Category Archives: sexy brands

Creating Purchase Desire by Means of Alluring Product and Package Design

by James D. Roumeliotis with contribution by Thomas C. Mylonas (Creative Entrepreneur & CEO of Dot Kite Design-Branding)

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

Fancy Food Packaging Design

Packaging for renowned chef Enrique Olvera by Ponxo Design (Mexico/Spain)

Beauty and design in all things is artistic, engaging, stimulating and creates a sense of comfort. It’s also a very personal thing. Creativity is beauty in art form. It starts from nothing, utilizes mind exploitation, imagination then something awe inspiring is produced which stimulates the mind and senses. Apple comes to mind, first and foremost as it has successfully created not merely electronic entertainment consumer merchandise, but products of desire which are visually appealing, user friendly and ergonomically designed through a minimalistic approach. Tesla Motors has not only created an environmentally friendly car but taken the mundane automobile to greater heights in design, functionality and gratification with the driving experience.

Done well, minimalism is highly nuanced and widely engaging as it’s a catalytic blend of functional essence and aesthetic elegance. Equally impressive in the design aspect was putting plenty of thought into getting its packaging right. The shape, details and texture of each package is just perfect and a unique work of art in its own right. It is quite evident that Apple and Tesla, amongst others, went above and beyond to get the overall product experience above and beyond customer expectations.

Innovation perception

What is design? In the simplest form, it is creating an aesthetically appealing and functional solution to a problem. Innovation has the same concept without necessarily having the creative appeal. Problems that design and innovation resolve vary from a product or service that functions poorly to not having enough market share. In that case, you innovate and design a new solution. Design and innovation are related at another level. If your company is designed in the right way, then it will stimulate innovation. This can be done by designing your processes so that:

  • Employees have the time to work on their own projects;
  • People are motivated to generate new ideas;
  • Others outside of the company can contribute (outsourcing);
  • You have time to listen to new ideas;
  • Experimentation and risks may be taken.

Investing time and money into new ideas may be the most difficult barrier to generating tangible solutions that can be executed. This is because most companies are averse to taking risks, especially large companies. However, once the processes in a company are designed so that new ideas can be followed up on, more ideas will follow.

Even though design is not so easily categorized, there are two main types of innovation; radical and incremental. One can also say that a new design is radical or incremental. An incremental innovation is basically an adjustment to an existing product or process while a radical innovation shakes up the entire product or process so that you will have something distinctive.

You cannot say that one form of innovation is better than another. It all depends on the market and how you communicate your new design. So, will a new design or innovation have a positive impact on your bottom line? No one will know from beforehand, but the most innovative and design conscious companies are doing well, even during an economic downturn.

Clever design significantly increases sales and improves brand performance

There are many ways of seeing the value of design. For instance, you can measure sales and relative value as an output of changes in design. Design can also improve your standing amongst rivals and give you a competitive advantage. The Design Council published a report where facts and statistics concerning the value of design are highlighted. One interesting statistic is that design conscious businesses can expect a return on their internal design investments as high as 125%. That’s quite an impressive return compared to other types of investments made in a business.

What may be obvious is that if you have high quality design, you do not need to compete with your competitors on price. If you design your product and/or service well, then customers will enjoy what you have to offer and continue to be loyal to your company – even if the price is higher than the nearest competitor. That’s because you offer something unique and of a higher standard/value.

If you would like to increase your market share, then being a design savvy business is a wise option. Businesses that did so increased their market share by 6.3% through design. This could be due to several factors, such as those mentioned above concerning the increased value of the product or the notion that you will set yourself apart from the competition.

Furthermore, companies that grow rapidly are almost six times more likely to see design as an integral part of their business compared to those companies that remained static. The effects of design are hard to see, but these hard facts prove the value of design.

Cutting into consumer indecision amongst the competition

When you head to the grocery store to pick up a product such as cereal, do you purchase the same one each and every time or, like many consumers, are you comparing and contemplating about which one to grab?

When presented with a large range of choices to fulfill a need, it is in human nature to become confused, thus the inability to quickly make a choice. When we spend too much time comparing the plethora of options we are presented with, the functional differences between each of them soon become blurry. Once the functional differences lose importance, the peripheral aspects take precedence. This means that whichever product’s ad, spokesperson, or packaging color stands out favorably in our minds will most likely influence our product purchase.

What does this signify for those responsible for branding and communications for such low-involvement products? The peripheral aspects must stand out for products in categories where the number of substitutes is vast enough to cause customer confusion close to the point of purchase. Axe, a brand of male grooming products owned by the British-Dutch company Unilever is a good example of this. Their marketing messages are well known and hold a great amount of recall. They are likely to be quite popular in the deodorant and body spray isle where men are faced with more brands than they can count. The functional superiority or inferiority takes a back seat in such a situation.

Those factors differ for high-involvement goods, such as in cars, watches and so on, where the customer is not likely to make a grab-and-go purchase. In these cases, functionality, brand values and associations begin to play a key role.

