4-part model to create brand CHEMistry with customers: presentation to Asia-Pacific regional business meeting in Cebu

Here’s a summary of the talk I gave yesterday to the conference attendees:

Life 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 the research customer’s needs and the company’s business objectives.

This presentation offers a creative innovation model to help the customers accelerate their research – and help the company accelerate sales.

Presenting C.H.E.M. – our tool to truly create brand CHEMistry with 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 = MotivatePurpose: 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.We facilitated 6 groups workshops to put the C.H.E.M. model to work – and benefit from greater control over brand development, communications, advertising, public relations, web marketing, personal selling, service, and more.

We began to apply C.H.E.M. to move the brands forward...fast
• Define both a quality offering and a quality experience
• Understand what positive brand associations to create
• Learn what the brand really stands for – and the attitude it projects
• Shift from brand memorability to brand loyalty