BUILDING BRANDS IN A WORLD WHERE COMMUNICATION WON'T DO IT.
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An introduction to brands and branding in a world where differentiation requires more than communication.
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BUILDING BRANDS IN A WORLD WHERE COMMUNICATION WON'T DO IT.
- 1. BRANDS AND BRANDING Tobias Dahlberg | Wonder Helsinki Lecture 25.5.2012
- 2. WE CREATE BRANDS THAT TRANSFORM BUSINESS www.wonderhelsinki.com
- 3. What we offer OPPORTUNITY WE BELIEVE THAT STRATEGY THE BRAND IS THE MOST IMPORTANT MEASURE INNOVATION OF BUSINESS SUCCESS BRAND EXPRESSION Financials are for keeping score, the brand is the game itself.
- 4. WHAT IS A BRAND?
- 13. DO TH EY C OU NT RY WHI CH OM ? CO ME FR
- 14. BR AI NI SA TH E CH AN ISM. NG M E RG AN IZI SELF-O encounters. ever ything it e andl abel reco gniz It tri es to
- 15. AL FILE. SA MENT A BR AN DI ECO GN IZE IREDT OR RE HA R D-W RT- CU TS. RB R AIN SA AKE SHO O U S AN DT OM PATTE RN ning. e s each mor o ur sho e lac get pa s t tying ba bly co uldn’t en’t, we pro If they wer T H E W O N D E R I N N O VAT I O N W O R K S H O P
- 16. A BRAND IS A GUT FEELING ABOUT A COMPANY, PRODUCT OR SERVICE. Marty Neumeier
- 17. SR EA LI TY PTI ON I PERC E UT SEEING THE WHOL E PIC TURE H INGS WITHO NS JUDGE T O UR BR AI KN OW THAT? WE R EALLY ? HOW DO T HE SA FEST VO LVO CARS ARE
- 18. O FVAL UE RC EP TI ON D IS A PE A BR AN
- 19. PR O DU CT RBEYO ND E GO ES FA VALU Some people pay 500 euros for swimsuits that aren’t even made for swimming.
- 20. Our Value Menu *** Functional value What it does Emotional value IT’S NOT THE PRODUCT, IT’S How it makes you feel THE TOTAL VALUE CONCEPT. Symbolic value What it says about you Social value The greater benefit ***
- 21. WHY ARE BRANDS SO IMPORTANT?
- 22. P ET ITI ON TO C OM ILS DOWN IT ALL BO ER ENTI ATION A BOUT DIFF ULTIMATELY ETITI O N IS CO MP
- 23. TR ATEGY IO NA SS FER EN T IAT to be different in its DIF here by the the fi rm seeks ers value” M. P orter strategy w hat cu stom tiatio n is a ensions t “dif feren g som e dim ustr y a lo n ind WONDER INNOVATION
- 24. Exercise: THE BRAND BENEFITS MAP VALUABLE YOU WANT THIS STUFF DIFFERENT WONDER HELSINKI
- 25. ET TE R, ETOB EB CO MP ET EN T! DON ’T EDIFF ER ET ETOB CO MP WONDER INNOVATION
- 26. Exercise: THE ONLINESS STATEMENT OUR BRAND IS THE ONLY ___________THAT _____________ category benefit WONDER HELSINKI
- 27. TH EDAY B AC K IN DIFFERENTATION Safety Sportiness Durability 80 60 40 20 0 VOLVO AUDI WONDER BRAND I WONDER DESIGN I WONDER CREATIVE I WONDER PRODUCTION
