A Brand is More Than a Logo – It’s a Promise Fulfilled
A Brand is More Than a Logo : It’s a Promise Fulfilled details the need for club operators to establish a unique and compelling brand promise if they want to gain a competitive advantage in the marketplace. The DVD begins with a discussion concerning a club’s value proposition and how important it is to have a uniquely differentiated value proposition in the current competitive club landscape. The DVD also explains what it takes to move from a value proposition to a brand promise and what the essential components of brand promise are. The DVD concludes with insights on how club operators can bring their brand promise to life on a daily basis.
Among the topics covered: A brand’s value proposition; The importance of a brand’s value proposition; Differentiating your brand; Establishing a unique value proposition; The brand promise; Brand architecture; How to change your value proposition; The importance of storytellers; Tenants of a brand promise.
Creating a Differentiated Brand Promise and Value Proposition
Creating a Differentiated Brand Promise and Value Proposition discusses what a brand promise is and points out how important it is to health/fitness clubs, given the competitive environment in which they exist. The DVD also points out what it takes for clubs to create a powerful brand promise, as well as details how facilities can execute on it. In addition, the DVD explains why the underlying premise of a brand promise is to create a compelling and relevant value proposition.
Among the topics covered: A brand is not a thing, it’s a promise; Can your brand promise and value proposition be breached?; Does your brand promise stand out?; A promise is the heart of your brand’s strategy; A brand promise defines your integrity; A brand promise must fulfill the consumer’s most relevant and valued needs; A brand promise must create emotional connections; A brand promise is built on a value proposition that is unique and compelling; The promise of creating a compelling and relevant value proposition.
Fostering Member Apostles and Advocate – Cultivating – Club Environment That Engenders Member Loyalty and Advocacy
Fostering Member Apostles and Advocates—Cultivating a Club Environment That Engenders Member Loyalty and Advocacy points out how important the member experience is in health/fitness clubs and discusses the impact of creating loyal members. The DVD recommends a framework for better understanding loyalty and advocacy—measure collectively defined as the “member value equation.” The DVD also explains how a member’s experience in the club leads to loyalty and advocacy, as well as details how clubs can measure both factors. Furthermore, the DVD looks at how clubs can prioritize and leverage the drivers of both factors.
Among the topics covered:
What does loyalty and advocacy look like?; Defining the member value equation; The member experience relationship; The experience creates loyalty and advocacy; Prioritizing & leveraging the drivers; Getting to member loyalty and advocacy; Member loyalty and advocacy concluding insights.
The Forgotten Element of the Member Loyalty Equation – Employees
The Forgotten Element of the Member Loyalty Equation: Employees explores the unique link between the employee experience and club member loyalty. Initially, the DVD provides an overview of the service profit chain, a concept first introduced in the 1990s, which establishes the link between the employee experience and the resulting member experience. Next, the DVD discusses the importance of creating an internal culture that fosters an empowered and happy work force, which is the secret sauce to generating member loyalty and advocacy. Finally, the DVD details five things every organization can do create a compelling and empowering internal culture that will drive business profitability.
Among the topics covered: The service profit chain: “member loyalty chain;” It begins and ends with your culture; Five key metrics for employee loyalty; Ten key drivers of employee loyalty; Understanding the employee experience; The building blocks of a great culture.