Brand Performance Management approach, Proof & Promise, Presentation at European Communication Summit, EACD, Brussels, June 2013

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Brand efficiency, -alignment and
-improvement
The New Normal
Marc Cloosterman
CEO VIM Group

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Contents for today’s session
Introduction
Branded organisations perform better
Managing the brand value chain
Case in point: ŠKODA
Evaluation instrument: Brand performance scan
Summary

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Introduction

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Branded organisations perform better…

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…and top brands outperform the market
Source:
MILLWARD BROWN BRANDZ Report

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A brand makes the difference…
In a market where continuously new channels and platforms are
created, the essence is often lost in the communicative translation
and the use of technology.
Not (only) visual consistency… but brand consistency is the
challenge!

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SOURCE: MARTIN LINDSTROM COMPANY/MILLWARD BROWN
And it does so multisensory, or 5D…

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My question to you:
If brand is regarded as a strategic asset…
… why is it not managed as a
value chain where all the
subsequent steps taken are
focused on improving
its performance?
… and why do most organisations
put most effort in defining what the
brand should stand for, and not in
realising that promise (proof)?

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IKEA
2005
IKEA wordle

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IKEA 2012
2011/12
IKEA wordle

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Bring strategic, creative and executional sides of
brand(ing) together in a value chain and process!
The idea:
Use chain management principles

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The Brand Life Cycle

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The Brand Life Cycle
Determine the positioning, and
how it will be organised and
planned by defining
process and road map

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The Brand Life Cycle
Translate positioning
into symbolism,
communication and behavior
(i.e. naming, brand hierarchy
and identity)

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The Brand Life Cycle
Activate brand towards
employees, customers,
prospects and other
stakeholder groups
(i.e. delivering the brand promise)

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The Brand Life Cycle
Validate and evaluate brand
promise delivery (i.e. proof);
define and implement brand
performance enhancements
where required

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A case in point

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Case in point: DELETED FOR CONFIDENTIALITY REASONS

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1:X
for every Euro invested in strategy and creation, X Euros are on
average needed for implementation
The branding investment ratio…

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:20
interesting of course is how this ’20’ will be financed and
accounted for
The branding investment ratio…

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This is what you want to avoid…
Some obvious examples

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But brand promise and proof mismatch can be also more subtle…
Promise:
Just as mobile, online
and watching TV but
against extremely
favourable pricing
Proof:
Four established advantages:
•Fixed low price
•Clear subscriptions
•Always insight into your costs
•Quality as it should be
For duration of one year:
from € 41 for € 37.50 per month
Temporary free
mechanic to the
value of € 50

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So, how do we evaluate whether
and how brand promise is
delivered both internally and
externally?

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Going back to the Brand Life Cycle
Brand Performance Scan

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Measure to what extent a brand fulfils its promise both in its
internal and external (brand) communication
central de-central
across channels & touchpoints
through the organisaion
Inside-out

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How?:
Using the Brand Performance Scan

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How?:
Using the Brand Performance Scan

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How?:
Using the Brand Performance Scan

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Results of Brand Performance Scan:
Road map to a strong(er) brand
C
onsul
to
be
2013 2014 2015
symbolismCommunication
Behaviour
User work sessions
Training of individual target groups
Review most important processes
Measure progress
Analysis brand touch
points
Redefinition proof points
Analysis external
Dashboard 1.0: provide insight in
brand image / experience
Integrate with,
amongst others,
social media
Guidelines Marketing
Communications on basis of
redefined positioning
Translation
positioning to
target groups
Assess impact on people
Communication and quick wins
Adjust and secure
Definition of quick wins
Implement newly defined
process
Ongoing development
brand identity
Dashboard 2.0
Optimised Brand
Management

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To conclude…

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The New Normal in brand management
The increased number of channels and touch points have created the
need for a more process driven approach to brand delivery
Using value chain management principles – for managing your brand –
will enhance company and brand performance
Regularly evaluate how brand promise is met by brand proof, as a way to
get around many internal processes

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Questions?

34. Thank you for your attention!
marc.cloosterman@vim-group.com
twitter mcloosterman