Brands at the Speed of Life - Designing a purposeful brand, powerful experiences and the organisation
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This document discusses strategies for strong brand management in today's digital world. It contains the following key points: 1. Brands need to create powerful experiences that remove friction for customers and focus on meeting personal needs through design thinking. 2. Strong brand management requires understanding customers as people rather than just consumers, and mapping touchpoints to create interventions that deliver value. 3. Organizations must empower their marketing functions through clear vision, empowered teams, and building competencies to ensure internal and external consistency that drives business impact.
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Brands at the Speed of Life - Designing a purposeful brand, powerful experiences and the organisation
- 2. BEST GLOBAL BRANDS 2015 All trademarks, logos, brands, and product names referred to in Best Global Brands are the property of their respective trademark owners. Interbrand does claim any affiliation, sponsorship, or endorsement with any owner or mark.
- 3. B Financial Forecast $ % Role of brand Brand strength Brand" value Interbrand’s Brand Valuation Methodology 3
- 4. The overall value of the entire table is up 7.4% (from $1.6 trillion to $1.72 trillion) 4
- 5. While there are 15 automotive brands in total, the 13 technology brands truly dominate the ranking—making up more than a third of its value (33.5% of the total table value) 5
- 6. 1 2 3 4 5 6 7 8 9 10 +43% $170,276 +12% $120,314 –4% $78,423 +11% $67,670 –10% $65,095 +16% $49,048 0% $45,297 –7% $42,267 –6% $39,809 +29% $37,948 Top 10 Brands ($ in U.S Millions) 6
- 7. +54% $22,029 +43% $170,276 +29% $37,948 +22% $10,944 +19% $9,082 +17% $6,257 +17% $7,243 +17% $5,551 +16% $6,266 +16% $5,130 23 2015 29 2014 1 2015 1 2014 10 2015 15 2014 41 2015 46 2014 49 2015 56 2014 68 2015 77 2014 59 2015 66 2014 76 2015 88 2014 67 2015 76 2014 86 2015 92 2014 Top Risers ($ in U.S Millions) 7
- 8. Age of Identity Age of Value Age of Experience Age of You Brands act as " a tool to identify and differentiate offering Brands leveraged " as assets to improve business decision making Brands inspire new products and services to become a connected ecosystem Brands strive " to become an intelligent and personal partner 8
- 9. 9
- 10. Creating a world that’s designed around our personal needs 10
- 11. At it’s heart digital is a triumph of design thinking 11
- 12. 1. Designing a strong purposeful brand 12
- 13. 13 Why?
- 14. Profit as an outcome, not a single minded focus… 14
- 15. …brand is more than just a badge 15
- 16. Where the brand connection is made through storytelling 16
- 17. Stories that cut across the generations. From reborn boomers… 17
- 18. ….to Gen Z who will shortly be running your company… 18
- 19. …to Gen Alpha, who are just getting started 19
- 20. 20 To tell a great story, you have to live a great story
- 21. Have beliefs 21
- 22. 22 Be a storydoer, not just a storyteller
- 24. Create different futures, based on your values 24
- 25. 25
- 26. 82 $5,362 26
- 27. 2. Designing powerful brand experiences 27
- 28. Powerful experiences create enduring competitive advantage Uber, the world’s largest taxi " company, owns no vehicles. " Facebook, the world’s most " popular media owner, creates" no content and Airbnb, " the world’s largest accommodation provider, owns no real estate. " " Tom Goodwin, SVP Strategy and Innovation, Havas Media 28
- 29. Design thinking drives better outcomes 29
- 31. Map where they spend time, what they value & where your brand collides 31
- 32. Remove friction and create powerful interventions Understand where the value is and how much to invest • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante • Quisque maximus mauris • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictum odio vitae elit dapibus pulvinar. Aliquam eros mauris, ultrices vitae congue . Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictu. Personas Persona name Touchpoint and role of touchpoint • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante • Quisque maximus mauris • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictum odio vitae elit dapibus pulvinar. Aliquam eros mauris, ultrices vitae congue . Persona name • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante • Quisque maximus mauris • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictum odio vitae elit dapibus pulvinar. Aliquam eros mauris, ultrices vitae congue . Persona name • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante • Quisque maximus mauris • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictum odio vitae elit dapibus pulvinar. Aliquam eros mauris, ultrices vitae congue . Persona name • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante • Quisque maximus mauris • Nam lacinia tortor vitae metus • Aliquam vel sem nec ante Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus dictum odio vitae elit dapibus pulvinar. Aliquam eros mauris, ultrices vitae congue . Persona name 32
- 33. Create powerful hallmark experiences & remove friction 33
- 35. See the world through new eyes 35
- 37. Fuel your brand 37
- 38. Use data to predict the future, not analyse the past 38
