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Brand pioneers 19 June Effective Brands

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Presentation Kerry Kyd of Effective Brands during the Brand Pioneers knowledge session June 19th in Utrecht.

Presentation Kerry Kyd of Effective Brands during the Brand Pioneers knowledge session June 19th in Utrecht.

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  • India and China as upcoming powers, better ways of communication (www), cheaper to travel
  • Chinese youth are a book of paradoxes. They live amongst the fastest changing group of people in the world, constantly bumping up against local and global changes. They are bombarded with strong influences from both western and traditional Chineseculture at every turn, both new and old, hip and ancient, blending new ideas and traditional culture into the fabric of daily life, thought and output
  • We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
  • We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
  • We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
  • We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing
  • Since establishing a global purposeful positioning, AkzoNobel has for the first time been able to roll out a globally aligned communications campaign for Dulux – ‘Let’s Colour’ – that aims to transform and revitalise rundown neighbourhoods in major cities across the globe. The response from consumers, municipalities and corporations has been enormously enthusiastic. This never would have been achievable under the former brand positioning. Thanks to the tour of Brand SessionsTMall local markets are now aligned with the vision and have a concrete roadmap to the new positioning. Furthermore, an ‘adding color to the AkzoNobel offices’ program has helped revitalize the purpose in the office, fueling internal passion and alignment.Hyperlink: http://www.ted.com/initiatives/aws/dulux_walls.html
  • USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
  • USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
  • USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
  • USA – individual progress as a part of your evolution and identityChina- progressing together with integrity and respect for traditions and our shared identity
  • Finger image
  • We were in Shanghai recently in September to celebrate the launch of our latest book : the global brand ceoWith a conference around the same theme of today’s discussion: what it takes to win in global marketing

Brand pioneers 19 June Effective Brands Brand pioneers 19 June Effective Brands Presentation Transcript

  • June 2012Unleashing Global Marketing Potential™Erasmus – May 16th • Page 1 Unleashing Global Marketing Potential™
  • Introductions Kerry Kyd Director at EffectiveBrandsUnleashing Global Marketing Potential™Erasmus – May 16th • Page 2
  • Thomas FriedmanUnleashing Global Marketing Potential™Erasmus – May 16th • Page 3
  • Global Youth CultureUnleashing Global Marketing Potential™Erasmus – May 16th • Page 4
  • Chinese YouthUnleashing Global Marketing Potential™Erasmus – May 16th • Page 5
  • The rise of Social mediaUnleashing Global Marketing Potential™Erasmus – May 16th • Page 6
  • Marketing Organizations are GlobalizingUnleashing Global Marketing Potential™Erasmus – May 16th • Page 7
  • What’s New Today almost every marketer works for or competes against a global brand. Just ten years ago things were very differentUnleashing Global Marketing Potential™Erasmus – May 16th • Page 8
  • Choice • Global vs LocalUnleashing Global Marketing Potential™Erasmus – May 16th • Page 9
  • Different school’s of thought• BRAND CENTRIC • CONSUMER CENTRIC• VISIONARY LEADERSHIP • BUILT IN FLEXIBLITY• LONG TERM PLANNING • SHORT TERM RESPONSIVENESS• 1 STRATEGY FOR ALL • A NEW STRATEGY EVERYWHERE• 1 CAMPAIGN EVERYWHERE • A CAMPAIGN FOR EVERY SITUATIONUnleashing Global Marketing Potential™Erasmus – May 16th • Page 10
  • This is a False Choice Risk of Risk of Narcissism Hyper-adaptation Expression Mirroring Culture Purposeful Positioning Perception Internal External Reflection Impression Inspired by Tibor van BekkumUnleashing Global Marketing Potential™Purposeful Positioning Whiskas • Page 11
  • HOW DO YOU FIND BALANCE?Unleashing Global Marketing Potential™Erasmus – May 16th • Page 12
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore 2002: Leading Global Brands™ Study 250 Global Brands - 21,500 ContributorsUnleashing Global Marketing Potential™Erasmus – May 16th • Page 13
  • Drivers of Effective Global Brands The WHAT balancing long term and short term relevance :Unleashing Global Marketing Potential™Erasmus – May 16th • Page 14
  • Drivers of Effective Global Brands .. And The HOWto manage the complexity Unleashing Global Marketing Potential™ Erasmus – May 16th • Page 15
  • Finding Universal Truths requires us to go deeperUnleashing Global Marketing Potential™Erasmus – May 16th • Page 16
  • And to insightfully tap in to the long term hotbuttons that people care about BEFORE THERE KNOW THAT THEY DOUnleashing Global Marketing Potential™Erasmus – May 16th • Page 17
  • Foresight requires us to think ahead WHERE ARE PEOPLE WHAT DO PEOPLE WHAT CHALLENGES WILL GOING? ASPIRE TO? THEY FACE IN THE FUTURE WHERE DO WE WANT TO TAKE THEM?Unleashing Global Marketing Potential™Erasmus – May 16th • Page 18
  • And then to use this foresight to fuel our brand’s with purposeUnleashing Global Marketing Potential™Erasmus – May 16th • Page 19
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore love That inspire experiences that peopleUnleashing Global Marketing Potential™Erasmus – May 16th • Page 20
  • Using foresight to reinvigorate the brand FROM: TO: SELLING SUCCESS VALIDATING PROGRESSSTATIC , EXCLUSIVE AND DYNAMIC , INCLUSIVE AND BACKWARD LOOKING FORWARD LOOKING
  • That gives a brand purposeCHAMPIONING PROGRESS
  • And drives a brand to make a positive impact on the world Challenging perceptions of beautyMEMBERS CLUB TO UNITE MEN WHO VALUE & PURSUEPROGRESS
  • This has the power to inspire Big Ideas 24
  • That can be rejuvented time and time againProgressing together with integrity and Individual progress as a part of yourrespect for traditions and our shared evolution and identityidentity 25
  • And in different and inspiring ways 26
  • 27
  • Having purpose and foresight is not enough 28
  • DoveUnleashing Global Marketing Potential™Erasmus – May 16th • Page 29
  • Greenpeace Dove ParodyUnleashing Global Marketing Potential™Erasmus – May 16th • Page 30
  • Consumers determine the agenda …Unleashing Global Marketing Potential™Erasmus – May 16th • Page 31
  • KitkatastropheUnleashing Global Marketing Potential™Erasmus – May 16th • Page 32
  • Kitkatastrophe made worse by Nestlé themselvesUnleashing Global Marketing Potential™Erasmus – May 16th • Page 33
  • Kitkatastrophe made worse by Nestlé themselvesUnleashing Global Marketing Potential™Erasmus – May 16th • Page 34
  • Drivers of Effective Global BrandsUnleashing Global Marketing Potential™Erasmus – May 16th • Page 35
  • Thank You NEW YORK AMSTERDAM 648 Broadway, Ste 502 Singel 540 New York, NY 10012 1017 AZ Amsterdam USA The Netherlands T: +1 212 358 9638 T: +31 20 330 2636 LONDON SINGAPORE 3 Plough Yard 17A Duxton Road London EC2A 3LP Singapore 089483 United Kingdom Singapore T: +44 20 7456 9620 T: +65 6221 3693 info@effectivebrands.comUnleashing Global Marketing Potential™Erasmus – May 16th • Page 36
  • Unleashing Global Marketing Potential™Erasmus – May 16th • Page 37