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Top Tips to Increase Your Brand Value in the Region Today
12.02.2015
Thibaud Weick, CEO – Mortimer Harvey Africa Middle East
Mortimer Harvey – Who we are
We’re a fully integrated consulting, marketing and communications company based in South Africa and the Middle East, offering a full go-to-market service
Combining global standards, skills and expertise with local knowledge and understanding to deliver measurable results on the ground
23 years young
90+ strong team and still growing
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We combine
HEART and SMART to deliver results
An abundance of passionate and
somewhat obsessive people
Experts in almost every commercial discipline,
all under one roof
We have personally worked and delivered results in more than 20 markets across the region…
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… and maintain a network of highly qualified local
resources and partners everywhere
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So – What is a brand?
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It is far more than names, colours, logos, tone of voice and design guidelines…
It is YOU!
It is your personality, your DNA…
It is how the public and your customers EXPERIENCE your company, your products, your employees…
ANYTIME, ANYWHERE
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Great brands have a strong sense of PURPOSE and are
lived from the INSIDE – OUT
VISION
Where do you want to be?
Your LIGHTHOUSE
STRATEGY
What you need to do to
reach your Lighthouse
Your ROADMAP
VALUES
How you will execute
your plans to reach your
Lighthouse
Your ETHICAL
CODEX
PURPOSE
Source: The Zone
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A brand’s PURPOSE is its heart
Why are we here?
What is our reason of being beyond just making money?
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Conveying a brand’s PURPOSE to its target audience convincingly and consistently is THE challenge of successful brand building.
Anywhere in the world.
Also in Egypt, Africa and the Middle East!
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What is the difference between an ENEMY and a
MONSTER?
An enemy is against YOU
A monster is against the COMMUNITY to which you belong
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Brands with a strong sense of PURPOSE are HEROES
fighting MONSTERS, not ENEMIES
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Hero examples….
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Meet T-Mobile USA’s hero
John J. Legere – the Chief Executive Officer and President of T-Mobile USA. He has previously served as an executive for AT&T, Dell, Global Crossing • He is a maverick • He transformed the way T-Mobile USA did
business • He is viewed as a visionary with the consumers’
best interest at heart
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Keep on whining, we’ll
keep enhancing our
network.
What a stupid, broken, arrogant
industry.
We are either going to take
over this whole industry, or
these bastards are going to
change, and the whole
industry is going to shift.
I can’t wait to watch the
guys scream and cry.
All the disruption in the
world doesn’t mean
anything without a
network to back it up.
AT&T is a total source of amusement for
me. They are the ones that take my
bull. Dumb move. They take the bait!
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T-Mobile USA snapshot
They are not the biggest mobile operator in the USA but…
• They are dramatic in how they go about challenging their competition
• They have a strong brand PURPOSE state of mind: changing telecoms for the better by saving people money – even if it means losing financially in the short term
• They are proud to highlight their unique points of difference and unashamedly use it to crush their competition
• They are constantly looking at how to innovate and shake up the category for customers
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What is your PURPOSE?
Whose HERO are you?
And which MONSTER(S) are you fighting?
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15%
5%11%
5%
20%
15%
6%
9%
14%
Understanding your target customers is the next step
in successful brand building
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Criteria
Schools of
Influence
Mid 1950s Early 1960s Late 1960s 1990s
Geographic
Demographic
Behavioral Psychographics Loyalty
Profitability Lifestyle Benefits
Microeconomics Motivation
research
Buyer
behaviour
Relationship
marketing
Today
Complex
Multi-dimension
Social
networks
Segmentation approaches differ widely depending
on market conditions, product categories and targeted
consumer types
The key is to keep segmentation as simple as possible to
ensure it is practical and can be acted upon
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7 1
2
4
6
3 5
FIND Where can I find
information about this
product/ service
WHAT What is the brand/ product/
service offered
USE How can I use the
product in the most
effective way
PAY How can I pay for the product/ service and
what are the payment facilities available
SET UP/ INSTALL How can I install the
product and find
support to set it up
GET HELP/ REPAIR Where can I get after
sales service and
maintenance support
BUY Where and how can I
buy this product with
the desired service
The “customer experience wheel” should target key
segments specifically to bring the brand to life and
maximize sales
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This requires perfect alignment of long-term strategies,
short-term execution plans, people, processes, systems
and policies…
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… without losing track of the MONSTERS next door! (example of competitive landscape mapping for Ghana telecoms market 2009)
Static Dynamic
MTN losing positive perception due
to poor customer experience
?
“Everywhere”
“Cheap”
“Fresh & youthful”
“The sick man in our
Ghanaian family …” Positioning
TBC
Positioning
TBC
Personable
& warm
Corporate &
cold ?
?
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Therefore – A robust commercial framework is essential to build a successful brand across multiple geographies
TARGET CUSTOMER SEGMENTS
SEGMENTED VALUE PROPOSITIONS (products, services, pricing, promotions)
THE RESULTS (brand value, sales, market shares, revenues, EBITDA)
BRAND POSITIONING: VISION + STRATEGY + VALUES + PURPOSE
BRINGING IT TO LIFE: THE EXPERIENCE WHEEL (through all customer touch points)
1
2
3
4
5
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What implementation takes: structure, discipline and
persistency – coupled with flexibility and diversity
1. Clear positioning: vision + strategy + values + purpose
2. Clear understanding of target customer segments, competitive positioning and resulting opportunities
3. Robust commercial framework to drive execution in multiple geographies
4. Deep understanding of local circumstances and cultures
There is no such thing as “Africa” and the “Middle East”: the region is extremely diverse with thousands of cultures and languages, and many different religions. Copy & Paste does not work! This does NOT mean compromising on the brand’s positioning which should be universal.
5. Iron discipline and persistency
Remote management does NOT work. Be prepared to go deep into operations and get your hands dirty!
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Doing it right will create magic and make your brand
the HERO of the community!
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We are here to help :)
CONTACT US Thibaud Weick +20 (0)122 060 4047
Hazem El Senoussi +20 (0)100 179 5123
Mariette Nebuloni +27 (0)83 604 0192
mortimerharvey.com Let us help you pursue your objectives in this promising investment arena. We look forward to partnering with you to optimise your business dealings in Africa and the Middle East.
Thank you شكرا
Merci Obrigado
Asante E se
Imeia Nagode
