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Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
Brand Leadership -  5 Global Cases from the best brands By Dan Pankraz
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Brand Leadership - 5 Global Cases from the best brands By Dan Pankraz

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5 Global Case studies showing how the best brands create leadership in their categories. A youth marketing slant with some examples of brands who have gotten it wrong....and then recovered

5 Global Case studies showing how the best brands create leadership in their categories. A youth marketing slant with some examples of brands who have gotten it wrong....and then recovered

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    • 1.  
    • 2. <ul><li>YOUTH EXAMPLES </li></ul><ul><li>1. Nike SB (skateboard) </li></ul><ul><ul><li>Being authentic </li></ul></ul><ul><li>2. Red Bull vs. the followers </li></ul><ul><ul><li>Creating culture </li></ul></ul>Leadership Successes <ul><li>3 . Levi's vs. Diesel </li></ul><ul><ul><li>Ignoring reality </li></ul></ul><ul><li>4. Absolut vs. Grey Goose </li></ul><ul><ul><li>Resting on your laurels </li></ul></ul><ul><li>5. Burger King vs. itself </li></ul><ul><ul><li>Getting back to the core </li></ul></ul>Leadership Stumbles
    • 3. <ul><li>LEADERSHIP </li></ul><ul><li>SUCCESS </li></ul><ul><li>STORIES </li></ul>
    • 4. BEING AUTHENTIC Tapping into trendsetters
    • 5. INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS BRAND CORE To maintain its leadership, Nike realised it had to do more than battle Adidas in the shops and on TV
    • 6. INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS BRAND CORE TREND- SETTING VANGUARD To get ahead of Adidas right from the starting line, Nike went into skating
    • 7. <ul><li>“ The jocks who used to beat me up for skating wore Nikes. And now Nike wants in with skaters? Uh-uh. It’s not going to happen .” </li></ul><ul><li>-- Moish Brennan, skater, quoted in AdBusters </li></ul>To break into the insular skate culture Nike had to make a meaningful, credible contribution
    • 8. <ul><li>Nike SB launched exclusively in hardcore skate-shops: skater-owned, skater-run </li></ul>Signalling a real commitment to skate culture Also keeping the brand out of the hands of poseurs
    • 9. Top skaters were given signature lines to design Made the brand credible Gave consumers a taste of what it’s like to be their heroes
    • 10. Generated buzz Increased premium credentials Other designs come from people like hipster artist Jeremy Fish and toymaker Kidrobot
    • 11. Kept the brand consistently fresh and ahead of the curve Generated a sense of exclusivity All designs are limited editions: they’ve produced 150 SB Dunk editions in 5 years, none in mass quantities
    • 12. <ul><li>Online community with over 200,000 active posts and hundreds of diehard fanatics </li></ul>Rewarded passion with insider access Fed the flames
    • 13. <ul><li>When SB released an ultra-limited edition called the pigeon in 2005, sneakerheads actually rioted in their press to lay claim to a pair (which now go for $2000) </li></ul>Status symbols Cult-like devotion
    • 14.  
    • 15. A small brand with a big impact
    • 16. <ul><li>When the competition heats up, get a head start and go to the source of leadership: trendsetting culture </li></ul><ul><li>To make an authentic contribution to this culture: </li></ul><ul><ul><li>Do not steal, mimic, or bastardize the culture </li></ul></ul><ul><ul><li>Do partner with credible people to create something new </li></ul></ul><ul><ul><li>Do not get greedy with volume – exclusivity is everything </li></ul></ul><ul><ul><li>Do reward the passionate few to keep them passionate </li></ul></ul>
    • 17. CREATING CULTURE DON’T BORROW FROM IT
    • 18. <ul><li>Energy </li></ul><ul><li>Premium </li></ul><ul><li>Grown-up </li></ul><ul><li>International </li></ul><ul><li>Mysterious </li></ul><ul><li>Bad for you in a good way </li></ul>Ingredients
    • 19. <ul><li>First, the big guys scrambled to get in on the game… </li></ul>
    • 20.  
    • 21.  
    • 22. Red Bull refused to follow suit, as it’s not as credible – and wouldn’t create the distance they needed
    • 23. Clubs: Energy to party all night Adventure (Felix Baumgartner Base jumper) Energy to go hard
    • 24. <ul><li>Aspiring DJs are given an opportunity across continental and cultural boundaries to work with and learn from prominent music trendsetters </li></ul>
    • 25. Every year, Red Bull throws a 24 hour party to encourage a diverse range of creative types to share their energy.
