design firm leadership conference: intelligent branding in a downturn economy
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Intelligent Branding in a Downturn Economy
Insights from 2009 Best Global Brands
2 |
2009 Best Global Brands
“Most Useful Rankings to CEOs” —PR Week
1. Fortune 500
2. Best Companies to Work for
3. Interbrand’s Best Global Brands
Intelligent Branding in a Downturn Economy | September 24, 2009
3 |
What is brand value?
4 |
Which MP3 would you buy?
$200
•16GB
•Video out – high definition
•Wireless file sharing (MP3s + more)
•Touch control
• Integrated voice recorder
• Built-in FM tuner (32 stations)
$250 • 8GB
• Video out (not HD)
• Wireless MP3 shop
• Touch control
MP3 #1 MP3 #2
Intelligent Branding in a Downturn Economy | September 24, 2009
5 |
What about now…?
Creative Zen X-Fi 2 Apple iPod Touch
Intelligent Branding in a Downturn Economy | September 24, 2009
6 |
Brands drive value
$3.00 $1.00
High Quality Coffee Excellent Flavor Non-branded
High Quality Coffee Excellent Flavor
Branded
Intelligent Branding in a Downturn Economy | September 24, 2009
7 |
Benefits of a strong brand
Drives demand
Commands strong reputation
Generates premium fees/revenue
Creates strong word of mouth
Delivers loyalty
Enhances ability to negotiate with partners
Elevates ability to recruit top talent
Intelligent Branding in a Downturn Economy | September 24, 2009
8 |
Benefits of a strong brand
Drives demand
Commands strong reputation
Generates premium fees/revenue
Creates strong word of mouth
Delivers loyalty
Enhances ability to negotiate with partners
Elevates ability to recruit top talent
Frank Gehry
Intelligent Branding in a Downturn Economy | September 24, 2009
9 |
It is a key competitive asset
Creates demand
Creates loyalty
It influences customer’s choice
Value
Simply put, brands drive choice and create value
Role of
Brand
Brand
Strength
Intelligent Branding in a Downturn Economy | September 24, 2009
10 |
Survey says: Many of you believe branding makes a difference
In your opinion, what are ways that branding/marketing could add the most value to your organization?
Source: 2009 EFCG Architecture & Design Firm Confidential Benchmarking Survey
Intelligent Branding in a Downturn Economy | September 24, 2009
11 |
+2%
#2 (was #2)
Winner New
-4%
#98 (N/A)
Loser
-10%
#38 (was 38)
+14%
#50 (was 62)
Winner
2009 Winners or Losers?
Intelligent Branding in a Downturn Economy | September 24, 2009
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How should brands be managed in a downturn?
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Recessionary tools that work in other parts of the business, don’t necessarily apply to branding
While you can downsize, right size, in-source, and outsource… you can’t fire the brand. It won’t go away.
—The Crisis Paradox, Josh Feldmeth, Interbrand
Intelligent Branding in a Downturn Economy | September 24, 2009
Your choice
Ignore it Manage it
15 |
Successful brands in professional services
1. Delivered on a clear value proposition
2. Invested in their culture and their people
3. Behaved boldly in tough times, investing in strategic assets/R&D
Intelligent Branding in a Downturn Economy | September 24, 2009
16 |
In professional services, it’s all about the experience you deliver
1. Out-behave the competition
2. Understand your client’s business and how to make them win
Intelligent Branding in a Downturn Economy | September 24, 2009
17 |
How can we make our clients’ brands work harder for them?
18 |
What were some of the key learnings from 2009?
Intelligent Branding in a Downturn Economy | September 24, 2009
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At the core of great brands is a simple idea
Man shall not be subservient to machine
Performance Simple, easy, enjoyment
Intelligent Branding in a Downturn Economy | September 24, 2009
20 |
Brand touches all parts of the customer journey
People Environments
Communications Product / Service
Brand
Intelligent Branding in a Downturn Economy | September 24, 2009
21 |
Apple Store 767 Fifth Avenue
Architect:
Bohlin Cywinski Jackson
2006
Apple Store 767 Fifth Avenue
Architect:
Bohlin Cywinski Jackson
2006
Apple Store 767 Fifth Avenue
Architect:
Bohlin Cywinski Jackson
2006
Apple Store 767 Fifth Avenue
Architect:
Bohlin Cywinski Jackson
2006
26 | Intelligent Branding in a Downturn Economy | September 24, 2009
27 |
Consistency across all touch points
I’m a PC I’m a Mac
Intelligent Branding in a Downturn Economy | September 24, 2009
28 |
BMW Welt
Architect: Coop
Himmelb(l)au
2007
BMW Welt
Architect: Coop
Himmelb(l)au
2007
BMW Welt
Architect: Coop
Himmelb(l)au
2007
BMW Welt
Architect: Coop
Himmelb(l)au
2007
Intelligent Branding in a Downturn Economy | September 24, 2009 33 |
34 |
Performance is woven into all touch points
Intelligent Branding in a Downturn Economy | September 24, 2009
35 |
Embracing glocalization
Intelligent Branding in a Downturn Economy | September 24, 2009 36 |
McDonalds (UK) West Thurrock
Architect:
SHH
2005
Intelligent Branding in a Downturn Economy | September 24, 2009 37 |
McDonalds (UK) West Thurrock
Architect:
SHH
2005
McDonalds (UK) West Thurrock
Architect:
SHH
2005
Intelligent Branding in a Downturn Economy | September 24, 2009 38 |
39 |
So, does it really matter?
40 |
The numbers speak for themselves
Brand value 2001 $13,858MM
Brand value 2001 $25,289MM
Brand value 2001 $5,464MM
Brand value 2009 $21,671MM
Brand value 2009 $32,275MM
Brand value 2009 $15,433MM
36% increase 22% increase 65% increase
Intelligent Branding in a Downturn Economy | September 24, 2009
41 |
5 macro trends
1. It’s all about the experience
Prada Epicenter New York
Architect:
Rem Koolhaas (OMA)
2001
Intelligent Branding in a Downturn Economy | September 24, 2009 42 |
2. No brow
Forever 21 San Francisco
Architect:
Gensler
2005
Intelligent Branding in a Downturn Economy | September 24, 2009 43 |
3. Mobility
Uniqlo Pop up New York
Architect:
LOT-EK
2006
Intelligent Branding in a Downturn Economy | September 24, 2009 44 |
4. Sustainability
Bank of America New York
Architects:
Cook+Fox Gensler
2009
Intelligent Branding in a Downturn Economy | September 24, 2009 45 |
5. Design for all
Aloft Hotel
Rancho Cucamonga
$99/night
2009
Intelligent Branding in a Downturn Economy | September 24, 2009 46 |
Thank you!
Andrea Sullivan
Executive Director, Client Services
212.798.7510
andrea.sullivan@interbrand.com
http://www.interbrand.com/newyork
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