The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace


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Jim is a great leader who's energy and enthusiasm represents everything an agency CEO should be. Passionate about promoting the profile of talent in the North West, Joanna is part of the council that has established BIMA's Manchester presence over the past year. Without Joanna, the North West would not have the connected, collaborative and digital centric client service community it does today. Executive Creative Director at Proximity London. After failing at being in a band John got into designing record covers instead. Karmarama joining Accenture Interactive is one of the key defining moments of our industry in the last 12 months and this was led by Jon.

She has been instrumental in driving diversity and inclusion by supporting the Creative Equals' Intern Bursary, which gives junior female creatives facing financial challenges access to jobs in the ad industry. She is a proud member of the Creative Equals' advisory board and plays a key role in the organisation's success.

The programme provides free digital skills education in the form of engaging online modules badges. The iDEA curriculum has been curated to help inspire people all over the world to become Digital Citizens, Workers, Makers, Entrepreneurs and Gamers to enhance their employability; and to help them become economically active. Kerensa is also a Professor, an Executive Coach and a bestselling author and is passionate about helping people unlock their potential.

Barbican Young Poet, Kieron, broke into the ad industry via the first intake of Ogilvy's creative internship The Pipe in and has gone from strength to strength. With no background in advertising, Kieron's digital thinking and creative flair has shaped the strategy for Vodafone's new digital-first sub-brand VOXI — one of the biggest brands coming out of Ogilvy UK right now.

As a co-founder of Ogilvy Roots, Kieron champions greater diversity of talent within the industry and is passionate about working with London's inner-city schools to bring the next wave of creative digital natives into the industry. Lani leads cross-functional, agile delivery teams at digital consultancy, Red Badger. In the last year alone, her championing of Payroll Giving with Red Badger matching donations has seen the company awarded the platinum certification for participation. Along with his strong team of developers, UX designers, creatives, marketers, analysts and product teams, Jon has been busy transforming the digital business at Vodafone over the last 12 months, building an entirely new digital architecture, creating a new digital innovation hub in London and rolling out new digital experiences, including TOBi, the first chatbot in telecoms to offer an end to end sales journey.

Prior to Vodafone, Jon held a variety of digital and commercial leadership roles at Adobe, Orange and Eurostar. For 20 years, Laura has brought a fresh and experimental approach to digital. In , Laura proved her creative prowess when she co-founded The Great British Diversity Project, which went on to prove the power of diversity for creative effectiveness. Laura co-founded SheSays, a global volunteer network with over 40, members which works to get more women into the creative industries.

A rising star in the UK digital industry, Laura has enjoyed a pivotal role in an amazing year at Soluis, leading the creative process on their most ambitious project to date - visualising the reimagination of an entire country! The project saw her steer multidisciplinary teams to transform complex social, cultural, and economic objectives into inspiring, impactful visual narratives, delivered across immersive visualisation platforms, to an audience of world leaders and innovators.

They co-founded The Other Box — an award-winning platform celebrating people of colour and other minorities in the creative industries — to make the conversation around diversity more intersectional and inclusive. By combining their lived experience of everyday exclusion and tokenism with academic knowledge of race and racism they want to create tangible, long-lasting change. Loral is the CEO and co-founder of Sustainably, a real time social responsibility platform, making it easy for consumers and businesses to have a positive impact, integrated into daily life.

Sustainably turns busy consumers cashless transactions into impact by rounding up their spare change every time they shop. It enables brands to match donate to causes their customers and employees care about in real time, localising and personalising their social responsibility. Loral created this from idea to inception. Sustainably's advisory board includes the co-Founder of a billion dollar tech company and a unicef ambassador. This builds on Louize's digital talent legacy in the Thames Valley.

Now in its third year, ConnectTVT's flagship platform, 50 Game Changers, brings together innovative start-ups and scale-ups to celebrate regional, grassroots talent and success. A long-term advocate for STEAM, Louize continues to champion Green Meets Grey, the programme that connects next generation talent with business mentors to tackle real-world challenges. Over the course of , Luke's passion saw him progress into the role of Lead Designer at hedgehog lab.

As a learning enthusiast and problem solver, Luke dedicated his spare time throughout the year to studying various laws and principles of design, putting them into practice both in his work and innovative personal projects. Luke's most impressive attribute has been his willingness to share the knowledge and experience he has picked up, both within his organisation and with the UK design community. In , Lydia co-founded FeedForward Ai an artificial intelligence consultancy.

Bridging the gap between academia and industry, FeedForward apply the latest machine learning research to real business and creative problems. As well as bespoke consultancy, they have built a solution for personalising customer experience on media platforms. She is committed to demystifying Ai through communicating its concepts and practical applications, and has started the Innovation AI event series - where research and industry meet.

She believes diversity is essential in Ai to maximise innovation and build solutions that benefit all. Lydia is a member of the BIMA Ai Think Tank, with a particular interest in using technology to enable human creativity and the effect of bias in machine learning. In addition to encouraging students to take up STEM subjects via Founders4Schools, Lynsey is also part of the Skyscanner Future Tech charity team, whose mission is to help make Scotland a great place to base a tech company. Despite not having a tech background, Lynsey is currently using her network of peers in tech companies in Scotland to bring a similar experience to Girlsday NL to Edinburgh, with an ultimate aim of creating a Girlsday tech event for Scotland.

By spending a day getting a feel for life in a real business, and completing tech tasks to spark interest in a tech future, Lynsey aims to help redress the gender balance in the tech roles of tomorrow. Marianne is the founder of Think Designable the alliance for disability inclusive brand practice. Their aim is to better society's relationship with 'difference'.

They're doing this by looking at how brand experiences are designed and questioning accesibility and representation at every stage - both digitally and physically. Marianne is in the process of planning their second conference on Inclusive Brand Practice in November with a view to challenging the way major brands think about disability.

