Becoming a Leading Edge
BRIDGETRAINING
Areas of expertise:
• Contact Centre
• Customer Service
• Sales
• Brand Delivery
• Leadership and Developme...
BRIDGEEVETNS
WHAT IS BRAND?
A brand is the identity of a
specific product, service, or
business. A brand can take many
forms, including a name, sign,
...
“Nothing seems more obvious to
me that a product or service only
becomes a brand when it is
imbued with profound values th...
“Vision is perhaps our greatest
strength... It has kept us alive to
the power and continuity of
thought through the centur...
Branding is a business process and one that is
planned, strategically-focussed and integrated
throughout the organisation....
People within the business must firstly
understand the brand promise but then live it.
The concept is pretty simple, but i...
A brand strategy is
not the consequence
of planning, but the
starting point.
BRAND ALIVE PROJECT PART 1
You have been now given the brief of a company
that your team will be responsible for launching...
VS.
Similarities?
Differences?
The strategic planning for a brand starts with an
understanding of an organisations business
strategy.
A Brand is the translation of the business
strategy into a consumer experience that brings
about a specific consumer behav...
One
The organisation needs to possess a valuable
intangible asset (such as technology, patents or
strong brand proposition.
Two
There needs to be sufficient and steady demand
in the new markets for the kind of service or
products offered.
Three
The organisation needs to be able to replicate or
establish a local customer experience abroad.
Brand expression is the brand as defined and
articulated by the organisation. This integrates
brand strategy and brand ide...
• What is the required brand experience that the brand
expression is supposed to achieve in the host country?
• Does manag...
• How does the brand expression translate into the actual
marketing mix in the host market?
• Does local adaptation of the...
Brand Recognition is the extent to which a brand
is recognised for stated brand attributes or
communications. In some case...
• Does the host country already have knowledge
of the brand name?
• How does the name of the brand translate into
the host...
ENVIRONMENTAL
CONSIDERATIONS:
INTERNAL
BRAND ALIVE PROJECT PART 2
You have been now given the brief to launch your
respective brand into either Canada or Brazil....
Performing customer needs-driven segmentation
with perspectives on competition and evolving
segmentation economics. This w...
ENVIRONMENTAL
CONSIDERATIONS:
EXTERNAL
INSIDE THE MIND OF THE
CUSTOMER
Why do customers buy
Brands?
The Emotional Drivers
of Brands
Self-actualisation
Personal growth and fulfilment
Esteem needs
Achievement, status, responsibility, reputation
Belongingne...
Interpreting Behaviour According to
Maslow's Hierarchy of Needs
• Biological - health, fitness, energising mind and body, ...
Transcendence
Helping others to self-actualise
Self-actualisation
Personal growth, self-fulfilment
Aesthetic needs
Beauty,...
IS ECONOMICS THE STUDY OF
MONEY OR THE STUDY OF
BEHAVIOUR?
Interesting to note that during this last recession well
establ...
I HAVE TO HAVE IT !!!
Belongingness and Love needs
Family, affection, relationships, work group, etc.
THE DESIRE TO BE PART OF A
FAMILY
This is ...
Esteem needs
Achievement, status, responsibility, reputation
THE WORLD IS CHANGING WITH
SYMBOLIC CONSUMPTION
With media, l...
CHANGING THE FACE OF AN
INDUSTRY
Cognitive needs
Knowledge, meaning, self-awareness
TELL ME EVERYTHING I NEED TO
KNOW OR JUST TELL ME YOUR NAME
AND I WILL ...
THE GESTALT EFFECT
What brand do you really respond to and
have high affinity with?
WHY??
THE GESTALT EFFECT
“The whole is greater than
the sum of the parts”
IS THIS TWO FACES OR A
VASE?
BEST LAID PLANS AND RESOLVED?
Aesthetic needs
Beauty, balance, form, etc.
BRANDS EXCITE US
When mastered, brands can attach themselves to pleasure
recep...
NOW THAT IS SPECIAL
Self-actualisation
Personal growth, self-fulfilment
BE ALL THAT YOU CAN BE
Brands allow people to dream, they allow us to ...
REACHING NEW HEIGHTS
Transcendence
Helping others to self-actualise
FROM EMPLOYEE TO
LIVING BRAND ADVOCATE
We have now reached the ultimate in ...
ENVIRONMENTAL
CONSIDERATIONS:
EXTERNAL
A brand personality is developed to enhance the
appeal of a brand to consumers. To determine a
brands personality one may ...
