BUILDING BRANDS IN A WORLD WHERE COMMUNICATION WON'T DO IT.

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An introduction to brands and branding in a world where differentiation requires more than communication.

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BUILDING BRANDS IN A WORLD WHERE COMMUNICATION WON'T DO IT.

  1. 1. BRANDS AND BRANDING Tobias Dahlberg | Wonder Helsinki Lecture 25.5.2012
  2. 2. WE CREATE BRANDS THAT TRANSFORM BUSINESS www.wonderhelsinki.com
  3. 3. What we offer OPPORTUNITY WE BELIEVE THAT STRATEGY THE BRAND IS THE MOST IMPORTANT MEASURE INNOVATION OF BUSINESS SUCCESSBRAND EXPRESSION Financials are for keeping score, the brand is the game itself.
  4. 4. WHAT IS A BRAND?
  5. 5. DO TH EY C OU NT RYWHI CH OM ? CO ME FR
  6. 6. 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
  7. 7. 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
  8. 8. A BRAND IS A GUT FEELING ABOUT A COMPANY,PRODUCT OR SERVICE. Marty Neumeier
  9. 9. 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
  10. 10. O FVAL UE RC EP TI ON D IS A PEA BR AN
  11. 11. PR O DU CT RBEYO ND E GO ES FAVALUSome people pay 500 euros for swimsuits that aren’t even made for swimming.
  12. 12. Our Value Menu *** Functional value What it does Emotional valueIT’S NOT THE PRODUCT, IT’S How it makes you feelTHE TOTAL VALUE CONCEPT. Symbolic value What it says about you Social value The greater benefit ***
  13. 13. WHY ARE BRANDS SO IMPORTANT?
  14. 14. P ET ITI ON TO C OM ILS DOWNIT ALL BO ER ENTI ATION A BOUT DIFF ULTIMATELY ETITI O N IS CO MP
  15. 15. TR ATEGY IO NA SS FER EN T IAT to be different in its DIF here by the the fi rm seeks ers value” M. P orter strategy w hat cu stom tiatio n is a ensions t“dif feren g som e dim ustr y a lo n ind WONDER INNOVATION
  16. 16. Exercise:THE BRAND BENEFITS MAP VALUABLE YOU WANT THIS STUFF DIFFERENT WONDER HELSINKI
  17. 17. ET TE R, ETOB EB CO MP ET EN T!DON ’T EDIFF ER ET ETOB CO MP WONDER INNOVATION
  18. 18. Exercise: THE ONLINESS STATEMENTOUR BRAND IS THE ONLY ___________THAT _____________ category benefit WONDER HELSINKI
  19. 19. 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
  20. 20. 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
  21. 21. DM EA NS G A BR AN LU E. CR EATIN RI NG VA DD EL IVE TI NG ANCR EA THE COFFEE BEAN - A COMMODITY WONDER INNOVATION
  22. 22. WHICH ONE IS MORE VALUABLE? THE COFFEE BEAN AS BRAND. WONDER INNOVATION
  23. 23. ILLY IS 14 TIMES MORE EXPENSIVE, ON THE SAME SUPERMARKET SHELF WONDER INNOVATION
  24. 24. THE PRODUCT BEAN... EI NT HE REAL VALU I ST HE “Like a fine champagne house, illycaffè believes in producing a single, unique, perfect blend of coffee for both brewed and espresso preparation. A single blend means that illy can always be counted upon to have the same consistent taste, cup after cup, year after year.” WONDER HELSINKI | BRAND WORKSHOPS
  25. 25. THE PACKAGING EAL VAL UE C REATESRBRA NDING Coffee cans as pieces of interior design
  26. 26. RETAILIlly Bars & CafésIlly Ar t GalleryIlly Ar t Collection Retail as fashion boutiques WONDER HELSINKI | BRAND WORKSHOPS
  27. 27. DESIGN MERCHANDIZEUnique limited edition cups & designcompetitions keep Illy in the press. WONDER HELSINKI | BRAND WORKSHOPS
  28. 28. WONDER INNOVATION
  29. 29. BRAND VS. BRANDING
  30. 30. EBRANDIDEA TH TEGIC POSITION. . ALSO YOUR STRA HIND THE BRAND TIATING IDEA BETHE DIFFEREN CO N S U LT I N G | I N N OVAT I O N | D E S I G N | CO M M U N I C AT I O N
  31. 31. D EXPRESSIONSBRAN
  32. 32. FISKARS TVC “La performance a main” https://vimeo.com/33398996
  33. 33. S. BRANDING BRAND VWE ARE NOT ABOUT EYE SURGERYWE ARE NOT ABOUT SPECTACLESWE ARE ABOUT WELLNESS CO N S U LT I N G | I N N OVAT I O N | D E S I G N | CO M M U N I C AT I O N
  34. 34. REXECUTION. STRATEGY. POONICEBrands are built from the inside out.Will your client be able to execute onyour brand strategy and expressions without you?
