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Jeremy Berens
Ariel Brenman
Derrick Chu
Amy Jaick
Michael Kwon
Katie Towl
Gaurav Venkateswar
Xing Yuan
heritage
brand architecture
brand identity
brand challenges
recommendations
agenda
slowing growth
transition to new technologies
shifts in demographics
industry challenges
declining print advertising reven...
low awareness = untapped revenues
increase awareness
increase subscription
i n c r e a s e r e v e n u e
has an awareness
...
maximize shareholder value
US circulation revenue by
increase
26% in 5 years
doubling awareness amongst millenials
opportunity to
heritage
founded in
1843
james wilson
by
free trade
internationalism
minimum market interference
principles
founding
statement
mission
“
”
to take part in a severe
contest between intelligence,
which presses forward, and
an unworthy, timid...
statement
mission
“t o l e a d t h e
debate in the
p u r s u i t o f
progress.
”
[modern translation]
master brand sub-brands
brand architecture
endorsed invisible
the
?why focus on
United States
0
225,000
450,000
675,000
900,000
2005 2006 2007 2008 2009 2010 2011 2012
Asia Europe Lati...
identity
brand
[film]
brand identity
the following slides
are from a
which can be viewed at
http://youtu.be/lpo4us8kfG8
Brand Identity
person symbol
product
org
core
brand identity system
person symbol
product
org
core
globally
minded
intellectually
provocative
brand identity system
person symbol
product
org
core
brand identity system
brand as product
heritage
first edition
September 2, 1843
brand as product
brand as product
the
product
high perceived
quality and
journalistic
integrity
1843
brand as product
the
product
high perceived
quality and
journalistic
integrity
1959
1979
brand as product
the
product
high perceived
quality and
journalistic
integrity
1994
brand as product
the
product
high perceived
quality and
journalistic
integrity
2000’s
brand as product
the
product
high perceived
quality and
journalistic
integrity
brand as product
no bylines
authors anonymous
brand as product
country of origin:
UK
brand as product
one global
english
language
product
brand as product
reader psychographics
brand as product
Intellectually Curious
reader psychographics
brand as product
socially minded
international affinity
reader psychographics
brand as product
global citizens
reader psychographics
brand identity system
person
org
core
product
symbol
brand as symbol
brand as symbol
logo since
1959
“white out of red”
campaign brand as symbol
brand as symbol
Kal’s Cartoons
brand identity system
core
product
symbolperson
org
brand as organization
brand as organization
fiscally
conservative,
socially
liberal
...at the “extreme center”
brand as organization
endorsed
Reagan Clinton Dole Bush Obama (twice)
brand as organization
pomposity
against
capital punishment
privilege
predictability
big government
brand as organization
free trade
supports
legalization of DRUGS
internationalism
penal reform
gay marriage
2003 invasion o...
brand identity system
org
core
product
symbolperson
(
(
Who is
The Economist ?
?
(
(
I The Economist.
We hang out often.
brand as person
Reader
(
(
brand as persons person
~
|)
Hmmm...isn’t he that
boring finance guy?
$ £
€¥
₹%
NASDAQ
~
~
Reader Non-Reader
(
(
brand as persons person
Au contraire mon frère!
He is a very
interesting chap!
?
conservative
intellectually
curious
o...
(
(
brand as persons person
~
|)
He sounds smart but
I feel like he’s always
trying to make me
feel stupid...
~
~
brand as persons person
~
|)
...I guess that’s what I’d
expect from this guy.
~
~)~
brand as persons person
~
|)
(
O
That’s not him!?!
He’s not an old
stodgy professor...
brand as person
~
|)
...he is curious about
the world around
him...
s person
(
(
!
~
|)
...he is well-traveled...
!
brand as persons person
(
(
brand as person
~
|)
...and has a lot of
diverse friends!
s person
(
(
(
(
(
(
(
(
(
(
(
(
(
(
(
(
brand as persons person
~
|)
Hmm...whatever, I
couldn’t be friends
with The Economist,
sounds intimidating.