Marianne studied Inclusive Design as part of her Masters, and believes this should be a common part of mainstream brand development. Her aim now is to bridge the gap between assistive and mainstream products and services, thereby improving quality of life for all. Since Martin has built a group of successful businesses that deliver best in class 3D visualisation and interactive digital presentation. His vision to connect the latest digital technology platforms to the needs of different market sectors has led his businesses to be among the earliest innovators in bringing the benefits of augmented and virtual reality to the property, design and construction sectors.

Sublime is building the next generation of tools and content platform for the nascent VR market and the anticipated future AR sector.


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Early success in the Middle East and Asia point to another successful venture. Michael leads the long-term technology vision of Inside Ideas Group and is responsible for its technical collaboration and advanced technology incubations. For the past 18 years he's worked as a developer, creative technologist, technical director and founder at Hyperlink-Interactive, BBC, U-dox and more. In , Michael single-handedly created the Havas London in-house technology and digital team. Although Mike is a Creative Technologist he doesn't always start with a new technology, he starts with people and re-imagines how we experience the world to create meaningful change.

He and his team use technology as the tool or platform to communicate their ideas, normally in playful, engaging and unexpected ways. Recent innovations include Solo, the radio Ai that reads facial expressions to match songs to your mood, and Track, an AR driven app and product that lets anyone attach audio tracks to objects. During her 7 year career break to raise her two children, Miranda published three novels with Random House and has also contrinbuted to business books on social media and digital strategy.

She also founded thisdoesnotmeanyes - a photography project which saw her meet the Queen. Neil is a design leader and speaker who cares about making an impact for people and profit through insight and design. He heads up his consultancy practice, Industry Visionaries, where he develops new methods to stay at the forefront of his craft.

In the past year, Neil has introduced a futures thinking practice to Nile and its clients, helped NHS Digital reimagine its B2B experience using service design, and introduced new ways to scale customer involvement in digital delivery for challenger banks. He also founded the independent creative agency Enter in Nicky is committed to building relationships and collaborations that support the National Theatre of Scotland in engaging with hard to reach audiences and finding opportunities for artists to realise the potential of digital technologies in their work.

Oli is Managing Partner of digital customer experience studio Tangent. Experts in research, experience design, technology and data, Tangent helps businesses navigate the digital landscape and better serve their customers. In , Oli lead the acquisition of Decibel Digital, a leading strategy and design agency, bringing a number of key staff and blue chip clients into the Tangent family.

With 55 staff in London and a new office in Newcastle, Tangent is quickly becoming one of the fastest growing independent digital consutancies in the UK. Co-Founder and Director at Juice Immersive. Pip Jamieson is the founder of The Dots, a LinkedIn challenger designed around the networking needs of 'no collar' professionals — creators, freelancers, entrepreneurs and millennials.

Delightfully dyslexic with a distinctive marmite laugh you either love it or you hate it , Pip was named by The Sunday Times as one of the Top Disruptive Entrepreneurs innovating in their respective fields and by Creative Review as one of the top 50 Creative Leaders. Business Director at Your Favourite Story. Rachel has over 12 years experience in digital and client services. Since joining Your Favourite Story to head up Client Services, her drive and curiosity have helped reshape that team as well as the wider approach to client work.

She is not afraid to interrogate a brief or challenge established ways of working, and does so with complete and persuasive professionalism. With a keen eye for detail, Rachel is passionate about crafting beautiful interfaces and applying her design methodologies to produce accessible, user-centred designs. In alone she redesigned Primark. Rachel's leadership style is participative and nurturing and she prioritises her team's happiness. She has dynamic client relationships and is fastidiously commercially-savvy. She runs the internship programme and regularly offers talks and mentoring to universities.

Richard realised the power of bringing together startups, agencies and brands long before anyone else. This year, the Friday Club London, the non-profit he co-founded in to do just that, hit the sigificncant milestone of accepting its th member. Joining Thomson Reuters 18 months ago, Richard has already made an immediate impact by leading a global digital transformation programme to re-imagine the customer experience. Central to this is a new enterprise-wide digital touch point, MyTR, which is a consolidation of multiple legacy portals.

With an ability to define and articulate the future digital vision, drive performance, and execute, Richard balances all parts of the equation to deliver digital success. Richard has a rare combination of creative and commercial skills with a contagious energy that he directs across content, brand, service design and organisational engagement with emotional intelligence and strong leadership.

I don't do slick well - it is enough of a reason for me to not work with an agency. So, Richard's approach and attitude has played a big role in the successful relationship between our company and Rufus Leonard. In the last 12 months, Rob has driven GIANT to accelerate positive change in the cause market by encouraging the use of leading-edge technology such as blockchain, chatbots and artificial intelligence.

A key component of this strategy was the launch of Overherd, a quarterly charity event that tackles the digital challenges the nonprofit sector faces. As well as completing the Goldman Sachs 10, Small Businesses programme, Rob was appointed trustee of two pioneering charities: YAUF, a charity that supports disadvantaged children through music and arts; and Khulisa, a charity that aims to reduce reoffending and rehabilitate young people.

Roxanne has a strong voice in the industry, working on the Diversity and Inclusion agenda. Her work with female leaders explores what stops us from truly showing up. She believes gender stereotypes harm everyone and has brought men to the gender conversation via the HeANDShe conferences. Her work on Unconscious Bias has raised awareness of how we are all part of the system that perpetuates harmful stereotypes. As a business consultant and digital change agent, Ruth is a go-to commentator on the evolving technology and business landscape. She is an Advisory Board Member of the Chief Marketing Officer Council Europe, regularly contributing to research and informing market leading industry publications on digital trends and business transformation.

Sam has held senior roles at digital agencies across EMEA and Asia Pacific for over 10 years before founding the business. After many years working in digital, Sarah changed tack completely when a trip to Uganda led her to co-found Y. U Underwear, a social business that is changing the world one pair of pants at a time. They use sustainable manufacturing processes, 'real models' to promote body confidence, and have a 'buy one give one' model to provide underwear to people who don't have it.

