Brand building - when marketing communication won't suffice

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This presentation was held at the Finnish Marketing Association on the 18th of Sept 2012. The key point is that as companies build brands, they need to focus more on differentiating their business instead of their communication, which ultimately leads to commoditization and failure.

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Brand building - when marketing communication won't suffice

  1. 1. BUILDING A STRONG BRAND IN A WORLD WHERE MARKETING COMMUNICATIONS WON’T SUFFICE BY TOBIAS DAHLBERG SUOMEN MARKKINTOINILIITTO 18.9.2012
  2. 2. WHY SHOULDTHEY CHOOSE YOUINSTEAD OF YOURCOMPETITION?Brand ConsultingInsight & Opportunity identificationBrand Strategy CLIENTSStrategy implementation Altia FiskarsInnovation PwCProduct & Service innovation SkannoConcept design Coca-Cola Mandatum LifeBranding Amer Sports ...Brand DesignBrand CommunicationsInternal branding & eventsCOPYRIGHT © 2012 WONDER GROUP WONDER MANIFESTO 2012 - PAG 12/50
  3. 3. WHAT IS A BRAND?
  4. 4. I SA G UT “A BRA ND FEE LI NG OM PAN Y, OU TA C A B SERV IC E.” DU CT ORPRO M arty Neumeier COPYRIGHT © 2012 WONDER GROUP
  5. 5. JU ST AN ND I SN OTAB RA RS OM E LA YEROIM A GE E. ED VA LU A DD TION AND E PERCEP NS W HOL A PERSO CE. IT’S EXPE RIEN COPYRIGHT © 2012 WONDER GROUP
  6. 6. WHY ARE BRANDS SO IMPORTANT?
  7. 7. LI NG IS G UT F EE. .. TH AT KE OR IL LM A W HA TW IN ES S! YO UR B US B REAK ESS MET RIC A NT BUSIN ST IMP ORT IT ’S TH E MO WONDER HELSINKI
  8. 8. DAP TT OA EAR NT OA IES M U ST L GWOR LDC OM PAN HAN GIN TAN TL YC CO NS “KODAK LOST ITS MOMENT” R . I . P. 1880-2011 WONDER INNOVATION
  9. 9. YEARS! NIN TEN 300 BI LLIO LUE OF TOTAL VASource: BrandZ Top 100 / 2012
  10. 10. P ET ITI ON TO C OM ILS DOWN IO N?IT ALL BO F YOUR CO M U PETIT INST EAD O HOO SE YO ULD THEY C WH Y SHO
  11. 11. NEW TH ING IS NOTA PETIT I ONC OM F COM PETI TION KEEP CHAN GING TH E MEANS O ONLY
  12. 12. U STOM ER. OF YOUR C TH E H EAD TIO N IS COM PETI RRIER TO TION. AY, T HE BA FERENTIATOD ABOU T DIF BR AND S ARE
  13. 13. HOW DO BRANDS WORK?
  14. 14. WHAT IS THE PRICE DIFFERENCE? WONDER HELSINKI
  15. 15. ILLY IS 14 TIMES MORE EXPENSIVE (= VALUABLE) ...ON THE SAME SUPERMARKET SHELF WONDER HELSINKI
  16. 16. METH ING DF OR SO DS STAN EB R AN METH ING OF VALUE TO SOM EON G IS SO IS SOMETHIN TH WONDER HELSINKI
  17. 17. DO TH EY C OU NT RYWHI CH OM ? CO ME FR
  18. 18. BR AI NI SA TH E CH AN ISM. NG M E RG AN IZISELF-O encounters. ever ything it e andl abel reco gnizIt tri es to
  19. 19. AL FILE. SA MENT A BR AN DI ECO GN IZE IREDT OR RE HA R D-W RT- CU TS. RB R AIN SA AKE SHOO U S AN DT OM PATTE RN ning. e s each mor o ur sho e lac get pa s t tying ba bly co uldn’t en’t, we proIf they wer T H E W O N D E R I N N O VAT I O N W O R K S H O P
  20. 20. SR EA LI TY PTI ON I PERC E UT SEEING THE WHOL E PIC TURE H INGS WITHO NS JUDGE T O UR BR AI KN OW THAT? WE R EALLY ? HOW DO T HE SA FEST VO LVO CARSARE
  21. 21. ED F OC US AN DS NEBR What is Porsche? SPORT OR SUV?
