BE the BRANDIdentify with the Company Soul[ ]

Torben Valsted

Not a Preacher nor a Guru but Always in Search of the “Truth”

Good judgment comes from experience.

Experience comes from bad judgment.

[ ]

PRACADEMICCopenhagen Business School, Carlsberg &

Nestlé...now in Hrvatska Pošta[ ]

MYTH No. 1Emotional TV-advertising is the

key to successful branding

MYTH No. 2We are not in branding (...it’s too expensive)

“A yawn is a silent shout”

Chesterton

MYTH No. 3The Marketing Department is

the Centre of all Branding

Field Sales

R&D

Sales

HR

IT

Controlling

Production

Distribution

Finance

MARKETING

MARKETING ORIENTATION

MYTH No. 4Strong Leadership is the Purpose in itself

MYTH No. 5Brand perception is

the end-goal

Sustainable Profitable Growth IS the Ultimate

Goal

Sales Margin

Existing customers

New customers

Buying frequency

Purchasevolumes

Selling price

Product Cost

Existing product

Buying frequency

Purchasevolumes

New products Market Production

Sustainable Profitable Growth

“War does not determine who is right,

only who is left”Bertrand Russell

Profit is the Bi-product of

Successful Branding

Aimed at building customer acceptability, branding is an iterative process focused upon creating a total brand experience where the

development of a spirited “Be the Brand” company culture is essential for delivering evidence strong enough to make the brand constitute a

convincing promise in the minds of customers – the stronger the evidence the better the brand performance.

“Be the Brand” Thinking

Branding and Profitability are Directly Linked

No of customers

Buying frequenc

y

Sales Value(Volume x

Price)

%Margin Profit

X X X =

Lead Customers through the Purchasing Funnel

Cognitive(Thinking)

AFFECTIVE(FEELING)

Behavior(Doing)

Loyalty is a “Bendable” Term

Beh

avio

ral A

ccep

t

Perceptual Accept

VULNERABLE

POTENTIAL

LOYALTY

BrandEvidence

Think from Idea to Delivering with Excellence

PromiseConsumerTargeting

BrandPrioritisation

ApproachProductIdea

EvidenceGeneric

CopyPromise

ConsumerTargeting

BrandPrioritisation

ApproachProduct

BrokenPromise

PromiseConsumerTargeting

BrandPrioritisation

ApproachProductIdea

Evidence FadPromiseConsumerTargeting

BrandPrioritisation

ApproachIdea

EvidenceRandomBrand

PromiseConsumerTargeting

BrandPrioritisation

ProductIdea

Evidence DilutionPromiseConsumerTargeting

ApproachProductIdea

EvidenceUnfocused

BrandPromise

BrandPrioritisation

ApproachProductIdea

Evidence DrifterConsumerTargeting

BrandPrioritisation

ApproachProductIdea

If you see...

“Recession is when a neighbor loses his job.

Depression is when you lose yours”

Ronald Reagan

16

...you can be!

“Being a philosopher, I have a problem for every

solution” Robert Zend

The Story of DOMINO’s PIZZA

SEGMENTATIONIdentify Homogenous Groups RELEVANT to the

Brand

“A diamond is forever”De Beers Consolidated

[ ]

TARGETINGBirds of a Feather Flock Together

“Just Do It”Nike

[ ]

POSITIONING = PROMISINGIf you don’t Stand for Something,

you Will Fall for AnythingSeek out the Truth of Your Brand (Essense), dare to be Different and if You are not First in a Category, Set up a Category You can be

First in!

“When it absolutely, positively has to be there overnight”

Federal Express

[ ]

4P’s...Introverted and Obsolete

Promotion

Place

Price

Product

?Consumers

AVAILABILITYWhenever, Wherever

“It’s everywhere you want to be”Visa

Ensure that customers can FIND the brand in the relevant channels

and outlets

[ ]

AFFORDABILITYWhat’s in it for me?

“Reassuringly expensive”Stella Artois

Ensure that customers understand the DEAL

and accept the balance between price and perceived quality

[ ]

“Have a break. Have a Kit-Kat.”

Kit-Kat (Nestlé)

Ensure that customers can actually SEE the brand at the “moment of truth” in

front of the shelves

APPEARANCE “Moment of

Truth”[ ]

ACCOUNTABILITYDelivering on the Brand Promise

“We try harder”

Avis

Ensure the organisation has BELIEF in the brand and that it’s transferred to

customers

[ ]

ATTRACTIVENESSIt’s What’s Inside that Counts

“There’s an app for that – only on the iPhone”

Apple

Ensure that product quality and design is developed for customers to BOND

with the brand

[ ]

ACTIVATIONStimulate to Develop Habits

“Take the Pepsi challenge”PEPSI

Ensure that customers receive the right STIMULI to try or rebuy the brand

[ ]

ASSOCIABILITYPerceive the Difference

“It’s a Skoda. Honest.”

