About Branding


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Rob Meyerson's presentation to Le Club des étudiants français de Shanghai in October, 2010. Covers general branding concepts, benefits of sound brand strategy, challenges specific to China, and thoughts on what brands are capable of. The presentation was given in English and followed by Q&A. Will post a link to a blog post about the presentation.

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  • stop me if you have questions. kevin asked me to try the french, but…
    american = monolingual, capitalist, friendly, ambitious, cocky, loud…
    you have perceptions about me because I’m american. this is like branding.
  • brands have logos. each has a story. does anyone know apple logo story? not about logo, but what it conjures…
  • brands have leaders. many people were relieved when these two came into power (or returned to power). what does it say about apple or USA? do you think this is branding?
  • products. what do they say about your brand? america’s main export is culture (movies, music, etc.)
  • it’s really about the ideas that all these stand for. think different is a tagline, but also a mantra. very hard to wrap all the ideas up into a word or phrase, but this is what we try to do.
  • define brand by what it’s not. twitter background. designer got $6. huge believer in design, but because of what it can commnicate. branding is more than making things pretty. (twitter is unique.)
  • name the product? guess? no need to show it in the ads…it’s about a feeling; idea. freedom, rebellion. people get this brand tattooed on themselves?
  • anyone ever seen a starbucks ad? they got huge w/o traditional advertising. one of world’s most successful brands. coffee any good? it’s about “third place.” indulgence. experience.
  • story about alan getting upset at starbucks. employee ran after him with this. thousand small gestures.
  • could use different words, but same point. twitter is one-of-a-kind (new idea). harley makes itself relevant to bikers. starbucks is dependable…not for coffee, but experience (comfort when traveling). a brand’s job is to hit all three…not just for logo, etc., but the whole company. the idea. if successful…
  • benefits of doing this well. (relevance of apple brand)
  • barriers to entry. remember this when we talk about problems in asia.
  • great ad. expresses idea clearly. but really love that it’s in employee handbook. available online. makes me want to work there.
  • another example. anyone know who this is? brand goes deeper than advertising. chicken/egg.
  • brands are valuable. louis vuitton (21 B USD). notice not all consumer brands…B2B. all over world. Coke…unique? the idea is unique. it’s an original. relevant. coke market cap = 142B.
  • I’m not an expert (one year) but know people who are
    a few clear trends
  • changing with national pride/confidence
  • this has led to copycatting (perception)
    changing also; starbucks won case in 2006
    potential for rapid proliferation of brands, then consolidation (banks, auto, airline)
  • but differentiation is key to building strong brands…this needs to be overcome.
  • parity = equivalent, similar, same
  • china still seen as having major quality issues…this is lowest rung on “ladder.” needs to be overcome.
  • “already serious and recognizable” - Interbrand
  • Being more interactive with customers. Nike Chalk Bot. Cancer survivor. Tour de France- send in messages (Lance Armstrong connection) Emotional, physical connection.
  • The Japanese translation of Kit Kat—Kitto Katsu means "surely win“. There is a tradition of sending students good luck wishes before they take tough higher education entrance exams. So Nestle partnered with Japan's post office to create "Kit Kat Mail," a post card-like product sold only at the post office that could be mailed to students as an edible good luck charm.
  • collaboration and interaction --- no more “if we build it, they will come,” no more yelling. in china, this is still in debate.
  • Built business model around brand idea. Customer loyalty.
  • $1 for tapwater at restaurant (normally free). proceeds go to UNICEF to buy clean water for people who need it.
  • T Mobile- mobile service provider. Video to leave them on. http://v.youku.com/v_show/id_XMTQ1MzUwMzQw.htm
    "Life's for sharing. T-Mobile."l
  • About Branding

    1. 1. about brands* * a presentation by: rob meyerson senior brand consultant labbrand, shanghai prepared for: le club des étudiants français de shanghai
    2. 2. je m’appelle rob meyerson. je ne parle pas francais mais je veux vous remercier d’etre venu ce soir. je vais vous parler des strategies de branding et de marketing et j’espere au vous passere un bon moment. merci a tous. bonjour! rob meyerson, 2010 2
    3. 3. (i’m from the u.s.a.)
    4. 4. tangible and intangible attributes rob meyerson, 2010 4
    5. 5. tangible and intangible attributes rob meyerson, 2010 5
    6. 6. tangible and intangible attributes rob meyerson, 2010 6
    7. 7. tangible and intangible attributes rob meyerson, 2010 7 freedomthink different
    8. 8. tangible and intangible attributes “a brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” michael eisner, former ceo, disney rob meyerson, 2010 8
    9. 9. branding ≠ just graphic design rob meyerson, 2010 9
    10. 10. branding ≠ just products
    11. 11. branding ≠ just products “what we sell is the ability for a 43- year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” harley-davidson executive results-based leadership
    12. 12. branding ≠ just advertising rob meyerson, 2010 12
    13. 13. branding ≠ just advertising
    14. 14. so what is branding? “stop concerning yourself with the symbol and start thinking about what you want them to know about you. who you are and why you matter is the only thing that ever matters about your business. and your brand is simply a tool to tell that story.” sasha strauss, founder, innovation protocol rob meyerson, 2010 14
    15. 15. RELEVANT brands that matter are: rob meyerson, 2010 15 UNIQUE CREDIBLE
    18. 18. rob meyerson, 2010 19 strong brands work internally, too
    19. 19. rob meyerson, 2010 21
    20. 20. rob meyerson, 2010 22
    21. 21. brands have value “if this business were split up, i would give you the land and bricks and mortar, and i would take the brands and trade marks, and i would fare better than you.” john stuart, former ceo, quaker (circa 1900) rob meyerson, 2010 23
    22. 22. ‘ rob meyerson, 2010 24 BRANDING CHALLENGES IN CHINA
    23. 23. the inferiority complex “until recently, asian consumers—in particular asian managers—had what i refer to as an inferiority complex about asia. as long as all the brands came from the western world they were deemed to be much better.” martin roll, author, asian brand strategy rob meyerson, 2010 25
    24. 24. the conformity challenge “in asia, a lot of clients do what’s right for their boss, not for their customers. if it’s different, [they say,] ‘you mean it’s never been done before? why? i don’t want to do it.’” rob campbell, head of planning, wieden+kennedy shanghai rob meyerson, 2010 27
    25. 25. the conformity challenge
    26. 26. the bad reputation rob meyerson, 2010 29
    27. 27. not “if,” but “when” rob meyerson, 2010 30
    28. 28. great brands what are capable of?
    29. 29. inspiring us
    30. 30. being useful 34rob meyerson, 2010
    31. 31. listening rob meyerson, 2010 35
    32. 32. giving back rob meyerson, 2010 36
    33. 33. giving back
    34. 34. having fun
    35. 35. thanks merci 谢谢
    36. 36. rob meyerson, 2010 40