Brand new me!Learning from the business world

Maurice McCartney

Entrepreneur in Residence, Careers Service

“A business has to be involving, it has to be fun and it has to exercise your creative instincts”.

Richard Branson

Occupation:

Sculptor of stone lions

Nature of work:

I chip away all the bits of stone

that are not lion!

Demystifying business

Response in the 1981 Census

What we will cover today

• Some business basics

• Marketing and why it is important

• Understand the customer market

• Brands and branding

• You and your brand?

Business basics

Where do you want to be?Two elements to a good vision

Mission

Your purpose and primary objectives.

Defines the key measures of success

Values

Your ‘guiding beliefs’ about how things should be done.

Shapes what people think about you.

A good vision will give everyone a frameworkfor every decision at every level

Your strategyThree things to consider

Customer needs

Your capabilities

Competitors

Your uniqueness!

“I look to the future because that's where I'm going to spend the rest of my life”.

George Burns

About marketing

What is marketing?

Marketing is the management process responsible

for identifying, anticipating and satisfying customer

requirements profitably.Chartered Institute of Marketing

The action or business of promoting and selling

products or servicesOxford Dictionaries

It’s about more than just advertising!

Importance of marketing

In many companies the marketing function or Brand

Management role leads on to the CEO position.

• Dave Lewis joined Unilever as a Brand Manager in 1987:

appointed CEO of Tesco.

• Giuseppe Fusco joined Procter & Gamble as Brand

Manager in 1991: appointed Vice President of Development

at Unicef.

• Mike Clasper, an engineer from Cambridge, joined Procter

and Gamble as a Brand Manager in 1978: appointed CEO

of London Airports Authority, Chairman of HM Revenue

and Customs

Importance of marketing

Sir Nicholas Kenyon CBE , MD of the Barbican

Centre was asked what he looks for in arts

management recruits:

He said “a deep understanding of branding and

brand development”.

The customer market

What market are we in?

"When we bought Odeon the management team really

believed they were part of the film business.

I had the difficult job of explaining to them that they were in

the popcorn-selling business."

Guy Hands, Terra Firma (Private equity group)

What do these brands

have in common?

What do these brands

have in common?

Segmenting customers

can be really helpful

• Thinking of individuals is impossible.

• However, we can group people based upon

common behaviours, attitudes and needs.

• Not necessarily the obvious characteristics e.g.

gender, age.

• We can tailor marketing activity to each segment

e.g. Product, promotion, pricing.

Tailored product ranges

PerformanceSeeker

SensorialitySeeker

HealthSeeker

ValueSeeker

P&GDetergent

Brands

UnileverDetergent

Brands

Customer segmentation for organic food

Think about the customer market for organic food:

• How might it break down into groups of people

with similar attitudes, behaviours and

characteristics?

Customer segmentation for organic food

Segment Characterised by % pop

Organic advocates Very positive about organic produce with strong

recognition of positive benefits and positive

perceptions on value for money.

19%

Organic

environmentalists

Being generally positive about organic produce

but with a strong emphasis on the environmental

benefits and also a concern for food provenance.

21%

Price and origin

conscious

Price being a major barrier to organic consumption

but provenance being important to them.

14%

No food production

concerns

Displaying a lack of interest in the production

methods of food whilst not necessarily being anti-

organic.

16%

Environmental

doubters

Tendency to doubt many of the benefits of organic

but are particularly sceptical of the environmental

benefits.

15%

Organic detractors Generally negative views with organic value, taste

and quality in particular not recognised.

15%

Source: BOBL, Organic Centre Wales

Brands and branding

Uber: founded San Francisco 2009, Paris/London

2012, Sales $10B

Importance of Brands

Starbucks: founded Seattle 1971, IPO 1992, Japan

1996, UK 1998, now 21,536 shops and $14.9B Sales

(€13.5B, £9.8B)

Red Bull: introduced Austria 1987, US 1997, $5.6B

Sales (€5.1B, £3.7B)

Innocent: founded UK 1998, £215M UK Sales, now 90%

owned by Coca Cola Co

The Procter & Gamble Company

Importance of Brands

Brand management was invented by Neil McElroy of P&G in 1931.

