World Newspaper Congress 11: Session Branding, Jeff Shafer
 

World Newspaper Congress 11: Session Branding, Jeff Shafer

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    World Newspaper Congress 11: Session Branding, Jeff Shafer World Newspaper Congress 11: Session Branding, Jeff Shafer Presentation Transcript

    • 63rd WORLD NEWSPAPER CONGRESS Session: Branding Title: Building a Next Generation Speaker: Jeff Shafer Mark your calendar64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
    • Building a Next GenerationGlobal Brand Jeff Shafer VP, Global Corporate Communications
    • Lenovo is… A $21B technology company with 27,000 people in 100+ countries and customers in 160+ countries.4© 2011 Lenovo Confidential. All rights reserved.
    • We Make PCs, Tablets, etc… “Sleekly “This designed, beautifully “A product thoughtful ThinkPad constructed” strategy focused is on game- a near-perfect machine.” IdeaPad changing plays.” U2605© 2011 Lenovo Confidential. All rights reserved.
    • Our unique heritage…6 © 2011 Lenovo Confidential. All rights reserved.
    • How big are we? As big as… Bigger than… Based on FY 2010-11 Revenue7 © 2011 Lenovo Confidential. All rights reserved.
    • But the business is ahead of the brand US GERMANY JAPAN RUSSIA INDIA BRAZIL MEXICO 1 59% 42% 34% 54% 57% 53% 70% 2 55% 39% 28% 45% 57% 50% 47% 3 51% 38% 24% 33% 33% 35% 38% 4 27% 31% 22% 28% 29% 33% 38% 5 Toshiba 27%HP 29%Apple 18%Sony 27%Acer 27%Positivo 24%Apple 32% 6 Acer 25%Samsung 27%Toshiba 14%Apple 24%HCL 24%Acer 22%Acer 31% 7 Asus 12%Asus 25%HP 9%Toshiba 18%Compaq 19%LG 18%Compaq 24% 8 Compaq 7%Toshiba 15% 8% 13%Apple 17%Toshiba 15% 12% 9 7%Medion 12% Dell 12%Samsung 14% 12%Samsung 9% 10 8% LG 3% Samsung 12%LG 8%8© 2011 Lenovo Confidential. All rights reserved.
    • “...a change in forces powering global technology.” −Financial Times  More competitors, new competitors  Convergence and new technologies transforming the industry  Customers and enterprises have more choices9© 2011 Lenovo Confidential. All rights reserved.
    • We must build a POWER BRAND10© 2011 Lenovo Confidential. All rights reserved.
    • Three Principles of a Power Brand11© 2011 Lenovo Confidential. All rights reserved.
    • How do you start? POWER Audience BRANDS Products Company12© 2011 Lenovo Confidential. All rights reserved.
    • Looking at the Audience: The “Net Generation” • 16 to 35-year-olds • Defining global consumer culture • A growing force in the world economy • The new ‘scrutinizers’; used to being marketed to • It’s where the money is • Tomorrow’s workforce • The “Arbiters of Cool”13© 2011 Lenovo Confidential. All rights reserved. Creative, Optimistic >
    • Look at our Company.  Highly networked, polycentric & diverse  Uniquely flexible  Redefining “global” “A next generation global enterprise…”14© 2011 Lenovo Confidential. All rights reserved.
    • Look at our Products “Sleekly “This designed, beautifully “A product thoughtful constructed” strategy focused ThinkPad is on game- a near-perfect machine.” IdeaPad changing plays.” U26015© 2011 Lenovo Confidential. All rights reserved.
    • Play Anthem video here
    • © 2011 Lenovo Confidential. All rights reserved.
    • We Make
    • ADVERTISING PACKAGING & EXPERIENCE CORPORATE ID LENOVO SALES PEOPLE RETAIL START-UP SCREEN SERVICE WEB DATA SHEETS EVENTSPRODUCT DESIGN / FEATURES PUBLIC RELATIONS EMPLOYEE HIRING
    • In summary….  Power brands: Balance, simplify, WOW  Customer, company & product intersection  Align brand around all “touch points”  Dare to look and be different24© 2011 Lenovo Confidential. All rights reserved.