In the last year, Sarah has taken Y. Selma Nicholls is CEO and Founder of Looks Like Me, a talent agency that aims to redefine beauty by raising the profile of underrepresented groups in the fashion and advertising world. The name of the agency, Looks Like Me, was inspired by her three year old daughter, Riley-Ann, who questioned her own identity when she saw limited imagery of children that looked like her in the media and asked why.

With a background in creating content, casting and production, Selma designed and developed tailored workshops, editorials and castings that would open the door for black and ethnic minority groups to be more visible by challenging the status quo in the world of brand communications. Shaun heads up The Studio School who are growing digital talent from the age of 14 upwards. Students have an extended school day so they can create digital products, learn 'Agile' and use platforms such as Unity,.

Net and other technologies from a young age. They consult with local agencies to ensure that they are delivering the right skills. Simon is Chief Creative Officer at Isobar and works across the Dentsu Aegis Network portfolio of agencies, to champion the creative use of digital. He is instrumental in the Craft Matters global programme that brings together clients and agencies with the world's leading and most disruptive technology companies, to innovate the way brands are built. His work has been recognised internationally, scooping many awards and is also a regular jury member on numerous award shows.

He is a member of the IPA's Effectiveness Council, championing how creativity is critical to effectiveness in the modern economy. He is also co-founder of CANNT, the world's festival of creativity, which brings creative thinking, action and enjoyment to a wider, more diverse community. As Marketing Manager, Sofia tells Cyber-duck's story and ensures the agency's work and ethos are known throughout he industry. Sofia first joined Cyber-Duck as an intern after graduation from the University of Cambridge, with a background in geography.

She trained herself and rapidly progressed through five roles in less than four years. She is Managing Director of Hallam, a digital marketing agency with more than 50 specialists, and clients including the United Nations, Speedo, and Suzuki. Tim is a passionate advocate for human—centred design, creating mobility experiences that are user—led not engineering—led. The pioneering book Humanising Autonomy, co—authored by Tim which champions ethical, inclusive and human—centred design for autonomous mobility is a first for UX design for autonomous vehicles. Tolu is a socially conscious entrepreneur with the firm belief that great businesses and brands do well when they become more than a means to an end for the consumer, and become brands that invest in people and which in turn people invest in.

He has developed a personal brand that puts him at the forefront of championing equality and opening up opportunities to aspirational people from disadvantaged backgrounds. Since then he has worked with all the major creative agencies in the UK. Driven by his infectious enthusiasm to make the world better, Tom is not just championing the UX industry, he's championing the people who make it. Vicky Brown is a research-driven designer who's passionate about psychology, service design and problem solving.

Despite being only 26, Vicky manages a team of UX Consultants at Nomensa, leading and training the next generation of talent. Vicky is known for the positivity and energy she brings to all projects and challenges. She thrives in collaborative teams, leading researchers, designers, developers and clients to design elegant solutions to real, complex problems. She is an artist, a coder, a games programmer, a CD-rom developer, an interactive TV designer, a website creator, a digital communication machine, an inventor and an ever transforming digital head.

She has proved that science and art, creativity and innovation, and tech and women go together. An IPA Woman of Tomrrow , a Creative Equals board member and a beacon for creative digital women, Victoria works with her own daughters, the kids at her junior school, the young women at university and all the females kicking it in the industry to champion women in digital and shape the future of digital. Will Cookson is on a mission to bring to life digital ideas, products and services that he thinks should exist.

Last year he designed Skyjacker, an augmented-reality iOS game using real-time flight data, because airplane geeks would love it. Previously Will co-founded Believe. He also built Bookindy, a chrome extension that compares local bookshop prices whilst browsing Amazon. This is the motto that Zoltan Vass lives and works by.

His success is based on developing businesses by developing strong relationships — with clients, with suppliers and within his own agency. To get results he breaks down barriers and builds bridges across teams and between them. Attentiveness, curiosity, innovation, transparent communication and collaboration are the cornerstones of his approach. These are the values that make and create lasting relationships. These are the values Zoltan uses to develop businesses — and the people within them.

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Please contact us on The BIMA Awards are a showcase of work that is pushing the limits of what is possible, driving innovation and excellence across the digital industry. Digital Day. Digital Day links industry professionals with schools and colleges across the UK to raise awareness of the fantastic opportunities for young people in digital. We'll soon integrate Digital Day into bima. About Submit Now. Search is coming soon Due to the scale of the our new website not all of our features are currently available to all users. Register for a free membership or activate your full membership to unlock all the benefits of BIMA.

BIMA The full list of BIMA members is published on the evening in hard copy and digital formats. Aishat Ola-Said. Alex Price.

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Founder at 93digital Alex Price is the founder of specialist digital agency 93digital, which he started in his bedroom before dropping out of university to build an award winning agency. Alex Pym. Alexandra Willis. Alexis Scobie. Senior Innovation Strategist at Idea Couture Alexis is quickly becoming a leader in strategic innovation and digital futures, helping organisations, governments and NGOs to reimagine tomorrow. Alison Clark. Alistair Campbell. Andy Kent.

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Anna Rafferty. Antony Mayfield. Antony also serves as the Chair of Lighthouse, an arts and culture agency producing, supporting and presenting new art, film, music, design and games. In the organisation was awarded continued Arts Council England National Portfolio funding, ensuring investment until Ardy Danielewicz. Politely doing what clients ask has never been his style. His approach is lateral, even asymmetric. He asks too many questions. And pushes hard when the answers are weak.

But entrepreneurs like Ardy fundamentally don't fit in the mainstream. They hunt for opportunities at the margins. If opportunity is found at the margins, Ardy proudly sits there. Think of him as a hunter of opportunity, whose digital tools are as disruptive as his questions. Barry Matthews. The SMBP is a volunteer-led charity which brings together over 80 professional services firms, and some of the country's biggest brands, committed to supporting students from low income backgrounds in their pursuit of a career. From a programme of 20 students in London in , Barry has grown the scheme to accommodate over pupils in nine locations around the country.

