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“It is not the strongest of the speciesthat survives, nor the most intelligent, but
the one most responsive to change.” Charles Darwin
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1891) (1911) (1924) (1947) (1956) (1972)
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(1892) (1900) (1934) (1969) (1986) (2003) Current
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(1975) (1987) (1994)
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1
2
3
4
5
$ 100 bn
$ 76 bn
$ 68 bn
$ 67 bn
$ 67 bn
6
7
8
9
10
$ 63 bn
$ 61 bn
$ 60 bn
$ 54 bn
$ 49 bn
Global Top 10
Most Valuable Brands
WPP/BRANDZ 2009
7 out of 10 are
Technology Brands
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WTOMembership
Entry of Foreign Retailers
LaunchDOI MOI
LaunchFPT Corporation
20092007‘86
FDILaw
‘87
HyperInflation
‘89
Law Priv.Business
‘90
EU TradeAgree.
‘92
End USEmbargo
‘94
ASEANMember
‘95
Comm.Law
‘97
Enterpr.Law
‘99
HCMCStock-M.
‘00
US-VN Trade A.
‘01
ReduceStrat Sec.
‘04
HanoiStock M.
‘05
Sept 1988
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35%projected
2010 InternetPenetration(< 5% BB)
Top 3
market
worldwide
114%
MobilePenetration
5 Operators
Launch 3G
Services
C R A Z E
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1988 2010
Since its launch in September 1988
FPT has developed into a highly diversified
Group of Companies.
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Brand Foundations
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Objectives
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Chair/CEO Management Consumer Desk
FPT BrandFoundationsArchitecture Device
Design Tasks Int. Com-Plan Ext. Com-Plan Others
FormalVerbal
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WHAT ARE LOVEMARKS?
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A framework developed by Saatchi to measure & understandA framework developed by Saatchi to measure & understand
emotional drivers …emotional drivers …
People feel about brands the way they feel about peoplePeople feel about brands the way they feel about people
Lovemarks ResearchLovemarks Research
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Lovemark measures Respect and Love in detailLovemark measures Respect and Love in detail
IntimacyIntimacyIntimacyIntimacy
MysteryMysteryMysteryMystery
Sensuality/Sensuality/
SensorySensory
Sensuality/Sensuality/
SensorySensory
LoveLoveLoveLove
TrustTrustTrustTrust
PerformancePerformancePerformancePerformanceReputationReputationReputationReputation
RespectRespectRespectRespect
Commitment
Empathy
Passion
Great stories, Past,
present & future
Taps into dreams
Myths and icons
Inspiration
Easy
openness
Security
Reliability
Commitment
.
innovation
quality
service
identityvalue
leadership
honestyresponsibility
efficacy
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Lovemarks are… respect, emotional link withconsumers and loyalty beyond reason!
Lift in Frequency of Use
Products to Brands to Lovema
7.5%
24.0%
32.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Products Brands Lovemarks
Ranges of Lift in Frequency of Use to
% H i g h F r e q u e n c y U s e r s
T r a n s f
o r m i n g t o
L o v e m
a r k s
p r o v i d
e s d r a
m a t i c
f r e q u e n c y
g r o w
t h
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Some examples
Coke
Cadbury
SmithsSmiths
TwistiesKettle
ThinsShapesDoritos
R e s p e
c t
Love
Australia
SabritasSabritas
Bimbo Coke
Ruffles Doritos
Emperador
MaruchanChips
R e s p e c
t
Love
Mexico
Oishi
Wang WangDanone
Mirinda
McD
Mizone
Wall's
7Up
WrigleyKFCDove
Pepsi
Coke
SpriteLaysLays
R e s p e c
t
Love
China
Hacendado
PringlesDoritosDoritos
Kelloggs
LaysLays
Danone
NestleCoke
Magnum R
e s p e
c t
Love
Spain
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HOW TO BUILD ALIGHTHOUSE BRAND?
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The Blessing And The Curse Of Choice The Blessing And The Curse Of Choice
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Peter Drucker:Peter Drucker:
"In a few hundred years, when the history of
our time is written from a long-term
perspective, it is likely that the most
important event those historians will see is
not technology, not the internet, not e-commerce. For the first time – literally –
substantially and rapidly growing numbers of
people have choices. For the first time, they
will have to manage themselves. And society
is completely unprepared for it."
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The New Filters The New Filters
People, brands and services that can editand interpret
information
That can be digested and absorbedaccording to our
points of view and values
Provide comprehensive solutions
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Net, Net…Net, Net…
I want to choose and tailor
Reduce my options and facilitate
Recommended by "my friends" – share theburden
I will consume when I want to: Products (on the go)
Media (TIVO)
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Two Types of Brand Identities: Two Types of Brand Identities:
Lighthouse
- Differentiated choices
- Invite consumer to navigate aroundthem. - Have a strong point of view: life a
can be
- “Watch me” communication –
advertising
Mirror - Ubiquitous presence – multi-target
- Navigate by reference to theconsumer:
A mirror to consumer’s lives
- Brand will make their life / day better
- “That’s why” communication-
advertising
All About: Who, What, When,
Where, Why
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Lighthouse IdentitiesLighthouse Identities
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sistently Stretching the Boundaries of What Is Pos
1. Consumer Understanding:Deep into the why
2. Tough choices and tightdiscipline on 3-Dcommunication
3. Live to always surprise anddelight – best in class ineverything we do!
4. Scale and relevance
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Lighthouse brands expansionLighthouse brands expansion
Anchored in credible rationale with strong
emotionalconnection
Understand their broad solution role – "level of influence"
Provide multiple solutions across categories
Address all consumer megatrends
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Lighthouse Brand House Name
Anchored benefit
Relevant
categories
Reassurance/quality
Multi-category Multi-target/multi-benefit
Whole Foods: Retailer With A ConscienceWhole Foods: Retailer With A Conscience
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Whole Foods: Retailer With A ConscienceWhole Foods: Retailer With A Conscience"Whole Food, Whole People, Whole Planet""Whole Food, Whole People, Whole Planet"
2. True To Core
3. Richer Experiences4. ConsumersIn Control
5. Scrimp And
Splurge
6. Boomers Break Away
Authenticity Values
Experiencing thebrand well beyond the product
Customization& badge value
“BMWs in Sam’s”
“The new teens”
1. The Wellness Epidemic
Whole Foods Delivering Against These TrendsWhole Foods Delivering Against These Trends
Rational anchor – natural and organic produce Expanded to – natural and organic experience: "shopping withpurpose"
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Crest: "Healthy Beautiful Smile For Life”Crest: "Healthy Beautiful Smile For Life”
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Dove: "Beautiful Inside and Out”Dove: "Beautiful Inside and Out”
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They Are Built: They Are Built:
Planting a rational anchor benefit with credibility
Crest – toothpaste
Build to a higher emotional turf within space
Each major extension has individualcommunication
with same benefit
Crest – white strips
But "glue" to core is brand identity, brand spiritand
selling line