How brands create meaning in customers’ lives
The first question many clients ask us is, ‘how well is my brand doing?’. This is often closely followed by, ‘what’s my brand’s valuation?’. At Lippincott we believe that the most successful, most enduring brands create meaning in their customers’ lives – so to answer these questions, we wanted to provide creative leaders with the critical insight to build more meaningful relationships with their customers.
There are many methodologies in the market, our aim is to provide something actionable, directive and future focused to inform what to message and how to innovate. Ultimately, practical ways to drive immediate business impact.
Why is it that Southwest Airlines has similar operational performance to its mainline peers but six times fewer complaints? Why is it that many will drive past their local supermarket to shop at Trader Joes? Why is it that Millennials would rather use Venmo than stop at a nearby ATM? For those customers, these are ‘Go-to’ brands. The small selection of brands that each individual curates and will consistently choose above all others.
Go-to brands are defined as those that both audiences love (the strength of Connection) and that help them do things that they couldn’t meaningfully do before (the degree of Progress that they enable). Our methodology is underpinned by the seminal work of Paul Ekman, an eminent psychologist and the Jobs to be Done (JTBD) philosophy pioneered by Clay Christensen and Lippincott’s Taddy Hall.
To create a diagnostic tool that can break down what exactly makes a brand a Go-to brand, Lippincott developed Brand Aperture®.
This new approach answers three fundamental questions:
How does my brand perform today with customers and prospects?
- The strength of Connection, without which you lack loyalty
- The degree of Progress being delivered, without which you invite disruption
- The financial benefit from improving performance on both dimensions
What underpins this performance and how can I improve?
- What it takes to create connection through relating to who someone is, reflecting their ambitions and working magically
- What it takes to deliver progress through functional, emotional, social and societal dimensions
- Describing the emotional profile that a brand triggers and where along the customer journey the greatest opportunity for intervention exists
What is needed to position for the future?
- Measurement of short-term brand momentum
- Recognition for the capabilities and permissions required to deliver on the needs identified in our Customer of the Future Sense Perspective
The Brand Aperture® database has hundreds brands and growing, from over 50,000 respondent brand profiles spanning the US, UK, France and China. We can diagnose where your brand stands today, how it compares versus others and more importantly where to focus to build a Go-to brand that creates meaning in your customers’ lives.