Independent Schools New Zealand Summary

Does Brand Matter?

What is Brand? And what does it deliver?

A brand is a living business asset, brought to life across different touch-points to create differentiation and value.

Properly managed, brand value is generated two ways:

•  Value for businesses through security of earnings (tangible)

•  Value for consumers through the delivery of an experience (intangible)

Business Role. Brand Behaviour. Organisational Role. Objective.

Iden

tity.

The brand was the identifier of business. Its goal was differentiation and identification.

One-way traffic – broadcast communications to consumers

Brand is a function that lives in and is managed by the Marketing department.

+ Creating and Managing Identity

Valu

e.

Brand became a business asset. “Most useful rankings to CEOs” – PR Week 1.  Fortune 100 2.  Best Companies to Work for 3.  Interbrand’s BGB

Better understanding of the customer to create reactive two-way dialogue.

Brand gets ‘a seat at the table’ and is considered a driving business function, aligned with core business strategy.

+ Measuring and Managing Value

Expe

rienc

e.

Integrated Customers, a power shift from the brand to the consumer. ie. Apple #1 & Google #2, moving Coca Cola THE legacy brand to #3

The customers sit central to an eco-system of needs, supported by business function: 1.  Purpose-centricity 2.  Two-way collaboration and

innovation 3.  Living, contextual experiences 4.  From internal ‘ladders’ to ‘lattices’ 5.  Data humanisation

A business with purpose is driven by it’s brand to anticipate the needs of customers, central to their organisational model.

+ Integrated Seamless Experiences

You.

In our view, we are entering what we’re calling The Age of You, the creation of 7 billion brands, as people increasingly think of themselves in this way. Part of this idea is taking personalization to the next level.

•  The creation of 7 billion brands! •  Personalisation •  Personal branding through digital •  Predictive intelligence •  Always be in beta •  Contextual magic

Increased focus on re-orientating eco-systems to the meco-systems, intensifying complex networks to meet and anticipate personal consumer needs.

Making business personal

What can you take away from this? •  Brand value = $ on the bottom line.

•  Importance of telling a bigger, purpose-driven story

•  Contextualisation and relevancy

•  Brand needs to be always evolving

People. Participation. Planet.

The world is moving toward a new centre of balance, where

impacts is just as important as profits, and consumers expect

businesses to deliver both..

We believe…

The Corporate Citizenship landscape:

Corporate Social

Responsibility (CSR)

Corporate Responsibility

Corporate Philanthropy Sustainability

But, at Interbrand we speak about it as:

Corporate Citizenship

The Corporate Citizenship landscape:

Organisation Role – transition to future

Corporate Citizenship should be a mandatory

consideration of a brand’s DNA that we can not deny.

Staff attraction & retention; 89% of organisations rated the importance of a sustainability strategy as important to very important in creating a positive brand that attracts top talent*

Community belonging; 67% of boomers choose making a difference for others over personal success*

62% of employees want to work for companies who are actively giving back to greater society*

Conscious consumerism 94% of consumers would switch brands if one carried a cause and another did not*

Emotive brand appeal to students 86% of young people, ages 9-30, across 24 countries, believe “My age group has the potential to change the world for the better”*

Advocacy; 7/10 consumers, globally, believe businesses are as responsible as governments for driving positive social change*

Protect premium

Partnerships

Strengthen brand loyalty; 93% of CEOs believe that sustainability will be a key factor in the future of their business*

Corporate Citizenship

Brands increasing responsibility to contribute to society

Whole Foods Market uses emotive, authentic story telling to reaffirm their higher purpose

•  Opened in 1980 with 19 staff

•  At the time, there were less than half a dozen natural food supermarkets in the US

•  Now, 381 stores nationwide

•  Core values have always been important: Value of a product and the values that shaped how it was “grown, raised or caught

•  Brand message now reaffirms this with a more connected emotive story to its original values

