Kríti, September 15, 2006 Brand:Relations Berlin To be or not to be Regional marketing as a crucial...

Kríti, September 15, 2006

Brand:RelationsBerlin

To be or not to be

Regional marketing as a crucial success factor

2 | September 15, 2006 | Brand:Relations Berlin

Overview

1. Why am I here today?

2. What do I want to share with you?

3. Where do we go from here?


Ankara

Arhus

Belgrade

Bratislava

Copenhagen

Dublin

Helsinki

Istanbul

Lisbon

Ljubljana

Madrid

Oslo

Sofia

Stockholm

Pleon Europe Associates AmsterdamBerlinBonnBrussel – BruxellesBucureştiBudapestDresdenDüsseldorfFrankfurtGenève GenovaGrazHamburgKievKlagenfurtLeipzigLinzLondonMilano MoskwaMünchenParisPrahaRomaSalzburgStuttgartTielWarszawaWienZagrebZürich

Pleon – a truly European Consultancy


NORTH-AMERICACanada United States (6)

SOUTH-AMERICA ArgentinaBrazilChileColombiaMexicoPanamaPeru

AFRICA South Africa

AUSTRALIA AustraliaNew Zealand

30 offices in 24 countries outside Europe

ASIAChina

Hong KongIndia

IndonesiaJapanKorea

MalaysiaNepal

PhilippinesSingaporeSri Lanka

TaiwanThailand

A European firm in a worldwide organisation


European Commission

20.0000 Civil Servants

European Parliament

732 MEP, 5.000 Civil Servants and right hands

Council

25 Member States5.000 Civil Servants &

25 Permanent Representations

Lobbyists

20.000 Permanent (like American Chamber of

Commerce or endless, daily caravans

Don’t fall down on European issues.


Overview

1. Why am I here today?

2. What do I want to share with you?

3. Where do we go from here?


To be or not to be

Do the target groups know your region exists?


Our goal: highlighting your region on the European map – as a strong regional brand

Cheese

Netherlands

Etc.

A regional brand takes shape in the target groups’ perception.

?

Your region


Our travel guide: the five Brand:Essentials

1. Target group-oriented: a star needs fans, a regional brand needs its target groups.

2. Strategic: when times are changing, be sure to make the change.

3. Authentic: where others put on airs, stand out by being yourself.

4. Down-to-earth: if others beat around the bush, be the perfect gardener.

5. Consistent: others may make much ado about nothing; stick to your brand’s essentials.


If a star needs fans, a brand needs its target groups

Do whatever you want – but you do it in a wayyour target groups understand.

Target group-oriented

Brand:Essentials

1


Characteristics:

- Over 40 years of age

- Willingness to pay high prices

- Scepticism about short-lived trends

Characteristics:

- Over 40 years of age

- Low willingness to pay high prices

- Scepticism about innovations

Characteristics:

- Under age of 40

- Willingness to pay high prices

- Scepticism against mainstream / bulk offers

Characteristics:

- Under age of 40

- Low willingness to pay high prices

- Scepticism against individualism

As of: 12/2005, Sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000

Harmony environment

Entertainment environment

Level environment

Self-realisation environment

Key environments

Characterisation of the different environments Characteristics of the target groups, sample selection


What counts:

- Avant-garde

- Individuality

- Subtlety

- Creativity

What counts:

- Quality

- Expertise

- Authenticity

- Exclusiveness

What counts:

- Order

- Continuity

- Security

- Family

What counts:

- Action

- Emotionalisation

- Group

- Fun

As of: 12/2005. Sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000

Harmony environment

Entertainment environment

Level environment


Key environments

The environments‘ brand aestheticsCharacteristics of the target groups, sample selection

Qu

alit

y co

nce

pts

trad

itio

nal

pro

gre

ssiv

e

Basic cultural orientation

High Culture Pop Culture


As of 11/2006; sources: “Erlebnisgesellschaft” 2000, Sinus-Modell / Sociovision 2004, “Markenästhetik” 2000

High-level environment

Example: forms of tourismA selection

Harmony environment

Entertainment environmentSelf-realization environment

Culture tourism

Individualist tourism

Mass tourism

Package holidays

Day trips


An example: Finland‘s brandingProducts, famous people and self-presentation*

Product brands Personal brands

Self-presentation tourism

* German business-to-consumer target groups, sample selection of Finnish brands, famous people and tourism offer, positioning in the Brand:Face according to brand aesthetics and user structure; as of: 10/2005


Which core values does Finland stand for? Aspects communicated in German and Spanish media


When times are changing, be sure to make the change

Strategic and sustainable moves can build a strongregional brand.

