บรรยายวันที่ 8 กค สถาบันปัญญาภิวัฒน์

1. Branding in 2012

4. Srichand United Dispensary

5. Srichand United Dispensary

6. Srichand United Dispensary

7. Srichand United Dispensary

8. Srichand United Dispensary

9. today’s agenda
- the tools we used
- the process / knowledge and inspiration
- the results: the good and the ugly

10. We are in the world of
way to many products
way to many advertising material
less time to digest
= Marketing Nightmare

11. way too many choices

12. everyone is differentiate
in to the red ocean

13. the era of MT

14. the era of MT

15. the era of MT

16. the era of MT

17. the era of MT

18. the era of MT

19. the era of MT

20. the era of MT

21. the era of MT

22. the era of MT

23. the era of MT

24. the era of MT

25. change of definitions

26. change of definitions

27. systematic branding is more crucial than ever

28. Branding is story telling
nothing more nothing less

29. welcome to the new world
Consumer
Product Centric Values-driven
Oriented
Marketing Marketing
Marketing
credit : Marketing 3.0, Philip Kotler

30. Marketing
Activity
Brain + Will
power
Product

31. Brand building in a budget
is it possible?

32. one important thing :
When it comes to branding,
credit: The Brand Gap

33. one important thing :
When it comes to branding,
It’s not what you say it is
credit: The Brand Gap

34. one important thing :
When it comes to branding,
It’s not what you say it is
It’s what they say it is
credit: The Brand Gap

35. Analysis
Planning
Implementation
Measurement

36. Analysis
Planning
Measurement

37. Analysis
Planning

38. Analysis
Brand Building Block
Planning

39. Brand Advertising
⤷

40. Brand Advertising
Brand Engagement
Brand Blue Print
Brand Consensus
Brand Architecture
Brand DNA
Brand Audit

42. Brand Audit

43. BIG IDEA
Brand Audit

44. BluePrint
BIG IDEA
Brand Audit

45. Execution
BluePrint
BIG IDEA
Brand Audit

46. Brand Audit

47. Traditional Research

48. Qualitative Research

51. Quantitative Research

54. Does research really necessary?

55. Does research really necessary?
Yes, it’s necessary

56. Does research really necessary?
Yes, it’s necessary
but I find out later that it can also be much cheaper

58. keep in mind that

59. keep in mind that
Research is subjective

60. keep in mind that
Research is subjective
Most people say things they don’t
do and do things they don’t say

61. Any research data must be used with extreme caution
Always remember the new coke incident

62. another alternative
much more cost efficient for SMEs

63. Commonsense rule
The quick and dirty research

64. spend days with the client or where the client is

67. it’s all about the question asked

68. it’s all about the question asked
Better a rough answer to the right
question than a detailed answer to
the wrong one.

69. Finding the BIG Idea

70. Finding the Big Idea
how to convert logic to magic

71. Finding the Big Idea

72. Finding the Big Idea

73. Finding the Big Idea
what to they value
what do we value in our
stand for differentiation
credit: our beloved agency nudeJEH

74. Finding the Big Idea
what to they value
what do we value in our
stand for differentiation
credit: our beloved agency nudeJEH

75. Finding the Big Idea
magic is here
what to they value
what do we value in our
stand for differentiation
credit: our beloved agency nudeJEH

76. Finding the Big Idea
there are many method to find the magic

77. Finding the Big Idea
Luke William’s Disruptive Process

78. Finding the Big Idea
Disruptive Process

79. Finding the Big Idea
cliche’ for magazine industry
subscription sales model

80. Finding the Big Idea
but not for Tyler Brûlé
Founder of Monocle Magazine

81. Finding the Big Idea

82. Finding the Big Idea
retail Monocle goes for ￡5 per issue

83. Finding the Big Idea
retail Monocle goes for ￡5 per issue
subscription of 10 issues goes for￡80

84. Finding the Big Idea
retail Monocle goes for ￡5 per issue
subscription of 10 issues goes for￡80
where you will get online
archive access and a tote bag

