Branding study pdf

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Let pictures speak for you, like OH Partners did in this case study. This immediately communicates to website visitors that if they work with OH Partners, their business will be visible everywhere. And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

The page opens with an impactful image of a hundred people facing a single man. Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point.

That turned out to be AguanteElCofler, a Twitter user who has since been suspended. HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes close-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

It closes out with a quote from their client and, most important, the list of furniture products that the hospital purchased from the brand. Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Check in every year and write a new piece. While Asana's case study design looks initially text-heavy, there's good reason — it reads like a creative story, and is told entirely from the customer's perspective. Every once in a while, Asana features a quote from St-Pierre to break up the wall of text and humanize the case study.

The entire case study reads like an in-depth interview, and captivates the reader through creative storytelling. Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerilla marketing efforts and a coast-to-coast roadtrip.

Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U. Personally, I liked Amp Agency's storytelling approach best, which captures viewers' attention start-to-finish simply because it's an intriguing and unique approach to marketing.

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats. Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility?

We would be happy to advise and support you! It greets the user with an eye-catching headline that immediately shows the value of using Textel. Valvoline saw a significant return on investment from using the platform. A video automatically begins playing when you visit the page, and as you scroll, you'll see additional embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge. At the bottom, it says "Find out how we can do something similar for your brand.

Sometimes, simple is key. The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality well, while offering the viewer all the necessary information they need.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview. The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep viewer's attention.

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into details about the challenges the client faced during this time. This case study is structured more like a news article than a traditional case study, and this format can work in more formal industries where decision-makers need to see in-depth information about the case.

Be sure to test different methods and measure engagement. You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points.

Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study.

On the very second page, the case study immediately presents more impactful results. It closes the case study with a link to another product page. Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business as opposed to a competitor.

Editor's note: This post was originally published in August and has been updated for comprehensiveness. Originally published Oct 20, PM, updated October 21 Distribution — The process of getting goods to stores where they are sold. Experience Marketing — create a closer bond between the customer and the brand. Fast Fashion — Contemporary term to describe catwalk trends to store. Gen — X - Generation X the generation born from the early s to mid s Gen — Y - Generation Y the generation born in the s and s House of Brands — Architecture focuses on multiple sub-brands.

Luxury Brand — Premium and high fashion brands. Multi-channel — Interact on various platforms. Omni-channel — Cross channel business model to increase customer experience. Segmentation market segmentation marketing strategy dividing a broad target market Sustainability —create a system that can be supported indefinitely without impact on the environment and social responsibility.

USP - unique selling point a factor that differentiates your product from its competitors. Many in order to become more profitable and satisfy their stakeholders a common misconception mistaking market share for emotional share Morrison, et al , others to grow more sustainably Aaker, DA.

Keller, KL. It is recognised through academic studies that there is a clear relationship between customer satisfaction and financial success Fornell et al Therefore, many of the presentations were formed around how those retailers can maximise their relationship between brand experience, the product and the customer experience, growing existing business and providing a successful relationship for the brand and customer in the future Fornell, Many high street brands endeavour to provide a key customer experience through a brand experience strategy.

Cos as a standalone brand has over stores globally including London, Paris, Tokyo, Hong Kong and New York and a formative on-line presence with 19 on-line markets. Their brand ethos echoes the future of modern customers and retailers, valuing transparency, sustainability, openness and simplicity. Each sub-brand operates independently and obtain separate market share and profits. Figure 1. Across the globe they find extraordinary buildings where they can maintain the traditional elements and details whilst opening up the spaces through modern architecture and design to create gallery-like spaces which act as backdrop to their collections creating the ultimate customer experience in-store Brakus et al Heavily influenced by architecture, art and music and literature, Cos regularly collaborate and curate with art venues such as The Serpentine Gallery and the Guggenheim Museum, they create playlists on Sound Cloud and engage in art, music and literature events creating a sense of community Muniz et al Collections are designed to bridge the gap between luxury and high street fashion, and stories are created every 18 months.

Cos are striving to be the antithesis of trend driven, consumer driven fast fashion. But more significantly the areas in which this report alludes are changes in consumer behaviour and how the brand is managed consistently across all routes to market.