- 40. Get ready for a world without interfaces 40
- 42. Embrace the power of artificial intelligence 42
- 43. Services that help us live better lives 3. (Re) Designing the organisation 43
- 44. Strong masterbrands deliver superior growth and mitigate risk Source: Interbrand analysis of Best Global Brands Benefits of the Masterbrand: • Strongly engage, both internally and externally • Create differentiation • Build consistency across the portfolio 0% 10% 20% 30% 40% 50% 60% 70% 2005 2006 2007 2008 2009 2010 2011 2012 2013 TOTAL REVENUE GROWTH, 2005-2013! Strong master brand strategy Weak/inconsistent master brand strategy 44
- 45. Designing a strong brand requires strong internal management 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. 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). 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. Governance The existence of an operating model for the brand that enables the effective and efficient execution of the brand strategy 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. EXTERNAL! FACTORS! INTERNAL! FACTORS! Differentiation The degree to which customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition. 45
- 46. A strong masterbrand… Brand Experience Marketing Strategy Brand Positioning 46 Shaping the way the world sees your brand
- 47. …is driven by a strong marketing capability Vision for the Function Empowered Team and operating model Talent, Skills, Platforms Brand experience Marketing Strategy Brand Positioning Shaping the way the world sees your brand Building the function that drives the delivery 47
- 48. Three core drivers for a strong brand/marketing function 1. Clear and inspiring vision 2. Empowered marketing organization 3. Competencies, skills and platforms How What Why 48
- 49. Organisational strategies Universal leverage of marketing materials UniversalleverageofCompetencies Builder! Orchestrator! Pilot!Supporter! 49
- 50. From Supporter to Builder OPPORTUNITY! INTEGRATED EMPOWERING PROACTIVE SILOED CONTROLLING REACTIVE INSIGHT! vvv 50
- 51. Organization Create an Insights " and Analytics team Integrate identity, experience, " and governance Combine advertising " and sponsorship execution Create a Marketing " Operations team Establish a specialized group focused on sponsorships " and media acquisition Develop specific organization changes for Phase 2: Orchestrator Supporter to Builder Roadmap OPPORTUNITIES! CONTROLLING EMPOWERING SILOED INTEGRATED REACTIVE PROACTIVE Ways of Working Create cross-functional interdisciplinary, BU-specific teams to better align to BU objectives and create stronger integration Implant BU employees into teams in BU liaison role to increase collaboration and efficiency Develop specific ways of working changes for Phase 2: Orchestrator Process, Training, Tools Marketing operating model Create annual planning process " & summit agenda Inc. aware of mktg’s value Develop brand toolkit consisting " of frameworks to execute brand activities Integrate “brand” into new hire onboarding process Develop Brand University to scale brand programs Agency evaluation tools Develop specific activities/ initiatives for Phase 2: Orchestrator 51
- 52. BUSINESSIMPACT! COMPETENCY GAP! LEVERAGING INSIGHTS PRODUCT & EXPERIENCE DESIGN CONSUMER INSIGHTS VOICE & MESSAGING DIGITAL STRATEGY AGENCY MANAGEMENT COMPETITIVE ANALYSIS INTEGRATED MARKETING COMMS TRIAL & TRAFFIC CONSUMER PURCHASE JOURNEY PRICING INNOVATION STRATEGY BRAND ARCHITECTU RESEGMENTATI ON BRAND FOR NON-BRAND DNA/BRAND POSITIONING /VALUE PROP MROI MEASUREME NT & TRACKING NAMING CLAIMS & DEMOS COMMS EFFECTIVENESS Creating Learning & development strategies 52
- 53. Optimizing effectiveness and efficiency Present marketing challenge and KPIs to Steering Team 1. CREATIVE BRIEFING PROCESS! Develop creative brief and supporting communications plan Discuss creative challenge, KPIs and necessary creative success metrics 2. CORE IDEA DEVELOPMENT! Develop functional creative briefs 3. AGENCY BRIEFING PROCESS! Review briefs with one on one calls with agencies Develop creative concepts based on core idea 4. CREATIVE CONCEPTING! Review creative concepts with one on one calls with agencies 5. FEEDBACK AND FOLLOW UP! Project/Campaign- in-review presentation and feedback round- robin TOOLKITDEPLOYMENT! Alignment Meeting Present brief and plan to WW Team Develop integrated core idea Formal core idea approval Meet with BG Geo. Leads to ensure transparency, buy-in and understanding and streamline Core idea presentation and overview for functional brief development Formal functional creative brief approval Present final functional creative briefs to WW Team Creative presentations from each Brand Union agency and alignment on toolkit development Formal functional creative concept and toolkit approval Present final creative toolkits to WW Team Gather usage and performance data from BG and Geo. Leads and insights on co-working from all Brand Union Agencies Develop overall insights, findings and campaign-in- review Formal brief and communications plan approval Present core idea to WW Team Alignment Meeting Core WW Team Pilot Agency Steering Team Functional agencies Full Brand Union Alignment Meeting Alignment Meeting Revisions based on streamlined feedback
- 54. Going from MarTech to AdTech 26 AT&T, a long-term trusted partner 54