“Bright Day” — The Trust in a brand, Iconic Moves insight
For our company it was very important to reach a group of trustworthy collaborators in order to achieve the spectacular results we have managed until today. Also, it was significant to us, becoming one of the most reliable companies in order to keep our costumers satisfied and so our reputation would gain a greater recognition.
The key to our goal was transforming and differentiating our company from the others and following step by step rules for a trustworthy and reliable brand, such as clarity. Internally, clarity about the brand stands for its values, positioning and proposition. Also considers target audiences, customer insights, and drivers. Commitment to the brand, and a belief in its importance. The extent to which the brand receives support in terms of time and influence. Responsiveness: Bright Day’s ability to constantly evolve the brand and business in response to market changes, challenges and opportunities. And finally, governance: The degree to which the organization has the required skills and an operating model for the brand that enables effective and efficient deployment of the brand strategy.
On the other hand, there were significant external factors that enabled our costumers to have faith in us and our doings. Those were authenticity, soundly based on an internal truth and capability. It has a defined story and a well-grounded value set. It can deliver against the expectations that customers have of it. Relevance,meaning the fit with customer needs, desires and decision criteria across all relevant demographics and geographies. Differentiated proposition and brand experience. Presence, on a degree which a brand feels omnipresent and is talked about positively by consumers, customers and opinion forms in both traditional and social media. Consistency in success, deeply understanding, active participation, and a strong sense of identification with the brand.
Iconic Moves are the steps a company should make in order to differentiate herself from the crowd!
The term “Iconic Moves” is used because it refers to moves, actions that ripple across the markets. They are considered iconic because they help change perceptions, choice and behaviors towards a brand.
5 Steps to reach the Iconic Moves potential
•Contemns change
•Sense of weak signals
•Seeking alignment
•Broaden the options
•Follow through
They force credible commitments to change. The way that they require commitments is similar to game’s strategy but they are not just announcements , they have an imposing character.
They shift costumer’s expectations. These moves alter the costumer’s usual habits and tend to create some new ones.
They create a Temporary Monopoly. This move helps the brand to dominate in the market at the right time.
