Presentation THoM'STER Class 2015 - Brand Management

1. Antwerp, November 3rd 2015
If you’re not a
BRAND
you’re a commodity

2. Thomster Class on Brand Management – November 3rd 2015
Nice to meet you!
Kris Vansanten
Chief Coach
Valerie Vos
Consultant
Kenneth De
Maeyer
Senior
Consultant
Dirk Blondeel
Senior Manager

3. Thomster Class on Brand Management – November 3rd 2015
1. Introduction 5’
2. THoM’ster class 60’
If you’re not a brand, you’re a commodity
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
Welcome to our 1st THoM’ster class!

4. Thomster Class on Brand Management – November 3rd 2015
The House of Marketing as proud member of
the Quanteus Group

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Mission statement of The House of Marketing

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Our team projects combine a mix of
competences with varying involvement
in function of the
project stage
We work on exciting client projects –
in team or individual placement set-up
Our individual placements are
supported by the THoM organizational
structure
Tailored mix of:
Strategic marketing
Project management
Domain expertise
Consultant support
Core team set-up
YOU
Counselor
&
mentor
All other consultants
Knowledge base of The
House of Marketing

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No two assignments are the same at The House of Marketing
Elise is working as an
Online Content Manager
for a leading automotive brand
Thomas is working as a
Project Leader
for a media company
Lise is working as a
Junior Project Manager
for a FMCG brand
Laetitia is working as a
Cash Management Marketer
for a leading bank
Inge is working as a
Consultant on
brand positioning
for a pharmaceutical provider
Maxime is working as an
Innovation Manager
for a premium chocolate brand
Dennis Peeters is working as a
Digital Project Manager
for a leading bank
Caroline is working as a
MarCom Project Leader
for a human resources company

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3 Master Classes on 3 different marketing topics
Guiding you through the complete customer life cycle
Incl. real life cases from our THoM consultants
THoMers share a passion for marketing, and now it’s time to
share some of it with you

9. Thomster Class on Brand Management – November 3rd 2015
1. Introduction 5’
2. THoM’ster class 60’
If you’re not a brand, you’re a commodity
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
Welcome to our 1st THoM’ster class!

10. Thomster Class on Brand Management – November 3rd 2015
Let’s start with you!

11. Thomster Class on Brand Management – November 3rd 2015
Which brands do you like?

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Some strong brands

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… and why?
customization
Clear presence
recognizable
Focus on a certain
lifestyle
Experience that is
created around the
brand
Became very famous in a
few years
unique
Based on user
insights
consistent
Inspires you to live happier
Tone of voice Answers a need

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Which product is a top product?
Question

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Some strong products...

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… and why?
Practical
Qualitative
Durable
It always meets my
expectations
Strong emotional
connection
Can be found anywhere
Strong
Decent quality &
low price
Innovative technology
Easy to use
Differentiating Beautiful

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What do you think of the following brand campaigns?

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TV

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Radio

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What is a brand?

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A brand is not .....

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... And not .....

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.... And not ....

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A brand is a world of experiences

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Which experiences qualify the brand Carrefour?
Question

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The promotions
The shops
The casiers
The logo
The private labels
The communication:
folders, tv commercials,
emailing, DM...
The parking
The assortment
The
pricing The shoppers
The help desk
The quality of goods
The instore
navigation
The personnel
The
evolution
The claim/promise
The opening hours
Tone of voice
The
loyalty
card
CSR/sustainabilitty policy
The caddies
.............
Nowadays, a brand has an
uncountable number of
“brand drivers”

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A promise between a company and its customers …
… of emotional and functional benefits around
products, services, image
and experience in the large sense
So finally... What IS a brand?

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“The essential
difference
between emotion and
reason
is that emotion leads
to action
while reason leads to
conclusions.”
Donald Calne, Neurologist
How important is emotion for the brand success?
Lovemarks put more focus on the emotional bonds because these create
“loyalty beyond reason”
(Saatchi & Saatchi philosophy)

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Forging an emotional tie with consumers is one of the
strongest ways to protect your brand from copycats

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Building a strong brand with # FACTS

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FACTS is a pragmatic and result driven vision that helps to make the
right choices in a complex marketing environment
FACTS will improve Return on Marketing Investments by focusing on
the right business, aiming for simplicity & relevance
FACTS will make the brand more reactive
and ready to tackle all marketing
challenges & changes
FACTS will generate stronger
innovation that attracts
customers’ attention
FACTS will strengthen Marketing
credibility in the Board by making its
initiatives tangible
FACTS will make business’s performance more
sustainable and so more solid

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Does my brand convey a single & consistent message?

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Are we able to handle 21st century consumers?

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Does our brand challenge the status quo?

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You need a strong business case
to convince your CFO
The revenues, costs and resulting profit
taking a discount factor into account
The break-even point
Best and worst case scenarios
You assumptions
Am I sure the brand will boost your business?

