brands at the speed of life - designing a purposeful brand, powerful experiences and the...

BRANDSAT THE SPEEDOF LIFE

BEST GLOBAL BRANDS 2015

All trademarks, logos, brands, and product names referred to in Best Global Brands are the property of their respective trademark owners. Interbrand does claim any affiliation, sponsorship, or endorsement with any owner or mark.

B Financial Forecast $

% Role of brand

Brand strength

Brand"value

Interbrand’s Brand Valuation Methodology

3

The overall value of the entire table is up 7.4% (from $1.6 trillion to $1.72 trillion)

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While there are 15 automotive brands in total, the 13 technology brands truly dominatethe ranking—making up more than a third of its value (33.5% of the total table value)

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1 2 3 4 5

6 7 8 9 10

+43% $170,276 +12% $120,314 –4% $78,423 +11% $67,670 –10% $65,095

+16% $49,048 0% $45,297 –7% $42,267 –6% $39,809 +29% $37,948

Top 10 Brands($ in U.S Millions)

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+54% $22,029 +43% $170,276 +29% $37,948 +22% $10,944 +19% $9,082

+17% $6,257 +17% $7,243 +17% $5,551 +16% $6,266 +16% $5,130

23 2015 29 2014

1 2015 1 2014

10 2015 15 2014

41 2015 46 2014

49 2015 56 2014

68 2015 77 2014

59 2015 66 2014

76 2015 88 2014

67 2015 76 2014

86 2015 92 2014

Top Risers ($ in U.S Millions)

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Age of Identity Age of Value Age of Experience Age of You

Brands act as "a tool to identify and differentiate offering

Brands leveraged "as assets to improve business decision making

Brands inspire new products and services to become a connected ecosystem

Brands strive "to become an intelligent and personal partner

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Creating a world that’s designed around our personal needs

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At it’s heart digital is a triumph of design thinking

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1. Designing a strong purposeful brand

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Why?

Profit as an outcome, not a single minded focus…

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…brand is more than just a badge

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The Apple Store, Zorlu Center, Istanbul

Where the brand connection is made through storytelling

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Stories that cut across the generations. From reborn boomers…

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….to Gen Z who will shortly be running your company…

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…to Gen Alpha, who are just getting started

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To tell a great story, you have to live a great story

Have beliefs

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Be a storydoer, not just a storyteller

Make sacrifices

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Create different futures, based on your values

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82

$5,362

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2. Designing powerful brand experiences

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Powerful experiences create enduring competitive advantage

Uber, the world’s largest taxi "company, owns no vehicles. "Facebook, the world’s most "popular media owner, creates"no content and Airbnb, "the world’s largest accommodation provider, owns no real estate. " "Tom Goodwin, SVP Strategy and Innovation, Havas Media

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Design thinking drives better outcomes

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People, not consumers

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Map where they spend time, what they value & where your brand collides

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Remove friction and create powerful interventions Understand where the value is and how much to invest

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Personas

Persona name

Touchpoint and role of touchpoint



Persona name



Persona name



Persona name



Persona name

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Create powerful hallmark experiences & remove friction

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Get prototyping

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See the world through new eyes

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Deliver delight

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Fuel your brand

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Use data to predict the future, not analyse the past

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Make it hyper-personal

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Get ready for a world without interfaces

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Whatever you’re wearing

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Embrace the power of artificial intelligence

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Services that help us live better lives 3. (Re) Designing the organisation

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Strong masterbrands deliver superior growth and mitigate risk

Source: Interbrand analysis of Best Global Brands

Benefits of the Masterbrand: •  Strongly engage, both

internally and externally •  Create differentiation •  Build consistency across

the portfolio

0%

10%

20%

30%

40%

50%

60%

70%

2005 2006 2007 2008 2009 2010 2011 2012 2013

TOTAL REVENUE GROWTH, 2005-2013!

Strong master brand strategy

Weak/inconsistentmaster brand strategy

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Designing a strong brand requires strong internal management

Authenticity The brand is soundly based on an internal truth and capability. "It has a defined heritage and a well grounded value set. It can deliver against the (high) expectations that customers have of it.

Relevance The fit with customer/consumer needs, desires, "and decision criteria across all relevant demographics and geographies.

Consistency The degree to which a brand is experienced without fail across all touchpoints or formats.

Presence The degree to which a brand feels omnipresent and is talked about positively by consumers, customers, and opinion formers in both traditional and social media.

Understanding The brand is not only recognised by customers, but there is also an in-depth knowledge and under-standing of its distinctive qualities and characteristics (where relevant, this will extend to consumer understanding of the company that owns the brand).

Clarity Clarity internally about what the brand stands for and its values, positioning, and proposition. Clarity too about target audiences, customer insights, and drivers. Because so much hinges on this, "it is vital that these are articulated and shared across the organization.

Commitment Internal commitment to brand, and a belief internally in the importance of brand. The extent to which the brand receives support in terms of time, influence, and investment.

