If you’re not a brand, you’re a commodity

Antwerp,

November 5, 2014

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

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

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

FOCUS sounds simple, but is hard to realize

• Simplicity & relevance

• Strategic consistency

• Brand & positioning consistency

• Knowledge

• Customer centricity

• Focused team

• Continuity

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

They lack true

belief and

passion

They are often

too

opportunistic and focused on

the short term

Marketers

work in silos,

don’t have

the business

overview

They’re not able to

choose They feel too

much pressure from outside and

their

management

Marketers tend to

embrace

complexity

They lack

profound

knowledge

Why are marketers not focused?

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

AGILITY is about structure and people

• Agile & up to date organization

• Built around customer engagement

• Willingness to change

• Detect trends & act

• Early warning systems & processes

• Flexibility & Speed

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

CREATIVITY strengthens & nourishes “good homework” &

innovation

• Innovative company culture

• Diversity of profiles

• Idea generation

• Idea valuation

• Porosity & open-mindedness

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

TANGIBILITY increases marketing credibility in the

board room

• KPI’s & dashboards

• Scenario analysis & ROMI

• Connect with marketing

intelligence

• Analytical culture & skills

• Role of intuition

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

There is no choice: SUSTAINABILITY is the way to go,

delivering competitive advantage

• People: yours & every

stakeholder

• Planet: ACT on innovation,

packaging, promotion...

• Profit: business-minded

marketers

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

What is the brand strategy?

PRODUCT LEADERSHIP “best product”

CUSTOMER INTIMACY “best total solution”

OPERATIONAL EXCELLENCE “best total cost”

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

Branding & Positioning 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 Choose 1 of the following: your brand strategy is aimed at … 6

Product

leadership

Operational

excellence

Customer

intimacy

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

The existing brand architecture models

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

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

USP

Positioning & USP

Product Product Product …

Brand

Product

extension

A product extension

borrows from the mother

brand and gives back

THoM’ster Class on Branding & Positioning – Nov. 5th 2014

In a House of brands, every brand needs it’s own

positioning and own USP

Company

USP

Brand positioning

Brand

USP

Brand positioning

Brand

USP

Brand positioning

Brand

…

…

…

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