It Works for Chanel featuring Chris Gillen

Mad Men was a study in identities – of characters and of brands.Don Draper, played by John Hamm, is a master of fabrications and storytelling.He understands what motivates Americans of the time even if he doesn’t understand himself.The show explores the brand strategy behind some of the most iconic brands and in this scene, he even discusses a still prevalent strategy of driving sales – the coupon.But Rachel Menkin, played by Maggie Siff, wants more for her brand.She wants the kind of emotive loyalty enjoyed by Chanel.It’s the kind of loyalty that buoys sales without transactional loyalty programs.

Chris Gillen, the CEO of A Closer Look, understands that emotive loyalty transcends price schemes and loyalty programs.But long-established brands are failing to connect with younger generations and rapidly changing customer expectations.He joins the show to discuss how brands can (and must) adapt while illustrating the fate of brands that failed to do so.

We discuss:

• The Evolution of Customer Experience Research
• Understanding Emotive Loyalty in the New Consumer
• The Invisible Gap in Brand Perception
• The Impact of Availability on Brand Perception
• The Shift in Consumer Expectations
• The Future of Retail
• The Value of Frontline Workers

Connect with Chris on LinkedIn

A Closer Look

Music courtesy of Big Red Horse