Product Industrial Design

Form and function

Product designers work on new products with two aspects in mind: functionality and aesthetics. Through their work, designers connect the industry with consumers by translating a concept into something that adds extra value to consumers.

A competent design team should have an excellent understanding of people, culture, and societies. This knowledge is applied to its deep knowledge about design and includes, but is not limited to:

– Materials
– Components
– Production techniques
– Practical experience
– Financial insight

In this way, products are developed that not only have an appealing design and bring out emotion, but are also practical and of high quality. The products will have the right combination of feel, detailing and ease of usage. Pricing will then determine the value equation. Here are sample ingenious packaging designs in the consumer goods sector http://bit.ly/1clAHSN.

Creative packaging leads to increased sales

Packaging is as important as product itself. The main objective of packaging design is attracting a buyer’s attention to the product. Along with making the product look amazing, it should prompt and influence the customer into buying the actual product as looks do matter. No matter how good the product is, if the packaging is dull and inferior looking it may compromise sales of its contents. Consequently, modern, creative and clever packaging design plays a major role in inspiring and selling any product. Packaging design should include labeling which expresses and communicates key information to the end-user such as benefits, product information, usage directions and perhaps a story.

Some consumer product companies are using a more educated market approach. For instance, to stand-out on the crowded supermarket shelves they introduce art in the printing of their packages and/or labels inviting the consumer to reach-out for the product to learn more about it.

A case in point, after more than two decades in the limelight, California’s Kenwood Vineyards‘ highly-acclaimed Artist Series Cabernet Sauvignon reigns as a premier marriage of fine art and fine wine. The combination of the fine art of wine-making with the work of contemporary artists creates an elegant, easily identifiable package, while promoting beautiful artwork at the same time. Other brilliantly designed wine bottles can be viewed at this link: http://bzfd.it/1AubMIH

Saddlers Creek Naked Wines minimalist design

Saddlers Creek Naked Wines minimalist design

Food and water product branding via brilliant packaging

Taking bottled water to a whole different level for uniqueness and attractiveness requires broad imagination and creativity if one is to turn an essential daily commodity to a product with a premium or luxury cache. The most common approaches to differentiating water that the marketing professionals apply are:

  • Fancy bottle and label packaging – shape/color/functionality
  • Source and story telling
  • Health qualities – promote fitness
  • Flavor enhancements – better tasting than plain drinking water
  • Ways to drink – creating a certain lifestyle
  • Adding unusual and compact/practical sizes
  • Limited price offers or bundling with other products
  • Solid and extensive distribution channel with retailers and institutional clients
  • Sponsorships for additional exposure and significant opportunities for distinct marketing

Here are several eye catching designs – some of which you may mistaken for premium vodka http://bit.ly/1HwA01J.

How about branding water and putting the world’s most expensive price tag on it predominantly by visual appeal and perception? That’s just what its founder and president, Kevin G. Boyd, did for Bling H2O which he labels it as “luxury” and charges about $44 per bottle. He has accomplished this through a clever marketing strategy such as:

– focusing on distribution of limited editions;

– creating a fancy glass water bottle to add cachet;

– conveying a glamorous story with his marketing messages;

– has celebrities sipping his water and as a result, gaining massive publicity.

Bling H20 bottle design (Image processed by Code Carvings Piczard)

Bling H20 bottle design
(Image processed by Code Carvings Piczard)

If that weren’t enough, Kevin Boyd introduced the Dubai Collection’s “The Ten Thousand” with a price tag of $2,600 per bottle. This item has over 10,000 hand applied Swarovski Crystals with each bottle custom made to order, numbered and comes with a pair of white handling gloves and an attractive case. There appears to be a market for it – albeit a very small one.

In food packaging, unique examples of standout and alluring packaging design with storytelling can be found with the following products:

Stylish yet environmentally friendly

With the rise of consumer protests and a heightened concern for the environment, many modern companies are responding these days by making every effort to produce both “green” products and packaging that is biodegradable or, at the least, recyclable. This includes the reduction of the size of its packaging and demonstrates eco-friendliness which can bolster their image and attract additional new clients – especially those who are environmentally sensitive.

“While eco-friendly packaging is a recent phenomenon, it is already a large and rapidly growing trend,” observes Susan Selke, Ph.D., acting and associate director of the School of Packaging at Michigan State University, East Lansing.

Some of the companies with well-publicized use of sustainable product materials and packaging are Nike, Starbucks, Estee Lauder, Unilever, Dell and Hewlett-Packard to name a few.

The way forward in product and packaging design

The approach to creativity is the way an artist might stand before a new canvas, on which a beautiful painting can be crafted. Staffs who work in a creative environment should be given plenty of leeway to utilize their full potential – the freedom to flourish. Not doing so limits their artistic talent and deprives the company from taking a leap at the competition.

By having a good understanding about materials, production techniques and manufacturers, striking designs can be created that assure loyal partnerships between consumers and manufacturers. This saves marketing costs in the short term and creates more stability in the long term.

