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The evolution of brand wealth…
Brands have come of age in the 21 st  century ,[object Object],[object Object],[object Object],[object Object]
What is the definition of a brand? ,[object Object],[object Object],[object Object]
Brands are defined by individual as well as the collective consciousness ,[object Object],[object Object]
In the developed world brands have less appeal than in emerging economies ,[object Object],[object Object],[object Object],[object Object]
Brands: the new imperialism for some? ,[object Object],[object Object]
Even if the validity of brands are questioned by some, it remains the store of wealth for most corporations ,[object Object],[object Object],[object Object]
The benefits of brands for companies  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
The components making-up a brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Despite all these developments, the “brand dialogue” in business needs to be increased: how can business leverage brands better? ,[object Object],[object Object],[object Object],[object Object]
Just some of the changes in the brand environment… The brand The emancipation of the individual The internet The growth of emerging economies The acceleration of technology The new retail space The pace of change The brand strategy, name, identity, positioning and external communica-tions. The alignment of staff and other resources.
1. The changing face of media: the internet and mobile telephony
The internet has fundamentally changed the world ,[object Object],[object Object],[object Object],[object Object]
The internet (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile telephony ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The media landscape itself is changing Are new media simply “conduits”, or potentially more? Is the medium still the message (the brand) (McLuhan)?
2. The growth of emerging economies
Emerging economies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Emerging (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
The “new” New World redefines the imagination!
Brands from the new new world will also increase with their own economic emancipation ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. The new retail space
The new retail space is moving way beyond a place to buy which, in its most generic form, may increasingly be taken over by technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An “experiential” environment forces engagement
It makes us get into the brand
It makes us enter a magical space that does not “sell”
Moving from objects into environmental spaces Armani Swarovski
To urban sculpture = spaces to interact with the brand on an equal footing – where the brand rewards, rather than demands And again: do any of these factors impact brands?
Brands are now also about engaging all the senses ,[object Object],[object Object],[object Object],[object Object]
4. Other factors that also impact brands ,[object Object],[object Object],[object Object],[object Object]
Convergence ,[object Object],[object Object],[object Object],[object Object]
Industry and product convergence factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. The emancipation of the individual
The “power-of-the-individual” ,[object Object],[object Object],[object Object],[object Object],[object Object]
The internet generation is about “me”
Engagement/ interaction & fantasy ,[object Object],[object Object]
Engagement/ interaction & fantasy ,[object Object],[object Object],[object Object],[object Object]
This changes consumers who “listen and do”, to consumers who engage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Yet, are we engaging with this new consumer, in the language they understand?  ,[object Object],[object Object],[object Object]
6. The acceleration of technology
Technology is changing fundamentally – it is changing products, services, media and people interface ,[object Object],[object Object],[object Object]
The role of technology – the fundamental enabler in “mass” societies?  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Products are converging
Technology, space and activities are converging
Super-connectivity is exploding
The era of “omni-present brands” have arrived
Customisation enables “customer-made” brands! ,[object Object],[object Object],[object Object],[object Object],[object Object]
Technology also enables the super customisation of products and services…
When we review all these foregoing factors, what will the impact be on branding? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Brand “integrity” has become increasingly important
What is “inside” now matters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is “inside” matters
In markets like mobile phones and consumer electronics, superior product design determines levels of company profitability
Brand credibility is increasingly important ,[object Object],[object Object],[object Object],[object Object]
2. From product brands to idea (concept) brands
From product brands to idea brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The move is from industry-relevant to concept-relevant ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A given philosophy (i.e. highly attractive and functional design) underlies concept brands – you know an  Apple  product is an  Apple  product, even if the products themselves are in different categories and look different!  ,[object Object],[object Object],[object Object],[object Object]
Apple  demonstrates a unique design philosophy that straddles all they do
Over the last five years,  Apple : ,[object Object],[object Object],[object Object],[object Object],[object Object]
“ The Virgin brand  (philosophy)  is built around an idea — being  the ‘people’s champion”’.  Virgin finds gaps in how  other brands service or  under-service their  customers…and then  jumps in…
Changing from an industry to an idea brand ,[object Object]
Defining a new lifestyle
To lighting Today,  Swarovski  sells an attitude to life!
