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Presentation THoM'STER Class 2015 - Brand Management
This document appears to be a presentation from a brand management class given by The House of Marketing (THoM) in Antwerp on November 3rd, 2015. The presentation introduces the instructors and discusses the importance of building strong brands through emotional connections with customers and focusing on key brand fundamentals. It also provides examples of how brands like Michel & Augustin have achieved success by engaging customers, adapting to trends, and focusing on innovation.
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Presentation THoM'STER Class 2015 - Brand Management
- 1. Antwerp, November 3rd2015 If you’re not a BRAND you’re a commodity
- 2. Thomster Class onBrand Management – November 3rd 2015 Nice to meet you! Kris Vansanten Chief Coach Valerie Vos Consultant Kenneth De Maeyer Senior Consultant Dirk Blondeel Senior Manager
- 3. Thomster Class onBrand Management – November 3rd 2015 1. Introduction 5’ 2. THoM’ster class 60’ If you’re not a brand, you’re a commodity 3. Case - group discussion & presentations 30’ 4. Wrap up 15’ 5. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 4. Thomster Class onBrand Management – November 3rd 2015 The House of Marketing as proud member of the Quanteus Group
- 5. Thomster Class onBrand Management – November 3rd 2015 Mission statement of The House of Marketing
- 6. Thomster Class onBrand Management – November 3rd 2015 Our team projects combine a mix of competences with varying involvement in function of the project stage We work on exciting client projects – in team or individual placement set-up Our individual placements are supported by the THoM organizational structure Tailored mix of: Strategic marketing Project management Domain expertise Consultant support Core team set-up YOU Counselor & mentor All other consultants Knowledge base of The House of Marketing
- 7. Thomster Class onBrand Management – November 3rd 2015 No two assignments are the same at The House of Marketing Elise is working as an Online Content Manager for a leading automotive brand Thomas is working as a Project Leader for a media company Lise is working as a Junior Project Manager for a FMCG brand Laetitia is working as a Cash Management Marketer for a leading bank Inge is working as a Consultant on brand positioning for a pharmaceutical provider Maxime is working as an Innovation Manager for a premium chocolate brand Dennis Peeters is working as a Digital Project Manager for a leading bank Caroline is working as a MarCom Project Leader for a human resources company
- 8. Thomster Class onBrand Management – November 3rd 2015 3 Master Classes on 3 different marketing topics Guiding you through the complete customer life cycle Incl. real life cases from our THoM consultants THoMers share a passion for marketing, and now it’s time to share some of it with you
- 9. Thomster Class onBrand Management – November 3rd 2015 1. Introduction 5’ 2. THoM’ster class 60’ If you’re not a brand, you’re a commodity 3. Case - group discussion & presentations 30’ 4. Wrap up 15’ 5. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 10. Thomster Class onBrand Management – November 3rd 2015 Let’s start with you!
- 11. Thomster Class onBrand Management – November 3rd 2015 Which brands do you like?
- 12. Thomster Class onBrand Management – November 3rd 2015 Some strong brands
- 13. Thomster Class onBrand Management – November 3rd 2015 … and why? customization Clear presence recognizable Focus on a certain lifestyle Experience that is created around the brand Became very famous in a few years unique Based on user insights consistent Inspires you to live happier Tone of voice Answers a need
- 14. Thomster Class onBrand Management – November 3rd 2015
- 15. Thomster Class onBrand Management – November 3rd 2015 Which product is a top product? Question
- 16. Thomster Class onBrand Management – November 3rd 2015 Some strong products...
- 17. Thomster Class onBrand Management – November 3rd 2015 … and why? Practical Qualitative Durable It always meets my expectations Strong emotional connection Can be found anywhere Strong Decent quality & low price Innovative technology Easy to use Differentiating Beautiful
- 18. Thomster Class onBrand Management – November 3rd 2015 What do you think of the following brand campaigns?
- 19. Thomster Class onBrand Management – November 3rd 2015 TV
- 20. Thomster Class onBrand Management – November 3rd 2015 Radio
- 21. Thomster Class onBrand Management – November 3rd 2015
- 22. Thomster Class onBrand Management – November 3rd 2015
- 23. Thomster Class onBrand Management – November 3rd 2015
- 24. Thomster Class onBrand Management – November 3rd 2015
- 25. Thomster Class onBrand Management – November 3rd 2015 What is a brand?
- 26. Thomster Class onBrand Management – November 3rd 2015 A brand is not .....
- 27. Thomster Class onBrand Management – November 3rd 2015 ... And not .....
- 28. Thomster Class onBrand Management – November 3rd 2015 .... And not ....
