brand building - when marketing communication won't suffice
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SUOMEN MARKKINTOINILIITTO 18.9.2012
BUILDING A STRONG BRAND IN A WORLD WHERE MARKETING
COMMUNICATIONS WON’T SUFFICE
BY TOBIAS DAHLBERG
COPYRIGHT © 2012 WONDER GROUP WONDER MANIFESTO 2012 - PAG 12/50
WHY SHOULD THEY CHOOSE YOU INSTEAD OF YOUR COMPETITION?Brand ConsultingInsight & Opportunity identificationBrand StrategyStrategy implementation
InnovationProduct & Service innovationConcept design
BrandingBrand DesignBrand CommunicationsInternal branding & events
CLIENTS
AltiaFiskarsPwCSkannoCoca-ColaMandatum LifeAmer Sports...
WHAT IS A BRAND?
COPYRIGHT © 2012 WONDER GROUP
“A BRAND IS A GUT
FEELING
ABOUT A COMPANY,
PRODUCT OR SERVICE.”Marty Neumeier
COPYRIGHT © 2012 WONDER GROUP
A BRAND IS NOT JUST AN
IMAGE LAYER OR SOME
ADDED VALUE.
IT’S A PERSONS WHOLE PERCEPTION AND
EXPERIENCE.
WHY ARE BRANDS SO IMPORTANT?
W O N D E R H E L S I N K I
...THAT GUT FEELING IS
WHAT WILL MAKE OR
BREAK YOUR BUSINESS!
IT’S THE MOST IMPORTANT BUSINESS METRIC
WONDER INNOVATION
“KODAK LOST ITS MOMENT”
R . I . P.
1 8 8 0 - 2 0 1 1
COMPANIES MUST LEARN TO ADAPT TO A
CONSTANTLY CHANGING WORLD
Source: BrandZ Top 100 / 2012
TOTAL VALUE OF 300 BILLION IN TEN YEARS!
IT ALL BOILS DOWN TO COMPETITION
WHY SHOULD THEY CHOOSE YOU INSTEAD OF YOUR COMPETITION?
COMPETITION IS NOT A NEW THING
ONLY THE MEANS OF COMPETITION KEEP CHANGING
TODAY, THE BARRIER TO COMPETITION IS THE HEAD OF YOUR CUSTOMER.
BRANDS ARE ABOUT DIFFERENTIATION.
HOW DO BRANDS WORK?
WONDER HELSINKI
WHAT IS THE PRICE DIFFERENCE?
WONDER HELSINKI
ILLY IS 14 TIMES
MORE EXPENSIVE (= VALUABLE)
...ON THE SAME SUPERMARKET SHELF
WONDER HELSINKI
BRANDS STAND FOR SOMETHING
THIS SOMETHING IS SOMETHING OF VALUE TO SOMEONE
WHICH COUNTRY DO THEY
COME FROM?
It tries to recognize and label everything it encounters.
THE BRAIN IS A
SELF-ORGANIZING MECHANISM.
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
OUR BRAINS ARE HARD-WIRED TO RECOGNIZE
PATTERNS AND TO MAKE SHORT-CUTS.
If they weren’t, we probably couldn’t get past tying our shoe laces each morning.
A BRAND IS A MENTAL FILE.
PERCEPTION IS REALITY
ARE VOLVO CARS THE SAFEST? HOW DO WE REALLY KNOW THAT?
OUR BRAINS JUDGE THINGS WITHOUT SEEING THE WHOLE PICTURE
What is Porsche?SPORT OR SUV?
BRANDS NEED FOCUS
MARKETING
IS A BATTLE OF PERCEPTION
IT’S NOT A BATTLE OF PRODUCTS, NOR FEATURES
...UNFORTUNATELY, THIS IS
WHERE WE ARE FAILING.
BRANDS ARE ABOUT PROMISE AND DELIVERY
WHERE HAS BRAND BUILDING GONE WRONG?