To conclude with concept brands: today, leading brands lead markets ,[object Object],[object Object],[object Object],[object Object]
3. Brands are created faster than ever before
Brands are now built fast  ,[object Object],[object Object],[object Object],[object Object]
New technology brands attain market salience fast: it is not long before that translates into valuable brand assets
New brands communicate fast! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New brands communicate fast! (cont.) ,[object Object],[object Object],[object Object]
4. A move from differentiated, to iconic brands
What is differentiation? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is iconic?  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Iconography starts with the bottle design of Coca-Cola  = it takes ownership of the category
Over time, we moved from a product focus (a real claim like Coca-Cola “refreshes”) to create brands…
… to lifestyle depictions
… to brand icons becoming the heroes The wave The button The colour red
The brand takes ownership of certain icons… The logo The flavour-burst
In a cluttered world, brand icons create their own distinctive language that can only belong to one brand!
Brand icons are being brought back today as they are seen as very efficient properties for a brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
One of the key challenges for any future brand will be to “own” an element of uniqueness ,[object Object],[object Object],[object Object],[object Object],[object Object]
5. Authenticity: be true to yourself! ,[object Object],[object Object]
In architecture, unique signatures have always been important, like with Frank Gehry
The cultural uniqueness of nations often define their exports ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Even claimed authenticity – if done credibly, works
Fundamentally, authenticity comes from what is inherent in a (company) culture Authentic brands align what the brand is, and what it delivers, with the culture of the company.
Authenticity is: ,[object Object],[object Object],[object Object],[object Object],[object Object]
6. The brand interface changes from a consumer monologue to a dialogue
Dialogue ,[object Object],[object Object],[object Object],[object Object]
A brand like  Shell  gradually adapted its identity over time…and never lost its origins
There has been a major media engagement shift…  surely this means something if a brand wants to lead? Passive media Major growth in active media Intuitive, subconscious, subliminal recognition Engagement is active, participative, challenging
As against Shell,  BP  changed its entire positioning and identity dramatically This added a dynamism to the brand that no other petrochemical brand has! And it increased sales.
And the classic lifestyle depiction adaptations of  Betty Crocker  over the years Logic: Depict the consumer as she is, and she will buy the brand! ,[object Object],[object Object]
We are indeed moving from consistency to ongoing change ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Extending a brand language engages – surely this is more engaging than lifestyle depictions of most brands in this category? The brand we know. Where it is being taken.
How brand language extensions can be managed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
One can differentiate three sets of brand values that can assist extending the brand language Peripheral values: the ever  changing values in society –  these should be changed often Secondary values: the constant category values: a brand must  create its own set of these values, otherwise it is a generic Core values: the key  differentiators of the brand. These do not change, but can be added to
Applied to Coca-Cola The adaptations to music fashions;  design trends  The colour red; the wave;  the flavour-burst  The name; the generic word cola;  the bottle shape; the unique script typeface
So how does that enable brand extensions? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Leadership is about leading change and growing brand relevance ,[object Object],[object Object]
Important gaps in brand development  ,[object Object],[object Object],[object Object],[object Object]
1. The alignment of brand positioning and external brand communications ,[object Object],[object Object],[object Object],[object Object]
The alignment (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The alignment (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The alignment (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The alignment (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Yet, if you consider most advertising within a given category ,[object Object],[object Object],[object Object]
When the advertising for brands in a product category looks the same, consumers cannot discern between them.  Over time this leads to category commoditisation and hence it undermines the very principle of advertising/ brand building.
A brand taking ownership of unique elements creates brand equity and is economical for a brand
2. The alignment between brand positioning and staff delivery ,[object Object],[object Object],[object Object],[object Object],Are their hearts in it?
 
Brand positioning needs to be translated into staff behaviour: making staff behave “on-brand”. This constitutes the following process: Brand strategy Brand positioning Brand delivery/ operations Customer satisfaction & on-brand experience Staff: attitude/ aptitude/ training IT/ databases/  procedures/ management Customer contact points/ infrastructure Raw material inputs/ QS ,[object Object],[object Object],[object Object],[object Object],Brand and company internal communications. ,[object Object],[object Object],[object Object]
Alignment leads to optimising customer opportunity ,[object Object],[object Object],[object Object]
Alignment leads (cont.) ,[object Object],[object Object],[object Object],[object Object]
Clear and shared brand values drive staff delivery ,[object Object],[object Object],[object Object],[object Object]
Starbucks: the “branded-customer-experience”: delivering exactly what consumers expect from the brand
Starbucks delivers an exceptional coffee experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion (cont.) ,[object Object],[object Object]
A last thought: ,[object Object],Do something with your brand that scares you, everyday.

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The Future of Brands

  • 1.  
  • 2. The evolution of brand wealth…
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Just some of the changes in the brand environment… The brand The emancipation of the individual The internet The growth of emerging economies The acceleration of technology The new retail space The pace of change The brand strategy, name, identity, positioning and external communica-tions. The alignment of staff and other resources.
  • 14. 1. The changing face of media: the internet and mobile telephony
  • 15.
