Left Brain Connectors Brand Renew Talkshow

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Left Brain Connectors Brand Renew Talkshow

  1. 1. BRAND TALKSHOW AND LUNCHEON ON BRAND RENEW 2010, WHY AND HOW HCMC 12 Nov, 2009 prepared by Pham Viet Anh
  2. 2. More than 40 brands have been trusting M th b d h b t ti us, from fast growing local companies to well established global brands Dr. Dr Thanh Abbott Nescafe (Nestle) Number 1 Vinamit Magi (Nestle) Juicy Art Glass Wincare LLC USA Pepsi Bavapen mobile phone DQ Corp Romano Boca Glass QD Tek Enchanteur DKSH KAO Romano Skinz Expert Prudential finance Poca (snack) Eversoft Saigon Sunbay Disney (consumer products) Gervenne Nuti food Pepsi Hapikids Vinataba (lion king) E-Block Dr. Dr men Vinataba corporate strategy Saigon Sunbay V-Phano Vinataba identity d’casso New York School Vinataba (Ngoc Tra) Soya bean (THP) Home made food Vinataba (1000 year Thang Long) Rando BIM Group Sapphire scooter … BIM Seafood Gomex noodle BIM Properties Wonderfarm
  3. 3. www.strategynowhere.com HCMC – SHANGHAI
  4. 4. renew rejuvenated rebranded repositioning change … they are all the same
  5. 5. why we need changes ?
  6. 6. change or being “changed”
  7. 7. A simple yet effective tool that show y you if change is needed. g
  8. 8. market creation (tạo dựng) (t dự ) desiremap industry/category now future industry/category market relevance (thích nghi) desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  9. 9. market creation (tạo dựng) (t dự ) desiremap industry/category now future industry/category market relevance (thích nghi) desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  10. 10. market creation (tạo dựng) (t dự ) desiremap industry/category now future industry/category market relevance (thích nghi) Desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  11. 11. market creation (tạo dựng) (t dự ) desiremap industry/category now future industry/category market relevance (thích nghi) desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  12. 12. market creation (tạo dựng) (t dự ) desiremap industry/category differentiation vision mission value long term goals now future industry/category market relevance (thích nghi) desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  13. 13. most changes failed happen when business strategy was not began with market insight most changes failed happen when t h f il d h h design doesn’t meet strategy and they failed because they don’t y y know when and what to change and whom the change for
  14. 14. in other words…
  15. 15. start not with what we want
  16. 16. start first with what they want
  17. 17. INSIGHT “SICK OF ENONOMY MELTDOWN, TIRED OF ESTABLISHED OLD RULES” IDEA/OPPORTUNITY Free American people from the old establishment’s rules BRAND OBAMA DIFFERENTIATORS Different skin color. (and it sure helps to be the most attractive male human being ever in the Whitehouse) CLAIM/SLOGAN Change Ch Simple program. Fits on a beer coaster. Famous for ever.
  18. 18. an example of image failure
  19. 19. imagemap identity integrated marketing Communication people, services Product …. brand idea customer’s desired image perceived image connectivity desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  20. 20. imagemap right strategy and fail execution g gy disconnected desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  21. 21. imagemap wrong strategy and fail execution (unintentional successes) disconnected desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  22. 22. imagemap differentiation personality tone and manner visual voice environment attitude culture design connects strategy g gy connectivity desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  23. 23. building a brand image is like learning how to draw the chicken step by step with patient. and once you got the right image, maintain it constantly with wise marketing activities. 1. 2. 3
  24. 24. contexts.content. contexts.content. contexts.content.
  25. 25. Changing brand image is not only about changing the new look of logo and the brand identity… it should b started with the fl d h b d id i i h ld be d ih h brand idea behind the change, the goal and new mission. Successful marketing innovated-products also help changing the whole corporate image. image Form follow functions Product that transform business
  26. 26. what we see is not strategy, it’s the expression of the strategy we commit to. Say it. Prove it. “context” “ t t” Brand Customer “content” content
  27. 27. Product that transforms business
  28. 28. “change to lead” used to be market leader of Chip manufacturer before the market is commoditized. Now maintain its market leader position in microprocessor manufacturer leading by product innovation, constantly. technology and branding
  29. 29. Invented portable music player but failed to IPOD 340 millions unit sold in short time name in Oxford English dictionary
  30. 30. Brand that transforms business
  31. 31. The brand idea customer “Adding vitality to life” Connectivity (value, personality) desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
  32. 32. “… Unilever’s new identity is an expression of vitality which is at the heart of everything they do – their brands, people and values. The brand idea: “adding vitality to life”
  33. 33. “ … DIRT IS GOOD is successful campaign that not only refreshing the brand image its self but also promoting new “vitality” values and personalities of the corporate brand worldwide.
  34. 34. “change to fi ” “ h fit” From the world famous petroleum corporation to being the world leader in green energy producer
  35. 35. A little b tt G littl better Gas beyond petroleum (bp)
  36. 36. “… bp be perceived as a green energy company but to deliver green green, environmental friendly solution worldwide. To make t s vision co e to o d de. o a e this s o come life, bp had to be driven internally and signaled externally. In creating this vision, John Browne knew you couldn’t just say green, you have to be green and also look green green.
  37. 37. Green trends green travel green life green business green energy green money
  38. 38. “change to survive change survive”
  39. 39. “change from failures” used to be famous in film category Kodak invented digital photography in 1976 failed to Sony, Olympus, Canon, etc … negative film industry replaced by digital age what’s next?
  40. 40. never regret the old failures goodbye “yellow” yellow
  41. 41. A simple yet caring CRM also help refresh the brand image -Mercedes Benz to kinder garden g
  42. 42. change of ourselves change of the trend change of competition change of market change of policies change of technology change of vision c a ge o peop e change of people change of business strategy change of everything ….
  43. 43. how to know there are changes ? you competitor expert
  44. 44. when change, think of two things 1. Brand idea that transform business 2. Product idea that transform business
  45. 45. idea is strategy
  46. 46. “…everybody is thinking everybody of changing the market but nobody is thinking of y g changing themselves”
  47. 47. change or being “changed”
  48. 48. thank you

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