Ben Wallace. Director at drpdigital Ben is Director of drpdigital, part of creative agency drp. Carl Wong. Carla Raven. Casey Bird. Charles Parkinson. Director at Unity and Motion Charles believes a deeper understanding of human behaviour is essential for the future of the UK creative sector, in order for us to maintain our global position as creative elites. Charlie Fuller. Technical Director at Wolf in Motion Charlie is obsessed with virtual reality.

Chris Barnes. Customer Experience Director at Realise Chris is a pragmatic staightalking northerner heading up the Realise customer experience offering. Chris Scull. Claire McGarry. Claire Scally. Craig Steele. Digital Skills Consultant at Digital Skills Education Craig has run a series of innovative online workshops for young learners that explore cyber security skills in a fun and practical way.

Dan Willis. Danielle Dwyer. Marketing Executive at Redweb Danielle makes up half of Redweb's marketing team, and takes responsibility for internal and external brand activity, as well as events and community initiative involvement.

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Darren Wood. Creative Technology Director at Digitas Darren is currently resident inventor at Digitas - always testing emerging technologies, building prototypes, and constantly leaving them all in wonder of what he'll dream up next. Davor Krvavac. Executive Creative Director at B-Reel Davor has lead the team at B-Reel to punch well above their weight and deliver one of last year's most awarded pieces of work; the Official Gorillaz App. Des Johnson. Global Marketing Director at Castrol When Castrol chose IBM iX to be their digital transformation partner, their goal was to leverage digital to create superior customer experiences.

Dominic Hurst. Ete Davies. Euan Blair. WhiteHat works primarily with year olds who have chosen not to go to university and help them accelerate their careers, delivering a range of apprenticeships designed for the digital age. Gary Pretty. Technology Strategist and Microsoft MVP at Mando Gary has been at the forefront of Mando's journey into using Artificial Intelligence, regularly consulting with FTSE companies to enable them to improve customer experience, by innovating with cutting edge technology such as intelligent chat bots and machine learning.

He speaks at conferences, both locally and internationally, sharing his technical knowledge with peers and helping to open the eyes of business stakeholders to the art of the possible with AI. Giulia Merlo. Gregor Matheson. Design Director at Tayburn Gregor is a firm believer in thoughtful and holistic design executed with beautiful consideration and craft. Helen Reid. Helena Good. Inga Paterson. James Cotton. James Freedman. These communications are touch points which hugely affect the reputation of the brand.

The unexpected touch points of a company are out of their hands but also reliant on the decisions made by customers in regards to their pre purchase, in store and post purchase experiences. It's not only customers but employees that also create unexpected touch points, speaking about their treatment within a company, pay rates and other customers with family or friends EClub News, This all has unexpected consequences to a brand, either positive or negative, that can affect reputation of their product or service.

Much like the unexpected touchpoints, customer-initiated touchpoints are a communication between customer and brand directly, without purchase. Again, these are particularly difficult to control directly yet can be managed effectively and can portray a positive message to customers through actions such as a help desk or suggestions line.

The Brand Touchpoint Wheel displays the various ways in which consumers interact with an organisation's brand, creating higher brand education. Brand touch point segments can be split into pre-purchase, purchase experience and post-purchase experience these all help influence the consumer's purchasing decision. The pre-purchase experience shows the diverse range of interactions the consumer has with the brand and product before they enter the store. This touchpoint interaction is devised to increase brand awareness and increase a consumer's perception and expectation of the brand.

These touchpoints should highlight the brand's features, and benefits over other competing products increasing the brand's value to the consumers. The pre purchase segment in the brand touch point wheel allows the customer to decide if the product or service will fulfil their needs and wants. The benefits of pre purchase touch points are that they engage prospective customers, as well as retaining current customers. During this segment of the buying process people have access to knowledge of the brand, which allows them to see if they will gain from selecting this product or service over another competing brand.

An example of a pre-purchase touchpoint is public relations. Public relations creates positivity around the brand, as well as media influence over prospective customers. Websites and advertising are other pre-purchase touchpoints, which allow customers to engage and learn about products or services.

The purchase experience touchpoints help the consumer shift from considering the brand to actually making a purchase. These interactions include presentation of the store, point of sale, displays and assistance from a sales person. These touchpoints and interactions influence the consumer's purchasing decision and help the consumer feel confident about the product they are purchasing, maximizing the value of the product.

The post-purchase touchpoints are those that appear after the sale has taken place to maximize the experience the consumer has received. This can be achieved through after sales services such as loyalty programs, newsletters and emails to ensure ongoing sales. Consumers who have experienced quality customer service in store are more likely to return for further purchases.

These touchpoints increase brand loyalty, providing long term value between the consumers and the company. Brand touch point segments can be split into pre purchase, purchase experience and post purchase experience. The pre-purchase segment in the brand touch point wheel allows the customer to decide if the product or service will fulfill their needs and wants. The purchase experience is the point in the buying process, which converts the prospective customer into actually buying the product or service if they see the benefits are great enough.

Packaging, in-store sampling and price- value relationship all affect the purchase experience. The customer must feel they have reaped benefits that are greater than the price they have paid for the product or service. The Brand Touch Point Wheel demonstrates that the sales force is a large contributor in this experience, as this will leave the consumer feeling either satisfied or dissatisfied with the purchase process. Khanna, The post purchase experience is the interaction with satisfaction the consumer receives after the sale or service has taken place. This is the stage where the brand and the customer may commence a long-term relationship.

And the buyer can choose to become a part of the brand's community by joining a loyalty program or agreeing to receive promotional emails. The use of loyalty programs and emailing systems are techniques that maximize customer experience even after they have left the store. Beyeler, If the customer is satisfied with the purchase of their product or service, they will most likely be a recurring buyer and will recommend the product or service to their peers.

Longoria S. A consumer's brand experience is based on the interactions they incur with the brand. Their experience can be shaped through both direct and indirect experiences contributing to their overall perception of the brand. Touchpoints create value for consumers and the customer-brand relationship as they come into several contact points with the brand over time. There are three types of brand touchpoints that influence the consumer's brand experience and consideration to purchase. The first is brand owner touchpoints which is any form of brand advertising directly controlled by the company.

