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MANAGING A TOTAL BRAND EXPERIENCE 

IN 100 COUNTRIES
BENGT ERIKSSON

GLOBAL MASTER BRAND DIRECTOR, SCA
www.brandleadership...
What do these buildings/places have in common?
MANAGING A TOTAL BRAND
EXPERIENCE 

BENGT ERIKSSON

GLOBAL MASTER BRAND
www...
SCA is a leading global hygiene and forest products company
Founded in
1929
44 000 employees and
sales in 100 countries
Eu...
The SCA sustainability effect
www.brandleadershipforum.se
SCA has been through a major transformation…
www.brandleadershipforum.se
www.brandleadershipforum.se
Four business areas 2009
www.brandleadershipforum.se
SCA brand portfolio – a power house of brands
www.brandleadershipforum.se
Corporate brand
!
Lead brand for shareholders,
SCA employees, distributors
and commercial partners
!
SCA is the source of ...
Leading market positions – Global Master Brands
www.brandleadershipforum.se
Branding Case – Tork®
Tork – a billion € brand with global reach
No.1professional
hygiene brand
globally
6 million
Tork dispensers installed
in ...
Our products and services
Personal hygiene
www.brandleadershipforum.se
Our products and services
Wiping, cleaning and polishing
www.brandleadershipforum.se
Our products and services
Napkins and table ware
www.brandleadershipforum.se
Tork – a design-driven brand
www.brandleadershipforum.se
Tork brand challenges
Dealing with complexity
Branding in B2B
Building a global brand
Delivering a consistent end-user exp...
Dealing with
complexity
CHALLENGE
Wide difference in terms of needs & benefits, attitudes and behavior
End customer insight & segmentation
www.brandleadersh...
End customer insight & segmentation
We develop a Tork-branded portfolio of offers based on a deep understanding of custome...
Product segmentation
Quality&Perfomance
Tork Universal caters for
your basic needs
Tork Advanced always gives
you a good p...
Branding in B2B
CHALLENGE
Strong emotionally engaging brands are just as relevant in B2B
”Our customers are people too. We’re
all emotional beings. ...
Importance of branding in B2B
BrandFunction
Functions of B2B and B2C Brands
Although the brands play different roles in B2...
Building a
global brand
CHALLENGE
Definition of a (truly) global brand
Same
name
Same look
and feel
Same
position
Same
image
Same
offering
www.brandleadersh...
Must create management commitment
Become a brand-driven organization
The organization needs to be convinced that
a strong ...
Brand integration
www.brandleadershipforum.se
Defining global vs local
As global as possible,
as local as necessary
!
Involve local markets in
global projects
!
Always ...
Defining a set of building blocks
Brand Strategy
Pack Design Guidelines
Brand Platform including Brand Essence
Brand Expre...
The benefits of a global assortment
www.brandleadershipforum.se
Build brand awareness in all markets
Delivering a
consistent
end-customer
experience
CHALLENGE
The Tork
customer
experience
Sales and
support
Customer care
programme
Distributor
support
Internal
communications
Exhibit...
Building the
brand through
distributors
CHALLENGE
Producer
Cleaners
Caterers
Others
Specialists
Generalists
Distributors
Others
Service Providers
End-users
Industry
Trade &...
Building the brand through distributors
Make it easy to buy!
!
Make it easy to sell!
www.brandleadershipforum.se
The digital
transformation
CHALLENGE
Changed buying behavior
Awareness Purchase
Sales engagement
point – earlier
Sales engagement
point – today
Gather info Eva...
“Digital first”
Mobile sales tools
Globally developed app’s for support of SCA’s sales force
www.brandleadershipforum.se
Connected washrooms by Tork
In work places there are many things that just
need to work
!
One such function is the washroo...
Summary
The benefits of a more consistent, stronger Tork brand
A more attractive offer to distributors and end-customers
o...
www.brandleadershipforum.se
FOUNDER
PARTNERS
BREAKFAST SPONSOR
WWW.SPACEPRODUCTION.SE WWW.BILLES.SE WWW.BOBBYHOUSTON.SE WW...
Brand Leadership Forum - Managing a total brand experience in 100 countries.
Brand Leadership Forum - Managing a total brand experience in 100 countries.
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Brand Leadership Forum - Managing a total brand experience in 100 countries.

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Global Master Brand Director Bengt Eriksson from SCA tells the story how SCA succeeded in building Tork into a world leading brand, covering 100 countries.

Published in: Leadership & Management
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Brand Leadership Forum - Managing a total brand experience in 100 countries.

