1. ALIGNING
INTERNAL
AND
EXTERNAL
BRANDING
STRATEGIES
Samit
Sinha
June
23
2012
ECP,
DMS,
IIT
Delhi

2. 2
INSIDE
OUT
BRANDING
A
Corporate
Branding
PerspecFve
Samit
Sinha:
DMS-­‐IITD
June
23
2012

3. 3
Everything
should
be
made
as
simple
as
possible,
but
not
simpler.
Albert
Einstein
Samit
Sinha:
DMS-­‐IITD
June
23
2012

4. First,
A
Common
Vocabulary
4
Samit
Sinha:
DMS-­‐IITD
June
23
2012

5. One
Day
In
The
Forest
5
Samit
Sinha:
DMS-­‐IITD
June
23
2012

6. EvoluFon
of
Branding
6
Basis
of
a
rela@onship
Means
of
(Shared
discrimina@on
meanings
&
(A
set
of
beliefs)
Sign
of
unique
recogni@on
superiority
(A
means
to
associaFons)
help
idenFfy
&
Trademark
disFnguish)
(As
a
legal
proof
of
ownership)
Samit
Sinha:
DMS-­‐IITD
June
23
2012

7. The
Brand,
UlFmately
7
 At
its
simplest
the
brand
is
 An
indicator
of
origin
 An
assurance
of
delivery
 A
common
frame
of
reference
for
all
consFtuencies
 (It
is
not
just
a
name,
logo
or
tag-­‐line)
Samit
Sinha:
DMS-­‐IITD
June
23
2012

8. Intangible
Asset,
But
Tangible
Worth
8
Investors
bet
COMPANY’S
MARKET
CAPITALIZATION
on
something
that
is
above
and
beyond
the
–
DEBT
company’s
basic
ability
–
CURRENT
REPLACEMENT
VALUE
OF
ALL
to
make
and
TANGIBLE
ASSETS
provide
a
product
or
service!
–
ESTIMATED
VALUE
OF
INTANGIBLE
ASSETS
(IPRs,
cerFficaFons
etc.)
=
FINANCIAL
VALUE
OF
BRAND/S
Samit
Sinha:
DMS-­‐IITD
June
23
2012

9. The
Brand
Asset
9
 The
only
assurance
of
future
income
 A`racFng
new
customers
 Retaining
exisFng
ones
 CreaFng
preference
for
itself
 Increasing
purchase
frequency
 Commanding
a
premium
 Fostering
deep
loyalty
Samit
Sinha:
DMS-­‐IITD
June
23
2012

10. Branding
Is
Decommodifying
10
Commodity
Brand
When
people
don’t
care
whose
product
they
buy,
it
is
a
commodity,
and
it
has
no
other
value
above
and
beyond
its
material
value.
The
primary
func@on
of
brands
is
to
reduce
our
anxiety
in
making
choices.
The
more
we
sense
we
know
about
a
product,
the
less
anxiety
we
feel.
Samit
Sinha:
DMS-­‐IITD
June
23
2012

11. 11
Brand’s
Key
Role
SimplificaFon
of
choice
Samit
Sinha:
DMS-­‐IITD
June
23
2012

12. Why
Customers
Stray
12
1. DissaFsfacFon
2. For
variety
3. Lifestyle
shic
4. DisaffecFon
Samit
Sinha:
DMS-­‐IITD
June
23
2012

13. And
Why
They
Stay
13
• REAL
LOYALTY
Emo@onally
• Considera@on
set
of
ONE
Bonded
• Not
subs@tutable
• Habit
Contented
• Familiarity
• Momentum
• Cost/effort
of
switching
Through
InerFa
• Indifference/low
involvement
• RaFonal
&
deliberated
By
EvaluaFon
by
process
of
eliminaFon
Samit
Sinha:
DMS-­‐IITD
June
23
2012

14. Commodity
To
Brand
14
Commodity
Characteris@cs
Brand
Characteris@cs
 RaFonal
 EmoFonal
 Do
I
need
it?
 I
want
it!
 What
does
it
do?
 It
is
cool!
 What
does
it
cost?
 I'm
going
to
get
it!
 How
does
it
compare?
 I
only
want
this
one!
Samit
Sinha:
DMS-­‐IITD
June
23
2012