~
~
brand identity
the preceding slides
are from a
which can be viewed at
http://youtu.be/lpo4us8kfG8
differently
exposed see
intellectually-stimulating
global
in-depth
high-qualitysatisfying
share-worthy
conservativeboring
...
?does the core identity clear
hurdlesthe
globally minded
intellectually provocative
differentiation
globally minded
intellectually provocative
TheEconomist
Entrepreneur
FastCompany
Businessweek
Forbes
Time
...
relevance
global
interconnectedness
information age
era of intelligencemass
globally minded
intellectually provocative
sustainability
increasingrelevance
heritage+ loyalconsumer
globally minded
intellectually provocative
brand is stronger to exposedthan to unexposed
strong
weak
Source: BrandAsset® Valuator USA, 2011 The Economist Custom Stud...
strong
weak
Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study
brand is stronger to exposedthan to unexpose...
low
the
United States
brand awarenessin
0%
13%
25%
38%
50%
Time
Newsweek
TheWallStreetJournal
TheNewYorkTimes
USAToday
For...
impact on circulation growth
0
225,000
450,000
675,000
900,000
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
0%
5...
no exposure some exposure
42%
8%
one or one of several that i’d prefer
exposure dramatically increases consideration
consi...
brand
challenges
awareness
low
pre-purchaseduring purchase
post purchase
[clock model]
brand
challenges
awareness
low
pre-purchaseduring purchase
post purchase
[clock model]
recommendations
shareholder
increase
costs revenue
value
goal
revenue
shareholder
increase
value
goal
over next
years
objective
double awareness in United States
Source: BAV Consulting, The Economist USA Brand Equity Engagem...
targeting efficiency
+
viral potency
strategy
targetmillenials in universities
strategy
0 1 2 3 4 6 7 8 9 10
key brand indicators and attributes resonate strongly with ...
target market size
strategy
Source: U.S. Census Bureau, 2011 Interim Population Projections
Source:*National Center for Ed...
targeting millenials attending universities
strategy
0%
8%
15%
23%
30%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-...
$0
$25
$50
$75
$100
U.S. avg bachelor’s degree master’s degree professional degree doctoral degree
$97$100
$79
$69
$45
inc...
demographic value
-$60
-$45
-$30
-$15
$0
$15
$30
$45
$60
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
cumulative n...
tactics
college blitz
+
digital outreach
high school college graduate job retirement don’t recall
Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study...
college blitz
focus on large (>10K), top-ranked universities
within concentrated regions of educated millenials
Source: "T...
use average local media costs as proxy for cost of doing business
Source: BrandAsset® Valuator USA, 2011 The Economist Cus...
family member fellow student professor co-worker friend no one don’t recall other
Source: BrandAsset® Valuator USA, 2011 T...
college blitz
COLLEGE
JOURNALISM
CONTEST
MONDAY, MAY 6,
Renewing the case for electoral reform: the issue of women's
repre...
college blitz
access issues free from library wifi
digital outreach
-1.7%
24%digital
print
Source: eMarketer, Gfk MRI as cited by min online, May 30, 2012
US magazine conten...
3M
2.5M
2M
1.5M
1M
500K
2009 2010 2011 2012 2013
$58.0
$60.8
$65.0
$63.5
$68.3
747,254
810,821
822,695
844,387
861,895
rev...
digital outreach
our focus is on reaching educated millenials via digital channels
not on changing The Economist’s digital...
digital outreach
>50%
millenials
spend
5 hours/week
online
visit 9 different
websites+
Source: Experian Simmons NCS / NHCS...
digital outreach
build interactive banner ads
with rich media content
indulge your intellectual curiosity at
www.economist...
digital outreach
internet is the primary source of news for Americans (44%)
Source: Experian Simmons NCS / NHCS Fall/Winte...