The second is retail touchpoints which include retail advertising such as promotions and a range of in-store communications which are also directly controlled by the company. The third is the range of third-party touchpoints which includes word of mouth , peer observation and traditional earned media.

Some third-party touchpoints can be detrimental to the consumer's perception of the brand specifically word of mouth. The negative experience of one customer can create negativity towards the product and influence prospective purchasers turning them against the brand. Touchpoint interactions create benefits for consumers through the two-way communication between the customer and brand.

This communication strengthens the customer-brand relationship, increasing experiential value, brand satisfaction and trust, providing a memorable brand experience for the consumer. Touch points are used in order to persuade as well as engage customers to commit to a specific brand over other competing brands. Brand advertising is advertising by the owner of the brand or the retailer, which will give potential customers information that may persuade them into buying goods and services. In-store communications is a touch point, which includes viewing in store posters, and seeing display goods, it is the communication between seller and buyer in the store environment.

Third party touch points are elements such as word of mouth, which can be, defined as any conversation held in person or online discussing a specific brand. Peer observation is another third party touch point as it is the effect of other customers in the consumption or retail environment. Traditional media is another such as news coverage and editorial information. A study at the University of South Australia conducted by the marketing school, explored the effect of different touch points on brand consideration. The following categories were evaluated; 1. Brand advertisements, 2. In-Store communications 3.

Word of mouth, 4. Peer observation and 5. Traditional media. The highest ranked touchpoint was in-store communications, an example being the display of products in retail outlets, and the communication of information from seller to buyer delivered by a salesperson. In store communication and display of goods led to unplanned purchases in the retail environment. Multi sensory communication from store to customer where a customer can visually see products, smell them, and taste them such as supermarket in store cooking demonstrations.

This creates an opportunity for unplanned purchases. The second ranked touch point was brand advertising and then peer observation. Whether the advertising is endorsement by celebrities or people regarded highly in peer groups. Visually seeing another peer wearing or using a specific product or service can entice a prospective buyer into choosing that same good.

Word of mouth was ranked next; there was more positivity in peer observation as a touch point in comparison however. Ranked last was traditional media, which could be explained by the shift to guerrilla type marketing styles. This is a new way of engaging public customers in a more inexpensive way, while keeping customers encouraged to buy.

The way in which the brand reaches out to the individual is what leaves them with a customer experience in the hopes that they will remember the brand. Customer experience is important in the communication process from seller to buyer as if the product or service is not promoted and people cannot see what they will receive for the transaction of purchasing the good their willingness to buy will decline. Touchpoints allow marketers to deliver brand messages, increase consumer's knowledge of the brand and strengthen the company's customer-brand relationship, while adding value to the brand or product.

When planning marketing touchpoints, marketers focus their attention on creating touchpoints that are most critical in forming and maintaining consumer relationships with the brand. Each company has communication objectives they look to achieve through having effective communication with their consumers through persuasion, influencing the brand voice and personality, creating a positive feeling towards the brand and driving sales.

When a consumer enters a store they intend to convert their pre-existing intentions into purchases. These pre-existing intentions are formed through pre-purchase experience touchpoints. These touchpoints include advertising, promotions, social media , word of mouth among others which allow consumers to interact with the brand before entering the store. However, the store itself also contains in-store communications which have the ability to introduce new brands to the consumer and influence spontaneous purchases.

Of the aforementioned touchpoints the company only has direct control over the brand's advertising, however still has an influence on other touchpoints. Maintaining a diverse range of touchpoints is vital in evolving the consumer's attitudes and behaviours towards the brand. Touchpoint interactions create benefits for the company as they are able to access feedback to monitor customer satisfaction , providing them with customer insights and allowing them to understand and meet the needs of their customers.

They also allow the company to deliver a greater number of brand messages, emphasise promises between the brand and the customer and increase customer involvement with the brand. Traditional brand touchpoints have been utilised for many years such as, ad campaigns , media advertising , promotions and events.

In present day, non-marketing communication touchpoints seem to have a larger influence on consumers and their relationship with the brand, such as word of mouth and social media. Customer-initiated touchpoints are influenced through consumers and their experience with the company, however are not created by the company. Customer-initiated touchpoints can include product use, products purchased as well as visiting a brand's website.

The most influential customer-initiated touchpoint is word of mouth where their experience was shared and may influence other consumer's perceptions towards this brand. Marketing today is more complex than ever as there are so many different ways brands and products can be communicated to consumers.


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Paid touchpoints refer to different forms of advertising that marketers use to deliver their planned messages and communicate to consumers through different paid mediums. Paid touchpoints are traditional forms of media such as television, print, and radio. Using multiple different media platforms to communicate the same message is very effective and reaches a larger target audience. Television advertising is a visual touch point that companies pay for the audience to see almost anywhere, their home, waiting area, malls, and any other place televisions could be available.

This touch point has a very strong effect on the audience that for some it could be equivalent of a salesperson Fill, et al. Television advertisement can be highly captive and adsorbent. It has the advantages of Multi-sensory appeal; sound, music, dialogue, movement, photos, written scripture, product and so on "Television advertising pros and cons" n. These high-impact visuals create a perfect brand image in audience's mind Fill et al.

Television advertisement is excellent paid touch point for mass marketing. It reaches way more audience than newspaper, magazine or radios "Television advertising pros and cons" n. These days, companies can choose a target market segment not only for the specific audience demographically but also geographically; specific local areas. Leigh, n. This is a huge advantage of Television advertisement. But when it comes to disadvantages for this paid touch pint there is long list too.

First of all, it is the most expensive paid touch point a company can choose. It finishes the advertisement budgets of small businesses really quickly "Television advertising pros and cons" n. Initial production cast for the commercial is also very high Fill, et al. It includes paying writers, actors, film industry, advertisement agency and soon "Television advertising pros and cons" n. Second biggest problem with this paid touch point is that it is very short lived. Indeed, some seconds. Multiple studies also show that most audience can't recall the commercials they see on T.

