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. BUILDING A STRONG BRAND IN A WORLD WHERE MARKETING COMMUNICATIONS WON’T SUFFICE BY TOBIAS DAHLBERG SUOMEN MARKKINTOINILIITTO 18.9.2012
- 2. WHY SHOULD THEY CHOOSE YOU INSTEAD OF YOUR COMPETITION? Brand Consulting Insight & Opportunity identification Brand Strategy CLIENTS Strategy implementation Altia Fiskars Innovation PwC Product & Service innovation Skanno Concept design Coca-Cola Mandatum Life Branding Amer Sports ... Brand Design Brand Communications Internal branding & events COPYRIGHT © 2012 WONDER GROUP WONDER MANIFESTO 2012 - PAG 12/50
- 3. WHAT IS A BRAND?
- 9. I SA G UT “A BRA ND FEE LI NG OM PAN Y, OU TA C A B SERV IC E.” DU CT OR PRO M arty Neumeier COPYRIGHT © 2012 WONDER GROUP
- 10. JU ST AN ND I SN OT AB RA RS OM E LA YERO IM 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
- 11. WHY ARE BRANDS SO IMPORTANT?
- 12. 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
- 13. DAP TT OA EAR NT OA IES M U ST L GWOR LD C OM PAN HAN GIN TAN TL YC CO NS “KODAK LOST ITS MOMENT” R . I . P. 1880-2011 WONDER INNOVATION
- 14. YEARS! NIN TEN 300 BI LLIO LUE OF TOTAL VA Source: BrandZ Top 100 / 2012
- 15. 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
- 16. NEW TH ING IS NOTA PETIT I ON C OM F COM PETI TION KEEP CHAN GING TH E MEANS O ONLY
- 17. U STOM ER. OF YOUR C TH E H EAD TIO N IS COM PETI RRIER TO TION. AY, T HE BA FERENTIA TOD ABOU T DIF BR AND S ARE
- 18. HOW DO BRANDS WORK?
- 19. WHAT IS THE PRICE DIFFERENCE? WONDER HELSINKI
- 20. ILLY IS 14 TIMES MORE EXPENSIVE (= VALUABLE) ...ON THE SAME SUPERMARKET SHELF WONDER HELSINKI
- 21. METH ING DF OR SO DS STAN E B R AN METH ING OF VALUE TO SOM EON G IS SO IS SOMETHIN TH WONDER HELSINKI
- 22. DO TH EY C OU NT RY WHI CH OM ? CO ME FR
- 23. BR AI NI SA TH E CH AN ISM. NG M E RG AN IZI SELF-O encounters. ever ything it e andl abel reco gniz It tri es to
- 24. 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 SHO O 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 pro If 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
- 25. 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 CARS ARE
- 26. ED F OC US AN DS NE BR What is Porsche? SPORT OR SUV?
- 27. RK ET ING MA EP TI ON OF PE RC AB ATTLE RES IS UCT S, NO OF P RF ROD EATU BATTLE IT’S NOT A
- 28. , 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
- 29. WHERE HAS BRAND BUILDING GONE WRONG?
- 30. -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 al in its in val ue” WONDER INNOVATION
- 32. 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 NT N OR DOES OTHERS TOO?) ORS EM PLOY M THE C OMPETIT (DON’T
- 33. ANDS A RE BR T O GH N OU BUI LT T HR CA TI ON S M MU NI CO O R E) ( ANYMWONDER INNOVATION
- 34. SO, HOW ARE THEY BUILT THEN?
- 35. F FER EN T. UARE DI YO DO 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
- 36. TH EDAY B 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
- 37. 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
- 38. ERTI SIN G. NEWA DV IGN IS T HE DES ERTI SIN G. EN EW ADV ION IS TH I NN OVAT WONDER INNOVATION
- 39. 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 F MO WONDER HELSINKI
- 40. EW VAL UE OVATE N IN N ODUC T ND T HE PR BEYO IR BOU GHT. EVERY PA ARITY FOR OES TO CH PAIR OF SH TO MS G IVES A
- 41. IO NALITY AS FUNCT HE SAM E IS N OTT VA LUE Some people pay 500 euros for swimsuits that aren’t even made for swimming. MISSONI
- 42. CT ITSELF HE PR O DU IS N OT IN T TH E VA LUE DY VALU ES IT ESS IF N OBO WORTHL MON D IS A DIA WONDER HELSINKI
- 43. 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
- 44. 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 SELLING COPYRIGHT WONDER HELSINKI 2012
- 45. 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. Nostalgia U 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 ***
- 46. 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
- 47. 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 RAN WH AT A LL G WONDER HELSINKI
- 48. 1 DIFFERENCE
- 49. 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
- 50. Exercise: THE ONLINESS STATEMENT OUR BRAND IS THE ONLY ___________THAT _____________ category benefit WONDER HELSINKI
- 51. Something different than the norm.
- 52. 2 RELEVANCE
- 53. Something just for you.
- 54. 3 DESIRE
- 55. The love factor. Not always something you need.
- 56. 4 FAME
- 57. You cannot have fans if you’re not famous.
- 58. HOW TO PLAN FOR BRAND SUCCESS
- 59. BRAND STRATEGY CANVAS TM brand strategy made simple
- 60. OA BRA ND WO SIDES T ER E AR ET TH HOW HOW WE THEY SEE IT SEE IT WONDER HELSINKI
- 61. COMPANY CUSTOMER WONDER HELSINKI
- 62. COMPANY MARKET CUSTOMER WONDER HELSINKI
- 63. 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
- 64. 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
- 65. 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 RESOURCES WHAT 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?
- 66. www.wonder.fi