Source: Pew Internet & American Life Project, 2008-2012
digital outreach
Source: Mintel
social media integration
across al...
digital outreach
are you there now?
 share your story
>51% of millenials
access the internet
via mobile devices
38% of mi...
digital outreach
develop free
game application
available on
all digital platforms
Aung San Suu Kyi is an
opposition politi...
measuring success
metric to track reason for tracking means of measurement
US unaided awareness
(short-term)
are our aware...
wrapping it all up
low awareness = untapped revenues
college blitz + digital outreach
increase awareness
increase subscrip...
questions?
Amy Jaick Jeremy Berens Michael Kwon
tonight’s speakers
Ariel Brenman Derrick Chu Katie Towl Gaurav Venkateswar...
Gaurav
Venkateswar
slides designed
by
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The Economist Brand Strategy Presentation

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Presentation on Brand Strategy for The Economist Magazine in May 2013. Brand Strategy class at NYU Stern taught by Prof. Scott Galloway. A special video on brand identity was created and embedded into the presentation which can be viewed here http://youtu.be/lpo4us8kfG8.

Published in: Business, News & Politics
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The Economist Brand Strategy Presentation

  1. 1. Jeremy Berens Ariel Brenman Derrick Chu Amy Jaick Michael Kwon Katie Towl Gaurav Venkateswar Xing Yuan
  2. 2. heritage brand architecture brand identity brand challenges recommendations agenda
  3. 3. slowing growth transition to new technologies shifts in demographics industry challenges declining print advertising revenue
  4. 4. low awareness = untapped revenues increase awareness increase subscription i n c r e a s e r e v e n u e has an awareness problem
  5. 5. maximize shareholder value
  6. 6. US circulation revenue by increase 26% in 5 years doubling awareness amongst millenials opportunity to
  7. 7. heritage
  8. 8. founded in 1843 james wilson by
  9. 9. free trade internationalism minimum market interference principles founding
  10. 10. statement mission “ ” to take part in a severe contest between intelligence, which presses forward, and an unworthy, timid ignorance obstructing our progress.
  11. 11. statement mission “t o l e a d t h e debate in the p u r s u i t o f progress. ” [modern translation]
  12. 12. master brand sub-brands brand architecture endorsed invisible
  13. 13. the ?why focus on United States 0 225,000 450,000 675,000 900,000 2005 2006 2007 2008 2009 2010 2011 2012 Asia Europe Latin America MEA N. America Pacific UK North America Rest of the World TheEconomistPrint Subscription Circulation by Country 2005-2012
  14. 14. identity brand [film]
  15. 15. brand identity the following slides are from a which can be viewed at http://youtu.be/lpo4us8kfG8
  16. 16. Brand Identity
  17. 17. person symbol product org core brand identity system
  18. 18. person symbol product org core globally minded intellectually provocative brand identity system
  19. 19. person symbol product org core brand identity system
  20. 20. brand as product
  21. 21. heritage first edition September 2, 1843 brand as product
  22. 22. brand as product the product high perceived quality and journalistic integrity 1843
  23. 23. brand as product the product high perceived quality and journalistic integrity 1959
  24. 24. 1979 brand as product the product high perceived quality and journalistic integrity
  25. 25. 1994 brand as product the product high perceived quality and journalistic integrity
  26. 26. 2000’s brand as product the product high perceived quality and journalistic integrity
  27. 27. brand as product no bylines authors anonymous
  28. 28. brand as product country of origin: UK
  29. 29. brand as product one global english language product
  30. 30. brand as product reader psychographics
  31. 31. brand as product Intellectually Curious reader psychographics
  32. 32. brand as product socially minded international affinity reader psychographics
  33. 33. brand as product global citizens reader psychographics
  34. 34. brand identity system person org core product symbol
  35. 35. brand as symbol
  36. 36. brand as symbol logo since 1959
  37. 37. “white out of red” campaign brand as symbol
  38. 38. brand as symbol Kal’s Cartoons
  39. 39. brand identity system core product symbolperson org
  40. 40. brand as organization
  41. 41. brand as organization fiscally conservative, socially liberal ...at the “extreme center”
  42. 42. brand as organization endorsed Reagan Clinton Dole Bush Obama (twice)
  43. 43. brand as organization pomposity against capital punishment privilege predictability big government
  44. 44. brand as organization free trade supports legalization of DRUGS internationalism penal reform gay marriage 2003 invasion of IRAQ gun control combatting climate change free market minimum government interference
  45. 45. brand identity system org core product symbolperson
  46. 46. ( ( Who is The Economist ? ?