15. Brand
Image
Vs
IdenFty
15
 The
brand
image
can
only
be
controlled
by
first
establishing
the
brand
idenFty
 Brand
image
 How
it
is
perceived
 Brand
idenFty
 What
we
want
it
be
Samit
Sinha:
DMS-­‐IITD
June
23
2012

16. “A
brand
is
a
living
enFty
–
and
it
is
enriched
or
undermined
16
cumulaFvely
over
Fme,
the
product
of
a
thousand
small
gestures”
Michael
Eisner,
CEO
Disney
Samit
Sinha:
DMS-­‐IITD
June
23
2012

17. Brand
Impressions
17
Compe@tors
Retailers
Employees
Unplanned
Communica@ons
Customer
Partners
Digital
Experience
Customers
Marke@ng
Communica@ons
Samit
Sinha:
DMS-­‐IITD
June
23
2012

18. 18
The
Brand
Is
Experienced
“Everyone
experiences
far
more
than
he
understands
–
yet
it
is
experience,
not
understanding,
that
influences
behavior.”
Marshall
McLuhan
Samit
Sinha:
DMS-­‐IITD
June
23
2012

19. Experience
≥
Promise
19
PROMISES EXPERIENCES
Media Environments
Literature Behavior
BRAND
MANAGEMENT
Signage Product
Advertising Service
Samit
Sinha:
DMS-­‐IITD
June
23
2012

20. The
Top
Global
Brands
–
2012
20
APPLE
AT&T
GOOGLE
VERIZON
MICROSOFT
HSBC
IBM
NTT
GROUP
WALMART
TOYOTA
SAMSUNG
WELLS
FARGO
GE
BANK
OF
AMERICA
COCA
COLA
McDONALD’S
VODAFONE
SHELL
AMAZON
INTEL
Samit
Sinha:
DMS-­‐IITD
June
23
2012

21. Brand
Architecture
Systems
21
STRONG
Responsibility
Of
Company
As
Brand
Driver
WEAK
Branded
Endorsed
House
of
Sub-­‐Brands
House
Brands
Brands
• Yamaha
• HP
LaserJet
• Maggi
–
• Dove
• Virgin
• Sony
Nestle
(Unilever)
• GE
Walkman
• Obsession
–
• Pringles
• Cadbury
5
Calvin
Klein
(P&G)
Star
• Vivanta
–
Taj
• Tic
Tac
(Ferrero)
WEAK
Responsibility
Of
Product
As
Brand
Driver
STRONG
Samit
Sinha:
DMS-­‐IITD
June
23
2012

22. Product
Vs
Corporate
Brands
22
Product
branding
Corporate
branding
 Lesser
obvious
 Blurred
disFncFon
connecFon
with
between
company
and
parent
organizaFon
product
brand
 Connects
to
consumers
 Helps
company
relate
with
a
category
benefit
with
all
stakeholders
 Brand
acts
essenFally
 Brand
acts
as
broader
as
a
markeFng
concept
organizaFonal
concept
Samit
Sinha:
DMS-­‐IITD
June
23
2012

23. The
Corporate
Brand
Interest
Groups
23
Customers
Investors
Trade
Employees
BRAND
Suppliers
Policy
Partners
Makers
Public
Samit
Sinha:
DMS-­‐IITD
June
23
2012

24. Corporate
Brand
Facets
24
• A
successful
commercial
en@ty
Enterprise
• Investors,
employees,
vendors…
• A
marketer
and
seller
of
products
&
services
Product
• Customers,
trade…
• A
socially
responsible
corporate
ci@zen
Ins@tu@on
• Government,
media,
public…
Samit
Sinha:
DMS-­‐IITD
June
23
2012

25. The
Brand
Opportunity
25
RELEVANCE
Sweet
What
people
want
Spot
most
LEGITIMACY
DIFFERENTIATION
What
you
can
What
your
Key
to
(and
want
to)
be
compeFtors
Corporate
the
best
in
the
struggle
at
Branding
world
at
Samit
Sinha:
DMS-­‐IITD
June
23
2012

26. Determining
The
Field
of
LegiFmacy
26
What
can
you
be
the
best
at?
Legi@mate
Space
What
is
What
drives
your
deep
your
&
abiding
economic
passion?
engine?
Samit
Sinha:
DMS-­‐IITD
June
23
2012

