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LuluDragonfly.com
@luludragonfly
Lucile Reimonenq
LuluDragonfly
Lucile Reimonenq / a.k.a Lulu
Hello!
Outline1. Environmental Scan
2. Introduction to New Branding
3. The purpose of New Branding
4. New Branding CSF Overview
5. Start Up Building Process
1. Environmental Scan
It’s not that our wishes have changed, it is just that at that time, jobs were for granted,
we could had nothing else to worry about, we were secured.
The situation has changed in that our priorities have changed. Our Maslow Pyramid is totally different.
1. Environmental Scan
At a time, we were blindly trusting institutions with our lives …
Financial Institutions
Big Brands
The System
1. Environmental Scan
And then, suddenly, in 2008, the unexpected happened …
Breach of Trust
Disbelief
Priorities
Disillusion
Bankruptcy
Money concerns
Unemployment
Job insecurity
Job (Human) competition
Uncertainties
Unpredictability
Search for:
Authenticity
Honesty
Personal face
Involvement
Consistency
Purpose
Personal
Branding
Solidarity
Truth
1. Environmental Scan
Inherently, Transparency Regulations were implemented…
So did they with CSR: Optional Sustainable Development became Corporate Social
Responsibility … and REAL actions, rather than marketing campaigns, have been watched ever since.
Transparency and CSR are not an option anymore, nor are they marketing tools.
They are the minimum we expect from any organization.
Responsibility and truth are now king. No more blurry manipulation would be tolerated.
1. Environmental ScanEven Stock Exchange and Investors have changed their valuation, forecasts and risk assessment methodology.
They now look at: Number of Users, Reputation and likeliness CSR involvement, results and plans. There is even a financial index
for that: the Footsie4Good
Finance people and investment decision makers are not looking at just numbers predicting a promising bottom line. They are looking at lowering risk, enhancing growth, and associating their image to the right organization to protect their image and integrity.
1. Environmental Scan
In the meanwhile, technology changed the face of society and the way business are conducted
accelerating the pace at which the World runs.
1. Environmental Scan
A Connected World SnapShot:
Internet
Social Media
Smartphones Source: We are Social, 2016 Report
1. Environmental Scan
SnapShot Takeaways
Internet, Social Media and E-commerce are no longer restricted to developed
country.
Translation: combined with the “personal” trend, the growth of online transactions
and the growing number of english speakers, niche strategy is promising. Niche
does no longer mean small, global is no longer complicated. Niching is only accurate
and smart.
With the large amount of time spent on social media, there are more opportunities
to interact personally and gather qualitative data.
1. What has changed ?
Volume and growth of online transaction
Collaborative digital tools
Number and growth of english speakers worldwide
To lower the investments to start up for example: no point of sales required, lower prime location need
To expand quicker larger niche markets, no need to have your entire team in the same place
To work with the exact person at the right time
specially interest for content creation
1. Environmental Scan
“Here's Why The Freelancer Economy Is On The Rise” fastcompany.com BRENDON SCHRADER 08.10.15 5:00 AM
As of May 2015, 15.5 million people in the U.S. were self-employed, according to the Bureau of Labor Statistics—an increase of roughly 1 million since May 2014.
That number is expected to keep growing at a steady clip.
By 2020, a separate study estimates that more than 40% of the American workforce, or 60 million people, will be independent workers—freelancers, contractors, and temporary employees.
1. Environmental Scan
English as the Universal Internet LanguageEstimated percentages of the top 10.1 million websites
using various content languages as of 18 March 2015
Estimated percentages of the top 10.1 million websites
using various content languages as of 18 March 2015
Estimated percentages of the top 10.1 million websites using various content languages as of 18 March 2015 Estimated percentages of the top 10.1 million websites using
various content languages as of 18 March 2015
1. Environmental Scan
Excerpt from “Ten Statistics That Affect How People See You Online” by reputationx.com
Reputation Online More Important Than Ever
1. 65% of Internet users see online search as the most trusted source of information about people and companies. That’s a higher level of trust than any other online or offline source. (2014 Edelman Trust Barometer)
2. 79% of consumers place equal weight on both online reviews and personal recommendations (2013 BrightLocal Consumer Review Survey)
3. 85% of consumers use the Internet for research before making a purchasing decision (Yelp)
4. 66% of all online harassment occurs on social media websites and apps (Pew Research’s “5 Facts About Online Harassment”)
1. Environmental Scan
New marketing Tools (such as Hubspot) and Social Networks are a huge opportunity if managed, taken seriously, genuinely and
honestly.