  47. 47. ( ( I The Economist. We hang out often. brand as person Reader
  48. 48. ( ( brand as persons person ~ |) Hmmm...isn’t he that boring finance guy? $ £ €¥ ₹% NASDAQ ~ ~ Reader Non-Reader
  49. 49. ( ( brand as persons person Au contraire mon frère! He is a very interesting chap! ? conservative intellectually curious open-minded classy liberal worldly political ~ |)
  50. 50. ( ( brand as persons person ~ |) He sounds smart but I feel like he’s always trying to make me feel stupid... ~ ~
  51. 51. brand as persons person ~ |) ...I guess that’s what I’d expect from this guy. ~ ~)~
  52. 52. brand as persons person ~ |) ( O That’s not him!?! He’s not an old stodgy professor...
  53. 53. brand as person ~ |) ...he is curious about the world around him... s person ( (
  54. 54. ! ~ |) ...he is well-traveled... ! brand as persons person ( (
  55. 55. brand as person ~ |) ...and has a lot of diverse friends! s person ( ( ( ( ( ( ( ( ( ( ( ( ( (
  56. 56. ( ( brand as persons person ~ |) Hmm...whatever, I couldn’t be friends with The Economist, sounds intimidating. ~ ~
  57. 57. brand identity the preceding slides are from a which can be viewed at http://youtu.be/lpo4us8kfG8
  58. 58. differently exposed see intellectually-stimulating global in-depth high-qualitysatisfying share-worthy conservativeboring business elitist intimidating finance difficult
  59. 59. ?does the core identity clear hurdlesthe globally minded intellectually provocative
  60. 60. differentiation globally minded intellectually provocative TheEconomist Entrepreneur FastCompany Businessweek Forbes Time TheNation Money TheNewYorker FinancialTimes NewYorkTimes WallStreetJournal $2.00 $2.50$2.50$2.50 $4.19 $4.95$4.99$4.99$4.99$4.99$4.99 $6.99$6.99 TheEconomist
  61. 61. relevance global interconnectedness information age era of intelligencemass globally minded intellectually provocative
  62. 62. sustainability increasingrelevance heritage+ loyalconsumer globally minded intellectually provocative
  63. 63. brand is stronger to exposedthan to unexposed strong weak Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study exposed brand stature + strength
  64. 64. strong weak Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study brand is stronger to exposedthan to unexposed unexposed brand stature + strength
  65. 65. low the United States brand awarenessin 0% 13% 25% 38% 50% Time Newsweek TheWallStreetJournal TheNewYorkTimes USAToday Forbes None BloombergBusinessweek USNews&WorldReport People WashingtonPost Money Fortune TheEconomist LosAngelesTimes ChicagoTribune TheNewYorker USWeekly Barron’s 3%3%3% 4% 5% 6%6% 8%8% 11% 13% 14%14%14% 18% 29% 36% 43% 48% Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study 6% please list all of the news, business or current affairs publications you can think of. these can be daily, weekly, or monthly. “ ” unaided awareness Time TheWallStreetJournal TheNewYorkTimes TheEconomist
  66. 66. impact on circulation growth 0 225,000 450,000 675,000 900,000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 0% 5% 10% 15% 20% North America Circulation Year on Year Growth decline in growth rate
  67. 67. no exposure some exposure 42% 8% one or one of several that i’d prefer exposure dramatically increases consideration consideration Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study
  68. 68. brand challenges awareness low pre-purchaseduring purchase post purchase [clock model]
  69. 69. brand challenges awareness low pre-purchaseduring purchase post purchase [clock model]
  70. 70. recommendations
  71. 71. shareholder increase costs revenue value goal
  72. 72. revenue shareholder increase value goal
  73. 73. over next years objective double awareness in United States Source: BAV Consulting, The Economist USA Brand Equity Engagement Source: The Economist Proprietary Financial data 5 ○ 0 275,000 550,000 825,000 1,100,000 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 $0 $22.5 $45.0 $67.5 $90.0 ∼24% increase circulation 26% increase of revenue dss 3% 5% 6% 8% 9% 11% 13% 14% 16% 18% awareness 9% 18% circulation revenue
  74. 74. targeting efficiency + viral potency strategy