  • 16.
  • 17.
  • 18. The media landscape itself is changing Are new media simply “conduits”, or potentially more? Is the medium still the message (the brand) (McLuhan)?
  • 19. 2. The growth of emerging economies
  • 20.
  • 21.
  • 22. The “new” New World redefines the imagination!
  • 23.
  • 24. 3. The new retail space
  • 25.
  • 27. It makes us get into the brand
  • 28. It makes us enter a magical space that does not “sell”
  • 29. Moving from objects into environmental spaces Armani Swarovski
  • 30. To urban sculpture = spaces to interact with the brand on an equal footing – where the brand rewards, rather than demands And again: do any of these factors impact brands?
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. 5. The emancipation of the individual
  • 36.
  • 37. The internet generation is about “me”
  • 38.
  • 39.
  • 40.
  • 41.
  • 42. 6. The acceleration of technology
  • 43.
  • 44.
  • 46. Technology, space and activities are converging
  • 48. The era of “omni-present brands” have arrived
  • 49.
  • 50. Technology also enables the super customisation of products and services…
  • 51.
  • 52. 1. Brand “integrity” has become increasingly important
  • 53.
  • 55. In markets like mobile phones and consumer electronics, superior product design determines levels of company profitability
  • 56.
  • 57. 2. From product brands to idea (concept) brands
  • 58.
  • 59.
  • 60.
  • 61. Apple demonstrates a unique design philosophy that straddles all they do
  • 62.
  • 63. “ The Virgin brand (philosophy) is built around an idea — being the ‘people’s champion”’. Virgin finds gaps in how other brands service or under-service their customers…and then jumps in…
  • 64.
  • 65. Defining a new lifestyle
  • 66. To lighting Today, Swarovski sells an attitude to life!
  • 67.
  • 68. 3. Brands are created faster than ever before
  • 69.
  • 70. New technology brands attain market salience fast: it is not long before that translates into valuable brand assets
  • 71.
  • 72.
  • 73. 4. A move from differentiated, to iconic brands
  • 74.
  • 75.
  • 76. Iconography starts with the bottle design of Coca-Cola = it takes ownership of the category
  • 77. Over time, we moved from a product focus (a real claim like Coca-Cola “refreshes”) to create brands…
  • 78. … to lifestyle depictions
  • 79. … to brand icons becoming the heroes The wave The button The colour red
  • 80. The brand takes ownership of certain icons… The logo The flavour-burst
  • 81. In a cluttered world, brand icons create their own distinctive language that can only belong to one brand!
  • 82.
  • 83.
  • 84.
  • 85. In architecture, unique signatures have always been important, like with Frank Gehry
  • 86.
  • 87. Even claimed authenticity – if done credibly, works
  • 88. Fundamentally, authenticity comes from what is inherent in a (company) culture Authentic brands align what the brand is, and what it delivers, with the culture of the company.
  • 89.
  • 90. 6. The brand interface changes from a consumer monologue to a dialogue
  • 91.
  • 92. A brand like Shell gradually adapted its identity over time…and never lost its origins
  • 93. There has been a major media engagement shift… surely this means something if a brand wants to lead? Passive media Major growth in active media Intuitive, subconscious, subliminal recognition Engagement is active, participative, challenging
  • 94. As against Shell, BP changed its entire positioning and identity dramatically This added a dynamism to the brand that no other petrochemical brand has! And it increased sales.
  • 95.
  • 96.
  • 97. Extending a brand language engages – surely this is more engaging than lifestyle depictions of most brands in this category? The brand we know. Where it is being taken.
  • 98.
  • 99. One can differentiate three sets of brand values that can assist extending the brand language Peripheral values: the ever changing values in society – these should be changed often Secondary values: the constant category values: a brand must create its own set of these values, otherwise it is a generic Core values: the key differentiators of the brand. These do not change, but can be added to
  • 100. Applied to Coca-Cola The adaptations to music fashions; design trends The colour red; the wave; the flavour-burst The name; the generic word cola; the bottle shape; the unique script typeface
  • 101.
  • 102.
  • 103.
  • 104.
  • 105.
  • 106.
  • 107.
  • 108.
  • 109.
  • 110. When the advertising for brands in a product category looks the same, consumers cannot discern between them. Over time this leads to category commoditisation and hence it undermines the very principle of advertising/ brand building.
  • 111. A brand taking ownership of unique elements creates brand equity and is economical for a brand
  • 112.
  • 113.  
  • 114.
  • 115.
  • 116.
  • 117.
  • 118. Starbucks: the “branded-customer-experience”: delivering exactly what consumers expect from the brand
  • 119.
  • 120.
  • 121.
  • 122.