    • 26. Why do people need energy at clubs? To dance. Red Bull has set up classes to teach street dancing.
    • 27. The only competition like it in the world: A test of real-life wings
    • 28. Really the only competition like it in the world. Do you have wings ?
    • 29. Red Bull is committed to bringing fast, intense F1 racing to the States – but recognises that US audiences won’t pay attention until their country has a great driver. So Red Bull is creating that driver at their F1 school.
    • 30. The final sporting frontier in America? Soccer. And Red Bull now owns one of the best teams in the country.
    • 31. <ul><li>When the competition heats up, don’t fight them on the same turf – create your own turf: </li></ul><ul><ul><li>Contribute to the culture you live in </li></ul></ul><ul><ul><li>“ Walking the walk” to bring your comms promise to life </li></ul></ul><ul><ul><li>Creating a clean space to own </li></ul></ul>
    • 32. <ul><li>LEADERSHIP </li></ul><ul><li>STUMBLES </li></ul>
    • 33.  
    • 34. <ul><li>Levi’s once created its category and led youth culture </li></ul><ul><li>It still maintains thought leadership – but its market dominance has been smashed </li></ul><ul><li>Because the reality of the brand no longer matches what the brand communicates… </li></ul><ul><li>… While the competition’s reality and image are synched </li></ul>
    • 35. <ul><li>Levi’s invented jeans – and the meaning behind them </li></ul>A pioneering brand for rebels & iconoclasts: The embodiment of effortless cool
    • 36. The same products that peaked in the 80s, aimed at the same (ageing) consumers
    • 37. <ul><li>Consumers don’t want to buy jeans – they want to buy a lifestyle that expresses who they are </li></ul><ul><li>But Levi’s portfolio is limited: 85% of its sales come from jeans </li></ul>
    • 38. How rebellious and cool is the experience of sorting through a giant mess at Sears or Bi-Lo?
    • 39. Levi’s was communicating like a leader, but it wasn’t behaving like a leader in the world Bogan Dad jeans Bogan Mum jeans
    • 40. <ul><li>Like Levi’s, Diesel has a strongly-defined brand </li></ul><ul><li>Unlike Levi’s, however, that brand is expressed and paid off at every touchpoint </li></ul>
    • 41. Work that captures the spirit of the brand: Cheeky rebellion
    • 42. Jeans with the same quirky, stylish touches as the ads that sell them
    • 43. <ul><li>Tops </li></ul><ul><li>Outerwear </li></ul><ul><li>Shoes </li></ul><ul><li>Glasses </li></ul><ul><li>Jewelry </li></ul><ul><li>Watches </li></ul><ul><li>Bags </li></ul><ul><li>Even a hotel </li></ul>Diesel’s not just a denim brand: It’s a lifestyle brand
    • 44. A brand that’s equally built on its hangtags and salesforce
    • 45. Style lab may be a tiny business, but it creates a steady stream of ideas and excitement
    • 46. Style lab may be a tiny business, but it creates a steady stream of ideas and excitement
    • 47. The Heidies digital campaign organically positioned the brand as cutting edge
    • 48. Diesel’s leadership in one area is amplified by its leadership in others
    • 49. Diesel’s through-the-line integrity has turned like-minded consumers into evangelists
    • 50. <ul><li>Ultimately, product really is king </li></ul><ul><ul><li>No matter how great your communications </li></ul></ul><ul><li>Leadership must be maintained at every consumer touchpoint </li></ul><ul><ul><li>Leadership in one place can’t compensate for lapses elsewhere </li></ul></ul><ul><li>Negative perceptions of your consumer can erode a youth brand as surely as negative brand perceptions </li></ul><ul><li>A well-integrated product portfolio is often more powerful than the sum of its parts </li></ul><ul><ul><li>Because it creates a badgeable lifestyle </li></ul></ul>
    • 51.  
