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Transcript

Consumers: Frames and Worldviews

Brand Hunt Grading

  • I read each one! Grade them all before posting! (Fair distribution of points & COL)
  • I have skimmed through them all.
  • General feedback:
    • Some understanding of the impact of brand positioning/pyramid
    • Some discussion on environment/merchandising
    • Some made a key discovery...

How hard was it to find unknown brands?

Fashion Brand Management Map

Consumers

Products

Strategies

Today's Focus

Course Objectives

Omni-Channel

Metrics (KPI)

Digital

Physical

Distinctive Elements

Consistency

Experiences

Symbolism

Controlled by the Brand

NOT controlled by the Brand

Communicating to Consumers

Imagining their experience

How to Empathize

Demographics

Gender

How do we start to understand a consumer?

Generation

Income

Origin Story

Media Consumption

Serena

Thinking about unique experiences

Chuck

Jenny

This tells us the Worldview ... How do we build Frames?

Defining Pain Points

Where do negative experiences happen?

Discovery

When they find the product/brand

Consideration

Research/reading reviews/etc.

Evaluation

Try-ons/In-store shopping/In-depth reviews (blogs)

Purchase

Exchange currency for product

Fulfillment

Delivery/Follow-up

Advocacy

Providing reviews formally or informally

When something goes wrong! This is a Pain Point. -Damages brand image, lowers brand equity, decreases trust and loyalty

When something goes right! -Builds brand image, builds brand equity, increases loyalty

Communicating Authenticity

How important is it for branding?

What does it mean?

What does it look like?

Building Frames

Gain or Loss

Communicating authenticity to the consumer:Frames for their worldview

Temporal AKA Timing

Value

Goals

The Customer Journey

Considering Mental and Physical Availabilty

Mental Availability - Brand Salience (discovery and research phases) Physical Availability - Can the purchase occur easily?

How to Create a Persona

Gender

Generation

Income

Important Worldviews

Customer Journey Map

This assignment challenges you to design a customer journey map that enhances customer experiences by integrating consumer frames and worldviews. When you have completed the activity, you will understand how to create a journey that aligns with strategy goals, improves consumer metrics like engagement, and builds brand image.

Purpose

This will be a component of your final project if you are hired as Experience Manager. Your submission may be used by the Brand Manager to determine their team if you score high enough COL points.

Final Project Component

Anticipate Omnichannel requirements!

00:30

Does Nike's "Just Do It" emphasize Gain or Loss? How?

How do you define authenticity?

00:30

Serena is a publicist that likes to unplug in the evenings with an ebook and a martini. How might a Brand reach her?

Course Objectives

  • Identify basic terminologies and concepts in fashion branding and marketing
  • Explain the importance of brand experience in establishing brand equity and salience
  • Comprehend different types of brand strategies and their key benefits and costs
  • Identify the characteristics of highly effective brand communication
  • Explore the future of digital brand communication in the light of constant changes in the retail environment
  • Develop a successful fashion brand omnichannel launch strategy designed to enhance sales and profits

00:30

Jenny is a fashion designer with an elevated awareness about brand strategies. How might a Brand reach her?

What're some negative experiences you can recall from a fashion brand?

01:00

00:30

Which emphasizes value more: Luxury or Mass Market brands?

00:20

Think about the brand pyramid. How does income relate?

00:30

What kind of goals does Reformation communicate their brand buyers can achieve?

00:30

What are some fashion brands that capitalize on seasonal events?

00:45

00:45

What're some positive experiences you can recall from a fashion brand?

01:00

00:30

Chuck is an entrepreneur that binges marketing YouTube guides. How might a Brand reach him?