So this is a basic addaption of a model that I’ve used for varying ways of describing the relationship of Brand, Product and Service to each other, in particular with referenece to B-P-S being used as basic ‘needs’ within a customer lifecycle. I introduced community into the equation and ended wp with this diagram, which is a little flawed, but kinda makes sense. I’m not sure where to go with it next though? So will take along to Laptopdance II tonight – the one in the middle where the hero gets frozen in carbonite and see if we can work out wtf do to next, or at the very least decide wether its a load of old bollocks or not. decklet here ppt 20kb
5 mins later…. Uh that makes no sense on it’s own….
Some definitions:
- Brand: The emotional aspects of the enterprise brand that attract a customer to a particular brand, such as the ‘image’ associated to the product.
- Product: Straightforward information about a product.
- Service: The services a company provides to help a customer buy and own its products.
- Community: As it says on the can, but both managed or owned and independent, of the brand.
An extract from some previous guff:
These three, uh ok, now 4, elements combine to reinforce each other: The brand underpins and promotes a product, and vice versa, while services support the product and help reinforce the brand. When we communicate online, we should always therefore communicate in terms of brand, product and service.
Customers however have varying needs for BPS, and these needs vary as they move through the sales cycle; when they are a ’suspect’, they may be highly influenced by the brand, so communications should be brand heavy. Once they are a new customer, they may be very interested in ’service’ to support their products communications, so communications via the web site should reflect that etc etc etc
I wont go into community because it’s obvious as to the role that also plays. The challenge is that the way I have combined them in the diagram above I think is interesting and makes sense in some context, I just don’t know, as I said, to bin it or evolve it.
Interesting. At first glance, I’d say that your 4-set Venn may not be right. That’s probably not the problem you had, of course. My job, as always, is finding new problems.
This is what a 4-set Venn looks like.
I think the community thing (or rather, the idea of a brand existing in a wider social context) is essential. Look forward to chatting about it tonight!
Ahhh! Ok there is a specific way to draw a four set Venn, that helps. Yes the issue is more about how to use this diagram. Ammended version to follow.