27. The
Alchemist
Brand
Tree™
A
HolisFc
Branding
Framework
27
BRAND IMAGE
OVERALL
CATEGORY
PERCEPTIONS
PRODUCT EXPERIENCE COMMUNICATION EXPERIENCE ORGANIZATIONAL EXPERIENCE
Quality Message Philosophy
Design Personality People
Service Sensorial Cues Business Practices
BRAND
IDENTITY
&
ARCHITECTURE
INTERNAL
EXTERNAL
Branded
House
Of
FIELD OF MARKETING
House
LEGITIMACY STRATEGY
Brands
Emphasis
Emphasis
VISION COMPETENCE RELEVANCE DIFFERENTIATION
Purpose/Values/Goals Strengths/Talents Segmentation Positioning
Strategy Strategy
Samit
Sinha:
DMS-­‐IITD
June
23
2012

28. 28
VISION
=
Purpose
+
Values
+
Goals
“If
you
don’t
stand
for
something,
you’ll
fall
for
anything.”
Samit
Sinha:
DMS-­‐IITD
June
23
2012

29. The
Vision
Framework
29
Core
Ideology
Envisioned
Future
Core
purpose
  Big
Hairy
Audacious
Goals
 OrganisaFon’s
broad,
fundamental
&
 ArFculaFon
of
core
ideology
has
to
be
enduring
raison
d'être,
beyond
mere
followed
by
type
of
progress
one
commercial
moFve
wants
to
sFmulate
 Perpetual
guiding
principle,
separate
from
specific
goals
or
business
strategies
 “A
vision
is
good.
It
gives
cohesion
to
 “Leaders
die,
products
become
obsolete,
the
organizaFon
and
provides
shared
markets
change,
new
technologies
values.
But
to
really
mobilize
the
emerge,
and
management
fads
come
organizaFons
you
need
a
strategic
goal
and
go,
but
core
ideology
in
a
great
(or
possibly
a
few
goals).
The
vision
is
company
endures
as
a
source
of
unachievable
and
permanent.
Your
guidance
and
inspiraFon”
goal
achievable
and
temporal.
It
may
Core
values
 not
look
achievable
when
you
first
set
 OrganisaFon’s
essenFal
&
enduring
tenets
it
and
all
the
best
strategic
goals
seriously
stretch
the
organizaFon,
but
 Principles,
standards
&
acFons
that
people
it
is
achievable
in
principle
and
in
a
in
the
organizaFon
represent
and
fixed
period.
Goals
that
are
ten
to
ficy
consider
worthwhile
and
important
years
in
the
future
are
most
effecFve.”
 Allan
Engelhardt
Samit
Sinha:
DMS-­‐IITD
June
23
2012

30. Examples
of
Core
Purpose
30
 3M
 “To
solve
unsolved
problems
innovaFvely”
 Mary
Kay
 "To
give
unlimited
opportunity
to
women”
 McKinsey
 “To
help
leading
corporaFons
and
governments
be
more
successful”
 Merck
 "To
preserve
and
improve
human
life”
 Nike
 "To
experience
the
emoFon
of
compeFFon,
winning,
and
crushing
compeFtors”
 Walt
Disney
 "To
make
people
happy"
Samit
Sinha:
DMS-­‐IITD
June
23
2012

31. Examples
of
Core
Values
31
 HP
 Respect
and
concern
for
the
individual
 The
Body
Shop
 No
tesFng
of
cosmeFcs
on
animals
 Sony
 Being
a
pioneer,
not
following
others
 BMW
 Not
sacrificing
quality
to
price
 Walt
Disney
 The
worth
of
the
family
 Procter
&
Gamble
 Honesty
and
fairness
Samit
Sinha:
DMS-­‐IITD
June
23
2012

32. 32
Big
Hairy
Audacious
Goals
A
strategic
business
statement
which
is
created
to
focus
an
organisaFon
on
a
single
medium-­‐long
term
organisaFon-­‐wide
goal
which
is
audacious,
likely
to
be
externally
quesFonable,
but
not
internally
regarded
as
impossible.
Samit
Sinha:
DMS-­‐IITD
June
23
2012

