Brand Warfare
   David F. D’Alessandro




10 rules for building
  the killer brand



   Michaël huyghens, Gert Maes, Joe...
BRAND WARFARE (2001)
  David F. D’Alessandro




                         CAREER WARFARE (2004)

100 Most Powerful People ...
It’s the brand, stupid
THE EARLIERS                     NOW

The number-one brand simply   No longer the biggest guy
    stayed the number-one   ...
3 events toppled the number-one brands:

  1. Consumers’ attitudes changed

  2. It costs less to enter a business and cre...
Customers have infinite knowledge and choice




  Sell an experience!
Codependency can be beautiful
Paradox
   The more brands consumers have to choose from, the more
             they need to cling to one good brand
Good brands do 3 things for stressed-out
consumers:

  1. Saving time
  2. Projecting the right message
  3. Providing an ...
The brands: comfort, trust, convenience and identity.

                  Consumers: promise



Consumers need good brands ...
Rule 3:




  A great brand message is like a
 bucking bronco - Once you’re on,
            don’t let go
• Brand message = most important

• New brand              Established brand
• No need vast advertising budgets
  – First wave e-commerce




• Back to old media
  – Second wave e-commerce
Then why are so many ads so obscure?



Engineers not marketeers

Perpetual spinelessness

Apple (1984)

Legitimacy
It was



         no
Only established brands
         are allowed to be obscure




     Communicate, do not celebrate

A brand message has to ...
and



Knowledge
  •Self-knowledge         Discipline
  •Self-awareness
Keep it relevant
  – A brand message
     • Never ending
     • Cannot stand still
     • Can be remade


Keep it consiste...
If you want great advertising,
   be prepared to fight for it.




           Rule 4
• Brand
  = Know where it stands for
  = To give a voice through advertising
• NOT Personality-free clichés
Advertising Agencies



        don’t want to help !
        – Flatter the client and win the
          account

        –...
The key to great advertising

 “A lot of people who know nothing somehow feel
completely qualified to override the ideas o...
BE MEMORABLE

• Most companies are afraid to produce
  advertisings that suggests anything
  unpleasant.
• DON’T BE AFRAID...
• Don’t change the advertising
   because you’re bored with it



                         It doesn’t mean that
          ...
1. Know what your brand stands for
2. Let the creative people write and design
3. Protect the creatives


  Great work wil...
Make use of the HALO effect



                  Transferring emotion
                     from an event or
              ...
Halo
       Effect
                Positive
                           Effect
But do not forget that sponsorships are risky


  Halo effect             Horn effect
Horn
 Effect
Negative Effect
Get in for the right reasons




Think twice before spending millions of
 marketing dollars
Understand your players

Know what to expect from
      the sharks
The Event Organiser
• Do not allow your exclusiveness to be attacked.
• Get it in writing


 Be tough, or be
 prepared to ...
The Television Networks
• The network probably overpaid for the sports
  property.

• Buy only the commercial time you nee...
The athletes and their
       entourages

• Olympic games
  sponsored by REEBOK
  – The Event REEBOK
  – Athletes NIKE

• ...
Look for a balance
 of power




                     Event organizer
                     Athletes
 Sponsor
             ...
DO NOT CONFUSE
SPONSORSHIP WITH A
   SPECTATORSHIP
HALO
Reaching millions

                             85%
                          Industry
                           leaders
...
Use your sponsorship
Use your sponsorship
1. Check the moment




                      2.Win goodwill



  3. Appreciation
Right Expectations
Right Expectations




     This is not Halo!!

15%: More likely to buy
50%: actively hostile     Inkind Marketing
Real



       Measurable
Sponsorship = Investment




Not working? GET OUT!
DO NOT ALLOW
  SCANDAL TO
 DESTROY IN 30
 DAYS A BRAND
 THAT TOOK 100
YEARS TO BUILD.
Scandals




DOVE              AXE
       UNILEVER
Brand is
destiny




    Are you really as greedy as you are portrayed?
You need a basis
    of trust
Define YOURSELF


        Key rule of marketing:



Do not allow your enemy to define you
1

You
can
be
better
2   You can be cheaper
3

You can
 attack
Failure
    to
answer,
 makes
   you
  look
 weak
Do not stall



You can run, but
you can not hide
The Perrier benzene scandal
MAKE YOUR
DISTRIBUTORS
SLAVES TO YOUR
BRAND
Internet: liberated consumer
Death of the salesman




1. Willingness of manufacturers



2. Ignorance of consumers
Smart brand do not frustrate their consumers!




       Face up to your limitations
Beat your distributors into submission by creating
             demand for your brand
USE YOUR
BRAND TO
LEAD YOUR
PEOPLE TO
    THE
PROMISED
   LAND
“What do you do?”

                      Your identity



             =
What you accomplish
Looking for a job

                       The pay
                    The position
         Character of the work environm...
The best people want to work for the best
                 brands
Why?