Skoda

Ensure that consumers FEEL the brand and connect to its relevant,

differentiated, consistent and value driven brand promise

[ ]

29

ConsumerAcceptability

Promise

ATTRACTIVENESS

Ensure that the product quality and design is developed for customers to create a strong BOND with the brand

ASSOCIABILITY

Ensure that consumers FEEL the brand and perceived its added value in a way differentiated from competition brands

ACTIVATIONEnsure that customers get the relevant STIMULI to try or rebuy the brand

APPEARANCEEnsure that customers can actually SEE the brand at the “moment of truth” in front of the shelves

AFFORDABILITYEnsure that customers understand the DEAL and accept the balance between price and quality

AVAILABILITYEnsure that customers can FIND the brand in the relevant channels and outlets

ACCOUNTABILITY

Ensure that the entire organization has the adequate BELIEF in the brand and that it’s motivated to promote the brand in every way

Port

folio

Gro

wth

Str

ate

gy

Evidence

Segmentation & Targeting

Positioning & Communication Platform

Strategic Balancing

of Evidence

Balance Brand Evidence for Optimized Impact

30%

20%

10%

20%

10%

5%

5%

15%

5%

5%

15%

20%

10%

30%

ChanceActivation

Combined Power of 360 Story-telling thru 7A’s

AssociabilityAttractivenessAccountabilityAppearanceAffordabilityAvailability

Activation No findAssociabilityAttractivenessAccountabilityAppearanceAffordability

No stimuliAssociabilityAttractivenessAccountabilityAppearanceAffordabilityAvailability

Activation No dealAssociabilityAttractivenessAccountabilityAppearanceAvailability

Activation No seeAssociabilityAttractivenessAccountabilityAffordabilityAvailability

Activation No beliefAssociabilityAttractivenessAppearanceAffordabilityAvailability

Activation No bondAssociabilityAccountabilityAppearanceAffordabilityAvailability

Activation No feelAttractivenessAccountabilityAppearanceAffordabilityAvailability

Field Sales

Marketing

Sales

HR

IT

Controlling

Production

Distribution

Finance

MARKET ORIENTATION

Onefocus

Onelanguage

One way of working

Lead for Market Orientation

Customer

“Wars may be fought with

weapons, but they are won by men”

George Patton

7A

7A 7A

7A

ENVISION

“Information at your fingertipsMicrosoft

Ensure the organisation share the same 7A-based DREAM of building brand

success

ENABLEEnsure to implement 7A-targeted

DIRECTIONS on how to optimize the tools and processes needed to

develop the brand

ENERGIZEEnsure that results are shared and

people stimulated to develop a DRIVE worthy of true brand

enthusiasts

EMPOWEREnsure to delegate responsibility and develop INITIATIVE to innovate and constantly improve overall brand

performance

ENGAGEMENT PLANEnsure that the entire organization share

the same TARGETING of future brand development activities

EXECUTIONEnsure to utilize the FORCE of everyone in the organization lifting together in a

coached approach

EVALUATIONEnsure that the organization is

listening to market RESPONSE and constantly strive to learn and improve...correct to target!

ChanceEvaluation

Combined Power of 7E’s

ExecutionEngagement

PlanEmpoweringEnergizingEnablingEnvisioning

EvaluationNo dream

(confusion)Execution

EngagementPlan

EmpoweringEnergizingEnabling

No response(Extinction)

ExecutionEngagement

PlanEmpoweringEnergizingEnablingEnvisioning

EvaluationNo directions(frustration)

ExecutionEngagement

PlanEmpoweringEnergizingEnvisioning

EvaluationNo drive

(slow pace)Execution

EngagementPlan

EmpoweringEnablingEnvisioning

EvaluationNo initiative

(demotivation)Execution

EngagementPlan

EnergizingEnablingEnvisioning

EvaluationNo targeting(false start)

ExecutionEmpoweringEnergizingEnablingEnvisioning

EvaluationNo force

(poor results)Engagement

PlanEmpoweringEnergizingEnablingEnvisioning

“Being a leader is like being a lady, if you have

to go around telling people you are one,

you aren’t”M. Thatcher

Operational Parameters

Org

an

iza

tio

na

l P

ara

me

ters

Response to Learn & Develop

EVALUATEWhat did we learn?

7A Response & Correction to Target

“BE the BRAND”Leveraging the Combined Power of 7A’s and 7E’s

Force of Performing Together

Force of Focused 7A Execution

EXECUTEWho is performing according to plan and how to coach?

Commit the Team to Targets

7A Strategy, Tactics &

Op. Plan

ENGAGEHow to target and engage the organisation to realize the vision?

7A Focused OrganisationDrive

Individual & Team Drive

ENERGIZEHow do we create the energy needed to make the journey?

Initiative to Develop & Innovate

Delegate 7A Responsi-bilities

EMPOWERWho is responsible?

Directions to Cooperate

Operational Framework

to Drive 7As

ENABLEWhat is needed to get there?

BusinessIdea & Mission

ENVISIONWhere are we going?

Shared Dream & Culture Develop the Long-term

7A Vision

Learn to Respect the Learning

Curve!Confidence level

in the team

Consciously Incompetent

Competence

Unconsciously Incompetent

Temptation to quit

Consciously Competent

7 1. Forming

2. Storming

3. Norming

4. Performing

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