Shift. @ CEIBS:
Branding beyond advertising
                              May 2010
Let’s start with
an example.
Designed
by Apple in
California.
Assembled
in China.
RMB 5,880
What is
the value of
the parts?
Parts:
RMB 1,175 (20%)
What is
the value of
assembled
in China?
Assembled in China:
RMB 45 (<1%)
What is
the value of
designed by
Apple in
California?
Designed by Apple
in California:
RMB 4,660 (79%)
Designed
by Apple in
California = 4,660.
Assembled
in China = 45.
“We’ve lost bucketloads of
 money to foreigners because
 they have brands and we
 don’t. Our clothes are Italian,
 French,...
Agenda for the
rest of today.
1.   A brief introduction
     to Shift.



2.   Branding beyond
     advertising.



3.   Questions &
     answers.
1.   A brief introduction
     to Shift.



2.   Branding beyond
     advertising.



3.   Questions &
     answers.
Born on 08.08.08. Shift. is a new breed
of branding firm dedicated to creating
 the next generation of brand leaders
     ...
Big global
             agencies
Expertise




                                           Local
                          ...
The founding partners.
38   projects
18   clients
12   people
 6   countries
 2   offices
 1   Shift.
We help clients solve   We craft brand strategy
their branding and      Innovation
                        Opportunity ass...
1.   A brief introduction
     to Shift.



2.   Branding beyond
     advertising.



3.   Questions &
     answers.
Brands are valuable
business assets.
Top 10 most valuable global brands, 2010




Source: Financial Times/BRANDZ Most Valuable Global Brand Study
$2,000,00
0,000,000
Combined value of world’s top 100 brands, 2010.
Top 10 most valuable global brands, 2010




Source: Financial Times/BRANDZ Most Valuable Global Brand Study
$0.00
Google spending on advertising.
“A brand is a living entity
 in the hearts and minds
 of customers. It is enriched
 or undermined over time,
 the product ...
Communications.
Advertising
Promotions
Sponsorships
Direct Marketing
PR



                   Your brand.
The communications-reality gap
Building a brand
beyond advertising
is not only possible.
It is becoming
necessary.
Communications.                  Products&Services.
Advertising                      Product portfolio
Promotions         ...
Communications.                  Products&Services.
Advertising                      Product portfolio
Promotions         ...
Example:
Virgin Atlantic
Airline customer journey




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




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




  Leave for   Check-in   Security   Lounge   Flight   Arrival    Leave for
   airport                    ...
Limo pick-up
VIDEO: Drive-through check-in
VIDEO: London Heathrow Clubhouse
Upper class suite
On-board bar
In-flight massage
Revivals lounge
Virgin Atlantic Upper Class customer journey




               Drive                           Upper
   Limo      through...
Example:
Google
innovation
culture
Mission.

Organize the world's information and make
it universally accessible and useful.
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...
Encouraging people to follow their passions:
20% time
Flat hierarchy:
TGIF meetings
Openness to ideas:
Talks@Google
Encouraging innovation in areas Google cares about:
Google.org & Google Ventures
Retaining a sense of play:
Pac-Man 30th anniversary
Communications.                  Products&Services.
Advertising                      Product portfolio
Promotions         ...
Example:
Mengniu 60  th
anniversary
3,800,000,000
Mengniu Pure Milk packs produced every year.
¥76,000,000
Equivalent media value.
60th anniversary design concept:
Packaging as communications
Communications.                  Products&Services.
Advertising                      Product portfolio
Promotions         ...
Example:
Nokia & Bruce Lee
VIDEO: Nokia & Bruce Lee
Communications.                  Products&Services.
Advertising                      Product portfolio
Promotions         ...
Communications.                    Products&Services.
Experiment and make                Understand your
it accountable.  ...
Let’s talk.
BEIJING                    HONG KONG
Shift.                     Shift.
中国                         3&3A Upper S...
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
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Shift. @ CEIBS: Branding Beyond Advertising

