brand performance management approach
DESCRIPTION
Brand Performance Management approach, Proof & Promise, Presentation at European Communication Summit, EACD, Brussels, June 2013TRANSCRIPT
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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!
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