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About Branding
- 1. about brands* * a presentation by: rob meyerson senior brand consultant labbrand, shanghai prepared for: le club des étudiants français de shanghai
- 2. je m’appelle rob meyerson. je ne parle pas francais mais je veux vous remercier d’etre venu ce soir. je vais vous parler des strategies de branding et de marketing et j’espere au vous passere un bon moment. merci a tous. bonjour! rob meyerson, 2010 2
- 3. (i’m from the u.s.a.)
- 4. tangible and intangible attributes rob meyerson, 2010 4
- 5. tangible and intangible attributes rob meyerson, 2010 5
- 6. tangible and intangible attributes rob meyerson, 2010 6
- 7. tangible and intangible attributes rob meyerson, 2010 7 freedomthink different
- 8. tangible and intangible attributes “a brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” michael eisner, former ceo, disney rob meyerson, 2010 8
- 9. branding ≠ just graphic design rob meyerson, 2010 9
- 10. branding ≠ just products
- 11. branding ≠ just products “what we sell is the ability for a 43- year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” harley-davidson executive results-based leadership
- 12. branding ≠ just advertising rob meyerson, 2010 12
- 13. branding ≠ just advertising
- 14. so what is branding? “stop concerning yourself with the symbol and start thinking about what you want them to know about you. who you are and why you matter is the only thing that ever matters about your business. and your brand is simply a tool to tell that story.” sasha strauss, founder, innovation protocol rob meyerson, 2010 14
- 15. RELEVANT brands that matter are: rob meyerson, 2010 15 UNIQUE CREDIBLE
- 16. BRANDS TO EXPRESS YOUR IDENTITY
- 17. REMEMBER THE ZUNE? NEITHER DO I.
- 19. rob meyerson, 2010 19 strong brands work internally, too
- 20. rob meyerson, 2010 21
- 21. rob meyerson, 2010 22
- 22. brands have value “if this business were split up, i would give you the land and bricks and mortar, and i would take the brands and trade marks, and i would fare better than you.” john stuart, former ceo, quaker (circa 1900) rob meyerson, 2010 23
- 23. ‘ rob meyerson, 2010 24 BRANDING CHALLENGES IN CHINA
- 24. the inferiority complex “until recently, asian consumers—in particular asian managers—had what i refer to as an inferiority complex about asia. as long as all the brands came from the western world they were deemed to be much better.” martin roll, author, asian brand strategy rob meyerson, 2010 25
- 26. the conformity challenge “in asia, a lot of clients do what’s right for their boss, not for their customers. if it’s different, [they say,] ‘you mean it’s never been done before? why? i don’t want to do it.’” rob campbell, head of planning, wieden+kennedy shanghai rob meyerson, 2010 27
- 28. the bad reputation rob meyerson, 2010 29
- 29. not “if,” but “when” rob meyerson, 2010 30
- 30. great brands what are capable of?
- 31. inspiring us
- 33. being useful 34rob meyerson, 2010
- 34. listening rob meyerson, 2010 35
- 35. giving back rob meyerson, 2010 36
- 36. giving back
- 37. having fun
- 38. thanks merci 谢谢
- 39. rob meyerson, 2010 40
Editor's Notes
- stop me if you have questions. kevin asked me to try the french, but… american = monolingual, capitalist, friendly, ambitious, cocky, loud… you have perceptions about me because I’m american. this is like branding.
- brands have logos. each has a story. does anyone know apple logo story? not about logo, but what it conjures…
- brands have leaders. many people were relieved when these two came into power (or returned to power). what does it say about apple or USA? do you think this is branding?
- products. what do they say about your brand? america’s main export is culture (movies, music, etc.)
- it’s really about the ideas that all these stand for. think different is a tagline, but also a mantra. very hard to wrap all the ideas up into a word or phrase, but this is what we try to do.
- define brand by what it’s not. twitter background. designer got $6. huge believer in design, but because of what it can commnicate. branding is more than making things pretty. (twitter is unique.)
- name the product? guess? no need to show it in the ads…it’s about a feeling; idea. freedom, rebellion. people get this brand tattooed on themselves?
- anyone ever seen a starbucks ad? they got huge w/o traditional advertising. one of world’s most successful brands. coffee any good? it’s about “third place.” indulgence. experience.
- story about alan getting upset at starbucks. employee ran after him with this. thousand small gestures.
- could use different words, but same point. twitter is one-of-a-kind (new idea). harley makes itself relevant to bikers. starbucks is dependable…not for coffee, but experience (comfort when traveling). a brand’s job is to hit all three…not just for logo, etc., but the whole company. the idea. if successful…
- benefits of doing this well. (relevance of apple brand)
- barriers to entry. remember this when we talk about problems in asia.
- great ad. expresses idea clearly. but really love that it’s in employee handbook. available online. makes me want to work there.
- another example. anyone know who this is? brand goes deeper than advertising. chicken/egg.
- brands are valuable. louis vuitton (21 B USD). notice not all consumer brands…B2B. all over world. Coke…unique? the idea is unique. it’s an original. relevant. coke market cap = 142B.
- I’m not an expert (one year) but know people who are a few clear trends
- changing with national pride/confidence
- this has led to copycatting (perception) changing also; starbucks won case in 2006 potential for rapid proliferation of brands, then consolidation (banks, auto, airline)
- but differentiation is key to building strong brands…this needs to be overcome.
- parity = equivalent, similar, same
- china still seen as having major quality issues…this is lowest rung on “ladder.” needs to be overcome.
- “already serious and recognizable” - Interbrand
- Being more interactive with customers. Nike Chalk Bot. Cancer survivor. Tour de France- send in messages (Lance Armstrong connection) Emotional, physical connection.
- The Japanese translation of Kit Kat—Kitto Katsu means "surely win“. There is a tradition of sending students good luck wishes before they take tough higher education entrance exams. So Nestle partnered with Japan's post office to create "Kit Kat Mail," a post card-like product sold only at the post office that could be mailed to students as an edible good luck charm.
- collaboration and interaction --- no more “if we build it, they will come,” no more yelling. in china, this is still in debate.
- Built business model around brand idea. Customer loyalty.
- $1 for tapwater at restaurant (normally free). proceeds go to UNICEF to buy clean water for people who need it.
- T Mobile- mobile service provider. Video to leave them on. http://v.youku.com/v_show/id_XMTQ1MzUwMzQw.htm "Life's for sharing. T-Mobile."l