The primary goal of packaging design is to entice customers’ attention. For this purpose, package designs cannot simply inform the customers, but also provoke feelings and communicate emotions. An effective packaging looks attractive, impresses with its creativity and not simply appealing to have on the shelf. As a result, it stands out in an increasingly competitive marketplace.

Design for Customers not Brands Quote

Product and packaging design should also clearly communicate a company’s brand identity. As such, the brand team should be asking: What is our product? What is its unique selling proposition (USP)? Who is our primary target client? What is our company’s mission and vision? Accordingly, the product and packaging design ought to be consistent with the brand identity, as they will help determine the size, shape, colors and materials used with the product and packaging.

Amongst other impressive statistics, stocks of design-led firms outperformed the FTSE 100 by 200%! That should be compelling enough to make product designs consumer appealing, along with practicality and quality built-in to them, precedence. If a manufacturer is to create and produce new products, as well as re-design/revitalize existing ones, why not put some creativeness into it, like industrial designer Philippe Starck, who turns mundane items into objects of desire or Apple who took personal electronic devices to an extraordinary level. It is the “wow” factor accompanied by emotionality in branding.

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

___________________________________________________

Request your TWO FREE chapters of this popular book with no obligation.

Leave a comment

Filed under 1, brand refresh, brands with sex appeal, catering to picly clients, package design, product design, sexy brands, total customer experience

Brand Refresh: Re-branding Through a Meaningful Transformation

By James D. Roumeliotis

Rebrand Image

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

 When a brand reaches a stalemate, management is to blame for neglecting constant evolving market trends, competitive pressures and ignoring customer feedback. If sales turnout to be lackluster for several quarters, it may be time to consider a re-branding strategy and implementation. Investing and continuously reinvesting in a brand’s nuance will earn and retain consumer loyalty. However, it is not adequate to merely change the look of the logo through an image makeover. The promise it conveys must be delivered each and every time – irrespective if selling a product or service. The advice offered herein concerns a fatigued brand and its product(s). As for a damaged brand, due to a company crisis, it is a subject on its own not reviewed in this article.

Complacency breeds mediocrity

In business, as with any other endeavor, progress is an ongoing process. Nothing should be taken for granted. Undoubtedly, the most profitable and enduring companies achieve their longevity and lengthy track record of success by constantly reinventing themselves. Once a brand is launched, it requires constant nurturing if it is to remain relevant, as well as customer engaged. This includes seeing opportunities and acting upon them in a timely and focused manner. Moreover, being aware of making adjustments according to ever changing trends in the marketplace, as well as through customer feedback, is paramount. The tools in a company’s chest is marketing research which uncovers needed information for a thorough understanding of its target market including perceptions its customers have for the brand. As a result, its knowledge will be updated with regards to consumer preferences and expectations. Following this, a short-term and mid-term approach should be implemented.

Customer centric vs product centric

Consumers today are more brand conscience, yet there are companies which continue to spend money advertising and selling product rather than brand. They place emphasis on price and quality as differentiators despite these two being overused by many copycats. Successful brands take a holistic approach to selling by exploiting the 5 senses which now constitute the brand. This is accomplished via “sensory/sensorial branding”, through a captivating designed setting, yet alluring. This adds character and invites clients to truly feel the brand experience.

Building and sustaining a brand necessitates continuous enhancements by means of innovation and customer centricity. The marketplace is also evolving and the consumer is more savvy, thanks to the internet. Add to that competitive and price pressures. In addition, there is a massive shift in purchasing behavior of the younger target groups most notably the Millennials, who unlike their parents, are very particular in their tastes and purchasing habits. This is due in part to an expanding world of choices and options for just about everything they ever need or want. Thus, new market realities should be contemplated when re-establishing a brand.

Branding in essence is the heart and soul of the business. It sets a business’s products and/or services apart from the competition. This is particularly true in certain sectors where price is the only differentiator, though competing merely on price is a dead end game as your product falls into a commoditized category. The only firms which can win at this game are those in high volumes and low margins. Needless to say, it is much better to target a niche market, especially in the premium category, where there is less competition and margins are higher.

Examples of brands which overhauled their brand to a higher level, reflect on the following:

Hyundai: From dull automobiles and inferior quality they transformed to developing striking designs, improved quality and sold at attractive prices. Taking their brand one step further, they added a halo effect by creating a premium category, in Genesis and Equus, to rival the well-established and pricier German competitors such as Mercedes, BMW and Audi models.

Apple: This strong brand began as a premium personal computer company with its first product, the Lisa, in the early 1980s. Much later, it introduced new and sought after categories in consumer electronics including the renowned iPhone. Fast forward to today, by hiring two former luxury domain senior executives and with the introduction of the Apple Watch, including an 18-Karat gold version (named Edition), the brand appears to be implementing a luxury strategy. Since perception and brand image is important in luxury distribution, Apple is considering opening separate stand-alone watch boutiques.