ENVIRONMENTAL
CONSIDERATIONS:
EXTERNAL
BRAND ALIVE PROJECT PART 3
It is time to start to give your brand some
personality. Based on your previous country
researc...
SENSORY BRAND PERSONALITY
The brand perception is defined as the total
impression that customers have of the
brand, based on their exposure to it. T...
The brand domain will have many factors that
are affected by the customer considerations.
It is defined by what consumers ...
• What the brand offers. This concerns the products and
services provided under the brand name, including all the
product ...
In short – this is what the customers perceive
the brand to stand for. A brand reputation
provides additional customer con...
• Contextual to the brand. These aspects consist of matters such as
the brand’s birthright, its lineage, its past or curre...
Brand affinity is a metric that lets market
researchers make predictions about how a
consumer will behave. Brand affinity ...
• A likelihood that they will stick with your brand or company
as long as the affinity continues.
• A high probability tha...
• Inertia Loyalty
• Lazy Loyalty
• Monopoly Loyalty
• Price Loyalty
• Trend Loyalty
BRAND ALIVE PROJECT PART 4
It is time to put your draft marketing, routes to
market and launch plan together. Taking into
...
Rising to the Challenge
Bridge Rings of Power
REACTIVE
PROACTIVE
THE ACTION BRIDGE
WHAT ARE PEOPLE REALLY SAYING?
Are you a
good
listener?
The Art of Questioning
THE CONVERSATION CYCLE
The Questioning Funnel
Closed Question
Open Question
TED
Hypothetical / Reflective
BRAND ALIVE PROJECT PART 5
Your group will know have the opportunity to
run a focus group from your host country. You
have...
LIVING BRAND CULTURE
“You cannot be special, distinctive, and
compelling in the marketplace unless you create
something sp...
BRIDGE BRAND2LIFE
WHAT IS A LIVING BRAND
CULTURE?
Brand Culture
How we do things around here
“A company's culture and its
company brand are ...
A brand is a promise. The basis of any brand is the core
promise, the essential idea around which the other
components of ...
A promise is conveyed by everything people see,
hear, touch, taste and smell about your brand. One
of your greatest brand ...
WHAT MOTIVATES EMPLOYEES IN
A VALUE BASED CULTURE?
• Ubiquity. How widely is something practised by competitors or
consumers?
• Uniformity. Does every competitor or consumer...
“As we started to grow, we
asked ourselves, how can we
sustain this culture? How can
we remember it while
simultaneously i...
The best products, price, packaging and even
promotion does not guarantee success unless it
in underpinned and supported b...
BRAND ALIVE PROJECT PART 6
Put together a short people strategy plan to
ensure that your people in the host country are
co...
BRAND ALIVE PROJECT PART 6
Now, it is time to bring it all together into one
launch strategy. In your groups please prepar...
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
Becoming a Leading Edge Brand Consultant
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Becoming a Leading Edge Brand Consultant

  1. 1. Becoming a Leading Edge
  2. 2. BRIDGETRAINING Areas of expertise: • Contact Centre • Customer Service • Sales • Brand Delivery • Leadership and Development • Motivation and Presentation • Behavioral Science
  3. 3. BRIDGEEVETNS
  4. 4. WHAT IS BRAND?
  5. 5. A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. WHAT IS BRAND?
  6. 6. “Nothing seems more obvious to me that a product or service only becomes a brand when it is imbued with profound values that translate into fact and feeling that employees can project and customers can embrace.” Sir Richard Branson WHAT IS BRAND?
  7. 7. “Vision is perhaps our greatest strength... It has kept us alive to the power and continuity of thought through the centuries, it makes us peer into the future and lends shape to the unknown.” Li Ka Shing THE POWER BEHIND BRANDS
  8. 8. Branding is a business process and one that is planned, strategically-focussed and integrated throughout the organisation. Branding establishes the direction, leadership, clarity of purpose, inspiration and energy for a company’s most important asset – its BRAND. Even the most potentially powerful strategy will fail if not executed effectively and consistently.
  9. 9. People within the business must firstly understand the brand promise but then live it. The concept is pretty simple, but it’s all encompassing as the goal should be to turn every company member, product service, piece of communication or interface into a walking, talking, touchable reflections of the brand itself.
  10. 10. A brand strategy is not the consequence of planning, but the starting point.
  11. 11. BRAND ALIVE PROJECT PART 1 You have been now given the brief of a company that your team will be responsible for launching the Taiwanese brand into a foreign market. Take some time with your groups and familiarise yourself with your new company. Feel free to make a few tweaks to the brand values or it mission if you like. Remember this is your chance to GO GLOBAL!
