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Antwerp, November 3rd 2015
If you’re not a BRAND
you’re a commodity
Thomster Class on Brand Management – November 3rd 2015
Nice to meet you!
Kris VansantenChief Coach
Shermaine MinaConsultant
Stéphanie Duchemin
HC Manager
Bert Van EeckhoudtSenior Consultant
Dennis De CatSenior
Consultant
Inge Van IsraëlJunior Consultant
Frederik SunaertJunior
Consultant
Valerie VosConsultant
Kenneth De MaeyerSenior
Consultant
Sophie Van OrdenManager
Dirk BlondeelSenior
Manager
Chloé GirardJunior
Consultant
Thomster Class on Brand Management – November 3rd 2015
1. Introduction 5’
2. THoM’ster class 60’If you’re not a brand, you’re a commodity
3. Case - group discussion & presentations30’
4. Wrap up 15’
5. Let’s have a drink! …
Welcome to our 1st THoM’ster class!
Thomster Class on Brand Management – November 3rd 2015
The House of Marketing as proud member of the Quanteus Group
Thomster Class on Brand Management – November 3rd 2015 5
Mission statement of The House of Marketing
Thomster Class on Brand Management – November 3rd 2015
Our team projects combine a mix of competences with
varying involvement in function of the
project stage
We work on exciting client projects – in team or individual placement set-up
Our individual placements are supported by the THoM
organizational structure
Tailored mix of:Strategic marketingProject management
Domain expertiseConsultant support
Core team set-upYOU
Counselor &
mentor
All other consultants
Knowledge base of The House of Marketing
Thomster Class on Brand Management – November 3rd 2015
No two assignments are the same at The House of Marketing
Elise is working as anOnline Content Manager for a leading automotive brand
Thomas is working as a Project Leader
for a media company
Lise is working as aJunior Project Managerfor a FMCG brand
Laetitia is working as aCash Management Marketerfor a leading bank
Inge is working as aConsultant on
brand positioningfor a pharmaceutical provider
Maxime is working as anInnovation Manager
for a premium chocolate brand
Dennis Peeters is working as aDigital Project Managerfor a leading bank
Caroline is working as aMarCom Project Leader
for a human resources company
Thomster Class on Brand Management – November 3rd 2015
3 Master Classes on 3 different marketing topicsGuiding you through the complete customer life cycle
Incl. real life cases from our THoM consultants
THoMers share a passion for marketing, and now it’s time to share some of it with you
Thomster Class on Brand Management – November 3rd 2015
1. Introduction 5’
2. THoM’ster class 60’If you’re not a brand, you’re a commodity
3. Case - group discussion & presentations30’
4. Wrap up 15’
5. Let’s have a drink! …
Welcome to our 1st THoM’ster class!
Thomster Class on Brand Management – November 3rd 2015
Let’s start with you!
Thomster Class on Brand Management – November 3rd 2015 11
Which brands do you like?
Thomster Class on Brand Management – November 3rd 2015
Some strong brands
Thomster Class on Brand Management – November 3rd 2015
… and why?
customization
Clear presence
recognizable
Focus on a certain lifestyle
Experience that is created around the
brand
Became very famous in a few years
uniqueBased on user
insights
consistent
Inspires you to live happier
Tone of voice Answers a need
Thomster Class on Brand Management – November 3rd 2015
?
Thomster Class on Brand Management – November 3rd 2015
Which product is a top product?
Question
Thomster Class on Brand Management – November 3rd 2015
Some strong products...
Thomster Class on Brand Management – November 3rd 2015
… and why?
Practical
Qualitative
Durable
It always meets my expectations
Strong emotional connection
Can be found anywhere
StrongDecent quality
& low price
Innovative technology
Easy to use
Differentiating Beautiful
Thomster Class on Brand Management – November 3rd 2015
What do you think of the following brand campaigns?
Thomster Class on Brand Management – November 3rd 2015
TV
Thomster Class on Brand Management – November 3rd 2015
Radio
20
Thomster Class on Brand Management – November 3rd 2015
Thomster Class on Brand Management – November 3rd 2015
Thomster Class on Brand Management – November 3rd 2015 23
Thomster Class on Brand Management – November 3rd 2015 24
Thomster Class on Brand Management – November 3rd 2015
What is a brand?
Thomster Class on Brand Management – November 3rd 2015
A brand is not .....
Thomster Class on Brand Management – November 3rd 2015
... And not .....
Thomster Class on Brand Management – November 3rd 2015
.... And not ....
