This is a presentation I gave at the opening of the 2010 Branding Conference in South Africa. The 45 minutes allocated was too short to go into much detail so the presentation just touches on key issues in managing brands in turbulence, something that brand managers and strategists are going to have to get used to doing. Some of the slides require a talking head in front of them, but I hope that the general message of the presentation comes through. The use of a strategy canvas to develop a brand positioning is based on the excellent Blue Ocean Strategy work of W. Chan Kim and Renee Mauborgne. I also used Philip Kotler and John A. Caslione's Chaotics as a reference book.
Ducati has built its brand image as the sports bike manufacturer. Ducati has captured a huge portion of the market in all four categories of the sports bike. They concentrate on dominating a niche Performance-driven motorcycles, lighter frame, forward-leaning eat position, significant handling capabilities, on the other hand, luxury of comfort is sacrificed. However, in the current business situation, Ducati is facing a high competition from its rival bike manufacturers in heavy and cursing bike categories. Customer’s perception regarding repeat acquiring a bike from the same manufacturer has changed since 2000. “Exhibit 16” shows that customers of Harley-Davidson and BMW are more interested in buying bikes from them repeatedly, which is increasing the competition for Ducati to retain its current customers. Ducati is showing a steady growth and profits in its relevant market, but it is not enough to sustain in the industry for a longer period. Hence, the main issues are potential stagnant growth for the company. Should Ducati enter the cruiser market? Will entering the cruiser segment, and broadening Ducati's traditional niche, help them sustain the profitable growth of the organization?
In this Harvard Business School Case, I have analysed the case study of Disney Consumer Products : Marketing Nutrition to Children during marketing internship under the guidance of Prof. Sameer Mathur (IIM Lucknow).
Ducati has built its brand image as the sports bike manufacturer. Ducati has captured a huge portion of the market in all four categories of the sports bike. They concentrate on dominating a niche Performance-driven motorcycles, lighter frame, forward-leaning eat position, significant handling capabilities, on the other hand, luxury of comfort is sacrificed. However, in the current business situation, Ducati is facing a high competition from its rival bike manufacturers in heavy and cursing bike categories. Customer’s perception regarding repeat acquiring a bike from the same manufacturer has changed since 2000. “Exhibit 16” shows that customers of Harley-Davidson and BMW are more interested in buying bikes from them repeatedly, which is increasing the competition for Ducati to retain its current customers. Ducati is showing a steady growth and profits in its relevant market, but it is not enough to sustain in the industry for a longer period. Hence, the main issues are potential stagnant growth for the company. Should Ducati enter the cruiser market? Will entering the cruiser segment, and broadening Ducati's traditional niche, help them sustain the profitable growth of the organization?
In this Harvard Business School Case, I have analysed the case study of Disney Consumer Products : Marketing Nutrition to Children during marketing internship under the guidance of Prof. Sameer Mathur (IIM Lucknow).
This is the presentation on brand strategy in turbulent socio-economic conditions that I gave at the 2011 Branding Conference in South Africa. A key part of the presentation was the use of scenario planning. I also spoke about Sagacite's work on rapid adaptive strategies. I have added a couple of notes to several of the more obscure slides to help viewers understand what I talking about.
Brands at the Speed of Life - Designing a purposeful brand, powerful experien...Interbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in The Marketing Institute of Ireland's CMO Summit. Christian Purser, CEO, Interbrand London, talked about brands at the speed of life.
1. Designing a strong purposeful brand
2. Designing powerful brand experiences
3. (Re) Designing the organisation
Global innovation iván vera at ceibs - june 2010The FoodLinks
CEIBS China Business Club organizó un Foro Ejecutivo el pasado 4 de junio, donde nuestro director Iván Vera realizó un interesante keynote titulado “Global Innovation in Action: How to Catalyze Growth & Profit”, sobre sus ideas y experiencias sobre el tema.
Doing The Deal in Branded Entertainment | Patrick Collings 2010Patrick Collings
This is one of two presentations I gave at the branded entertainment conference in Johannesburg on 24 March 2010. This particular presentation focuses on structuring branded entertainment deals, primarily the insertion of brands into film or television scripts. Many of the points are applicable to other forms of branded entertainment and branded content. I have gone with more text in this presentation than I normally do so it should be fairly easy to follow. A good deal of the content within the presentation is taken from Jean-Marc Lehu’s book Branded Entertainment which I believe is the best book on branded entertainment to date.