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You also need a passionate story to convince your CEO
CEOs want figures but they also
need to feel it so show them:
Why it is relevant for the consumer
Why you are so passionate about it

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Some cases examples to prove it
New DreamBaby logo:
-New DreamBaby logo has not been approved by Jef and
Frans Colruyt
-Market research was really positive but they don’t feel it!
Launch Mobile Postcard at bpost:
-Business case was really challenged by CFO
-Johny Thijs, CEO of bpost only asked us to convince him to
download the application
Danette launch in Canada:
- R&D and CMO thought something
- Consumer insights brought a clear view on customer
expectations
... Market research recommandation turned into a 20% boost
in the sales in the 1st semester

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Does my brand try to make the world a better place?

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The leader brand’s check list
Does your brand convey a single & consistent message?1
Are you able to handle 21st century consumers?2
Does your brand challenge the status quo?3
Are you sure your brand will boost your business?4
Does your brand try to make the world a better place?5

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The successful FACTS story of Michel & Augustin

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Customer engagement in product
recipe elaboration
Agile, customer engagement, flexibility & speed

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Customer engagement in product
name choice
Agile, customer engagement, flexibility & speed

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Agility is also detecting trends...
... And adapting them to the customers needs

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Recruitment

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Ads

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43% growth
40M€ turnover
Strong ambition:
“Triple the business through innovation
& quality”

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Brand Management

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The fundamentals of branding
knowledge equity

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Framework for brand management
Analyze branding opportunities
Could the brand make a useful,
unique and credible promise?
Analyze the 4 C’s: customers,
competitors, company &
collaborators
Choose the brand positioning
No promise, no brand
Functional promise
Emotional promise
Design the brand identity
That delivers the brand promise
Create the identity via brand
elements & marketing drivers
Monitor brand knowledge
Sources of brand equity
Brand awareness
Brand image
Brand evaluation
Measure brand equity
Incremental impact of the brand
Overall brand evaluation
Conjoint analysis
Brand valuation analysis
Manage brand equity
Adapt identity to stay relevant
Against generics & private label
Over time & space
Across categories
Across linked brands
1
2
3
4
5
6

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Proposition
Functional benefits
Emotional aspirations
Clear insight in:
Customer Insights
Trends
Clear insight in:
Is it relevant?
Is it unique?
Is it sustainable?
Is it credible?
Is it feasible?
Core Competencies
Clear insight in:
Creating a strong brand is an intense process with tough
criteria

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The positioning will be described in terms of a statement:
• WHAT the brand does
• For WHO
• HOW (in which way,
specific matter),
• BENEFITS for the
customer
x is the most customer driven and expert retail chain
for homebaking and garden & animal care
For all hobbyits (30+) in garden, animal an/or
homebaking
Starting from its expertise and customer insights x
offers proactively sustainable and trustworthy solutions.
Passioned by their expertise x’s people assist the
customers with advise and expert help
X guarantees its customers certainty of results and
more pleasure from their activities
Example of a positioning statement:
POSITIONING STATEMENT

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foundationPositioningUSP
Insights/analysis (Market) Strategy
Customer
Market
Competition
Business
Corporate/brand vision Corporate/brand mission
Segmentation/targeting
Brand essenceBrand Personality Brand values
Positioning Statement:
What the brand does, for who, how (in which way, specific matter), benefits for the customer
(relevant, unique, fit with equity, sustainable)
Discriminator
Reason(s) to believe
Brand identity card

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Brand architecture

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What are the models of cohabitation for brands?
Brand architecture

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The brand architecture is linked to the heritage, the
evolution of the company and the company objectives

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The Brand Architecture Cube: which extensions are
possible?
63
Parent
brand
Vertical extension
Horizontal extension
Relationship
Premium
Cheaper
Similar
Category A Category B Category C
Independent brand
Linked brand (endorsement)
Same brand (sub-branding)

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Line extensions have to fit with the brand’s positioning and USP

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In the beginning, there was … the Dove soap bar
1957

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Years later, the Dove brand has many extensions, all
communicating the Dove USP
…
brandproductExtensions
1 USP
1/4 moisturing cream

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In a House of brands, every brand needs it’s own
positioning and own USP
Volkswagen Group (vertical extensions)

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#notfocused
Focus on hardware? Which category? Or focus on content?
Big loss of MS in televisions, gaming, ....
Recent evolution ... focus on “entertainment”.....

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Conclusion

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Key takeaways
A brand = a promise between a company and its customers
of emotional and functional benefits
around products, services, image and experience in the
large sense
Creating a strong brand is an intense process with tough criteria,
where multiple stakeholders have to be involved.
Always pay attention to the Architecture of the brand !
Do the different products fit within the brand’s positioning?
Do the different brands fit within the house of brands?

71. Thomster Class on Brand Management – November 3rd 2015
1. Introduction 5’
2. THoM’ster class 60’
If you’re not a brand, you’re a commodity
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
Welcome to our 1st THoM’ster class!

72. Thank you for your attention!
(and now it’s time for a drink...)