A review of Brand Activation: how brands can help companies boost their growth and profits by using their corporate brand to link corporate strategy to the delivery of value to customers.
12. Brands supercharge the strategic process.
1. Brands promote customer orientation
2. Brands are penetrating and sticky
3. Brands bridge functional
silos
How?
13. Brands improve business performance
Increase revenues
Command premium pricing
Deflect competition
Resist commodification
Integrate new and acquired brands
Improve operational efficiency
Engage and retain employees
Build customer relationships
14. B2B brands account for
5% to 20% of total
corporate
value.**
Some facts…
B2C brands contribute up
to 70% of total shareholder
value.*
For B2B, brand contributes 18% of the
purchase decision, compared to 17%
for sales operation.**
BRAND
SALES
PRODUCT,
PRICE, OTHERS
* Interbrand, “Best Global Brands 2012” ** McKinsey: “Business Branding,” 2013
18. Brand exploration = brandified strategy
find:
• goals
• strengths
• differentiators
prioritize:
• has meaning
• we can do it
• has “legs”
articulate:
19. Why we exist
What customers can expect
Brand statements
What we aim to achieve
What we believe,
how we behave
What we’re like
mission
(purpose)
promise
vision
values
personality
positioning
Where we operate,
how we’re different
24. brand:
our promise to
customers
brand operationalization:
how our actions, processes
and investments deliver the
promise
From knowing the brand to living the brand…
25. internal training
internal communication
motivational activities
team activity
competitions and rewards
behavior standards
processes standards
individual coaching
evaluation and incentives
attitude
skills
knowledge
3 stages of brand coaching