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WHAT MAKES A GREAT GLOBAL BRAND ?
 

WHAT MAKES A GREAT GLOBAL BRAND ?

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

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

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    WHAT MAKES A GREAT GLOBAL BRAND ? WHAT MAKES A GREAT GLOBAL BRAND ? Presentation Transcript

    • SHANGHAI HONG KONG SINGAPORE NEW YORK EffectiveBrands Conference The What: characteristics of winning global brands
    • What Makes A Great Global Brand?
    • FlowYour thoughtsMy suggestions and conclusionsDebate
    • FlowYour thoughtsMy suggestions and conclusionsDebate
    • Your Thoughts 1. Examples of great 2. Characteristics global brands
    • FlowYour thoughtsMy suggestions and conclusionsDebate
    • Winning Global Brand Characteristics -Quantified
    • 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
    • “ 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”
    • 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”
    • 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”
    • 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”
    • My Belief : These 3 Vision Invention Dynamism
    • My Belief : These 3 Plus Another 3 Global / Local Vision Balance Invention Total Branding Dynamism Universal Idea
    • Vision
    • Brand Leadership VsConsumer Followership
    • “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
    • “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
    • Conviction Brands VsConvention Brands
    • Brand Insight ConsumerProduct Insight Insight ? Communications Category Insight Insight
    • Brand Insight ConsumerProduct Insight Insight ? Communications Category Insight Insight
    • “Search the parks in all the cities. You’ll find no statues to committees”Oft quoted verse
    • Consumer Foresight Vs Consumer Insight
    • “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
    • 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
    • Invention
    • Dynamism
    • 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
    • Brand As Broadcaster
    • The Business Effect Of Fame
    • The Business Effect Of Fame
    • The Business Effect Of Fame
    • Vision Planning VsCampaign Planning
    • Global / Local Balance
    • What To Avoid “Being mindlessly global … or hopelessly local”Well known “Unileverism “
    • The Global Brand Balancing Act International Local Relevance / Cachet / Status Empathy
    • Layering – Axe Japan Launch BILL IONS
    • “Billions”
    • “Gokon”
    • “Train”
    • “Boyfriend”
    • “Mannequin”
    • Total Branding
    • Congregations Protestant Methodist 12 Disciples Roman Catholic Evangelist OrthodoxTotal Branding Starts Inside
    • Universal Idea
    • … Born Of Universal Insight
    • Universal Insight – Human Truths
    • “Human”
    • Universal Insight – Iconic Truth
    • The Power Of Archetypes
    • Universal Insight – Mythic Truth
    • Universal Insight – Mood Truth
    • Universal Insight – Behavioural Truth
    • But any universal insight must be rooted inthe brand’s truth
    • What a great universal idea can give you – The Johnnie Walker case study
    • Powerful Simplicity
    • Johnnie Walker Red Label and Black LabelAdvertising Examples (1997-1999)
    • Internal Alignment
    • Striding man in Bangkok
    • An Idea People Want To Join In With
    • A Great Global Brand Is A CommunityA Great Global Brand Creates SharedExcitement And Understanding
    • Yulu ProjectHong Kong International FilmFestivalShanghai International FilmFestivalYunnan Multicultural VisualFestivalTokyo FILMeXPusan International FilmFestival (Korea)
    • Yulu Project
    • 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
    • Opinion Leaders Join In
    • 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
    • Consumers Join In 30 million plus online views so far…
    • “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
    • FlowYour thoughtsMy suggestions and conclusionsDebate
    • 5 Rather Than 6 Characteristics? Vision and/or Universal Idea Invention Dynamism Global/Local Balance Total Branding
    • Vs
    • Comparison Yours Mine EffectiveBrands Vision and/or Purposeful Universal Idea Positioning Invention Universal Truth Dynamism Total Experience Global/Local Balance Total Branding