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Be the Brand popular version
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Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
Be the Brand popular version
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Be the Brand popular version

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The "Be the Brand" 7E/7A concept for classroom presentation

The "Be the Brand" 7E/7A concept for classroom presentation

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  • 1. BE the BRANDIdentify with the Company Soul<br />[<br />]<br />Torben Valsted<br />
  • 2. Not a Preacher nor a Guru but Always in Search of the “Truth”Good judgment comes from experience. Experience comes from bad judgment.<br />[<br />]<br />
  • 3. PRACADEMICCopenhagen Business School, Carlsberg & Nestlé...now in Hrvatska Pošta<br />[<br />]<br />
  • 4. MYTH No. 1Emotional TV-advertising is the key to successful branding<br />
  • 5. MYTH No. 2We are not in branding (...it’s too expensive)<br />“A yawn is a silent shout”<br />Chesterton<br />
  • 6. MYTH No. 3The Marketing Department is the Centre of all Branding<br />Finance<br />Controlling<br />MARKETING <br />ORIENTATION<br />Sales<br />IT<br />MARKETING<br />Field Sales<br />Distribution<br />R&D<br />Production<br />HR<br />
  • 7. MYTH No. 4Strong Leadership is the Purpose in itself<br />
  • 8. MYTH No. 5Brand perception is the end-goal<br />
  • 9. Sustainable Profitable Growth IS the Ultimate Goal<br />Sales<br />Margin<br />Market<br />Production<br />Existing product<br />New products<br />Buying <br />frequency<br />Purchase<br />volumes<br />Selling <br />price<br />Product <br />Cost<br />Buying <br />frequency<br />Purchase<br />volumes<br />Sustainable Profitable Growth<br />Existing customers<br />New customers<br />“War does not determine who is right, only who is left”<br />Bertrand Russell<br />
  • 10. Profit is the Bi-product of Successful Branding<br />“Be the Brand” Thinking<br />Aimed at building customer acceptability, branding is an iterative process focused upon creating a total brand experience where the development of a spirited “Be the Brand” company culture is essential for delivering evidence strong enough to make the brand constitute a convincing promise in the minds of customers – the stronger the evidence the better the brand performance. <br />
  • 11. Branding and Profitability are Directly Linked<br />%<br />=<br />X<br />X<br />X<br />Buying frequency<br />Sales Value<br />(Volume x Price)<br />Noof customers<br />Margin<br />Profit<br />
  • 12. Lead Customers through the Purchasing Funnel<br />Cognitive<br />(Thinking)<br />Affective<br />(Feeling)<br />Behavior<br />(Doing)<br />
  • 13. Loyalty is a “Bendable” Term<br />VULNERABLE<br />LOYALTY<br />Behavioral Accept<br />POTENTIAL<br />Perceptual Accept<br />
  • 14. Brand<br />Evidence<br />Consumer<br />Targeting<br />Consumer<br />Targeting<br />Consumer<br />Targeting<br />Brand<br />Prioritisation<br />Consumer<br />Targeting<br />Consumer<br />Targeting<br />Consumer<br />Targeting<br />Consumer<br />Targeting<br />Brand<br />Prioritisation<br />Brand<br />Prioritisation<br />Brand<br />Prioritisation<br />Brand<br />Prioritisation<br />Promise<br />Brand<br />Prioritisation<br />Approach<br />Product<br />Promise<br />Brand<br />Prioritisation<br />Approach<br />Product<br />Idea<br />Promise<br />Approach<br />Product<br />Idea<br />Promise<br />Approach<br />Idea<br />Promise<br />Product<br />Idea<br />Promise<br />Approach<br />Product<br />Idea<br />Promise<br />Approach<br />Product<br />Idea<br />Approach<br />Product<br />Idea<br />Evidence<br />GenericCopy<br />Evidence<br />Fad<br />Random<br />Brand<br />Evidence<br />Evidence<br />Dilution<br />Unfocused<br />Brand<br />Evidence<br />Drifter<br />Evidence<br />Broken<br />Promise<br />Think from Idea to Delivering with Excellence<br />
  • 15. If you see...<br />“Recession is when a neighbor loses his job. <br />Depression is when you lose yours” <br />Ronald Reagan<br />
  • 16. ...you can be!<br />“Being a philosopher, I have a problem for every solution” <br />Robert Zend<br />16<br />
  • 17. The Story of DOMINO’s PIZZA<br />
