NRF 2009 Building a lifestyle brand

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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

    1. 1. 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
    2. 2. What is the main disease that affects retail brands these days? SAMENESS
    3. 3. Change doesn’t come from…
    4. 4. Change comes from… Pending Trending
    5. 5. The sameness vaccine UNEQUALIZER©
    6. 6. 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
    7. 7. <ul><li>VOCATION </li></ul><ul><li>RESOURCES </li></ul><ul><li>EXECUTION </li></ul>Trending Pending
    8. 8. A BRAZILIAN PERSPECTIVE , OOPS, RIO TREND WAVES
    9. 9. www.unclek.com.br
    10. 10. <ul><li>Bags + Accessories </li></ul><ul><li>Started in 1996 </li></ul><ul><li>Modern woman = Non routine </li></ul><ul><li>Work  Gym  Kids  Home  Party </li></ul><ul><li>47 stores in 8 Brazilian states </li></ul><ul><li>And growing </li></ul>
    11. 17. 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
    12. 18. www.bobs.com.br
    13. 19. <ul><li>Founded in 1952 by the American Robert Falkenburg </li></ul><ul><li>Wimbledon champion in 48 and 49 </li></ul><ul><li>First fast food business in the country </li></ul><ul><li>McDonald’s main competitor </li></ul><ul><li>Started with vanilla ice creams </li></ul><ul><li>Then hot-dogs, hamburgers and wonderful milk-shakes </li></ul><ul><li>600 point of sales in Brazil – same size as McDonald’s </li></ul><ul><li>Decided to go different! In lifestyle </li></ul>
    14. 24. 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
    15. 25. www.hortifruti.com.br
    16. 26. <ul><li>Largest chain of fresh fruit and vegetables in the country </li></ul><ul><li>20 stores just in Rio de Janeiro and Espírito Santo </li></ul><ul><li>More than selling fresh food, taking care of one’s health and body </li></ul><ul><li>Promisse: GOOD MOOD helps us to keep our HEALTH and our WELL- BEING! </li></ul><ul><li>Strong viral marketing leveraged by outstanding campaigns </li></ul>
    17. 35. 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
    18. 36. www.osklen.com
    19. 37. <ul><li>Clothing and accessories </li></ul><ul><li>New luxury -> sustainability included </li></ul><ul><li>50 stores in Brazil </li></ul><ul><li>2 in Milan 1 in Rome </li></ul><ul><li>2 in NY (Soho and the Meatpacking District) </li></ul><ul><li>4 in Portugal </li></ul><ul><li>1 in Tokyo </li></ul><ul><li>Multibrands in France, Spain, Greece, Turkey, Holland and South Africa </li></ul>
    20. 38. 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
    21. 39. IPANEMA LIFESTYLE
    22. 40. New luxury Sustainability Retail Experience Lifestyle
    23. 41. Sustainability
    24. 44. 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
    25. 46. Beleza Natural Your hair, naturally
    26. 47. 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
    27. 56. 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
    28. 57. 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?
    29. 58. See you in Brazil! Edmour Saiani Ponto de Referência [email_address] www.pdr.com.br

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