Why lean branding and how?
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TUE I. PAARUP LEANIUS - LEAN BRANDING PRESENTS AN IGNITE EXPERIENCE
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Transcript of Why lean branding and how?
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 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?
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
UTCOMES CONTRIBUTE TO CO
MM
UN
ITIES
OPERATE RESPONSIBLY
IMPR
OV
E H
EALT
H O
UTCOMES CONTRIBUTE TO CO
MM
UN
ITIES
OPERATE RESPONSIBLY
IMPR
OV
E H
EALT
H O
UTCOMES CONTRIBUTE TO CO
MM
UN
ITIES
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