TRACK AND ANALYZE WHAT PEOPLE SAY, HOW THEY BEHAVE, WHAT THEY THINK,
WHAT THEY WANT
INTERACT HUMANLY WITH OUR USERS IN REAL TIME
RAISE ENGAGEMENT
GO VIRAL
1. Environmental Scan
MARKETING IMPACTS More Online claims / Sensitive Reputation
Less traditional media, more online media
Marketing Tools: more qualitative data, no more demographics
but personas, more analytical tools
New roles, new organizational charts
Niche / Go worldwide
1. Environmental Scan
Authority Authenticity & Trust
Prices Purpose & Content
Dream Reality : Learning, Entertaining, Fun
Product Lifecycle 3 Stages of Buyers Journey
Demographic Segmentation Niche & Personas
Corporate Strategy + Marketing Strategy Integrated, consistent & Aligned Business Model
Promotion Relevant Content
Outbound Marketing Inbound + Outbound Marketing
Brand Image Brand Reputation
Customers & Sales Users
Story Telling
Exclusive Accessible
NEW VOCABULARY AND CONCEPTS
1. Environmental Scan
Organization used to look like this … an iceberg.
• Branding → Logo, Graphic Guidelines, Tone, Image
• 4 P’s Marketing Mix / Old Segmentation → Product, Price, Place, Promotion
• Corporate Strategy & Goals • Corporate Vision & Mission • Corporate Culture • Processes & Policies
• HR • Production • Procurement
• Logistics • R&D / Innovation • Finance
What customers would see
What company
would actually do
Miss-aligned Opaque
Inconsistent
Manipulation
HIDDEN
VISIBLE
1. Environmental Scan
Most organizations are still modeled the old way. Hard to blame them. Everything happened so fast and such changes take time.
BUT YOU, you as an entrepreneur, you have an advantage over them: You are starting fresh.
And it is your responsibility as well as your key to success to build your company the right way.
1. Environmental Scan
Need for authenticity, responsibility and honesty
Obligation for consistency, alignment and integration
Use of relevant content
Remodeled organizational chart
Flexibility to flow with fast pace and reduce uncertainties
Marketing strategy (inbound) and new budget allocation
Modern organization should be modeled taking in account what has changed.
New branding centered approach can do that.
Change in R&D, Innovation and differentiation
Brand equity weight and valuation methods
Human approach and Emotional Intelligence
No more authority / more influence from millennial
More audacious and younger entrepreneurs
Will to learn and humor, entertaining and fun
Personal branding
1. Environmental Scan
Economy may have crashed in 2008, but now it is up to you to work and build a success that would benefit you, the society, the economy
and the environment.
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
MAIN GLOBAL STOCK EXCHANGE INDEXESEnd of Year Closing Value
CAC 40 NASDAQ 100 NYSE AMEX FTSE 100 NIKKEI 225 DOW JONES-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
MAIN GLOBAL STOCK EXCHANGE INDEXESEnd of Year Closing Value
CAC 40 / NASDAQ 100 / NYSE AMEX / FTSE 100 / NIKKEI 225 / DOW JONES
1. Environmental Scan
-2.00
0.00
2.00
4.00
6.00
8.00
10.00
12.00
2007 2008 2009 2010 2011 2012 2013 2014
Inflation, consumer prices (annual %)
World European Union
Latin America & Caribbean (all income levels) East Asia & Pacific (all income levels)
Arab World OECD members
North America
-6.00%
-4.00%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
2008 2009 2010 2011 2012 2013 2014
GDP, PPP (constant 2011 international $) GROWTH
OECD members World
European Union Latin America & Caribbean (all income levels)
East Asia & Pacific (all income levels) Arab World
North America
1. Environmental Scan
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
INTERBRANDTop100GlobalBrandsValuationm$SectorConsolidation
Technology
Automotive
Beverages
FinancialServices
FMCG
BusinessServices
Diversified
Retail
Luxury
Media
Restaurants
Apparel
Alcohol
Electronics
SportingGoods
Transportation
Energy
1. Environmental Scan
POSITIVETechnology 18%
Alcohol 15%
Retail 15%
Automotive 11%
Financial Services 10%
Sporting Goods 10%
Media 7%
Transportation 5%
Luxury 2%
FMCG 2%
NEGATIVEBeverages -2%
Apparel -3%
Diversified -4%
Business Services -8%
Restaurants -11%
Energy -12%
Electronics -22%
2015 Top 100 Brands - Value Growth by Sector
1. Environmental Scan
Start up right and strong Embrace New Branding
Or else, you might fall into these 50% of start ups that fail shortly.
Be a Game Changer Be You
Develop Yourself Be Flexible Be Human
Learn & Listen
2. What is New Branding ?
WHAT A Vision
A Purpose
A Mission
A Goal
A set of values
NEW BRANDING
HOW SHARED & INTEGRATED
at all level of the organization,
driving all decisions
directing problem solving.