- 28. TO DA Y? DIFFERENTIATION Safety Sportiness Durability 80 60 40 20 0 VOLVO AUDI WONDER BRAND I WONDER DESIGN I WONDER CREATIVE I WONDER PRODUCTION
- 29. DM EA NS G A BR AN LU E. CR EATIN RI NG VA DD EL IVE TI NG AN CR EA THE COFFEE BEAN - A COMMODITY WONDER INNOVATION
- 30. WHICH ONE IS MORE VALUABLE? THE COFFEE BEAN AS BRAND. WONDER INNOVATION
- 31. ILLY IS 14 TIMES MORE EXPENSIVE, ON THE SAME SUPERMARKET SHELF WONDER INNOVATION
- 32. THE PRODUCT BEAN... EI NT HE REAL VALU I ST HE “Like a fine champagne house, illycaffè believes in producing a single, unique, perfect blend of coffee for both brewed and espresso preparation. A single blend means that illy can always be counted upon to have the same consistent taste, cup after cup, year after year.” WONDER HELSINKI | BRAND WORKSHOPS
- 33. THE PACKAGING EAL VAL UE C REATESR BRA NDING Coffee cans as pieces of interior design
- 34. RETAIL Illy Bars & Cafés Illy Ar t Gallery Illy Ar t Collection Retail as fashion boutiques WONDER HELSINKI | BRAND WORKSHOPS
- 35. DESIGN MERCHANDIZE Unique limited edition cups & design competitions keep Illy in the press. WONDER HELSINKI | BRAND WORKSHOPS
- 38. EBRANDIDEA TH TEGIC POSITION. . ALSO YOUR STRA HIND THE BRAND TIATING IDEA BE THE DIFFEREN CO N S U LT I N G | I N N OVAT I O N | D E S I G N | CO M M U N I C AT I O N
- 46. FISKARS TVC “La performance a main” https://vimeo.com/33398996
- 47. S. BRANDING BRAND V WE ARE NOT ABOUT EYE SURGERY WE ARE NOT ABOUT SPECTACLES WE ARE ABOUT WELLNESS CO N S U LT I N G | I N N OVAT I O N | D E S I G N | CO M M U N I C AT I O N
- 54. REXECUTION. STRATEGY. POO NICE Brands are built from the inside out. Will your client be able to execute on your brand strategy and expressions without you?
- 55. BER TH IS. R EM EM ion. tand your vis er unders and who wil l nev can und erst ill b e cli ents t one they There w ter f utur e, bu em a bet cute on. Sho w th and exe WONDER HELSINKI
- 56. BUILDING BRANDS IN TODAY’S WORLD
- 57. EP TIO NAL ES OF EXC NG IN TIM WI T... ARE L IVI YOU KNO WE GE. DO N’T CH AN ESOUR CES... SIS. NAT URAL R INANC IAL CRI P OPULATION. F VALUES. AGING A PITALI SM. NEW NEW C
- 58. YEARS! NIN TEN 300 BI LLIO LUE OF TOTAL VA Source: BrandZ Top 100 / 2012
- 59. DAP TT OA EAR NT OA IES M U ST L GW OR LD C OM PAN HAN GIN TAN TL YC CO NS “KODAK LOST ITS MOMENT” R . I . P. 1 8 8 0 -2 0 1 1 WONDER INNOVATION
- 60. AR ET HE GO NE WE RE BR AN DS YS WH EN .Y ET D A ER TIS I NG L TB Y A DV RY TO B UI EN CI E ST MO ST AG OU GH S TI LL NC ET HR D IF FE RE OD EL C RE ATE .T HI SM ICA TI ON C OM M UN IEN T... TS UF FIC IS NO WONDER INNOVATION