IBM: This brand went from computer manufacturing to IT consulting services. The company had to make a painful choice: innovate or die. It made the bold decision to abandon the core of its business model – selling low-margin personal computers, supercomputers and other computer hardware to a completely new focus – providing IT expertise and computing services to businesses. The business model revamp paid off. A few years in and IBM had acquired a significant number of companies in the IT services sector to dominate it with high margins.

To revamp a brand, consider carrying-out the following enhancements with purpose:

  • Add an element of sensuality and desire: Read article
  • Enhanced, appealing and easily recognizable identity: The logo, communication style, color scheme and any other visual elements of the company. Perception by its target market is key. Brand identity (company created and how it wants to be perceived) and brand image (what the consumers actually perceive) should be in sync.
  • Improved product and service: It is not simply adequate to reinvigorate a brand without refining the company’s products and services which should also make a positive difference. Read article
  • Compelling USP: The unique selling proposition should be meaningful and convincing if it is to be convey differentiation for the brand along with its products and services.
  • Storytelling: Brands build relationships by the stories they tell. Stories add personality to products which customers can better relate to and feel affinity with. For example, luxury brands boast their pedigree.
  • Lifestyle brand: Generally speaking, brands that are designed for a lifestyle should have a much higher emotional value to consumers than ones based on features like cost or benefits alone. Read article
  • Prestige or premium category: Move away from a commoditized product to a prestige and premium category if you want to differentiate as well as charge a premium price which in turn improve margins. Doing so should justify the “prestige” and “premium” labels through high-quality workmanship and materials along with benefits which trump its competitors. Adding a story behind it increases justifies the price increase. The brand may also be considered “mass luxury” or “masstige” (“prestige for the masses” and defined as “premium but attainable” by the masses.). Lacoste apparel is a fitting example.
  • Social media and PR savvy: Engaging with your target audience – this is conducted through social media and requesting Simply put, engaged customers help you build your business.
  • Make it fun and effortless to do business with you: Make each touch point a pleasant and graceful experience. Hire for attitude and train for high standard of customer services including thorough product knowledge and a no pressure consultative selling approach. Read article

To add to the above, it is imperative to include a management team and subordinates who buy into, as well as apply the above-mentioned elements.

Rebranding Image 2

Image is perception – repositioning time

A brand should be sensitive to its image and equally mindful about what its perceived strengths and weaknesses are as compared to its competition. A SWOT analysis helps uncover these.

There are a good number of factors to recognize in regards to what can erode a brand. According to The Blake Project’s Brand Strategy Insider newsletter, an article entitled “60 Signs Your Brand is Dying”, it describes: “What kills a brand, more often than not, is what it lacks rather than what it does: conviction; energy; value; humility; cash; discipline; imagination; focus…” along with a list of 60 reasons a brand is dying. We witness this with the downfall of the Blackberry brand of smartphones. The executives at the company were so arrogant, that they did not initially see yet later ignored the disruption Apple and the now ubiquitous Android platform would bring to the smartphone market. As a result of Blackberry’s lack of a long-term strategy to outmanoeuvre its competitors, it hastily introduced new products which still left the brand two steps behind Apple and Google with its licensed Android.

The takeaway

The brand is the personality, as well as an (intangible) asset of the business since it possesses equity which in turn is its value and goodwill from a consumer perspective. The more valuable it is, the more can be charged for the product and/or service. The foundation of the brand is/are its product(s) and/or service(s), followed by the total customer experience ‒ which includes customer service. Thus, building and nurturing a brand is what makes an enterprise gather wind under its wings.

A brand ought to undergo rejuvenation and in some cases, a fundamental change if it is to be relevant with its intended audience. To do so requires a systematic understanding of its typical customer profile, its wants, desires and the changing marketplace. This is done through a market analysis – the results of which will be taken in consideration for a new/updated and creative strategy with efficient implementation. If the brand has become stale, which is usually revealed through a steady decline in sales and discouraging customer feedback, it is a strong indication that its products and/or sales ought to be improved and re-launched.

In the end, can you frankly answer the following?

– What do you aspire your brand to stand and be relevant in the mind of your target market?

– What is your unique selling proposition?

– What is your raison d’etre? (Watch this immensely popular TED video by Simon Sinek)

– Are you admired?

– What are you doing to align your goals, objectives and to remain a compelling brand in your market?

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

___________________________________________________

Request your TWO FREE chapters of this popular book with no obligation.

Leave a comment

Filed under 1, brand refresh, Branding, Business, Marketing, re-branding, rebranding, sensuous brands, sexy brands

Exploring the Luxury British Automotive Total Customer Experience: Part 2 ‒ Jaguar Cars

Jaguar Lifestyle Image

Viewpoint by James D. Roumeliotis and Petrona J. Joseph

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

In part 1 of this 4 part series, the Aston Martin automotive brand was the star focus. In this part, the spotlight is on the customer expectations with the British luxury automaker Jaguar Motors. For over 90 years, this high-status marque has pushed the boundaries of what was once considered impossible in the automotive industry.