  • 18. SEGMENTATIONIdentify Homogenous Groups RELEVANT to the Brand<br />[<br />]<br />“A diamond is forever”<br />De Beers Consolidated<br />
  • 19. TARGETINGBirds of a Feather Flock Together<br />[<br />]<br />“Just Do It”<br />Nike<br />
  • 20. POSITIONING = PROMISINGIf you don’t Stand for Something, you Will Fall for Anything<br />[<br />]<br />Seek out the Truth of Your Brand (Essense), dare to be Different and if You are not First in a Category, Set up a Category You can be First in!<br />“When it absolutely, positively has to be there overnight”<br />Federal Express<br />
  • 21. 4P’s...Introverted and Obsolete<br />Product<br />Consumers<br />Promotion<br />?<br />Place<br />Price<br />
  • 22. AVAILABILITYWhenever, Wherever<br />[<br />]<br />Ensure that customers can FIND the brand in the relevant channels and outlets<br />“It’s everywhere you want to be”<br />Visa<br />
  • 23. AFFORDABILITYWhat’s in it for me?<br />[<br />]<br />Ensure that customers understand the DEAL and accept the balance between price and perceived quality<br />“Reassuringly expensive”<br />Stella Artois<br />
  • 24. Ensure that customers can actually SEE the brand at the “moment of truth” in front of the shelves<br />“Have a break. Have a Kit-Kat.”<br />Kit-Kat (Nestlé)<br />APPEARANCE “Moment of Truth”<br />[<br />]<br />
  • 25. ACCOUNTABILITYDelivering on the Brand Promise<br />[<br />]<br />Ensure the organisation has BELIEF in the brand and that it’s transferred to customers<br />“We try harder”<br />Avis<br />
  • 26. ATTRACTIVENESSIt’s What’s Inside that Counts<br />[<br />]<br />Ensure that product quality and design is developed for customers to BOND with the brand<br />“There’s an app for that – <br />only on the iPhone”<br />Apple<br />
  • 27. ACTIVATIONStimulate to Develop Habits<br />[<br />]<br />Ensure that customers receive the right STIMULI to try or rebuy the brand<br />“Take the Pepsi challenge”<br />PEPSI<br />
  • 28. ASSOCIABILITYPerceive the Difference<br />[<br />]<br />Ensure that consumers FEEL the brand and connect to its relevant, differentiated, consistent and value driven brand promise<br />“It’s a Skoda. Honest.”<br />Skoda<br />
  • 29. 29<br />Ensure that customers can FIND the brand in the relevant channels and outlets<br />AVAILABILITY<br />Ensure that customers understand the DEAL and accept the balance between price and quality<br />AFFORDABILITY<br />Ensure that customers can actually SEE the brand at the “moment of truth” in front of the shelves<br />APPEARANCE<br />Ensure that the entire organization has the adequate BELIEF in the brand and that it’s motivated to promote the brand in every way<br />ACCOUNTABILITY<br />Ensure that the product quality and design is developed for customers to create a strong BOND with the brand<br />ATTRACTIVENESS<br />Ensure that customers get the relevant STIMULI to try or rebuy the brand<br />ACTIVATION<br />Ensure that consumers FEEL the brand and perceived its added value in a way differentiated from competition brands<br />ASSOCIABILITY<br />Balance Brand Evidence for Optimized Impact<br />30%<br />15%<br />20%<br />5%<br />Strategic Balancing of Evidence<br />10%<br />5%<br />Positioning & Communication Platform<br />Segmentation & Targeting<br />20%<br />15%<br />Consumer<br />Acceptability<br />Promise<br />Evidence<br />Portfolio Growth Strategy<br />10%<br />20%<br />5%<br />10%<br />5%<br />30%<br />
  • 30. Chance<br />Activation<br />Attractiveness<br />Attractiveness<br />Associability<br />Accountability<br />Appearance<br />Affordability<br />Associability<br />Accountability<br />Appearance<br />Affordability<br />Availability<br />Attractiveness<br />Associability<br />Accountability<br />Appearance<br />Affordability<br />Availability<br />Attractiveness<br />Attractiveness<br />Attractiveness<br />Attractiveness<br />Associability<br />Accountability<br />Appearance<br />Availability<br />Associability<br />Accountability<br />Affordability<br />Availability<br />Associability<br />Appearance<br />Affordability<br />Availability<br />Associability<br />Accountability<br />Appearance<br />Affordability<br />Availability<br />Accountability<br />Appearance<br />Affordability<br />Availability<br />Activation<br />No find<br />Activation<br />No deal<br />Activation<br />No see<br />Activation<br />No belief<br />Activation<br />No bond<br />Activation<br />No feel<br />No stimuli<br />Combined Power of 360 Story-telling thru 7A’s<br />
