Kríti, September 15, 2006
Brand:RelationsBerlin
To be or not to be
Regional marketing as a crucial success factor
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Overview
1. Why am I here today?
2. What do I want to share with you?
3. Where do we go from here?
3 | September 15, 2006 | Brand:Relations Berlin
Ankara
Arhus
Belgrade
Bratislava
Copenhagen
Dublin
Helsinki
Istanbul
Lisbon
Ljubljana
Madrid
Oslo
Sofia
Stockholm
Pleon Europe Associates AmsterdamBerlinBonnBrussel – BruxellesBucureştiBudapestDresdenDüsseldorfFrankfurtGenève GenovaGrazHamburgKievKlagenfurtLeipzigLinzLondonMilano MoskwaMünchenParisPrahaRomaSalzburgStuttgartTielWarszawaWienZagrebZürich
Pleon – a truly European Consultancy
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NORTH-AMERICACanada United States (6)
SOUTH-AMERICA ArgentinaBrazilChileColombiaMexicoPanamaPeru
AFRICA South Africa
AUSTRALIA AustraliaNew Zealand
30 offices in 24 countries outside Europe
ASIAChina
Hong KongIndia
IndonesiaJapanKorea
MalaysiaNepal
PhilippinesSingaporeSri Lanka
TaiwanThailand
A European firm in a worldwide organisation
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European Commission
20.0000 Civil Servants
European Parliament
732 MEP, 5.000 Civil Servants and right hands
Council
25 Member States5.000 Civil Servants &
25 Permanent Representations
Lobbyists
20.000 Permanent (like American Chamber of
Commerce or endless, daily caravans
Don’t fall down on European issues.
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Overview
1. Why am I here today?
2. What do I want to share with you?
3. Where do we go from here?
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To be or not to be
Do the target groups know your region exists?
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Our goal: highlighting your region on the European map – as a strong regional brand
Cheese
Netherlands
Etc.
A regional brand takes shape in the target groups’ perception.
?
Your region
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Our travel guide: the five Brand:Essentials
1. Target group-oriented: a star needs fans, a regional brand needs its target groups.
2. Strategic: when times are changing, be sure to make the change.
3. Authentic: where others put on airs, stand out by being yourself.
4. Down-to-earth: if others beat around the bush, be the perfect gardener.
5. Consistent: others may make much ado about nothing; stick to your brand’s essentials.
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If a star needs fans, a brand needs its target groups
Do whatever you want – but you do it in a wayyour target groups understand.
Target group-oriented
Brand:Essentials
1
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Characteristics:
- Over 40 years of age
- Willingness to pay high prices
- Scepticism about short-lived trends
Characteristics:
- Over 40 years of age
- Low willingness to pay high prices
- Scepticism about innovations
Characteristics:
- Under age of 40
- Willingness to pay high prices
- Scepticism against mainstream / bulk offers
Characteristics:
- Under age of 40
- Low willingness to pay high prices
- Scepticism against individualism
As of: 12/2005, Sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000
Harmony environment
Entertainment environment
Level environment
Self-realisation environment
Key environments
Characterisation of the different environments Characteristics of the target groups, sample selection
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What counts:
- Avant-garde
- Individuality
- Subtlety
- Creativity
What counts:
- Quality
- Expertise
- Authenticity
- Exclusiveness
What counts:
- Order
- Continuity
- Security
- Family
What counts:
- Action
- Emotionalisation
- Group
- Fun
As of: 12/2005. Sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000
Harmony environment
Entertainment environment
Level environment
Self-realisation environment
Key environments
The environments‘ brand aestheticsCharacteristics of the target groups, sample selection
Qu
alit
y co
nce
pts
trad
itio
nal
pro
gre
ssiv
e
Basic cultural orientation
High Culture Pop Culture
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As of 11/2006; sources: “Erlebnisgesellschaft” 2000, Sinus-Modell / Sociovision 2004, “Markenästhetik” 2000
High-level environment
Example: forms of tourismA selection
Harmony environment
Entertainment environmentSelf-realization environment
Culture tourism
Individualist tourism
Mass tourism
Package holidays
Day trips
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An example: Finland‘s brandingProducts, famous people and self-presentation*
Product brands Personal brands
Self-presentation tourism
* German business-to-consumer target groups, sample selection of Finnish brands, famous people and tourism offer, positioning in the Brand:Face according to brand aesthetics and user structure; as of: 10/2005
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Which core values does Finland stand for? Aspects communicated in German and Spanish media
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When times are changing, be sure to make the change
Strategic and sustainable moves can build a strongregional brand.