Sir William Lyons – founder of Jaguar Motors, combined performance and beauty in the designs and manufacturing of the ‘Jag’. A feat unprecedented of his time, his uncompromising vision set new benchmarks which is still followed by the manufacturer until today. Despite a tumultuous period during the Ford Motor Company ownership, its present owner (the Tata industrial conglomerate based in India) has invigorated a new model lineup together with a bold marketing strategy through a substantial cash infusion. It also acquired, from Ford, the Land Rover luxury SUV brand.

With the big news of Jaguar’s upcoming justDrive™ ‒ an industry-leading app technology that integrates multiple smartphone apps into a single, voice-activated in-car experience; it is now a leading contender amongst its competitors.

Jaguar Interior

The Jaguar driver profile

The Jaguar customer is typically a refined man or woman – for the most part, a university graduate with a dynamic presence, and status symbol visible. Moreover, the Jaguar driver can be classified on some levels to the “blue temperament” – which is an analytical, prudent, detail-oriented and precise personality. In serving a Jaguar customer, one must not sway into personal details on the onset. In addition, the sales consultants have been trained to not ask many open-ended questions but rather ask close-ended questions and listen attentively. I also suggest note-taking, because the majority of Jaguar drivers (most in Executive positions) do not like to repeat themselves. By taking notes, one demonstrates the prospective Jaguar owner that you are unconsciously like them by mirroring their behavior.

Following is an outline on how authorized Jaguar dealers respond to customers – from Sales to Service.

Initial Sales Consultation

– Greeted promptly by the receptionist

– The sales consultant must greet the potential Jaguar consumer with the appropriate handshake (particularly the dominant handshake)

– Ask close-ended questions to ensure need and quality prospect.

– Initiate test drive

– Review objectives & listen to this customer clearly while note-taking

– Warning- there is a fine line between explain the benefits to this customer versus being aggressive in your approach. Allow this customer time to review the advantages of owning a Jaguar.

– An overnight test drive is quite rare, however during the test drive, outline the benefits of the drive and the technology.

Sales Process

Allow the appropriate time for this customer to choose options, colors and technology combinations. At this point, once trust and careful attention has been established- then proceed with open-ended questions.

Delivery

– Short and succinct (keeping in mind that this customer is discerning and either a professional practitioner, executive or a successful entrepreneur who may have to return to the office for an important meeting.

– The customer should be shown the basic functionality of his or her new Jaguar

– The customer should be asked to reschedule a one hour detailed information session at his/her place and time of convenience.

Jaguar Convertible

The automobile which reflects a luxury lifestyle

Premium and luxury car owners seek the total package with the car brand they choose to be loyal to as they would when checking in to a luxury resort. They seek more than just a vehicle they can enjoy from point A to B. In practice, its owner might use this automobile to commute to work, but this is not sole incentive. Jaguar is clearly a brand with authenticity and heritage. The principals shaping the consumer’s buyer behavior go beyond intention. There is a sense of engagement in fulfilling a dream. It can be to make a social status statement or a personal style choice. Whatever it is, it is not an unconscious choice. The codifiers are clear: This is who I am, and what I believe in. Ultimately, it can also articulate the owners’ sense of self-worth and their emotional aspirations. The most important emotional benefit is that a product of this caliber and class expresses itself when the consumer can declare: “It suits my lifestyle.”

Discreet and unconventional selling approach

Jaguar in North America is testing, in several major cities in the U.S., a novel way it presents new vehicles by showing appreciation to its most loyal customers, which it labels as “super-loyalists” by hosting elaborate receptions in their homes. In turn, the “super-loyalists” invite friends and associates who may be interested, and can afford, one of Jaguar’s elegant models. This idea takes away the perception of any high pressure sales normally associated with auto sales at dealerships.

Jaguar Classic Car

Dealers of prestigious auto brands as custodians of heritage

A luxury dealership’s ultimate goal is to make an entire ownership experience a pleasure ‒ let alone a Jaguar. They strive to build relationships, which is why so many of their clients remain loyal. A luxury dealership serves as a guardian for the rich heritage of their prestigious brands thus make certain to continue their legacy.

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

______________________

Request your TWO FREE chapters of this popular book with no obligation.

EntrepreneurialEssentials - FrontCover Final

Inquire about our 30 minute free consultation

Google

Leave a comment

Filed under Branding, Business, catering to picly clients, customer experience, customer service, discerning clients, discriminating clients, Luxury, luxury storytelling, selling luxury, sexy brands, super luxury cars

Exploring the “Super Luxury” British Automotive Total Customer Experience: Part 1 ‒ The Aston Martin

Aston Martin Prestige Image

Viewpoint by James D. Roumeliotis and Petrona J. Joseph

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

When we encounter the word “luxury”, images of: seamlessness, awe, the rarity factor, cache, opulence, aristocracy, supreme workmanship, stellar service and reverence come to mind, amongst others

Now, close your eyes for a moment. What images come to mind when you consider mention of the following vehicles: Aston Martin, Jaguar, Bentley and Range Rover? That’s what we will be analyzing in this four part series of the luxury British automotive icons and the above average expectations of consumers seeking such extravagant motor vehicles.