85. Finding the Big Idea
retail Monocle goes for ￡5 per issue
subscription of 10 issues goes for￡80
where you will get online
archive access and a tote bag

86. another cliche’ for magazine industry Finding the Big Idea
several edition

87. another cliche’ for magazine industry Finding the Big Idea
several edition

88. another cliche’ for magazine industry Finding the Big Idea
several edition

89. another cliche’ for magazine industry Finding the Big Idea
several edition

90. another cliche’ for magazine industry Finding the Big Idea
several edition

91. another cliche’ for magazine industry Finding the Big Idea
several edition

92. another cliche’ for magazine industry Finding the Big Idea

93. another cliche’ for magazine industry Finding the Big Idea

94. another cliche’ for magazine industry Finding the Big Idea
one edition for over
60 countries

95. BluePrint

96. and finally, brand advertising

97. Brand Advertising
only one suggestion from me

98. Brand Advertising
only one suggestion from me
Find a Good agency

99. checking

100. be Original

102. Be Relevance

103. what is a notebook means to a person ?

105. life is a journey

106. Be Focus

107. Harley never try to compete on performance or technology

108. be One step ahead

110. Be Reliable

112. Be Inspirational

114. our brand building process

116. - sell only through limited channels in
southern region of Thailand
- many usage application
- no marketing activity

117. we want to expand
naively, we start advertising

118. expensive lesson learned

120. results?

121. results?
sales fluctuated by advertising period

122. so we are back to starting line again

123. the most important thing about re-branding is

124. the most important thing about re-branding is
what to change

125. the most important thing about re-branding is
what to change
what to keep

137. Branding and product extension

138. Branding and product extension
our product line extension will concentrated on our
strenth and value of brand. Anything apart from that will be
excluded.

139. Branding and product extension
our product line extension will concentrated on our
strenth and value of brand. Anything apart from that will be
excluded.
It’s always tempting to extended brand to unfamiliar
territory but be very careful

140. Focus Focus Focus

141. it’s impossible to sell your product to everyone

143. ศศิ
N. moon
syn:{รัชนี}{แข}{ดวง
จันทร-}{พระจันทร-}

146. better life through Oriental wisdom

147. represents Asian beauty secret through
best ingredient and craftsmanship
accumulated for over 60 years

148. proud of our history
proud of Asian culture
Independent and confident

158. Initial product concept
: we are all like a canvas, a piece of art needs to start with
a good canvas.

159. product specify on face and body preparation

160. product specify on face and body preparation
which means no make up

161. product specify on face and body preparation
which means no make up
Focus Focus Focus

162. Aki Miyajima

168. Integration : it’s all about the story

169. Integration : it’s all about the story
Rai Chan Ngarm GoodMoon
Process
Cosmeceutical Medicine

170. Integration : it’s all about the story

171. Integration : it’s all about the story
Natural Product

172. Integration : it’s all about the story
Natural Product
Reliability

173. Integration : it’s all about the story
Natural Product
Reliability
Craftsmanship

174. Idea Execution Funding

175. Region 1
1500
1125
750
375
0
2012 2013 2104 2015 2016 2017

176. The Brutal Truth
about Asian Marketing 3.0
Branding by Philip Kotler
by Joseph Baladi
What Women Want Why We Buy
by Paco Underhill by Paco Underhill
I miss my pencil
by Martin Bon
Change by Design Kara Johnson
by Tim Brown

177. Ten Deadly
Creative Advertising
Markeing Sins
by Mario Pricken
by Philip Kotler
The Brand Gap Disrupt
by Marty Neumeier by Luke William
A Little of the
Brandwashed
World
by Martin Lindstrom
by E.H Gombrich

178. Built to Love
Emotional Branding
by Peter Boatwright &
by Marc Gobe’
Jonathan Cagen
Designing Brand Identity Buyology
by Alina Wheeler by Martin Lindstrom
Business Model
Old Rules of Generation
Marketing are Dead by Alexander
by Timothy R Pearson Osterwalder & Yves
Pigneur