Strategic
Target group-oriented
Brand:Essentials
2
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Level environment Harmony environment
Self-realisation environment
Strategic brand profiling of Mecklenburg-Vorpommern
2003/2006: Results of Brand:Face Quick-Check; 2010: Target
20062010
2003
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Where others put on airs, stand out by being yourself
Your region’s brand profile must comprise authentic topicsand products.
AuthenticStrategic
Target group-oriented
Brand:Essentials
3
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An authentic topic: Ostseesteinlachs (Baltic whitefish)
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If others beat around the bush, be the perfect gardener
Authentic
Strategic
Target group-oriented
Down-to-earth
Everything you do is for the benefit of your brand.
Brand:Essentials
4
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Systematically building a piece of cultural history: Albrecht von Wallenstein
– Student competition
– Symposium
– Business magazine
– Dynastic route
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Others may make much ado about nothing; stick to your brand’s essentials
Authentic
Strategic
Target group-oriented
Down-to-earthConsistent
Brand:Essentials
You want recognition from your friends – your regional brand wants recognition from its target groups.
5
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Level environment Harmony environment
Self-realisation environment
Expectations in the layoutSample selection
Styleabsichtliche Brüche, minimalistisch, sparsame Verwendung von Gestaltungselementen, Innovationen in Schrift und Satz
Structuregezielter Einsatz von Freiräumen, großflächig, Strukturierung als Gestaltungsmittel
Stylevielfarbig, überschaubar, konventionell, bewährte Schrift- und Satzmuster, Verdichtung und Hervorhebung der wichtigsten Informationen
Structurekleinteilig, keine Freiräume, starke Strukturierung zur Leserbindung
Stylebunt, spielerisch, plakativ, Vielfalt an Gestaltungselementen, Verdichtung und Hervorhebung der wichtigsten Informationen, Aufbrechen der bewährten Schrift- und Satzmuster, Adaption von Innovationen
Structurekleinteilig, keine Freiräume, starke Strukturierung zur Leserbindung
Style hochwertig, dezent, angemessen, ohne Brüche, bewährte Schrift- und Satzmuster, Layout als Mittel zum Zweck, nicht vordergründig zur Gestaltung
Structureklare Gliederung, gezielter Einsatz von Freiräumen
As of 10/2005; sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000Please note: The German terms are not translated into English, because their meaning might be different in another language than German.
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A strong and consistent brand presentation: the new corporate design
Sample publications of federal state, tourism board, and agricultural marketing organisation
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Familiarity ProfileStrong regional brand
– Target groups (in various international markets)
– Strategic and sustainable decisions
– Authentic topics and products
– Systematic branding
– Consistent brand appearance
To be or not to be:stick to the Brand:Essentials
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Strong regional brand
Brand:Essential Solution
Target groups Brand:Face
Strategic and sustainable decisions Brand:Strategy
Authentic topics and products Brand:Heritage, Brand:Topics
Systematic branding Brand:Management, Brand:Book
Consistent brand appearance Brand:Design, Brand:Communications
Brand:Relations is offering solutions
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And where is your region positioned as a brand?
* PLEON Kohtes Klewes Hausvogteiplatz 2, D-10117 Berlin Tel: +49 (0) 30. 72 61 39 - 833 Fax: +49 (0) 30. 72 61 39 - 890 www.pleon.com
Our position:52° 30’ 47.85” north – 13° 23’ 45.65” east*
PLEON Public AffairsAv. des Arts / Kunstlaan 44, B-1040 BrusselsFax: +32 (0)2. 2 13 40 - 49, www.pleon.com
Thank you for your attention
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Feel free to contact us
Frederick Waltz
Tel.: +49 (0) 30. 72 61 39 - 825
Frank G. Kurzhals
Tel.: +49 (0) 30. 72 61 39 - 833
Dr. Hermann Drummer
Tel.: +32 (0)2. 2 13 40 - 44
This documentation is intended for presentation purposes only. The copyright is owned by Pleon.
The ideas and concepts referred to in this proposal are confidential and belong to Pleon. None of these ideas or concepts may be used or adapted without our prior written consent.
© Pleon Kohtes Klewes 2006