What qualifies the authors to give such commentary? Having worked and served — most notably with prestigious brands such as Gucci, Aston Martin, Jaguar, Bentley and Range Rover, as well as with mega yachts and coupled with extensive research and consultations in this domain –, both can accurately define the exceptional treatment tendered to a HNWI (High Net Worth Individual) luxury seeking discerning consumer. Brands which qualify to serve this exclusive market provide attention to detail, a plethora of product knowledge/competence, and discretion along with an implementation of an anticipated flawless post-sale/follow-up policy.

Price aside, a luxury car brand should embody cache, exclusivity, pedigree, craftsmanship and limited production. R.L. Polk and Company, a global automotive information and marketing firm that provides solutions to automotive and related industries, has re-defined the term with the appellation, “super luxury”, ‒ i.e. cars that cost over $100K. This category includes brands such as Rolls Royce, Bentley, Maserati as well as the Aston Martin being featured here.

Aston Martin Showroom

Aston Martin: License to thrill

We begin with the initial luxury automotive brand in this four part series: Aston Martin. This high valued motor car producer brings images of James Bond, a ladies gent, British heritage, sophisticated technology, sex appeal, speed, agility and soul.

Considering the above persona, the makeup of a typical Aston Martin customer.is a male (no gender discrimination intended), in his late 30’s early 40’s, handsome, successful, possibly with an attractive spouse (or if single, a striking companion), possesses a deep knowledge of refined luxury, knows what he wants virtually at any price level, and enjoys adventure, as well as thrives at constant new challenges.

Initial impressions and consultative sales process

When a prospective owner, or existing customer of an Aston Martin walks into any impressive looking Aston Martin showroom, the total experience should normally result as follows:

– To be greeted initially by the attractive receptionist/hostess (brand ambassadors) by the owner or General Manager of the dealership;

– Introduce the prospective client to an Aston Martin specialist;

– Offer a hot or cold fine beverage;

– Be given a tour of the impressive premises;

– Exhibit the various models and a test drive initiated during which time rapport is being built;

– Offer of an overnight test drive to create the feel and experience of the automobile and its performance characteristics;

– Thank and greet the prospect by the dealership owner or GM upon returning the vehicle followed by the sales specialist;

– Customer’s contact information should be entered into the dealer database (CRM);

– If a sale is initiated – the sales process should ensue. However, if a sale does not occur, effort should be exerted in a discreet and pragmatic manner (consider “consultative” selling) to close the sale. Statistics show that 60% of car purchases have been consummated on the spot when they received what they considered was an excellent presentation and demonstration. Either way, a follow-up is imperative within 24 hours.

Sale & delivery

– An appointment should be set for delivery;

– Upon arrival to pick-up the vehicle, customer should be congratulated by owner and/or GM;

– Explanation of vehicle model should be thorough along with a post-sale follow-up the following day;

– Customer should be offered a token appreciation for his/her business. This can be in the form of champagne from a strategic partnership for example, Moët & Chandon and/or an additional gift in good taste.

Aston Martin Showroom Lounge

Exceeding customer expectations for the discerning client-driver

To succeed in gratifying the seemingly sophisticated client, a high-end organization should develop a comprehensive strategy along with efficient implementation tactics. These include:
– Having a clear and unique value proposition that hooks them;
– Consider exploiting the five senses to attract and retain them – categorized as “ambiance”/”sensorial” marketing and branding;
– Staff must be customer centric, patient, empathetic, and good listeners – remaining calm under duress during client interactions;
– Employee retention – hiring for attitude and training for skills;
– Utilizing a hands-on approach;
– Probing clients’ specific needs/requirements – recognizing their motivations – reading their body language;;
– Earning their trust and respect by exuding confidence, empathy and transparency;
– Offering a personal touch – individualized attention with customized solutions – It’s all about the customer;
– Being frank and transparent with pricing, offers, proposals and promotions;
– Proposing an expansive product selection and service options;
– Outstanding and consistent levels of customer service throughout the organization;
– Reducing or eliminating waiting times – whether on the phone (reservations, customer service etc.), as well as for service or an appointment at the physical location;
– Offering customer loyalty programs through joint collaborations with other luxury purveyors – a great way to make them feel special by receiving something extra;
– Asking for feedback with regards to service and product experiences for ways to improve those experiences. Discerning clientele are typically strongly opinionated and relish giving their views.
– Implementing the latest technology with all touch points.

The Aston Martin automotive brand with its power, beauty, soul and heritage as its tagline delivers to a specific and limited market segment by giving way to its consumer target to acquire their models they associate with a “luxurious and sporty lifestyle.” The brand is essentially a status symbol.

Brand loyalty is about building an emotional, and in some cases, irrational, attachment in a product. “Total customer experience” is not an option but rather compulsory as part of an alluring brand. It takes savvy planning, execution and perpetual refinements to stand above the crowd. It’s how you get noticed and remain relevant. Luxury brand desirability is driven by standout design, craftsmanship, as well as what is felt.

