BRANDING IN A SUSTAINABLE WORLD. - ICEF...A PARADIGM SHIFT IN MARKETING. 4 ICEF-Workshop, Berlin: Branding in a sustainableworld | Sunday, October 29th. 2017 „Don’t sell a product

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BRANDING IN A SUSTAINABLE WORLD.

AN INCONVENIANT TRUTH.

22 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017

We must take our future into consideration, we have to be concernedabout a LONG TERM PERSPECTIVE – of how we want tolive and how we do business in the future.

AN INCONVENIANT TRUTH.


And that also applies to BRANDING and to MARKETING.

A PARADIGM SHIFT IN MARKETING.


„Don’t sell a product once, if you are not convinced thatyou can sell it twice.“

A PARADIGM SHIFT IN MARKETING.


Marketing is focussing on LONG-TERM RELATIONSbetween BRANDS and CONSUMERS.

THE IMPORTANCE OF BRANDS.


BRANDS are the cornerstone of LONG-TERM RELATIONS built upon TRUST.

WHAT IS A BRAND?


A BRAND is more than a LOGO.


A BRAND is more than an ADVERTISING CAMPAIGN.

WHAT IS A BRAND?


A BRAND is even more than an PRODUCT.

WHAT IS A BRAND?


A BRAND IS an ATTITUDE, a

mindset that builds TRUST and makes a

company successful in every area.

WHAT IS A BRAND?


BUT BRANDS ARE GETTING


BRANDS ARE GETTING UNDER PRESSURE.

Because the MEDIA WORLD is getting more complicated – the people are

confronted with more and more media channels and more and more brands.


Especially, after the rise of the DIGITAL MEDIA plattforms and

SOCIAL NETWORKS the consumers are not able to cope withthis enourmous amount of media and brands any more.

DEVELOPMENTS IN THE MEDIA WORLD.


THE RESULT: INFORMATION OVERLOAD.


TRUST IS THE CURRENCY OF STRONG BRANDS.

But the consumer is getting more and more critical, especially in theaftermath of the financial and economic crisis that shattered the world in 2008/2009:


TRUST IS THE CURRENCY OF STRONG BRANDS.

And the critical consumer can observe the brand

behavior in the media and can articulate criticismand opinions via numerous social mediaplattforms.


SUSTAINABILITY IS GAINING IN IMPORTANCE.

As a result, companies and BRANDS rely on SUSTAINABILITYand CORPORATE SOCIAL RESPONSIBILTY to build up

TRUST.


THE CHANGING ROLE OF SUSTAINABILITY.

The ROLE of SUSTAINABILITY changed from

COMPETITIVE DISADVANTAGE to a DECISIVEFACTOR for positioning and DIFFERENTIATING brands.


DEVELOPING SUSTAINABLE BRANDS: THE RULES OF THE GAME.

SUSTAINABLE BRANDS are based on distinct BRANDVALUES with a LONG-TERM PERSPECTIVE and a value driven branding process.



Companies are no longer what they make – now, BUSINESS and

BRANDS are WHAT THEY STAND FOR.



Building TRUST you have to ACT to proof their sustainability. Simply put:

ACTION SPEAK LOUDER THAN WORDS.

BRANDING IN A SUSTAINABLE WORLD: 7 TRENDS.

2222 Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017

SUSTAINABILITY– has arrived in the MAINSTREAM of SOCIETES.

– becomes a vital PART of a MODERN LIFESTYLE.

– inspires INNOVATIONS resulting in better products and services.

– is based on CONSUMERS VALUES and their EXPECTATIONS.

– has a direct impact on BRAND REPUTATION.

– integrates the CONSUMER directly into PRODUCT DEVELOPMENT.

– demands RADICAL TRANSPARENCY.


SUSTAINABILITY AND EDUCATION.

There is nothing more sustainable than EDUCATION. Education has the power to CHANGE the LIFE of the INDIVIDUAL and the general CONDITIONS ofSOCIETY.


SUSTAINABILITY AND EDUCATION.

EDUCATION is the KEY to a SUSTAINABLE DEVELOPMENT. IMPROVING the PEOPLE‘S LIVES EVERYWHERE.

WHAT MAKES THE BRAND ACADEMY UNIQUE.

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PROFILE

• The Brand Academy is worldwide the 1st. university focusing on

BRANDS.

• Merging SCIENTIFIC THINKING with PRACTICALEXPERIENCE and a strong INTERNATIONAL FOCUS.


WE ARE BUILDING BRIDGES BETWEEN EUROPE AND CHINA.

• Beijing Normal University, Zhuhai Campus

• China Academy of Arts, Hangzhou

• Wang Li University, Ningbo


AND THAT IS REFLECTED IN OUR OPEN AND DIVERSE CULTURE.


Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017

WHAT WE BELIEVE IN: OUR VALUES.

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To realise our vision, we believe in distinct values:• Appreciation

• Dialogue

• Professional excellence

• Performance

• Interculturality28

OUR LOCATION: HAMBURG – THE GATE TO THE WORLD.

And the German capital of branding.


HAMBURG: THE GERMAN CAPITAL OF BRANDING.

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Famous brands and branding agencies.

WE EDUCATE THE BRAND EXPERTS OF THE FUTURE.


WHAT IS THE PERSPECTIVEWE OFFER AT THE BRAND ACADEMY

FOR THE FUTURE OF OUR STUDENTS?

And doing so we have to answer the basic question.

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FUTURE PERSECTIVES AT THE BRAND ACADEMY.


Academic, professional and social perspectives.

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THE ACADEMIC PERSPECTIVE

THE PROFESSIONAL PERSPECTIVE

• At the brand academystudents not only acquireup-to-date knowledgeabout brands and brandingbut the competencies toapply that knowledge.

• The brand academy and the programmes are state-approved by theHamburg Ministry ofEducation and Reserach

• At the brand academywe are focused on theemployability of ourstudents.

• And with their work on realprojects for real clientsour students are equippedwith every-thing to start a promis-ingprofessional carreer.

THE PERSONAL PERSPECTIVE

• At the brand academywe are also concernedabout the personaldevelopment of ourstudents.

• Having that in mind, weconvey the necessarysocial skills you need tosucceed in the busi-ness world – and to make friendsevery-where.

IN SHORT: WHAT WE PROMISE TO OUR STUDENTS.


AT THE BRAND ACADEMY

WE NOT ONLY CONVEY UP-TO-DATE KNOWLEDGEABOUT BRANDS AND BRANDING BUT DEVELOP STRONG

PERSONALITIES.

STUDYING AT THE BRAND ACADEMY: A SPECIAL EXPERIENCE.

Our students benefit from learning in smallgroups and the intercultural exchange.



And are provided with the highest academiccompetence.



FIRST HAND EXPERIENCES IN REAL PROJECTS FOR REAL BRANDS.• At the brand academy we combine theory and practical

experiences.

• Our students are involved in real projects, working for realbrands.



EDUCATION, CHANGE AND A SUSTAINABLE FUTURE.

We all have to CHANGE – business leaders, marketeers, and consumers alike.

And EDUCATION is the KEY for that change and a

sustainable DEVELOPMENT of our FUTURE.

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BRANDING IN A SUSTAINABLE WORLD.

QUESTIONS?

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BRANDING IN A SUSTAINABLE WORLD. - ICEF...A PARADIGM SHIFT IN MARKETING. 4 ICEF-Workshop, Berlin: Branding in a sustainableworld | Sunday, October 29th. 2017 „Don’t sell a product