Module Two Notes
Clock Model #
All the touchpoints a consumer has with a brand
advertising
next day shipping
return policy
Before buying something
Must develop awareness, have intent
Examples of Pre-Purchase Branding #
- Advertising
- Trade Shows
- Events
- Sponsorships
- Social Media
- PR
Examples of Purchase Branding #
- Distribution
- Packaging
- Store Design
- User Reviews
- UGC
- Financing
- Gap with their beautiful stores
- Starbucks - Italian coffee shop
Examples of Post-Purchase Branding #
- Customer Service
- Loyalty programs
- Warranties
-FedEx package tracking
-Hyundai 7 year warranty
Impossible to invest at all three
Best firms pick one and outsource the other Two
Hard part of advertising is not what to do, but what not to do
[[Case Study 2 - Ledger]]
Three Hurdles Framework #
- Differentiation - stands out vs other similar things
- Relevance - Does anyone care
- Sustainability - Can we keep it going
Customer - relevance
competitors - differentiation
self - sustainability
Expensive to differentiate
Create sustainability with research and patents
- Comes from early leadership
- ex who struggle bed in box companies
- ex who good Amazon, HBo
Provide framework for evaluation
- operator how do I differentiate
- investor what kind of investment in research is manager making
- self think about sustainability
[[Case Study - Telegram]]
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