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Readings and musings

Lessons Learned from Week 2 of Brand Management

2/20/2012

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(Sorry, fell behind on class notes blogging. Trying to catch up now!)

(Reading notes above, class notes from guest speaker from Budweiser marketing below)

The Global Brand CEO
  • Focus on global brands
  • Market is globalizing
  • World is really flat
  • Connected customer
  • Globally converging consumer needs
  • Cost of differentiation has exploded
  • Story of Johnnie Walker campaign
What keeps global marketers awake at night
  • Consumers are taking control
  • Brand consistency across markets
  • Story of Dove / real women beauty campaign
What global brands do best
  • Universal Consumer Truth
  • Global “end/inherent values” all consumers respond to
  • Johnnie Walker: universal appeal of progress
  • Using a common language
  • Purposeful positioning: brand stands for something, a belief, pursues strategy that leverages brand’s reach and impact
  • Understand difference you’re going to make in customer’s life
  • Top: purpose: The brand's contribution to the world
  • Proof: Hard evidence to substantiate the brand promise
  • Discriminator: The unique differentiator versus competitors
  • Personality: The brand defined in terms of human characteristics
  • Benefit: The functional and emotional benefits the brand offers
  • Insight: The universal truth, the human need and the friction the brand is built on
  • Target: Demographic and psychographic description of the target consumer
  • Market: The market the brand competes in
  • Total brand experience
Drivers of global marketing effectiveness
  • Connect: foster interdependency in organization
  • Inspire: ignite organization
  • Focus: align priorities and targets
  • Organize: clarify roles and responsibilities
  • Build: develop and leverage marketing capability
Grow
  • Brand ideals drive the performance of the highest growth businesses.
  • The brand ideals of the highest growth businesses center in one of five areas, or fields, of fundamental human values.
  • Eliciting Joy: Activating experiences of happiness, wonder, and limitless possibility.
  • Enabling Connection: Enhancing the ability of people to connect with one another and the world in meaningful ways.
  • Inspiring Exploration: Helping people explore new horizons and new experiences.
  • Evoking Pride: Giving people increased confidence, strength, security, and vitality.
  • Impacting Society: Affecting society broadly.
  • The highest growth businesses are run by business artists, leaders whose primary medium is brand ideals.
  • Business artists excel in similar practices that constitute an operating system for generating and sustaining high growth
Ideal tree framework
  • Trunk: competition
  • Points of difference
  • Points of parity
  • 5 branches
  • Discover an ideal in one of 5 fields of human values
  • Build your culture around your ideal
  • Communicate your ideal to engage employees and customers
  • Deliver a near-ideal customer experience
  • Evaluate your progress and people against your ideal
  • Story of Method
  • Mantra: keep it weird
  • Male founders had to clean up room and wanted non-toxic cleaning products that had a great user experience; didn’t find any
  • Ideal: be a catalyst in a happy, healthy home revolution that improves human health
  • Impacting society
  • Convinced famous bottle designer to do design on rev share basis
  • Did some initial testing with stores in their area
  • Cold-called Target buyer
  • Phone call from mom whose son drank bottle; told her it’s safe and to relax
  • Ops trucks using biodiesel fuel and telling marketing story on the side
  • Building culture around its ideal
  • Hiring critical
  • Someone designated as hiring manager
  • Assembles cross-functional interview team of 7-10
  • 1-3 invited back for another interview
  • Have to do homework assignment to address a current business challenge, strategic and tactical; must also answer how they will keep Method weird
  • Fast prototyping of candidate, design thinking
  • Open floor plan, writing on walls
  • Communicating Method Ideal
  • Viral videos
  • No traditional advertising
  • 4 pillars
  • Surface design
  • Premium fragrance
  • Efficacy
  • Sustainability
  • In-store marketing and word of mouth
  • Deliver a near-ideal experience
  • Design thinking, attractive design like Apple’s
  • Evaluate progress and people against Ideal
  • 4 metrics
  • Style
  • Substance
  • Advocacy
  • Gross margin
  • Weekly product council meeting
  • 1-page monthly scorecard and longer quarterly scorecard

Class
  • Hard to have a common culture w/o common framework
  • Beliefs from organizational history
  • Go back to start and look at writings of founders
  • Values help a brand choose what to do
  • Zappos culture video
  • J&J Credo (order of priority): doctors, employees, community, shareholders
  • Explaining complex products: start w/ high ideal, then get into how do it through product

Budweiser
  • “Driven by image”
  • Dream: to be the best beer company in a better world
  • “Best” through KPIs
  • “Better” came from needing to hold on to something from growth
  • Dream-People-Culture platform
  • Never complacent with results
  • Love competition
  • Hire people smarter than you
  • 200 brands through M&A
  • 14 billion dollar brands in 1 category (beer)
  • 80% of profit from 20 brands; give these most focus, and those outperform market
  • Consumer empathy
  • People as people, not people as beer bottles
  • Power of personal relationships, physical, 1 to 1
  • Video: history of beer and connecting people
  • Beer = original social network
  • Physical + digital social network of today
  • 2 pyramids: consumer attitude (how much you love me) + consumer behavior (how much you drank me)
  • 24 modules measured yearly of brand performance
  • Bud is 2nd largest brand for ABI (after Bud Light)
  • American icon
  • 20+ years of Bud share and volume decline
  • Global icon under pressure, can’t do global strategy w/o fixing US
  • Root cause analysis
  • Lack of perceived presence, less relevant
  • Average age going up
  • Consumer base perceived low class
  • Bad drinking experience
  • Used consumer collages
  • Good images of American icons, military, rebels, American cars
  • Global Budweiser dream: 1st and only true global beer brand
  • 5 critical segments (types of drinkers and occasions)
  • 3 perspectives: way they see themselves, the way others see them, the way they want others to see them
  • Roper values / global map: pleasure, people, tradition, tradition axes
  • VBB: values-based positioning model
  • Consumer benefits
  • Functional: flavorful, balanced, reminds of first sip
  • Emotional: promise of great camaraderie
  • Reasons to believe: care and quality, ingredients, crafted since 1876
  • Brand personality: inspirational, heroic
  • Brand essence: brand ideal celebration and optimism in a bottle
  • Brand ideal: exists to inspire people to champion opportunity and achieve their dreams
  • Consumer values: authenticity, freedom
  • Demand segment: loyalists, experimenters
  • One compelling, unifying creative idea
  • "Celebrate anticipation"
  • One global look and feel
  • Reality TV
  • Can redesign
  • Packaging redesign
  • Baseball
  • Nascar
  • American flag on can

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