vivaldi intro li

Introduction to Vivaldi

OCTOBER 2015

Vivaldi Partners Group 1


ABOUT US

A bit about us…

Vivaldi Partners Group helps companies

identify new demand-based opportunities,

formulate strategies for innovation and breakthrough growth,

build strong brands,

create and realize engaging experiences,

and lead change through the development of people.

Our approach is highly tailored, collaborative,

and has a strong bias towards action


ABOUT US

Vivaldi at a glance…

Our Multi-Disciplinary 200+ Staff Our Global Presence

First brand equity

measurement model

by David A. Aaker &

Erich Joachimsthaler

Creation of new

brand strategy

model

Introduction of

industry-standard

brand architecture

framework

Publication of

award-winning

book on brand as

innovation-driver

Creation of

Social Currency

model

Wide roll-out of

location-based

mobile tracking

approaches


ABOUT US

Our capabilities…

200+ change programs and executive workshops, across the US, Mexico, UK, Germany, Spain, Australia, Russia, Ukraine, China, Singapore and Korea. Fostering cultural change throughout some of the world’s largest brands and organizations Facilitators, Industry Experts and Academics from Harvard Business School, Yale, IESE, Dartmouth and C-suite executives from the Fortune 500 A variety of digital and interactive platform partners who specialize in creating online social networks and collaborative learning environments

20+ years of experience Growth strategy through innovation and product development Deep strategy, research capabilities for brands, innovation strategy and process, and innovation playbooks, customer centricity, brand strategy, brand portfolio and architecture, marketing planning Clients include: 50 of the Fortune 100 companies 20% of the top Forbes Global 500

Over 300 branding, design and customer experience projects Clusters of design teams involving communications experts, graphic and product designers, linguists, creatives, psychologists and anthropologists, digital and social media experts Corporate identity, packaging design, web build, marketing planning and execution, communication planning and execution

Strategy Brand Innovation Growth Marketing

Organization Structure, Processes & Capabilities Change Management Education Training

Design & Digital Creative Communications Meaningful Physical and Digital Customer Experiences


ABOUT US

Our approach stems from thought leadership published by our

management team and Advisory Board over the years…

Vivaldi Partners Group thought leadership (Bibliography excerpt)

Vivaldi Partners frequently publishes articles in leading business journals & magazines

Brand Management

Growth Strategy

Innovation Best Practices Marketing Strategy Strategy

Digital Strategy

Brand Management

Vivaldi Partners advisory board members

Prof. Kevin L. Keller World leading academic and co-author of the definitive book on marketing strategy with P. Kotler.

Prof. David A. Aaker The world’s most highly renowned academic and thought leader on brand building.

We have pioneered many of the success principles of modern brand building


ABOUT US

See www.vivaldipartners.com to download studies

…and is fueled by our research and studies into the daily behaviors

of consumers and brand-building in the digital age

http://www.vivaldipartners.com

ABOUT US

Our diverse and global Vivaldi team has expertise in all aspects of brand strategy

7 Vivaldi Partners Group

Roland Bernhard Senior Partner Expert in brand leadership and engagement

Dr. Markus Zinnbauer Partner Head of Vivaldi Analytics Practice

Anne Olderog Partner Expert in brand consulting and former strategy director for major B2B firm

Dr. Erich Joachimsthaler CEO Vivaldi Group Thought-leader, author and trusted advisor of Fortune 500 firms

Philip Ryan Director E-Edge Extensive experience in brand positioning and implementation

Agathe Blanchon-Ehrsam CMO / Partner Communication & Digital Expert

Tarana Mehta Director Fifth Season Expert in digital strategy and marketing

German Yunes Senior Advisor Expert for growth and marketing strategies LATAM

Sandeep Sander Chairman APAC Complex international growth projects

Björn Sander Senior Partner Expert in strategic brand management

Larry Lucas Partner Expert in corporate business strategy, and brand purpose

Seth Traum Partner Expert for customer experience and brand activation

https://twitter.com/MarkusZinnbauer









ABOUT US

We have worked with all major industries across continents, in B2B and B2C, for brands both large and small, both local and global

Vivaldi Partners | Group

1000+ complex business problems addressed and solved

500+ brand strategies and brand assignments

250+ years of combined work experience by our team

50+ clients and brands in the Global Top 100 Companies services

25+ years of thought leadership about how to grow brands and businesses

16+ years since founding

We have vast experience in many industries, including yours

ABOUT US



ABOUT US

Over the years, our clients have asked us to answer a wide range of questions about how to generate demand…

