9. ALBAIK: a meaningful, different and salient brand
here in Jeddah
i am 17 years old and i work in al-baik as
a summer job, i know that some of you
might not believe me, but i'm really damn
proud to work in a place like this
oh, i miss albaik, it was one of the best
fried chicken i ever had and their sauce is
magic.
hhmmm i am crying that why i am not in
jeddah... I wanna see the crowd n eat al
baik chicken, fries etc... :( soooo nice !!!!
:) it should be open in all over saudi
arabia not only in jeddah!!!
9
Source: YouTube comments
11. People are more predisposed to buy brands they find
meaningful, different and salient
Meaningful
Brand
Associations
£
Different
Brand
Predisposition
In-market
Facilitators
Salient
Predisposed customers are also more likely to pay a
price premium
11
¥
$
€
12. Meaningful, different and salient brands…
… Have the POWER to
capture significantly
MORE VOLUME
POWER
… Can command a price
PREMIUM
PREMIUM
… Have much greater
POTENTIAL to gain
value share in the future
POTENTIAL
Each of these topline metrics is created from measures of how
meaningful, different and salient brands are.
12
13. Financially valuable brands are more meaningful,
different and salient
BrandZ Top 100
Most Valuable
Brands
Average Brand
Meaningful
100
Power
6
Salient
100
Meaningful
116
Power
11
Salient
127
Different 124
Different
100
The Most Valuable brands have a Power Score +71% versus the average
14. Meaningfully different brands produce better returns
Average operating profit reported as a percent of revenues
16%
15%
14%
13%
12%
11%
High Potential
10%
Low Power
14
Source: BrandZ and annual company reports for 49 companies
Low Potential
High Power
16. Purpose: the difference the brand intends to make in
people’s lives
Empowering individual
self-expression
Enabling selfexpression
with easy to
use
technology
Inspiring happiness
Refreshing the
world with a
celebration of
positive emotion
Helping people find the
information they need
Help humanity by
making information
universally
accessible and
useful
Enabling everyone to have a
healthy life
Sells and rents a
wide range of
goods from
water filters to
mattresses
Brands that have a clear sense of purpose empower staff and inspire
consumers
17. How can a new brand transform an established
product category like yogurt? Deliver on taste.
click here to listen to Chobani Founder’s Story
17
18. Delivery: Chobani’s taste and texture transformed the entire
U.S. yogurt category and created a US$1.5 billion brand
Between 2007 and 2012 the yogurt category grew by 30%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
2007
2008
2009
2010
2011
2012
Greek yogurt now accounts for 60% of the U.S. yogurt market up from a
few percent in 2005.
18
19. Until 2011 Chobani did not invest in traditional advertising
but relied on the power of WOM to promote the brand
Average feedback on category posts per 100,000 fans
3521
LIKES PER POST
258
COMMENTS PER POST
2471
103
845
52
CHOBANI
YOPLAIT
ACTIVIA
DANNON
33
27
CHOBANI
YOPLAIT
ACTIVIA
DANNON
Over an 8 week period Chobani attracts more likes and comments per post than competitors
19
20. Resonance: UK mobile services provider O2 put
consumer needs first in order to grow market share
MARKET SHARE
O2
Vodafone
Orange
World revolves around you
2002
2008
1. Whole business uniting behind shared brand KPIs ahead of short-term sales KPIs.
2. Leveraging every consumer touch point
3. Continual evolution of the offer and communications
20
21. Difference: Blue Moon detergent engages people instore to engage consumers with a different experience
Meaningful
90
2009
“The girl does not
only tell it has
good fragrance,
but also teaches
me how to smell it
properly – should
not directly smell
from the bottle,
but wave the
hands back &
forth to air the
fragrance out, as
to smell the
perfume”
Power
6
80
Salient
125
Different
Meaningful
156 Power
17 132
2013
156
Different
Salient
22. The four factors combine to create a meaningfully
different experience
DEFINE
22
22
24. Findability: Tropicana’s new packaging was not
recognized and revenues declined by $30 million
Make your brand is where and when people need it and easily recognized
25. Credibility: Häagen-Dazs in China builds credibility
through product, site location and wedding cakes
Build credibility through innovation and association with people, places
and events
25
26. Vitality: Coca-Cola’s “Open Happiness” campaign
resonates with people all over the world
Click TV to view ad
Keep your brand resonant, salient and part of contemporary culture
27. Vitality: break the mould and create something
engaging & new within your product category
Ads that are perceived as
different make your media
money work 25% harder
BUT what makes the ad
different must fit with the brand
Ads that are perceived as
different and fit with perceptions
of the brand work 75% harder
Ad effectiveness increases
with difference
6
5
4
3
Awareness
Index
2
1
0
Low
Medium
High
Make sure your advertising originates from what makes your
brand meaningfully different
27
28. Affordability: Levi’s made their brand accessible to
thousands of new consumers with a payment plan
70
Meaningful
60
50
40
30
20
Bought Last
10
0
2007
2008
2009
2010
Improve affordability – real or perceived – do not lower margins
28
29. Extendability: since 1955 Dove has grown
successfully across categories and countries
Dove grew from global sales of about €300M in 1990 to
becoming Unilever’s first €3B brand in 2011.
1955
1965
Bar soap 1
1991
1995
1997
1998
Global
expansion:
launched to 55
countries
between 19911994.
1999
2002
2010
Anti-aging
range
Facial
cleansers
Deodorant
2007
Dish soap
Body wash
Body lotion
Hair care
Men’s care
products
Leverage a strong brand by launching into new categories and countries
29
30. To grow a brand’s meaningful difference must be
amplified effectively and efficiently
DEFINE
AMPLIFY
GROW
