Shaping Brand Africa for the future
15 June. Windhoek - Namibia / Confidential.
AboutInterbrand
Why do destinationsneed a brand?
Brand Africaroadmap
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Agenda
Brand Africa: open debate and discussion Interbrand’s
experienceand cases
About Interbrand
HMKM
We’re a global communityof customers, clients, thinkers, makers.
JohannesburgLondonMadrid
Melbourne
AucklandBuenos Aires
CincinnatiCologne
MilanoMumbai
New YorkSao Paulo
SeoulShangaiSydneyTokyo
The world’s leading brand consultancy
Source: Financial Times
Most valuableranking for CEOs3rd
Founded in 2000 in London.
Insight experts and co-creation masters.
C Space have been working with major B2B and B2C businesses across the world to help them harness the power of the collectiveto build disruptive solutions.
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LONDONNEW YORKSAN FRANCISCOMEXICO
CO-CREATIONOPEN INNOVATIONONLINE COMMUNITIESETHNOGRAPHYINNOVATION
Experian – Innovation sprints to localize products in South Africa
Orange – Rethinking connectivity in Morocco, Ivory Coast and Senegal
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MIP– Making academia attractive to people in Ghana, Niger, Nigeria, and Algeria
Oriflame– Exploring beauty in Nigeria and Morocco
Facebook – Segmenting news readers, incl. South Africa, Nigeria and Kenya
Uber – Realigning the onboarding experience in Egypt and South Africa
Google – Localising their product portfolio in Egypt, Algeria, and Morocco
Sanofi – Supporting people with Diabetes in South Africa
Pepsi – Uncovering the next global trends in Sub-Sahara markets
Coca Cola – Inform NPD with audiences from South Africa and Kenya
Herbalife – Increase brand awareness in South Africa
Zurich – Creating new propositions for women in Sub-Sahara markets
We’ve got experience in connecting brands to Africa through digital research
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Clients partner with us to build their brands and
grow their businesses
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We have historically demonstrated how strong brands deliver superior business growth
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300
400
500
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S&P 500
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands
20192018
Brands are more importantthan they’veever been
2019
2,130,929 $m
2001
988,287 $m
TOP 100 BRANDSTOTAL GLOBAL VALUE
But the rules have changed
The top 20 fastest growing brands in the last 5 years over index in the Brand Strength factors of Relevance and Responsiveness. Re
spon
siven
ess
Rele
vanc
e
Today,people’s expectations are moving faster than businesses
We are more informed, more connected and much moredemanding of experiences.
Destination brands should be less about defining whatthey stand for and more about determining whereand how they should go next
Our beliefaboutdestinationbranding
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Iconic MovesAlter the
CompetitiveLandscape
Capture People’sImagination
TM
Shift customerexpectations
Force internal commitment to change
Generateexceptionalresults
Createa monopolywindow
The 4 effects of Iconic MovesTM
EconomicsSizing, prioritisingand de-risking opportunities.
BusinessUnlike design agencies, we don’t simply create -we identify and size business opportunities and deliver tangible actions to realise them.
Human TruthsExploring thechanging world of customers.
PeopleUnlike research agencies, we don’t just gather intelligence - we design and deliver businessgrowth roadmaps.
ExperiencesCreating meaningfulinteractions with customers.
InteractionsUnlike management consultancies, we don’t only consider the business angle – we understand customers, and build experiences they wantto be part of.
Interbrand Thinking
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40+ years making Iconic Moves
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Experts in destination branding
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Red Dot Award - Agency of the year 2020
Why do destinationsneed a brand?
Adresse in Berlin
Where would you transfer your moneywithout doubt or hestitation?
Hotel Altiplano, C/ Revolución 13, LA PAZ
Designed in California
Designed in California
Designed in Poland
Which product represents moreinnovation?
Hi, we are a from Idaho
Hi, we are a from London
Which team do you considermore creative?
Branded destinations carry clear perceptions
and are well positioned in people’s minds.
Why do destinations need a brand?
#1. Because destinations compete with one another
Why do destinations need a brand?
For investors For residents For tourists For multipliers
#2. Because destinations need to focus and own a conceptual territory
Why do destinations need a brand?
Wild Wild
#3. Because destinations need to involve and move people
Why do destinations need a brand?
#4. Because destinations need to communicate efficiently and effectively
Why do destinations need a brand?