• Status
• Personality of the workplace
• Big names: magic on a résumé
A strong brand makes a tough decison easier
        See the various points of view through
                the prism of th...
A strong brand will inspire the people
             on the inside

The greatest motivator: the brand

  => a greater purpo...
Ultimately, the brand is the CEO’s
 responsibility – and everyone
            else’s, too
1. Convince your employees to worry about the
                   brand




 2. Keep the brand front and center in
        ...
3.Do not forget what the brand means




 4. A healthy respect
    for the brand is
      contagious
Conclusion

  “Will the decision hurt or help the brand?”



A business focused on its brand is a business
  primed for su...
It’s the brand, stupid
Codependency can be beautiful
Rule 3:




  A great brand message is like a
 bucking bronco - Once you’re on,
            don’t let go
If you want great advertising,
   be prepared to fight for it.




           Rule 4
DO NOT CONFUSE
SPONSORSHIP WITH A
   SPECTATORSHIP
DO NOT ALLOW
  SCANDAL TO
 DESTROY IN 30
 DAYS A BRAND
 THAT TOOK 100
YEARS TO BUILD.
MAKE YOUR
DISTRIBUTORS
SLAVES TO YOUR
BRAND
USE YOUR
BRAND TO
LEAD YOUR
PEOPLE TO
    THE
PROMISED
   LAND
Ultimately, the brand is the CEO’s
 responsibility – and everyone
            else’s, too
?   ? ?
              ?
?
              ?
    ?    ?
Brand Warfare Presentation
Brand Warfare Presentation
Brand Warfare Presentation
Brand Warfare Presentation
Brand Warfare Presentation
Brand Warfare Presentation
Brand Warfare Presentation
Brand Warfare Presentation
Upcoming SlideShare
Loading in …5
×

Brand Warfare Presentation

1,824 views
1,706 views

Published on

This presentation was given for the Mancom class of 2008-2009 as part of the class Brand Communication.

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,824
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
257
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Brand Warfare Presentation

