Why lean branding and how?

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  • TUE I . PAARUP

    LEANIUS - LEAN BRANDING

    PRESENTSAN IGNITE EXPERIENCE

  • A lean brand is a powerful brand

  • Jesper H. Pedersen Oliver Holm Tue I. Paarup

    WE BUILD PERFECT BRANDS

    Creative director and concept developer. Jesper transforms ideas and thoughts into strong visuals. Jesper is proof that a picture can indeed be worth a thousand words.

    Director of copy and process engineer. An experienced wordsmith, Oliver makes complex messages easy to understand and turns brand values into unique selling points.

    Account director and strategist. Tue ensures that our solutions plug perfectly into the needs of our clients: stronger brands, bigger market shares, increased sales.

    www.leanius.com

  • 11% 11%

    42%41%

    38%37%

    8% 9%

    35%

    33% Because consumers are loyal to ideas and visions - not features and product specs.

    Because a strong brand drives the bottom line. Colgate

    Crest

    Sensodyne

    Other brands

    2014 2013

    Aquafresh

    WHY BRANDING?

    Preferred toothpastes in the US

  • BRANDING IS THE UNFAIR COMPETITIVE ADVANTAGE

    Companies with a strong brand are: Less price sensitive

    Harder to imitate

    More relevant and personal

    More attractive for both customers, suppliers, employees, and investors

    www.leanius.com

  • When Li Ning entered the market for sportswear it wasnt the competitors technology it copied. It was their brands.

    www.leanius.com

  • BRANDING IS A CONTRACT

    In return for customer loyalty the company promises to: Behave in a certain way

    Communicate in a certain way

    Adhere to certain values

    Help customers define and express themselves in a certain way

    www.leanius.com

  • The biggest brands of 2015 according to Interbrand. None of these brands possess a technology, which you wont also find in the hands of their competitors. The difference is in the brand.

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  • Many companies focus solely on either their own needs or those of the market. They forget that messages are interpreted very differently depending on who the sender is and who the recipient is.

    The devil is in the detail. Or is it the hero?

    WHOS THE HERO?

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  • One illustration. Two ways to interpret it. What message are you sending your customers?

    www.leanius.com

  • Who: global pharma powerplayer AbbVie

    What: increased corporate responsibility and a stronger brand

    How: 13 values for corporate responsibility

    Where: globally (values accessible on www.abbvie.com)

    CASE: THE 13 VALUES

    Patient support

    Capacity building

    Innovative research

    Medical education

    Ethical culture

    Responsible research

    Quality & safety

    Healthy enviroment

    Sustainable supply chain

    Great employer

    Transformative education

    Engaged employees

    Stakeholder engagement

    www.leanius.com

    http://www.abbvie.com

  • VISIBILITY

    Patient support

    Capacity building

    Innovative research

    Medical education

    Ethical culture

    Responsible research

    Quality & safety

    Healthy enviroment

    Sustainable supply chain

    Great employer

    Transformative education

    Engaged employees

    Stakeholder engagement

    We asked key stakeholders in Denmark: which of the 13 values are visible in your work?

    www.leanius.com

  • IMPORTANCE

    Patient support

    Capacity building

    Innovative research

    Medical education

    Ethical culture

    Responsible research

    Quality & safety

    Healthy enviroment

    Sustainable supply chain

    Great employer

    Transformative education

    Engaged employees

    Stakeholder engagement

    Then we asked same stakeholders: which of the 13 values are important to you?

    www.leanius.com

  • VALUES REFLECTED IN COMPANY CULTURE

    Patient support

    Capacity building

    Innovative research

    Medical education

    Ethical culture

    Responsible research

    Quality & safety

    Healthy enviroment

    Sustainable supply chain

    Great employer

    Transformative education

    Engaged employees

    Stakeholder engagement

    Finally we zoomed in on AbbVie and asked: which of the 13 values are truly reflected in the company culture?

    www.leanius.com

  • ONLY THAT WHICH IS IMPORTANT IS IMPORTANT

    IMPR

    OV

    E H

    EALT

    H O

    UTCO

    MES CONTRIBUTE TO

    COM

    MU

    NITIES

    OPERATE RESPONSIBLY

    IMPR

    OV

    E H

    EALT

    H O

    UTCO

    MES CONTRIBUTE TO

    COM

    MU

    NITIES

    OPERATE RESPONSIBLY

    IMPR

    OV

    E H

    EALT

    H O

    UTCO

    MES CONTRIBUTE TO

    COM

    MU

    NITIES

    OPERATE RESPONSIBLY

    Push the values your organization subscribe to and that the market demands.

    Build the values the market requests but you dont yet possess.

    Discard the values that neither represent your organization nor are demanded by the market.

    www.leanius.com

  • THE HERO IS IN THE INTERSECTION

    Actual identity

    Desired image

    Market wants and needs

    www.leanius.com

  • We build agile, lean brands

    THE SOLUTION IS LEANIUS

    Core values

    Intangible assets

    Tangible assets

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  • We involve the entire value chain by matching company identity and brand aspirations with the wants and needs of the market. The result is a brand that looks the same both within and outside the company walls.

    THE SOLUTION IS LEANIUS

    Company Market

    www.leanius.com

  • Brand values

    Market wants and needs

    KEEP IT

    LEAN

    Overperform

    Underperform

    KEEP IT LEAN

    www.leanius.com

  • A brand thats lean and agile

    A brand thats optimized

    A brand thats sellable

    OUR PROMISE

    www.leanius.com

  • IT ALL BEGINS WITH A CUP OF COFFEE

    Cafeteria

    Southern atrium

    Main entrance

    Come visit us at Symbion

    www.leanius.com

  • www.leanius.com

  • PRESENTSAN IGNITE EXPERIENCE