can participate. Nike proposes services to participants going from
their customized shoes to a personal video filming of participants during the
run.
There is no barrier for consumers to belong such
communities so that brands become loyal easily and recruits members.
On which level do they engage?
Nike and Adidas engage on emotion level. In creating
communities, they emphasize the feeling of being a part of their group. Adidas
gives consumers the possibility to chat between themselves and with athletes.
Could they have the opportunity to address these champions without this
community? Would they meet so many people with a common passion? Nike is
organising the run, focused on the self-esteem and the notion of participants’
identity. Advertising of Nike running is focused on participants, step by step
during the run. Moreover, customization services, personal videos, applications
are the conditions, which make consumers think that brands are at their own
service. Brands emphasize the feeling of identity by integrating them in a
group and at the same way by differentiating them from the other members with
customized services.
Modern philosophers agreed to declare that Mankind is
the common measure for everything. Now Nike and Adidas are turning their
consumers into the common measure of everything.
Edouard Lévêque & Irina Kalashnikova
Sources:
https://aytm.com/blog/research-junction/how-to-build-brand-engagement-part-1/
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