presentation thom'ster class 2015 - brand management

Antwerp, November 3rd 2015

If you’re not a BRAND

you’re a commodity

Thomster Class on Brand Management – November 3rd 2015

Nice to meet you!

Kris VansantenChief Coach

Shermaine MinaConsultant

Stéphanie Duchemin

HC Manager

Bert Van EeckhoudtSenior Consultant

Dennis De CatSenior

Consultant

Inge Van IsraëlJunior Consultant

Frederik SunaertJunior

Consultant

Valerie VosConsultant

Kenneth De MaeyerSenior

Consultant

Sophie Van OrdenManager

Dirk BlondeelSenior

Manager

Chloé GirardJunior

Consultant


1. Introduction 5’

2. THoM’ster class 60’If you’re not a brand, you’re a commodity

3. Case - group discussion & presentations30’

4. Wrap up 15’

5. Let’s have a drink! …

Welcome to our 1st THoM’ster class!


The House of Marketing as proud member of the Quanteus Group

Thomster Class on Brand Management – November 3rd 2015 5

Mission statement of The House of Marketing


Our team projects combine a mix of competences with

varying involvement in function of the

project stage

We work on exciting client projects – in team or individual placement set-up

Our individual placements are supported by the THoM

organizational structure

Tailored mix of:Strategic marketingProject management

Domain expertiseConsultant support

Core team set-upYOU

Counselor &

mentor

All other consultants

Knowledge base of The House of Marketing


No two assignments are the same at The House of Marketing

Elise is working as anOnline Content Manager for a leading automotive brand

Thomas is working as a Project Leader

for a media company

Lise is working as aJunior Project Managerfor a FMCG brand

Laetitia is working as aCash Management Marketerfor a leading bank

Inge is working as aConsultant on

brand positioningfor a pharmaceutical provider

Maxime is working as anInnovation Manager

for a premium chocolate brand

Dennis Peeters is working as aDigital Project Managerfor a leading bank

Caroline is working as aMarCom Project Leader

for a human resources company


3 Master Classes on 3 different marketing topicsGuiding you through the complete customer life cycle

Incl. real life cases from our THoM consultants

THoMers share a passion for marketing, and now it’s time to share some of it with you





4. Wrap up 15’




Let’s start with you!


Which brands do you like?


Some strong brands


… and why?

customization

Clear presence

recognizable

Focus on a certain lifestyle

Experience that is created around the

brand

Became very famous in a few years

uniqueBased on user

insights

consistent

Inspires you to live happier

Tone of voice Answers a need


?


Which product is a top product?

Question


Some strong products...


… and why?

Practical

Qualitative

Durable

It always meets my expectations

Strong emotional connection

Can be found anywhere

StrongDecent quality

& low price

Innovative technology

Easy to use

Differentiating Beautiful


What do you think of the following brand campaigns?


TV

https://www.youtube.com/watch?v=6xivPl8MTg0

https://www.youtube.com/watch?v=f4TVRPvFGt0

https://www.youtube.com/watch?v=tHeRzzRVYmg


Radio

20

https://www.youtube.com/watch?v=6myhH3F0ctw


What is a brand?


A brand is not .....


... And not .....


.... And not ....


A brand is a world of experiences


Which experiences qualify the brand Carrefour?

Question


The promotions

The shops

The casiers

The logo

The private labels

The communication: folders, tv

commercials, emailing, DM...

The parking

The assortment

The pricing The shoppers

The help desk

The quality of goods

The instore navigation

The personnel

The evolution

The claim/promise

The opening hours

Tone of voice

The loyalty card

CSR/sustainabilitty policy

The caddies

.............

Nowadays, a brand has an uncountable number of

“brand drivers”


A promise between a company and its customers …

… of emotional and functional benefits around products, services, image and experience in the large sense

So finally... What IS a brand?


“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Donald Calne, Neurologist

How important is emotion for the brand success?