  35. 35. BER TH IS. R EM EM ion. tand your vis er unders and who wil l nev can und erst ill b e cli ents t one theyThere w ter f utur e, bu em a bet cute on. Sho w th and exe WONDER HELSINKI
  36. 36. BUILDING BRANDS IN TODAY’S WORLD
  37. 37. EP TIO NAL ES OF EXC NG IN TIM WI T... ARE L IVI YOU KNOWE GE. DO N’T CH AN ESOUR CES... SIS. NAT URAL R INANC IAL CRI P OPULATION. F VALUES. AGING A PITALI SM. NEWNEW C
  38. 38. YEARS! NIN TEN 300 BI LLIO LUE OF TOTAL VASource: BrandZ Top 100 / 2012
  39. 39. DAP TT OA EAR NT OA IES M U ST L GW OR LDC OM PAN HAN GIN TAN TL YC CO NS “KODAK LOST ITS MOMENT” R . I . P. 1 8 8 0 -2 0 1 1 WONDER INNOVATION
  40. 40. AR ET HE GO NE WE RE BR AN DS YS WH EN .Y ET D A ER TIS I NG L TB Y A DV RY TO B UI EN CI E ST MO ST AG OU GHS TI LL NC ET HR D IF FE RE OD ELC RE ATE .T HI SM ICA TI ONC OM M UN IEN T... TS UF FIC IS NO WONDER INNOVATION
  41. 41. RTI SI N G. EW AD VE IS TH EN D ES IGN RTI SI N G. EW ADVE IS TH EN OVAT IONI NN WONDER INNOVATION
  42. 42. NT AG E= IVE AD VA OM PETIT UR E. C AT EC U LT CO RP OR 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
  43. 43. TI NT HE ALUE IS NOTH EV IT SELF P RO DUCT DY VALU ES IT ESS IF N OBO WORTHL MOND IS A DIA WONDER INNOVATION
  44. 44. 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
  45. 45. CO NC EPT BROAD VAL UE IS A DRINKING FARMING PREPARING LOGISTICS VA LUE ECO SYSTEM SERVING,REAL.LIFE MANUFACTURING EN TIAT ION. D DI FER FSERVING,ONLINE BRANDING+PACKAGINGVALUE AN LY FOR NEW SELLING L OOK B ROADCOPYRIGHT WONDER HELSINKI 2012
  46. 46. EB EYO ND EW VA LU OVAT EN CT INN RO DU TH EP BOUGHT. VERY PAIR TY F OR E ES TO C HARI PAIR O F SHOTO MS G IVES A
  47. 47. HO DS CAN TIO NM ET PR ODUC ING O LD EW VALUEREV IV VIDEN P RO WONDER HELSINKI
  48. 48. P UR PO SE STRO NG A NDSN EED BR ing m oney eyo nd mak n yo u ex ist b is the reasoP urp ose
  49. 49. HOW ONE COMPANY USES THEIR PURPOSE TO DIFFERENTIATE IN A MEANINGFUL WAY http://www.youtube.com/watch?v=aMfSGt6rHos
  50. 50. M EA NI NG VALUES& DS NEEDBR AN
  51. 51. GIV EBACK GH T AND UL DDELI NDS SHOBRA COKE HAPPIFY How do you thank customers for 125 years of loyalty? http://www.youtube.com/watch?v=tjCCCXC57Lk
  52. 52. Our Value Menu *** Functional value What it does e.g. energizing me Emotional value AU NIQ UE How it makes you feelCREATE e.g. Nostalgia LU EM IX. Symbolic value hat it says about you VA W e.g. “I am creative” Social value The greater benefit e.g. Bringing people closer *** WONDER INNOVATION
  53. 53. UDELIV ER? CE DO YO PER IEN MER EX OF CUSTOWH AT K IND or custo mer a superi y deliver s bel iev e the rs ag ree. of C EO’ cust ome Up to 80% rien ce. 8 % of expe
  54. 54. T HE INSIDE UILT FR OM DS AR EBBR AN CO N S U LT I N G | I N N OVAT I O N | D E S I G N | CO M M U N I C AT I O N
  55. 55. EED FO CUSBR ANDSN Sports or SUV brand?
  56. 56. WHAT MAKES A STRONG BRAND?
  57. 57. 1DIFFERENCE
  58. 58. Something different than the norm.
  59. 59. 2 RELEVANCE
  60. 60. Something just for you.
  61. 61. 3 DESIRE
  62. 62. The love factor.Not always something you need.
  63. 63. 4 FAME
  64. 64. You cannot have fans unless you have fame.
  65. 65. HOW TO PLAN FOR BRAND SUCCESS
  66. 66. BRAND STRATEGY Your brand strategy is your planfor establishing valued differentiation in the minds of selected audiences.