Brand Issue This report looks to outline how Cos can successfully build on their customer equity Brakus et al. This relies on Cos implementing a successful integration of their brand across a number of channels customer omniscience maximising customer data through integrated information technology systems as outlined in the introduction.

Cos aims to provide high levels of brand experience from their modern, functional stores, to the attention to detail with customer service. The Cos Customer The Cos Brand The customer is central to everything we The collections reflect our core values of do timeless, modern, tactile and functional We want our customers to enjoy a high design. Sustainability is an integral part of our Common values inspire contentment, culture.

Our shared values are openness, simplicity, constant improvement, belief in people and cost consciousness. However, Cos puts the emphasis of their brand DNA Shaw, , and the importance of the brand and customer experience as their focus.

The statements sum up the brands ideology of wanting to promote loyalty, a lasting customer experience and an emotional brand connection, similar to the model of emotional and consumer behaviour Brakus, et al.

There has been a noticeable change in fashion retail in relation to consumer behaviour and expectations across pre purchase, purchase and post purchase touch points Figure 3. Services and functions that support the shopping experience including logistics and order fulfilment must be channel agnostic, and deliver a seamless purchasing and delivery experience.

In order to reflect the market changes in the fashion retail sector and use appropriate methods to identify positive and negative impacts on Cos the latter part of this section sums up the issues with a Pestel analysis to analyse and monitor the macro- environmental factors that have had an impact on Cos and previously been discussed in the brand outline, market environment and brand issues.

Of the hi-lighted threats the main two areas in the Pestel Analysis are technology and social. The Pestel reflects the key technological issues which Cos have an opportunity to address through the implementation of digital online and offline business models.

Cos will also need to invest in new ways of distributing fashion and engaging with their customers. Cos has an excellent vertical manufacturing operation but distribution and delivery could be addressed in the future. Looking at the Pestel, Cos is socially weak on integration between social media and e-store.

The report endeavours to investigate the current interactions between brand and customer and the opportunities to build brand personality, brand community, brand trust and brand attachment to maximise the potential of branding and customer experience in order to drive the success and growth of the brand in the future Keller, Kapferer has written widely about the importance of building communications between the identity of a brand and its customer, by identifying the key facets in order to build a relationship on constructive theory and not on a hollow identity Kapferer p.

Menswear, Childrenswear, Lifestyle Salience Figure 2. Cos as a brand is known for providing stylish and affordable fashion for work and key items for the wardrobe which include womenswear, menswear and childrenswear. These are all knowns for the brand Cos and provide the product offer for which the brand is most known and generates customer salience and a brand physique which is robust and clear.

Keller, p. Defined by silhouette and architecture Cos aims itself at an older core customer from the creative industries. Brands are often guilty of neglecting this facet of their brand identity and Cos could do more to promote its sustainability culture in order to enhance an emotional connection with its customers.

Cos already design their collections in-house at the brands head office in London and work on an eighteen-month cycle with deliveries into store on a weekly rather than daily basis.

The Cos customer is excited by new stock in-store and on-line, and would connect with more unique and collectable pieces. And particularly in relation to providing a positive customer experience for consumers when shopping for their brand across multichannels in fashion retail. The following table illustrates the Cos Customer Journey which has a direct influence on customer experience. Some of the key issues outlined in the report stem from the lack of communication across channels for Cos and include opportunities to develop online business models to compliment the bricks and mortar stores, looking at new ways of distributing fashion and engaging with the customer, and communicating with the customer using enhanced social media networking and e-store connectivity.

The Cos customer is aware of the aspirational personality of the brand and they view Cos as a clean, minimal, stylish brand which contributes to their own personality and overall lifestyle.

Cos provides affordable luxury at high street prices and the customer can rely on their intrinsic quality and detail and is prepared to invest in key pieces which the customer can add to their wardrobe and enhance their perception of performance Keller, p. In order to illustrate the key areas for improvement a SWOT provides a synopsis of the areas previously discussed in this section with particular focus on the brand issue of providing a positive customer experience for consumers when shopping for their brand across multichannels and is discussed in greater detail in relation to Part III and evaluating a range of strategic options for the Cos Brand.

This includes opportunities for Cos to develop online business models to compliment the bricks and mortar stores, looking at new ways of distributing fashion and engaging with the customer, and communicating with the customer using enhanced social media networking and e- store connectivity. Innovation opportunities. Planned investment and growth. Implement Omni-channel management systems to provide innovative customer experience and to optimise stock and operational efficiencies.