WONDER INNOVATION
DIFFERENTIATION - M. Porter
“differentiation is a strategy whereby the the firm
seeks to be different
in its industry along some dimensions that customers
value”
THIS STRATEGY IS NOT SUSTAINABLE,
(FOOD MADE BY MOTHERS SHOULD NOT BE INDUSTRIALLY PROCESSED)
NOR DOES IT CONTAIN A COMPETITIVE BARRIER
(DON’T THE COMPETITORS EMPLOY MOTHERS TOO?)
WONDER INNOVATION
BRANDS ARE
NOT BUILT THROUGH
COMMUNICATIONS
(ANYMORE)
SO, HOW ARE THEY BUILT THEN?
DON’T JUST SAY YOU ARE DIFFERENT.
BE DIFFERENT!
DIFFERENTIATE YOUR BUSINESS,
NOT JUST YOUR COMMUNICATION!
WONDER BRAND I WONDER DESIGN I WONDER CREATIVE I WONDER PRODUCTION
0
20
40
60
80
VOLVO AUDI
DIFFERENTATION
Safety Sportiness DurabilityBACK IN THE DAY
WONDER BRAND I WONDER DESIGN I WONDER CREATIVE I WONDER PRODUCTION
0
20
40
60
80
VOLVO AUDI
DIFFERENTIATION
Safety Sportiness Durability
TODAY ?
WONDER INNOVATION
DESIGN IS THE NEW ADVERTISING.
INNOVATION IS THE NEW ADVERTISING.
WONDER HELSINKI
BRANDS ARE ULTIMATELY ABOUT
VALUE.MOVE YOUR FOCUS FROM COMMUNICATION TO INNOVATION
INNOVATE NEW VALUE
BEYOND THE PRODUCT
TOMS GIVES A PAIR OF SHOES TO CHARITY FOR EVERY PAIR BOUGHT.
VALUE IS NOT THE SAME AS FUNCTIONALITY
Some people pay 500 euros for swimsuits that aren’t even made for swimming.
MISSONI
WONDER HELSINKI
THE VALUE IS NOT IN THE PRODUCT ITSELF
A DIAMOND IS WORTHLESS IF NOBODY VALUES IT
WONDER INNOVATION
WHAT YOU MAKE IS NOT WHAT YOUR
CUSTOMER BUYS.
PEOPLE DON’T BUY A DRILL. THEY BUY A HOLE.
PREPARINGDRINKING
SERVING,REAL.LIFE
SERVING,ONLINE
MANUFACTURING
SELLINGBRANDING+PACKAGING
LOGISTICS
FARMING
VALUEECOSYSTEM
SEARCH BROADLY FOR NEW VALUE
COPYRIGHT WONDER HELSINKI 2012
The Value Menu***
Functional valueWhat it does
e.g. energizing me
Emotional valueHow it makes you feel
e.g. Nostalgia
Symbolic valueWhat it says about you
e.g. “I am creative”
Social valueThe greater benefit
e.g. Bringing people closer
***
CREATE A
UNIQUE VALUE
MIX.
WONDER INNOVATION
“The only source of profit, the only reason to invest in companies
in the future is their ability to innovate and their ability to
differentiate” Jeffery Immelt, GE
COMPETITIVE ADVANTAGE =
CORPORATE CULTURE.
WONDER HELSINKI
THE FOUR MOST IMPORTANT
THINGS TO REMEMBER
WHAT ALL GREAT BRANDS HAVE IN COMMON
1DIFFERENCE
WONDER HELSINKI
Exercise: THE BRAND BENEFITS MAP
VALUABLE
DIFFERENT
THIS STUFF MAKES YOU UNIQUE!THIS STUFF IS IMPORTANT
THIS STUFF WILL DESTROY YOU THIS STUFF DILUTES YOUR BRAND
WONDER HELSINKI
Exercise: THE ONLINESS STATEMENT
OUR BRAND IS THE ONLY ___________THAT _____________category benefit
Something different than the norm.