33. BHAGs
Examples
33
QuanFtaFve

 “Become
a
$
125
billion
company
by
the
year
2000”
(Wal-­‐Mart,
1990)
QualitaFve

 “Become
the
company
that
most
changes
the
world-­‐wide
image
of
Japanese
products
as
being
poor
quality”
(Sony,
early
1950s)
 “Become
the
best
entertainment
company
in
the
world”
(Walt
Disney)
 “Become
the
most
powerful,
the
most
serviceable,
the
most
far-­‐reaching
world
financial
insFtuFon
that
has
ever
been”
(CiFbank)
 “To
become
"the
pulse
of
the
planet."
(Twi`er)
David
Vs.
Goliath

 “Crush
Adidas”
(Nike,
1960s)
Role
model

 “Become
Harvard
of
the
West”
(Stanford
University)
Simply
audacious

 “…put
a
man
on
the
moon
by
the
end
of
the
decade…”
(JFK,
1962)
Samit
Sinha:
DMS-­‐IITD
June
23
2012

34. 34
Core
Competence
It
is
not
a
goal,
strategy
or
plan
to
be
the
best.
It
is
an
understanding
of
what
you
can
be
best
at.
Samit
Sinha:
DMS-­‐IITD
June
23
2012

35. What
Are
You
Really
Good
At?
35
“The
fox
knows
many
things,
but
the
hedgehog
knows
one
BIG
thing.”
Archolus,
7
B.C.
Samit
Sinha:
DMS-­‐IITD
June
23
2012

36. The
Fox
Versus
The
Hedgehog
36
The
Fox
Way
The
Hedgehog
Way
 Foxes
pursue
many
 Hedgehogs
simplify
a
ends
and
see
the
world
complex
world
into
a
in
all
its
complexity
single
organizing
idea
 The
Fox
has
smart,
new
 The
hedgehog
has
just
strategies
each
day
one
defense
mechanism
 And
is
fast,
sleek
&
 Quickly
roll
up
into
a
cracy
and
tries
all
kinds
li`le
ball
and
become
a
of
ways
to
prevail
sphere
of
sharp
spikes
The
fox
never
wins!
Samit
Sinha:
DMS-­‐IITD
June
23
2012

37. The
Brand
As
A
MarkeFng
Concept
37
Low

Differen@a@on

High
DRIVERS
TABLESTAKES
Important
Important
Low

Relevance

High
features/benefits
features/benefits
not
offered
by
offered
by
many
others
NEUTRALS
FOOL’S
GOLD
Common
Unique
features/
features/benefits
benefits
but
of
of
li`le
or
no
li`le
or
no
value
value
to
people
to
people
Samit
Sinha:
DMS-­‐IITD
June
23
2012

38. The
Brand
IdenFty
Kapferer’s
Brand
IdenFty
Prism
38
picture of sender
Physique Personality
Its sensorial Its implicit
associations character
Relationship BRAND ESSENCE Culture
internal
external
Its role in (The most permanent The brand’s
people’s lives
part of the brand) core values
Reflection Self-image
Brand user’s Brand user’s
public perception self-perception
picture of receiver
Samit
Sinha:
DMS-­‐IITD
June
23
2012

39. The
Mercedes
Brand
39
• Name
• Perfec@onist
• 3-­‐pointed
star
• Sophis@cated
• Premium
• Build
quality
• Dependable
• Badge
of
Engineering
• German
success
engineering
Perfec@on
• Rich
&
famous
• Successful
owner
Samit
Sinha:
DMS-­‐IITD
June
23
2012

40. The
BMW
Brand
40
• Young
• Name
• ExciFng
• Propeller
• Passionate
• Premium
• Sporty
• Pleasure
The
Joy
• German
high-­‐
Machine
Of
Driving
performance
• Rich
&
famous,
• Driving
enthusiast
youthful
Samit
Sinha:
DMS-­‐IITD
June
23
2012

41. Brand’s
Value
ProposiFon
41
Brand’s
Expression
Brand’s
Psychological
Benefits
Brand’s
Func@onal
Benefits
Brand’s
Features/Aiributes
Samit
Sinha:
DMS-­‐IITD
June
23
2012