Governance The existence of an operating model for the brand that enables the effective and efficient execution of the brand strategy

Responsiveness The ability to respond to market changes, challenges, and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.

EXTERNAL!FACTORS!

INTERNAL!FACTORS!

Differentiation The degree to which customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition.

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A strong masterbrand…

Brand Experience

Marketing Strategy

Brand Positioning

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Shaping the way the world sees your brand

…is driven by a strong marketing capability

Vision for the Function

Empowered Team and operating model

Talent, Skills, Platforms

Brand experience

Marketing Strategy

Brand Positioning

Shaping the way the world sees your brand

Building the function that drives the delivery

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Three core drivers for a strong brand/marketing function

1. Clear and inspiring vision

2. Empowered marketing organization

3. Competencies, skills and platforms

How

What

Why

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Organisational strategies

Universal leverage of marketing materials

Uni

vers

al le

vera

ge o

f Com

pete

ncie

s

Builder! Orchestrator!

Pilot!Supporter!

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From Supporter to Builder

OPPORTUNITY!

INTEGRATED

EMPOWERING

PROACTIVE

SILOED

CONTROLLING

REACTIVE

INSIGHT!

v v

v 50

Organization

Create an Insights "and Analytics team

Integrate identity, experience, "and governance

Combine advertising "and sponsorship execution

Create a Marketing "Operations team

Establish a specialized group focused on sponsorships "and media acquisition Develop specific organization changes for Phase 2: Orchestrator

Supporter to Builder Roadmap O

PPO

RTU

NIT

IES!

CONTROLLING

EMPOWERING

SILOED

INTEGRATED

REACTIVE

PROACTIVE

Ways of Working

Create cross-functional interdisciplinary, BU-specific teams to better align to BU objectives and create stronger integration

Implant BU employees into teams in BU liaison role to increase collaboration and efficiency Develop specific ways of working changes for Phase 2: Orchestrator

Process, Training, Tools

Marketing operating model Create annual planning process "& summit agenda Inc. aware of mktg’s value

Develop brand toolkit consisting "of frameworks to execute brand activities Integrate “brand” into new hire onboarding process Develop Brand University to scale brand programs Agency evaluation tools

Develop specific activities/initiatives for Phase 2: Orchestrator

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BUSI

NES

S IM

PAC

T!

COMPETENCY GAP!

LEVERAGING INSIGHTS PRODUCT &

EXPERIENCE DESIGN

CONSUMER INSIGHTS

VOICE & MESSAGING

DIGITAL STRATEGY

AGENCY MANAGEMENT COMPETITIVE

ANALYSIS

INTEGRATED MARKETING

COMMS TRIAL &

TRAFFIC

CONSUMER PURCHASE JOURNEY

PRICING

INNOVATION STRATEGY

BRAND ARCHITECTU

RE SEGMENTATION

BRAND FOR NON-BRAND

DNA/BRAND POSITIONING/VALUE PROP

MROI MEASUREME

NT & TRACKING

NAMING

CLAIMS & DEMOS

COMMS EFFECTIVENESS

Creating Learning & development strategies

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Optimizing effectiveness and efficiency

Present marketing challenge and

KPIs to Steering Team

1. CREATIVE BRIEFING PROCESS!

Develop creative brief and

supporting communications

plan

Discuss creative challenge, KPIs and necessary

creative success metrics

2. CORE IDEA DEVELOPMENT!

Develop functional creative briefs

3. AGENCY BRIEFING PROCESS!

Review briefs with one on one calls

with agencies

Develop creative concepts based on

core idea

4. CREATIVE CONCEPTING!

Review creative concepts with one on one calls with

agencies

5. FEEDBACK AND FOLLOW UP!

Project/Campaign-in-review

presentation and feedback round-

robin

TOO

LKIT

DEP

LOYM

ENT!

Alignment Meeting

Present brief and plan to WW Team

Develop integrated core

idea

Formal core idea approval

Meet with BG Geo. Leads to

ensure transparency, buy-in and

understanding and streamline

Core idea presentation and

overview for functional brief development

Formal functional creative brief

approval

Present final functional creative

briefs to WW Team

Creative presentations from each Brand Union

agency and alignment on

toolkit development

Formal functional creative concept

and toolkit approval

Present final creative toolkits to

WW Team

Gather usage and performance data from BG and Geo. Leads and insights

on co-working from all Brand Union Agencies

Develop overall insights, findings and campaign-in-

review

Formal brief and communications

plan approval

Present core idea to WW Team

Alignment Meeting

Core WW Team

Pilot Agency

Steering Team

Functional agencies

Full Brand Union

Alignment Meeting

Alignment Meeting

Revisions based on streamlined

feedback

Going from MarTech to AdTech

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AT&T, a long-term trusted partner

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BRANDSAT THE SPEEDOF LIFE