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BRAND TALKSHOW AND LUNCHEON ON RENEW YOUR BRAND FOR GROWTH - WHY AND HOWHCMC 12 Nov, 2009prepared by Pham Viet Anh, Left Brain Connectors
“ it’s not that the BIG eat the SMALL…it’s that the FAST eat the SLOW
Jason Jennings & Laurence HoughtonNational Best Seller
RenewRejuvenatedRebrandedRepositioningChange…
They are all the same
Change or being “changed”
Why we change?
the market keeps on evolving…
“ We can beat the competitors, but we will never beat the
trend…”
market creation(tạo dựng)
market relevance (thích nghi)
now future
industry/category
industry/category
desiremap
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
Your brand somewhere
market creation(tạo dựng)
market relevance (thích nghi)
now future
industry/category
industry/category
desiremap
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
market creation(tạo dựng)
market relevance (thích nghi)
now future
industry/category
industry/category
desiremap
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
market creation(tạo dựng)
market relevance (thích nghi)
now future
industry/category
industry/category
desiremap
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
market creation(tạo dựng)
market relevance (thích nghi)
now future
industry/category
industry/category
desiremap
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
market creation(tạo dựng)
market relevance (thích nghi)
now future
industry/category
industry/category
desiremap
differentiationvisionmissionvaluepersonality
You ExpertResearch
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
Most changes failed happen when
Business strategy was carried out with poor market understandingCreative doesn’t meet strategy Change before ready
Always, from the insight-out
imagemap
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
brand ideadesired image
customer’sperceived image
connectivity
identityintegrated marketing Communication
people, servicesProduct
….
disconnected
right strategy and fail execution
imagemap
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
connectivity
design connects strategy
desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.
Differentiation & integrity personalitytone and mannervisualvoiceenvironmentattitudeculture
imagemap
Building a brand image is like learning how to draw the chicken
Desire
Fix it as you go
Maintain
1. 2. 3
More than just one reason/opportunityto change the brand image (renew brand)
and more…
Product that transform business
“change to lead”
used to be market leader of Chip manufacturer before the market is commoditized.
Now maintain its market leader position in microprocessor manufacturer
leading by product innovation, constantly.
technology and branding
Invented portable music player but failed to IPOD340 millions unit sold in short timename in Oxford English dictionary
The worldwide leader in Digital Entertainment products for personal computer and the Internet with Sound Blaster Sound Cards
19811989 – Sound BlasterTo date - PDE
Personal Digital Entertainment (PDE)
Coke aluminum contour bottles for night clubs and select events.
Mission: Keep the outside look always new
Brand that transform business
“… Unilever’s new identity is an expression of vitality which is at the heart of everything they do – their brands, people and values.
The brand idea: “adding vitality to life”
“… DIRT IS GOOD is successful campaign that not only refreshing the brand image its self but also promoting new “vitality” values and personalities of the corporate brand worldwide.
“Change to lead”
From the world famous petroleum corporation (British Petroleum)to being the world leader in green energy producer
A little better Gas beyond petroleum (bp)
“… bp be perceived as a green energy company but to deliver green, environmental friendly solution worldwide. To make this vision come to life, bp had to be driven internally and signaled externally. In creating this vision, John Browne knew you couldn’t just say green, you have to be green and also look green.
green travelgreen travel
green lifegreen life
green businessgreen business
green energygreen energy
green moneygreen money
Green trends
“Change to survive”
Used to be famous in film categoryKodak invented digital photography in 1976.
Failed to Sony, Olympus, Canon, etc … negative film industry replaced by digital age.
What’s next?
Never regret the old-failed visual equity
Hello red, goodbye “yellow”
A simple yet caring CRM also help refresh the brand image -Mercedes Benz to kinder garden
Attracting young age consumer and “refreshing” the traditional-classic brand image.
They Citi Group brand architecture and group identity - “Change to fit”
corporate & investment bank
private bank
asset management
Linked name Linked icon Corporate name withdescription
Consumer market Specialty Corporate & Institutional
Brand idea is brand strategy
Change timely.
Change differently.
Change responsibly.
thank you