1. Tehtävänä makuelämykset
– työkaluna vahvat brändit
työkaluna vahvat brändit
y
Pekka Rantala
Pekka Rantala
1 20.9.2012
@FazerSuomi #Mainontapaiva © Fazer. All rights reserved

2. Technology is back in human hands.
gy

3. It helps us to fall in love.
It helps us to fall in love.

4. To become a better driver.
To become a better driver.

5. To have fun and be together.
To have fun and be together.

6. To make friends.
To make friends.
To make friends
Ravintolapäivä

7. To make money.
To make money.
To make money
Gold farming

8. To become a president
To become a president.
To become a president.

9. To help others to have
To help others to have
To help others to have
p g
progress in their lives.
progress in their lives.
9 20.9.2012 © Fazer. All rights reserved

10. So what does this mean for us?
So what does this mean for us?

11. Decisions are emotional
Decisions are emotional.
Decisions are emotional.

12. B d d i f li
Brands drive feelings.

13. Brand = promise = value
Brand = promise = value

14. Consistent delivery.
Clear product category.
Premium experience.
Premium experience
Engineering premium.
Focus on quality of engineering.
“The ultimate driving machine.”

15. Loyal fan base.
Huge PR machine.
g
Design simplicity.
Innovative user experiences.
p
“This changes everything.”
Cult.

16. Youth culture.
Youth culture.
event‐driven.
category‐defining.
t d fi i
Youth energy.
Edgy, risky, aspirational, funny.
“Gives you wings.”

17. Legacy.
Legacy
Rugged, classic, pioneering.
Levis invented bluejeans.
Levis = USA. Roots. Integrity.
“Original.”
Original.

18. A unique story
Authentic
Family, Roots
Family Roots, Tradition
A brand that’s more than a brand.
Taste Sensations.
Taste Sensations

19. The way to build brands has changed
h b ild b d h h d
TV-led Broadcasting P di
TV l d B d ti Paradigm Word-of-Mouth-led Internet Paradigm
W d f M th l d I t t P di
Total Recommender
Population Score
Brand Brand Strength
Awareness Brand
A = f (No of Users x Net Promoters)
Consi-
deration
Target
Brand
Preference
Strength of
Preference
Today Number
of Users
Message + Media Experience + Word-of-Mouth
19 20.9.2012 © Fazer. All rights reserved

20. Consumer understanding remains key
Rethink h ´ ki
hi k how to get under consumers´skin
d

21. Loyalty remains key
Loyalty remains key
Rethink h
hi k how you keep your customer
how you keep your customer
k
21 20.9.2012 © Fazer. All rights reserved

22. The captive, passive
The captive,
The captive passive
audience is dead.
audience is dead.

23. Rethink your touchpoint
strategy
PR WoM Relationship
Retail POS marketing
Digital Digital
TVC marketing marketing
Consumer Print
Event sponsorship
Service product placement
Comms
etc.
Blogs
Radio Social
media
C e a
Cinema OO
OOH
23 20.9.2012 © Fazer. All rights reserved

24. We at Fazer have a new,
international segmentation model

25. Flagship
Power brand
We put more focus on few power
We put more focus on few power
brands
Classic hero
Silent hero
Sil h

27. Join and enhance
Join and
Join and enhance
existing conversations.
existing conversations.

28. Rethink your internal way of working
hi k i l f ki
ATL Retail PR Digital

29. Advertising Direct
Di t PR SP
Digital
29 20.9.2012 © Fazer. All rights reserved

30. Marketeers Agencies
Consumers
Trade customers
Trade customers
Every idea is the result
Every idea is the result
Every idea is the result
of a collaboration.
of a collaboration.

31. 31 20.9.2012 © Fazer. All rights reserved

32. We bring Marketing
We bring Marketing
and Communications
and Communications
under one roof.
under one roof.
32 20.9.2012 © Fazer. All rights reserved

34. We make the world taste good
34 20.9.2012 © Fazer. All rights reserved