- 29. Thomster Class onBrand Management – November 3rd 2015 A brand is a world of experiences
- 30. Thomster Class onBrand Management – November 3rd 2015 Which experiences qualify the brand Carrefour? Question
- 31. Thomster Class onBrand Management – November 3rd 2015 The promotions The shops The casiers The logo The private labels The communication: folders, tv commercials, emailing, DM... The parking The assortment The pricing The shoppers The help desk The quality of goods The instore navigation The personnel The evolution The claim/promise The opening hours Tone of voice The loyalty card CSR/sustainabilitty policy The caddies ............. Nowadays, a brand has an uncountable number of “brand drivers”
- 32. Thomster Class onBrand Management – November 3rd 2015 A promise between a company and its customers … … of emotional and functional benefits around products, services, image and experience in the large sense So finally... What IS a brand?
- 33. Thomster Class onBrand Management – November 3rd 2015 “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Donald Calne, Neurologist How important is emotion for the brand success? Lovemarks put more focus on the emotional bonds because these create “loyalty beyond reason” (Saatchi & Saatchi philosophy)
- 34. Thomster Class onBrand Management – November 3rd 2015 Forging an emotional tie with consumers is one of the strongest ways to protect your brand from copycats
- 35. Thomster Class onBrand Management – November 3rd 2015 Building a strong brand with # FACTS
- 36. Thomster Class onBrand Management – November 3rd 2015 FACTS is a pragmatic and result driven vision that helps to make the right choices in a complex marketing environment FACTS will improve Return on Marketing Investments by focusing on the right business, aiming for simplicity & relevance FACTS will make the brand more reactive and ready to tackle all marketing challenges & changes FACTS will generate stronger innovation that attracts customers’ attention FACTS will strengthen Marketing credibility in the Board by making its initiatives tangible FACTS will make business’s performance more sustainable and so more solid
- 37. Thomster Class onBrand Management – November 3rd 2015 Does my brand convey a single & consistent message?
- 38. Thomster Class onBrand Management – November 3rd 2015 Are we able to handle 21st century consumers?
- 39. Thomster Class onBrand Management – November 3rd 2015 Does our brand challenge the status quo?
- 40. Thomster Class onBrand Management – November 3rd 2015 You need a strong business case to convince your CFO The revenues, costs and resulting profit taking a discount factor into account The break-even point Best and worst case scenarios You assumptions Am I sure the brand will boost your business?
- 41. Thomster Class onBrand Management – November 3rd 2015 You also need a passionate story to convince your CEO CEOs want figures but they also need to feel it so show them: Why it is relevant for the consumer Why you are so passionate about it
- 42. Thomster Class onBrand Management – November 3rd 2015 Some cases examples to prove it New DreamBaby logo: -New DreamBaby logo has not been approved by Jef and Frans Colruyt -Market research was really positive but they don’t feel it! Launch Mobile Postcard at bpost: -Business case was really challenged by CFO -Johny Thijs, CEO of bpost only asked us to convince him to download the application Danette launch in Canada: - R&D and CMO thought something - Consumer insights brought a clear view on customer expectations ... Market research recommandation turned into a 20% boost in the sales in the 1st semester
- 43. Thomster Class onBrand Management – November 3rd 2015 Does my brand try to make the world a better place?
