Thursday, September 25, 2008

A 4-part model to create brand CHEMistry with your customers: Presentation to Asia Brand Congress in Mumbai.

Here’s a summary of the talk I’m giving today to the summit attendees:

Health science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between customer needs and business objectives.

This presentation offers a creative innovation model that leverages a concept I call the science of "bio-branding." The model is based on the belief that health science and technology brands require their own scientific methods and tools. It offers valuable lessons for pharmaceutical, diagnostic, and life science marketers. Yet, its principles also can be translated to other specialty and professional market sectors.

The goal of the innovation model is to captivate customers in ways that go beyond traditional “interruptive assumptions” of advertising.

Presenting C.H.E.M.

In this presentation, I will share a high-level summary of conclusions from:
• Literature review of major academic journals, trade publications, and branding books
• Market research findings from 36 U.S. and Global launch programs
• Experience with more than 100 different brands developed and/or supported by our consultancy

The result of this research and experience is a brand innovation tool with a memorable acronym – C.H.E.M.

By applying the tool, a marketer can truly create brand CHEMistry with your customers.

Overview of C.H.E.M.

C = Connect
Purpose: Fit in their world, not try to disrupt it.
Action: Identify your true target audience(s). Then determine how to connect with these individuals through meaningful and relevant messaging. This connection is the start to the most effective brand efforts.

H = Honest
Purpose: Utilize your best data, not distort it.
Action: An honest information exchange allows external points of view into a discussion and enables your audience to open up and share their issues, concerns, or complaints. This allows true understanding of the customers’ circumstances. By initiating the conversation, then listening, you create an open and honest dialogue and valuable customer response. In this step, also examine claims to ensure the most accurate data is presented.

E = Easy
Purpose: Simplify communications, not make it more difficult.
Action: Not only ensure that your customer materials are easy to read and understand, but also introduce “easy” potential solutions relevant to the customers’ needs. Helping customers understand the value of your solution and how it positively relates to them, creates positive associations and brand loyalty.

M = Motivate
Purpose: Show customers how to take action, not demand it.
Action: Encourage action by offering your audience a clear, simple first step toward a goal in every communication. This step ensures you show how and where to take action. Ongoing, active participation from customers, as well as clients and consultancy, will lead to more proactive communication, meaning brand longevity.

Applying C.H.E.M.

When you put the C.H.E.M. model to work, you can benefit from greater control over brand development, communications, advertising, public relations, web marketing, personal selling, service, and more.

Begin to apply C.H.E.M. now to move your brand
• Define both a quality offering and a quality experience
• Understand what positive brand associations you can create
• Learn what your brand really stands for – and the attitude it projects
• Shift from brand memorability to brand loyalty

1 comment:

Patrick said...

Looks like an impressive event based on the postings. Looking forward to hearing more about it.
Safe travels.