merken en merkcommunicatie brands

1. 1
Building brands &
innovative brand communication
Peter Janssen

2. CV speaker
• Graduated at Vlerick in 1984
• Almost 30 years of experience in Marketing,
Sales and Communication
– At multinationals as Henkel, Borden and Schwarzkopf, but also
mediacenters as Full Page or retailers such as Value Retail
(Maasmechelen Village)
– In various functions: Marketing, Account Management, Trade
Marketing, Action Marketing and Category Management
– As well in B2C as in B2B
– Being active in B, BNL and in G
• Between 2004 - 2009 at Vlerick: Vlerick Brand Management
Centre (clients/partners e.g. AB Inbev, Beiersdorf, Opel,
Nationale Loterij, ...)
• Since June 2009: Owner of LivingBrand – Branding Engineer

3. CV speaker
• Lecturing activities in Belgium and abroad
• Students
• In-company trainings

4. What is a brand?

5. Questions for you:
1. What is a brand to you?
2. What makes one brand
stronger than the other?
3. What is the role of
innovations?
5

6. 6
My mental
picture of
What is a brand?
The brand is an individual’s total experience
of a product, a service or an organisation
Offices space
Organisation
Previously Andersen Consulting
Advertising
Customer meetings Reports and
documentation
Recruiting
Sponsorship

7. What makes brands so successful?

8. 8
Brands offer quality and trust

9. 9
Brands offer convenience

10. 10
Brands offer innovative solutions

11. 11
Brands offer status

12. A brand = Value to consumers/customers
Tangible (concrete) functions
of a product
– Speed of delivery: DHL
– Fast food: Mc Donalds
Intangible (psychological and
social) functions
– Safety: Volvo
– Puma: fashion & sports’
lifestyle

13. 13
8 functions of a brand (Kapferer)
Brand
Recognition
User friendly
Guarantee
Optimization
Personalization
Durability
Hedonistic
Ethical
MECHANICAL
RISK REDUCTION
HEDONISTIC
Source: J.N. Kapferer

14. 14
A brand = Value to brand owner
Financial advantages
• Higher sales, margins, … + economics of branding
• Value for the future
Strategic advantages
• Vs. competition: entry barriers
• Vs. the trade/retailers: need for traffic builders
• Vs. the labour market: magnet in the war for talent
Management advantages
• Extension strategy
• Endorsement strategy
• Global branding

15. 1
5

16. 1
6

18. 10 basic positioning strategies
Product/service features
Design/style
Experiental stimulation
Values/personality
User image
Price
Saliency
Channel choice
Customer service
Customer intimacy

19. Think about…
1. What is your (brand)
positioning?
2. Are recent innovations in
your company/organization
supporting your positioning?

20. What is happening today?
New brand reality

21. Consumers are Trading Down
• People are buying cheaper
• Discounters Aldi and Lidl have increased their market
share in the last 12 months
• Successful expansion of “discount fast fashion”
(Primark, …)
• Price awareness and comparison is further growing
(comparison websites)

22. Rival retailers are moving quickly
Colruyt Cru
Standaard Online 1/10
Opening in november 2014

23. Companies are unsecure
Low trust indexes…
“Duitse investeerdersvertrouwen op
laagste peil in bijna vier jaar”
(Standaard online 14 okt 2014)

24. Consumers postpone large
expenditures
People are more prudent:
• All time-high bank savings in Belgium!
• All inclusive holidays are growing each year
• On the other hand people tend to shop more?!?
As well offline as online
COMPENSATION
BIPOLARISATION
MOMENT CONSUMER

25. More consumers are buying more
on-line
Out-of-town shopping centres are bearing the
consequences of the consumer slowdown and
e-commerce
E-commerce in Belgium:
– 75% of online population makes
online purchases
– 330.000 new customers in 2013
buying online for the first time
– Average spent of 161 Euro/month
– 28% of all Belgians are buying
monthly
– 33% is a replacement for buying
offline
– Very high satisfaction: only 1% will
certainly NOT buy again
– Price and convenience remain
main drivers for e-commerce

