TNS NIPO seminar 3 juli - Case: Johnnie Walker
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Johnnie Walker, het grootste merk Schotse whisky ter wereld, is een voorbeeld van een merk dat op alle 8 drivers van onweerstaanbaarheid goed scoort.
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TNS NIPO seminar 3 juli - Case: Johnnie Walker
- 2. ©TNS 2014 JOB NUMBER Long-term NeedScope partner 35 NeedScope across 35 markets 18,000 Global database includes 18,000 JW measures 2001 13 year Diageo – NeedScope partnership 2
- 3. ©TNS 2014 JOB NUMBER NeedScope and the marketing process Identify, understand and measures opportunities in the market Determine the optimum positioning for a brand to maximise opportunities Simulate, evaluate and test revised brand elements to achieve and maintain positioning Identify brand innovation opportunities in the market Track brand progress against ambition over time 3
- 4. ©TNS 2014 JOB NUMBER Continually auditing Johnnie Walker for irresistibility 4
- 5. ©TNS 2014 JOB NUMBER Know-how: Credentials and expertise Johnnie Walker outperforms the market on Know-how attributes 5 High quality Trusted, Reputable Johnnie Walker Other Brands
- 7. ©TNS 2014 JOB NUMBER Momentum: brand vitality 7 Johnnie Walker is over a century old but always contemporary… Continual innovation e.g. Double Black Evolution of the walking man
- 8. ©TNS 2014 JOB NUMBER Differentiation: recognisable and defendable difference 8
- 9. ©TNS 2014 JOB NUMBER Johhny Walker has a right to play in the purple needstate 9 ASSERTION
- 10. ©TNS 2014 JOB NUMBER Assertive, Strong-willed, Determined, Powerful, Ambitious, Successful, Sophisticated, Glamorous, Luxurious 10
- 11. ©TNS 2014 JOB NUMBER Emotion: brand meaning and purpose Clear emotive attributes define the brand 11
- 12. ©TNS 2014 JOB NUMBER Symbolism: language of emotion Johnnie Walker packaging uses symbolism well 12
- 13. ©TNS 2014 JOB NUMBER Nexus: emotive linkage Tightly clustered attributes show the brand is well connected across layers of image 13
- 14. ©TNS 2014 JOB NUMBER Alignment: consistency across touchpoints Every brand touchpoint lines up 14
- 15. ©TNS 2014 JOB NUMBER Unity: cohesive brand architecture Tight family of Johnnie Walker variants gives the brand reach into different facets of Assertion 15 United by look and feel. Differentiated by product, situation and price.
- 17. ©TNS 2014 JOB NUMBER Delivering growth for Diageo 17 $1.5b Annual sales in excess of $1.5 Billion 10% Net growth of 10% 2012-2013 No.1 World’s no.1 Scotch whisky IQ79
- 18. ©TNS 2014 JOB NUMBER 18 Elian Swinkels Innovatie en Branding Consultant T 020 522 54 25 Saskia Bot Branding Consultant T 020 522 54 58 Marijke Guldemond Directeur Branding & Communication. T 020 522 53 86 @mguldemond Saskia Brocx Brand Strategy Consultant T 020 522 57 84 Twitter mee via #IB14