  75. 75. targetmillenials in universities strategy 0 1 2 3 4 6 7 8 9 10 key brand indicators and attributes resonate strongly with students: intellectually curious i am always looking to learn new things when something catches my interest i learn all i can about it being well-informed about global events is in my best interest i care deeply about human rights and social justice i believe most problems have a solution i surround myself with intelligent people who challenge me i actively seek out multiple perspectives on an issue friends and colleagues usually ask for my opinion i am typically willing to pay more for high quality Source: BrandAsset® Valuator USA, 2011 TheEconomistCustom Study
  76. 76. target market size strategy Source: U.S. Census Bureau, 2011 Interim Population Projections Source:*National Center for Education Statistics, 2010 matrix 23% millenials 25% gen x 16% baby boomers 24% swing 8% world war II 4% US population by generation 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 16.2 16.3 16.4 16.7 17.1 17.3 17.6 14.5 15 15.7 16 16.2 actual + projected university enrollment (millions) (fore.) (fore.) (fore.) (fore.) (fore.) (fore.)
  77. 77. targeting millenials attending universities strategy 0% 8% 15% 23% 30% 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 19,000 20,000 21,000 22,000 23,000 % subscribers of The Economist population (thousands) population(thousands) percentage median age of current subscribers is 47 age range
  78. 78. $0 $25 $50 $75 $100 U.S. avg bachelor’s degree master’s degree professional degree doctoral degree $97$100 $79 $69 $45 income range (in $1000s) annual incomes between 50% and 122% higher than average demographic annual income
  79. 79. demographic value -$60 -$45 -$30 -$15 $0 $15 $30 $45 $60 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 cumulative net present value avg subscriber educated millenials $43 $17 avg. customer lifetime: 14 yrs avg. customer lifetime: 20 yrs estimated clv of educated millenials 153% higher than average subscriber age 47 age 26 customer lifetime value
  80. 80. tactics college blitz + digital outreach
  81. 81. high school college graduate job retirement don’t recall Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study majority subscribers ages 18-39 introduced to college blitz targeting college campuses allows control of brand messaging + build appropriate associations that will result in lifetime value in college
  82. 82. college blitz focus on large (>10K), top-ranked universities within concentrated regions of educated millenials Source: "The Vanderbilt Profile*." Undergraduate Admissions. Vanderbilt University. % education, enrolled private undergraduate college, 2012 0.50%-0.88% 0.89%-1.14% 1.15%-1.36% 1.37%-1.59% 1.60%-5.70%
  83. 83. use average local media costs as proxy for cost of doing business Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study college blitz to select least cost-prohibitive schools such as Duke University Northwestern University UC Berkeley University of Michigan University of North Carolina University of Texas Austin milwaukee portland phoenix san diego minneapolis detroit seattle denver miami houston dallas atlanta philadelphia chicago austin boston washington san fran new york los angeles cost efficient cost prohibitive high target densitylow target density
  84. 84. family member fellow student professor co-worker friend no one don’t recall other Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study groups that introduce people to college blitz professors + notable alumni + celebrities as brand ambassadors
  85. 85. college blitz COLLEGE JOURNALISM CONTEST MONDAY, MAY 6, Renewing the case for electoral reform: the issue of women's representation. The undeniable outcome of the referendum as to whether the Alternative Vote (AV) should be used for elections to Westminster, held on 5 May 2011, was a resounding 'No'. The turnout was low at 42.2 per cent but, of those, 68 per cent voted against the proposal. This may mean that electoral reform is likely to be off the political agenda for the foreseeable future at least, if not for a generation. This could, however, be a myopic standpoint given that there are many who still cite the inconsistencies of the incumbent First Past the Post electoral system and bemoan its continued existence for elections to Westminster. AV may have been decisively defeated in the referendum; but what of the case for Proportional Representation? Some have suggested that the cause is not lost and that there may be further opportunities, perhaps sooner than we think. Analyses of the referendum result include many who believe that those in favour of submit articles taken from different schools + posted on micro-site !!!! !! !! !
