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  • Brand Value

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    Eric Brody
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    Eric Brody discusses how consumers will continue seeking superior value from brands even after the pandemic. He outlines seven ways for brands to break ties and create new value: 1) A great brand experience that builds trust and loyalty, 2) Offering tried and true comforting products, 3) Tying the brand to a social cause, 4) Allowing consumers to track their progress with the brand, 5) Engaging consumers in brand communities, 6) Providing high value for small investments, and 7) Allowing for personal expression through the brand.

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    Eric Brody discusses how consumers will continue seeking superior value from brands even after the pandemic. He outlines seven ways for brands to break ties and create new value: 1) A great brand experience that builds trust and loyalty, 2) Offering tried and true comforting products, 3) Tying the brand to a social cause, 4) Allowing consumers to track their progress with the brand, 5) Engaging consumers in brand communities, 6) Providing high value for small investments, and 7) Allowing for personal expression through the brand.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    106 views11 pages

    Brand Value

    Uploaded by

    Eric Brody
    Eric Brody discusses how consumers will continue seeking superior value from brands even after the pandemic. He outlines seven ways for brands to break ties and create new value: 1) A great brand experience that builds trust and loyalty, 2) Offering tried and true comforting products, 3) Tying the brand to a social cause, 4) Allowing consumers to track their progress with the brand, 5) Engaging consumers in brand communities, 6) Providing high value for small investments, and 7) Allowing for personal expression through the brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 11

    Eric Brody, Trajectory President

    Things will get better. But consumers wont forget. And they wont change how they now shop and choose their brands. Theyll continue to seek out the extras that will break the ties and deliver what they perceive to be superior value.

    Here are seven ways to break those ties.

    1. A Great Brand Experience, which inspires


    trust, builds loyalty and promotes word-of-mouth

    2. Tried & True Comforte.g. the authentic


    foods and household products that we grew up with and that remind us of safety, warmth and joy.

    3. Tying To A Cause, e.g. purchasing a


    product to support a cause I care about.

    4. Reinforcement, e.g. through the brand, I


    can track my progress.

    5. Community, where consumers actively


    participate in co-creating brand value.

    6. Small Investment, Big Dividend, e.g.


    with Prius, I get more miles to the gallon, and Im doing good for the planet.

    7. Personalized Expression e.g. where


    the brand serves as a blank canvas for personal expression

    Seven ways to create new brand value: 1. Great Brand Experience 2. Tried & True Comfort 3. Tying To A Cause 4. Reinforcement 5. Community 6. Small Investment, Big Dividend 7. Personalized Expression

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