  12. 12. VS. Similarities? Differences?
  13. 13. The strategic planning for a brand starts with an understanding of an organisations business strategy.
  14. 14. A Brand is the translation of the business strategy into a consumer experience that brings about a specific consumer behaviour. It is imperative that the business strategy and brand strategy are aligned in order to create value in new markets.
  15. 15. One The organisation needs to possess a valuable intangible asset (such as technology, patents or strong brand proposition.
  16. 16. Two There needs to be sufficient and steady demand in the new markets for the kind of service or products offered.
  17. 17. Three The organisation needs to be able to replicate or establish a local customer experience abroad.
  18. 18. Brand expression is the brand as defined and articulated by the organisation. This integrates brand strategy and brand identity to express a multi-sensory brand experience through a portfolio of brand signals. These signals manage consumer expectations by carrying and conveying meaning. This makes it easier for people both inside and outside the organisation to understand the brand's core purpose.
  19. 19. • What is the required brand experience that the brand expression is supposed to achieve in the host country? • Does management in the host country understand the brand the same way management does in the home country? • What is the role of the brand for the organisation in the host country? • Does it matter whether the brand expression differs between the home and the host country? • Do the stages of brand development in the host country warrant a differing brand expression (for the time being)?
  20. 20. • How does the brand expression translate into the actual marketing mix in the host market? • Does local adaptation of the brand expression require an adaptation of the marketing mix? • Does standardisation of the brand expression lead to a standardisation of the marketing mix? • Is an adaptation of the marketing mix required? • Should the marketing implementation be transplanted to the host country? • Should the organisation adapt its operations and customer interface to ensure that it functions according to the brand expression?
  21. 21. Brand Recognition is the extent to which a brand is recognised for stated brand attributes or communications. In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In the case, brand recognition is the extent to which a brand name is recognized when prompted with the actual name.
  22. 22. • Does the host country already have knowledge of the brand name? • How does the name of the brand translate into the host countries vocabulary? • Is their any heritage that may exist around your brand name or slogan? • Is there longevity in your brand and recall mechanisms?
  23. 23. ENVIRONMENTAL CONSIDERATIONS: INTERNAL
  24. 24. BRAND ALIVE PROJECT PART 2 You have been now given the brief to launch your respective brand into either Canada or Brazil. The first step is to conduct your initial due diligence on this location and come up with a list of considerations that you will need to further explore and questions that will need answering prior to moving the brand forward into this market.
  25. 25. Performing customer needs-driven segmentation with perspectives on competition and evolving segmentation economics. This will include segment growth, customer behaviour, price and service requirements. Building a scenario based planning approach based on needs is likely to give useful direction to where the company can take its brand in the future.
  26. 26. ENVIRONMENTAL CONSIDERATIONS: EXTERNAL
  27. 27. INSIDE THE MIND OF THE CUSTOMER Why do customers buy Brands? The Emotional Drivers of Brands
  28. 28. Self-actualisation Personal growth and fulfilment Esteem needs Achievement, status, responsibility, reputation Belongingness and Love needs Family, affection, relationships, work group, etc. Safety needs Protection, security, order, law, limits, stability, etc. Biological and Physiological needs Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc. Maslow's Hierarchy of Needs
  29. 29. Interpreting Behaviour According to Maslow's Hierarchy of Needs • Biological - health, fitness, energising mind and body, etc • Safety - order and structure needs met for example by some heavily organised, structural activity • Belongingness - team sport, club 'family' and relationships • Esteem - competition, achievement, recognition • Self-Actualization drivers - challenge, new experiences, love of art, nature, etc
  30. 30. Transcendence Helping others to self-actualise Self-actualisation Personal growth, self-fulfilment Aesthetic needs Beauty, balance, form, etc. Cognitive needs Knowledge, meaning, self-awareness Esteem needs Achievement, status, responsibility, reputation Adapted 8 Level Hierarchy of Needs based on Maslow’s Theory Belongingness and Love needs Family, affection, relationships, work group, etc. Safety needs Protection, security, order, law, limits, stability, etc. Biological and Physiological needs Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.
  31. 31. IS ECONOMICS THE STUDY OF MONEY OR THE STUDY OF BEHAVIOUR? Interesting to note that during this last recession well established, high end and luxury brands did much better than originally forecasted. In such turbulent markets people gravitate toward safety and security. Safety needs Protection, security, order, law, limits, stability, etc. Biological and Physiological needs Basic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.
  32. 32. I HAVE TO HAVE IT !!!