What does the future of the payments industry look like? // How do you transform sandals into a fashion

statement for men? // How do you climb to new heights when creating an obstacle race in a crowded

market? // What can you do to encourage people to drink more beer? // How do you make a ubiquitous

snack appetizing again? // How do you convince bankers to be more empathetic? // How can a software

company bridge the gap between CMO and CIO needs? // How do you get multicultural youth to hydrate

for their daily hustle? // Can insurance companies be more approachable? // Can brand performance

measurement lead to greater brand equity? // How do we sell high quality basics in today's fast fashion

world? // Why are people always eating in a hurry? // How should brand building resources be allocated

across businesses? // When the bottom line is at stake, how do you drive customers back through the

doors of an upscale steakhouse? // How do you put the energy back in energy drinks? // Is ubiquity when

brands and knockoffs collide? // How do you start your day right? // How can a credit card better serve

emerging small businesses? // How can a German car manufacturer double its US sales?

ABOUT US

…to which we provide end-to-end solutions for growth


Positioning brands and portfolios for

growth

Expressing and activating

the brand

Transforming organization and culture

Understanding demand Building bolder innovation

• Brand Strategy

• Positioning

• Value Proposition

• Brand Architecture

• Brand Portfolio

• Brand Scope

• Strategic Growth Roadmap

• Innovation Strategy

• Innovation Pipeline

• Innovation Platforms

• Ideation Workshops

• New Concepts

• Brand Creation

• Verbal & Visual Identity

• Packaging & Retail Environments

• Web, Mobile & Social Development

• Integrated Marketing Planning & Roll-Out

• Communications & Social Media Strategy

• Customer Experience

• Employee Engagement

• Internal Branding

• Marketing Capability Development

• Innovation Processes & Capabilities

• Customer-Centric Culture

• Preparing Organizations for Digital Transformation

• Ethnographic Research

• Customer Insights

• Quantitative Research

• Consumer Demand Mapping

• Brand Performance Tracking

• Global Trends & Foresight


ABOUT US

We enjoy being confronted to companies’ biggest challenges and working with people who also believe in the power of brands

Brands are one of the only sources of

competitive advantage for a firm. Technology –

even the most advanced technology gets

obsolete or gets copied, capabilities get

outdated, assets depreciate—but brands keep

growing over time.

- CEO Erich Joachimsthaler on the value of brands

“ “


We would like to share a few examples of our work…

CASE STUDIES

WELLS FARGO

How do we innovate a new Rewards program to enhance the Wells Fargo Brand?


WELLS FARGO

Understanding what rewards consumers would want to integrate in their daily routines…

SITUATION

» Wells Fargo wanted to innovate a new Enterprise-Level Wells Fargo Rewards Program to

increase customer retention and engagement, as well as enhance the value of the overall

Wells Fargo brand

» The marketing team began developing the rewards platform before gaining customer input,

and approached Vivaldi to help ensure it designed a consumer-driven product before

bringing it to market

ACTION

» Conducted a detailed quantitative and qualitative research study to better understand what

makes consumers feel rewarded in their daily lives and to explore opportunities to integrate

the new rewards program into the consumer journey around financial services

» Developed a value proposition and brand positioning based on the target audience identified

» Created a marketing and communications strategy that supported the launch of the

revamped Rewards Program, including a brand roadmap for implementation

RESULT

» This work established a paradigm-shifting Enterprise-Level Wells Fargo Rewards Program

that related to consumers’ journey toward or achievement of life goals, both big and small,

practical and fun

» Vivaldi also helped Wells Fargo to design and message compelling features that specifically

related to this need for achievement that would ensure differentiation against other rewards

programs in the market


16

WELLS FARGO

…to develop a new program, allowing Wells Fargo to reward customers in ways competitors cannot

Value Proposition of New Rewards Program

Positioning to Differentiate New Program From Those of

Competitors

Fuel For My Journey

INSIGHT

It’s exciting to work toward my goals to

be my best self, but sometimes it’s hard

to make the time and find the energy

to make it happen.

Target For those who work towards their goals to become

their best self, but find it hard to find the time and

energy to make it happen

Frame of Reference Wells Fargo’s ‘Rewarding You’ is the rewarding

program

Single-minded Proposition That makes you feel continuously energized to

pursue the goals that matter to you, both large and

small, practical and fun

Reasons to Believe Because only Wells Fargo offers you a suite of

rewarding experiences that grows with you and

those important to you.

