The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10

THE AGE OF YOU BERTRAND CHOVET

#ageofyou @interbrand @bertrandchovet

Brand is one of the last remaining sources of competitive advantage

BEST GLOBAL BRANDS 2014 BRAND VALUATION

THREE ANALYSIS COMBINED DELIVER THE BRAND VALUE BRAND VALUATION

Financial analysis Economic earnings of the brand’s current and future revenue stream

Role of Brand How much the brand matters in the customer’s purchase decision

Brand Strength How well the brand influences the purchase decision relative to competitors

Brand value

$

% B

WE MEASURE THE LEVERS FOR SUSTAINABLE DEMAND BRAND STRENGTH

Employees (Current & Prospective)

Customers (Current & Prospective)

Clarity Clarity internally about what the brand stands for and its values, positioning and proposition. Clarity too about target audiences, customer insights and drivers. Because so much hinges on this, it is vital that these are articulated and shared across the organization.

Commitment Internal commitment to brand, and a belief internally in the importance of brand. The extent to which the brand receives support in terms of time, influence, and investment.

Protection How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or design, scale or geographical spread.

Responsiveness The ability to respond to market changes. challenges and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.

INTERNAL FACTORS

Authenticity The brand is soundly based on an internal truth and capability. It has a defined heritage and a well grounded value set. It can deliver against the (high) expectations that customers have of it.

Relevance The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.

Differentiation The degree to which customers/ consumers perceive the brand to have a differentiated positioning distinctive from the competition.

Consistency The degree to which a brand is experienced without fail across all touchpoints or formats.

Presence The degree to which a brand feels omnipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media.

Understanding The brand is not only recognised by customers, but there is also an in-depth knowledge and under-standing of its distinctive qualities and characteristics (Where relevant, this will extend to consumer understanding of the company that owns the brand).

EXTERNAL FACTORS

TOP 10 BEST GLOBAL BRANDS 2014

STRONG BRANDS DELIVER SUPERIOR RETURNS BRAND & MARKET VALUE

Best Global Brands portfolio versus S&P 500 and Morgan Stanley Composite World Index

50

100

150

200

250

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Inde

xed

to 2

000

valu

es e

qual

ing

100

BGB 100 S&P 500 MSCI World

Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands

GAFA BEST GLOBAL BRANDS 2014

2014 Rank Brand Brand Value Change in Brand value

01 118 863 $m +21%

02 107 439 $m +15%

15 29 478 $m +25%

29 14 349 $m +86%

GAFA BRAND VALUE BEST GLOBAL BRANDS

50

100

150

200

250

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Inde

xed

to 2

000

valu

es e

qual

ing

100

BGB 100 S&P 500 MSCI World

0

20000

40000

60000

80000

100000

120000

140000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Apple Google Amazon Facebook

Bra

nd v

alue

$m

Apple, Google, Amazon, Facebook brand value evolution

The function of brand has evolved

AGE OF IDENTITY

AGE OF VALUE

AGE OF EXPERIENCE

AGE OF YOU

THE FUNCTION OF BRAND HAS EVOLVED

AGE OF IDENTITY

AGE OF VALUE

AGE OF EXPERIENCE

AGE OF YOU

Brand acted as a tool to set offerings apart

Brand was leveraged to improve decision making

Brand became the higher purpose that inspired a connected ecosystem

Brand is becoming the consumer’s partner

THE AGE OF IDENTITY

INCREASED CHOICE THE AGE OF IDENTITY

THE AGE OF IDENTITY

BUSINESS ROLE

The brand was the identifier of business

THE AGE OF IDENTITY

BUSINESS ROLE

Its goal was differentiation and identification

THE AGE OF IDENTITY

BRAND BEHAVIOR

One-way traffic

THE AGE OF IDENTITY

MEASUREMENT

Awareness

THE AGE OF IDENTITY

ORGANISATIONAL ROLE Finance

Human Resources

Sales

Marketing

Marketing/Operations

Distribution

R&D

Brand Business Strategy

CREATING AND MANAGING IDENTITY

OUR EVOLVING ROLE

THE AGE OF IDENTITY

KEY DELIVERABLES 38%

38%

37%

34%

32%

29%

28%

26%

26%

26%

24%

22%

22%

19%

16% 15%

14% 13%

11% 9%

8% 7%

Driving brand, product or service innovation

Optimizing customer experiences and touch-points

Optimizing our go-to-market strategy

Engaging employees

Providing customer understanding and insight

Big data analytics, modeling and RoI analytics

Measuring and valuing the brand

Refining brand messaging and tone of voice

Content strategy

Shaping social media strategy

(Re) - Defining positioning and proposition development

(Optimizing brand portfolio/brand architecture strategy

Leading the digital strategy

improving brand management support

Advising merger and acquisition strategy Implementing the brand

Leveraging corporate citizenship activities (corporate social responsibility) Designing spaces and environments Evolving logo and/or visual identity

