Experiential Brand Development: The CBC Approach
Good job—you’ve found the most important page on the site. The CBC approach to experiential brand development is what makes us who we are. This is what we believe:
Finding, Telling and Proving the Story
We believe building a powerful, experiential brand is built through three steps: Finding the Story, Telling the Story and Proving the Story.
|Download our complete overview of Finding, Telling and Proving the Story.|
Finding the Story
While most marketing focuses on Telling the Story, most companies do not have enough clarity about what their story is in the first place. That’s why Finding the Story is the critical first step—it results in a laser-like level of clarity and focus about what your brand stands for, in 10 words or less. Finding the Story is about introspection, not external market research—we want to find out who you truly are, not what the world wishes you were. Finding the Story is part of CBC’s Strategic Consulting Services.
Telling the Story
Once the story has come into focus with laser-like precision, Telling the Story is about articulating that story with words and images in communication pieces like marketing materials, advertising, websites and internal communications—the duties typically associated with the marketing department. Telling the Story is part of CBC’s Agency Services and Word of Mouth Marketing Services.
Proving the Story
Proving the Story is about demonstrating the ultra-clear story through actions and behaviors…not just with words. This is where the real hard work and the sweat equity comes into play. But while it’s challenging, Proving the Story is also the single thing that separates truly great brands from mediocre and weak brands. Proving the Story is primarily part of CBC’s Strategic Consulting Services.
Strong Brands are Experiential and Multi-Sensory
We believe the strongest brands aren’t just experienced through the eyes—they are experienced using all five senses. How does your brand taste? Smell? Feel? Sound? Look? We advocate that our clients tell and prove their stories using strategies that tap into all five senses to create a complete experience—and build brand equity into all five senses.
Creating Profitable Customer Relationships
We believe profitable customer and member relationships are created when a bank or credit union creates meaningful engagement with customers who are a good fit for the unique brand story of that financial institution. When you do this, your customers are banking with you because they feel you are the best fit for them…not because you happened to be most convenient, or worse yet, cheapest.
Developing good-fit customers is not about increasing the quantity of customers, it’s about:
- increasing products per household by developing deeper, sincere relationships
- increasing loyalty and decreasing attrition
- generating word of mouth referrals
Like the CBC approach? Let’s talk.