Patrick Graf - Flughafen Zürich
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Patrick Graf Sr. Vice President Commercial Zurich Airport Technology, social media and the new consumer BRANDS & DIALOGUE «The future of consumer & brand connection»
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Transcript of Patrick Graf - Flughafen Zürich
Patrick GrafSr. Vice President CommercialZurich Airport
Technology, social media and the new consumer
BRANDS & DIALOGUE
«The future of consumer & brand connection»
PORSCHE 918 SPYDER – LIMITED EDITION (918 UNITS)Mid – engined plug-in hyprid super sports car – 887 horespower. Top speed 340k/mh (210 mph), 0-100 2,6 sek, 874’000 USD starting price
What brands can learn from their customers
What brands can learn from their customers
Why do people buy brand names?
• Brands provide confidence in experience
• Brands create difference
• Brands provide safety
• Brands add value
• Brands express who we are and our way of lifestyle
• Brands give consumers a reason to share
Why do people buy brand names?
«It’s about emotional connections that people can
make with a brand and how it makes you feel»
What creates «emotional connections»
The Brand’s Storry
Your story isn’t just what you tell people it’s also what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings and interpretations, which means that part of your story
isn’t even told by you
Your story is the foundation of your brand and a strategy for future growth.
Development
• Accelerating changes in buying patterns and consumer behaviour following advances in communications technology
• Greater emphasis on concepts like «Brand Experience» • Increasing demand on «Client & Consumer Connection»• Responding to such needs requires new concepts and formats
Are Airports becoming «Brand Showcases» ?
TRADITIONAL CAR SELLING CONCEPT Direct- or Wholesale. Hard Selling. Facts – no Emotions Emotional connection with the Brand started before entering the Store
INTERSECT BY LEXUS – CONCEPT HOUSE TOKYODesign. Fashion. Art. Music. Technology. A hub in the city curated by LEXUS for interactions between new ideas, lifestyles, culture and people.
The Circle
THE CIRCLE @ ZURICH AIRPORT Brands. Health. Education. Culture. Entertainment. Hotels. Conventions. A future and lifestyle oriented service hub at the Airport curated by ZRH.A place where companies & brands connect with their clients & consumers
INTERSECT BY LEXUS – CONCEPT HOUSE TOKYODesign. Fashion. Art. Music. Technology. A hub in the city curated by LEXUS for interactions between new ideas, lifestyles, culture and people.
The CircleBALLY SHOE MUSEUM SCHOENENWERD SWITZERLANDFirst shoe on the moon 1969
The CircleBRANDS & DIALOGUE @ The CIRCLE The most future oriented platform for companies & brands to interact with clients & consumers and to build brand connection
CARA DELVINGNE – TAGHeuer BRAND AMBASSADORBritish Super Model, Actress & IT Girl – 19.2 million followers on social media
