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.

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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

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When Li Ning entered the market for sportswear it wasn’t the competitors’ technology it copied. It was their brands.

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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

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The biggest brands of 2015 according to Interbrand. None of these brands possess a technology, which you won’t 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?

WHO’S THE HERO?

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

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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

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?

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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?

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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?

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ONLY THAT WHICH IS IMPORTANT IS IMPORTANT

IMPR

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UTCOMES CONTRIBUTE TO CO

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OPERATE RESPONSIBLY

IMPR

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OPERATE RESPONSIBLY

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OPERATE RESPONSIBLY

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

• Build the values the market requests but you don’t yet possess.

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

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THE HERO IS IN THE INTERSECTION

Actual identity

Desired image

Market wants and needs

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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

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Brand values

Market wants and needs

KEEP IT

LEAN

Overperform

Underperform

KEEP IT LEAN

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• A brand that’s lean and agile

• A brand that’s optimized

• A brand that’s sellable

OUR PROMISE

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IT ALL BEGINS WITH A CUP OF COFFEE

Cafeteria

Southern atrium

Main entrance

Come visit us at Symbion

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www.leanius.com

PRESENTSAN IGNITE EXPERIENCE