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NRF 2009 Building a lifestyle brand
 

NRF 2009 Building a lifestyle brand

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Talks about a vaccine for sameness: the Unequalizer.

Talks about a vaccine for sameness: the Unequalizer.

It helps you to change - one at the time - different attributes of your brand and shows how brazilian succesfull brands did it.

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NRF 2009 Building a lifestyle brand NRF 2009 Building a lifestyle brand Presentation Transcript

  • BUILDING A LIFESTYLE BRAND A BRAZILIAN PERSPECTIVE Global Lifestyling Edmour Saiani Ponto de Referência Strategic Customer Service [email_address] Full presentation available at www.pdr.com.br
  • What is the main disease that affects retail brands these days? SAMENESS
  • Change doesn’t come from…
  • Change comes from… Pending Trending
  • The sameness vaccine UNEQUALIZER©
  • TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL PROSUMER INCREDIBLY DIFFERENT CUSTOMER SERVICE CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE UN-CONDITIONAL AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE CHAMELEON STORE GREEN CARD SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE VERY HAPPY PEOPLE SATISFIED CUSTOMER
    • VOCATION
    • RESOURCES
    • EXECUTION
    Trending Pending
  • A BRAZILIAN PERSPECTIVE , OOPS, RIO TREND WAVES
  • www.unclek.com.br
    • Bags + Accessories
    • Started in 1996
    • Modern woman = Non routine
    • Work  Gym  Kids  Home  Party
    • 47 stores in 8 Brazilian states
    • And growing
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  • TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE CHAMELEON STORE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE
  • www.bobs.com.br
    • Founded in 1952 by the American Robert Falkenburg
    • Wimbledon champion in 48 and 49
    • First fast food business in the country
    • McDonald’s main competitor
    • Started with vanilla ice creams
    • Then hot-dogs, hamburgers and wonderful milk-shakes
    • 600 point of sales in Brazil – same size as McDonald’s
    • Decided to go different! In lifestyle
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  • TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL OBJECT OF DESIRE AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE LIFESTYLE
  • www.hortifruti.com.br
    • Largest chain of fresh fruit and vegetables in the country
    • 20 stores just in Rio de Janeiro and Espírito Santo
    • More than selling fresh food, taking care of one’s health and body
    • Promisse: GOOD MOOD helps us to keep our HEALTH and our WELL- BEING!
    • Strong viral marketing leveraged by outstanding campaigns
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  • TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE
  • www.osklen.com
    • Clothing and accessories
    • New luxury -> sustainability included
    • 50 stores in Brazil
    • 2 in Milan 1 in Rome
    • 2 in NY (Soho and the Meatpacking District)
    • 4 in Portugal
    • 1 in Tokyo
    • Multibrands in France, Spain, Greece, Turkey, Holland and South Africa
  • With it Cool Young Attitude Well dressed Successful Conscious Sportive Spiritualized Nerds Believers Yuppies Nouveau Riche Workaholics Hippies Soccer players Old Boy Environmentalists DIFFERENT PEOPLE, DIFFERENT LIFESTYLES
  • IPANEMA LIFESTYLE
  • New luxury Sustainability Retail Experience Lifestyle
  • Sustainability
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  • TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL LIFESTYLE OBJECT OF DESIRE UN-CONDITIONAL AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE GREEN CARD SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE
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  • Beleza Natural Your hair, naturally
  • Specialized in solutions for frizzy and curly hair 66% of the Brazilian population World brands failure at dealing with curly hair BN became a dream factory Serves mostly low income people Very accessible prices 7 stores – about 10000 ft2 each More than 50.000 clients per month
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  • TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE
  • TRENDSETTERS FUNDAMENTALISTS SURVIVORS LEADERS DRIVERS WOM VIRAL COMMUNITY BENCHMARK 360° STORE MULTICHANNEL STANDARDIZED TRANSACTIONAL END USE FASHION BASIC CONDITIONAL PROSUMER INCREDIBLY DIFFERENT CUSTOMER SERVICE CUSTOMER IS A FRIEND LIFESTYLE OBJECT OF DESIRE UN-CONDITIONAL AMPLIFYING DIFFERENTIALS CUSTOMER SERVICE IN-STORE COMMUNICATION PRODUCTS & SERVICES GUARANTEES & PROMISES OUT-OF-STORE COMMUNICATION UNEQUALIZER© - SAMENESS VACCINE CHAMELEON STORE GREEN CARD SELF-SERVICE BRAND BASED BASIC ZERO PURE IMAGE VERY HAPPY PEOPLE SATISFIED CUSTOMER Where is your brand? How can you evolve to get more compliments per day from your customers?
  • See you in Brazil! Edmour Saiani Ponto de Referência [email_address] www.pdr.com.br