26. ‘Make-do and mend’ attitude &
Reclycing and upcycling

27. Consumers rewarding
themselves –
Compensation…
Consumers also feel that there are some things
that they should be able to buy that are
non-essential - wine , chocolate, champagne…
Even such items as a holiday are seen as a necessity
So people are still looking for compensation,
for fun and experience

28. Experience marketing…

29. Example: Globetrotter (G)

30. Brand equity

31. 31
Products come and go; brands are
everlasting
A brand is differentiating itself through permanently
showing its distinctive character (identity)

32. Assignment
How could you stretch your brand? What are
complementary products or services you could
also offer?
Think about:
- Amazon… offering banking services
- Ikea… selling decoration books and
magazines

33. 33
Important consequences of the
concept Brand Equity
1. Involvement of top management
2. End of fragmentation
3. Focus on innovations
4. More vision & identity (in stead of image)
5. Full exploitation of the brand capital

34. 34
Involvement of top management
Higher involvement of the board of directors
– “We cannot leave the brand in the hands of the marketing
people.” (Y. Barbieux – CEO Nestlé France)
Brands are “lived” throughout the whole
organisation (top-down and bottom-up)
Organizations are adapted to meet these new
requirements
– Corporate communication
– New structure of marketing organizations
⇨ NEW INTERNAL ENVIRONMENT

35. Led by example
Corporate branding
Involvement of …
consumers & end
users

36. 36
► End of fragmentation
The management of brands does cost a lot of
money and energy; therefore you have to make
choices
– Banque de Paris & des Pays-Bas becomes Paribas
Focus on the core brands of the company
– Cfr. Unilever: from 1.600 to 400 brands
– Gervais-Danone becomes Danone with
Gervais as a kind of serie-brand
– Barco: focusing on B2B
More products under one brand name
(umbrella brands)
⇨ NEED TO CAPITALIZE ON CORE BUSINESS & CORE BRANDS

37. The LEGO story
• Launch in 1934
• Line extensions with
Lego kids’ fashion,…
• Crisis
• Back to basics: toys
• Experience marketing
(store, staff, movie,
…)

38. 38
► Focus on innovations
To survive even strong brands do need
innovations and a continuous “update” to
respond to changing consumer needs
– Translated into clear objectives: x % of the annual turnover
– To stay “young”: this is even more influenced by innovations
than by advertising
Innovations need to be managed by the
director of the brand portfolio who can decide
about which brand will be the “endorser” of this
new product
⇨ INNOVATIONS ARE THE BOOSTERS OF A BRAND

39. New brand positioning
and identity…

40. 40
► More vision and identity needed
Currently brand management and marketing
are strongly influenced by brand image-
research (=external)
Pure brand management starts from the
identity of the brand: brand concept & territory
A lot of companies are in the meanwhile
formulating their Brand Charter
⇨ IDENTITY IS THE DRIVER. NOT IMAGE

41. 41
► Full exploitation of the
brand capital
Brand extensions
– Examples:
• Dove (Personal Care):
“caring, with ¼ hydrating cream”
• Bic (stands for cheap, easy-to-use, relax) enters other
categories: disposable razor blades and lighters.
However Bic failed in the perfume category (other
values!)
New categories and new regions...
⇨ KNOW THE HEART OF THE BRAND

42. Growing your brand by means
of…
Product development
– Line extensions
– Brand extensions
– Product acquisitions
Market development
– New channels & outlets
– New geographies

43. Growing your brand by more levels
in your brand mantra
1 Key POD
2-3 Key POD’s
Higher order
Promise
Stage
in
BLC

44. Example:
From 1 POD to 3 POD’s
In the past:
– ….
Today:
– Degreasing power (‘miracle against fat’)
– Brilliant shine (‘your glasses shine’)
– Economically (‘one drop is enough’)

45. 45

46. Co-branding

47. Partnerships

48. Expanding brand usage

49. Expanding brand usage

50. Innovative brand communication

51. What the hell are we talking
about?
- Well integrated marketing communication
- 360° approach
- One-on-one communication
- Combination of offline and online
- Use of communities…
- … and Co-creation
- Buzz tracking & passive measurement
- Experience marketing
- Importance of touchpoints
- Internal communication & internal branding
- Make use of your sales staff & personnel
- Creativity… creativity… creativity
- …

52. What is your experience with
innovative marketing communication?
Something you are proud of?
Or something your competitor
has been doing and you regret it
(not doing it yourself)?

