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About the brandgym

About the brandgym



A short credential presentation about who we are, what we do and how we work with our clients.

A short credential presentation about who we are, what we do and how we work with our clients.



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    About the brandgym About the brandgym Presentation Transcript

    • Anne CHARBONNEAUAbout the brandgym THE BRANDGYM AMSTERDAM JULY 2012 16 July 2012
    • The brandgym on a pageNetwork of 6 senior brand coaches, founded in 2001•  Working globally from bases in London, Amsterdam, Bangalore, Buenos Aires•  World-leading stream of inspiring, practical brand thinking, incl 6 marketing books published•  Track-record with leading brand-teams, locally and internationally 16 July 2012
    • Your coach - Anne Charbonneau  Managing Partner of the brandgym Amsterdam since 2008.  20 years of international brand strategy experience with leading communication agencies and consultancies in London, Paris and Amsterdam (BBH, TBWA, Wieden & Kennedy).  Experience with clients such as Mars, Absolut Vodka, Nike, Danone, McCain Coca Cola, Unilever, etc  Experienced and trained facilitator of workshops.  Regular speaker at marketing events. For sample: www.vimeo.com/45212691  16 July 2012  Lives in Amsterdam, speaks French, Dutch and English.
    • The brandgym difference – Quality @ speed •  Only senior coaches with 20 years experience •  Each coach dedicated to 2-3 clients at a time •  Delivers ‘Quality @ speed’PartnersDirectorsManagers 16 July 2012 big consultancy plc brandgym network
    • The brandgym difference – aligning and energizing your team•  Coaches not consultants – collaborative process•  Process proven to increase team alignment, energy, engagement•  Project team typically 10-12 people: marketing, other key functions, key agencies 16 July 2012
    • What we believe in•  Brand-led business – your brand should be ‘baked in’ to every bit of your business, not just your advertising•  ‘SMS’ (sell more stuff) – remember what the sole purpose of marketing and branding really is•  Follow the money – focus talent and budgets on the right brands, products and projects•  Grow the core – innovation is about your core business, not just brand extensions•  Kill the dwarves - ditch the small products that drain time, money & energy away from your core•  Execution is king– the only strategy the consumer ever sees is what you actually execute, so bring ideasJuly 2012 in a way 16 to life they can understand
    • Popular projects we run with our clients include… Brand Vision to Action “I need to align and inspire my team by bringing to life the brand vision and the action plan Turbo Marketing Plans to make it happen" Grow the Core“I want a kick-ass marketing “We want to re-focus on ourplan. Weve lots of ideas, but core business, and needwhich should we focus on and inspiration and ideas on how amplify?” to grow it." 16 July 2012
    • Turbo Marketing Plans: Carling Black Label (SAB Miller SA)•  Interactive workshop process to inspire, energize and align the brand/agency team•  Brand/agency teams ‘pitch’ marketing ideas and selected lead ideas based on brand and business build, in ‘Dragons Den’ style•  Key ideas crafted into a marketing plan with ‘chapters’ that tell the brand story: thinking like a TV series producer Brand story : CHAMPION MEN deserve a CHAMPION beer Chapter 1: Be a CHAMPION Chapter 2: CHAMPION Chapter 3: Local Coach of the Carling Cup taste challenge Community CHAMPION Consistent Consistent brand brand properties properties "I have been reflecting on the project, and I am blown over. We now 16 July 2012 have a mind-glowingly hot plan." Andrea Quaye, General Manager
    • The brandgym workouts – typical project INSIGHT IDEAS EXPLORE ACTION• Fresh insight fuel Ideas Workshop • Bringing to life lead Action Workshop ideas (with partner • Share consumer• Drilling for nuggets • Share fresh insight agencies) exploration in existing research • Use to ignite new and data • Consumer exploration • Finalise brand strategy ideas • 8 qrtr marketing plan Weeks 1-4 Week 5 Weeks 6-12 Week 13 16 July 2012
    • Using Insight as fuel•  ‘Drilling for nuggets’ of insight in your existing research and data•  Insight fuel used to ignite new ideas•  Working with best-in-class partners: ‘Dreamworks’ team and/or your preferred insight agencies Semiotic Decoding Ethnography Extreme consumers e.g. Who is the next e.g. ‘Day in the life’ e.g. Talking to opera singers ‘working man’s hero’ in consumer videos for a for a sore throat brand 16 July 2012 France? grocery retailer
    • Bringing to life and exploring ideas•  Bringing ideas to life for consumers... and ‘test-drive’ of ideas by the brand team and agency•  Active involvement of key agencies, especially communications agency•  Can also use our partner stimulus agency Adcepts Brand videos New product ideas 16 July 2012
    • Vision to Action•  Finalising and crafting the brand strategy•  Generating marketing ideas that bring it to life•  Agreeing roadmap of key actions Brand Story Complete brand toolkit Marketing ideas to bring brought to life (any shape you 2012 want) the strategy to life 16 July
    • Why the brandgym? Anne has great energy, is a fast thinker and good at •  Quality@speed bringing structure to complex issues. Her leadership in the from dedicated whole process comes naturally and smooth. And the senior coaches delivery is very fast ! Bethy van der Velde, Marketing Director Mars •  Follow the money: Anne has amazing, multi-faceted experience in Marketing and Advertising. She has been instrumental in helping the no-nonsense, team navigate a tricky brand strategy project, with very practical, bottom- tight deadlines. she is not afraid to challenge us, which makes for a great business relationship line focused Séverine Brichard, Global Business Unit Accelerator, Danone Baby Nutrition •  Coaching not Excellent collaboration with Anne at the brandgym, who brought pragmatism, deep consumer understanding, consulting to align mastery on brand strategy, and strong business sense to the and energize your project. team 16 July 2012 Cecile Coutens, Directrice Marketing, Bledina
    • Contact Anne Charbonneau, Managing Partner, France & Benelux the brandgym m: +31(0) 611 64 3407 t: +31(0) 20 775 2930 anne@thebrandgym.com Spaces 124-128 Herengracht 1015BT Amsterdam The Netherlands www.thebrandgym.fr www.thebrandgym.nl www.brandgymblog.com 16 July 2012