Branding Aquí y Ahora - Ponencia Wally Olins

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  • Branding Aquí y Ahora - Ponencia Wally Olins

    1. 1. Wally Olins, Mondragon University, 14 June 2007 <ul><li>Brands and branding </li></ul>
    2. 2. identity and brand
    3. 3. <ul><li>where it comes from </li></ul>
    4. 9. <ul><li>internal and external focus </li></ul>
    5. 10. <ul><li>academic disciplines </li></ul><ul><li>corporate strategy marketing communications organisational behaviour </li></ul>
    6. 11. vision culture image
    7. 12. <ul><li>product </li></ul><ul><li>environment </li></ul><ul><li>communication </li></ul><ul><li>behaviour </li></ul>
    8. 17. <ul><li>corporate identity the effective management of all the different ways an organisation is projected, experienced and perceived </li></ul>
    9. 18. products environment communications behaviour idea
    10. 20. “ Today as in the past, BMW stands for innovation, perfection and dependability. Virtues aimed at one ultimate objective - to give sheer driving pleasure wherever you go.” Chairman BMW
    11. 26. “ It is also important for a company like ours to have a vision - an exciting global vision which is technology orientated.” Edzard Reuter Chairman DaimlerBenz
    12. 30. <ul><li>brand architecture </li></ul>
    13. 31. <ul><li>branded </li></ul>
    14. 35. <ul><li>endorsed </li></ul>
    15. 38. <ul><li>monolithic </li></ul>
    16. 40. Virgin slide 3 Picture
    17. 41. Virgin slide 3 Picture
    18. 45. Branded or Endorsed?
    19. 46. <ul><li>attitude </li></ul>
    20. 47. <ul><li>the big idea </li></ul>
    21. 48. vision culture image big idea
    22. 50. tough
    23. 51. winning
    24. 53. <ul><li>get boeing </li></ul>
    25. 54. <ul><li>product brand </li></ul><ul><li>retail brand </li></ul>
    26. 58. <ul><li>service brand </li></ul>
    27. 69. <ul><li>mobile </li></ul><ul><li>mobile phones infotainment software conferencing global business etc. </li></ul>
    28. 70. financial services
    29. 73. Retail bank Picture
    30. 74. <ul><li>retail banking home banking phone banking insurance/mortgages private banking corporate banking etc. </li></ul>
    31. 75. <ul><li>internet banking </li></ul>
    32. 77. <ul><li>B2B brands </li></ul>
    33. 79. <ul><li>brand extension </li></ul>
    34. 84. indulgence health Brand extension Brand potential on you in you Brand potential
    35. 85. <ul><li>Brand extension </li></ul>Product Could Couldn’t Environment Experience Mineral water Cosmetics Clothing / footwear Shop Spa Holidays Cola Implants Furniture Internet caf é Weddings
    36. 87. <ul><li>The power of a brand derives from a curious mix of how it performs functionally and what it stands for emotionally. </li></ul><ul><li>When a brand gets the mix right it adds something to our idea of ourselves. </li></ul>
    37. 90. <ul><li>Why brands fail </li></ul>
    38. 91. <ul><li>Changing fashions </li></ul>
    39. 97. <ul><li>Bad management </li></ul>
    40. 99. <ul><li>New technology </li></ul>
    41. 101. <ul><li>Customer in the driving seat </li></ul>
    42. 103. <ul><li>Competition </li></ul>
    43. 106. <ul><li>Where does it fit </li></ul>
    44. 107. <ul><li>corporate resources </li></ul><ul><li>finance </li></ul><ul><li>investment </li></ul><ul><li>human resources </li></ul><ul><li>product quality </li></ul><ul><li>r&d </li></ul><ul><li>information technology </li></ul><ul><li>identity/brand </li></ul>
    45. 108. <ul><li>AUDIENCES </li></ul>financial community government suppliers competitors employees pressure groups consumers media
    46. 109. <ul><li>95% customer </li></ul>5% everybody else
    47. 110. <ul><li>where it makes a difference </li></ul>
    48. 111. <ul><li>function versus emotion </li></ul>
    49. 114. Wally Olins, Mondragon University, 14 June 2007 <ul><li>Eskerrik asko </li></ul><ul><li>Thank You! </li></ul>

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