The 'What': characteristics of winning global brands

EffectiveBrands Conference

SHANGHAI HONG KONG SINGAPORE NEW YORK

What Makes A Great Global Brand?

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Your thoughts

My suggestions and conclusions

Debate

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My suggestions and conclusions

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Your Thoughts

1. Examples of great global brands

2. Characteristics

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My suggestions and conclusions

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Winning Global Brand Characteristics - Quantified

Financial markets are increasingly pricing greater and greater $ worth into “brand intangibles” … but consumers – globally –

are losing their belief in all but a small core of highly energized brands – Google / Nike / Apple etc

Their Findings

“ The few brands that are growing in worth are not just differentiated, but highly energised – they have ‘energised

differentiation’… they are characterised by:

Vision

Invention

Dynamism”

John Gerzma & Ed Lebar “The Brand Bubble”

1.  Vision – “brands with a vision embody a clear direction and point of view on the world. They convey what they are on this planet to achieve”

Definitions

1.  Vision – “brands with a vision embody a clear direction and point of view on the world. They convey what they are on this planet to achieve”

2. Invention – “invention can be built through innovation, brand iconography, retail environments, and customer service. A brand’s invention can never be static. It requires a commitment to continuous innovation, service excellence, and new forms of brand experience”

Definitions

1.  Vision – “brands with a vision embody a clear direction and point of view on the world. They convey what they are on this planet to achieve”

2. Invention – “invention can be built through innovation, brand iconography, retail environments, and customer service. A brand’s invention can never be static. It requires a commitment to continuous innovation, service excellence, and new forms of brand experience”

3. Dynamism – “typically the outcome of a big ad campaign, guerilla marketing event, or highly visible marketplace event, dynamism engenders a persona, community, and evangelism among a brand’s users. Dynamic brands generate popular culture”

Definitions

Invention

Vision

Dynamism

My Belief : These 3

Invention

Vision

Dynamism

Total Branding

Global / Local Balance

Universal Idea

My Belief : These 3 Plus Another 3

Vision

Brand Leadership

Vs

Consumer Followership

“What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? …

it is ownership of a point of view”

Siddarth Banerjee – Regional Marketing Director, Category Development Unilever Asia Marketing Magazine 2010

“What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? …

it is ownership of a point of view”

Siddarth Banerjee – Regional Marketing Director, Category Development Unilever Asia Marketing Magazine 2010

These are his personal views and may not represent those of his organisation

Conviction Brands

Vs

Convention Brands

Brand Insight

Communications Insight

Product Insight

? Category Insight

Consumer Insight

Brand Insight

Communications Insight

Category Insight

Consumer Insight

Product Insight

?

“Search the parks in all the cities.

You’ll find no statues to committees”

Oft quoted verse

Consumer Foresight

Vs

Consumer Insight

“Vision driven brands see farther; they galvanise and inspire consumers to join in, allowing the brand to travel into new

categories and create new meaning”

John Gerzma

Powerful Purposes

To inspire men to progress

To free children to explore the world so they can develop & grow

To help young men get an edge in the mating game

To inspire and help people to compete and win

Invention

Dynamism

NIKE Football 2011 CSL 2011 Kit launch OOH Campaign

NIKE AIRFORCE ONE Rabbit Air Force one digital clock Digital Campaign & Social Media

Basketball culture online magazine Digital Campaign and Social Media

Sport Is Art (footlocker tee launch) Digital Campaign

JLin Always On Campaign Digital Campaign

LBJ Always On Campaign Digital Campaign

Always On global videos adaptation (CR, Kobe, Westbrook, Neymar) Digital Campaign

Asia Games Print/Magazines/OOH/Digital/T-Shirt Creation/Events/Street Posters + Painted Huge Outdoor

Building with NIKE

LeBron James MVP Campaign Print Adaptation

China JDI Campaign TV/Print/OOH/Digital/Social Media and Retail Line Adaptation for all Category (women, running, basketball)

Be Busy: Nike Advertising In China In 2010 Liu Xiang & Tiger Woods Competition Viral Online Videos

