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Tendensdagen 2012 Tim Wragg
The document discusses the importance of brand ideals as a driver of growth, emphasizing that marketing should inspire life using values such as generosity and empathy. It highlights a study identifying the top 50 high-growth brands that successfully bonded with consumers and outperformed the market by 382.3% over the past decade. Key themes include the transformation of businesses through ideals, customer engagement, and the role of product excellence in achieving brand objectives.
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Tendensdagen 2012 Tim Wragg
- 2. Ideals: The ultimate driver of growth TIM WRAGG, CEO EUROPE 2
- 3. “Marketing must rethinkits purpose. We must apply life's lessons — generosity, love, humor, and empathy— so that marketing inspires life, and life inspires marketing” Jim Stengel 3
- 4. The Starting Point What brands have grown their bond with consumers and their financial value the most over the past decade? What can we learn from them? 4
- 5. Millward Brown’s Role A multidisciplinary team led by Millward Brown Optimor, MB Global Solutions & the Neuroscience Practice served as chief research partner and strategic advisor to Jim Stengel We identified the top 50 High-Growth Brands that created the strongest bond with their customers AND delivered the highest financial growth over the past decade Using company deep dives and implicit and explicit research techniques, we uncovered and validated the common recipe that drives growth and profit at the world’s best brands 5
- 6. Our Approach toIdentifying the Best Brands 1 2 3 MB Equity Brand Growth 50 High-Growth Database Brands Leveraged the most Measured growth in Identified best brands comprehensive consumer bonding and known as equity database in the brand financial value “Stengel 50” world over the past 10 years 6 Source: Millward Brown Optimor & Jim Stengel Study of Business Growth
- 7. Top 50 High-GrowthBrands 7 Source: Millward Brown Optimor & Jim Stengel Study of Business Growth
- 8. The Stengel 50Outperform the Market 382.3% -7.9% The High-Growth Brands, as represented by the 42 public companies within the top 50, collectively outperformed the S&P 500 by almost 400% over the past 10 years 8
- 9. THE BEST BRANDS are built on Not what people buy, but what they buy into 9
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- 11. Live in harmony—withoneself, with others, and with nature.
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- 15. Where does anideal come from? 15
- 16. The Source ofa Brand Ideal Brand’s Employee's Beliefs Heritage & Values 16
- 17. How do Idealstransform businesses and organizations? 17
- 18. Ideals Inspire andGuide All Activities 18
- 19. Ideals Inspire andGuide All Activities PRODUCT & EXPERIENCE EXCELLENCE 19
- 20. To build a SmarterPlanet
- 21. Product and ExperienceExcellence inspired by the Ideal Smarter Power New Intelligence Smarter Resources 21
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- 23. Live through Design 'We treat design as our media' –Eric Ryan, Co-founder 23
- 24. “The Starbucks experiencemust provide human connection in cherished moments, around the world, one cup at a time” - Howard Schultz
- 25. Product excellence &Multi sensory experiences Starbucks is more than coffee, but without coffee, we have no reason to exist” – Howard Schultz 25
- 26. Deliver Product andExperience Excellence Product Performance Innovation inspired as table stakes by the Ideal Built through Deliver multi-sensory Design experience 26
- 27. Ideals Inspire andGuide All Activities BRAND ALIGNED ORGANIZATION & CULTURE 27
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- 29. Brand Aligned Organizationand Culture Led by Brand Artists Ideal as compass for and Guardians all decisions One Brand, One Employees are the organization brand 29
- 30. Ideals Inspire andGuide All Activities CUSTOMER ENGAGEMENT 30
- 31. To care forbabies’ happy, healthy development. 31
- 32. Co-create and dialogue Connect moms to services Launched the Pampers.com and information that help online parents resource & her as a parent. ‘Hello Baby’ iPhone app.
- 33. Take a pointof view, Act Big and Build Buzz Improve the lives of all babies, Partner with UNICEF to including those in greatest need. eradicate Tetanus.
- 34. Customer Engagement Act Big & One Voice Build Buzz Co-create and Create Collections Dialogue 34
- 35. Road map toaccelerate brand growth
- 36. More stakeholders, customers, employees, and communities want their business to have a purpose bigger than their product. — M AT S L E D E R H A U S E N , F O R M E R P R E S I D E N T, M C D O N A L D ’ S 36
- 37. are you readyto 37
- 38. Thank you! T I M W R A G G , E U R O P E A N C E O , M I L LW A R D B R O W N 38