- 44. Thomster Class onBrand Management – November 3rd 2015 The leader brand’s check list Does your brand convey a single & consistent message?1 Are you able to handle 21st century consumers?2 Does your brand challenge the status quo?3 Are you sure your brand will boost your business?4 Does your brand try to make the world a better place?5
- 45. Thomster Class onBrand Management – November 3rd 2015 The successful FACTS story of Michel & Augustin
- 46. Thomster Class onBrand Management – November 3rd 2015
- 47. Thomster Class onBrand Management – November 3rd 2015 Customer engagement in product recipe elaboration Agile, customer engagement, flexibility & speed
- 48. Thomster Class onBrand Management – November 3rd 2015 Customer engagement in product name choice Agile, customer engagement, flexibility & speed
- 49. Thomster Class onBrand Management – November 3rd 2015 Agility is also detecting trends... ... And adapting them to the customers needs
- 50. Thomster Class onBrand Management – November 3rd 2015 Recruitment
- 51. Thomster Class onBrand Management – November 3rd 2015 Ads
- 52. Thomster Class onBrand Management – November 3rd 2015 43% growth 40M€ turnover Strong ambition: “Triple the business through innovation & quality”
- 53. Thomster Class onBrand Management – November 3rd 2015
- 54. Thomster Class onBrand Management – November 3rd 2015 Brand Management
- 55. Thomster Class onBrand Management – November 3rd 2015 The fundamentals of branding knowledge equity
- 56. Thomster Class onBrand Management – November 3rd 2015 Framework for brand management Analyze branding opportunities Could the brand make a useful, unique and credible promise? Analyze the 4 C’s: customers, competitors, company & collaborators Choose the brand positioning No promise, no brand Functional promise Emotional promise Design the brand identity That delivers the brand promise Create the identity via brand elements & marketing drivers Monitor brand knowledge Sources of brand equity Brand awareness Brand image Brand evaluation Measure brand equity Incremental impact of the brand Overall brand evaluation Conjoint analysis Brand valuation analysis Manage brand equity Adapt identity to stay relevant Against generics & private label Over time & space Across categories Across linked brands 1 2 3 4 5 6
- 57. Thomster Class onBrand Management – November 3rd 2015 Proposition Functional benefits Emotional aspirations Clear insight in: Customer Insights Trends Clear insight in: Is it relevant? Is it unique? Is it sustainable? Is it credible? Is it feasible? Core Competencies Clear insight in: Creating a strong brand is an intense process with tough criteria
- 58. Thomster Class onBrand Management – November 3rd 2015 The positioning will be described in terms of a statement: • WHAT the brand does • For WHO • HOW (in which way, specific matter), • BENEFITS for the customer x is the most customer driven and expert retail chain for homebaking and garden & animal care For all hobbyits (30+) in garden, animal an/or homebaking Starting from its expertise and customer insights x offers proactively sustainable and trustworthy solutions. Passioned by their expertise x’s people assist the customers with advise and expert help X guarantees its customers certainty of results and more pleasure from their activities Example of a positioning statement: POSITIONING STATEMENT
- 59. Thomster Class onBrand Management – November 3rd 2015 foundationPositioningUSP Insights/analysis (Market) Strategy Customer Market Competition Business Corporate/brand vision Corporate/brand mission Segmentation/targeting Brand essenceBrand Personality Brand values Positioning Statement: What the brand does, for who, how (in which way, specific matter), benefits for the customer (relevant, unique, fit with equity, sustainable) Discriminator Reason(s) to believe Brand identity card
- 60. Thomster Class onBrand Management – November 3rd 2015 Brand architecture
- 61. Thomster Class onBrand Management – November 3rd 2015 What are the models of cohabitation for brands? Brand architecture
- 62. Thomster Class onBrand Management – November 3rd 2015 6 The brand architecture is linked to the heritage, the evolution of the company and the company objectives
- 63. Thomster Class onBrand Management – November 3rd 2015 The Brand Architecture Cube: which extensions are possible? 63 Parent brand Vertical extension Horizontal extension Relationship Premium Cheaper Similar Category A Category B Category C Independent brand Linked brand (endorsement) Same brand (sub-branding)
- 64. Thomster Class onBrand Management – November 3rd 2015 Line extensions have to fit with the brand’s positioning and USP
- 65. Thomster Class onBrand Management – November 3rd 2015 In the beginning, there was … the Dove soap bar 1957
- 66. Thomster Class onBrand Management – November 3rd 2015 Years later, the Dove brand has many extensions, all communicating the Dove USP … brandproductExtensions 1 USP 1/4 moisturing cream
- 67. Thomster Class onBrand Management – November 3rd 2015 In a House of brands, every brand needs it’s own positioning and own USP Volkswagen Group (vertical extensions)
- 68. Thomster Class onBrand Management – November 3rd 2015 #notfocused Focus on hardware? Which category? Or focus on content? Big loss of MS in televisions, gaming, .... Recent evolution ... focus on “entertainment”.....
- 69. Thomster Class onBrand Management – November 3rd 2015 Conclusion
- 70. Thomster Class onBrand Management – November 3rd 2015 Key takeaways A brand = a promise between a company and its customers of emotional and functional benefits around products, services, image and experience in the large sense Creating a strong brand is an intense process with tough criteria, where multiple stakeholders have to be involved. Always pay attention to the Architecture of the brand ! Do the different products fit within the brand’s positioning? Do the different brands fit within the house of brands?
- 71. Thomster Class onBrand Management – November 3rd 2015 1. Introduction 5’ 2. THoM’ster class 60’ If you’re not a brand, you’re a commodity 3. Case - group discussion & presentations 30’ 4. Wrap up 15’ 5. Let’s have a drink! … Welcome to our 1st THoM’ster class!
- 72. Thank you foryour attention! (and now it’s time for a drink...)