  33. 33. Belongingness and Love needs Family, affection, relationships, work group, etc. THE DESIRE TO BE PART OF A FAMILY This is considered to be one of the main driving forces behind brand, the unconscious and somewhat non-logical relationship that people have with their chosen brand. The brand identity allows us to identify others that are similar to us and join them.
  34. 34. Esteem needs Achievement, status, responsibility, reputation THE WORLD IS CHANGING WITH SYMBOLIC CONSUMPTION With media, live and on the edge of war, famine, natural disasters, with global warming showing the harm that people are doing to the planet, with recycling, social responsibility and sustainability all active in the role of brands, consumers are more aware and critical of a brand movement and social responsibility. As the view of what is expectable changes so will consumers response to their connections to brands.
  35. 35. CHANGING THE FACE OF AN INDUSTRY
  36. 36. Cognitive needs Knowledge, meaning, self-awareness TELL ME EVERYTHING I NEED TO KNOW OR JUST TELL ME YOUR NAME AND I WILL DO THE REST Brands guide people through the vast number of competitive products and assist individuals to reach faster, more simple, and personally connected choices when purchasing. They do not need to know all the logistics of the product as the brain has already connected through neuronal association all that is required to meet the other needs discussed.
  37. 37. THE GESTALT EFFECT What brand do you really respond to and have high affinity with? WHY??
  38. 38. THE GESTALT EFFECT “The whole is greater than the sum of the parts”
  39. 39. IS THIS TWO FACES OR A VASE?
  40. 40. BEST LAID PLANS AND RESOLVED?
  41. 41. Aesthetic needs Beauty, balance, form, etc. BRANDS EXCITE US When mastered, brands can attach themselves to pleasure receptors and live very happily there for sometime. ‘I think this commercial speaks for its self.. Let see and hear and mmm taste.’
  42. 42. NOW THAT IS SPECIAL
  43. 43. Self-actualisation Personal growth, self-fulfilment BE ALL THAT YOU CAN BE Brands allow people to dream, they allow us to be part of a world that they may not have access to everyday. They can also inspire us, drive us and show us a path to self actualisation by offering us mentors and aspirations. Implicit within the images and the lifestyle that brands portray, they involve a value system that is packaged for consumption.
  44. 44. REACHING NEW HEIGHTS
  45. 45. Transcendence Helping others to self-actualise FROM EMPLOYEE TO LIVING BRAND ADVOCATE We have now reached the ultimate in Brand Power and this true affinity and connection to the brand values allows us to stand beside the brand. We can now represent it through passion, belief and the desire to see others have their required needs meet through it’s brand promise.
  46. 46. ENVIRONMENTAL CONSIDERATIONS: EXTERNAL
  47. 47. A brand personality is developed to enhance the appeal of a brand to consumers. To determine a brands personality one may ask the following question: What does my brand want to be liked for by my customer?
  48. 48. ENVIRONMENTAL CONSIDERATIONS: EXTERNAL
  49. 49. BRAND ALIVE PROJECT PART 3 It is time to start to give your brand some personality. Based on your previous country research and of course the great intuition of a Global Brand Manager, start to develop the personality of your brand. First you must identify your potential target market and customer profile and their traits. What personality and SLOGAN would best match this demographic?
  50. 50. SENSORY BRAND PERSONALITY
  51. 51. The brand perception is defined as the total impression that customers have of the brand, based on their exposure to it. This consist of both the image formed and their experiences with it. This will vary dependant on the brand (i.e. a luxury brand verses a household cleaner)
  52. 52. The brand domain will have many factors that are affected by the customer considerations. It is defined by what consumers understand the actual offer of the brand to be. In other words, the brand domain consists of…
  53. 53. • What the brand offers. This concerns the products and services provided under the brand name, including all the product and service attributes. • How consumers learn about the brand. These are the various forms of media and events employed to communicate about the brand, as well as word of mouth. • Where the brand can be obtained. This has to do with the distribution channels or outlets that help get the brand into the hands of consumers. • Which solutions the brand offers to consumers. This involves the way in which a brand resolves problems or deals with inconveniences with which consumers are faced.
  54. 54. In short – this is what the customers perceive the brand to stand for. A brand reputation provides additional customer connection with its authenticity, credibility and it’s reliability. Will your brand live up to it’s customer promise?
  55. 55. • Contextual to the brand. These aspects consist of matters such as the brand’s birthright, its lineage, its past or current locality, and its creator or founder. The importance of such contextual traits rests on their ability to provide legitimacy and assurance to a brand. • Intrinsic to the brand. These are qualities or strengths that the brand has developed over the years and that form the basis of expectations of – or even outright promises by – a brand. • Associative to the brand. These are qualities that are attributed to the brand through its association with others, such as experts, famous persons or particular groups of consumers, as well as other brands. Qualities are either sanctioned by or rub off from these third parties on the brand.
