brand performance management approach

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Brand efficiency, -alignment and-improvement

The New Normal

Marc CloostermanCEO VIM Group

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Contents for today’s session

Introduction

Branded organisations perform better

Managing the brand value chain

Case in point: ŠKODA

Evaluation instrument: Brand performance scan

Summary

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Introduction

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Branded organisations perform better…

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…and top brands outperform the market

Source: MILLWARD BROWN BRANDZ Report

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A brand makes the difference…

In a market where continuously new channels and platforms are created, the essence is often lost in the communicative translation and the use of technology.

Not (only) visual consistency… but brand consistency is the challenge!

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SOURCE: MARTIN LINDSTROM COMPANY/MILLWARD BROWN

And it does so multisensory, or 5D…

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My question to you:

If brand is regarded as a strategic asset…

… why is it not managed as a value chain where all the subsequent steps taken are focused on improving its performance?

… and why do most organisations put most effort in defining what the brand should stand for, and not in realising that promise (proof)?

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IKEA2005

IKEA wordle

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IKEA 20122011/12

IKEA wordle

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Bring strategic, creative and executional sides of brand(ing) together in a value chain and process!

The idea:

Use chain management principles

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The Brand Life Cycle

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The Brand Life Cycle

Determine the positioning, and how it will be organised and

planned by defining process and road map

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The Brand Life Cycle

Translate positioning into symbolism,

communication and behavior (i.e. naming, brand hierarchy

and identity)

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The Brand Life Cycle

Activate brand towardsemployees, customers, prospects and other stakeholder groups (i.e. delivering the brand promise)

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The Brand Life Cycle

Validate and evaluate brand promise delivery (i.e. proof); define and implement brand performance enhancements where required

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A case in point

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Case in point: DELETED FOR CONFIDENTIALITY REASONS

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1:X

for every Euro invested in strategy and creation, X Euros are on average needed for implementation

The branding investment ratio…

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:20

interesting of course is how this ’20’ will be financed and accounted for

The branding investment ratio…

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This is what you want to avoid…

Some obvious examples

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But brand promise and proof mismatch can be also more subtle…

Promise:Just as mobile, online and watching TV but against extremely favourable pricing

Proof:Four established advantages:•Fixed low price•Clear subscriptions•Always insight into your costs•Quality as it should be

For duration of one year: from € 41 for € 37.50 per month

Temporary free mechanic to the value of € 50

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So, how do we evaluate whether and how brand promise is delivered both internally and externally?

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Going back to the Brand Life Cycle

Brand Performance Scan

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Measure to what extent a brand fulfils its promise both in its internal and external (brand) communication

central de-centralacross channels & touchpoints

through the organisaionInside-out

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How?:

Using the Brand Performance Scan

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How?:

Using the Brand Performance Scan

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How?:

Using the Brand Performance Scan

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Results of Brand Performance Scan:

Road map to a strong(er) brand

Consul

to be

2013 2014 2015

sym

bo

lism

Co

mm

un

icat

ion

Behaviour

User work sessions

Training of individual target groups

Review most important processes

Measure progress

Analysis brand touch points

Redefinition proof points

Analysis external

Dashboard 1.0: provide insight in brand image / experience

Integrate with, amongst others,

social media

Guidelines Marketing Communications on basis of

redefined positioning

Translation positioning to target groups

Assess impact on people

Communication and quick wins

Adjust and secure

Definition of quick wins

Implement newly defined process

Ongoing development brand identity

Dashboard 2.0

Optimised Brand Management

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To conclude…

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The New Normal in brand management

The increased number of channels and touch points have created the

need for a more process driven approach to brand delivery

Using value chain management principles – for managing your brand –

will enhance company and brand performance

Regularly evaluate how brand promise is met by brand proof, as a way to

get around many internal processes

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Questions?

Thank you for your attention!

marc.cloosterman@vim-group.com

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