BENEFITS
New Branding allows the WHOLE BUSINESS
to head to same direction,
insuring consistency,
allowing flexibility and environmental
listening in real time,
in order to develop the ability to follow
the fast pace at which the World runs,
and to transform uncertainties into
opportunities.
3. What is the purpose of New Branding?
Today branding is the core of your business model
Brand
HR
Finance
R&D
Logistics
Sales
Marketing
Revenue Management
CSR
Customer Care
... Alignment
Consistency
Smart Innovation
Uniqueness (USP)
High Value for Money
↑ Quality ↓ Costs
↑ Growth
↑ Investment attractiveness
↑ Stock Price
Alignment
Consistency
Smart Innovation
Uniqueness (USP)
High Value for Money
Credibility
Attractiveness
Likeliness
Relevancy
Content
Engagement
Viral Effect
Reputation
Awareness
Love
$QUALITY INFLUENCE
3. What is the purpose of New Branding?
3. What is the purpose of New Branding?
Strong & Relevant
Brand
BusinessAlignment & Consistency
Love$$$
4. New Branding Key Success Factors Overview
Honesty Personal
Emotional Intelligence Listening Flexibility
4. New Branding Key Success Factors
My TIPS 4 U 1. Start by assessing yourself 2. Act by purpose 3. Respect your values 4. Be Human 5. Personal Development and Emotional Intelligence for you and your fellows 6. Stick to it 7. Implement processes to insure 360º and real time consistency8. Listen and observe the Millennial Generation, they are influencing the
World and inspiring Game Changers
5. Start Up Building Process
YOUR BRAND
YOUMARKETING
MIXBUSINESS
MODEL
ACTION PLAN
DESIGN PHASE
IMPLEMENTATION
ELEMENTS
1.YouPERSONAL ASSESSMENT
Personality Dreams Personal Goals
Life Purpose Personal Timeline & Requirements
PROFESSIONAL ASSESSMENT
Motivation to become an entrepreneur Professional Goals and Expectations Skills Professional Timeline & Requirements Project Purpose
PRO / PERSO SYNTHESIS Individual SWOT Individual Maslow Project Idea Life & Project Plan: Goals, Objectives and Timeline
2.Your Brand
5. Start Up Building Process
2.Your Brand
BRAND ID Card Vision Mission Purpose Personality
Tone Image CSR Promise Graphic Identity
Content Purpose & Guidelines
BRAND PEOPLE / Personas Niches Who are they Influenced by Team HR Policies
Suppliers Philanthropy Investors
PERSONAS PROFILE A I O (Activities, Interests Opinion) Generation Behavior
Verbiage Appropriate Maslow & SWOT
BRAND PEOPLE / Development Stages Buyer’s Journey Organization Development Which Funding Source @ what stage
3. Marketing Mix .0
5. Start Up Building Process
Product (s) Development Features Requirements Innovation Investment
Quality Level vs. Pricing Purpose Costs
Product (s) Idea Check Personas Match Competitive Advantage Key Success Factors Feasibility vs Ressources
Sales Price vs Profitability, Competition and Value for Money
3. Marketing Mix .0
Product & Price
4. Business Plan .0
Point of Sale Digital, physical or both Logistics CSR Policies Markets, size and
development plan
Outbound & Inbound Mix Content Strategy & Guidelines Budget KPIs
Planning / AnalyticalTools
Promotion Sales & Distribution
Resources and Needs IT Suppliers
HR
5. Start Up Building Process
4. Business Plan .0 5. Marketing Mix .1
6. Business Plan .17. Action Plan
8. Design Phase 9. Implementation
Monitor and Adjust
5. Start Up Building Process
Always go back to your brand ID Card, at each and every stage,
in each decision, to double check your actions are aligned, consistent and keep
the promise.
YOUR BRAND
MARKETING MIX
BUSINESS PLAN
ACTION PLAN
DESIGN PHASE
IMPLEMENTATION
5. Start Up Building Process
Coming Soon!
PROGRAM 1 Starting Up Right & Strong
PROGRAM 2 Achieving Sustainable Growth
PROGRAM 3 New Marketing Practices
PROGRAM 4 Personal Development
I am currently preparing a set of classes accessible via SkillShare and Udemy.
My classes will be contained in 4 programs, specially designed for the Kickin Ladies Entrepreneurs!
#Classes
LuluDragonfly.com
@luludragonfly
Lucile Reimonenq
LuluDragonfly
Lucile Reimonenq / a.k.a Lulu
Thank You!