  22. 22. RK ET ING MA EP TI ON OF PE RC AB ATTLE RESIS UCT S, NO OF P RF ROD EATU BATTLEIT’S NOT A
  23. 23. , TH IS IS NA TE LY . UN F OR TU LIN G... AR EF AI WH E RE WE ELIVERY MISE AN DD O T PR S AR E ABOU BR AND
  24. 24. WHERE HAS BRAND BUILDING GONE WRONG?
  25. 25. -M . Po rter TIATION DIFF EREN by th e th e fir m gy where is a strate “di ffer entia tion ed iff ere nt eeks to b us tom ers that c s en e dim sions ong som dust r y alin its in val ue” WONDER INNOVATION
  26. 26. NAB LE, NOT SU STAI RATEG Y IS ESSED) TH IS ST B E INDUSTRIAL LY PROC SHOUL D NOT THERS (FOOD MA D E BY MO IVE BAR RIER MPETIT AIN A CO IT C O NTN OR DOES OTHERS TOO?) ORS EM PLOY M THE C OMPETIT (DON’T
  27. 27. ANDS A RE BR T O GH N OU BUI LT T HR CA TI ON S M MU NICO O R E) ( ANYMWONDER INNOVATION
  28. 28. SO, HOW ARE THEY BUILT THEN?
  29. 29. F FER EN T. UARE DI YODO N’ TJ UST SAY F ER EN T !B E DIF BUSINESS, TI ATE YOUR N! I FFEREN UN ICATIO D UR CO MM JUST YO NOT
  30. 30. TH EDAYB AC K IN DIFFERENTATION Safety Sportiness Durability 80 60 40 20 0 VOLVO AUDI WONDER BRAND I WONDER DESIGN I WONDER CREATIVE I WONDER PRODUCTION
  31. 31. TO DA Y? DIFFERENTIATION Safety Sportiness Durability 80 60 40 20 0 VOLVO AUDI WONDER BRAND I WONDER DESIGN I WONDER CREATIVE I WONDER PRODUCTION
  32. 32. ERTI SIN G. NEWA DV IGN IS T HE DES ERTI SIN G. EN EW ADV ION IS THI NN OVAT WONDER INNOVATION
  33. 33. ABO UT LTIMAT ELY DS AR EU . AN E BR VA L U O INN OVAT ION ATION T CO MM UNIC OC US F ROM VE YO UR FMO WONDER HELSINKI
  34. 34. EW VAL UE OVATE NIN N ODUC T ND T HE PRBEYO IR BOU GHT. EVERY PA ARITY FOR OES TO CH PAIR OF SHTO MS G IVES A
  35. 35. IO NALITY AS FUNCT HE SAM E IS N OTTVA LUE Some people pay 500 euros for swimsuits that aren’t even made for swimming. MISSONI
  36. 36. CT ITSELF HE PR O DU IS N OT IN TTH E VA LUE DY VALU ES IT ESS IF N OBO WORTHL MON D IS A DIA WONDER HELSINKI
  37. 37. WH AT YOUR AKE IS NOT HAT YO UM BU YS.W TOM ER CUS Y BUY A HOLE. A DRIL L. THE DON ’T BUY P EOPLE WONDER INNOVATION
  38. 38. EW VAL UE DLY FO RN R CH BR OA SEA DRINKING FARMING PREPARING LOGISTICS VA LUE ECO SYSTEM SERVING,REAL.LIFE MANUFACTURING BRANDING+PACKAGING SERVING,ONLINE SELLINGCOPYRIGHT WONDER HELSINKI 2012
  39. 39. The Value Menu *** Functional value What it does e.g. energizing me EA Emotional value CR EAT How it makes you feel EVAL UE e.g. NostalgiaU NI QU Symbolic value M IX. What e.g. it says about you “I am creative” Social value The greater benefit e.g. Bringing people closer ***
  40. 40. NT AG E= IVE ADVA CO MPE TIT LT UR E. RA TE CU C OR PO mpa nies vest in co eason to in ity to the o nly r their abil of p r ofit, ovate and onlys o urce bility to inn elt, GE“The e is th eir a ate” Jeffer y Imm in the futur differenti WONDER INNOVATION
  41. 41. ORTA NT OSTIMP HE F OU RM BER T OR EM EM T HI NG ST CO MM ON DS HA V E IN REAT B RANWH AT A LL G WONDER HELSINKI
  42. 42. 1DIFFERENCE
  43. 43. Exercise:THE BRAND BENEFITS MAP VALUABLE THIS STUFF IS IMPORTANT THIS STUFF MAKES YOU UNIQUE! DIFFERENT THIS STUFF WILL DESTROY YOU THIS STUFF DILUTES YOUR BRAND WONDER HELSINKI
  44. 44. Exercise: THE ONLINESS STATEMENTOUR BRAND IS THE ONLY ___________THAT _____________ category benefit WONDER HELSINKI
  45. 45. Something different than the norm.
