Arek Melemetci / Marc de Swaan Arons Pazarlama Zirvesi 2012

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Arek Melemetci / Marc de Swaan Arons Pazarlama Zirvesi 2012

  1. 1. Winning BrandLeadership WorkshopEffectiveBrandsArek MelemetciMarc de Swaan AronsIstanbul, December 6th 2012 Unleashing Global Marketing Potential™
  2. 2. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Inspiration Today almost every marketer works for, or competes against, a global brand.
  3. 3. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise Global CMO Board Publications Recognized Expertise
  4. 4. Global consumer convergence
  5. 5. Global media convergence
  6. 6. Global brand convergence
  7. 7. Since 2002: The Leading Global Brands study 300 Global Brands 3,000 Global Marketing Leaders 30,000 Global Brand Contributors
  8. 8. Yes… OK. So what does it take to win?
  9. 9. Today Winning characteristics Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 9
  10. 10. Winning in global marketing Universal Truth Purposeful Positioning Total ExperienceWhat + How = Global Marketing Effectiveness
  11. 11. Today Winning characteristics Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 11
  12. 12. Winning characteristics: The WHAT
  13. 13. Universal TruthPurposeful Positioning Universal Truth Total Experience
  14. 14. Universal TruthPurposeful Positioning Universal Truth Total Experience
  15. 15. Universal TruthPurposeful Positioning Universal Truth Total Experience
  16. 16. Universal TruthPurposeful Positioning Universal Truth Total Experience
  17. 17. Universal Truth PurposefulPurposeful Positioning Total Experience Positioning
  18. 18. Johnnie Walker Sales Volumes 1996-1999 12 11.5Million 9L cases 11 10.5 10 9.5 1996 1997 1998 1999
  19. 19. Inspiring Men Across the World to ProgressUnleashing Global Marketing Potential™
  20. 20. Television also evolved to leverage the power of localized expression…. USA
  21. 21. Television also evolved to leverage the power of localized expression…. Thailand
  22. 22. Television also evolved to leverage the power of localized expression…. China
  23. 23. Universal Truth TotalPurposeful Positioning Total Experience Experience
  24. 24. Facebook Page & FansRank Likes 1 Coca-Cola 42,203,020 2 Converse 30,701,318 3 Starbucks 30,224,548 4 Red Bull 28,310,960 5 Oreo 26,588,355 6 Skittles 21,986,375 7 Playstation 22,979,326 8 iTunes 21,932,333 9 Angry Birds 19,945,574 10 Pringles 19,439,751
  25. 25. Winning brand characteristics = The WHAT Universal Truth Purposeful Positioning Total Experience
  26. 26. Today Winning characteristics Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 31
  27. 27. Drivers of effectiveness = the HOW Universal Truth Purposeful Positioning Total Experience
  28. 28. Universal TruthPurposeful Positioning Total Experience
  29. 29. Universal Truth• Servant leadership mindset Purposeful Positioning• Looking for similarities Total Experience
  30. 30. Universal TruthPurposeful Positioning Total Experience
  31. 31. Universal Truth Purposeful Positioning Total Experience• Check your calendar• Don’t delegate
  32. 32. Universal TruthPurposeful Positioning Total Experience
  33. 33. Universal Truth Purposeful Positioning Total Experience• From 50 countries to 5• Plan for 3 years from now
  34. 34. Shifting roles Universal Truth Purposeful Positioning Total ExperienceGlobal Local Agencies Partners Consumers
  35. 35. Universal TruthPurposeful Positioning Total Experience
  36. 36. Universal Truth Purposeful Positioning Total Experience• Clarity on roles is more important then breadth• Structure, Team & Culture
  37. 37. • Define way of marketing• Focus on 2-3 key capabilities
  38. 38. Home Visits
  39. 39. Reverse mentoring
  40. 40. Immersions visits
  41. 41. Functions Communication Channels
  42. 42. In Summary ….
  43. 43. Today Winning characteristics Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 48
  44. 44. Winning characteristics = the WHAT
  45. 45. Today Winning characteristics Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 50
  46. 46. Winning with global brands Universal Truth Purposeful Positioning Total Experience
  47. 47. 2 Questions for you to consider …1. What brand characteristics is your biggest challenge?2. Which effectiveness driver is most relevant to you?
  48. 48. Feedback/Questions?Arek.melemetci@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 53
  49. 49. Thank you NEW YORK AMSTERDAM 648 Broadway, Ste 502 Singel 540 New York, NY 10012 1017 AZ Amsterdam USA The Netherlands T: +1 212 358 9638 T: +31 20 330 2636 LONDON SINGAPORE 28-30 Little Russell Street 17A Duxton Road London WC1A 2HN Singapore 089483 United Kingdom Singapore T: +44 207 831 8444 T: +65 6221 3693 TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845 info@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 54 Unleashing Global Marketing Potential™

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