⨠ Knowledge – Information and insights that

help you achieve what matters to you (e.g.,

Motivational Mentor)

⨠ Recognition – Be recognized for progress

towards personal goals (e.g., Celebrate

Small Steps)

⨠ Goods & Services – Flexible rewards

tailored to your needs (e.g., Curated Goods

& Services)

⨠ Generosity – Be generous toward others

(e.g., Donation Matching)

16 Vivaldi Partners Group


How can airbnb maintain its global growth rates, grow profitability and efficiently target current & future customer segments?

AIRBNB

In-depth understanding of traveler and host segments and their specific needs…

AIRBNB


SITUATION » To maintain the high global growth rates, Airbnb wanted to understand purchase drivers of travelers and hosts » Understanding future target segments and how to reach out to them » How to build a brand within the hospitality industry and their target groups » How to grow profitably » Targeting marketing expenditure towards the “right” customers

ACTION » In-depth traveler and host understanding - qualitative (focus groups) and quantitative research » Segmentation map development » In-depth description of all relevant target segments » Mapping of needs and wants – describing target groups’ purchase motivations

RESULT » Derived and sharpened brand identity and brand strategy » Maintenance of Airbnb’s growth speed and velocity » Further penetration of the US and Western European markets » Eased identification of future growth segments » Strengthened foundation of one of hospitality industry’s “hottest” brands


WESTERN UNION

How can Western Union capture mainstream opportunities in the traveler market?


WESTERN UNION

Rethinking the needs of travelers…

SITUATION

» Western Union wanted to understand how to change the brand’s perception from a resource

for emergencies and migrant workers to a go-to resource for tourists and leisure travelers

ACTION

» Conducted a detailed quantitative and qualitative research study to better understand

travelers’ needs and pain points

» Based on consumers’ needs, identified a viable market opportunity among a new set of sub-

segments for Western Union to target

» Developed a variety of new product concepts that Western Union could undertake to better

serve the needs of the target audience identified, and tested them with the targeted

segments to understand their likelihood to switch to using Western Union in the future

» Created a go-to-market strategy for the pilot launch of the winning concept

RESULT

» This work led to what is now known as Western Union’s TravelWise product


WESTERN UNION

…to develop new products, taking Western Union from a reactive resource in emergencies to a go-to resource for all travel

Product

High limit for big money need (e.g. book a flight

or a car)

Attractive value adds for gold card holders

Subscription service for longer stays

Pricing

Communication of reasonable fees and costs

for getting money abroad

Price differentiation e.g. rural vs. city, number

and amount of withdrawals

Distribution

Fulfillment partnerships with banks, and credit

card and travel insurance companies for

emergencies

Partnerships with agencies, tour operators, and

booking platforms

CUSTOMER FIRST-DRIVEN, GROWTH PLATFORMS

NEW TRAVELWISE PRODUCT AND GO-TO-MARKET

STRATEGY

Communication & Advertising

Campaign input and communication themes

Travel relevant media: magazines, guides,

forums and booking platforms

Agent finder app / community launch

Balanced Tourist

Purposeful Planner

Cautious Traditionalist

“Independent Solutions Provider”

In times of financial turnoil and… affairs are generally perceived as tiring and

inefficient. In addition, the majority is convinced that talking to an insurance agent

about products is not only time consuming but also a highly subjective and

unsatisfying recommendation. Today`s online solutions allow customers to

compare products. However, existing user interfaces lack in ease of use.

The XY-Group faced this challenge by providing an ideal online support for

customers seeking financial products that match perfectly to their individual

financial situation and expectation. Further, customers have full control of the

entire process. Thus they can decide independently if they want to compare

different financial products according to personal criteria, if they want to check the

recommendations from their own financial adviser or if they easily want to buy an

interesting financial product online.

This new and unique financial service is characterized by intuitive tools and user

interfaces and is only possible due to XY´s independent online finance portal.

XY empowers customers to manage their financial affairs easily, independently

and efficiently.


ALLIANZ

How do we drive innovation by teaching Allianz Leadership how to innovate against customers’ digital needs?


