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Interbrand Accelerator – Activating brand opportunities for business growth
Breakfast workshop
10th December 2015
To arm you with ideas for how you can: Align your organisation around a clear set of
brand priorities Bring meaningful improvements to the
customer experience today Deliver long-term brand value
Our objective for today
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The objective: To deliver on your business strategy, through your brand…
Business Strategy
Brand
Customer Experience…by delivering a seamless and coherent brand experience for customers across touchpoints
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But to deliver a seamless customer experience CEO’s and CMO’s face a major challenge
CMO
Retail Experience Social
Media
CustomerServiceCRM
TeamDigitalTeamSales
Team
MarketingTeam
Product Team
Comms
IBE
Media Channels
Product
People
HRTeam
MediaTeam
Int.CommsTeam
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This can be compounded by multiple external partners and geographies
CMO
SocialMedia
DigitalTeam
MarketingTeam Comms
Media Channels
MediaTeam
NorthAmeric
a
Africa
South Americ
a
Middle East
Asia
Agency 1
Agency 2
Agency 3 Agenc
y 4
Agency 5
Agency 6
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Agency
Agency
Agency
Agency
Agency
Agency
Agency
Agency
What is needed is internal brand alignment to deliver external brand coherence
CMORetail Experience
SocialMedia
CustomerService
Comms
IBE
Media Channels
Product
People
CRMTeam
DigitalTeam
HRTeam
Int.CommsTeam
Product Team
SalesTeam
MediaTeam
MarketingTeam
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Authenticity
Engagement
Clarity
Commitment
Governance
Responsiveness
INTERNAL FACTORS
Relevance
Differentiation
Consistency
Presence
EXTERNAL FACTORS
At the core of the Interbrand Accelerator approach is our Brand Strength framework
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We know strong brands generate superior financial returns
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150
20406080
100120140160180200220240
BGB 100 S&P 500 MSCI World
Best Global Brands portfolio versus S&P 500 and Morgan Stanley Composite World Index
Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands
Inde
xes
to 2
000
valu
es e
qual
ing
100
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| #3 Widescreen | Interbrand | February 6, 20159 | Interbrand Accelerator | London | 10 December 20159
A case studyexample
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Juke Nismo
We have been working with Nissan for 3+ years now• A strong company that
punches under its weight• Historically, globally
fragmented• Heritage as engineering
business more than a customer business
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With challenging targets, Nissan needed a way to building and manage its brand globally
Our business success is dependent on a strong brand. What I needed was a way to engage the entire organization so that cross functional teams could prioritize what they were doing and understand the role they should play in improving brand performance.—Roel de Vries, CMO, Nissan Motor Limited
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A dedicated Interbrand team work with the top 14 markets to drive brand activation in the regions
Regional Brand Engineer Americas
Regional Brand Engineer AMIE
Regional Brand Engineer APAC
Global Brand Engineer
Regional Brand Engineer China
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What we do in each market on an ongoing basis:
First:Analyze
Second:Prioritize
Third:Activate
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The Foundation – The annual Brand Strength Analysis
We asses the brand across the 10 dimensions of Brand Strength using carefully selected quantitative and qualitative data.
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• Moves away from the cruder measures of ‘overall opinion’ or ‘net promoter score’
• The brand strength analysis gives strong direction when developing strategy
• It also provides a globally common ‘language’ for senior management to use.
• We undertake 15 regional analyses for NIssan.
First:Analyze
Nissan’s brand value experienced double digit growth every year since 2011
Nissan’s brand value has grown by over $5 bn in 4 years, an increase of 138% or almost 25% per year (compound).
Over the last year, Nissan’s brandvalue increased by $1.46 Bn, or 19%. Although this percentageincrease is in decline, the growth is from a higher base, and is still almost double competitors’. The average level of automotive brand value growth last year (excluding Nissan) was 10%.
Toyota VW Ford Hyundai Nissan Kia0
5
10
15
20
25
30Av
erag
e b
rand
val
ue g
row
th %
20
11 -
15
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Benefits for Nissan
1. Actionable and forward-looking tool to help determine what to do next
2. Focus – Strategic focus and consistency3. Alignment - builds a sense of responsibility and a common
language for the brand4. Fresh, independent perspective from brand engineers:
dedicated ‘hybrid’ agency/client staff 5. Marketing/brand best practice ‘on tap’ internal capability
supplemented by latest brand thinking, tools etc6. Deeper global alignment of agencies, and between regions.
IB strategy guides diverse agencies within and between regions | Interbrand Accelerator Workshop | 10
December 201516 | Interbrand Accelerator | London | 10 December 201516