WHAT MAKES A GREAT GLOBAL BRAND ?

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Recent piece co - written with Nick Kendall for joint BBH / Effective Brands conference

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WHAT MAKES A GREAT GLOBAL BRAND ?

  1. 1. SHANGHAI HONG KONG SINGAPORE NEW YORK EffectiveBrands Conference The What: characteristics of winning global brands
  2. 2. What Makes A Great Global Brand?
  3. 3. FlowYour thoughtsMy suggestions and conclusionsDebate
  4. 4. FlowYour thoughtsMy suggestions and conclusionsDebate
  5. 5. Your Thoughts 1. Examples of great 2. Characteristics global brands
  6. 6. FlowYour thoughtsMy suggestions and conclusionsDebate
  7. 7. Winning Global Brand Characteristics -Quantified
  8. 8. Their FindingsFinancial markets are increasingly pricing greater and greater $ worth into “brand intangibles” … but consumers – globally – are losing their belief in all but a small core of highly energized brands – Google / Nike / Apple etc
  9. 9. “ The few brands that are growing in worth are not just differentiated, but highly energised – they have ‘energised differentiation’… they are characterised by: Vision Invention Dynamism”John Gerzma & Ed Lebar“The Brand Bubble”
  10. 10. Definitions1.  Vision – “brands with a vision embody a clear direction and point of view on the world. They convey what they are on this planet to achieve”
  11. 11. Definitions1.  Vision – “brands with a vision embody a clear direction and point of view on the world. They convey what they are on this planet to achieve”2. Invention – “invention can be built through innovation, brand iconography, retail environments, and customer service. A brand’s invention can never be static. It requires a commitment to continuous innovation, service excellence, and new forms of brand experience”
  12. 12. Definitions1.  Vision – “brands with a vision embody a clear direction and point of view on the world. They convey what they are on this planet to achieve”2. Invention – “invention can be built through innovation, brand iconography, retail environments, and customer service. A brand’s invention can never be static. It requires a commitment to continuous innovation, service excellence, and new forms of brand experience”3. Dynamism – “typically the outcome of a big ad campaign, guerilla marketing event, or highly visible marketplace event, dynamism engenders a persona, community, and evangelism among a brand’s users. Dynamic brands generate popular culture”
  13. 13. My Belief : These 3 Vision Invention Dynamism
  14. 14. My Belief : These 3 Plus Another 3 Global / Local Vision Balance Invention Total Branding Dynamism Universal Idea
  15. 15. Vision
  16. 16. Brand Leadership VsConsumer Followership
  17. 17. “What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? … it is ownership of a point of view”Siddarth Banerjee – Regional Marketing Director,Category Development Unilever AsiaMarketing Magazine 2010
  18. 18. “What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? … it is ownership of a point of view”Siddarth Banerjee – Regional Marketing Director,Category Development Unilever AsiaMarketing Magazine 2010These are his personal views and may not representthose of his organisation
  19. 19. Conviction Brands VsConvention Brands
  20. 20. Brand Insight ConsumerProduct Insight Insight ? Communications Category Insight Insight
  21. 21. Brand Insight ConsumerProduct Insight Insight ? Communications Category Insight Insight
  22. 22. “Search the parks in all the cities. You’ll find no statues to committees”Oft quoted verse
  23. 23. Consumer Foresight Vs Consumer Insight
  24. 24. “Vision driven brands see farther; they galvanise and inspire consumers to join in, allowing the brand to travel into new categories and create new meaning”John Gerzma
  25. 25. Powerful Purposes To inspire men to progress To free children to explore the world so they can develop & grow To help young men get an edge in the mating game To inspire and help people to compete and win
  26. 26. Invention
  27. 27. Dynamism