  67. 67. TOA BR AND WO SIDES ERE AR ET THHOW WE SEE IT HOW THEY SEE IT WONDER HELSINKI
  68. 68. KEY CONCEPTS OF BRAND STRATEGY BRANDING OPPORTUNITY .. CUSTOMER VISION SEGMENT .. .. BRAND IDEA CUSTOMER .. MOTIVATIONS IDENTITY ..BRAND PROMISE WONDER HELSINKI
  69. 69. R SU CC ESS ECEIPE FO AR CREATE UNIQUE VALUE PROMISES. DESIGN NEW VALUE DELIVER ON PROMISES BY INTERGRATING BY DOING THINGSINTERNAL FUNCTIONS. DIFFERENTLY. EXPLORE FOR NEW VALUE CREATION OPPORTUNITIES. WONDER HELSINKI
  70. 70. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY BRANDING BRAND EXPERIENCE OPPORTUNITY STRATEGY EXECUTION BRAND EXPRESSIONS AND CONTENT DEFINING AND UNDERSTANDING YOUR CUSTOMERS COMPANY BRAND VISION KEY ACTIVITIES PRODUCTS / SERVICES CUSTOMER SEGMENTS CUSTOMER MOTIVATORS ENVIRONMENTS CUSTOMER BRAND IDEA BRAND PROMISE COMMUNICATION COMPETITION BRAND IDENTITY KEY RESOURCES BEHAVIOR Your plan for establishing relevant differentiation The things you do and say to delight customers Exploring and defining your most important customers and in the minds of customers. and establish your brand.. what drives their behavior.Copyright Wonder Group 2012
  71. 71. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION BRAND KEY COMPANY VISION ACTIVITIES STEP NR 1. WHAT IS THE OPPORTUNITY? BRAND BRAND CUSTOMER PROMISE IDEA LOOK FOR FACTS, TRENDS AND INSIGHTS FOR EACH AREA. TURN INSIGHTS INTO OPPORTUNITIES. BRAND KEY COMPETITION IDENTITY RESOURCES Your plan for establishing relevant differentiation in the minds of customers.Copyright Wonder Group 2012
  72. 72. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION STEP NR 2. BRAND KEY COMPANY ACTIVITIES WHAT IS YOUR VISION? VISION BRAND WHAT IS YOUR CORE CUSTOMER BRAND IDEA PROMISE DIFFERENTIATING IDEA? BRAND KEY COMPETITION RESOURCES WHAT IS YOUR IDENTITY? IDENTITY VALUES | PERSONALITY | TONE Your plan for establishing relevant differentiation in the minds of customers.Copyright Wonder Group 2012
  73. 73. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION STEP NR 3. BRAND KEY COMPANY VISION ACTIVITIES WHAT TOTAL VALUE DO YOU OFFER? WHAT MUST YOU DO TO DELIVER? CUSTOMER BRAND BRAND PROMISE IDEA CONSIDER YOUR STRATEGIC FIT BRAND KEY COMPETITION IDENTITY RESOURCES Your plan for establishing relevant differentiation in the minds of customers.Copyright Wonder Group 2012
  74. 74. STRATEGY RK: BRANDGROUP WO PIZZERIA ZORBAS COPYRIGHT 2011 WONDER GROUP OY
  75. 75. HI BRAND CONSULTANTS! My name is Adonis. I am the owner of Zorbas.My business has been in decline for years.The competition is hard, the margins are low and we have very few customers. I don’t know what I should do.But guess what !!?? I won 2 million dollars in the lottery last month. Now I would like to expand my business with all my money. Please help me figure out how to make my business a success. Let me show you around...
  76. 76. BRANDING BRAND EXPRESSIONS AND CONTENT PRODUCTS / SERVICES ENVIRONMENTS COMMUNICATION BEHAVIORThe things you do and say to delight customers and establish your brand..
  77. 77. ENVIRONMENTS Air conditioning This is the bar Fun games & snack areaSports tv Party time Also for children
  78. 78. COMMUNICATION You like? WE ARE IN SOCIAL MEDIA TOO!
  79. 79. WE HAVE FRIENDSWHO LIKE US!
  80. 80. PRODUCTS HAPPY HOUR - EVERY HOUR / 2 BUCKS FOR A BEERPIZZAHAMBURGERGREEK KEBABHAMBURGERFALAFELYOU NAME IT...
  81. 81. THE BRIEF Create a brand strategy for Zorbas to help him differentiate and grow his business. Work in groups for 20 mins.Prepare to present your strategy to the group (max 5 mins).
  82. 82. ANY QUESTIONS? GOOD LUCK !
  83. 83. BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION BRAND KEY COMPANY VISION ACTIVITIES BRAND BRANDCUSTOMER PROMISE IDEA BRAND KEYCOMPETITION IDENTITY RESOURCES Your plan for establishing relevant differentiation in the minds of customers.
  84. 84. CHECK LIST:1. Discover insights - turn them into opportunities and vision.2. Find a unique idea for your brand / it is your position.3. Design your identity to strenghten the idea - give the brandsome personality.4. Think of what value you are offering, and what it takes todeliver this value. WONDER HELSINKI
  85. 85. THANK YOU !www.wonderhelsinki.comwww.tobiasdahlberg.com

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