Designing Purposeful Brand Experiences
Monday, November 6, 2017 - 1:25 PM - 2:25 PM
The experiences your customers have with your brand has the greatest impact on brand health, reputation, and loyalty. In our socially connected digital world, the voice of the customer is now amplified and magnified unlike ever before, requiring every business to consistently deliver an exceptional customer experience. This increased social connectivity has also led to increased social consciousness, resulting in greater demands and expectations from brands. Aside from quality products and services, brands must also be values-based, purpose-driven, and engage in a socially conscious way to acquire and retain both customers and employees. How well you emotionally engage your customers, align with their values, and exceed their expectations, will ultimately determine the health, reputation, and loyalty of your brand. This session will explore methods that empower practitioners to design and deliver purposeful brand experiences that increase loyalty and retention, while maximizing customer value.
Key Takeaways:
1. How can you consistently deliver your brand promise through a competitively differentiated customer experience?
2. What is the emotional customer journey and how do we engage customers to cultivate high value brand relationships that increase loyalty?
3. How can you design purposeful brand experiences that improves brand reputation, increases customer value, and drives business performance and sustainability?
Jason Burnham, Principal, Communications & Design, Innovation Lead, Strativity
Jason Burnham thinks systemically about the impact business has on society. He has dedicated his career to helping his clients deliver triple bottom-line (economic, social, and environmental) results. Burnham’s professional purpose is to improve how businesses operate and innovate towards creating a better tomorrow. He believes that by empowering businesses to satisfy the collective needs of their stakeholders in a socially responsible way, businesses can become culture designers for a sustainable future.
Burnham has spent nearly the past twenty years as a digital communications strategist and management consultant to hundreds of NGOs, B2B and B2C brands, agencies, media publishers, and technology providers. In 1998 Burnham co-founded Ad Age Top 25, digital marketing agency, Mass Transit Interactive, Inc., which was acquired in 2005 by Horizon Media, Inc.
In 2006, Burnham launched his brand strategy and behavioral design firm, Burnham Marketing, LLC, providing marketing strategy, organizational development, leadership training, stakeholder engagement, and impact measurement services. In 2010, Burnham Marketing, LLC entered into a joint venture with MindTime, Inc. to introduce new psychometric methodologies into the fields of qualitative/quantitative research, organizational design and persona development.
Since 2012, Burnham has donated his time as a social innovation strategist and global leadership development advisor to the United Nations, as well as created innovative approaches to support cultural transformation and behavior change initiatives. In 2013, Burnham Marketing launched their brand culture development practice to help purpose-driven brands integrate human-centered design practices into the communications supply chain and workflow. In 2015, customer experience management firm, Strativity Group, acquired Burnham Marketing. Burnham now serves as the firm’s Principal of Innovation, Communications & Design.
Burnham has been honored with B2B Magazine's "Best and Brightest Media Strategist" award and OMMA Magazine's "Media Planning and Buying Award". Burnham is a contributing writer for iMedia Connection and has held positions on the board of directors for the New York Interactive Ad Club, 212, client advisory board for Google Doubleclick, advisory board for iMedia, and the Association for Downloadable Media. Burnham is a leadership coach, corporate trainer, and public speaker for leading industry conferences and events (i.e. Sustainable Brands, Insight Innovation Exchange, iMedia, DigiDay, OMMA, AdTech, Sustainatopia). Most recently, Burnham has completed the course Complex Physical, Biological, and Social Systems through the New England Complex Systems Institute at M.I.T.