Why lean branding and how?
•
1 gefällt mir•751 views
Under this heading we presented the Leanius approach for a full house Monday December 7, 2015. The venue was Symbion, which meant 23 slides in five minutes. We are very pleased with the result, which we are now sharing with you. And don’t worry. You don’t have to sit through five minutes. You can run through the presentation as quickly as your fingers allow. Got comments or questions? Drop us a line at hello@leanius.com. Cheers, Leanius
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Why lean branding and how?
Ähnlich wie Why lean branding and how? (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Why lean branding and how?
- 1. TUE I. PAARUP LEANIUS - LEAN BRANDING PRESENTS AN IGNITE EXPERIENCE
- 2. A lean brand is a powerful brand
- 3. Jesper H. Pedersen Oliver Holm Tue I. Paarup WE BUILD PERFECT BRANDS Creative director and concept developer. Jesper transforms ideas and thoughts into strong visuals. Jesper is proof that a picture can indeed be worth a thousand words. Director of copy and process engineer. An experienced wordsmith, Oliver makes complex messages easy to understand and turns brand values into unique selling points. Account director and strategist. Tue ensures that our solutions plug perfectly into the needs of our clients: stronger brands, bigger market shares, increased sales. www.leanius.com
- 4. 11% 11% 42% 41% 38% 37% 8% 9% 35% 33%• Because consumers are loyal to ideas and visions - not features and product specs. • Because a strong brand drives the bottom line. Colgate Crest Sensodyne Otherbrands 2014 2013 Aquafresh WHY BRANDING? Preferred toothpastes in the US
- 5. BRANDING IS THE “UNFAIR COMPETITIVE ADVANTAGE” Companies with a strong brand are: • Less price sensitive • Harder to imitate • More relevant and personal • More attractive for both customers, suppliers, employees, and investors www.leanius.com
- 6. When Li Ning entered the market for sportswear it wasn’t the competitors’ technology it copied. It was their brands. www.leanius.com
- 7. BRANDING IS A CONTRACT In return for customer loyalty the company promises to: • Behave in a certain way • Communicate in a certain way • Adhere to certain values • Help customers define and express themselves in a certain way www.leanius.com
- 8. The biggest brands of 2015 according to Interbrand. None of these brands possess a technology, which you won’t also find in the hands of their competitors. The difference is in the brand. www.leanius.com
- 9. Many companies focus solely on either their own needs or those of the market. They forget that messages are interpreted very differently depending on who the sender is and who the recipient is. The devil is in the detail. Or is it the hero? WHO’S THE HERO? www.leanius.com
- 10. One illustration. Two ways to interpret it. What message are you sending your customers? www.leanius.com
- 11. Who: global pharma powerplayer AbbVie What: increased corporate responsibility and a stronger brand How: 13 values for corporate responsibility Where: globally (values accessible on www.abbvie.com) CASE: THE 13 VALUES Patient support Capacity building Innovative research Medical education Ethical culture Responsible research Quality & safety Healthy enviroment Sustainable supply chain Great employer Transformative education Engaged employees Stakeholder engagement www.leanius.com
- 12. VISIBILITY Patient support Capacity building Innovative research Medical education Ethical culture Responsible research Quality & safety Healthy enviroment Sustainable supply chain Great employer Transformative education Engaged employees Stakeholder engagement We asked key stakeholders in Denmark: which of the 13 values are visible in your work? www.leanius.com
- 13. IMPORTANCE Patient support Capacity building Innovative research Medical education Ethical culture Responsible research Quality & safety Healthy enviroment Sustainable supply chain Great employer Transformative education Engaged employees Stakeholder engagement Then we asked same stakeholders: which of the 13 values are important to you? www.leanius.com
- 14. VALUES REFLECTED IN COMPANY CULTURE Patient support Capacity building Innovative research Medical education Ethical culture Responsible research Quality & safety Healthy enviroment Sustainable supply chain Great employer Transformative education Engaged employees Stakeholder engagement Finally we zoomed in on AbbVie and asked: which of the 13 values are truly reflected in the company culture? www.leanius.com
- 15. ONLY THAT WHICH IS IMPORTANT IS IMPORTANT IMPROVEHEALTH O UTCOMES CONTRIBUT E TO COMMUNITIES OPERATE RESPONSIBLY IMPROVEHEALTH O UTCOMES CONTRIBUT E TO COMMUNITIES OPERATE RESPONSIBLY IMPROVEHEALTH O UTCOMES CONTRIBUT E TO COMMUNITIES OPERATE RESPONSIBLY • Push the values your organization subscribe to and that the market demands. • Build the values the market requests but you don’t yet possess. • Discard the values that neither represent your organization nor are demanded by the market. www.leanius.com
- 16. THE HERO IS IN THE INTERSECTION Actual identity Desired image Market wants and needs www.leanius.com
- 17. We build agile, lean brands THE SOLUTION IS LEANIUS Core values Intangible assets Tangible assets www.leanius.com
- 18. We involve the entire value chain by matching company identity and brand aspirations with the wants and needs of the market. The result is a brand that looks the same both within and outside the company walls. THE SOLUTION IS LEANIUS Company Market www.leanius.com
- 19. Brand values Market wants and needs KEEP IT LEAN Overperform Underperform KEEP IT LEAN www.leanius.com
- 20. • A brand that’s lean and agile • A brand that’s optimized • A brand that’s sellable OUR PROMISE www.leanius.com
- 21. IT ALL BEGINS WITH A CUP OF COFFEE Cafeteria Southern atrium Main entrance Come visit us at Symbion www.leanius.com
- 22. www.leanius.com