Congratulations, your brand is about to be obsoletewilliam charnock
Presented by William Charnock and Andrea Ring at SXSW. Why the traditional marketing approach for brands no longer works in the fast changing digital age. The presentation suggests a new model for brand communications based around the concept of play.
Podcast recording of presentation available here:
http://schedule.sxsw.com/events/event_IAP7110
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
Similar to Brands and Turbulence | Patrick Collings 2010 (20)
This is the third of three presentations delivered at an innovation workshop for the Greater Tygerberg Partnership, a non-profit organisation facilitating socio-economic growth in the northern region of Cape Town, in July 2016. This particular deck looked at four innovation theories and methodologies. Like many of my presentations it requires a talking head in front to fully explain. Hopefully, when viewed with the accompanying deck on innovation theories an models, a viewer will be ale to discern the main themes and points of the workshop. (The other deck in the workshop was an introduction to the workshop).
This is the second of three presentations delivered at an innovation workshop for the Greater Tygerberg Partnership, a non-profit organisation facilitating socio-economic growth in the northern region of Cape Town, in July 2016. This particular deck looked at four innovation theories and methodologies. Like many of my presentations it requires a talking head in front to fully explain. Hopefully, when viewed with the accompanying deck on innovation tools and processes, a viewer will be ale to discern the main themes and points of the workshop. (The third deck in the workshop was just an introduction to the workshop).
Using Innovation to Manage Brand Positioning | P Collings 2014Patrick Collings
I recently spoke at the Marketing Indaba conference in South Africa on using innovation methodologies and tools to determine and manage brand positioning. I have added speaker notes to several of the slides where you needed a speaker in front of them.
One of my favourite lectures each year is to the creative writing master class at the University of Cape Town. The title of the lecture is The Writer as Digital Immigrant and looks at the impact of the digital evolution on creative writing as well as the business of book publishing. This year the subtitle of my presentation was Snapshots Along a Digital Journey and comprised 14 "snapshots" that looked issues such as thinking digital; the evolving digital landscape; storytelling in a digital, commercial arena; and from paper to pixel. Several of the slide need a talking head in front of them, but hopefully people will get the gist of the presentation.
I often storyboard a presentation before assembling it in Keynote. I thought it may be interesting to share the storyboard for a presentation I did for a CMO conference in Johannesburg in September 2012. The presentation dealt with the development of strategies for an era of volatility, uncertainity, complexity and ambiguity.
This is a presentation I delivered at the Chief Marketing Officers Conference in Johannesburg in September 2012. The presentation deals with the development of strategy for an era of chronic volatility, uncertainity, complexity and ambiguity (known as VUCA). The presentation focuses on scenario planning and agile | adaptive strategies as ways to move forward in a VUCA environment. The first part also deals with the concept of what is branding (I argue it is simply the relation between an organisation and its intended, or unintended, audience) and that brand positioning is in fact business strategy.
This is the presentation I gave at the Branding in Banking and Finance Conference that was held in Johannesburg, South Africa on 26th - 28th September 2011. I have added speaker notes on some of the slides.
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
This is an introduction to Branded Entertainment that I gave at the Branded Entertainment Conference held in Johannesburg in March 2010. I have included notes on a number of the slides that may be meaningless without a talking head in front of them. The presentation is best viewed in conjunction with Doing The Deal in Branded Entertainment presentation which I also gave at the conference and have uploaded.
The Writer As Digital Immigrant | Patrick Collings 2009Patrick Collings
This is a presentation that I gave to a creative writing class at the University of Cape Town. It is based on my digital trends presentation but expands to look at the impact on creative and commercial writing. Like all my presentations it really needs a talking head in front of the slides. I have added notes to better explain some of the slides.
Transmotion is a term I use to describe the seamless movement between the physical and the digital worlds. In this presentation I look at three components of transmotion, namely: transmedia, virtuality and augmented reality. Transmotion was part of a bigger presentation that argued brands must ensure that their “offline” and “online” offerings complement and not duplicate one another. Like all of my presentation a talking head is required in front of many of the slides. I have tried to minimize the lack of a presenter by adding brief notes to several slides. Hopefully, viewers of the presentation will understand the overall points being raised and arguments made.
My presentations on digital strategy for brands are getting longer, so rather than upload the entire presentations I decided to upload self-contained sections. The first one, Stop The Presses, deals with the accelerated decline of the traditional newspaper / magazine model and the options open to newspapers / magazines and the implications for both types of publications as well as the brands that advertise in them. Like all of my presentation a talking head is required in front of many of the slides. I have tried to minimize the lack of a presenter by adding brief notes to several slides. Hopefully, viewers of the presentation will understand the overall points being raised and arguments made.