Lovemarks put more focus on the emotional bonds because these create “loyalty beyond reason”

(Saatchi & Saatchi philosophy)


Forging an emotional tie with consumers is one of the strongest ways to protect your brand from copycats


Building a strong brand with # FACTS


FACTS is a pragmatic and result driven vision that helps to make the right choices in a complex marketing environment

FACTS will improve Return on Marketing Investments by focusing on the right business, aiming for simplicity &

relevance

FACTS will make the brand more reactive and ready to tackle all

marketing challenges & changesFACTS will generate stronger innovation

that attracts customers’ attention

FACTS will strengthen Marketing credibility in the Board by making

its initiatives tangible

FACTS will make business’s performance more sustainable and so more solid


Does my brand convey a single & consistent message?


Are we able to handle 21st century consumers?


Does our brand challenge the status quo?


You need a strong business case to convince your CFO

40

The revenues, costs and resulting profit taking a discount factor into account

The break-even point

Best and worst case scenarios

You assumptions

Am I sure the brand will boost your business?

http://www.google.be/url?sa=i&source=images&cd=&cad=rja&docid=5edCuon8m6a0BM&tbnid=--7qZJ1UK5-mQM:&ved=0CAgQjRwwAA&url=http://www.nrcc.org/2013/05/03/obamacare-by-the-numbers/&ei=pOKsUeLgD4m-ObDVgdgE&psig=AFQjCNGmiJIWoC5MfEGcMTiwZZvTqW_ReQ&ust=1370371108352006


You also need a passionate story to convince your CEO

41

CEOs want figures but they also need to feel it so show them:

Why it is relevant for the consumer

Why you are so passionate about it

http://www.aac.bm/assets/uploads/featured_image/d0881-Heart_800x600.jpg


Some cases examples to prove it

42

New DreamBaby logo:-New DreamBaby logo has not been approved by Jef and Frans Colruyt

-Market research was really positive but they don’t feel it!

Launch Mobile Postcard at bpost:-Business case was really challenged by CFO- Johny Thijs, CEO of bpost only asked us to convince him to download the application

Danette launch in Canada:- R&D and CMO thought something - Consumer insights brought a clear view on

customer expectations... Market research recommandation turned into a 20% boost in the sales in the 1st semester

http://www.google.be/url?sa=i&rct=j&q=dreambaby&source=images&cd=&cad=rja&docid=_qE7i0O6u4w8HM&tbnid=aKeFYRzQ1GQkcM:&ved=0CAUQjRw&url=http://www.dreamland.be/dreamland/static/geboortelijst_n.shtml&ei=2aWoUcyFDe2m0wXY-YDwDg&bvm=bv.47244034,d.d2k&psig=AFQjCNHv28GgaTedLwmWFErgRVFGUQtUaA&ust=1370093395862687

http://www.google.be/url?sa=i&rct=j&q=mobile+postcard&source=images&cd=&cad=rja&docid=0uhy8j9ADlCQCM&tbnid=a77lR-fqEjh6KM:&ved=0CAUQjRw&url=http://www.ringring.be/nl/2165/Nieuws/mobile-postcard-by-bpost/&ei=c6aoUbfdJcaa1AWO_ICYDg&bvm=bv.47244034,d.d2k&psig=AFQjCNGjCzNQwgf72xTLXS60ubqj7njsVQ&ust=1370093553597715

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.colruytgroup.be/nl/onze-activiteiten/voor-particulieren/dreambaby&ei=vx5XVPbFEsjeaOC0grAM&bvm=bv.78677474,d.d2s&psig=AFQjCNEL0pX1WNE1a4gfhlPbmEvCfL3IEQ&ust=1415082020620223


Does my brand try to make the world a better place?


