London, February, 2016 CIM
Growing brands and businesses
Horse & Buggy
3 I Interbrand for Haribo | 29. January 2016
A brand is a living business asset, brought to life across
all touchpoints which, if properly managed, creates
identification, differentiation and value.
More than a computer
More than a car
THE RULES ARE CHANGING
THE AGE OF IDENTITY
The brand was the identifier of business
THE AGE OF IDENTITY
Its goal was differentiation and identification
THE AGE OF IDENTITY
Finance
Sales
Human resources
Marketing
Marketing Operations
Distribution
R&D
Business Strategy
Brand
THE AGE OF IDENTITY
THE AGE OF VALUE
THE AGE OF VALUE
Brands become business assets Most Useful Rankings to CEOs PR Week 1. Fortune 500 2. Best Companies to Work for 3. Interbrands Best Global Brands
THE AGE OF VALUE
Understanding the creation of value
THE AGE OF VALUE
Marketing Brand
R&D
Finance
Distribution
Human Resources
Sales
Manufacturing/ Operations
Business Strategy
Brand Strategy
Business Strategy
THE AGE OF EXPERIENCE
THE AGE OF EXPERIENCE
Power shift from the brand to the consumer
THE AGE OF EXPERIENCE
PRODUCTS & SERVICES
THE AGE OF EXPERIENCE
PEOPLE & BEHAVIOURS
THE AGE OF EXPERIENCE
ENVIRONMENTS & CHANNELS
THE AGE OF EXPERIENCE
COMMUNICATIONS
THE AGE OF EXPERIENCE
BRAND AS THE TRUE DIFFERENTIATOR
THE AGE OF EXPERIENCE
Finance
Sales
Human resources
Marketing
Marketing Operations
Distribution
R&D
Business Strategy
Brand Strategy
THE AGE OF EXPERIENCE
OUR EVOLVING ROLE
THE AGE OF IDENTITY + THE AGE OF VALUE + THE AGE OF EXPERIENCES +
WHATS NEXT?
THE AGE OF YOU
An age of 7 billion brands
Big data meets internet of anything
Supply chains reformed around people
The world will be boundary-less; glocal as status quo
Data liquidity will be as important to global markets as capital
Companies will replace states as infrastructure providers
#Mecosystem will be created to better serve the consumer
26
THE AGE OF YOU Micro Moments
27
THE AGE OF YOU Macro context
THE AGE OF YOU - Personalised
THE AGE OF YOU - Predictive
THE AGE OF YOU Contextural
OUR EVOLVING ROLE
THE AGE OF IDENTITY + THE AGE OF VALUE + THE AGE OF EXPERIENCES +
MAKING BUSINESS PERSONAL
I Interbrand for Haribo | 29. January 2016 32
Growing brands and businesses in the age of you
A Proposition with purpose
A potent personality
The real challenge: Managing your brand seamlessly across the entire customer experience to deliver business growth.
35
Products & services
Online & offline environments
People & behaviors
Communications
The Brand The strategy for the business
The experience
But there are thousands of things you could change to improve the brand experience.
36
And many of those experiences are controlled by departments outside your control.
37
Overwhelming choice and differing agendas create a lack of focus throughout the organization. And an incoherent experience for their customers.
38
CMOs need a clear roadmap to identify and prioritize actions that will generate growth
39
And a means to align the organization around those priorities.
40
A framework for the organisation
AUTHENTICITY Are we credible in the promises we make? Can we deliver on what we promise?
RELEVANCE Are we delivering against the drivers of demand?
DIFFERENTIATION Do we stand out and own our positioning?
CONSISTENCY Is our customer experience seamless across touch points?
PRESENCE Is our brand part of the conversation?
EXTERNAL FACTORS
CLARITY Are we clearly articulating across the organization what the brand stands for?
COMMITMENT Is the brand receiving sufficient support internally to help deliver business objectives?
PROTECTION Are we protecting the brand in its space against existing and emerging threats?
RESPONSIVENESS Is our brand built for tomorrow?
INTERNAL FACTORS
UNDERSTANDING Do customers understand the distinctive qualities and characteristics of our brand?
A model based on data from the whole business
Employee clarity
Investment
R&D pipeline
IP protection
Perceived quality
Consideration (non)
Creative consistency
Spontaneous Awareness
Brand vision
Engagement
Customer insight
Leadership
Loyalty rates Price premium Share of wallet
Ad awareness
X/10
X/10
X/10
X/10
X/10
X/10
X/10
X/10
X/10
Risk managing
X/10
X/10
Familiarity Brand specific attributes
Distinctive
PROTECTION
RESPONSIVENESS
AUTHENTICITY
CLARITY
COMMITMENT
RELEVANCE
DIFFERENTIATION
CONSISTENCY
PRESENCE
UNDERSTANDING
Taste tests
Product consistency
Distribution
In-store /execution
Earned Media Social media
Fun, Appealing
Enterprise wide strategies
Overall 42 Clarity 0 1 2 3 4 5 6 7 8 9 10
Commitment 0 1 2 3 4 5 6 7 8 9 10
Protection 0 1 2 3 4 5 6 7 8 9 10
Responsiveness 0 1 2 3 4 5 6 7 8 9 10
Authenticity 0 1 2 3 4 5 6 7 8 9 10
Relevance 0 1 2 3 4 5 6 7 8 9 10
Differentiation 0 1 2 3 4 5 6 7 8 9 10
Consistency 0 1 2 3 4 5 6 7 8 9 10
Presence 0 1 2 3 4 5 6 7 8 9 10
Understanding 0 1 2 3 4 5 6 7 8 9 10
Inte
rnal
E
xter
nal
Competitive set best in class
Competitive set average
Biggest gap to competitive set
2.5
3.5
3.5
Illustrative
Agency
Agency
Agency
Agency
Agency
Agency
Agency
Agency
CMO Retail Experience
Digital Channels
Customer Service
Comms
Culture
Media People
CRM Team
Digital Team
HR Team
Sales Team
Media Team
Marketing Team
Product
Int. Comms Team
Product Team
Brand & Busines
s Strategy
| HSBC | Interbrand | February 2016 44
A collective, creative approach to experience creation
45
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
Improved brand opinion
46
0
10
20
30
40
50
60
70
KSA UAE CAN RUS MEX EUR BRA IND AUS THI JAP
Bra
nd O
pini
on S
core
Global sales
47
Nissan Total Sales 2010
Nissan Total Sales 2014
+25%
Source: Nissan Annual Sales Report
Thank you!
Growing brands and businessesSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34The real challenge:Managing your brand seamlessly across the entire customer experience to deliver business growth. But there are thousands of things you could change to improve the brand experience. And many of those experiences are controlled by departments outside your control.Overwhelming choice and differing agendas create a lack of focus throughout the organization.And an incoherent experience for their customers.CMOs need a clear roadmap to identify and prioritize actions that will generate growthAnd a means to align the organization around those priorities. Slide Number 41Slide Number 42Slide Number 43A collective, creative approach to experience creationSlide Number 45Improved brand opinionGlobal salesSlide Number 48