Wally Olins, Mondragon University, 14 June 2007 Brands and branding

Brands and branding

identity and brand

where it comes from

where it comes from

internal and external focus

internal and external focus

academic disciplines corporate strategy marketing communications organisational behaviour

academic disciplines

corporate strategy marketing communications organisational behaviour

vision culture image

product environment communication behaviour

product

environment

communication

behaviour

corporate identity the effective management of all the different ways an organisation is projected, experienced and perceived

corporate identity the effective management of all the different ways an organisation is projected, experienced and perceived

products environment communications behaviour idea

“ Today as in the past, BMW stands for innovation, perfection and dependability. Virtues aimed at one ultimate objective - to give sheer driving pleasure wherever you go.” Chairman BMW

“ It is also important for a company like ours to have a vision - an exciting global vision which is technology orientated.” Edzard Reuter Chairman DaimlerBenz

brand architecture

brand architecture

branded

branded

endorsed

endorsed

monolithic

monolithic

Virgin slide 3 Picture

Virgin slide 3 Picture

Branded or Endorsed?

attitude

attitude

the big idea

the big idea

vision culture image big idea

tough

winning

get boeing

get boeing

product brand retail brand

product brand

retail brand

service brand

service brand

mobile mobile phones infotainment software conferencing global business etc.

mobile

mobile phones infotainment software conferencing global business etc.

financial services

Retail bank Picture

retail banking home banking phone banking insurance/mortgages private banking corporate banking etc.

retail banking home banking phone banking insurance/mortgages private banking corporate banking etc.

internet banking

internet banking

B2B brands

B2B brands

brand extension

brand extension

indulgence health Brand extension Brand potential on you in you Brand potential

Brand extension Product Could Couldn’t Environment Experience Mineral water Cosmetics Clothing / footwear Shop Spa Holidays Cola Implants Furniture Internet caf é Weddings

Brand extension

The power of a brand derives from a curious mix of how it performs functionally and what it stands for emotionally. When a brand gets the mix right it adds something to our idea of ourselves.

The power of a brand derives from a curious mix of how it performs functionally and what it stands for emotionally.

When a brand gets the mix right it adds something to our idea of ourselves.

Why brands fail

Why brands fail

Changing fashions

Changing fashions

Bad management

Bad management

New technology

New technology

Customer in the driving seat

Customer in the driving seat

Competition

Competition

Where does it fit

Where does it fit

corporate resources finance investment human resources product quality r&d information technology identity/brand

corporate resources

finance

investment

human resources

product quality

r&d

information technology

identity/brand

AUDIENCES financial community government suppliers competitors employees pressure groups consumers media

AUDIENCES

95% customer 5% everybody else

95% customer

where it makes a difference

where it makes a difference

function versus emotion

function versus emotion

Wally Olins, Mondragon University, 14 June 2007 Eskerrik asko Thank You!

Eskerrik asko

Thank You!