Human Resourcesand SecurityLearning and Development

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BRANDING

Roger Claessens, Prof. UBI, Brussels

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Could you talk about you for a few minutes to your neighbour so that you can be introduced?

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What is your first What is your first BRANDBRAND which which comes to mind?comes to mind?

Why? Why?

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The origin of the The origin of the word word

« BRANDING »« BRANDING »

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A BRANDA BRAND

But is the But is the

cowboy A PRO?cowboy A PRO?

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VISUAL VISUAL IDENTITY IDENTITY

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SUBSTANCESUBSTANCE

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“I hope that one day we will have to courage to do branding” (DG Comm)

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That car was born in a marketing department…What was the THINKING

behind it?13

A BRAND IS THE RESULT OF A BRAND IS THE RESULT OF MARKET RESEARCHMARKET RESEARCH

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A BRAND EQUALS A BRAND EQUALS A PROMISE A PROMISE

OUR SIGN IS A PROMISE

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What is the What is the PROMISEPROMISE in this in this

case?case?

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A BRAND EQUALS A BRAND EQUALS A PROMISE A PROMISE

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……AND in AND in this case? this case?

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A BRAND EQUALS A BRAND EQUALS A PROMISE A PROMISE

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A BRAND SHOULD MATCH A BRAND SHOULD MATCH EXPECTATIONSEXPECTATIONS

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A BRAND SHOULD BE A BRAND SHOULD BE BELIEVABLEBELIEVABLE

Believability is vital as it increases the brand’s LEVERAGE

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It's the stuff heroes are made of. It's what draws us in. We all look for it and secretly desire it: CREDIBILITY.

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A BRAND SHOULD BE A BRAND SHOULD BE RECOGNISEABLERECOGNISEABLE

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A BRAND SHOULD BE A BRAND SHOULD BE RECOGNISEABLERECOGNISEABLE

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A BRAND IS NOT ONLY A BRAND IS NOT ONLY ADVERTISINGADVERTISING

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A BRAND IS NOT ONLY A BRAND IS NOT ONLY DESIGNDESIGN

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“Design is not decoration. It is not the surface appearance of a product. It is not about colour or stylistic details. It is the way the product works!” S. Jobs

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MARKETMARKET ??

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A BRAND IS RELATED TO A DEFINED A BRAND IS RELATED TO A DEFINED MARKETMARKET

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A BRAND IS RELATED TO A DEFINED A BRAND IS RELATED TO A DEFINED MARKETMARKET

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A BRAND EXPLOITS A BRAND EXPLOITS SYMBOLISMSYMBOLISM

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A BRAND EXPLOITS A BRAND EXPLOITS SYMBOLISMSYMBOLISM

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BRANDING IN THE TIME OF BRANDING IN THE TIME OF CRISISCRISIS

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Branding in the time of crisis

The premises of the brand remain unchanged BUT the accentsaccents change

BRANDING IN THE TIME OF BRANDING IN THE TIME OF CRISISCRISIS

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Appeal to core Appeal to core values values

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Rebranding

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Cost for the rebranding: 35,000,000 € concept and introduction

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• Back to the basics

BRANDING IN THE TIME OF BRANDING IN THE TIME OF CRISISCRISIS

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REBRANDING

Why is it required?Will it make a difference?What changed and why?What is wrong with the present situation?Ultimately, what do we want?What is (are) the essential segment(s)?

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REBRANDING

Have clearly defined the needs of aimed segment(s)?What is the connection between our brand and the segments?What will rebranding change?Will it still be valuable 5,10 or 20 years from now?Is there a central point of responsibility? Say, we would start at zero today, what would we do?