  86. 86. college blitz access issues free from library wifi
  87. 87. digital outreach -1.7% 24%digital print Source: eMarketer, Gfk MRI as cited by min online, May 30, 2012 US magazine content consumption
  88. 88. 3M 2.5M 2M 1.5M 1M 500K 2009 2010 2011 2012 2013 $58.0 $60.8 $65.0 $63.5 $68.3 747,254 810,821 822,695 844,387 861,895 revenue (mm) circulation unique visitors online mobile digital outreach Source:The Economist Proprietary Financial & Web Traffic data Source: Quantcast web traffic correlated with revenue (∼94%)
  89. 89. digital outreach our focus is on reaching educated millenials via digital channels not on changing The Economist’s digital content top 10 digital IQ
  90. 90. digital outreach >50% millenials spend 5 hours/week online visit 9 different websites+ Source: Experian Simmons NCS / NHCS Winter 2011 Adult 6 Month – POP Source: Mintel CNN NYTimes Time WSJ The Economist 0 5 10 15 20 25 2 6.4 13.1 17.9 21.6 2 comparison of news website monthly US visitors (mm)
  91. 91. digital outreach build interactive banner ads with rich media content indulge your intellectual curiosity at www.economist.com
  92. 92. digital outreach internet is the primary source of news for Americans (44%) Source: Experian Simmons NCS / NHCS Fall/Winter 2005,2007,2008,2009,2010,2011 Adult 6 Month – POP 68% of millenials use the internet as the first source for information
  93. 93. Source: Pew Internet & American Life Project, 2008-2012 digital outreach Source: Mintel social media integration across all branded + digital content #GreatMindsLikeAThink 83% of millenials are members of a social media platform 40% of millenials are likely to engage in viral behavior free-trial digital subscriptions for prominent bloggers and individuals with high Klout scores targeted hash-tag campaigns, sponsored stories + promoted tweets
  94. 94. digital outreach are you there now?  share your story >51% of millenials access the internet via mobile devices 38% of millenials would communicate with favorite store/brand via mobile if given option
  95. 95. digital outreach develop free game application available on all digital platforms Aung San Suu Kyi is an opposition politician in which country? m y a m a r get help from a friend game 45% of millenials play games on a mobile device
  96. 96. measuring success metric to track reason for tracking means of measurement US unaided awareness (short-term) are our awareness-building efforts effective? BrandAsset Valuator’s “Brand Stature” (“Knowledge” component) circulation & revenue (short to mid-term) if awareness has increased, is it translating to more subscribers/revenue? TheEconomist’s internal data average subscriber age (long-term) have our targeted awareness-building tactics translated to younger subscribers? TheEconomist’s internal data retention rate (long-term) if average subscriber age has decreased, has our assumption that younger subscribers stay longer validated? TheEconomist’s internal data
  97. 97. wrapping it all up low awareness = untapped revenues college blitz + digital outreach increase awareness increase subscription i n c r e a s e r e v e n u e has an awareness problem
  98. 98. questions? Amy Jaick Jeremy Berens Michael Kwon tonight’s speakers Ariel Brenman Derrick Chu Katie Towl Gaurav Venkateswar Xing Yuan other team members
  99. 99. Gaurav Venkateswar slides designed by

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