53. 360° approach

54. Lidl going for fresh(ness)
Folder
Website

56. Image building via PR:
Lidl promoting health (en vers)…
56

57. Combining online and offline
NL: Coolblue
57
Strategy: Combining ‘pure player’ and ‘physical store’…
Shops where you can order, pick up and go for advice (or
reparation)

58. Your offer: Long tail assortment?
 Companies/retailers can expand their assortment in the
physical stores by offering an online assortment
 Example: Delhaize is selling online 1.150 wines,
although the assortment in the shop is limited to 600
wines

59. Communities

60. Online communities (consumer
insights)
Advantages:
• Direct access to your consumers/customers
• Generating instant feedback & insights
• Motivation!
• Brand experience…
• WIN-WIN for all parties involved

61. HOW TO SCORE WITH
ONLINE COMMUNITIES AND
MOBILE

62. What did we do?
62
65 MOTIVATED COMMUNITY MEMBERS - 3 WEEKS
40
DUTCH
SPEAKING
25
FRENCH
SPEAKING
20
WOME
N
45
MEN

63. FORUM
Fora topic themes 9
Fora questions 28
N° of posts +- 1200
CHALLENGES
Challenges 3
N° of posted challenge
ideas
115
Reaction posts to challenges 43
POLLS
N° of polls 14
Average participation rate 65%
The Community is a rich source of
information
63
HIGH ACTIVITY RATES

64. Co-creation

66. Buzz tracking (conversations) &
passive measurement
Conversations…
De geboorte van Kai Mook
* BOONDOGGLE (25 juni 2010). Boondoggle wint Gouden
en 2 Zilveren Leeuwen op het reclamefestival van Cannes.
Geraadpleegd op 6 juli 2011, op
http://press.boondoggle.eu/boondoggle-wint-gouden-en--
-zilveren-leeuwen-voor-kai-mook-op-het-reclamefestival-
van-cannes

67. Story telling
Cisco = networking equipment. ‘How can you possibly humanise a B2B brand
whose central focus is highly technical products?
So, how does Cisco constantly and consistently create quality
content?
Cisco not only looks to its knowledgeable, authoritative staff for content but
also taps up journalists from a variety of sectors. We’re all aware of the power
of using journalists to create content and Cisco does this so well. Writers from
the Wall Street Journal, BusinessWeek, Forbes, New York Times as well as
freelance writers and University lecturers have all had a hand in building
Cisco’s Newsroom to be an engaging, inspiring platform.

68. Experience marketing

69. Importance of touch points
• CRM (good and up-to-date database)
• Reception & welcome of clients
• Proposals & price offers
• Importance of showroom and POS
• Follow-up of proposals
• Sales transactions
• After-sales
• Cross selling & upselling

70. New touch points

71. Staff = your first brand ambassadors
Internal branding

72. Be MORE creative
Get out of your comfort zone BUT comfort your customers
• Good communication starts with a good briefing and
target’ setting
• Synergies in a well integrated communication mix
– Reinforcement of your brand positioning
• Are you daring enough?
– Free publicity (Public Relations)
– Social media
– Website & SEO
– Cross-selling
– Co-branding
– Use your brand ambassadors… let your customers do the job for you

74. 74

75. Creativity… creativity…
En factureer 100 Euro
voor de tijd
die u daarvoor uittrekt…

76. Dare to do things differently…

77. Thanks for your attention…
… and good luck with all your future branding
activities & marketing communication!
Peter Janssen
E-mail: peter.janssen@livingbrand.be
Mobile: 0473 91 67 76
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