5.5 Defining the touchpoints roles.

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Del curso dictado por IE Business School

Brand and Product Management

830 calificaciones

IE Business School

Brand and Product Management

830 calificaciones

Curso 1 de 5 en SpecializationMarketing Mix Implementation

Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees. You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology. Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.

De la lección

Translating your brand into compelling customer experiences.

At the end of this module, you will be able to: Define and describe the customer experience journey for your brand.

5.2 The touchpoint concept.6:26

5.3 Identifying your touchpoints.6:35

5.4 Prioritizing the key touchpoints.7:14

5.5 Defining the touchpoints roles.3:18

5.6 Implementing the brand at the key touchpoints.3:52

Conoce a los instructores

Luis Rodriguez Baptista
Professor
Marketing

[MUSIC]

Hi, welcome back.

If you remember in the last lecture we learned how to prioritize touch points.

In this lecture, you will learn how to decide

what is the role of those touch points in your customer experience.

In the prioritization, we used various criteria.

But to make things easy for you, in our hotel example,

I had provided you a cost estimate of the redesigned touch point.

However, in your brand you first need to decide what is the role

that you want each touch point to play in your holistic customer experience.

Let's look at a useful framework to guide you through that decision.

If we start at the top of the pyramid,

we have what's called branded differentiators.

Those that will definitely provide the most accurate experience of your brand and

offer a clear customer benefit.

In most industries, you can only have just so many branded differentiators.

In your hotel example, they were those that would definitely differentiate

the experience from other adequate level hotel.

Alternatively, you could have signature items.

These are the ones where there are many visual and

experiential cues that communicate your brand.

In our hotel example, they're the unique and pleasantly surprising elements of

the guest experience that can be delivered consistently across all of the properties.

Then we have category redefiners.

These are the guest ideal touch points that are not expected or

delivered by competitors consistently.

So we can take a take advantage of this.

Lastly, at the bottom of the pyramid we have guest expectation, those requirements

that every target customer expects are consistently delivered by competition.

In our hotel example, those elements that all hotels in the adequate category have.

So what did our hotel chain design?

The client decided to focus on differentiator rather than cleaning

up existing issues.

We decided on two key branded differentiators

to deliver the revamp brand strategy.

The bed and the shower.

We also included some signature icons.

Visual and experiential cues that support the hotel's brand and consistently

reinforce the unique and pleasantly surprising nature of the hotel experience.

This were the small in room icons, the employees' uniforms,

the grab and go breakfast, high-speed Internet, and the lobby.

Finally we summarized the budget for each of the different touch points.

The brand differentiators, the signature icons, and the category redefiners.

In the next lecture you will learn what does it take to actually implement

the brand at the above touch points.

See you there.

[MUSIC]

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