42. Value
ProposiFon
Ladders
Pride
Joy
Status
•
Success
•
Pres@ge
Thrill
•
Youthfulness
•
Fun
Luxury
•
Reliability
•
Luxury
•
Performance
•
Safety
Driving
pleasure
Premium
•
German
•
Premium
•
German
•
Well-­‐built
Well-­‐built
June
23
2012
Samit
Sinha:
DMS-­‐IITD
42

43. Brand
ManifestaFons
43
Samit
Sinha:
DMS-­‐IITD
June
23
2012

44. Why
People
Ma`er
44
 The
best
way
to
develop
a
brand
that
has
a
high
degree
of
relevance
and
consistency
is
to
ensure
that
the
employees
of
an
organiza@on
understand
and
believe
in
the
values
of
the
organiza@on
 These
cannot
be
invented
–
they
have
to
come
from
the
essence
of
the
organizaFon
 However,
they
do
have
to
be
lived
sincerely
 Living
brands
have
to
be
built
on
solid
ground
but
they
also
have
to
be
capable
of
evoluFon
and
change
Samit
Sinha:
DMS-­‐IITD
June
23
2012

45. 45
Building
Brand
Culture
“Culture
is
always
a
collec@ve
phenomenon,
because
it
is
at
least
partly
shared
with
people
who
live
or
lived
within
the
same
social
environment,
which
is
where
it
was
learned.
It
is
the
collec@ve
programming
of
the
mind
which
dis@nguishes
the
members
of
one
group
or
category
of
people
from
another.”
Geert
Hofstede
Samit
Sinha:
DMS-­‐IITD
June
23
2012

46. Brand
Values
DisseminaFon
Geert
Hofstede
46
Symbols
Role
Models
Rituals
Core
Values
Samit
Sinha:
DMS-­‐IITD
June
23
2012

47. Two
Views
On
Human
Nature
47
Sigmund
Freud
Abraham
Maslow
Determinist
View
Humanist
View
 No
fundamental
difference
 People
are
fundamentally
between
humans
and
trustworthy,
self-­‐
animals
protecFng,
self-­‐governing,
 Behavior
is
determinisFc
and
naturally
inclined
 Determined
by
anterior
towards
growth
and
love
factors,
either
inherited
or
environmental,
rather
than
 Cruelty,
violence
and
by
free
will
dishonesty
are
not
typical
 Air,
water,
food,
shelter,
rest,
of
human
nature,
but
sex
and
pain
avoidance
is
all
occur
only
when
people
that
we
really
need
are
deprived
of
their
needs
Samit
Sinha:
DMS-­‐IITD
June
23
2012

48. The
Hierarchy
Of
Human
Needs
48
Samit
Sinha:
DMS-­‐IITD
June
23
2012

49. 49
Strong
Brands
Connect
With
Meta-­‐needs
Truth,
goodness,
beauty,
unity,
holism,
harmony,
aliveness,
uniqueness,
perfecFon,
necessity,
compleFon,
jusFce,
order,
simplicity,
richness,
effortlessness,
playfulness,
self-­‐
sufficiency,
meaningfulness…
Samit
Sinha:
DMS-­‐IITD
June
23
2012

50. Internalizing
The
Brand
50
Intellect
Mindset
(Capacity
to
think)
(Capacity
to
learn)
Effec@ve
Deployment
Body
Heart
(Capacity
to
act)
(Capacity
to
relate)
Samit
Sinha:
DMS-­‐IITD
June
23
2012

51. IdenFfy
Brand
Champions
51
SABOTEURS"
- Working actively"
AGNOSTICS" against the idea"
- Interested but"
not committed"
CHAMPIONS" CYNICS"
- Storytellers" - Not involved"
who spread the idea" with the idea"
Samit
Sinha:
DMS-­‐IITD
June
23
2012

52. Entrepreneurship
+
Discipline
=
Great
Company
52
Great
Organiza@on
Hierarchical
Organiza@on
Start-­‐up
Organiza@on
Bureaucra@c
Organiza@on
Samit
Sinha:
DMS-­‐IITD
June
23
2012

53. Balancing
Freedom
&
Responsibility
53
Samit
Sinha:
DMS-­‐IITD
June
23
2012

54. Samit
Sinha:
DMS-­‐IITD
54
THANK
YOU
June
23
2012
QuesFons?