The leader brand’s check list

Does your brand convey a single & consistent message? 1Are you able to handle 21st century consumers? 2Does your brand challenge the status quo? 3Are you sure your brand will boost your business?4Does your brand try to make the world a better place?5


The successful FACTS story of Michel & Augustin


F


Customer engagement in product recipe elaboration

Agile, customer engagement, flexibility & speedA


Customer engagement in product name choice

Agile, customer engagement, flexibility & speedA


Agility is also detecting trends... ... And adapting them to the customers needs

A


C

Recruitment


C

Ads


43% growth40M€ turnover

Strong ambition: “Triple the business through

innovation & quality”

T


S


Brand Management


The fundamentals of branding

55

knowledge equity


Framework for brand management

Analyze branding opportunitiesCould the brand make a useful, unique and credible promise?

Analyze the 4 C’s: customers, competitors, company & collaborators

Choose the brand positioningNo promise, no brand

Functional promiseEmotional promise

Design the brand identityThat delivers the brand promise

Create the identity via brand elements & marketing drivers

Monitor brand knowledgeSources of brand equity

Brand awarenessBrand imageBrand evaluation

Measure brand equityIncremental impact of the brand

Overall brand evaluationConjoint analysisBrand valuation analysis

Manage brand equityAdapt identity to stay relevant

Against generics & private labelOver time & spaceAcross categoriesAcross linked brands

1

2

3

4

5

6


Proposition Functional benefits

Emotional aspirations

Clear insight in:Customer Insights

TrendsClear insight in:

Is it relevant?

Is it unique?

Is it sustainable?

Is it credible?

Is it feasible?Core Competencies

Clear insight in:

Creating a strong brand is an intense process with tough criteria


The positioning will be described in terms of a statement:

• WHAT the brand does

• For WHO

• HOW (in which way, specific matter),

• BENEFITS for the customer

x is the most customer driven and expert retail chain for homebaking and garden & animal care

For all hobbyits (30+) in garden, animal an/or homebaking

Starting from its expertise and customer insights x offers proactively sustainable and trustworthy solutions. Passioned by their expertise x’s people assist the customers with advise and expert help

X guarantees its customers certainty of results and more pleasure from their activities

Example of a positioning statement:POSITIONING STATEMENT


foun

dati

onPo

siti

onin

gU

SP

Insights/analysis (Market) Strategy

Customer

Market

Competition

Business

Corporate/brand vision Corporate/brand mission

Segmentation/targeting

Brand essenceBrand Personality

Brand values

Positioning Statement: What the brand does, for who, how (in which way, specific matter), benefits for the customer

(relevant, unique, fit with equity, sustainable)

Discriminator

Reason(s) to believe

Brand identity card


Brand architecture


What are the models of cohabitation for brands?

Brand architecture


The brand architecture is linked to the heritage, the evolution of the company and the company objectives


The Brand Architecture Cube: which extensions are possible?

63

Parent brand

Vertical extension

Horizontal extension

Relationship

Premium

Cheaper

Similar

Category A Category B Category C

Independent brandLinked brand (endorsement)

Same brand (sub-branding)


Line extensions have to fit with the brand’s positioning and USP


In the beginning, there was … the Dove soap bar

1957


Years later, the Dove brand has many extensions, all communicating the Dove USP

…

bran

dpr

oduc

tEx

tens

ions

1 USP 1/4 moisturing

cream


In a House of brands, every brand needs it’s own positioning and own USP

Volkswagen Group (vertical extensions)


#notfocused

Focus on hardware? Which category? Or focus on content? Big loss of MS in televisions, gaming, ....

Recent evolution ... focus on “entertainment”.....


Conclusion


Key takeaways

A brand = a promise between a company and its customers of emotional and functional benefits around products, services, image and experience in

the large sense

Creating a strong brand is an intense process with tough criteria, where multiple stakeholders have to be involved.

Always pay attention to the Architecture of the brand ! Do the different products fit within the brand’s

positioning? Do the different brands fit within the house of

brands?





4. Wrap up 15’


71


Thank you for your attention! (and now it’s time for a drink...)