A typical Aston Martin showroom portrays a super luxury car brand able to offer a “wow” factor to its intended customers with an unconventional retail experience which exploits the five senses. This includes a showroom floor with ideal lighting, the various models well positioned/presented, impeccably dressed/groomed staff, and an upscale lounge ‒ overall, presenting sight, sound, smell, touch sensorial experiences and creating a feeling of lavishness. Some will go as far as offer art exhibitions on the premises, five star dining events and wine tasting to name a few. It’s what its type of clientele crave.

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

_____________________________________________________________________________

Request your TWO FREE chapters of this popular book with no obligation.

EntrepreneurialEssentials - FrontCover Final

Inquire about our 30 minute free consultation

Google

2 Comments

Filed under beauty and function, Branding, brands with sex appeal, Business, catering to picly clients, customer experience, customer service, discerning clients, discriminating clients, Luxury, luxury storytelling, Marketing, retail luxury interior design, selling luxury, sexy brands, sexy marketing, sexy products, super luxury cars, what is luxury

Maestros of Ambiance: The Art of the Hotel & Food Establishment Experience — in visuals

by James D. Roumeliotis

 Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

Leave a comment

Filed under Branding, brands with sex appeal, Business, catering to picly clients, customer experience, customer service, discriminating clients, guest experience, hotel guest experience, Luxury, luxury storytelling, Marketing, sensuous brands, sexy brands, sexy marketing, stimulating brands

Branding Essentials for Small Enterprises

Viewpoint by James D. Roumeliotis

Small Business Branding

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

Entrepreneurs may possess an abundance of passion for their small enterprise, but when it comes to promotion, value proposition, and building a brand their enthusiasm wanes. Building and nurturing a brand is what makes an enterprise gather wind under its wings.

No matter how small your venture may be, branding is essential. Branding is more than sticking a logo on a letterhead or business card.

Branding is the DNA of what you sell or do. Considering clients want to bond with a brand, you owe it to yourself to generate a story line. Buying today is so much more than a question of need. It is a question of relationship.

It is a given fact that a small enterprise will not have the budget or resources to implement a high powered show, outsource to an award winning agency or hire a PR/Marketing team to handle the ins and outs of this side of the business. However, what you do have or should have is creativity, innovative thinking, a sound understanding of your market, sweat equity and chutzpah.

Getting to grips with the differentials

The terms marketing and branding are often used interchangeably. This is a mistake in understanding. They are in fact two different concepts and should be understood as such.

Marketing is defined by the Chartered Institute of Marketing (CIM) as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

Marketing provides strategic support to the sales function, by locating and nurturing qualified leads in order to reduce the cost of sale and shorten the sales cycle. To accomplish this, marketers use a variety of techniques, such as advertising, market research, and logo design.

The American Marketing Association (AMA) defines a brand as:
“A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

A brand is a promise of something that will be delivered by a business. This promise comes in a form of quality, an experience and a certain expectation in the mind of the consumer. Any viable small business must embrace branding, have a clear sense of identity and value proposition. Many start-ups typically make a cardinal mistake by thinking that they are just selling products or services. The organization of the firm may be sound, but a strong grounding in branding will make your venture a pure success story.

Branding in essence is the heart and soul of your venture. It sets your products or services apart from the competition. This is particularly true in certain sectors where price is the only differentiator. Competing just on price is a dead end game. The only firms who can win at this deal in high volumes and low margins. Small businesses cannot compete here. Service and experience therefore, should be added to the column of differentiators.

For example, local or neighborhood businesses which sell products with a reputable identity and favorable customer perception will invariably sell more and can command a better prices. Take the case of La Vie Claire in France. The franchise model has made these shops institutions in targeted neighborhoods. Most products are branded with the name of the store. Other brands are small or unknown. Sales at individual point of sales hinge on the service and advice of the resident manager. Given the price points of organic food, cosmetics, vitamins, mineral supplements clients seek a value added proposition to shop here on a regular basis. The key component is reliability, friendliness, and good products, which are fresh.

What is Branding - Green Board

Consider the following keys:

1) Begin by defining your brand
Their is a small mens clothing boutique in the ninth arrondissement in Paris. The name is Husbands. It is off a main shopping street, but you would need a reference to know it exists. The brand ID is classic English tailoring ready-to-wear with a rock ‘n roll attitude. Fabrics are top notch and there are subtle detailing common to bespoke. Prices are moderate. However, if you are a new comer to the store, the first question you would ask yourself is: What is the unique selling proposition?

The owner of this store, will be happy to oblige you by talking to you about his passion and why the clothes are good value for money. However, is Husbands a brand? To the client, the answer is no. The story line of the brand and the store should be clear without an explanation.