V Fill, et al. This is also because during a commercial break audience are shown heaps of different commercial messages. Regardless of all these disadvantages many big companies, with big budgets, prefer this paid touch point in order to target mass audience "Television advertising pros and cons" n. Another form paid touch-point is print which involves newspaper advertising , magazines, brochures, point of sale , printed material at retail outlets and letterbox drops. Print advertisements can provide detailed information on the product however is in steady decline with the increase in social media.

The magazine is the most specialized paid touch points. It has many advantages compare to other print media, but it could be expensive. Magazines are the paid touch points that offer very high-Quality images, high-gloss, heavy paper, elegant and beautiful photos that really attracts the attention of a reader Ives, High- quality magazine advertisement boosts the favor-ability by consumers Appel, Each magazine targets a specific demographic Russel, n.

By advertising in a sports magazine a company can reach the targeted audience; people who love sports, and can advertise sports related products. In addition to this, magazines are kept for the longest period of time compare to other print media Fill, et al. This is because their expiry dates in expanded by their presence in doctor's clinic, beauty salon and other many waiting area Russel, n.

So, it advertises the brand continuously. Additionally, people pay to get magazines Fill, et al. This increase the chances for them to go through all the pages increasing the chances for the brand encounter. One more advantage of magazine advertisement is that it easily can become a multi-platform advertising channel Fill, et al.

Like; consumers reading the magazine Offline , or consumers reading the magazine online. Online would come under using phones, computers, laptops, tablets and so on to read the magazine on their web page. On the contrary, magazine advertisements do have some disadvantages. For example, magazines are not good for mass advertisement at all Russel, n. Also, there could be many other advertisements on the magazine. This could cause confusion for consumers to choose between the brands. Additionally, whatever magazine a company chooses for advertisement, it would be expensive Russel, n.

Another problem with magazine advertisement is that there is no flexibility with the deadline "The advantages and disadvantages of magazine advertising", Sometimes a company would have to get the campaign ready two to three months before the publications of the magazine Fill, et al. Overall, magazine advertisement could be great for target demographics. Some ways to deals with the disadvantages of magazines advertisements would be to prepare the campaign in well advance so that there would be minimum problems.

Secondly, the company should try to make a very creative and attractive campaign in order to break through the clutter and appeal to a reader Fill, et al. Radio is another paid touch point. Radio advertisement is known as the "theater of minds" as there are no visuals Mateo, n. Good commercials on radio encourage listeners to have a unique picture of the brand Fill, et al. If it is used effectively it makes emotional connection with the listeners Peacock, This could work in the favor of brand in long term. Another, big advantage of radio advertisement is that it is very cheap compare to other paid touch points Ian, n.

A company can reach potential consumers frequently at low cost Fill, etal. Reaching frequently, is very beneficial for emotional connection and thus brand favor-ability Peacock, Just like magazine, Radio advertisement also reaches different demographics for targeting specific audience Fill, et al. Different times of a day are for different kind of demographics, depending on what kind of programs are on, at that time. The most effective time for radio advertisement are the peak traffic hours; as people like to listen to radio when they are stuck in traffic Fill, et al.

Most companies like to have talk-back sessions about their brand. General people discuss on the radio what they think about a brand and where they encountered that brand. This could be a great way for brand awareness as well as brand loyalty. It is particularly excellent for small local businesses Ian, n.

Radio advertising has quite a lot of disadvantages too.

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Just like magazine, Radio is not good for mass marketing, as it focuses on segment of market Fill, et al. Another big problem with this is that; if listeners don't like a particular song and the advertisement was to come in that song; they switch the channel and therefore miss out on advertisement Neha, Furthermore, there is a lot of background noise in radio advertisement; like background music, listeners doing their chores. Ian, n.

Regardless, of these disadvantages many small business use radio advertisement as their paid touch point. There are a number of other aspects of traditional advertising that are also forms of paid touch points. They include brand written promotional clothing, promotional pens, calendars, writing pads and company cars with brand advertising to name a few. The communication objective for advertising is typically for consumers to learn about the brand and the company and be informed about what can be offered to them.

These more traditional forms are slowly declining as everything is online, through the digital platform. Social media and the Internet have produced new technology based communication channels, known as digital platforms. Digital platforms have played a major role in the communication abilities between a company and its consumers. Social media is a fast evolving marketing channel that continues to have a strong influence in our daily lives. It is an effective touchpoint that targets a wide range of people in a cost-effective way.

There is a delicate balance when managing the marketing of a brand through social media to maintain its reputation, i. As consumers are continually engaging with technology, the expectations of a company or brand have been altered. Some marketers view social media as a way of providing promotional messages and offers to potential consumers. However, social media such as Facebook, is envisioned to be a platform connecting friends and colleagues worldwide. Social media is a way for companies to communicate their brand to consumers.

Research shows the most frequently used social media digital touchpoints are Twitter at 96 percent, Facebook at 94 percent and LinkedIn at 83 per cent. All touchpoints on social media have a high level of interaction and communication between the company and the consumer, through the ability to post and respond directly to comments. Ninety-two percent of companies have created a Facebook page, and companies that create multiple posts of both information and promotional material maintain a high interaction with their consumers. Through social media touchpoints the opportunity for a two-way conversation with customers can develop allowing the company to gain customer feedback instantly and monitor customer satisfaction.

This two-way interaction is becoming a co-creative process where consumers are encouraged to relay feedback of their preferences and experiences of a brand for the company's consideration and comparison to improve their existing advertising of that brand. However, if a company is not consistently active on social media this can lead to a high level of customer created content.

This can result in both positive and negative outcomes as social media is great for networking a product but negative comments can turn consumers against a product or brand. All touchpoint are tools brands can influence consumers either directly or indirectly throughout the consumer decision making process. The consumer decision making process can be categorised into three key stages: pre-purchase, purchase and post-purchase. At each of these stages a brand has a number of opportunities to use various strategies with touch points to expose their brand and influence a consumer's behaviour in the decision making process.