- 61. RTI SI N G. EW AD VE IS TH EN D ES IGN RTI SI N G. EW ADVE IS TH EN OVAT ION I NN WONDER INNOVATION
- 62. NT AG E= IVE AD VA OM PETIT UR E. C AT EC U LT CO RP OR mpa nies vest in co eason to in ity to the o nly r their abil of p r ofit, ovate and onlys o urce bility to inn elt, GE “The e is th eir a ate” Jeffer y Imm in the futur differenti WONDER INNOVATION
- 63. TI NT HE ALUE IS NO TH EV IT SELF P RO DUCT DY VALU ES IT ESS IF N OBO WORTHL MOND IS A DIA WONDER INNOVATION
- 64. WH AT YOUR AKE IS NOT HAT YO UM BU YS. W TOM ER CUS Y BUY A HOLE. A DRIL L. THE DON ’T BUY P EOPLE WONDER INNOVATION
- 65. CO NC EPT BROAD VAL UE IS A DRINKING FARMING PREPARING LOGISTICS VA LUE ECO SYSTEM SERVING,REAL.LIFE MANUFACTURING EN TIAT ION. D DI FER FSERVING,ONLINE BRANDING+PACKAGINGVALUE AN LY FOR NEW SELLING L OOK B ROAD COPYRIGHT WONDER HELSINKI 2012
- 66. EB EYO ND EW VA LU OVAT EN CT INN RO DU TH EP BOUGHT. VERY PAIR TY F OR E ES TO C HARI PAIR O F SHO TO MS G IVES A
- 67. HO DS CAN TIO NM ET PR ODUC ING O LD EW VALUE REV IV VIDEN P RO WONDER HELSINKI
- 68. P UR PO SE STRO NG A NDSN EED BR ing m oney eyo nd mak n yo u ex ist b is the reaso P urp ose
- 69. HOW ONE COMPANY USES THEIR PURPOSE TO DIFFERENTIATE IN A MEANINGFUL WAY http://www.youtube.com/watch?v=aMfSGt6rHos
- 72. M EA NI NG VALUES& DS NEED BR AN
- 74. GIV EBACK GH T AND UL DDELI NDS SHO BRA COKE HAPPIFY How do you thank customers for 125 years of loyalty? http://www.youtube.com/watch?v=tjCCCXC57Lk
- 75. Our Value Menu *** Functional value What it does e.g. energizing me Emotional value AU NIQ UE How it makes you feel CREATE e.g. Nostalgia LU EM IX. Symbolic value hat it says about you VA W e.g. “I am creative” Social value The greater benefit e.g. Bringing people closer *** WONDER INNOVATION
- 76. UDELIV ER? CE DO YO PER IEN MER EX OF CUSTO WH AT K IND or custo mer a superi y deliver s bel iev e the rs ag ree. of C EO’ cust ome Up to 80% rien ce. 8 % of expe
- 77. T HE INSIDE UILT FR OM DS AR EB BR AN CO N S U LT I N G | I N N OVAT I O N | D E S I G N | CO M M U N I C AT I O N
- 79. EED FO CUS BR ANDSN Sports or SUV brand?
- 80. WHAT MAKES A STRONG BRAND?
- 81. 1 DIFFERENCE
- 82. Something different than the norm.
- 83. 2 RELEVANCE
- 84. Something just for you.
- 85. 3 DESIRE
- 86. The love factor. Not always something you need.
- 87. 4 FAME
- 88. You cannot have fans unless you have fame.
- 89. HOW TO PLAN FOR BRAND SUCCESS
- 90. BRAND STRATEGY Your brand strategy is your plan for establishing valued differentiation in the minds of selected audiences.
