The document discusses the importance of regularly renewing and updating brands to stay relevant in a constantly evolving market. It provides several examples of companies that successfully transformed their brands, such as Unilever emphasizing vitality, British Petroleum shifting to focus on green energy, and Mercedes Benz targeting younger consumers. The document also advocates for renewal driven by market insights and ensuring brand changes are properly integrated across communication, products, and customer experience.

2. BRAND TALKSHOW AND LUNCHEON ON RENEW YOUR BRAND FOR GROWTH - WHY AND HOW HCMC 12 Nov, 2009 prepared by Pham Viet Anh, Left Brain Connectors

3. “ it’s not that the BIG eat the SMALL …it’s that the FAST eat the SLOW Jason Jennings & Laurence Houghton National Best Seller

4. Renew Rejuvenated Rebranded Repositioning Change … They are all the same

5. Change or being “changed”

6. Why we change?

7. the market keeps on evolving…

8. “ We can beat the competitors, but we will never beat the trend…”

9. market creation (tạo dựng) market relevance (thích nghi) now future industry/category industry/category desire map desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved. Your brand somewhere

10. market creation (tạo dựng) market relevance (thích nghi) now future industry/category industry/category desire map desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

11. market creation (tạo dựng) market relevance (thích nghi) now future industry/category industry/category desire map desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

12. market creation (tạo dựng) market relevance (thích nghi) now future industry/category industry/category desire map desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

13. market creation (tạo dựng) market relevance (thích nghi) now future industry/category industry/category desire map desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

14. market creation (tạo dựng) market relevance (thích nghi) now future industry/category industry/category desire map differentiation vision mission value personality You Expert Research desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

15. Most changes failed happen when Business strategy was carried out with poor market understanding Creative doesn’t meet strategy Change before ready

16. Always, from the insight-out

17. image map desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved. brand idea desired image customer’s perceived image connectivity identity integrated marketing Communication people, services Product … .

18. disconnected right strategy and fail execution image map desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

19. connectivity design connects strategy desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved. Differentiation & integrity personality tone and manner visual voice environment attitude culture image map

20. Building a brand image is like learning how to draw the chicken Desire Fix it as you go Maintain 1. 2. 3

21. More than just one reason/opportunity to change the brand image (renew brand) and more…

22. Product that transform business

23. “ 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

24. Invented portable music player but failed to IPOD 340 millions unit sold in short time name in Oxford English dictionary

26. The worldwide leader in Digital Entertainment products for personal computer and the Internet with Sound Blaster Sound Cards 1981 1989 – Sound Blaster To date - PDE Personal Digital Entertainment (PDE)

27. Coke aluminum contour bottles for night clubs and select events.

28. Mission: Keep the outside look always new

29. Brand that transform business

30. “ … 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”

31. “ … 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.

32. “ Change to lead” From the world famous petroleum corporation (British Petroleum) to being the world leader in green energy producer

33. A little better Gas beyond petroleum (bp)

34. “ … bp be perceived as a green energy company but to deliver green, environmental friendly solution worldwide. To make this vision come to 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.

35. green travel green life green business green energy green money Green trends

36. “ Change to survive” 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?

37. Never regret the old-failed visual equity Hello red , goodbye “yellow”

38. A simple yet caring CRM also help refresh the brand image -Mercedes Benz to kinder garden

39. Attracting young age consumer and “refreshing” the traditional-classic brand image.

40. They Citi Group brand architecture and group identity - “Change to fit” corporate & investment bank private bank asset management Linked name Linked icon Corporate name with description Consumer market Specialty Corporate & Institutional

41. Brand idea is brand strategy

42. Change timely.

43. Change differently.

44. Change responsibly.

45. thank you