  1. 1. MANAGING A TOTAL BRAND EXPERIENCE IN 100 COUNTRIES BENGT ERIKSSON GLOBAL MASTER BRAND DIRECTOR, SCA www.brandleadershipforum.se
  2. 2. What do these buildings/places have in common? MANAGING A TOTAL BRAND EXPERIENCE BENGT ERIKSSON GLOBAL MASTER BRAND www.brandleadershipforum.se
  3. 3. SCA is a leading global hygiene and forest products company Founded in 1929 44 000 employees and sales in 100 countries Europe’s largest private forrest owner www.brandleadershipforum.se
  4. 4. The SCA sustainability effect www.brandleadershipforum.se
  5. 5. SCA has been through a major transformation… www.brandleadershipforum.se
  6. 6. www.brandleadershipforum.se Four business areas 2009
  7. 7. www.brandleadershipforum.se
  8. 8. SCA brand portfolio – a power house of brands www.brandleadershipforum.se
  9. 9. Corporate brand ! Lead brand for shareholders, SCA employees, distributors and commercial partners ! SCA is the source of credibility for Tork sustainability ! Product and service brand ! Lead brand for end-customers ! Tork is one of the global SCA global brands, specifically for B2B end-customers ! Endorsed by SCA global capabilities and investment ! ! SCA endorser strategy www.brandleadershipforum.se
  10. 10. Leading market positions – Global Master Brands www.brandleadershipforum.se
  11. 11. Branding Case – Tork®
  12. 12. Tork – a billion € brand with global reach No.1professional hygiene brand globally 6 million Tork dispensers installed in workplaces around the world each year dedicated to developing Tork products and services, in the US, China and Europe 100 people+ www.brandleadershipforum.se
  13. 13. Our products and services Personal hygiene www.brandleadershipforum.se
  14. 14. Our products and services Wiping, cleaning and polishing www.brandleadershipforum.se
  15. 15. Our products and services Napkins and table ware www.brandleadershipforum.se
  16. 16. Tork – a design-driven brand www.brandleadershipforum.se
  17. 17. Tork brand challenges Dealing with complexity Branding in B2B Building a global brand Delivering a consistent end-user experience Building the brand through distributors The digital transformation www.brandleadershipforum.se
  18. 18. Dealing with complexity CHALLENGE
  19. 19. Wide difference in terms of needs & benefits, attitudes and behavior End customer insight & segmentation www.brandleadershipforum.se
  20. 20. End customer insight & segmentation We develop a Tork-branded portfolio of offers based on a deep understanding of customer needs and how these are segmented www.brandleadershipforum.se 31 000In 2014 we spoke to customers across the world
  21. 21. Product segmentation Quality&Perfomance Tork Universal caters for your basic needs Tork Advanced always gives you a good performance Tork Premium is the best you can get www.brandleadershipforum.se
  22. 22. Branding in B2B CHALLENGE
  23. 23. Strong emotionally engaging brands are just as relevant in B2B ”Our customers are people too. We’re all emotional beings. We want context. We want relevance. We want connections…” Beth Comstock, CMO, General Electric. www.brandleadershipforum.se
  24. 24. Importance of branding in B2B BrandFunction Functions of B2B and B2C Brands Although the brands play different roles in B2B versus B2C markets… Importance to Purchase Decision Maker 14% Image Enhancement Information Effiency Risk Reduction 0% 25% 40% 37% 41% 23% 45% 50% Business-to-Consumer Business-to-Business Source: Marketing Leadership Council Research www.brandleadershipforum.se
  25. 25. Building a global brand CHALLENGE
  26. 26. Definition of a (truly) global brand Same name Same look and feel Same position Same image Same offering www.brandleadershipforum.se
  27. 27. Must create management commitment Become a brand-driven organization The organization needs to be convinced that a strong brand equals good business www.brandleadershipforum.se
  28. 28. Brand integration www.brandleadershipforum.se
  29. 29. Defining global vs local As global as possible, as local as necessary ! Involve local markets in global projects ! Always have the long-term goal in mind GLOBAL LOCAL www.brandleadershipforum.se
  30. 30. Defining a set of building blocks Brand Strategy Pack Design Guidelines Brand Platform including Brand Essence Brand Expression Guidelines Brand Architecture and Product NamingCommunication Platform Digital Guidelines Tork Design DNA Visual Guidelines (refills) …and make them work together www.brandleadershipforum.se
  31. 31. The benefits of a global assortment www.brandleadershipforum.se
  32. 32. Build brand awareness in all markets
  33. 33. Delivering a consistent end-customer experience CHALLENGE
  34. 34. The Tork customer experience Sales and support Customer care programme Distributor support Internal communications Exhibitions Print and digital customer communications Training and education Business principles Design Product line Naming New product development Assortment Quality Leadership behaviours Billing PR Sales meetings After sales service Products and services Marketing and communications People and behaviour Research and development Customer insight Proposition development Consistency through out the customer experience www.brandleadershipforum.se
  35. 35. Building the brand through distributors CHALLENGE
  36. 36. Producer Cleaners Caterers Others Specialists Generalists Distributors Others Service Providers End-users Industry Trade & Service Health Care HoReCa Public Admin. & Services Go-to-market model Majority of sales through indirect sales www.brandleadershipforum.se
  37. 37. Building the brand through distributors Make it easy to buy! ! Make it easy to sell! www.brandleadershipforum.se
  38. 38. The digital transformation CHALLENGE
  39. 39. Changed buying behavior Awareness Purchase Sales engagement point – earlier Sales engagement point – today Gather info Evaluate info Source: Marketing Leadership Council Research ”No man’s land” www.brandleadershipforum.se
  40. 40. “Digital first”
  41. 41. Mobile sales tools Globally developed app’s for support of SCA’s sales force www.brandleadershipforum.se
  42. 42. Connected washrooms by Tork In work places there are many things that just need to work ! One such function is the washroom. If it doesn’t work properly people will notice and complain. ! But maintenance is complex and built on estimations. Some of the work is time-consuming without adding value. What if a washroom could tell what maintenance that is needed? www.brandleadershipforum.se
  43. 43. Summary The benefits of a more consistent, stronger Tork brand A more attractive offer to distributors and end-customers operating locally and internationally Achieve higher levels of profitability: helping us meet our commercial objectives Faster to market and greater economies of scale: more efficient global investment Maximizing our time, energy and resources by focusing on what fits with our brand www.brandleadershipforum.se
  44. 44. www.brandleadershipforum.se FOUNDER PARTNERS BREAKFAST SPONSOR WWW.SPACEPRODUCTION.SE WWW.BILLES.SE WWW.BOBBYHOUSTON.SE WWW.PDGM.SE WWW.BISNODE.SE WWW.KSE.SE WWW.DANILORESTAURANG.SE WWW.LEIDENKRANTZ.SE

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