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Davis founder brands 091812
1.
Founder Brands
From Original Vision to Sustained Value Davis Brand Capital Clarity. September 2012
2.
What do some
of the world’s most valuable and well-known brands have in common? Copyright © 2012 Davis Brand Capital 2
3.
3 Copyright © 2012
Davis Brand Capital
4.
They are all
founder brands. Copyright © 2012 Davis Brand Capital 4
5.
What does this
mean? Copyright © 2012 Davis Brand Capital 5
6.
A founder brand
is most easily defined as a brand where a founder or founding family exercises significant influence over the business. Source: International Finance Corporation, “Corporate Governance,” 2007, p. 1 6 Copyright © 2012 Davis Brand Capital
7.
That “influence” is
manifested through ownership, effective voting control, management or history. Source: International Finance Corporation, “Corporate Governance,” 2007, p. 1 7 Copyright © 2012 Davis Brand Capital
8.
Why do founder
brands matter so much? Copyright © 2012 Davis Brand Capital 8
9.
Founder brands make
enormous contributions to the U.S. economy. Copyright © 2012 Davis Brand Capital 9
10.
35 80+
more than 35 percent of Fortune 500 companies are family owned or controlled 60 244 Source: Conway Center for Family Business, “Family Business Facts, Figures and Fun,” 2012 10 Copyright © 2012 Davis Brand Capital
11.
35 80+ eighty to
90 percent of all U.S. businesses 60 are family owned or controlled 244 Source: Conway Center for Family Business, “Family Business Facts, Figures and Fun,” 2012 11 Copyright © 2012 Davis Brand Capital
12.
60
244 sixty percent of all public companies in the U.S. are family controlled Source: Conway Center for Family Business, “Family Business Facts, Figures and Fun,” 2012 12 Copyright © 2012 Davis Brand Capital
13.
60
244 the founder brands* on the 2011 Davis Brand Capital 25 had a market capitalization exceeding $244 billion… * Apple, Microsoft, Google, Toyota Motor Corporation, Volkswagen, Samsung Electronics, Wal-Mart 13 Copyright © 2012 Davis Brand Capital
14.
… and outperformed
the S&P by 13.53 percent in 2011 DBC25 (+9.32%) FOUNDER BRANDS (+13.53%) DOW JONES (+5.53%) S&P 500 (0.00%) NASDAQ (-1.80%) 14% 12% 10% 8% 6% 4% 2% 0% -2% -4% -6% -8% - 10 % - 12 % -14% JAN. 2011 ARPIL 2011 JULY 2011 OCT 2011 DEC 2011 JANUARY 9, 2011 – DECEMBER 30, 2011 Note: Based on a hypothetical stock portfolio comprised of the 25 companies on the Davis Brand Capital 25, with holdings proportionately allocated according to each company’s position in the ranking. Copyright © 2012 Davis Brand Capital
15.
Surprisingly, even when
family businesses grow into major brands, they are neither well understood nor well studied. Copyright © 2012 Davis Brand Capital 15
16.
Think
16 Copyright © 2012 Davis Brand Capital
17.
Founder brands are
often the product of a supremely charismatic and motivated individual. Copyright © 2012 Davis Brand Capital 17
18.
Consider
18 Copyright © 2012 Davis Brand Capital
19.
The brand and
the individual become one in the public’s mind. Copyright © 2012 Davis Brand Capital 19
20.
Think
20 Copyright © 2012 Davis Brand Capital
21.
Separating founder and
brand to ensure the brand’s growth and longevity is one of the core issues founder brands face as they grow. 21 Copyright © 2012 Davis Brand Capital
22.
However, sometimes the founding
influence gets eclipsed over time. Copyright © 2012 Davis Brand Capital 22
23.
Consider Who would you
name its greatest leader? Thomas Edison or Jack Welch? 23 Copyright © 2012 Davis Brand Capital
24.
No matter the
scenario, founder brands are unique brands … Copyright © 2012 Davis Brand Capital 24
25.
… facing unique
challenges and opportunities for growth – everyday. Copyright © 2012 Davis Brand Capital 25
26.
Founder brands share
five common challenges and opportunities … Copyright © 2012 Davis Brand Capital 26
27.
1. For founder brands,
image and reputation are not abstract concepts. Copyright © 2012 Davis Brand Capital 27
28.
Managing a personality-focused
equity can be a major challenge and how a brand handles it, can be the difference between short-term success and sustained value. Copyright © 2012 Davis Brand Capital 28
29.
How to solve
this conundrum? Copyright © 2012 Davis Brand Capital 29
30.
For example, convey
a brand promise that lives beyond a personality Steve Jobs effectively prepared the company and his successor, Tim Cook. Apple now is the world’s most valuable company, nominally. 30 Copyright © 2012 Davis Brand Capital
31.