    • 52. <ul><li>Absolut took a moribund category and injected it with fresh life </li></ul><ul><ul><li>Taking the lead on all fronts, from product design to communications </li></ul></ul><ul><li>It became part of pop culture – and then it became ubiquitous and coasted </li></ul><ul><li>And was ultimately overthrown by a competitive set that learned from the leader and topped it </li></ul>
    • 53. The swill for alcoholic Russian peasants The cocktail of choice for urban sophisticates
    • 54. Harsh, nearly toxic Pure
    • 55. From the evil empire From the most attractive country in the world
    • 56. Cheap, foreign & old-fashioned Premium, relevant & contemporary
    • 57. The usual spirits clutter Absolut Breakthrough
    • 58. Consumers collected the ads, made statements with them, and created their own
    • 59. It activated lazily The campaign became tired & expected It failed to innovate first First Second
    • 60. Absolut was everywhere – and that meant it was in places where it shouldn’t be, and in the hands of consumers who shouldn’t have it
    • 61. One brand in particular rose to the challenge: Grey Goose
    • 62. Instead, it attacked where Absolut was most vulnerable Uninspired Creative work
    • 63. But the price difference made Grey Goose appear more premium $35 $28 Spirits experts acknowledge that all vodkas taste the same
    • 64. In an image-driven category, who wouldn’t want to be seen drinking the best? A premium vodka must taste better, right?
    • 65. No longer just top shelf, it was bottle service
    • 66. Music Film series Publishing Golf TV
    • 67. 25% volume growth year on year between 06-07
    • 68. Once lost, leadership can be very difficult to regain
    • 69. <ul><li>Complacency can undermine a leader as surely as a failure </li></ul><ul><ul><li>Winning formulas are ultimately just that: formulaic </li></ul></ul><ul><li>In fast moving categories, the leader has to move faster </li></ul><ul><li>A leader brand’s weaknesses in one area will be exploited by the competition </li></ul><ul><li>In image categories, ubiquity may drive short term sales, but it can be deadly in the long term </li></ul><ul><ul><li>Gatekeeping is vitally important </li></ul></ul>
    • 70.  
    • 71. <ul><li>Burger King is a classic rise & fall leadership story with the promise of redemption </li></ul><ul><ul><li>Its fall is an important cautionary tale </li></ul></ul><ul><ul><li>And its return helps us understand how to stay on track </li></ul></ul>
    • 72. <ul><li>Teen target </li></ul><ul><li>Grilled burgers </li></ul><ul><li>Custom made </li></ul><ul><li>Cheeky attitude </li></ul><ul><li>Food-focused experience </li></ul><ul><li>Family target </li></ul><ul><li>Fried burgers </li></ul><ul><li>Pre-made </li></ul><ul><li>Kiddie attitude </li></ul><ul><li>Fun-focused experience </li></ul>Burger king McDonald’s vs. A successful #2 brand built on a compelling core
    • 73. An explosion that proved difficult to control: A cancer of success 1982: 3,500 franchises Founded in 1954 1967: 247 franchises
    • 74. Source: Burger King Case study, warc, 2005 Focus Focus Focus “ The brand had become schizophrenic with its targeting.” <ul><ul><li>“ The brand lacked a consistent personality and identity.” </li></ul></ul>“ Npd had become filled with products that lacked relevance to consumers.” “ The environment had become sterile and corporate, lacking any humanity or sense of fun.”
    • 75. 1. 2. 3. 2001 1. 2. 3. 2002 +2% +11% -21% Source: BusinessWeek, warc
    • 76.  
    • 77. Burger King could have tried to reinvent itself once more to fit with the times… … Instead, however, the brand returned to its core
    • 78. “ Superfans”: young men aged 18 – 34 who average 18% of customers but 49% of sales
    • 79. Unapologetically bigger, juicier (and unhealthier) burgers
    • 80.  
    • 81. An in-store overhaul to connect in all the details “ Everything from the restaurants' signs to the employee uniforms…. All those things are branded experiences, and are being reworked.&quot; – Alex Bogusky
    • 82. “ When McDonald's tries to get hip, they show us kids playing basketball on rollerblades. BK's stuff is just far more subversive – [which] its cynical consumers appreciate.” -- Slate.Com Work that’s not afraid to polarise in order to engage with its target
    • 83.  
    • 84.  
    • 85. <ul><li>Burger king spoofs on youtube </li></ul><ul><li>King character on myspace with 10,000+ friends </li></ul><ul><li>Family guy poked fun at subservient chicken </li></ul>
    • 86. Rev (millions) Source: warc 1. 2. 3.
    • 87. <ul><li>The cancer of success: a leader brand can lose its way during periods of rapid growth </li></ul><ul><ul><li>When it’s easy to lose sight of the core that sparked that growth </li></ul></ul><ul><li>A leader cannot be all things to all people: it must focus and sacrifice </li></ul><ul><ul><li>Play to your strengths; don’t try to be something you’re not </li></ul></ul><ul><li>Every touchpoint matters </li></ul><ul><ul><li>Burger King’s ads wouldn’t matter if the in-store experience hadn’t also been turned around </li></ul></ul>

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