- 91. TOA BR AND WO SIDES ERE AR ET TH HOW WE SEE IT HOW THEY SEE IT WONDER HELSINKI
- 92. KEY CONCEPTS OF BRAND STRATEGY BRANDING OPPORTUNITY .. CUSTOMER VISION SEGMENT .. .. BRAND IDEA CUSTOMER .. MOTIVATIONS IDENTITY .. BRAND PROMISE WONDER HELSINKI
- 93. R SU CC ESS ECEIPE FO AR CREATE UNIQUE VALUE PROMISES. DESIGN NEW VALUE DELIVER ON PROMISES BY INTERGRATING BY DOING THINGS INTERNAL FUNCTIONS. DIFFERENTLY. EXPLORE FOR NEW VALUE CREATION OPPORTUNITIES. WONDER HELSINKI
- 94. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY BRANDING BRAND EXPERIENCE OPPORTUNITY STRATEGY EXECUTION BRAND EXPRESSIONS AND CONTENT DEFINING AND UNDERSTANDING YOUR CUSTOMERS COMPANY BRAND VISION KEY ACTIVITIES PRODUCTS / SERVICES CUSTOMER SEGMENTS CUSTOMER MOTIVATORS ENVIRONMENTS CUSTOMER BRAND IDEA BRAND PROMISE COMMUNICATION COMPETITION BRAND IDENTITY KEY RESOURCES BEHAVIOR Your plan for establishing relevant differentiation The things you do and say to delight customers Exploring and defining your most important customers and in the minds of customers. and establish your brand.. what drives their behavior. Copyright Wonder Group 2012
- 95. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION BRAND KEY COMPANY VISION ACTIVITIES STEP NR 1. WHAT IS THE OPPORTUNITY? BRAND BRAND CUSTOMER PROMISE IDEA LOOK FOR FACTS, TRENDS AND INSIGHTS FOR EACH AREA. TURN INSIGHTS INTO OPPORTUNITIES. BRAND KEY COMPETITION IDENTITY RESOURCES Your plan for establishing relevant differentiation in the minds of customers. Copyright Wonder Group 2012
- 96. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION STEP NR 2. BRAND KEY COMPANY ACTIVITIES WHAT IS YOUR VISION? VISION BRAND WHAT IS YOUR CORE CUSTOMER BRAND IDEA PROMISE DIFFERENTIATING IDEA? BRAND KEY COMPETITION RESOURCES WHAT IS YOUR IDENTITY? IDENTITY VALUES | PERSONALITY | TONE Your plan for establishing relevant differentiation in the minds of customers. Copyright Wonder Group 2012
- 97. THE WONDER BRAND FRAMEWORK TM BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION STEP NR 3. BRAND KEY COMPANY VISION ACTIVITIES WHAT TOTAL VALUE DO YOU OFFER? WHAT MUST YOU DO TO DELIVER? CUSTOMER BRAND BRAND PROMISE IDEA CONSIDER YOUR STRATEGIC FIT BRAND KEY COMPETITION IDENTITY RESOURCES Your plan for establishing relevant differentiation in the minds of customers. Copyright Wonder Group 2012
- 98. STRATEGY RK: BRAND GROUP WO PIZZERIA ZORBAS COPYRIGHT 2011 WONDER GROUP OY
- 99. HI BRAND CONSULTANTS! My name is Adonis. I am the owner of Zorbas. My business has been in decline for years. The competition is hard, the margins are low and we have very few customers. I don’t know what I should do. But guess what !!?? I won 2 million dollars in the lottery last month. Now I would like to expand my business with all my money. Please help me figure out how to make my business a success. Let me show you around...
- 100. BRANDING BRAND EXPRESSIONS AND CONTENT PRODUCTS / SERVICES ENVIRONMENTS COMMUNICATION BEHAVIOR The things you do and say to delight customers and establish your brand..
- 101. ENVIRONMENTS Air conditioning This is the bar Fun games & snack area Sports tv Party time Also for children
- 102. COMMUNICATION You like? WE ARE IN SOCIAL MEDIA TOO!
- 103. WE HAVE FRIENDS WHO LIKE US!
- 104. PRODUCTS HAPPY HOUR - EVERY HOUR / 2 BUCKS FOR A BEER PIZZA HAMBURGER GREEK KEBAB HAMBURGER FALAFEL YOU NAME IT...
- 105. THE BRIEF Create a brand strategy for Zorbas to help him differentiate and grow his business. Work in groups for 20 mins. Prepare to present your strategy to the group (max 5 mins).
- 106. ANY QUESTIONS? GOOD LUCK !
- 107. BRAND STRATEGY OPPORTUNITY STRATEGY EXECUTION BRAND KEY COMPANY VISION ACTIVITIES BRAND BRAND CUSTOMER PROMISE IDEA BRAND KEY COMPETITION IDENTITY RESOURCES Your plan for establishing relevant differentiation in the minds of customers.
- 108. CHECK LIST: 1. Discover insights - turn them into opportunities and vision. 2. Find a unique idea for your brand / it is your position. 3. Design your identity to strenghten the idea - give the brand some personality. 4. Think of what value you are offering, and what it takes to deliver this value. WONDER HELSINKI