Li Na Quick Strike for French Open Print/Digital and Social Media Campaign

Liu Xiang Daegu Quick Strike Digital and Social Media Campaign

Run Unleashed Running Campaign Print/OOH Adaptation/Web Films/Digital OLM/Mobile

Free Yourself Campaign (running) Print/OOH Adaptation

Free Yourself Campaign (women) Print/OOH Adaptation, Digital OLM, Contents, Social Media

Women JDI FOS Digital and Social Media

Basketball Never Stops Campaign TV/Print/OOH Adaptation

Kobe Black Mamba Campaign TV/Print/OOH Adaptation

NBA Playoffs Campaign Retail Line Adaptation Digital OLM/Mobile

Li Na Aus Open Quick Strike Print and Digital OLM

Brand As Broadcaster

The Business Effect Of Fame

The Business Effect Of Fame

The Business Effect Of Fame

Vision Planning

Vs

Campaign Planning

Global / Local Balance

“Being mindlessly global … or hopelessly local”

What To Avoid

Well known “Unileverism “

International Cachet / Status

Local Relevance / Empathy

The Global Brand Balancing Act

BILLIONS

Layering – Axe Japan Launch

“Billions”

“Gokon”

“Train”

“Boyfriend”

“Mannequin”

Total Branding

Total Branding Starts Inside

12 Disciples

Congregations

Evangelist

Orthodox

Roman Catholic

Methodist Protestant

Universal Idea

… Born Of Universal Insight

Universal Insight – Human Truths

“Human”

Universal Insight – Iconic Truth

The Power Of Archetypes

Universal Insight – Mythic Truth

Universal Insight – Mood Truth

Universal Insight – Behavioural Truth

But any universal insight must be rooted in the brand’s truth

What a great universal idea can give you – The Johnnie Walker case study

Powerful Simplicity

Johnnie Walker Red Label and Black Label Advertising Examples (1997-1999)

Internal Alignment

Striding man in Bangkok

An Idea People Want To Join In With

A Great Global Brand Creates Shared Excitement And Understanding

A Great Global Brand Is A Community

Hong Kong International Film Festival

Shanghai International Film Festival

Yunnan Multicultural Visual Festival

Tokyo FILMeX

Pusan International Film Festival (Korea)

Yulu Project

Yulu Project

http://en.wikipedia.org/wiki/Jia_Zhangke

Jia Zhang Ke is one of the most influential directors in China. He is known for his independent films and documentaries that reflect the truth in the lives of many normal Chinese.

He is also particularly known for his mentorship of young film makers. This was particularly interesting to JW as it allows the brand to “walk the walk” by giving opportunities for a new generation of directors to shine.

With this project,Jia Zhang Khe directed 2 films personally and was executive producer on all 12.

The project therefore provided the opportunity for 6 protégés to create a unique piece of film.

Talent Joins In

Opinion Leaders Join In

16 Nov launch Plan 8.4M

12 stations free spots

worth 7M RMB

5 Jan launch Plan16.4M

YANGLAN & LU YOU TALK SHOW 3 episodes achieved vs 2 plan

9.9M media Value +18%vs

planned

400K consumers 2.4M media

value

8.1M media value

3 episodes

44 M media value

ROI= 12.6 times rate

card

73Mil * consumers

Reached

* Print only, figures in RMB

Southern Weekly

95M RMB OF FREE MEDIA

Media Join In

Consumers Join In

30 million plus online views so far…

“A global brand is a shared belief and understanding.

A great global brand is one that is shared and felt more, with more power and excitement”

Source: Nick Kendall, BBH London

Flow

Your thoughts

My suggestions and conclusions

Debate

5 Rather Than 6 Characteristics?

Vision and/or Universal Idea

Invention

Dynamism

Total Branding

Global/Local Balance

Vs

Comparison

Vision and/or Universal Idea

Yours Mine EffectiveBrands

Invention

Dynamism

Global/Local Balance

Total Branding

Purposeful Positioning

Universal Truth

Total Experience