  1. 1. Brand Warfare David F. D’Alessandro 10 rules for building the killer brand Michaël huyghens, Gert Maes, Joey Van Locke, Anneke Schack, Lowie Van Holme and Gert-Jan Jeddens
  2. 2. BRAND WARFARE (2001) David F. D’Alessandro CAREER WARFARE (2004) 100 Most Powerful People in Sports ’02 (Sporting News) Four Best New CEOs ‘01 (Money) 50 Best CEOs ‘01 (Worth) EXECUTIVE WARFARE (2008) Marketeer of the Year ‘86 (Ad week)
  3. 3. It’s the brand, stupid
  4. 4. THE EARLIERS NOW The number-one brand simply No longer the biggest guy stayed the number-one who wins, but the fastest, brand smartest guy with the best command of new technologies
  5. 5. 3 events toppled the number-one brands: 1. Consumers’ attitudes changed 2. It costs less to enter a business and create brand 3. The unlimited access to information that consumers now have
  6. 6. Customers have infinite knowledge and choice Sell an experience!
  7. 7. Codependency can be beautiful
  8. 8. Paradox The more brands consumers have to choose from, the more they need to cling to one good brand
  9. 9. Good brands do 3 things for stressed-out consumers: 1. Saving time 2. Projecting the right message 3. Providing an identity
  10. 10. The brands: comfort, trust, convenience and identity. Consumers: promise Consumers need good brands as much as good brands need them
  11. 11. Rule 3: A great brand message is like a bucking bronco - Once you’re on, don’t let go
  12. 12. • Brand message = most important • New brand Established brand
  13. 13. • No need vast advertising budgets – First wave e-commerce • Back to old media – Second wave e-commerce
  14. 14. Then why are so many ads so obscure? Engineers not marketeers Perpetual spinelessness Apple (1984) Legitimacy
  15. 15. It was no
  16. 16. Only established brands are allowed to be obscure Communicate, do not celebrate A brand message has to speak to consumers
  17. 17. and Knowledge •Self-knowledge Discipline •Self-awareness
  18. 18. Keep it relevant – A brand message • Never ending • Cannot stand still • Can be remade Keep it consistent – Virgin example
  19. 19. If you want great advertising, be prepared to fight for it. Rule 4
  20. 20. • Brand = Know where it stands for = To give a voice through advertising • NOT Personality-free clichés
  21. 21. Advertising Agencies don’t want to help ! – Flatter the client and win the account – Generate the greatest revenue
  22. 22. The key to great advertising “A lot of people who know nothing somehow feel completely qualified to override the ideas of people who spend their lives writing, designing, casting and directing advertising.” I’m not a creative person, but …
  23. 23. BE MEMORABLE • Most companies are afraid to produce advertisings that suggests anything unpleasant. • DON’T BE AFRAID OF CONTROVERSY.
  24. 24. • Don’t change the advertising because you’re bored with it It doesn’t mean that the public is tired of it • Tell the story of your brand
  25. 25. 1. Know what your brand stands for 2. Let the creative people write and design 3. Protect the creatives Great work will follow its own accord
  26. 26. Make use of the HALO effect Transferring emotion from an event or person to the sponsoring brand
  27. 27. Halo Effect Positive Effect
  28. 28. But do not forget that sponsorships are risky Halo effect Horn effect
  29. 29. Horn Effect
  30. 30. Negative Effect
  31. 31. Get in for the right reasons Think twice before spending millions of marketing dollars
  32. 32. Understand your players Know what to expect from the sharks
  33. 33. The Event Organiser • Do not allow your exclusiveness to be attacked. • Get it in writing Be tough, or be prepared to be gouged
  34. 34. The Television Networks • The network probably overpaid for the sports property. • Buy only the commercial time you need to buy Any more is wasted.
  35. 35. The athletes and their entourages • Olympic games sponsored by REEBOK – The Event REEBOK – Athletes NIKE • Who do you think was remembered? So don’t waste money
  36. 36. Look for a balance of power Event organizer Athletes Sponsor Television networks
  37. 37. DO NOT CONFUSE SPONSORSHIP WITH A SPECTATORSHIP
  38. 38. HALO
  39. 39. Reaching millions 85% Industry leaders 80% excellence & quality Good Cause
  40. 40. Use your sponsorship
  41. 41. Use your sponsorship
  42. 42. 1. Check the moment 2.Win goodwill 3. Appreciation
  43. 43. Right Expectations
  44. 44. Right Expectations This is not Halo!! 15%: More likely to buy 50%: actively hostile Inkind Marketing
  45. 45. Real Measurable
  46. 46. Sponsorship = Investment Not working? GET OUT!
  47. 47. DO NOT ALLOW SCANDAL TO DESTROY IN 30 DAYS A BRAND THAT TOOK 100 YEARS TO BUILD.
  48. 48. Scandals DOVE AXE UNILEVER
  49. 49. Brand is destiny Are you really as greedy as you are portrayed?
  50. 50. You need a basis of trust
  51. 51. Define YOURSELF Key rule of marketing: Do not allow your enemy to define you
  52. 52. 1 You can be better
  53. 53. 2 You can be cheaper
  54. 54. 3 You can attack
  55. 55. Failure to answer, makes you look weak
  56. 56. Do not stall You can run, but you can not hide
  57. 57. The Perrier benzene scandal
  58. 58. MAKE YOUR DISTRIBUTORS SLAVES TO YOUR BRAND
  59. 59. Internet: liberated consumer
  60. 60. Death of the salesman 1. Willingness of manufacturers 2. Ignorance of consumers
  61. 61. Smart brand do not frustrate their consumers! Face up to your limitations
  62. 62. Beat your distributors into submission by creating demand for your brand
  63. 63. USE YOUR BRAND TO LEAD YOUR PEOPLE TO THE PROMISED LAND
  64. 64. “What do you do?” Your identity = What you accomplish
  65. 65. Looking for a job The pay The position Character of the work environment Those are sacrificed
  66. 66. The best people want to work for the best brands
  67. 67. Why? • Status • Personality of the workplace • Big names: magic on a résumé
  68. 68. A strong brand makes a tough decison easier See the various points of view through the prism of the brand. The Brand What do I have to do to support the brand?
  69. 69. A strong brand will inspire the people on the inside The greatest motivator: the brand => a greater purpose => let your people live the brand
  70. 70. Ultimately, the brand is the CEO’s responsibility – and everyone else’s, too
  71. 71. 1. Convince your employees to worry about the brand 2. Keep the brand front and center in all decisions
  72. 72. 3.Do not forget what the brand means 4. A healthy respect for the brand is contagious
  73. 73. Conclusion “Will the decision hurt or help the brand?” A business focused on its brand is a business primed for success!
  74. 74. It’s the brand, stupid
  75. 75. Codependency can be beautiful
  76. 76. Rule 3: A great brand message is like a bucking bronco - Once you’re on, don’t let go
  77. 77. If you want great advertising, be prepared to fight for it. Rule 4
  78. 78. DO NOT CONFUSE SPONSORSHIP WITH A SPECTATORSHIP
  79. 79. DO NOT ALLOW SCANDAL TO DESTROY IN 30 DAYS A BRAND THAT TOOK 100 YEARS TO BUILD.
  80. 80. MAKE YOUR DISTRIBUTORS SLAVES TO YOUR BRAND
  81. 81. USE YOUR BRAND TO LEAD YOUR PEOPLE TO THE PROMISED LAND
  82. 82. Ultimately, the brand is the CEO’s responsibility – and everyone else’s, too
  83. 83. ? ? ? ? ? ? ? ?

×