2RELEVANCE
Something just for you.
3 DESIRE
The love factor. Not always something you need.
4 FAME
You cannot have fans if you’re not famous.
HOW TO PLAN FOR BRAND SUCCESS
brand strategy made simple
BRAND STRATEGY CANVAS TM
W O N D E R H E L S I N K I
HOW WE SEE IT
HOW THEY SEE IT
THERE ARE TWO SIDES TO A BRAND
W O N D E R H E L S I N K I
COMPANY CUSTOMER
W O N D E R H E L S I N K I
COMPANY CUSTOMERMARKET
BRAND STRATEGY CANVAS™
COMPANY MARKET CUSTOMERS
BRAND IDEA
POSITION
IDENTITY
OPPORTUNITY
KEY ACTIVITIES
PROMISE
KEY RESOURCES
PRODUCTS & SERVICES
ENVIRONMENTS & CHANNELS
PEOPLE & BEHAVIOUR
CUSTOMER PROFILE CUSTOMER MOTIVATORS
CLIENT PROJECT DATE
COMMUNICATIONS
OPPORTUNITYOPPORTUNITY
THIS IS YOUR ASPIRATION
THIS IS YOUR REALITY
THIS IS WHEREYOU MAKEIT HAPPEN
COMPANY MARKET CUSTOMER
THIS IS THE OPPORTUNITY
BRAND STRATEGY CANVAS™
COMPANY MARKET CUSTOMERS
BRAND IDEA
© 2009-2012 WONDER GROUP OY / WONDERHELSINKI.COM
POSITION
IDENTITY
OPPORTUNITY
KEY ACTIVITIES
PROMISE
KEY RESOURCES
PRODUCTS & SERVICES
ENVIRONMENTS & CHANNELS
PEOPLE & BEHAVIOUR
CUSTOMER PROFILE CUSTOMER MOTIVATORS
CLIENT PROJECT DATE
COMMUNICATIONS
OPPORTUNITYOPPORTUNITY
BRAND STRATEGY CANVAS™
COMPANY MARKET CUSTOMERS
BRAND IDEA
© 2009-2012 WONDER GROUP OY / WONDERHELSINKI.COM
POSITION
IDENTITY
OPPORTUNITY
KEY ACTIVITIES
PROMISE
KEY RESOURCES
PRODUCTS & SERVICES
ENVIRONMENTS & CHANNELS
PEOPLE & BEHAVIOUR
CUSTOMER PROFILE CUSTOMER MOTIVATORS
CLIENT PROJECT DATE
COMMUNICATIONS
OPPORTUNITYOPPORTUNITY
WHAT IS YOUR DIFFERENTIATING
IDEA?
WHAT ARE YOU REALLY GOOD AT?
WHERE IS THE UNCHARTERED SPACE?
WHAT NEED IS CURRENTLY BEING UNMET?
HOW SHOULD CUSTOMERS
PERCEIVE YOUR BRAND IN RELATION TO COMPETITION?
WHAT ARE YOU LIKE?
PERSONALITYVALUES ETC.
WHAT RESOURCES WILL YOU NEED?
WHAT ACTIVITIESSHOULD YOU FOCUS
ON?
WHAT VALUEAND BENEFITS DO YOU PROMISE?
WHO ARE YOURMOST IMPORTANT
CUSTOMER SEGMENTS?
WHY WOULDCUSTOMERS BUY
FROM YOU?
WHICH THINGS ARE MOST IMPORTANT?
WHAT SHOULD YOUR PRODUCTS AND
SERVICES BE LIKE?
WHERE SHOULD YOU SELL AND MARKET YOUR OFFERING?
HOW WILL THEY LEARN ABOUT YOU?
HOW SHOULD YOUR PEOPLE BEHAVE?
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