Dtr Brand Integration Presentation 28072010
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Copy of a presentation I gave to the Marketing Association, discussing Values Based Brand Integration.
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![• 48 years as part of New Zealand communities• financial services company with national retail presence• earnings C.A.G.R. of 35% over last 3 years• not a demographic or ethnic specific brand,nor gender or age-basedbrand – a ‘mindset’ brand• values based around trust, respect, fairness “Dtr have been someone who gave me an opportunity when I really needed one and now I’ve built up a relationship and they gave me a break and gave me back my confidence during a tricky patch. Marion [the manager] came to see me and I was able to open up and she was great and now she says to me you’ve come along way from then to now and I know they are proud of me”](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Dtr Brand Integration Presentation 28072010
- 1. values based brand integration Mark Spring July 2010
- 2. • 48 years as part of New Zealand communities• financial services company with national retail presence• earnings C.A.G.R. of 35% over last 3 years• not a demographic or ethnic specific brand,nor gender or age-basedbrand – a ‘mindset’ brand• values based around trust, respect, fairness “Dtr have been someone who gave me an opportunity when I really needed one and now I’ve built up a relationship and they gave me a break and gave me back my confidence during a tricky patch. Marion [the manager] came to see me and I was able to open up and she was great and now she says to me you’ve come along way from then to now and I know they are proud of me”
- 4. collapse of the ‘middle’
- 5. collapse of the ‘middle’
- 6. collapse of the ‘middle’
- 7. collapse of the ‘middle’
- 8. collapse of the ‘middle’
- 9. collapse of the ‘middle’ • a ‘mindset’, not a ‘demographic’ set • more, not less aspirational • restrained not constrained • no locus of control • spectator in a big world, moving too fast for them
- 10. a ‘mindset’ not a ‘demographic set’ post - ncc no credit checks post-rebranding
- 11. integration or just ‘repetition’?
- 12. integration or just ‘repetition’?
- 13. integration or just ‘repetition’?
- 14. integration or just ‘repetition’? • values based • coherent • consistent • cohesive Is it born of the heart and can you feel it across all Touch points?
- 15. integration is the convergence of 3 insights
- 16. true integration is the convergence of 3 insights
- 17. true integration is the convergence of 3 insights
- 18. true integration is the convergence of 3 insights Brand integration
- 19. values based brand integration • check you’re not chasing ghosts • is it really integration, or just repetition? • fragmentation can lead to dilution? • is it born of the heart, does it come from within? • get out of the way!
- 20. values based brand integration Ultimately the consumer is the only true integrator. Mark Spring July 2010