World Newspaper Congress 11: Session Branding, Jeff Shafer
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63 rd WORLD NEWSPAPER CONGRESS Session: Branding Title: Building a Next Generation Speaker: Jeff Shafer Vienna, Reed Messe Wien Mark your calendar 64 th WORLD NEWSPAPER CONGRESS 19 th WORLD EDITORS FORUM www.wan-ifra.org/kiev2012
Transcript of World Newspaper Congress 11: Session Branding, Jeff Shafer
63rd WORLD NEWSPAPER CONGRESS
Session: BrandingTitle: Building a Next GenerationSpeaker: Jeff Shafer
Vienna, Reed Messe Wien
Mark your calendar
64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM
www.wan-ifra.org/kiev2012
Building a Next Generation Global Brand
Jeff ShaferVP, Global Corporate Communications
© 2011 Lenovo Confidential. All rights reserved.4
A $21B technology company with 27,000
people in 100+ countries and customers
in 160+ countries.
Lenovo is…
© 2011 Lenovo Confidential. All rights reserved.5
“This thoughtful ThinkPad
is a near-perfect
machine.”
“Sleekly designed,beautifully
constructed”
IdeaPad U260
“A product strategy focused
on game- changing plays.”
We Make PCs, Tablets, etc…
© 2011 Lenovo Confidential. All rights reserved.6
Our unique heritage…
© 2011 Lenovo Confidential. All rights reserved.7
How big are we?
Based on FY 2010-11 Revenue
As big as…
Bigger than…
© 2011 Lenovo Confidential. All rights reserved.8
USUS GERMANYGERMANY JAPANJAPAN RUSSIARUSSIA INDIAINDIA BRAZILBRAZIL MEXICOMEXICO
1 59% 42% 34% 54% 57% 53% 70%
2 55% 39% 28% 45% 57% 50% 47%
3 51% 38% 24% 33% 33% 35% 38%
4 27% 31% 22% 28% 29% 33% 38%
5 Toshiba 27%HP 29%Apple 18%Sony 27%Acer 27%Positivo 24%Apple 32%
6 Acer 25%Samsung 27%Toshiba 14%Apple 24%HCL 24%Acer 22%Acer 31%
7 Asus 12%Asus 25%HP 9%Toshiba 18%Compaq 19%LG 18%Compaq 24%
8 Compaq 7%Toshiba 15% 8% 13%Apple 17%Toshiba 15% 12%
9 7%Medion 12% Dell 12%Samsung 14% 12%Samsung 9%
10 8% LG 3% Samsung 12%LG 8%
But the business is ahead of the brand
© 2011 Lenovo Confidential. All rights reserved.9
More competitors, new competitors Convergence and new technologies transforming the industry Customers and enterprises have more choices
“...a change in forces powering global technology.”−Financial Times
© 2011 Lenovo Confidential. All rights reserved.10
We must build a POWER BRAND
© 2011 Lenovo Confidential. All rights reserved.11
Three Principles of a Power Brand
© 2011 Lenovo Confidential. All rights reserved.12
How do you start?
Audience
CompanyProducts
POWER BRANDS
© 2011 Lenovo Confidential. All rights reserved.13
Looking at the Audience: The “Net Generation”• 16 to 35-year-olds• Defining global consumer culture• A growing force in the world economy • The new ‘scrutinizers’; used to being marketed to• It’s where the money is• Tomorrow’s workforce• The “Arbiters of Cool”
Creative, Optimistic > Ambitious, Impatient >
DOING
© 2011 Lenovo Confidential. All rights reserved.14
Highly networked, polycentric & diverse Uniquely flexible Redefining “global”
Look at our Company.
“A next generation global enterprise…”
© 2011 Lenovo Confidential. All rights reserved.15
“This thoughtful
ThinkPad is a near-perfect
machine.”
“Sleekly designed,
beautifully constructed”
IdeaPad U260
“A product strategy focused
on game- changing plays.”
Look at our Products
Play Anthem video here
© 2011 Lenovo Confidential. All rights reserved.
We Make
CORPORATE ID
PUBLIC RELATIONS
PRODUCT DESIGN / FEATURES
EVENTS
SERVICE
RETAIL
EMPLOYEE HIRING
DATA SHEETS
LENOVO SALES PEOPLE
START-UP SCREEN
PACKAGING & EXPERIENCE
ADVERTISING
WEB
© 2011 Lenovo Confidential. All rights reserved.24
Power brands: Balance, simplify, WOWCustomer, company & product intersectionAlign brand around all “touch points”Dare to look and be different
In summary….