Or, define a
higher ideal that both honors the legacy and shapes the future IBM has evolved into an iconic, global brand, honoring not its powerful founder, but the more universal power of “thinking.” 31 Copyright © 2012 Davis Brand Capital
32.
So, what will
Martha Stewart do next? 32 Copyright © 2012 Davis Brand Capital
33.
2.
Founder brands must consider that what is best for the brand may not be what is best for the founder. This is an essential consideration for keeping competitive position and consumer trust. Copyright © 2012 Davis Brand Capital 33
34.
The road from
founding garage to founder brand is not always clear, nor free of potholes and u-turns. Copyright © 2012 Davis Brand Capital 34
35.
Think
Jerry Yang’s attempt to right the long-suffering Yahoo, the company he co-founded. The result? One of many executives dismissed by a board without a roadmap. 35 Copyright © 2012 Davis Brand Capital
36.
Consider Wall Street’s pressure
on Mark Zuckerberg’s Facebook. The result? Too early to tell. 36 Copyright © 2012 Davis Brand Capital
37.
3. Founder brands
often struggle with how best to manage and leverage past achievements in a meaningful and future-focused way. Copyright © 2012 Davis Brand Capital 37
38.
To protect the
equity in the founder brand, a portfolio strategy is essential to its longevity. Copyright © 2012 Davis Brand Capital 38
39.
Allowing the brand
to evolve … Hermes, contemporary artisans since 1837 39 Copyright © 2012 Davis Brand Capital
40.
… and connect
with a new generation of customers with different needs and habits. petit h, a new Hermes collection, made from up-cycled studio scraps but with the same level of artisanship 40 Copyright © 2012 Davis Brand Capital
41.
Founder brands also
tend to undertake innovation with extreme due diligence, which can be a positive and a negative. Copyright © 2012 Davis Brand Capital 41
42.
Case in Point Kodak’s
auction of intellectual property has yet to produce a sale. But it has had one unlikely result: turning the fiercest rivals in the global patent battle into potential collaborators. In recent days, the rival technology giants and patent-hoarding firms that had mounted competing bids for the portfolio have joined forces, people with knowledge of the negotiations said – a move that could take the patents off the market at a price below what Eastman Kodak Co. had hoped to raise in a competitive auction. The bidding group brings together a raft of strange bedfellows. It includes Apple Inc. and Google Inc., … Source: wsj.com, August 22, 2012 42 Copyright © 2012 Davis Brand Capital
43.
4. Founder brands are
often synonymous with a strong company culture. Copyright © 2012 Davis Brand Capital 43
44.
Founder brand cultures
rise and may fall on the vision and spirit of those who brought them to life. Copyright © 2012 Davis Brand Capital 44
45.
Consider Southwest Airlines’ founder
and chairman emeritus, Herb Kelleher He serves as an adviser and teaches in the company’s learning and development center. Southwest has also created a video archive featuring interviews with Kelleher and the company’s founding employees, “so people won’t lose that connection with the founder.” 45 Copyright © 2012 Davis Brand Capital
46.
But, the intensity
of founder brand cultures can end up creating insular environments and blind deference to the founder’s ideals as well. Copyright © 2012 Davis Brand Capital 46
47.
Consider
News Corporation’s phone hacking scandal It took a grieving mother and the government of the United Kingdom to expose what was likely clear to many on the inside: Murdoch and his children might not be the best choices to run the global media empire he had created. 47 Copyright © 2012 Davis Brand Capital
48.
5. Historically,
founder brands excel at social responsibility and some have even spearheaded new notions. Copyright © 2012 Davis Brand Capital 48
49.
Founder brands are
in a particularly good position to extend the trusted relationships they enjoy with their customers. They can further cement their brand’s future success by institutionalizing the implicit contract they entered with early supporters. Copyright © 2012 Davis Brand Capital 49
50.
Think
Patagonia Under founder Yvon Chouinard’s vision, Patagonia became one of the first B corporations. 50 Copyright © 2012 Davis Brand Capital
51.
Consider
Chipotle Steve Ells redefined fast food and introduced the notion of “food with integrity.” 51 Copyright © 2012 Davis Brand Capital
52.
Think
The Bill & Melinda Gates Foundation While separate from Microsoft, the Foundation reveals the Gates mind at work in familiar ways: finding and deploying solutions to global needs. 52 Copyright © 2012 Davis Brand Capital
53.
Taken together…
Copyright © 2012 Davis Brand Capital 53
54.
Founder brands are
subject to unique opportunities and challenges throughout their lifetime. To manage them for full value, a keen understanding of their particular nature is paramount. Copyright © 2012 Davis Brand Capital 54
55.
For ongoing updates
and perspectives on founder brands, follow: #founderbrands on Twitter #FounderBrands on Unbound Edition Or, request a copy of the white paper: founderbrands@davisbrandcapital.com Copyright © 2012 Davis Brand Capital 55
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