2) Positioning
What do you want your brand to represent? Examine text book examples of brands that work. Don’t copy. Just learn the lessons and apply them to your brand in the making. A good case here is Hackett. When Jeremy Hackett first started out on the wrong end of the Kings Road, he understood that his brand had to embody something. In his case it was the essential British kit. Everything about the original concept captured the elegance of British tailoring without copying Savile Row. The store was old school for a new generation. The moment the press talked about his venture, the shop was off to the races.

The concept of Hackett was clearly defined from the beginning. Everything and I mean every detail was bonded into the brand and the DNA was solid and clear in any client who visited the premises.

3) Visual Identity
Neglect this point at your own risk. Color, lighting, furnishings, logo, bags, and so forth must speak with one unified voice. If the voice is mixed or unclear, your brand is dead in the water. Online presence must support the bricks and mortar entity. If you just sell online, fine. Just make sure their is one storyline, coherent, defining, and engaging. If it is, clients will act as ombudsmen. If it isn’t, you won’t make a single sale.

Take the case of Atelier de l’Armee based in Amsterdam. The strength of the brand ID is workwear, vintage, military. The concept revolves around craftsmanship with a contemporary voice of high quality and style.

4) Articulate your messaging
Ensure coherent communications online and offline. Three brands come to mind worthy of your attention: Ralph Lauren, Dolce & Gabbana, and DKNY. Each of these brands encapsulates a unique and distinctive vision. The products become the props to their fantasy worlds. The message delivery is always on target because they have been thought through with precision. Which ever value proposition you entertain, you must admit that the ID is engaging and speaks with its clients as valued partners not at them.

Advertising, events, sponsorships, promotions, direct marketing, customer relationship management are only the tools of the trade. The right messaging spearheads each component in a contiguous manner, which everyone finds engaging and wants to be part of. Does your brand accomplish this? If not, better go back to the story board.

5) Obsession
Often I have this discussion with colleagues and clients. It is about generating an obsession. Almost sounds like a perfume brand. Successfully generating obsession is the best sort of brand loyalty. Clients are enchanted and as mentioned before on this blog constitute a magic kingdom.

A year ago, Entrepreneur magazine had published an article by author Paula Andruss titled “The Secrets of 7 Successful Brands.” In it, she wrote that regardless how long ago those brands were launched, they all share one thing in common: They have figured out how to work their way into customers’ hearts, minds and wallets. Companies include online eye-wear retailer Warby Parker, TED and Pinterest, amongst others.

Funny Law Firm Name

Branding for the private/professional practice

To develop a following requires a brand, and it doesn’t matter if you are a doctor, dentist, an accountant, or an attorney. All self-employed professionals should include it on their wish list. Your personal “brand” is what comes to mind when your “clients” are deciding whether to see you for the first or not.

Your credentials have much to do with your image in the consumer’s mind, so does your office ambiance and the courtesy (or lack of) offered the minute your staff greet the patient/client at the front desk. You may also be the doctor with bad breath or architect who is frequently late for appointments.

When branding your own private practice, you have the ability to carefully create a brand position that will appeal to your market and make your profession more successful through broader, or in some cases, very specific appeal. However, brand development requires time, energy, as well as a reasonable budget.

Personal brand positioning is the activity of creating an identity with a distinctive value in the target customer’s mind. For instance, when we think of an accomplished defense attorney, the first ones that spring to mind are those who have a reputation for having a high rate of litigation success – or cardiologists who are identified as utterly competent in curing most heart diseases and extending their patients’ life span. Essentially that is the position they occupy in your mind whenever you think of them.

Putting it all together

Branding significantly increases the overall value of brand equity. It’s proven that the brand value is ten times more than the physical assets of the company. It is more like investing in goodwill and this is priceless.

For a certain small businesses, the notion of marketing and branding remains unfamiliar territory. New business school grads however should approach this subject with eyes wide open. You can be a small fashion brand, boutique or even restaurant. Just examine the original Dean & Deluca, the gourmet food emporium, when it was located on Prince Street in SoHo, New York. The concept and vibe was pure branding genius.

Whatever path you choose, choose wisely. Create a brand with purpose. Give your audience a value proposition. Make them want to be part of your success story. Align your goals with an experience and the clients will come in droves.

Bonding with your audience also requires that you monitor the client’s behavior and the brand’s online reputation. Reputations can be fostered with either free or pay-for-service online tools such Google Alerts and Reputation.com. It is often advisable to conducting research among both your customers and employees. Timeframes can vary depending on your activity. Classic measurements take place either twice a year or annually.

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

_________________________________

Request your TWO FREE chapters of this popular book with no obligation.

EntrepreneurialEssentials - FrontCover Final

Allow us to develop a sustainable brand for your existing SME/SMB or work on a strategy (with hands-on implementation) for your imminent start-up.

Inquire about our 30 minute free consultation

Google

Leave a comment

Filed under 1, Branding, branding not products, brands with sex appeal, Business, Business success, entrepreneur, entrepreneurship, entrepreneurship success, Marketing, sexy brands, sexy marketing, small business branding, sound branding, sound marketing, starting a business success, stimulating brands