Strategic


Brand:Essentials

2


Level environment Harmony environment


Strategic brand profiling of Mecklenburg-Vorpommern

2003/2006: Results of Brand:Face Quick-Check; 2010: Target

20062010

2003


Where others put on airs, stand out by being yourself

Your region’s brand profile must comprise authentic topicsand products.

AuthenticStrategic


Brand:Essentials

3


An authentic topic: Ostseesteinlachs (Baltic whitefish)


If others beat around the bush, be the perfect gardener

Authentic

Strategic


Down-to-earth

Everything you do is for the benefit of your brand.

Brand:Essentials

4


Systematically building a piece of cultural history: Albrecht von Wallenstein

– Student competition

– Symposium

– Business magazine

– Dynastic route


Others may make much ado about nothing; stick to your brand’s essentials

Authentic

Strategic


Down-to-earthConsistent

Brand:Essentials

You want recognition from your friends – your regional brand wants recognition from its target groups.

5


Level environment Harmony environment


Expectations in the layoutSample selection

Styleabsichtliche Brüche, minimalistisch, sparsame Verwendung von Gestaltungselementen, Innovationen in Schrift und Satz

Structuregezielter Einsatz von Freiräumen, großflächig, Strukturierung als Gestaltungsmittel

Stylevielfarbig, überschaubar, konventionell, bewährte Schrift- und Satzmuster, Verdichtung und Hervorhebung der wichtigsten Informationen

Structurekleinteilig, keine Freiräume, starke Strukturierung zur Leserbindung

Stylebunt, spielerisch, plakativ, Vielfalt an Gestaltungselementen, Verdichtung und Hervorhebung der wichtigsten Informationen, Aufbrechen der bewährten Schrift- und Satzmuster, Adaption von Innovationen

Structurekleinteilig, keine Freiräume, starke Strukturierung zur Leserbindung

Style hochwertig, dezent, angemessen, ohne Brüche, bewährte Schrift- und Satzmuster, Layout als Mittel zum Zweck, nicht vordergründig zur Gestaltung

Structureklare Gliederung, gezielter Einsatz von Freiräumen

As of 10/2005; sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000Please note: The German terms are not translated into English, because their meaning might be different in another language than German.


A strong and consistent brand presentation: the new corporate design

Sample publications of federal state, tourism board, and agricultural marketing organisation


Familiarity ProfileStrong regional brand

– Target groups (in various international markets)

– Strategic and sustainable decisions

– Authentic topics and products

– Systematic branding

– Consistent brand appearance

To be or not to be:stick to the Brand:Essentials


Strong regional brand

Brand:Essential Solution

Target groups Brand:Face

Strategic and sustainable decisions Brand:Strategy

Authentic topics and products Brand:Heritage, Brand:Topics

Systematic branding Brand:Management, Brand:Book

Consistent brand appearance Brand:Design, Brand:Communications

Brand:Relations is offering solutions


And where is your region positioned as a brand?

* PLEON Kohtes Klewes Hausvogteiplatz 2, D-10117 Berlin Tel: +49 (0) 30. 72 61 39 - 833 Fax: +49 (0) 30. 72 61 39 - 890 www.pleon.com

Our position:52° 30’ 47.85” north – 13° 23’ 45.65” east*

PLEON Public AffairsAv. des Arts / Kunstlaan 44, B-1040 BrusselsFax: +32 (0)2. 2 13 40 - 49, www.pleon.com

Thank you for your attention


Feel free to contact us

Frederick Waltz

Tel.: +49 (0) 30. 72 61 39 - 825

[email protected]

Frank G. Kurzhals

Tel.: +49 (0) 30. 72 61 39 - 833

[email protected]

Dr. Hermann Drummer

Tel.: +32 (0)2. 2 13 40 - 44

[email protected]

This documentation is intended for presentation purposes only. The copyright is owned by Pleon.

The ideas and concepts referred to in this proposal are confidential and belong to Pleon. None of these ideas or concepts may be used or adapted without our prior written consent.

© Pleon Kohtes Klewes 2006

Kríti, September 15, 2006 Brand:Relations Berlin To be or not to be Regional marketing as a crucial...

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