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A SIGNIFICANT PERCENTAGE OF THE ANNUAL PROFIT IS SPENT ON ADVERTISING

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A BRAND OFTEN REQUIRES A SUBSTANTIAL A BRAND OFTEN REQUIRES A SUBSTANTIAL BUDGETBUDGET

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A BRAND OFTEN GOES HAND IN HAND WITH A A BRAND OFTEN GOES HAND IN HAND WITH A SLOGANSLOGAN

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“ All great stories start with a white page ”

Source: AUDI 46

A BRAND IS A A BRAND IS A STORYSTORY

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What makes a great story? 47

A BRAND IS A A BRAND IS A STORYSTORY

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What makes a great story?

•Unexpected ending•Structure•Your hope is fulfilled•Meaning•Fills gaps •Participative •Connective •Empathy •Can be told over and over again

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“Good storytelling last for decades” Steve Jobs

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1. 1° Start a conversation with all the stakeholders2. 2° Look around (research, insight, emotion,

rationalisation)3. 3° Define your direction4. 4° Define the message5. 5° Choose the media6. 6° Follow up with the stakeholders to adjust the

message if required

The classical steps of BRANDING

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eBrands

“The winners on the Web are the companies fiercely dedicated to making themselves known names in the markets they serve”

“It has transformed customers into disciples, avid supporters who have spread the word about iVillage to friends and colleagues”

(Source: Phil Carpenter, HB School press)

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One recent benefit of branding

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A brand is linked to Corporate culture

•What is corporate culture?•How do you create it?•How do you evaluate it?

A BRAND IS LINKED TO A BRAND IS LINKED TO CULTURECULTURE

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CORPORATE CULTURE =

VISIBLE LEVEL (BRANDING) &

SHARED VALUES

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CORPORATE CULTURE = SHARED VALUES & GROUP BEHAVIOUR NORMS

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A PROMISE IS LINKED TO A PROMISE IS LINKED TO CULTURECULTURE

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Corporate culture is a matter of:

people, values, motivation and attitude

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Values should supersede promisesValues should supersede promises

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LOVEMARKS LOVEMARKS

instead of instead of

Brands Brands

Richard Hytner, Saachi & SaatchiThe power of values The power of values

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“Culture is an abstraction,

yet the forces that are created in social and organisational situations deriving from culture are powerful.

(Source: Organisational culture and leadership, E. H. Schein)

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A BRAND REFLECTS A A BRAND REFLECTS A CULTURECULTURE

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CULTURE requires CULTURE requires

a a TEAM SPIRIT TEAM SPIRIT

which in turn leads to which in turn leads to

a a REPUTATIONREPUTATION

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BRANDING requires an ENGAGED MANAGEMENT61

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If BRANDING is not a concern at If BRANDING is not a concern at ALL LEVELS OF THE ORGANISATIONALL LEVELS OF THE ORGANISATIONit will be side-lined to the benefit of other short it will be side-lined to the benefit of other short term objectivesterm objectives

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What goals should be reached to become a good brand?

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= MY VALUES & MES NORMS

A culture of excellence

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A culture of motivation 66

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The objectives to be reached are:The objectives to be reached are:

A culture of listening 67

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For instance, this PC is the result of a constant search for excellence:

•FASTERFASTER

•CHEAPER CHEAPER

•SMALLER SMALLER

•SIMPLERSIMPLER

•BETTERBETTER

The objectives to be reached are:The objectives to be reached are:

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A BRAND is maintained thanks to each member of the group searching for

excellence

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70A culture of empowerment

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A culture of self-efficiency

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72A culture of follow-up

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The perfect combination is the Dalai Lama:The perfect combination is the Dalai Lama:

How we see ourselvesHow we see ourselves

How we want to be seenHow we want to be seen

How others see usHow others see us73

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At the end of the day:

•What is your point? What is your point? •Why should one care?Why should one care?•Who should care?Who should care?

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A MISLEADING NAME & LOGO?

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A LONG TERM CREDIT INSTITUTION

IS VERY DIFFERENT

TO A COMMERCIAL BANK

                                                                                              

The World Bank

                                                                                   

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« People are not made of numbers. They are made of hopes and dreams, passions and partnerships, talent and tenacity. We strive to see beyond the numbers and understand what success means to our clients, to deliver what really matters. » Credit-Suisse.com

Credit-Suisse.com

…WORDS or ACTIONS?

