Introducing the Buyer Experience Value Chain™
With highly engineered products and services – our area of specialization – the risks, multiple influencers and built-in complexity of a purchase decision have long constrained the usefulness of several old mental models: “reach and frequency are the primary factors of value in media planning”; “stimulus and response are foundational to human behavior”; and “a person’s intention to buy grows linearly from awareness to interest to desire to action.”
In today’s new buying economy, with its surplus of media and scarcity of engagement, these old mental models have become worse than questionable – they’re counter-productive.
We need a fresh new way to think about how to convert branding into buying.
We’ve been developing an alternative mental model – one that works with complex buying processes and in today’s media environment. Here’s our thinking:
- Each experience in the customer’s buying journey contributes to brand meaning and influences his or her propensity to do business with you.
- Some experiences in this journey are more important buying factors than others. (And understanding which experiences carry the most weight can be a perplexing problem, indeed.)
- All marketing and sales investments can be sorted according to the buying experiences they influence.
- Once investments are organized into this framework – the Buyer Experience Value Chain™ – they become open to a new form of critical analysis, strategic ideation and marketing investment optimization.
When the key brand experiences have been identified and prioritized, the most critical must be redesigned to better fit the needs and desires of the customer – and that’s where the concept of BrandErgonomics® comes in.
If you’d like to leverage our experience and perspective to take your team (and your brand) through this transformative process, we’re here to help.
Contact us today.