2. BRAND TALKSHOW AND LUNCHEON
ON BRAND RENEW 2010, WHY AND HOW
HCMC 12 Nov, 2009
prepared by Pham Viet Anh
3. More than 40 brands have been trusting
M th b d h b t ti
us, from fast growing local companies to
well established global brands
Dr.
Dr Thanh Abbott Nescafe (Nestle)
Number 1 Vinamit Magi (Nestle)
Juicy Art Glass Wincare LLC USA
Pepsi Bavapen mobile phone DQ Corp
Romano Boca Glass QD Tek
Enchanteur DKSH KAO
Romano Skinz Expert Prudential finance Poca (snack)
Eversoft Saigon Sunbay Disney (consumer products)
Gervenne Nuti food Pepsi
Hapikids Vinataba (lion king) E-Block
Dr.
Dr men Vinataba corporate strategy Saigon Sunbay
V-Phano Vinataba identity d’casso
New York School Vinataba (Ngoc Tra) Soya bean (THP)
Home made food Vinataba (1000 year Thang Long) Rando
BIM Group Sapphire scooter …
BIM Seafood Gomex noodle
BIM Properties Wonderfarm
8. A simple yet effective tool that show
y
you if change is needed.
g
9. market creation
(tạo dựng)
(t dự )
desiremap
industry/category
now future
industry/category
market relevance
(thích nghi)
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
10. market creation
(tạo dựng)
(t dự )
desiremap
industry/category
now future
industry/category
market relevance
(thích nghi)
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
11. market creation
(tạo dựng)
(t dự )
desiremap
industry/category
now future
industry/category
market relevance
(thích nghi)
Desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
12. market creation
(tạo dựng)
(t dự )
desiremap
industry/category
now future
industry/category
market relevance
(thích nghi)
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
13. market creation
(tạo dựng)
(t dự )
desiremap
industry/category
differentiation
vision
mission
value
long term goals
now future
industry/category
market relevance
(thích nghi)
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
14. most changes failed happen when
business strategy was not began
with market insight
most changes failed happen when
t h f il d h h
design doesn’t meet strategy
and they failed because they don’t
y y
know when and what to change and
whom the change for
18. INSIGHT “SICK OF ENONOMY MELTDOWN, TIRED OF
ESTABLISHED OLD RULES”
IDEA/OPPORTUNITY Free American people from the old
establishment’s rules
BRAND OBAMA
DIFFERENTIATORS Different skin color.
(and it sure helps to be the most attractive
male human being ever in the Whitehouse)
CLAIM/SLOGAN Change
Ch
Simple program. Fits on a beer coaster.
Famous for ever.
20. imagemap
identity
integrated marketing Communication
people, services
Product
….
brand idea customer’s
desired image perceived image
connectivity
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
21. imagemap
right strategy and fail execution
g gy
disconnected
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
22. imagemap
wrong strategy and fail execution
(unintentional successes)
disconnected
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
24. building a brand image is like learning
how to draw the chicken
step by step with patient. and once you
got the right image, maintain it constantly
with wise marketing activities.
1. 2. 3
26. Changing brand image is not only about changing the new look
of logo and the brand identity… it should b started with the
fl d h b d id i i h ld be d ih h
brand idea behind the change, the goal and new mission.
Successful marketing innovated-products also help changing the
whole corporate image.
image
Form follow functions
Product that transform business
27. what we see is not strategy, it’s
the expression of the strategy
we commit to.
Say it. Prove it.
“context”
“ t t”
Brand Customer
“content”
content
29. “change to lead”
used to be market leader of Chip manufacturer
before the market is commoditized.
Now maintain its market leader position in
microprocessor manufacturer
leading by product innovation, constantly.
technology and branding
30. Invented portable music player but failed to IPOD
340 millions unit sold in short time
name in Oxford English dictionary
33. The brand idea customer
“Adding vitality to life” Connectivity
(value, personality)
desiremap and imagemap are too simple yet effective tools
copyrighted by Left Brain Connectors. All right reserved.
34. “… Unilever’s new
identity is an expression
of vitality which is at the
heart of everything they
do – their brands, people
and values.
The brand idea: “adding vitality to life”
35. “ … DIRT IS GOOD is
successful campaign that not
only refreshing the brand
image its self but also
promoting new “vitality”
values and personalities of the
corporate brand worldwide.
36. “change to fi ”
“ h fit”
From the world famous petroleum corporation
to being the world leader in green energy producer
37. A little b tt G
littl better Gas
beyond petroleum (bp)
38. “… bp be perceived as a green energy
company but to deliver green
green,
environmental friendly solution
worldwide. To make t s vision co e to
o d de. o a e this s o come
life, bp had to be driven internally and
signaled externally. In creating this
vision, John Browne knew you couldn’t
just say green, you have to be green
and also look green
green.
41. “change from failures”
used to be famous in film category
Kodak invented digital photography in 1976
failed to Sony, Olympus, Canon, etc … negative film industry
replaced by digital age
what’s next?
43. A simple yet caring CRM also help
refresh the brand image -Mercedes
Benz to kinder garden
g
44. change of ourselves
change of the trend
change of competition
change of market
change of policies
change of technology
change of vision
c a ge o peop e
change of people
change of business strategy
change of everything
….
45. how to know there are changes ?
you
competitor
expert
46. when change, think of two things
1. Brand idea that
transform business
2. Product idea that
transform business