ALLIANZ

Using a workshop-based approach to think like the customer…

SITUATION

» Allianz hoped to augment its digital presence to remain relevant to its target audience, and,

using channel-specific trends, construct innovation platforms for its digital services

» Allianz asked Vivaldi to develop workshops for leadership (within marketing and other

cross-functional teams) to learn how to study digital natives’ behaviors and develop

innovations based on the habits, challenges, and needs identified

ACTION

» Developed and launched a “Concept-Camp” that served as a blueprint for country-specific

innovation workshops

» Taught Allianz teams how to think about and identify “tomorrow’s customers” and develop

relevant innovation platforms against existing as well as future needs

» Recruited super users & trendsetters (B2B & B2C customers, startup founders, social

media influencers, bloggers, payments experts, etc.) to attend Concept-Camps as

participants to immerse Allianz teams into the world of digital natives

RESULT

» Established a foundation for innovation and digital transformation projects among senior

staff based on customer-centric immersion and co-creation

» Developed a digital roadmap for the development and implementation of the identified

projects as quick-win outputs (e.g., social media guidelines, apps)


ALLIANZ

…Allianz learned how to develop innovation platforms for its digital services

Concept Camp

Lead User Pre-Workshop

Business Case Modeling

Plattform 3:

HEALTH

Plattform 2:

RETIREMENT /

PENSION

Plattform 1:

MOBILITY

Strong customer need

Weak customer need


Weak customer need


Weak customer need

Information

Value

Functional

Benefits

Emotional

Benefits

Digital Innovation Pipeline

Customer Need Evaluation

CO-CREATED CONCEPT PLATFORMS

NEW DIGITAL PIPELINE AND INNOVATION APPROACH


What are current brand equities, what do people think of the brand, and what can SLH do about it?

SMALL LUXURY HOTELS

In depth understanding of how the brand resonates with people and plotting a path forward…

SMALL LUXURY HOTELS


SITUATION » A small boutique luxury hotel consortium with over 500 locations across the world was looking for a new long term strategy » With industry pressure, from booking.com and other major brands entering the boutique luxury hotel space, SLH needed to

understand it’s role among consumers and how to exploit it

ACTION » In-depth interviews with Travel Agents, Hoteliers, Executives and Customers helped revealed the view of SLH in the minds of all

its stake holders » The quantitative study helped identify the true brand equities and new differentiating equities that SLH could own compared to

competitors » Insight-driven brand strategy was developed to exploit these differentiating opportunities in the market

RESULT » A clear understanding of what SLH stands for in the mind of consumers » A newly defined and well received “north star” positioning that will guide SLH and its member hotels over the next 5 years » Updated communications to better appeal to new and existing customers


How can the well-loved but aging steakhouse bridge the gap between its tradition and the needs of today’s and tomorrow’s steak eaters?

RUTH’S CHRIS STEAK HOUSE

In depth understanding of category and design of guest experience for today and the future…

RUTH’S CHRIS STEAK HOUSE


SITUATION » Shift of the fine-dining value proposition, post-recession » Lack of differentiation among steakhouses » Need for greater relevance to today and tomorrow’s steak-eaters, given Ruth’s Chris’ over-dependence on the Boomer segment » Lack of brand vision and strategic framework was handicapping the roll-out of growth initiatives

ACTION » Cultural anthropological understanding of guest mindset and behaviors, beyond dining-out occasion » Future trend research to forecast the evolution of category and consumer needs » Brand strategy definition, including future-state vision » Translation to the desired ‘total guest’ experience » Food, service and atmosphere initiatives recommendations RESULT » Sharpened brand strategy and positioning » Mindset transformation and cultural change initiated » Created model for inter-agency collaboration for coordinated campaign planning » Client since 2007, with consistent positive topline growth (+3.7% 5-year CAGR since 2007)


VOCALINK

How do we develop a compelling brand strategy that differentiates us against existing as well as future competitors?


VOCALINK

Outlining a strategy for future growth…

SITUATION

» VocaLink, a payment systems company headquartered in the United Kingdom,

approached Vivaldi to help it devise a brand strategy that would credibly position the brand

against a broad set of competitors (of today and tomorrow)

ACTION

» Evaluated the current payments market to identify VocaLink’s points of parity and points of

differentiation against those of competitors

» Defined where VocaLink is currently positioned in the market, and where it should be

positioned in the future

» Created a new brand strategy in close collaboration with the client, conducting strategy

workshops with key stakeholders, to bring the proposed positioning to life

» Developed a messaging toolkit to guide communications of the brand value proposition to

a wide range of audiences, including Employees, Customers, Investors, and Regulators

RESULT

» A clearly outlined Frame of Reference that serves as a guide for VocaLink’s future growth

strategy, revised brand values, and new vision for the brand

» A restructured brand architecture and product portfolio with renamed products that clearly

reflect their benefit to VocaLink’s customers


VOCALINK

…required positioning the brand in a new territory against competitors of today and tomorrow

B2B customer

orientation

Everywhere you want to be /

Enabling new commerce

Sound solutions.

Solid results.

