Recent piece co - written with Nick Kendall for joint BBH / Effective Brands conference

1. SHANGHAI HONG KONG SINGAPORE NEW YORK
EffectiveBrands Conference
The 'What': characteristics of winning global brands

2. What Makes A Great Global Brand?

3. Flow
Your thoughts
My suggestions and conclusions
Debate

4. Flow
Your thoughts
My suggestions and conclusions
Debate

5. Your Thoughts
1. Examples of great
2. Characteristics
global brands

6. Flow
Your thoughts
My suggestions and conclusions
Debate

7. Winning Global Brand Characteristics -
Quantified

8. Their Findings
Financial markets are increasingly pricing greater and greater $
worth into “brand intangibles” … but consumers – globally –
are losing their belief in all but a small core of highly energized
brands – Google / Nike / Apple etc

9. “ The few brands that are growing in worth are not just
differentiated, but highly energised – they have ‘energised
differentiation’… they are characterised by:
Vision
Invention
Dynamism”
John Gerzma & Ed Lebar
“The Brand Bubble”

10. Definitions
1. Vision – “brands with a vision embody a clear direction and point
of view on the world. They convey what they are on this planet to
achieve”

11. Definitions
1. Vision – “brands with a vision embody a clear direction and point
of view on the world. They convey what they are on this planet to
achieve”
2. Invention – “invention can be built through innovation, brand
iconography, retail environments, and customer service. A brand’s
invention can never be static. It requires a commitment to
continuous innovation, service excellence, and new forms of brand
experience”

12. Definitions
1. Vision – “brands with a vision embody a clear direction and point
of view on the world. They convey what they are on this planet to
achieve”
2. Invention – “invention can be built through innovation, brand
iconography, retail environments, and customer service. A brand’s
invention can never be static. It requires a commitment to
continuous innovation, service excellence, and new forms of brand
experience”
3. Dynamism – “typically the outcome of a big ad campaign, guerilla
marketing event, or highly visible marketplace event, dynamism
engenders a persona, community, and evangelism among a brand’s
users. Dynamic brands generate popular culture”

13. My Belief : These 3
Vision
Invention
Dynamism

14. My Belief : These 3 Plus Another 3
Global / Local
Vision
Balance
Invention Total Branding
Dynamism Universal Idea

15. Vision

16. Brand Leadership
Vs
Consumer Followership

17. “What is the single most important part of the marketing mix that is
essential to ensure a better chance of success in the marketplace? …
it is ownership of a point of view”
Siddarth Banerjee – Regional Marketing Director,
Category Development Unilever Asia
Marketing Magazine 2010

18. “What is the single most important part of the marketing mix that is
essential to ensure a better chance of success in the marketplace? …
it is ownership of a point of view”
Siddarth Banerjee – Regional Marketing Director,
Category Development Unilever Asia
Marketing Magazine 2010
These are his personal views and may not represent
those of his organisation

19. Conviction Brands
Vs
Convention Brands

20. Brand Insight
Consumer
Product Insight
Insight
?
Communications
Category Insight
Insight

21. Brand Insight
Consumer
Product Insight
Insight
?
Communications
Category Insight
Insight

23. “Search the parks in all the cities.
You’ll find no statues to committees”
Oft quoted verse

24. Consumer Foresight
Vs
Consumer Insight

25. “Vision driven brands see farther; they galvanise and inspire
consumers to join in, allowing the brand to travel into new
categories and create new meaning”
John Gerzma

26. Powerful Purposes
To inspire men to progress
To free children to explore
the world so they can
develop & grow
To help young men get an
edge in the mating game
To inspire and help people to
compete and win