Great destinationGreat destination
The Destination
#1. Compete more
effectively
Branding allow destinations to:
#2. Focus on what
matters
#3. Onboard all
relevant stakeholders
#4. Create positive
rumour
How do destinationbrands do this?
What image do you haveof Silicon Valley?
High tech, nerds and lots of innovative ideasand loads of money/investment
Are you familiar with the logo ofSilicon Valley?
Observation 1
Destination Branding isnot about the logo.
What image do you haveof Las Vegas?
Gambling, parties, night life, bright lights, easy living…
Have you ever been to Las Vegas?
Observation 2
Destination brands tell stories that we all know, regardless of whether we’ve been there or not.
What image do you haveof Galapagos?
Pure nature, wilderness, giant turtles andmonsterous lizards
Do you know where the Galapagos islands are located?
Observation 3
Destination brands tell stories regardless of their geographical location.
Destination brands don‘t need
1. A logotype2. First-hand experiences3. A clear location
Destination brands need…
An iconic story that key stakeholders believe and desire.
The key to success in branding
To consistently deliver a promise over time
Example:
Promise: excess and over-the-top luxury
Consistently delivering this promise over time
Gold bar ATMMay 2010
First Armani Hotelin tallest tower Burj KhalifaJan 2010
Only 7-star hotel Burj Al ArabDec 1999
Largest indoor ski slopeMall of the EmiratesNov. 2005
World’s fastest police carBugatti VeyronMarch 2017
Supercars join police fleetLamborghini AventadorMarch 2013
Palm island with first monorail in Middle East June 2009
Highest Tennis courtTop of the Burj Al ArabOct 2009
Largest indoor theme parkIMG Worlds of AdventureSept 2016
Multi park conceptDubai ParksDec 2016
Brand Africaroadmap
The objective
To create a Brand Africa initiative and roadmap to expandthe brand’s visibility and contribute to change the visionand perception on the continent, based on agreed and shared brand values.
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This is not (just) aboutcreating a logo for Africa
But developing Africa’sglobal narrative and trajectory
for the future
The approach
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An advertising campaign won’t makeus significantly more engaging…
But promoting positive storiesand successful experiences
about Africa will
The approach
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This is not a theoretical plan… But a transformational journeyto maximize the opportunities
and progress of our society
The approach
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This is not about findingfancy words and a slogan…
But distilling our owncharacteristic spirit and share
it with the world
The approach
The challenge
It’s not about the logo.It’s about co-creating our future.
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6 questions for the next 10 years
How can we trulyidentify and activate Africa’smeaning in people’s heartsand minds?
How can webreak themisconceptionsassociated and current image?
How can wecreate a sustainableand competitivebrandtrajectory?
How can weincrease thecommercialpotential of theAfrica Brand?
How can wedefine, write - and activate - thenext chapter of the Africa story?
How do we putAfrica’s values and narrative at the coreof a bigger & betterexperience?
HUMAN TRUTHS ECONOMICS EXPERIENCES
6 questions for the next 10 years that respond to our agreed challenges
How can we trulyidentify and activate Africa’smeaning in people’s heartsand minds?
How can webreak themisconceptionsassociated and current image?
How can wecreate a sustainableand competitivebrandtrajectory?
How can weincrease thecommercialpotential of theAfrica Brand?
How can wedefine, write - and activate - thenext chapter of the Africa story?
How do we putAfrica’s values and narrative at the coreof a bigger & betterexperience?
HUMAN TRUTHS ECONOMICS EXPERIENCES
• Engaging the public and the private sectorsas well as local communities and thediaspora in promoting positive stories and successful experiences about Africa
• Supporting evidence-based research to better understand the perception of touristsabout Africa and to address the relatedchallenges
• Building a strong ‘Brand Africa’ in anincreasingly competitive marketplace and a constantly changing businessenvironment to unlock the tourismpotential
• Leveraging tourism as a cross-cuttingsector with high impact on the national and regional image of Africa to enhance theimage of individual destinations
• Encouraging private sector engagement in the creation and dissemination of contentand storyboards that contribute to enhancethe image of Africa
• Taking charge of its global narrative and contributing to shape Africa’s image and positioningin the world
• Enhancing digitalization to widely and effectivelypromote a positive African narrative
• Supporting tourism start-ups, innovation and thecreative industries, including gastronomy, to enhance the image of the region and itsdestinations
• Working towards a set of common brand valuesand actions that can support the positioning of Africa and enhance tourism development
We believe that grounding our work in stakeholders’ (citizens & tourists) needs
and motivations – through co-creation - is fundamental to the future success.
