BRAND TALKSHOW AND LUNCHEON ON BRAND RENEW 2010, WHY AND HOWHCMC 12 Nov, 2009prepared by Pham Viet Anh

M th 40 b d h b t tiMore than 40 brands have been trusting us, from fast growing local companies to well established global brands

Dr Thanh Abbott Nescafe (Nestle)Dr. ThanhNumber 1JuicyPepsiRomanoEnchanteur

AbbottVinamitArt GlassBavapen mobile phoneBoca GlassDKSH

Nescafe (Nestle)Magi (Nestle)Wincare LLC USADQ CorpQD TekKAOEnchanteur

Romano Skinz ExpertEversoftGervenneHapikidsDr men

DKSHPrudential financeSaigon SunbayNuti foodVinataba (lion king)Vinataba corporate strategy

KAOPoca (snack)Disney (consumer products)PepsiE-BlockSaigon SunbayDr. men

V-PhanoNew York SchoolHome made foodBIM GroupBIM Seafood

Vinataba corporate strategyVinataba identityVinataba (Ngoc Tra)Vinataba (1000 year Thang Long)Sapphire scooterGomex noodle

Saigon Sunbayd’cassoSoya bean (THP)Rando…

BIM SeafoodBIM Properties

Gomex noodleWonderfarm

www.strategynowhere.comHCMC – SHANGHAI

renewrejuvenatedrebrandedrebrandedrepositioningchange…

they are all the same

why we need changes ?

change or being “changed”

A simple yet effective tool that show you if change is needed.y g

market creation(t dự )(tạo dựng)

industry/category

desiremap

now future

industry/category

market relevance(thích nghi)

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(t dự )(tạo dựng)

industry/category

desiremap

now future

industry/category

market relevance(thích nghi)

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(t dự )(tạo dựng)

industry/category

desiremap

now future

industry/category

market relevance(thích nghi)

Desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(t dự )(tạo dựng)

industry/category

desiremap

now future

industry/category

market relevance(thích nghi)

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(t dự )(tạo dựng)

industry/category

desiremap

differentiationvisionmissionvaluelong term goals

now future

industry/category

market relevance(thích nghi)

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

most changes failed happen whenmost changes failed happen when business strategy was not began with market insightwith market insight

t h f il d h hmost changes failed happen when design doesn’t meet strategy

and they failed because they don’t y yknow when and what to change and whom the change forwhom the change for

in other words…

start not with what we want

start first with what they

want

INSIGHT “SICK OF ENONOMY MELTDOWN, TIRED OFESTABLISHED OLD RULES”

IDEA/OPPORTUNITY Free American people from the old establishment’s rules

BRAND OBAMA

DIFFERENTIATORS Different skin color.(and it sure helps to be the most attractive male human being ever in the Whitehouse)

CLAIM/SLOGAN ChCLAIM/SLOGAN ChangeSimple program. Fits on a beer coaster. Famous for ever.

an example of image failure

imagemap

identityintegrated marketing Communication

people, servicesProduct

brand ideadesired image

customer’sperceived image

Product….

connectivity

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

imagemap

right strategy and fail executiong gy

disconnected

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

imagemap

wrong strategy and fail execution(unintentional successes)(unintentional successes)

disconnected

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

imagemap

differentiationpersonalitytone and mannervisual

design connects strategy

visualvoiceenvironmentattitudeculture

g gy

connectivity

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

building a brand image is like learning how to draw the chickenstep by step with patient. and once you got the right image, maintain it constantly with wise marketing activities.

1. 2. 3

contexts.content. contexts.content. contexts.content.

Changing brand image is not only about changing the new look f l d h b d id i i h ld b d i h hof logo and the brand identity… it should be started with the

brand idea behind the change, the goal and new mission. Successful marketing innovated-products also help changing the whole corporate imagewhole corporate image.

Form follow functionsForm follow functionsProduct that transform business

what we see is not strategy, it’s the expression of the strategy we commit to.

Say it. Prove it.

“ t t”“context”

“content”

Brand Customer

content

Product that transforms 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 manufacturermicroprocessor 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

Brand that transforms business

The brand idea“Adding vitality to life”

customer

Connectivity(value, personality)

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

““… Unilever’s new identity is an expressionidentity 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 notsuccessful campaign that not only refreshing the brand image its self but also promoting new “vitality” values and personalities of thevalues and personalities of the corporate brand worldwide.

“ h fi ”“change to fit”

From the world famous petroleum corporationto being the world leader in green energy producer

A littl b tt GA little better Gas beyond petroleum (bp)beyond petroleum (bp)

““… bp be perceived as a green energy company but to deliver greencompany but to deliver green, environmental friendly solution worldwide. To make this vision come to o d de. o a e t s s o co e tolife, 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 greenand also look green.

Green trendsGreen trends

green travelgreen travel

green lifegreen life

green businessgreen business

green energygreen energygreen energygreen energy

green moneygreen money

“change to survive”change to survive

“change from failures”

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 failuresgoodbye “yellow”goodbye yellow

A simple yet caring CRM also helpA simple yet caring CRM also help refresh the brand image -Mercedes Benz to kinder gardeng

change of ourselveschange of the trend

change of competitionchange of marketchange of market change of policies

change of technologychange of visionchange of peoplec a ge o peop e

change of business strategychange of everything

….

how to know there are changes ?

youcompetitorcompetitor

expert

when change, think of two things

1. Brand idea that1. Brand idea that transform business

2. Product idea that transform businesstransform business

idea is strategy

“ everybody is thinking…everybody is thinking of changing the marketof changing the market but nobody is thinking of y gchanging themselves”

change or being “changed”

thank you