Whole Foods Market uses emotive, authentic story telling to reaffirm their higher purpose

“With great courage, integrity and love – we embrace our responsibility to co-create a world where each of us, our communities and our planet can flourish. All the while, celebrating the sheer love and joy of food.” See Whole Foods Marketing higher purpose statement & values

Whole Foods Market

Values Matter Anthem (Whole Foods Market youtube page)

Five macro trends are shifting consumer expectations

1.   Authenticity Seeking honest and trustworthy brands

2.   Purpose Pursuing greater meaning beyond material accumulation

3.   Participation Facilitating engagement and participation through multiple channels

4.   Empowerment Groups of people are coming together, to effect change

5.   Shared Value Businesses can be profitable while being good Corporate Citizens

How is value created? “Corporate Citizenship aligned with Business Strategy drives Brand Value.” We’re moving from:

From story telling, to story doing.

Redesign, Reimagine, Regenerate

Redesign, Reimagine, Regenerate: Sustainable Brands (youtube)

Why is brand important to you?

Brand matters. Independent NZ Schools, key challenges

•  Post GFC attitude on expenditure

•  Value for money perceptions

•  Access to more information in the digital era

•  Reputation management in the digital age

•  Perceived standards gap has closed between public and private

Brand matters. What NZIS can learn from Premium Brands

•  Meta-luxury is the economic reflection of a culture of excellence.

•  Meta-luxury as a model can be applied as a benchmark for the management of luxury or premium brands.

•  Premium brands embody the human quest for unique achievements that can stand the test of time, whilst retaining currency.

•  They challenge the boundaries of knowledge, transforming history into the future, sustaining excellence into eternity.

More about ‘Meta-luxury’ principles

| IB Academy | Corporate Citizenship Module | January, 2014

Brand matters. What can NZIS from ‘The Age of You’?

A horses & cars moment

We have entered a period of accelerating change, an on-coming cultural shift is evident. Right now we ‘share the road’ but we are on the verge of a new era, how can we evolve? •  Rapid technological advancement •  Changing customer expectations

Books Smartphones Magazines Tablets Newspapers Laptops e-readers (ie.Kindle)

Read more about this ‘Horses and cars’ moment

Brand matters. What can NZIS from ‘The Age of You’?

The ‘Age of You’ is all about me! A new era:

•  Ubiquitous computing •  A world of extreme speed and efficiency •  Instant access •  Interconnectedness •  Intelligent machines •  Vast data sets and powerful algorithms •  Fully integrated ecosystems re-organised around individuals

Ecosystems ! MECOSYSTEMS

The definition of Mecosystem

Brand matters. Key considerations for the education sector

•  ‘The Age of You’ encourages brand currency •  The importance of authentic story telling •  Higher-purpose and societal good •  Millennials see themselves as brands •  Brand community is about a tribal belief,

belonging and participation •  Premium brand principles encourage cultures

of excellence •  Inter-connectedness and collaboration is key •  Brands add value

Brand matters. Strategic Brand Management

The benefits of Strategic Brand Management

•  An agreed, defined brand proposition and long-term focus

•  Mitigation and improved contextualisation of short-term crisis / incidences

•  A purpose driven brand from the inside, out – informing behaviour, expectations and experience

•  Learning from and avoiding repeat incidences

Key conclusions on why brand matters.

1.   Clear Brand proposition; A differentiating definitive story, told simply through key messages

2.   Create higher purpose; A brand that demonstrates it contributes to a better society

3.   Contextualise; Relevant expression of your story given the channel and audience

* All stats supplied by Interbrand. Please contact Interbrand NZ for further source information if required.

Contact.

Level 6, 80 Greys Avenue, PO Box 91193, Auckland, New Zealand Karen Jones General Manager, Interbrand NZ T +64 9 354 1380 D +64 9 306 1286 M +64 27 661 4663 E karen.jones@interbrand.co.nz