  28. 28. Be Busy: Nike Advertising In China In 2010NIKE Football 2011 CSL 2011 Kit launch Liu Xiang & Tiger Woods Competition ViralOOH Campaign Online VideosNIKE AIRFORCE ONE Rabbit Air Force one digital clock Li Na Quick Strike for French OpenDigital Campaign & Social Media Print/Digital and Social Media CampaignBasketball culture online magazine Liu Xiang Daegu Quick StrikeDigital Campaign and Social Media Digital and Social Media CampaignSport Is Art (footlocker tee launch) Run Unleashed Running Campaign Print/OOH Adaptation/Web Films/Digital OLM/MobileDigital Campaign Free Yourself Campaign (running)JLin Always On Campaign Print/OOH AdaptationDigital Campaign Free Yourself Campaign (women)LBJ Always On Campaign Print/OOH Adaptation, Digital OLM, Contents, Social MediaDigital Campaign Women JDI FOSAlways On global videos adaptation (CR, Kobe, Westbrook, Neymar) Digital and Social MediaDigital Campaign Basketball Never Stops CampaignAsia Games TV/Print/OOH AdaptationPrint/Magazines/OOH/Digital/T-Shirt Creation/Events/Street Posters + Painted Huge Outdoor Building with NIKE Kobe Black Mamba Campaign TV/Print/OOH AdaptationLeBron James MVP CampaignPrint Adaptation NBA Playoffs Campaign Retail Line Adaptation Digital OLM/MobileChina JDI CampaignTV/Print/OOH/Digital/Social Media and Retail Line Adaptation for all Category Li Na Aus Open Quick Strike(women, running, basketball) Print and Digital OLM
  29. 29. Brand As Broadcaster
  30. 30. The Business Effect Of Fame
  31. 31. The Business Effect Of Fame
  32. 32. The Business Effect Of Fame
  33. 33. Vision Planning VsCampaign Planning
  34. 34. Global / Local Balance
  35. 35. What To Avoid “Being mindlessly global … or hopelessly local”Well known “Unileverism “
  36. 36. The Global Brand Balancing Act International Local Relevance / Cachet / Status Empathy
  37. 37. Layering – Axe Japan Launch BILL IONS
  38. 38. “Billions”
  39. 39. “Gokon”
  40. 40. “Train”
  41. 41. “Boyfriend”
  42. 42. “Mannequin”
  43. 43. Total Branding
  44. 44. Congregations Protestant Methodist 12 Disciples Roman Catholic Evangelist OrthodoxTotal Branding Starts Inside
  45. 45. Universal Idea
  46. 46. … Born Of Universal Insight
  47. 47. Universal Insight – Human Truths
  48. 48. “Human”
  49. 49. Universal Insight – Iconic Truth
  50. 50. The Power Of Archetypes
  51. 51. Universal Insight – Mythic Truth
  52. 52. Universal Insight – Mood Truth
  53. 53. Universal Insight – Behavioural Truth
  54. 54. But any universal insight must be rooted inthe brand’s truth
  55. 55. What a great universal idea can give you – The Johnnie Walker case study
  56. 56. Powerful Simplicity
  57. 57. Johnnie Walker Red Label and Black LabelAdvertising Examples (1997-1999)
  58. 58. Internal Alignment
  59. 59. Striding man in Bangkok
  60. 60. An Idea People Want To Join In With
  61. 61. A Great Global Brand Is A CommunityA Great Global Brand Creates SharedExcitement And Understanding
  62. 62. Yulu ProjectHong Kong International FilmFestivalShanghai International FilmFestivalYunnan Multicultural VisualFestivalTokyo FILMeXPusan International FilmFestival (Korea)
  63. 63. Yulu Project
  64. 64. Talent Joins In Jia Zhang Ke is one of the most influential directors in China. He is known for his independent films and documentaries that reflect the truth in the lives of many normal Chinese. He is also particularly known for his mentorship of young film makers. This was particularly interesting to JW as it allows the brand to “walk the walk” by giving opportunities for a new generation of directors to shine. With this project,Jia Zhang Khe directed 2 films personally and was executive producer on all 12. The project therefore provided the opportunity for 6 protégés to create a unique piece of film. http://en.wikipedia.org/wiki/Jia_Zhangke
  65. 65. Opinion Leaders Join In
  66. 66. Media Join In 44 M media 9.9M media value Value +18%vs ROI= 12.6 planned times rate card 73Mil *95M RMB OF FREE MEDIA 16 Nov launch 5 Jan launch Plan 8.4M Plan16.4M consumers Reached 8.1M media 12 stations 400K value free spots consumers worth 2.4M media 3 episodes value 7M RMBYANGLAN & LU YOU TALK SHOW 3 episodes achieved vs 2 plan Southern WeeklyPrint only, figures in RMB
  67. 67. Consumers Join In 30 million plus online views so far…
  68. 68. “A global brand is a shared belief and understanding. A great global brand is one that is shared and felt more, with more power and excitement”Source: Nick Kendall, BBH London
  69. 69. FlowYour thoughtsMy suggestions and conclusionsDebate
  70. 70. 5 Rather Than 6 Characteristics? Vision and/or Universal Idea Invention Dynamism Global/Local Balance Total Branding
  71. 71. Vs
  72. 72. Comparison Yours Mine EffectiveBrands Vision and/or Purposeful Universal Idea Positioning Invention Universal Truth Dynamism Total Experience Global/Local Balance Total Branding

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