Streamlining, automating &

managing financial processes

Reducing migration

complexity –

transitioning from

past to present

Au

die

nce f

ocu

s

Brand positioning emphasis

Infrastructure (what we have)

Process (how we do it)

Personality (who we are)

Purpose (why we do it)

Service (what we do)

Products (what we sell)

End-consumer

orientation

Shaping the Payments

Landscape

Tomorrow?

Re-imagining money – offering real-time

payment solution built on existing

banking and credit card infrastructure

Today

A world of insight

Universal Payments

Powering electronic

payments and banking

ILLUSTRATIVE

Reducing complexity & lowering

cost across entire payment chain

Helping clients to derive insights

& make informed decisions

Make every decision count /

Helping businesses to

automate, improve & connect

decisions

Priceless /

Making payments

safe, simple & smart

Helping financial organisations

move at the speed of business,

across channels into new markets

Positioning the VocaLink of Tomorrow


How can The Address as a brand set itself apart from other luxury hotels?

THE ADDRESS

Focusing on the guest experience…

THE ADDRESS


SITUATION » Emaar, the major real estate company based in Dubai, builder of the world’s tallest tower, committed to a global roll-out of a new

premium hotel concept » Core idea: deploy a concept that is “4-star plus” from a cost/capital view but “5-star plus” from an engagement and excitement

perspective. » Some analogous concepts may include The “W” and some of the boutique hotels in the Ian Schrager Group

ACTION » Insights and choice drivers in international leisure and business traveler market » Customer and Brand strategy including identity, positioning, value proposition and targeting » Customer experience with signature elements (e.g. Spa experience, biz center) » Naming framework, selection and briefing of design agency

RESULT » The first “The Address” opened in the middle of the economical and real estate crisis » Despite these circumstances and fierce competition, the hotel had from the beginning occupancy rates of 95% on average » Awarded with several awards and accolades such as Best International Hotel Spa for a City Break (The Spa Traveller Awards),

Readers Travel Award (Condé Nast Traveller), or UAE's Leading Business Hotel (World Travel Awards)


TESTIMONIALS

We’re always eager to introduce you to our past clients, and share below some sample client testimonials

“Vivaldi is like a transmission system. They are the only company I have ever seen who can truly and seamlessly integrate deep insights and analyses, and link strategies to concrete guidelines which results in powerful action.” Dwight Riskey (Former EVP, Frito Lay)

“Vivaldi Partners’ rigorous and fact based approach has helped us for decision making to successfully reposition Volkswagen in North America.” Stefan Jacoby (former CEO Volkswagen of America)

“Vivaldi Partners is not a typical consulting firm, but a truly collaborative partner that helps to bring strategy into action.” Dr. Martin Enderle (CEO, Scout24)

“The Vivaldi Partners team is an outstanding group of experts. They deliver robust, customized tools to steer the entire operational and organizational process. They bring strategy to life.” Martin Kreiter (Head of Marketing, Hermes)

”Vivaldi Partners combined craft and science to develop a fully integrated toolset for our marketing planning and reporting, putting us ahead within our global organization” Nicole Zimmermann, (VP Global Customer Strategy & Relationship Mgt., Western Union)

“I know Vivaldi Partners as competent partner at our side that stands out by mastering customer-oriented tools and imaginative creativity in the area of innovation.” Joseph Kumar Gross (Global Head of Group Market Management, Allianz SE)

“When we worked closely with them a few years ago, I was amazed how quickly they understood the complex and global inflight business and arrived at a brand identity that is valid and powerful also for our solution businesses. Beyond the results, I very much appreciated the fruitful and collaborative team play with them.” Josefine Corsten (SVP Corp. Comm. & Marketing LSG Sky Chefs)

G l o b a l H e a d

O f f i c e

1 3 C r o s b y S t r e e t ,

T h i r d F l o o r

N e w Y o r k , N Y

1 0 0 1 3

T + 1 2 1 2 9 6 5

0 9 0 0

F + 1 2 1 2 9 6 5

0 9 9 2

n e w y o r k @ v i v a l d i

p a r t n e r s . c o m

G l o b a l H e a d

O f f i c e

1 3 C r o s b y S t r e e t ,

T h i r d F l o o r

N e w Y o r k , N Y

1 0 0 1 3

T + 1 2 1 2 9 6 5

0 9 0 0

F + 1 2 1 2 9 6 5

0 9 9 2

n e w y o r k @ v i v a l d i

p a r t n e r s . c o m

New York

Chicago

Toronto

Buenos Aires

London

Munich

Zürich

Hamburg

Singapore

Cape Town

We look forward to hearing from you!

vivaldi intro li

Documents