how to create a preference for your brand in a specification driven industry

preference for your brand How to create a

in a specification driven industry.

icture in your mind the last aviation

convention you attended. Exhibit halls packed with

all sizes and configuration of displays emblazoned

with logos, large HD screens displaying the latest

product offerings and company representatives

reaching out to attendees that stroll through the

color-coded corridors carpeted like a runway

P

.

hy do companies of all sizes invest in these events?

                                                                                                                                                                                                                     WTo create a preference for their brand!

Some are successful, others not so much.  

he successful ones invest because they know

that taking a strategic approach to creating a

preference for their brand provides for strength,

stability, and growth for their company.

T                                                                                                                                                                                                                      

strong brand is a company asset.                                                                                                                                                                                                                      A

When customers are familiar with your brand, the brand occupies a place in their mind.

Familiarity breeds trust.

Trust leads to brand preference.  

 rand preference provides for:                                                                                                                                                                                                                      B

Larger orders

New customers

Higher price points

The ability to weather the ups and downs of business cycles

ulfstream                                                                                                                                                                                                                      G

Primary growth engine for both earnings and revenue at General Dynamics

Revenues up 14% from fourth quarter 2012

Market leader in large cabin and mid-size business jets.

Revenues up 17% from last year to $8 billion

s Gulfstream just lucky?                                                                                                                                                                                                                      I

No. Gulfstream understood the market need for new long-range, fuel efficient business jets after 5 years of a down market cycle.

 rand preference comes from creating an emotional connection with your customer.

                                                                                                                                                                                                                     BEmotional connection complements product feature and function.

Emotional connection adds value to the brand.

Why is the emotional connection important?

eature/Function benefits are engineering driven.

                                                                                                                                                                                                                     FNew technologies disrupt traditional business models.

Competitive advantage based on technology, engineering or design is fleeting.

Preferred brands offer more than feature, function & price.

referred brands offer memorable experiences.

                                                                                                                                                                                                                     P It may be catering to a personal need – “wireless inflight digital entertainment”

It may be aspirational – “ramp presence”

It makes the emotional connect – “sports car in the sky”

uchasing decisions can be influenced by the emotional connection to the brand.

                                                                                                                                                                                                                     P In the aviation industry, most branded products,

systems, or components have to meet a

specification or certification.

ome manufacturers feel that if the product meets specifications, there is no need for additional marketing.

                                                                                                                                                                                                                     S                                                                                                                                                                                                                      

If that was the case, then many aviation

products would be viewed as a commodity

and the purchasing decision would be

based solely on price.

owever,  leading  avia/on  brands  

understand  the  value  of  the  user  experience  

and  how  a  posi/ve  experience  influences  the  

emo/onal  connec/on  with  the  brand.

                                                                                                                                                                                                                     H                                                                                                                                                                                                                      

referred brands understand what their customers consider valuable.  

                                                                                                                                                                                                                     P Preferred brands take a holistic approach to the customer experience.

They do not view it as an individual pathway that passes from department to department.

nstead, preferred brands know that

the customer journey is a winding path

in which all departments share in the

responsibility for a positive customer

experience.

                                                                                                                                                                                                                     I                                                                                                                                                                                                                      

To learn more about brand preference and how to achieve it, please contact:

Bailey Burk T>> +1 214.953.0494 E>> bailey.burk@wambam.com

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