Designing videos/motion (corporate films, brand videos, logo animation) Designing product packaging

Providing the right names (naming architecture) for our product offerings

THE AGE OF VALUE

PROVING ROI THE AGE OF VALUE

A seat at the table

BUSINESS ROLE THE AGE OF VALUE

Brand became a business asset “Most Useful Rankings to CEOs” —PR Week 1. Fortune 500 2. Best Companies to Work for 3. Interbrand’s Best Global Brands

BRAND BEHAVIOR THE AGE OF VALUE

Better understanding of the customer…

BRAND BEHAVIOR THE AGE OF VALUE

…to create reactive, two-way dialogue

MEASUREMENT THE AGE OF VALUE

Understanding the creation of value

Business Strategy

THE AGE OF IDENTITY

Finance

Human Resources

Sales

Marketing

Distribution

R&D

Brand


Brand Strategy

Business Strategy

ORGANISATIONAL ROLE

CREATING AND MANAGING IDENTITY +

MEASURING AND MANAGING VALUE

OUR EVOLVING ROLE

THE AGE OF VALUE

KEY DELIVERABLES 38%

38%

37%

34%

32% 29%

28% 26% 26%

26%

24% 22% 22%

19% 16%

15%

14%

13%

11%

9%

8%

7%

Driving brand, product or service innovation

Optimizing customer experiences and touch-points

Optimizing our go-to-market strategy

Engaging employees

Providing customer understanding and insight Big data analytics, modeling and RoI analytics

Measuring and valuing the brand Refining brand messaging and tone of voice

Content strategy

Shaping social media strategy

(Re) - Defining positioning and proposition development (Optimizing brand portfolio/brand architecture strategy

Leading the digital strategy improving brand management support

Advising merger and acquisition strategy

Implementing the brand

Leveraging corporate citizenship activities (corporate social responsibility)

Designing spaces and environments

Evolving logo and/or visual identity

Designing videos/motion (corporate films, brand videos, logo animation)

Designing product packaging


THE AGE OF EXPERIENCE


INTEGRATED CUSTOMERS

Power shift from the brand to the consumer

A SYMBOLIC SHIFT THE AGE OF EXPERIENCE

BEST GLOBAL BRANDS 2013 BEST GLOBAL BRANDS 2014

THE AGE OF IDENTITY

ORGANISATIONAL ROLE

Business Strategy


Finance

Human Resources

Sales

Marketing

Distribution

R&D


Brand Strategy

Business Strategy

ORGANISATIONAL ROLE


ORGANISATIONAL ROLE


BRAND BEHAVIOR

1 2 3 4 5 PURPOSE-

CENTRICITY TWO-WAY

COLLABORATION AND INNOVATION

FROM INTERNAL

“LADDERS” TO “LATTICES”

LIVING, CONTEXTUAL EXPERIENCES

DATA HUMANIZATION


PURPOSE-CENTRICITY


TWO-WAY COLLABORATION AND INNOVATION

Consumers

FROM INTERNAL ‘LADDERS’ TO ‘LATTICES’

Consumers Consumers Consumers

becomes…

Consumers Consumers Consumers Consumers



LIVING, CONTEXTUAL EXPERIENCES


DATA HUMANIZATION


MEASUREMENT

OUR EVOLVING ROLE

CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE +

INTEGRATING SEAMLESS EXPERIENCES

38% 38% 37%

34% 32%

29%

28%

26%

26% 26%

24%

22%

22%

19%

16%

15%

14%

13%

11%

9%

8%

7%

Driving brand, product or service innovation Optimizing customer experiences and touch-points

Optimizing our go-to-market strategy Engaging employees

Providing customer understanding and insight

Big data analytics, modeling and RoI analytics

Measuring and valuing the brand

Refining brand messaging and tone of voice

Content strategy Shaping social media strategy

(Re) - Defining positioning and proposition development

(Optimizing brand portfolio/brand architecture strategy

Leading the digital strategy

improving brand management support

Advising merger and acquisition strategy

Implementing the brand

Leveraging corporate citizenship activities (corporate social responsibility)

Designing spaces and environments

Evolving logo and/or visual identity

Designing videos/motion (corporate films, brand videos, logo animation)

Designing product packaging



KEY DELIVERABLES

OUR EVOLVING ROLE

CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE + INTEGRATING SEAMLESS EXPERIENCES +

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THE AGE OF YOU

THE AGE OF YOU

PERSONALIZATION

THE AGE OF YOU

PERSONAL BRANDING THROUGH DIGITAL

THE AGE OF YOU

PREDICTIVE INTELLIGENCE

THE AGE OF YOU

ALWAYS BE IN BETA

THE AGE OF YOU

CONTEXTUAL MAGIC

OUR EVOLVING ROLE

CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE + INTEGRATING SEAMLESS EXPERIENCES +

MAKING BUSINESS PERSONAL