marketing transformation - new era of brand building

Marketing transformation

– New Era of Brand Building

MJR meeting 24.9.2013 at Marketing Clinic

© Marketing Clinic

• Leading Nordic consultancy specialized in marketing and sales

• We deliver sustainable commercial success for our Clients through customer driven, fact-

based and actionable advice

• 40+ consulting professionals with extensive experience from leading industrial companies

• Local presence in Helsinki, Copenhagen, Stockholm and Oslo. International and global

assignments through our Clients

• More than 250 satisfied Clients - we work with the world leading marketing & sales companies,

as well as strong regional players

• Track-record of 750 marketing and sales development projects

Marketing Clinic – who are we?

© Marketing Clinic

Accelerating commercial success

through analytics and customer insight.

Okimo Clinic is a strategic social

media company

• Okimo Clinic closely operates

with Marketing Clinic

• Okimo Clinic board members

include Hjallis Harkimo, Aki

Hirvonen, and Morten Kjaer.

CEO is Helene Auramo

• Okimo Clinic was founded in

April 2013

Marketing transformation

– New Era of Brand Building

When identifying sources of growth finding the right

balance is crucial:

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RENOVATION INNOVATION

EXISTING

COMPETENCES

Existing destination

Existing business

Existing brands

Existing customers

NEW

COMPETENCES

New destination

New business

New brands

New customers

In both innovation and renovation insight should drive the

business and all functions

7

A company

(R&D)

Marketing

Customer

Market &

customer

insight

Company:

R&D,

marketing,

sales..

Offering

X .

Corporate brand – more important than ever!

Product portfolio strategy – focus needs to be crystal clear!

Relevance & differentiation - All brands to be build based on superior

insights!

Internal engagement – delivery throughout the whole organization!

Key topics at the moment in marketing!

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1. Corporate brand – more important

that ever!

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Corporate brand is a company's most valuable asset – it

engages stakeholders into a relationship that drives growth

Direct stakeholder communication Influence through consumer brands

10

Corporate

brand

Owners,

investors,

financiers

Authorities

Partners

Personnel

Media

and opinion

leaders

Consumer

brand y

Consumer

brand z

Consumer

Consumer

brand x

Increasing need to create consumer

value also through the corporate brand!

Critical to understand the implications of the changing

world to the role of corporate brand

Consumer needs and behavior

Customer/ advertiser issues and needs

Market development and future trends

Competitive landscape

Own Portfolio

Corporate

brand

Different timespan for corporate brand vs. product brands

Corporate brand, 5 + years Product brand, 3-5 years

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More specific target groups

All channels

Many target groups

How to reach?

How to engage?

How to secure reputation?

Build you company brand.. before

someone builds it for you.

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2. Product brand portfolio strategy need

to be crystal clear – focus!

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Common pitfalls in portfolio management we often see

Acquisition based portfolio

Hyperactive brand managers portfolio

Efficiency focused portfolio

15

Focus & prioritization crucial –

insights should drive the portfolio strategy

16

Right segment + right market + right message + right channel = GROWTH

”flagship

brands”

”Core

brands”

”Products”

Wide portfolio of brands and products,

lots of innovations, short life cycles

Do BIG things with the focus brands

– ensure business acceleration!

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3. Relevance & differentiation - all brands

to be build on superior insights!

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Strong brands are rooted on strong insights

19

STA

TED

IMP

OR

TAN

CE

DERIVED IMPORTANCE

”Goes without saying.”

Won’t help but hurts if don’t provide.

REQUIRED

”Headline it!”

Messages provide significant customer

leverage and differentiation

CRUCIAL

”Show it.”

Decision making criteria.

MOTIVATING

”Relatively safe to

ignore.”

No value here.

UNINSPIRING

Most companies are stuck with benefits that do not build competitive advantage!

These are the ones that we need to

identify in order to BE DIFFFERENT

RELEVANT AND THUS

PREFERRED

4. Internal engagement – delivery

throughout the whole organization

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How to live up to the brand promise during the whole

customer life cycle?

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Who has responsibility for the corporate brand and for the product brands?

CEO

New product

development Logistics

Sales

Marketing

PR

Service

Living and breathing the brands throughout the

organization strengthens the company culture by giving

direction and “higher purpose”

“A strong corporate culture can account for 20-30% of the differential in

corporate performance when compared with 'culturally unremarkable'

competitors *)

*) Source: James L. Heskett, The Culture Cycle

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Clear guidelines are needed to ensure portfolio strategy

implementation throughout the organization

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Guidelines: Sales, e.g.

• Sales support investments

• Level of investments

• Other considerations

• Distribution channels

• Distribution channels

• Customer prioritization

• Pricing guidelines

• Promotion guidelines

Guidelines: Product development, e.g.

• Investments to production

• New product development

• Packaging (displays etc.)

• Other considerations

• Choice of raw materials

• Outsourcing

• Pricing of new products

Guidelines: Marketing, e.g.

• Marketing investment

• Level of investments

• Use of media

• Sponsoring

• PR

• Brand management

• Competencies of brand manager

• Brand strategy & governance

• Targets

• Other considerations

• Licensing

• Co-branding

• Partners

Please don´t hesitate to be in contact with us to discuss futher:

Marketing Clinic

Catharina Starckelberg, CEO & founder, 0400 218 224

Aki Hirvonen, Director B2C business area, 0400 727 88

Sanna Näkkilä, Marketing Advisor, 050 4040 092

firstname.lastname@marketingclinicpartners.com

LinkedIn for the latest marketing news: Linkedin.com/company/marketing-clinic

Okimo Clinic

Helene Auramo, CEO & founder, 040 153 082

firstname.lastname@okimoclinic.com

Latest Social Media News on Twitter: twitter.com/OkimoClinic

Products and Services on LinkedIn: linkedin.com/company/OkimoClinic

Presentations on SlideShare: www.slideshare.net/OkimoClinic

Sharing and Networking on Facebook: www.facebook.com/OkimoClinic

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Thank you!

www.marketingclinicpartners.com

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