This is where consumers first come into contact with a brand and can be either conscious or sub conscious. This is where brands use advertising or marketing and can choose from a variety of different channels to connect with consumers. As the market place becomes increasingly complex and overloaded with various advertising, brands must consider carefully about how they can connect with consumers and how it will be most efficient without getting lost in the hustle of the market place [10].

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At this stage the consumer has decided to purchase the product or service but the consumer decision making process is not complete. Touch points at the purchase stage include: Sales agent or person, store placement, packaging and the point of sale. The consumer wants to easily locate what they are looking for or they could be exposed to a brand and their product or service that they have not thought about before. As the market changes and evolves, brands must maintain a balance in the need to maintain familiar with consumers as well as the need to remain relevant due to constant change.

When redesigning brands must be clear about who they want to attract and also remain consistent with the image they wish to portray. Four steps to guide businesses to implement touch points effectively to have a successful effect in the market. In a fast-changing and evolving market, marketers face the challenge of choosing what touch points to invest in and in what media channels. Research has examined various touch points such as, brand advertising, retailer touch points, word-of-mouth, and traditional earned touch points separately. A more direct focus allows the brand to implement touch points in a better way and gives them a clear focus on what they are trying to achieve and allows them to revisit performance on a regular basis to adapt accordingly.

Research into marketing and advertising has found that brands' touchpoints can connect with people consciously or more often sub-consciously. The use of sensory cues are used in advertising to engage consumers on a sub conscious level. In a complex and over-crowded market place, the consumer decision making process is also becoming more complex. Brands must think in a more innovative way in order to effectively engage and connect with consumers, to remain competitive and stand out from their competitors. A strategy that is becoming more researched and used by marketing teams is the use of sensory cues in advertising and marketing.

There is an increased awareness in the emotional effect of marketing through advertising, branding, product experience and packaging this emotional effect often takes advantage of the non-conscious shopper during the consumer decision making process, manipulating the consumer without them realising.

People use their senses to connect with the world, much like how brands use touch points to connect with consumers. By using sensory characteristics brands are able to connect with consumers in way consumers are unaware of. Brands have sensory characteristics, e. Used effectively a consumer then will associate these senses with a brand and feel a sense of familiarity when these senses are ignited.

Although there are seven elements, the customer can be experiencing more than one at a time, for example: on the phone to the business about the product while browsing the businesses website. This puts the customer experiencing all touch points apart from customer to customer, this shows the importance of ensuring customers experiences with the business are positive throughout every aspect. Atmospheric covers all aspects of when a consumer comes into contact with the store physically or digitally, and will activate any of the consumer's senses, such as: sight, sound, touch, and smell.

As well as having up to date technology it is important for the business to use the technology to their advantage when sending out surveys or questionnaires to their target markets, by using tools such as social media and mobile phone apps it keeps the business evolving with the consumers MacDonald et al.

Communicating and building customer awareness and knowledge of a product or service is often centred on brand communication. Brand communication and the way customers connect with a brand are now in fundamentally new and changing ways, often through social media channels that are beyond businesses control. The communication of brands can be defined as the interactions and exposures that customers can have with the brand called touch points.

Brand touchpoints include deliberate communications generated by the business but also interactions the customer have with the brand throughout their everyday life. According to Fripp, G. These brand touchpoints able to be generated deliberately by the business. Non-brand touch points can also include observations, seeing the brand used by others or prior use of the brand, word-of-mouth, research online and product placement. Today customers communicate and connect with brands by expanding the pool of options before narrowing it and after purchasing remain engaged with the brand, collaborating in the brands development.

Edelma, D, C. Through research, Edelma, D, C. Communication touchpoints within this journey consistently change as the customer's consideration of brands change. As they evaluate their purchase they often reduce their choices, then they evaluate those choices of brand, often expanding their options as they seek input from peers, reviewers, retailers, and competitors. Their own research is more likely to shape their ensuing choices then the marketers push to persuade them. Customers often put off the purchase decision until in store, thus the points of purchase; product placement, packaging, availability, pricing and sales interaction, are evermore powerful touch points.

After purchasing the customer often continues to interact with the product, forming deeper connections through new online touchpoints. Often conducting online research after purchasing the customer, if pleased, will advocate the product or service by word-of—mouth, reviews and so may bond, entering an enjoy-advocate-buy loop that skips the consider and evaluate stages. Referred to as the customer decision journey, business marketers should now work towards targeting these touchpoint stages and create a plan that will make the customer experience coherent and even extend the boundaries of the brand itself.

Spenglar, C analysed that around a third of brand experience is based on personal recommendations, word-of-mouth, editorials, online communities and social media. Revealing that brand experience communication methods are most important and that flexibility and thus change, providing space for creative lateral thinking while developing touchpoints and planning new solutions, are more important than sustainability in today's brand and market management.

Navigation and service look at the accessibility and ease for the consumer to get around the store, both virtual and brick and mortar stores. From when a customer first discovers a product to the time of purchasing it, they will encounter a vast ray of experiences with the product or brand. According to Westernberg, E consumers touch the brand an average of 56 times between inspiration and transaction.

While many of these interactive touchpoints still involve walking by the store front, going online to the website, TV ads or radio, more and more social media touchpoints such as networking communities, blogs, Facebook and instagram are an integral part of the purchase journey. Businesses are now realising they must find ways to differentiate their brands amidst a variety of consumer touchpoints throughout their purchase journey. Westernberg, E states that market leaders are using touchpoints to listen to their customers and are working to develop new services that help them earn ownership of the customer experience.

They use social media to listen, to engage, to offer services and to interact through platforms that enhance the brand and customer experience, to keep them coming back. Traditionally businesses have developed their customer experience touchpoints by communicating their brand and services through channels they control; the shop, the phone, events, their website. Now, however there is a shift towards new touchpoints that are completely independent of the business owner; social net working such as Facebook, blogs, mobile apps, Twitter, instagram, location based services and many more.