  46. 46. 2 RELEVANCE
  47. 47. Something just for you.
  48. 48. 3 DESIRE
  49. 49. The love factor.Not always something you need.
  50. 50. 4 FAME
  51. 51. You cannot have fans if you’re not famous.
  52. 52. HOW TO PLAN FOR BRAND SUCCESS
  53. 53. BRAND STRATEGY CANVAS TM brand strategy made simple
  54. 54. OA BRA ND WO SIDES T ER E AR ETTH HOWHOW WE THEY SEE IT SEE IT WONDER HELSINKI
  55. 55. COMPANY CUSTOMER WONDER HELSINKI
  56. 56. COMPANY MARKET CUSTOMER WONDER HELSINKI
  57. 57. BRAND STRATEGY CANVAS™ CLIENT PROJECT DATE COMPANY MARKET CUSTOMERS COMPANY BRAND IDEA KEY ACTIVITIES MARKET PRODUCTS & SERVICES CUSTOMER CUSTOMER PROFILE CUSTOMER MOTIVATORS ENVIRONMENTS & CHANNELS POSITION PROMISE THIS IS WHERE THIS IS YOUR THIS IS YOUR YOU MAKE ASPIRATION REALITY IT HAPPEN COMMUNICATIONS IDENTITY KEY RESOURCES PEOPLE & BEHAVIOUR OPPORTUNITY OPPORTUNITY OPPORTUNITY THIS IS THE OPPORTUNITY
  58. 58. BRAND STRATEGY CANVAS™ CLIENT PROJECT DATE COMPANY MARKET CUSTOMERS BRAND IDEA KEY ACTIVITIES PRODUCTS & SERVICES CUSTOMER PROFILE CUSTOMER MOTIVATORS ENVIRONMENTS & CHANNELS POSITION PROMISE COMMUNICATIONS IDENTITY KEY RESOURCES PEOPLE & BEHAVIOUR OPPORTUNITY OPPORTUNITY OPPORTUNITY
  59. 59. BRAND STRATEGY CANVAS™ CLIENT PROJECT DATE COMPANY MARKET CUSTOMERS BRAND IDEA KEY ACTIVITIES PRODUCTS & SERVICES CUSTOMER PROFILE CUSTOMER MOTIVATORS WHAT SHOULD YOUR WHAT IS YOUR WHAT ACTIVITIES PRODUCTS AND DIFFERENTIATING SHOULD YOU FOCUS SERVICES BE LIKE? IDEA? ON? ENVIRONMENTS & CHANNELS POSITION PROMISE WHERE SHOULD YOU SELL AND MARKET YOUR OFFERING? WHO ARE YOUR WHY WOULD HOW SHOULD MOST IMPORTANT CUSTOMERS BUY CUSTOMERS WHAT VALUE CUSTOMER FROM YOU? PERCEIVE YOUR AND BENEFITS DO COMMUNICATIONS BRAND IN RELATION YOU PROMISE? SEGMENTS? WHICH THINGS ARE TO COMPETITION? HOW WILL THEY MOST IMPORTANT? LEARN ABOUT YOU? IDENTITY KEY RESOURCESWHAT ARE YOU LIKE? PEOPLE & BEHAVIOUR WHAT RESOURCES PERSONALITY WILL YOU NEED? HOW SHOULD YOUR VALUES ETC. PEOPLE BEHAVE? OPPORTUNITY OPPORTUNITY OPPORTUNITY WHAT ARE YOU REALLY WHERE IS THE WHAT NEED IS CURRENTLY GOOD AT? UNCHARTERED SPACE? BEING UNMET?
  60. 60. www.wonder.fi

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