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“Never has it been more

important for organisations

to stand for something

compelling, relevant and

distinct in the minds of all

stakeholders…”

(R.H. Evans, Lafferty, 1997)

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Who is this?What does the logo stand for?82

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Transparency International, the global civil society organisation leading the fight

against corruption, brings people together in a powerful worldwide coalition to end the devastating impact of corruption on men,

women and children around the world.

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CPI = a Unique Selling

Proposition

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• « The role of a brand in a non profit sector is to encourage de pursuit of long term objectives, whilst reinforcing the identity, cohesion and capacity of the organisation».

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Europe without the knowledge of the past

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DG HR.B.3 - Learning and Development

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The most important asset of any organisation is its REPUTATION

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Companies with a strong reputation have

a DNA

It differentiates from what the others do.

(Acide DésoxyriboNucléique)

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The more prestigious an individual employee perceives his or her

organisation to be, the greater the potential boost to self-esteem through

identification100

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« The objective of building, maintaining and protecting the organisation’s reputation is the core task of corporate communication »

(J. Cornelissen, Sage, 2008)

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DG HR.B.3 - Learning and Development

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A Combination of talent & customer centred communication

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The importance of communication

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Communication

The challenge is to be brief, structured, focused

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“The rise of social media makes it more important than ever to get the branding fundamentals right”

“You do not need to rewrite the marketing playbook but to exploit social media opportunities while keeping an UNWAVERING FOCUS on meeting the customers’ needs”

HBR Dec, 2010

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At last count, Twitter had half a billion

registered users who together generate

some 175 million tweets a day. New accounts are being

added at a rate of 11 per second. Just how

valuable are these?

HBR May 2012

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See the information in the visual identity Manual April 012

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Branding will influence HOW you Branding will influence HOW you are PERCEIVEDare PERCEIVED

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Key words mentioned today

Home workPromise Expectations Dreams ProfileMarket Image Goals

Motivation CulturePerceptionAttitudeReputationCommunicationStory

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Everything considered, it is a matter of marketing in the classical sense of the term, but with different means

and at digital speed. (R.Claessens)

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What is your first What is your first BRANDBRAND which which comes to mind?comes to mind?

Why? Why?

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CUSTOMER CUSTOMER KNOWLEDGE =KNOWLEDGE =

AWARENESS ATTITUDES &USAGE

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What is your TOP OF THE MIND BRAND & WHY?

The top of the mind brand has a DISTINCT COMPETITIVE ADVANTAGE !

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Attitudes are the opinions associated with the brands, products, services….

The attitudes towards the brands can help determine the brands’ weaknesses and appealing factors.

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• Usage patterns help reveal the how the respondents are interacting with the brand, product or service!

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“Apple is about people who think outside the box, people who want to use computers to help them change the world, to help them create things that make a difference and not just a job done” S.Jobs

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130WHAT YOU COULD DO AFTER A GOOD WORKSHOP !

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contact@rogerclaessens.eu

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www.europa.euwww.economist.comwww.connectwiththeeuropeans.euwww.wikipedea.comwww.marketingmagazine.co.ukwww.cim.co.ukwww.amazon.co www.ec.europa.eu

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« Corporate reputations, branding and HR », G.Martin & S.Hetrick, BH,2006

« Corporate communication »,J.Cornelissen, Sage, 2008

« Growing brand loyalty », R. Evans, Lafferty, 1997

« The black swan », N.Taleb, Pinguin 2007

« Marketing management » Kotler, Dubois, Publi Union, 2000

«  eBrands », Phil Carpenter, Harvard School Press, 2001

« Organisational culture and leadership », Edgar H, Schein, Jossey-Bass,

2010

«  Inside Steve’s brain », Leander Kahney, Atlantic books London, 2008

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