  56. 56. Brand affinity is a metric that lets market researchers make predictions about how a consumer will behave. Brand affinity also adds a layer of information that is helpful when differentiating among consumers in order to accomplish market segmentation.
  57. 57. • A likelihood that they will stick with your brand or company as long as the affinity continues. • A high probability that they will purchase the brand or other products from the brand when given a free choice situation • A good chance that they will make referrals of your brand to friends and family (free marketing) • They tend to describe high levels of overall customer satisfaction through continued support.
  58. 58. • Inertia Loyalty • Lazy Loyalty • Monopoly Loyalty • Price Loyalty • Trend Loyalty
  59. 59. BRAND ALIVE PROJECT PART 4 It is time to put your draft marketing, routes to market and launch plan together. Taking into account your desired brand perception, its domain, future reputation and the affinity that you wish to master in the future. You will need to use some of your intuition here but you will be given a chance to test some of your ideas later.
  60. 60. Rising to the Challenge Bridge Rings of Power
  61. 61. REACTIVE
  62. 62. PROACTIVE
  63. 63. THE ACTION BRIDGE
  64. 64. WHAT ARE PEOPLE REALLY SAYING? Are you a good listener?
  65. 65. The Art of Questioning
  66. 66. THE CONVERSATION CYCLE
  67. 67. The Questioning Funnel Closed Question Open Question TED Hypothetical / Reflective
  68. 68. BRAND ALIVE PROJECT PART 5 Your group will know have the opportunity to run a focus group from your host country. You have 20 minutes to prepare your questions and ideas for the group. This will be a great opportunity to discuss your brand, its personality and verify some of your chosen marketing mediums. Remember this is not a pitch but your opportunity to test some of your ideas.
  69. 69. LIVING BRAND CULTURE “You cannot be special, distinctive, and compelling in the marketplace unless you create something special, distinctive, and compelling in the workplace.” Brand is Culture and Culture is Brand.
  70. 70. BRIDGE BRAND2LIFE
  71. 71. WHAT IS A LIVING BRAND CULTURE? Brand Culture How we do things around here “A company's culture and its company brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually it will catch up” Tony Hseih, Zappos.com
  72. 72. A brand is a promise. The basis of any brand is the core promise, the essential idea around which the other components of the brands are built. A promise to achieve certain results, deliver a certain experience, or act in a certain way. But notice something: the word ‘promise’ is a lot more powerful than the word ‘strategy’ or ‘performance’. That’s because strategy and performance are about corporations. Promises are about people.
  73. 73. A promise is conveyed by everything people see, hear, touch, taste and smell about your brand. One of your greatest brand legacies can be your people and how they bring to life your brand promise. There are both rational and emotional connections to your brand and through a Brand2LifeProgramme you can humanise your mission in a way that everyone in the organisation can live and understand.
  74. 74. WHAT MOTIVATES EMPLOYEES IN A VALUE BASED CULTURE?
  75. 75. • Ubiquity. How widely is something practised by competitors or consumers? • Uniformity. Does every competitor or consumer behave in exactly the same way or think exactly the same about this matter? • Stability. Has the consideration changed much over time? Has it begun to show changes recently? • Significance. Does the consideration have a particular relevance to competitors or consumers? Do they feel that they could do without it? • Depth. Is the consideration rooted in the fabric of the category or in the society? How valuable do competitors and consumers consider it to be to them?
  76. 76. “As we started to grow, we asked ourselves, how can we sustain this culture? How can we remember it while simultaneously inspiring ourselves for the next year? Our answer was the culture book. It's packed with each employee's idea about our culture, as well as photos, our core values and more.”
  77. 77. The best products, price, packaging and even promotion does not guarantee success unless it in underpinned and supported but a fantastic team of living brand champions. To keep your brand alive ensure that you develop a strategy plan that embraces the people in the frontline and embodies the brand.
  78. 78. BRAND ALIVE PROJECT PART 6 Put together a short people strategy plan to ensure that your people in the host country are connected to the brand values and promise. Also take careful consideration of how you will bring your home and host teams together in order that they both encapsulate the projected personality of the brand. Things to consider:
  79. 79. BRAND ALIVE PROJECT PART 6 Now, it is time to bring it all together into one launch strategy. In your groups please prepare a 5 to 10 minute pitch presentation outlining: Your Brand, its vision and value.

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