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Our approach
Co-creatingwith keystakeholders
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HUMAN TRUTHS
Shapingthe future
ECONOMICS
• How can we create a sustainable and competitive brand trajectory?
• How can we increase the commercial potential of the Africa Brand?
Showingour spirit
EXPERIENCES
• How can we define, write -and activate - the next chapter of the Africa story?
• How do we put Africa’s values and narrative at the core of a bigger & better experience?
• How can we break the misconceptions associated and current image?
• How can we truly identify and activate Africa’s meaning in people’s hearts and minds?
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Recommended Roadmap & Action Plan
HUMAN TRUTHS ECONOMICS EXPERIENCESPHASE Co-creating
with key stakeholders(Departure Point)
Shapingthe future(Ambition)
Showing our spirit(Trajectory & Moves)
OBJECTIVE
Understand brand Africa departure point from a triple lens: brand, competitive environment & stakeholders (i.e. tourists & citizens).
Gap-perception analysis and hypothesis development.
Development of a ”People’s” Council to research/enrich/validate throughout the project.
Develop Brand Africa strategy, ambition and experience principles.
Outline a clear roadmap providing African countries with common frameworks based on agreed and shared brand values to shape and align their offering.
Identify and develop Brand Africa main assets: visual & verbal elements that integrate the experience and deliver against the defined Brand Strategy.
Identify Brand Africa potential moves to reach the ambition and deploy the roadmap.
Brand Ambassadors Program
Brand implementation and activation.
Roll-out strategy, internal activation and ongoing supervision.
KPI Tracking.
ACTIVITIES
• Kick-Off &• Information gathering and review• Stakeholder mapping & interviews• Global Quantitative Research Study• Brand Audit• Best-in-class benchmarking• Trends Analysis• Worldwide Panel of Experts• Co-creation workshops• People’s Council (ongoing live community with
local citizens and global tourists)• Findings Session & Hypothesis development
• Brand Strategy (ambition, purpose, values, positioning, experience principles, etc.)
• Brand Architecture Definition
• Brand Roadmap
• Visual Identity (logotype, typography, colour palette, etc.)
• Brand World (imagery, comms layout system, etc)
• Brand Feel• Verbal Identity (tone of voice & key
messaging)• Brand Trajectory• Identification of Brand Moves• Brand Ambassadors Program
• Offline implementation• Digital implementation• Offsite implementation• Merchandising• Sonic & Sensory Branding• Brand Guidelines (including specific digital
and communication guidelines)• Brand launch (internal & external)• Brand Marketing Plan• Roll-Out Strategy• Implementation supervision• KPI Tracking
OUTPUT
• Co-creation workshop and hypothesis development
• Findings on Brand Africa departure point• Hypothesis development
• Brand Strategy
• Brand Architecture Definition
• Brand Roadmap
• Definition of Visual & Verbal Assets• Brand Trajectory• Brand Moves• Brand Ambassadors
• 360º Brand Implementation• Brand Guidelines• Brand Marketing Plan• Roll-Out Strategy• Implementation supervision• KPI Tracking
Brand Africa: open debate & discussion
Main learning from yesterday’s workshop with CEOs
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There’s a unified and alignedagreement on the need to create
Brand Africa
ILLUSTRATIVE
Infrastructure Untouched
Remoteness Adventure
Expensive Exclusive inclusivity
OpportunityBarrier
Brand Africa
Main discussion topics for today’s session
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#1Turning barriers and misperceptions
into opportunities
Main discussion topics for today’s session
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#2Africa Brand vs. Country Brands:
relationship (quid pro quo)
Main discussion topics for today’s session
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#3Balance, roles & participation
of African Country-Brands
Main discussion topics for today’s session
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#4Finding our unique (and
relevant) narrative
Main discussion topics for today’s session
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#5Involving all stakeholders
(and beyond a purelytourism-driven angle)
Main discussion topics for today’s session
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#6Having an inside-out &
outside-in approach
Main discussion topics for today’s session
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#7Being mindful of the
resources needed to makeBrand Africa happen
Interbrand’s experienceand cases
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ISTANBUL AIRPORT
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