  • 31. Lead for Market Orientation<br />One<br />focus<br />One<br />language<br />One <br />way of working<br />Finance<br />Controlling<br />MARKET <br />ORIENTATION<br />Sales<br />7A<br />7A<br />IT<br />Customer<br />Field Sales<br />7A<br />7A<br />Distribution<br />Marketing<br />“Wars may be fought with weapons, but they are won by men”<br />George Patton<br />Production<br />HR<br />
  • 32. ENVISION<br />Ensure the organisation share the same 7A-based DREAM of building brand success<br />“Information at your fingertips<br />Microsoft<br />
  • 33. ENABLE<br />Ensure to implement 7A-targeted DIRECTIONS on how to optimize the tools and processes needed to develop the brand<br />
  • 34. ENERGIZE<br />Ensure that results are shared and people stimulated to develop a DRIVE worthy of true brand enthusiasts<br />
  • 35. EMPOWER<br />Ensure to delegate responsibility and develop INITIATIVE to innovate and constantly improve overall brand performance<br />
  • 36. ENGAGEMENT PLAN<br />Ensure that the entire organization share the same TARGETING of future brand development activities<br />
  • 37. EXECUTION<br />Ensure to utilize the FORCE of everyone in the organization lifting together in a coached approach<br />
  • 38. EVALUATION<br />Ensure that the organization is listening to market RESPONSE and constantly strive to learn and improve...correct to target!<br />
  • 39. Chance<br />Evaluation<br />Engagement<br />Plan<br />Engagement<br />Plan<br />Engagement<br />Plan<br />Engagement<br />Plan<br />Engagement<br />Plan<br />Engagement<br />Plan<br />Engagement<br />Plan<br />Execution<br />Empowering<br />Energizing<br />Enabling<br />Execution<br />Empowering<br />Energizing<br />Enabling<br />Envisioning<br />Execution<br />Empowering<br />Energizing<br />Enabling<br />Envisioning<br />Execution<br />Empowering<br />Energizing<br />Envisioning<br />Execution<br />Empowering<br />Enabling<br />Envisioning<br />Execution<br />Energizing<br />Enabling<br />Envisioning<br />Execution<br />Empowering<br />Energizing<br />Enabling<br />Envisioning<br />Empowering<br />Energizing<br />Enabling<br />Envisioning<br />Evaluation<br />No dream<br />(confusion)<br />No directions<br />(frustration)<br />Evaluation<br />No drive(slow pace)<br />Evaluation<br />No initiative<br />(demotivation)<br />Evaluation<br />No targeting<br />(false start)<br />Evaluation<br />No force(poor results)<br />Evaluation<br />No response<br />(Extinction)<br />Combined Power of 7E’s<br />
  • 40. “BE the BRAND”Leveraging the Combined Power of 7A’s and 7E’s<br />EVALUATE<br />Response to Learn & Develop<br />What did we learn?<br />EXECUTE<br />Force of Performing Together<br />Who is performing according to plan and how to coach?<br />ENGAGE<br />Commit the Team to Targets<br />How to target and engage the organisation to realize the vision?<br />ENERGIZE<br />Individual & Team Drive<br />How do we create the energy needed to make the journey?<br />EMPOWER<br />Initiative to Develop & Innovate<br />Who is responsible?<br />ENABLE<br />Directions to Cooperate<br />What is needed to get there?<br />ENVISION<br />Shared Dream & Culture<br />Where are we going?<br />7A Response & Correction to Target <br />Force of Focused 7A Execution<br />7A Strategy, Tactics & Op. Plan<br />7A Focused Organisation<br />Drive <br />Delegate 7A Responsi-<br />bilities<br />Operational Framework to Drive 7As<br />Business<br />Idea & Mission<br />Develop the Long-term 7A Vision<br />Organizational Parameters<br />“Being a leader is like being a lady, if you have to go around telling people you are one, <br />you aren’t”<br />M. Thatcher<br />Operational Parameters<br />
  • 41. Learn to Respect the Learning Curve!<br />Temptation to quit<br />Confidence level <br />in the team<br />Unconsciously Incompetent<br />Consciously Competent<br />7<br />1. Forming<br />Consciously Incompetent<br />4. Performing<br />2. Storming<br />3. Norming<br />Competence<br />
  • 42. 42<br />

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