When it comes to building brands, most companies focus on communications. But what really builds brands goes much deeper to include a company's products&services, people, and places. In this talk originally given by Shift. at CEIBS, China's top ranked business school, we explore how brands are built beyond advertising with examples from Virgin Atlantic, Google, Mengniu, and Nokia. For more on Shift. please visit us at http://www.shiftpartners.com

1. Shift. @ CEIBS:
Branding beyond advertising
May 2010

2. Let’s start with
an example.

5. Designed
by Apple in
California.
Assembled
in China.

6. RMB 5,880

7. What is
the value of
the parts?

8. Parts:
RMB 1,175 (20%)

9. What is
the value of
assembled
in China?

10. Assembled in China:
RMB 45 (<1%)

11. What is
the value of
designed by
Apple in
California?

12. Designed by Apple
in California:
RMB 4,660 (79%)

13. Designed
by Apple in
California = 4,660.
Assembled
in China = 45.

14. “We’ve lost bucketloads of
money to foreigners because
they have brands and we
don’t. Our clothes are Italian,
French, German, so the profits
are all leaving China. We need
to create brands, and fast.”
Fan Chunyong
General Secretary
China Industrial Overseas Development and Planning Association

15. Agenda for the
rest of today.

16. 1. A brief introduction
to Shift.
2. Branding beyond
advertising.
3. Questions &
answers.

17. 1. A brief introduction
to Shift.
2. Branding beyond
advertising.
3. Questions &
answers.

18. Born on 08.08.08. Shift. is a new breed
of branding firm dedicated to creating
the next generation of brand leaders
in emerging markets.

19. Big global
agencies
Expertise
Local
agencies
Responsiveness

20. The founding partners.

21. 38 projects
18 clients
12 people
6 countries
2 offices
1 Shift.

22. We help clients solve We craft brand strategy
their branding and Innovation
Opportunity assessment
marketing problems. Brand positioning
Brand architecture
Brand experience mapping
We design brand expression
Naming
Logo and look&feel
Packaging design
Retail and office spaces
Digital platforms
We aid brand management
Brand training
Employee engagement
Service delivery
Marketing capability
Brand metrics

24. 1. A brief introduction
to Shift.
2. Branding beyond
advertising.
3. Questions &
answers.

25. Brands are valuable
business assets.

27. Top 10 most valuable global brands, 2010
Source: Financial Times/BRANDZ Most Valuable Global Brand Study

28. $2,000,00
0,000,000
Combined value of world’s top 100 brands, 2010.

29. Top 10 most valuable global brands, 2010
Source: Financial Times/BRANDZ Most Valuable Global Brand Study

30. $0.00
Google spending on advertising.

32. “A brand is a living entity
in the hearts and minds
of customers. It is enriched
or undermined over time,
the product of a thousand
small gestures.”
Michael Eisner
Former CEO, Disney

33. Communications.
Advertising
Promotions
Sponsorships
Direct Marketing
PR
Your brand.

34. The communications-reality gap

35. Building a brand
beyond advertising
is not only possible.
It is becoming
necessary.

36. Communications. Products&Services.
Advertising Product portfolio
Promotions NPD
Sponsorships Customer service
Direct Marketing Contact centers
PR Loyalty programs
Your brand.
Place. People.
Offices Values
Buildings Recruitment
Retail presence Development
Trade shows Compensation
Special events Community&CSR

37. Communications. Products&Services.
Advertising Product portfolio
Promotions NPD
Sponsorships Customer service
Direct Marketing Contact centers
PR Loyalty programs
Your brand.
Place. People.
Offices Values
Buildings Recruitment
Retail presence Development
Trade shows Compensation
Special events Community&CSR

38. Example:
Virgin Atlantic

39. Airline customer journey
Leave for Check-in Security Lounge Flight Arrival Leave for
airport destination

40. Stress level
Leave for Check-in Security Lounge Flight Arrival Leave for
airport destination

41. Stress level
Leave for Check-in Security Lounge Flight Arrival Leave for
airport destination

42. Limo pick-up

43. VIDEO: Drive-through check-in

44. VIDEO: London Heathrow Clubhouse

45. Upper class suite

46. On-board bar

47. In-flight massage

48. Revivals lounge

49. Limo drop-off

50. Virgin Atlantic Upper Class customer journey
Drive Upper
Limo through Private Class Revivals Limo
pick-up check-in channel Clubhouse Suite lounge drop-off
Leave for Check-in Security Lounge Flight Arrival Leave for
airport destination

51. Communications. Products&Services.
Advertising Product portfolio
Promotions NPD
Sponsorships Customer service
Direct Marketing Contact centers
PR Loyalty programs
Your brand.
Place. People.
Offices Values
Buildings Recruitment
Retail presence Development
Trade shows Compensation
Special events Community&CSR

52. Example:
Google
innovation
culture

53. Mission.
Organize the world's information and make
it universally accessible and useful.

54. Ten things we know to be true.
1. Focus on the user and all else will follow.
2. It's best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You don't need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There's always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10. Great just isn't good enough.

55. Encouraging people to follow their passions:
20% time

56. Flat hierarchy:
TGIF meetings

57. Openness to ideas:
Talks@Google

58. Encouraging innovation in areas Google cares about:
Google.org & Google Ventures

59. Retaining a sense of play:
Pac-Man 30th anniversary

60. Communications. Products&Services.
Advertising Product portfolio
Promotions NPD
Sponsorships Customer service
Direct Marketing Contact centers
PR Loyalty programs
Your brand.
Place. People.
Offices Values
Buildings Recruitment
Retail presence Development
Trade shows Compensation
Special events Community&CSR

61. Example:
Mengniu 60 th
anniversary

62. 3,800,000,000
Mengniu Pure Milk packs produced every year.

63. ¥76,000,000
Equivalent media value.

64. 60th anniversary design concept:
Packaging as communications

73. Communications. Products&Services.
Advertising Product portfolio
Promotions NPD
Sponsorships Customer service
Direct Marketing Contact centers
PR Loyalty programs
Your brand.
Place. People.
Offices Values
Buildings Recruitment
Retail presence Development
Trade shows Compensation
Special events Community&CSR

74. Example:
Nokia & Bruce Lee

75. VIDEO: Nokia & Bruce Lee

76. Communications. Products&Services.
Advertising Product portfolio
Promotions NPD
Sponsorships Customer service
Direct Marketing Contact centers
PR Loyalty programs
Your brand.
Place. People.
Offices Values
Buildings Recruitment
Retail presence Development
Trade shows Compensation
Special events Community&CSR

77. Communications. Products&Services.
Experiment and make Understand your
it accountable. customer journey.
Example: Example:
Nokia Virgin Atlantic
Your brand.
Place. People.
Find hidden opportun- The most powerful brands
ities to build your brand. come from the inside.
Example: Example:
Mengniu Google

78. Let’s talk.
BEIJING HONG KONG
Shift. Shift.
中国 3&3A Upper Station Street
北京市朝阳区 大 soho尚都北塔 Sheung Wan
A Hong Kong
100020
Yvonne Yu, Partner Zoran Svetlicic, Partner
+86 13701169250 +852 9859 6726
yvonne@shiftpartners.com zoran@shiftpartners.com