Thomster Class on Brand Management – November 3rd 2015
A brand is a world of experiences
Thomster Class on Brand Management – November 3rd 2015
Which experiences qualify the brand Carrefour?
Question
Thomster Class on Brand Management – November 3rd 2015
The promotions
The shops
The casiers
The logo
The private labels
The communication: folders, tv
commercials, emailing, DM...
The parking
The assortment
The pricing The shoppers
The help desk
The quality of goods
The instore navigation
The personnel
The evolution
The claim/promise
The opening hours
Tone of voice
The loyalty card
CSR/sustainabilitty policy
The caddies
.............
Nowadays, a brand has an uncountable number of
“brand drivers”
Thomster Class on Brand Management – November 3rd 2015
A promise between a company and its customers …
… of emotional and functional benefits around products, services, image and experience in the large sense
So finally... What IS a brand?
Thomster Class on Brand Management – November 3rd 2015
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Donald Calne, Neurologist
How important is emotion for the brand success?
Lovemarks put more focus on the emotional bonds because these create “loyalty beyond reason”
(Saatchi & Saatchi philosophy)
Thomster Class on Brand Management – November 3rd 2015
Forging an emotional tie with consumers is one of the strongest ways to protect your brand from copycats
Thomster Class on Brand Management – November 3rd 2015
Building a strong brand with # FACTS
Thomster Class on Brand Management – November 3rd 2015
FACTS is a pragmatic and result driven vision that helps to make the right choices in a complex marketing environment
FACTS will improve Return on Marketing Investments by focusing on the right business, aiming for simplicity &
relevance
FACTS will make the brand more reactive and ready to tackle all
marketing challenges & changesFACTS will generate stronger innovation
that attracts customers’ attention
FACTS will strengthen Marketing credibility in the Board by making
its initiatives tangible
FACTS will make business’s performance more sustainable and so more solid
Thomster Class on Brand Management – November 3rd 2015
Does my brand convey a single & consistent message?
Thomster Class on Brand Management – November 3rd 2015
Are we able to handle 21st century consumers?
Thomster Class on Brand Management – November 3rd 2015
Does our brand challenge the status quo?
Thomster Class on Brand Management – November 3rd 2015
You need a strong business case to convince your CFO
40
The revenues, costs and resulting profit taking a discount factor into account
The break-even point
Best and worst case scenarios
You assumptions
Am I sure the brand will boost your business?
Thomster Class on Brand Management – November 3rd 2015
You also need a passionate story to convince your CEO
41
CEOs want figures but they also need to feel it so show them:
Why it is relevant for the consumer
Why you are so passionate about it
Thomster Class on Brand Management – November 3rd 2015
Some cases examples to prove it
42
New DreamBaby logo:-New DreamBaby logo has not been approved by Jef and Frans Colruyt
-Market research was really positive but they don’t feel it!
Launch Mobile Postcard at bpost:-Business case was really challenged by CFO- Johny Thijs, CEO of bpost only asked us to convince him to download the application
Danette launch in Canada:- R&D and CMO thought something - Consumer insights brought a clear view on
customer expectations... Market research recommandation turned into a 20% boost in the sales in the 1st semester
Thomster Class on Brand Management – November 3rd 2015
Does my brand try to make the world a better place?
Thomster Class on Brand Management – November 3rd 2015
The leader brand’s check list
Does your brand convey a single & consistent message? 1Are you able to handle 21st century consumers? 2Does your brand challenge the status quo? 3Are you sure your brand will boost your business?4Does your brand try to make the world a better place?5
Thomster Class on Brand Management – November 3rd 2015
The successful FACTS story of Michel & Augustin
Thomster Class on Brand Management – November 3rd 2015
F
Thomster Class on Brand Management – November 3rd 2015
Customer engagement in product recipe elaboration
Agile, customer engagement, flexibility & speedA
Thomster Class on Brand Management – November 3rd 2015
Customer engagement in product name choice
Agile, customer engagement, flexibility & speedA
Thomster Class on Brand Management – November 3rd 2015
Agility is also detecting trends... ... And adapting them to the customers needs
A
Thomster Class on Brand Management – November 3rd 2015
C
Recruitment
Thomster Class on Brand Management – November 3rd 2015
C
Ads
Thomster Class on Brand Management – November 3rd 2015 52
43% growth40M€ turnover
Strong ambition: “Triple the business through
innovation & quality”
T
Thomster Class on Brand Management – November 3rd 2015
S
Thomster Class on Brand Management – November 3rd 2015
Brand Management
Thomster Class on Brand Management – November 3rd 2015
The fundamentals of branding
55
knowledge equity
Thomster Class on Brand Management – November 3rd 2015
Framework for brand management
Analyze branding opportunitiesCould the brand make a useful, unique and credible promise?