This is a presentation that I gave recently on a brands' perspective towards funding environment or other social causes. Two key arguments of the presentation are a) these days brands tend to put their money into causes aligned with the overall strategy of the brand and b) that there is a lot of competition for that funding. Like most of my presentations, this one needs a talking head to explain the individual slides. I have tried to reduce this need slightly by putting a commentary sentence at the bottom of several of the slides.
This is a presentation on trends underpinning digital strategy that I gave a couple of times at the end of 2008. Like all my presentations, a talking head is needed for many of the slides and the videos are absent from the PDF version of the presentation. Hopefully, you will still get the general overview and thrust of the presentation.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Building Your Employer Brand with Social MediaLuanWise
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In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
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3. the world is facing increased
turbulence over the next
decade and beyond
Global Trends 2025: A Transformed World
released by the National Intelligence Council
4. all of which impacts on brands
which are also confronted with
8. Disruptive Technology / Issues Impacted Industry
Rapid emergence of e-readers Media, publishing, advertising
Google TV / Hulu Television, advertising
Smartphone games Game developers
Car manufacturers / housing
Environment / climate change
developers
Volcanic ash cloud Airlines / video conferencing
10. “We postulate that turbulence, and
especially heightened turbulence, with its
consequent chaos, risk and uncertainty, is
now the normal conditions of industries,
markets and companies”
Philip Kotler
John A Caslione
11. what brands need to
do to prepare for and
survive, even prosper,
in turbulence
by kevin dooley
12. Maintaining the brand core
Changing one’s mindset
Reevaluating the brand positioning
Having a conversation
13. and to explain these concepts we are
going to look beyond the marketing toolkit
15. not to be confused with current offerings,
it is why the brand has those offerings
16. 3M To solve unsolved problems innovatively
To help leading corporations and
McKinsey & Company
governments be more successful
Merck To preserve and improve human life
To experience the joy of advancing and applying
Sony
technology for the benefit of the public
17. a brand’s core can be changed over
time but it must not be rushed and
never at time of heightened
turbulence
18. “Companies that enjoy enduring
success have core values and a core
purpose that remain fixed while their
business strategies and practices
endlessly adapt to a changing world”
Jim Collins
Jerry Porras
20. one that accepts that we can’t predict the
future and should concentrate on being
flexible enough to successfully engage it, in
whatever form it may take
21. essentially need to jettison the
rationalistic mindset that there is one
correct long-term solution for a brand
22. central to many theories and
methodologies how build this “capacity
for uncertainty” is the concept of
scenario planning
23. borne out of military strategy
and effectively used by Shell to
deal with the oil crisis in the
1970s, scenario planning helps
us deal with uncertainty and
plot realistic alternative futures
photo by dirk ingo franke
24. scenarios allow us to see
beyond the headlights
photo by victor cavazzoni
27. 1 enroll diverse, expert opinion within and
outside the organization. get senior buy-in.
2 identify the question that you want
answered and gather the information.
3 identify the drivers that influence events and
compose realistic plots for the scenarios.
4 engage in ongoing strategic conversations
and constantly test the scenarios.
37. Which of the factors that the industry takes for
granted should be eliminated
Which factors should be reduced well below the
industry’s standard
Which factors should be raised well above the
industry’s standard
Which factors should be created that the
industry has never offered
39. Eliminate Raise
Terroir and awards
Price versus budget wines
Aging qualities
Retail store involvement
Above-the-line marketing
Wine complexity Easy drinking
Wine range Ease of selection
Heritage Fun
Reduce Create
40. Strategy Canvas of [yellow tail]
Price ATL Marketing Heritage Varietals Ease of Selection
Terroir / Awards Aging Wine Complexity Easy Drinking Fun
Premium Wines Budget Wines yellow tail
42. Strategy Canvas of Traditional Circuses
Price Animals Multiple Arenas Thrills & Danger
Stars Aisle Con. Fun Venue
Major Circuses Regional Circuses
43. Eliminate Raise
Star performers
Animal shows
Unique venue
Aisle concession sales
Multiple show arenas
Theme
Fun and humor Refined environment
Thrill and danger Multiple productions
Artistic music and dance
Reduce Create
44. Strategy Canvas of Cirque du Soleil
Price Animals Multiple Arenas Thrills & Danger Theme Multiple Production
Stars Aisle Fun Venue Re ned Artistic
Major Circuses Regional Circuses Cirque du Soleil