27. Invention

29. Dynamism

30. Be Busy: Nike Advertising In China In 2010
NIKE Football 2011 CSL 2011 Kit launch Liu Xiang & Tiger Woods Competition Viral
OOH Campaign Online Videos
NIKE AIRFORCE ONE Rabbit Air Force one digital clock Li Na Quick Strike for French Open
Digital Campaign & Social Media Print/Digital and Social Media Campaign
Basketball culture online magazine Liu Xiang Daegu Quick Strike
Digital Campaign and Social Media Digital and Social Media Campaign
Sport Is Art (footlocker tee launch) Run Unleashed Running Campaign
Print/OOH Adaptation/Web Films/Digital OLM/Mobile
Digital Campaign
Free Yourself Campaign (running)
JLin Always On Campaign Print/OOH Adaptation
Digital Campaign
Free Yourself Campaign (women)
LBJ Always On Campaign Print/OOH Adaptation, Digital OLM, Contents, Social Media
Digital Campaign
Women JDI FOS
Always On global videos adaptation (CR, Kobe, Westbrook, Neymar) Digital and Social Media
Digital Campaign
Basketball Never Stops Campaign
Asia Games TV/Print/OOH Adaptation
Print/Magazines/OOH/Digital/T-Shirt Creation/Events/Street Posters + Painted Huge Outdoor
Building with NIKE
Kobe Black Mamba Campaign
TV/Print/OOH Adaptation
LeBron James MVP Campaign
Print Adaptation
NBA Playoffs Campaign
Retail Line Adaptation Digital OLM/Mobile
China JDI Campaign
TV/Print/OOH/Digital/Social Media and Retail Line Adaptation for all Category
Li Na Aus Open Quick Strike
(women, running, basketball)
Print and Digital OLM

31. Brand As Broadcaster

33. The Business Effect Of Fame

34. The Business Effect Of Fame

35. The Business Effect Of Fame

36. Vision Planning
Vs
Campaign Planning

37. Global / Local Balance

38. What To Avoid
“Being mindlessly global … or hopelessly local”
Well known “Unileverism “

39. The Global Brand Balancing Act
International Local Relevance /
Cachet / Status Empathy

40. Layering – Axe Japan Launch
BILL
IONS

41. “Billions”

42. “Gokon”

43. “Train”

44. “Boyfriend”

45. “Mannequin”

46. Total Branding

48. Congregations
Protestant Methodist
12 Disciples
Roman
Catholic
Evangelist
Orthodox
Total Branding Starts Inside

52. Universal Idea

53. … Born Of Universal Insight

54. Universal Insight – Human Truths

55. “Human”

56. Universal Insight – Iconic Truth

57. The Power Of Archetypes

59. Universal Insight – Mythic Truth

60. Universal Insight – Mood Truth

61. Universal Insight – Behavioural Truth

62. But any universal insight must be rooted in
the brand’s truth

63. What a great universal idea can give you
– The Johnnie Walker case study

64. Powerful Simplicity

65. Johnnie Walker Red Label and Black Label
Advertising Examples (1997-1999)

68. Internal Alignment

69. Striding man in Bangkok

70. An Idea People Want To Join In With

71. A Great Global Brand Is A Community
A Great Global Brand Creates Shared
Excitement And Understanding

72. Yulu Project
Hong Kong International Film
Festival
Shanghai International Film
Festival
Yunnan Multicultural Visual
Festival
Tokyo FILMeX
Pusan International Film
Festival (Korea)

73. Yulu Project

74. Talent Joins In
Jia Zhang Ke is one of the most influential directors
in China. He is known for his independent films and
documentaries that reflect the truth in the lives of
many normal Chinese.
He is also particularly known for his mentorship
of young film makers. This was particularly
interesting to JW as it allows the brand to “walk the
walk” by giving opportunities for a new generation
of directors to shine.
With this project,Jia Zhang Khe directed 2 films
personally and was executive producer on all 12.
The project therefore provided the opportunity for 6
protégés to create a unique piece of film.
http://en.wikipedia.org/wiki/Jia_Zhangke

75. Opinion Leaders Join In

76. Media Join In
44 M media
9.9M media value
Value +18%vs ROI= 12.6
planned times rate
card
73Mil *
95M RMB OF FREE MEDIA
16 Nov launch 5 Jan launch
Plan 8.4M Plan16.4M consumers
Reached
8.1M media 12 stations 400K
value free spots consumers
worth 2.4M media
3 episodes value
7M RMB
YANGLAN & LU YOU TALK SHOW
3 episodes achieved vs 2 plan Southern Weekly
Print only, figures in RMB

77. Consumers Join In
30 million plus online views so far…

78. “A global brand is a shared belief and
understanding.
A great global brand is one that is shared and
felt more, with more power and excitement”
Source: Nick Kendall, BBH London

79. Flow
Your thoughts
My suggestions and conclusions
Debate

80. 5 Rather Than 6 Characteristics?
Vision and/or Universal Idea
Invention
Dynamism
Global/Local Balance
Total Branding

81. Vs

82. Comparison
Yours Mine EffectiveBrands
Vision and/or Purposeful
Universal Idea Positioning
Invention Universal Truth
Dynamism Total Experience
Global/Local
Balance
Total Branding