Analyze the 4 C’s: customers, competitors, company & collaborators
Choose the brand positioningNo promise, no brand
Functional promiseEmotional promise
Design the brand identityThat delivers the brand promise
Create the identity via brand elements & marketing drivers
Monitor brand knowledgeSources of brand equity
Brand awarenessBrand imageBrand evaluation
Measure brand equityIncremental impact of the brand
Overall brand evaluationConjoint analysisBrand valuation analysis
Manage brand equityAdapt identity to stay relevant
Against generics & private labelOver time & spaceAcross categoriesAcross linked brands
1
2
3
4
5
6
Thomster Class on Brand Management – November 3rd 2015
Proposition Functional benefits
Emotional aspirations
Clear insight in:Customer Insights
TrendsClear insight in:
Is it relevant?
Is it unique?
Is it sustainable?
Is it credible?
Is it feasible?Core Competencies
Clear insight in:
Creating a strong brand is an intense process with tough criteria
Thomster Class on Brand Management – November 3rd 2015
The positioning will be described in terms of a statement:
• WHAT the brand does
• For WHO
• HOW (in which way, specific matter),
• BENEFITS for the customer
x is the most customer driven and expert retail chain for homebaking and garden & animal care
For all hobbyits (30+) in garden, animal an/or homebaking
Starting from its expertise and customer insights x offers proactively sustainable and trustworthy solutions. Passioned by their expertise x’s people assist the customers with advise and expert help
X guarantees its customers certainty of results and more pleasure from their activities
Example of a positioning statement:POSITIONING STATEMENT
Thomster Class on Brand Management – November 3rd 2015
foun
dati
onPo
siti
onin
gU
SP
Insights/analysis (Market) Strategy
Customer
Market
Competition
Business
Corporate/brand vision Corporate/brand mission
Segmentation/targeting
Brand essenceBrand Personality
Brand values
Positioning Statement: What the brand does, for who, how (in which way, specific matter), benefits for the customer
(relevant, unique, fit with equity, sustainable)
Discriminator
Reason(s) to believe
Brand identity card
Thomster Class on Brand Management – November 3rd 2015
Brand architecture
Thomster Class on Brand Management – November 3rd 2015
What are the models of cohabitation for brands?
Brand architecture
Thomster Class on Brand Management – November 3rd 2015 62
The brand architecture is linked to the heritage, the evolution of the company and the company objectives
Thomster Class on Brand Management – November 3rd 2015
The Brand Architecture Cube: which extensions are possible?
63
Parent brand
Vertical extension
Horizontal extension
Relationship
Premium
Cheaper
Similar
Category A Category B Category C
Independent brandLinked brand (endorsement)
Same brand (sub-branding)
Thomster Class on Brand Management – November 3rd 2015
Line extensions have to fit with the brand’s positioning and USP
Thomster Class on Brand Management – November 3rd 2015
In the beginning, there was … the Dove soap bar
1957
Thomster Class on Brand Management – November 3rd 2015
Years later, the Dove brand has many extensions, all communicating the Dove USP
…
bran
dpr
oduc
tEx
tens
ions
1 USP 1/4 moisturing
cream
Thomster Class on Brand Management – November 3rd 2015
In a House of brands, every brand needs it’s own positioning and own USP
Volkswagen Group (vertical extensions)
Thomster Class on Brand Management – November 3rd 2015
#notfocused
Focus on hardware? Which category? Or focus on content? Big loss of MS in televisions, gaming, ....
Recent evolution ... focus on “entertainment”.....
Thomster Class on Brand Management – November 3rd 2015
Conclusion
Thomster Class on Brand Management – November 3rd 2015
Key takeaways
A brand = a promise between a company and its customers of emotional and functional benefits around products, services, image and experience in
the large sense
Creating a strong brand is an intense process with tough criteria, where multiple stakeholders have to be involved.
Always pay attention to the Architecture of the brand ! Do the different products fit within the brand’s
positioning? Do the different brands fit within the house of
brands?
Thomster Class on Brand Management – November 3rd 2015
1. Introduction 5’
2. THoM’ster class 60’If you’re not a brand, you’re a commodity
3. Case - group discussion & presentations30’
4. Wrap up 15’
5. Let’s have a drink! …
71
Welcome to our 1st THoM’ster class!
Thank you for your attention! (and now it’s time for a drink...)
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