The customers derive touchpoint value from the capabilities offered, such as a great website making it easier to find product information, making their life easier or helping to facilitate decision-making. For business owners, value comes from information about customer preferences and the ability to use this knowledge to lock in customers. Today, early adopting consumers will immediately try anything if it looks as though it will improve their lives. The incorporation of Apps with GPS locations that can now display popular restaurants nearby and connect details of products and pricing, also offering consumer opinions and comments, enable consumers to select their destination and products based on brand and customer experience.

The development of new touchpoint opportunities is hugely accelerated by new technology such as, augmented reality AR , near field communications, IPTV and sixth sense technology. The challenge for businesses is to keep up to date, engaged, understand, make choices and respond to the touchpoint opportunities evolving.

Westernberg, E. Richardson, A , states that taking the time to look at touchpoints as a collective whole, would help shape a better customer experience and even point to opportunities to invent new types of touchpoints. It may reveal that some touchpoints are overly reliant on third parties who are not upholding their part of the customer experience. When Apple got fed up with retailers not doing a good enough job in communicating the Mac experience, it opened up its own stores, which is now a key reason why Apple is now able to attract a broader customer base.

To analyse touch points requires multiple parts of a business to work together to improve the customer experience. Although hard to do and often more reflective of the business organisational chart than they are of an ideal experience, accomplishing a measure of integration will enable a customer experience that has competitive durability and customer enthusiasm and loyalty. The interaction between employees and customers can be said to be another important touchpoint.

This is because, during such an interaction, there is a need for employees to create a sense of trust between themselves and the customers. Employees of all brands can adopt Robert B. Cialdini's principles of persuasion in order to create a bond between themselves and the customers that may result in the customer's decision to purchase.

Cialdini states that there are 6 principles of persuasion when it comes to the consumer's decision making process: Reciprocation, commitment and consistency, social proof, liking, authority and scarcity. The interaction between employees and customers as a touchpoint is vital in the sense that employees have the opportunity to get to know their customers and be able to grasp what is important to them as a consumer of their brand.

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Once such a distinction can be made, the customer will have a sense of belonging to the brand or rather, trust of the brand and as a result, a purchase decision will be made. Employee customer touchpoints offer employees the opportunity to listen and better understand their customer's needs and wants. This presents the following opportunities for the employee; firstly they will know what the consumer is going to look for and be the first to offer it to him or her.

Secondly is the opportunity to increase the importance of the brand by making life better and easier for the consumer. By enabling the customer to interact with the business experience through social networking, they allow their customer to share their ideas, questions and suggestions. Employees ability to create positive customer interactions, hinges on being able to respond quickly and appropriately to the customers experience.

According to N. Friedman there are seven touch points of communication; telephone, e-mail, voice mail, mail, fax, face-to-face and instant messaging. The touchpoints of each of these interactions need to convey a consistent business voice. The best part about communicating through telephone is the ability to hear the tone of voice, having the ability to have effective and positive interactions. Standards around emailing processes need to be established within a business frame-work to avoid miss-communication, they need to be kept up to date, attended to, be well mannered and convey the voice of the business.

Voice mail also uses tone of voice and needs to be to the point, ask a question and get an answer. Instant messaging is a method of communication that is growing in use and appeal but again awareness around its best use, communication delivery and interpretation is vital. Richardson, A defines the importance of the touchpoints behind employee and customer interaction, as the ability of businesses to speak to customers with the same tone, the same message and even the same words to communicate consistently and effectively.

Businesses need to asks and address the questions; are the touch points addressing customer motivation, answering questions, working for your target market, meeting their needs, differentiating from their competitors and helping to retain the customer. However, there are two factors that influence the consumer's actual decision to purchase. During the pre-purchase stage of a consumer's decision making process, the consumer searches for information about a certain product from a variety of brands.

An effective touchpoint during this search for information is experiences from other consumers of a brand whether it be from family and friends, or even reviews online via internet search or social media. Internet searches, whether the consumer is conscious of it or not , are indirect interactions between customers that ultimately define and determine a consumer's purchase decision.

In doing so, the family member or friend may advise them to buy the cheaper car out of all available options because it is just as efficient as the expensive car. This then lowers the chance of the consumer choosing the more expensive car. This emphasizes the point that a lot of the consumer's decision making can be based on experiences other consumers have had with certain brands, creating this crucial touchpoint of customer to customer interaction. When customers start interacting with a product, it gives them tangible evidence about the good and whether it meets the perceived value, from the pre-purchase stage.

Businesses should also ensure that they have a large assortment of the goods available, in-store or otherwise, this can means have a large range of sizes for clothing, and a large number of each size, or even having an item in differing colours to give the customers options Cassia et al. In developing a product businesses should do more than identify needed features. It should also design for experiences, after observing how customers interact with the product and service, why they use them and analyse how existing products might be frustrating them.

Meyer, C. Although businesses know a lot about their customers buying habits, they know little about the thoughts, emotions and states of mind that customers interaction with products induce. Kaplan, A. He identifies there are seven different ways product packaging can be used to create positive touchpoint experiences. Human touch; used to create deeper relationships with the customer, by connecting with customer's interests and aspirations. Spiritual touch; used to connect with different areas of customer life style, heritage and culture. Physical touch; meaning the actual physical sensation packaging can provide.

Personal touch; where customers are able to interact and contribute to their own personalised designs. Ritual touch; where the packaging lends itself to a customer's unique experience and use. Mental touch; the state of mind people bring, influenced by environment, trends and life style. Finally, grounding touch; where customers want to believe in something that is real, so the product needs to be honest and authentic, where it tells a story in a very honest and well-designed way.

Return on Investment -oriented management aims to augment and optimize the effect and cost-benefit ratio of internal and external processes. As of [update] a single communication channel seldom provides high-impact reach to all target-persons. This includes customer relationship management , buying and selling channels, distribution , service, internal and external communication , human resource management , and process-optimisation programmes.

The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace
The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace
The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace
The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace
The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace
The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace
The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace

Related The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace



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