building a better aiesec brand experience

building a

BETTER BRAND exprerience Brand Experience Class

building a

BETTER BRAND exprerience Brand Experience Class

What’s inside :

Opening

Let’s talk about brand

The Value of Experience

Customer’s 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 person’s dreams, hurts and fears is the most potent tool you’ll ever discover for getting through to anyone you meet

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

Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle:

Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from resisting to listening

Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from listening to considering

Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from considering to willing-to-do

Next time you’re trying to get through to a difficult person, try following this Persuasion Cycle: from willing-to-do to doing

Next time you’re 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 you’ll 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

Let’s talk about BRAND

What is BRAND?

‚what people say about you when you are not in the room‛

Jeff Bazos – CEO Amazon

‚A brand is a person’s gut feeling about a product, service, or company‛ - Marty Nuemeier, The Brand Gap -

Why BRAND?

Navigation

Reassurance

Engagement

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.

What is AIESEC’s BRAND?

The way we make decisions. How we deliver our

operations. Micro-experiences

management.

Answers the question: ‚Why would I join AIESEC?‛

(benefits and external value).

Who is our target. What we do.

Differentiator.

Brand positioning BRAND EXPERIENCE Brand promise

Brand Strategy Brand operations

What is AIESEC’s BRAND?

Brand positioning What is AIESEC?

The Global Youth Network Impacting the World

Through Leadership Development Experiences.

Brand promise Brand attributes:

Daring.

Diverse.

Inclusive.

Dynamic.

impactful.

Brand manifestations:

Responsible leadership.

Global.

Collaborative and democratic.

For youth by youth.

Social entrepreneurship.

*brand characteristics that

influence how we communicate

externally.

*desired external reputation based on the

attributes that define us as an organization.

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

Let’s 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 customer’s 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 today’s attention economy, consumers have come to care less about what brands are saying and more about what they’re 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 don’t buy stuff. They buy what stuff does for them

..and the most powerful experience is the feeling of belonging

Understanding our CUSTOMER

Because we’re social by design And we craved to share experiences

Understanding our CUSTOMER

content

What we make for them

Context : The Experience

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

AIESEC’s Experience Flow

Customer Journey

Re-defining Customer Path

Aware Appeal Ask Act Advocate

Initial appeal is Influenced by the ‘community’

To determine attitude

Customers now actively connect, Building ask-and-advocate relationship

Loyalty is ultimately defined As willingness to advocate

A brand

Re-defining Customer Path

Aware Appeal

Customer is in passive stage,

Brand awareness source : 1. Marketing and Communication 2. Community recommendation

3. Self-experience

Customer unconciously making list about brand

they curious about.

First impression is the key to unfocused costumer

Re-defining Customer Path

Ask Act

Customer is in active stage They constantly ask and search

about brand through their community and the brand itself.

This stage is the important factor of purchase decision

The highest engagement between customer & brand How we deal with complain

is the most important interaction

Advocate

The phase where customer’s give advocacy/suggestion

to others about your brand

Re-defining Customer Path

Ask Act

Customer is in active stage They constantly ask and search

about brand through their community and the brand itself.

This stage is the important factor of purchase decision

The highest engagement between customer & brand How we deal with complain

is the most important interaction

Advocate

The phase where customer’s give advocacy/suggestion

to others about your brand

Let’s 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/the-experience-is-the-message-creating-unique-airline-brand-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 we’re perceived by the

world. Belief and Communicate

MC LC

• 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 what’s happening across the Global network and across different LC’s within the entity

• LOCAL MARKET EXPERTS- they are the best capable of customizing national messages down to what’s 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

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make BIG CHANGES

by taking LITTLE STEPS

everyday