Importance of branding

“Consumers who make decisions based purely of facts

represent a very small minority.

The vast majority, however, consumes and shops with their

mind and heart, or if you prefer, their emotions.

They look for a rational reason: what the product does and

why it is a superior choice.

And they make an emotional decision: I like it, I prefer it, I

feel good about it.”

Maurice Lévy, Chief Executive, Publicis Group (Saatchi & Saatchi)

Your favourite brands?

Think about your favourite brands:

• What would you really miss if it disappeared?

• Why?

A couple of my favourites #1

A couple of my favourites #2

Brand Equity Pyramid

Brand Idea: The essence of

the brand

Features & Attributes: Tangible assets of the product or service -

Focus on the most desirable or differentiating

Functional benefits: Summarises the tangible benefits to

the consumer

Emotional Benefits: How does your product/service make

the consumer feel?

Brand Product/Persona: Manifestation of the brand in human

characteristics

Maslow’s Hierarchy of Needs

Brand Equity Pyramid

Brand

Idea:

Features & Attributes:

Functional

benefits:

Emotional

Benefits:

Brand

Product/Persona:

Try it for Coke and Pepsi

Brand Idea:

“Coke brings joy”

Brand Features & Attributes:

brand and logo: red colour, lettering, bottle shape

reliable – consistent, always available

Functional benefits:

“The reference for colas”

refreshing, unique flavour, tasty, energy giving

Emotional Benefits:

happiness, optimism, fun,

authenticity, coming together, uplifts

Brand Product/Persona:

simple moments of pleasure,

community/family & friends

Brand Idea:

Spirit of adventure

Brand Features & Attributes:

brand and logo: blue colour, ‘Pepsi globe’

mainstream cola

Functional benefits:

“Preferred in blind taste”

refreshing, sweeter, less fizzy, urban chic

Emotional Benefits:

fun, ‘blue cool’, social acceptability, high

quality, satisfaction

Brand Product/Persona:

young, edgy,

competitive, exciting

Brand identity case studies

The good, the bad and the ugly!

Citroen brand identity change

Why change?

• Citroen positioned at value end of the market

• Competitive sector (especially Korean cars)

• Sales down 17% in 2008

The brief• To create a more sophisticated look and feel

• Retain what is valuable and instantly

recognisable as Citroen

• Force consumers to reconsider the brand

New image, style, font, use of colours and word

Citroen brand identity change

Little Chef logo change

Why change?

• New healthy eating menu:

reduced salt, fresh ingredients,

salads.

The brief• To create a logo to complement

the new menu.

Little Chef logo change

“Little Chef drops slimmer logo after 15,000 complaints”

Lonsdale brand experienceThe background

The headlines in Germany:

“Lonsdale faces ban over neo-Nazi

associations”

“Neo-Nazi teenagers fight in British

boxing's No 1 brand”

Lonsdale brand experienceThe problem

What would you do?

A marketing response:

• Introduces slogan: ‘Lonsdale loves all colours’

• Sponsors Gay pride festivals and multi-cultural events.

"Our aim is to become uninteresting to far-Right people"

Lonsdale brand experienceThe solution!

About you

Baggs, the brand!The Apprentice

Think about their:

• Career vision and objectives

• Values

• Benefits they bring to an employer

• What makes them unique

Some essentials

• Be consistent

• Be careful!

A student’s brand strategyThree things to consider

Employer needs

Your capabilities

The competition

Your uniqueness!

Your motivations and interests

Your knowledge, skills, experience, qualities

Job description &

Person specification

Fit with team

Future potential

What others can do?

Why me?

My brand exercise

Think about:

• Your vision, objectives, values

• The benefits you bring to an employer

• What will make you stand out (uniqueness)?

Task

1. Reflect on the areas in the My brand template.

2. Start to think about how you might strengthen or

develop your brand

Thank you!

Wrap up

Coming soon!

Insight into Business and Board Membership

Open to University staff interested in contributing to the

economy and society in new and rewarding ways.