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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

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Transcript of "Shift. @ CEIBS: Branding Beyond Advertising"

  1. 1. Shift. @ CEIBS: Branding beyond advertising May 2010
  2. 2. Let’s start with an example.
  3. 3. Designed by Apple in California. Assembled in China.
  4. 4. RMB 5,880
  5. 5. What is the value of the parts?
  6. 6. Parts: RMB 1,175 (20%)
  7. 7. What is the value of assembled in China?
  8. 8. Assembled in China: RMB 45 (<1%)
  9. 9. What is the value of designed by Apple in California?
  10. 10. Designed by Apple in California: RMB 4,660 (79%)
  11. 11. Designed by Apple in California = 4,660. Assembled in China = 45.
  12. 12. “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
  13. 13. Agenda for the rest of today.
  14. 14. 1. A brief introduction to Shift. 2. Branding beyond advertising. 3. Questions & answers.
  15. 15. 1. A brief introduction to Shift. 2. Branding beyond advertising. 3. Questions & answers.
  16. 16. 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.
  17. 17. Big global agencies Expertise Local agencies Responsiveness
  18. 18. The founding partners.
  19. 19. 38 projects 18 clients 12 people 6 countries 2 offices 1 Shift.
  20. 20. 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
  21. 21. 1. A brief introduction to Shift. 2. Branding beyond advertising. 3. Questions & answers.
  22. 22. Brands are valuable business assets.
  23. 23. Top 10 most valuable global brands, 2010 Source: Financial Times/BRANDZ Most Valuable Global Brand Study
  24. 24. $2,000,00 0,000,000 Combined value of world’s top 100 brands, 2010.
  25. 25. Top 10 most valuable global brands, 2010 Source: Financial Times/BRANDZ Most Valuable Global Brand Study
  26. 26. $0.00 Google spending on advertising.
  27. 27. “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
  28. 28. Communications. Advertising Promotions Sponsorships Direct Marketing PR Your brand.
  29. 29. The communications-reality gap
  30. 30. Building a brand beyond advertising is not only possible. It is becoming necessary.
  31. 31. 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
  32. 32. 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
  33. 33. Example: Virgin Atlantic
  34. 34. Airline customer journey Leave for Check-in Security Lounge Flight Arrival Leave for airport destination
  35. 35. Stress level Leave for Check-in Security Lounge Flight Arrival Leave for airport destination
  36. 36. Stress level Leave for Check-in Security Lounge Flight Arrival Leave for airport destination
  37. 37. Limo pick-up
  38. 38. VIDEO: Drive-through check-in
  39. 39. VIDEO: London Heathrow Clubhouse
  40. 40. Upper class suite
  41. 41. On-board bar
  42. 42. In-flight massage
  43. 43. Revivals lounge
  44. 44. Limo drop-off
  45. 45. 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
  46. 46. 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
  47. 47. Example: Google innovation culture
  48. 48. Mission. Organize the world's information and make it universally accessible and useful.
  49. 49. 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.
  50. 50. Encouraging people to follow their passions: 20% time
  51. 51. Flat hierarchy: TGIF meetings
  52. 52. Openness to ideas: Talks@Google
  53. 53. Encouraging innovation in areas Google cares about: Google.org & Google Ventures
  54. 54. Retaining a sense of play: Pac-Man 30th anniversary
  55. 55. 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
  56. 56. Example: Mengniu 60 th anniversary
  57. 57. 3,800,000,000 Mengniu Pure Milk packs produced every year.
  58. 58. ¥76,000,000 Equivalent media value.
  59. 59. 60th anniversary design concept: Packaging as communications
  60. 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. 61. Example: Nokia & Bruce Lee
  62. 62. VIDEO: Nokia & Bruce Lee
  63. 63. 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
  64. 64. 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
  65. 65. 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

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