Delivery options not flexible. Stores not currently used as distribution centres. Figure 2. Now that consumers can have contact with a brand everywhere from mobile sites to social media, the broadcasting model no longer cuts it. In order to deal with an infinitely more complex customer journey, brands need to shift from messaging to brand experience. In this section the report explores alternative strategies looking at the relationship between brand experience and customer experience, the strengths and weaknesses within the Cos brand previously explored through the PESTEL and SWOT analysis and referencing justification for an approach to resolve the key issues going forward.

Assess needs and segment customers Map the Measure journey for and customer develop segments Structure Identify the the desired customer experience touchpoints Design the brand experience Figure 3. How do We Measure It? And Does It Affect Loyalty? Their model looks at sensation, feeling, cognition, and behavioural responses evoked by brand- related stimuli that are part of a brand's design and identity, packaging, communications, and environment.

Brakus et al proved that several dimensions of brand experience positively impact brand loyalty. Most of these responses can be attributed to lack of communication surrounding availability and stock levels across stores and online and unexpected delivery costs.

There is some evidence that Cos core customer browses online and then purchases instore and this is experience studied in relation to activities Chang et al what happens according to where experiences occur online and where they take place instore.

These experiences affect the decision making process based on product judgement, attitudes, preferences, purchase intent and recall Zarantonello et al This is a pre-purchase touchpoint and interactions that drive awareness and differentiation Parkes et al Whereas previous studies had focussed more on productivity and quantity. Cos has a strong visual aesthetic which enhances the customer experience through their architecturally designed store environment.

Proactive customer services and the use of invisible technology would improve how the customer interacts with the brand. This is a post purchase touchpoint, an interaction that builds confidence Parkes et al. COS consumption experience post purchase touch point This is the satisfaction phase or feel good factor after the research and buying phase has been completed the customer leaves a store or receives a parcel and a number of feelings can be experienced in response to this phase Brakus et al By capturing this information, retailers can start to personalise the returns experience and create more value for the consumer and themselves.

In order to provide a greater customer flexibility, the report reflects on the three key customer touchpoints: Firstly, the COS product and brand experience pre-purchase touch point.

Secondly the COS shopping and service experience purchase touch point , there is a lack of customer interaction and engagement at point of purchase which could be addressed through social and community initiatives and the use of invisible technology to improve how the customer interacts with the brand instore and online and to optimise stock and operational efficiencies. If Cos is to succeed in the future, it is clear that they must embrace future technology to bring a clear message and parity across channels to deliver a consistent customer experience.

Figure 4. What are the Solutions? If Cos were to implement the strategy to move from a multichannel to an omnichannel business they would offer customers seamless integration of online and offline sales, improve communication between channels, stock and customer and heighten their overall customer experience and satisfaction levels.

As a recommendation Cos could look to implement a retail management system with industry specific fashion solutions including customer relationship management solutions organisational buy in , the shortlisted suggestions would be: JDA Software Ikea , GS1 UK boohoo. What are the benefits?

The benefits of a technical solution are to bring consistency across the business and would enable a system to support growth and innovation in the future. Successful implementation would bring a much improved customer service experience that is seamless across all channels by ensuring communication across all channels.

Cos would have a greater understanding of its customers and be able to nurture its customers and personalise its responses in reaction to better quality data and analysis. An omnichannel system would give greater insight across operations and manage stock more efficiently and long term stores could look at becoming distribution centres to improve availability and delivery.

And consequently unreliable management and customer information which will impact on the brands equity Aaker, and the overall customer experience. How Cos implements these changes across platforms will impact on the overall brand equity in the future Chan-Olmsted, The global fashion retail landscape is always changing and as retailers seek to integrate and align various channels to provide shoppers with a seamless shopping experience, omnichannel retailing is at different phases in different geographic regions.

The demand for omnichannel retailing is unlikely to slow down, and retailers operating in different regions of the world will need to overcome various challenges to achieve omni-channel proficiency and satisfy their sustainable credentials alongside the desire for their customers purchasing immediacy. If Cos want to remain a future player they will need to fuse the capabilities of their ecommerce site, and bricks-and-mortar stores into one simple shopping experience.

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