the power of
Break-Out Brands

 

rbb has developed a proprietary data-based brand strategy methodology

that focuses on defining a brand’s truth to its core customer,

declaring it honestly, emotionally and consistently, and delivering impact and loyalty.

We call it BOB: Break-Out Brand approach

that focuses on the power of a brand to

make an emotional connection with your customers

The Break-Out Brand philosophy was initially created as a counterpoint to challenger brand marketing. Today, we say forget the competition, focus on making authentic connections with stakeholders, deliver a better service or product and tell your story honestly.

That means keeping it real, with a real dialogue with customers, employees, vendors, shareholders about how you will deliver for them –  without the BS.

Do that and you’ll make the biggest impact on your bottom line….

and everyone will be happy.

We’ve got data-backed expertise on
“Building Brand Love”

For the last 8 years, rbb has committed to broad research on key indicators and trends in what brand love means, and we’ve seen a lot and are ready to share the insight toward a refreshed approach and renewed marketing action. Below, we invite you to read our Brand Surveys from past years and are pleased to share the 2020 Breakout Brand Survey and then begin the conversation with us.

are you a Breakout Brand?

Download 2020 Breakout Brand Survey Here

We found many marketing leaders and CMOs aren’t happy with the depth of loyalty of their customers.

Repeatedly, we see disconnects in what customers want vs. what brands deliver and here begins the work to close the gap.

This year’s survey of leading Chief Marketing Officers is no different.

Here’s a preview of what we learned:

bridging the gap between your brand and your consumer.

when asked, CMOs and consumers ranked their brand expectations.

CMOs

1. Puts customer first
2. Innovation – new offerings
3. Communicate authentically
4. Responsive
5. Good reputation
6. Good corporate citizen
7. Trust quality and service
8. Shows leadership, takes a stand

why the gap on
trust quality and service?

Today’s consumers have higher expectations of brands they choose.

But if the product or service doesn’t live up to their expectations, no amount of “positive experience” will make up for it.

Consumers

1. Trust quality and service
2. Puts customer first
3. Responsive
4. Communicate authentically
5. Good reputation
6. Innovation – new offerings
7. Good corporate citizenship
8. Shows leadership, takes a stand

As you can see, the gap in what should be first is pretty wide and most curious was the frequency with which we heard this from those surveyed. As an example, when it came to protecting privacy, CMOs were planning on being twice as aggressive with customer data than customers wanted them to be.

bridging the gap between your brand and your consumer.

when asked, CMOs and consumers ranked their brand expectations.

1. Puts customer first
2. Innovation – new offerings
3. Communicate authentically
4. Responsive
5. Good reputation
6. Good corporate citizen
7. Trust quality and service
8. Shows leadership, takes a stand

why the gap on
trust quality and service?

Today’s consumers have higher expectations of brands they choose.

But if the product or service doesn’t live up to their expectations, no amount of “positive experience” will make up for it.

1. Trust quality and service
2. Puts customer first
3. Responsive
4. Communicate authentically
5. Good reputation
6. Innovation – new offerings
7. Good corporate citizenship
8. Shows leadership, takes a stand

why the gap on
trust quality and service?

Today’s consumers have higher expectations of brands they choose.

But if the product or service doesn’t live up to their expectations, no amount of “positive experience” will make up for it.

The data is in:
CMOs know the importance of emotional connections.

 

Our data proves repeatedly that savvy marketers of global blue chip brands were 2X MORE LIKELY to prefer Being Loved vs. Being Profitable.

 

0% CMOS prefer being Profitable
0% CMOS prefer being “Loved”
0% not sure

No surprise. Love talks.
Especially in times like today, authenticity, truth, consistency are the measures that are at the heart of a consumer’s relationship with a brand and that personal emotional loyalty is, not only profitable, but priceless.

Of consumers surveyed, the message is loud and clear:
83% are willing to pay more from a brand that puts them first,
while 20% said they would even pay up to 50% more!

Truth: are you a Break-out Brand?

 

We are proud to share BOB, rbb’s proprietary brand methodology that leverages cutting-edge data-backed insight of how global brands’ fare against customer expectations, and how these learnings can be adapted to actionable solutions.

You’ll have the opportunity to gain a top line measurement of your organization, and also participate in our ongoing customer panels to get detailed results.

It doesn’t matter if your organization is new, old, large or small,
adopting the Break-Out Brand strategy is a proven approach to understand your business better and sure to bring you closer to your customer and your success goals.

In today’s changing and uncertain environment, it will be even more critical to understand customer service expectations, the importance of building an employee culture of empowerment and trends in marketing tools.

Let us share the expertise we know how to make work for you.