1. Antwerp, November 7, 2016
“If you’re not a BRAND
you’re a commodity”
Sophie Van Orden & Shermaine Mina

2. ThoMster Class on Branding & Positioning – 7 November 2016
1. Introduction 5’
2. THoM’ster class 60’
If you’re not a brand, you’re a commodity
3. Applying for and working at THoM 15’
4. Internship at The House of Marketing 5’
Welcome to our 1st THoM’ster class!

3. The House of Marketing as proud member of Quanteus Group

4. ThoMster Class on Branding & Positioning – 7 November 2016
The House of Marketing as proud member of Quanteus Group

5. ThoMster Class on Branding & Positioning – 7 November 2016
Our team projects combine a mix of
competences with varying involvement
in function of the
project stage
We work on exciting client projects –
in team or individual placement set-up
Our individual placements are
supported by the THoM organizational
structure
Tailored mix of:
Strategic marketing
Project management
Domain expertise
Consultant support
Core team set-up
YOU
Counselor
&
mentor
All other consultants
Knowledge base of The
House of Marketing

6. ICT & Media
Utilities &
Resources
Health Care &
Public Sector
We have clients from many different sectors
Consumer
Goods & Retail
Finance,
Insurance &
Other services
Transport &
Logistics

7. ThoMster Class on Branding & Positioning – 7 November 2016
3 Master Classes on 3 different marketing topics
Guiding you through the complete customer life cycle
Incl. real life cases from our THoM consultants
THoMers share a passion for marketing, and now it’s time to
share some of it with you

8. ThoMster Class on Branding & Positioning – 7 November 2016
1. Introduction 5’
2. THoM’ster class 60’
If you’re not a brand, you’re a commodity
3. Applying for and working at THoM 15’
4. Internship at The House of Marketing 5’
Welcome to our 1st THoM’ster class!

9. ThoMster Class on Branding & Positioning – 7 November 2016
Let’s start with you!

10. ThoMster Class on Branding & Positioning – 7 November 2016
10
Which brands do you like?

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Some strong brands

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… and why?
customization
Clear presence
recognizable
Focus on a certain
lifestyle
Experience that is
created around the
brand
Became very famous in a
few years
unique
Based on user
insights
consistent
Inspires you to live happier
Tone of voice Answers a need

13. ThoMster Class on Branding & Positioning – 7 November 2016
Which product is a top product?
Question

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Some strong products...

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… and why?
Practical
Qualitative
Durable
It always meets my
expectations
Strong emotional
connection
Can be found anywhere
Strong
Decent quality &
low price
Innovative technology
Easy to use
Differentiating Beautiful

16. ThoMster Class on Branding & Positioning – 7 November 2016
What do you think of the following brand campaigns?

17. ThoMster Class on Branding & Positioning – 7 November 2016
TV

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Radio
18

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21. ThoMster Class on Branding & Positioning – 7 November 2016

22. ThoMster Class on Branding & Positioning – 7 November 2016

23. ThoMster Class on Branding & Positioning – 7 November 2016
What is a brand?

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A brand is not .....

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... And not .....

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.... And not ....

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A brand is a world of experiences

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Which experiences qualify the brand Carrefour?
Question

29. ThoMster Class on Branding & Positioning – 7 November 2016
The promotions
The shops
The casiers
The logo
The private labels
The communication:
folders, tv commercials,
emailing, DM...
The parking
The assortment
The
pricing The shoppers
The help desk
The quality of goods
The instore
navigation
The personnel
The
evolution
The claim/promise
The opening hours
Tone of voice
The
loyalty
card
CSR/sustainabilitty policy
The caddies
.............
Nowadays, a brand has an
uncountable number of
“brand drivers”

30. ThoMster Class on Branding & Positioning – 7 November 2016
A promise between a company and its customers …
… of emotional and functional benefits around
products, services, image
and experience in the large sense
So finally... What IS a brand?

31. ThoMster Class on Branding & Positioning – 7 November 2016
“The essential
difference
between emotion and
reason
is that emotion leads
to action
while reason leads to
conclusions.”
Donald Calne, Neurologist
How important is emotion for the brand success?
Lovemarks put more focus on the emotional bonds because these create
“loyalty beyond reason”
(Saatchi & Saatchi philosophy)

32. ThoMster Class on Branding & Positioning – 7 November 2016
Forging an emotional tie with consumers is one of the
strongest ways to protect your brand from copycats

33. ThoMster Class on Branding & Positioning – 7 November 2016
You need a strong business case
to convince your CFO
The revenues, costs and resulting profit
taking a discount factor into account
The break-even point
Best and worst case scenarios
You assumptions
Am I sure the brand will boost your business?

34. ThoMster Class on Branding & Positioning – 7 November 2016
You also need a passionate story to convince your CEO
CEOs want figures but they also
need to feel it so show them:
Why it is relevant for the consumer
Why you are so passionate about it

35. ThoMster Class on Branding & Positioning – 7 November 2016
Some cases examples to prove it
New DreamBaby logo:
-New DreamBaby logo has not been approved by Jef and
Frans Colruyt
-Market research was really positive but they don’t feel it!
Launch Mobile Postcard at bpost:
-Business case was really challenged by CFO
-Johny Thijs, CEO of bpost only asked us to convince him to
download the application
Danette launch in Canada:
- R&D and CMO thought something
- Consumer insights brought a clear view on customer
expectations
... Market research recommandation turned into a 20% boost
in the sales in the 1st semester

36. ThoMster Class on Branding & Positioning – 7 November 2016
Does my brand try to make the world a better place?

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The leader brand’s check list
Does your brand convey a single & consistent message?1
Are you able to handle 21st century consumers?2
Does your brand challenge the status quo?3
Are you sure your brand will boost your business?4
Does your brand try to make the world a better place?5

38. ThoMster Class on Branding & Positioning – 7 November 2016
The FACTS story of McDonald’s

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Focusing on the right business, aiming for simplicity & relevance

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Agile and responsive to market challenges / changes

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Agile and responsive to market challenges / changes

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Agile and responsive to market challenges / changes

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Creative and generates innovation that attracts customers’ attention

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Strengthen Marketing credibility making its initiatives tangible
?
Communication
Healthy
options
Ingredients Experience

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Agile and responsive to market challenges / changes

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Ensure business’ is increasingly sustainable

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Brand Management

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The fundamentals of branding
48
knowledge equity

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Brand architecture

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What are the models of cohabitation for brands?
Brand architecture

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5
The brand architecture is linked to the heritage, the
evolution of the company and the company objectives

52. ThoMster Class on Branding & Positioning – 7 November 2016
The Brand Architecture Cube: which extensions are
possible?
52
Parent
brand
Vertical extension
Horizontal extension
Relationship
Premium
Cheaper
Similar
Category A Category B Category C
Independent brand
Linked brand (endorsement)
Same brand (sub-branding)

53. ThoMster Class on Branding & Positioning – 7 November 2016
Line extensions have to fit with the brand’s positioning and USP

54. ThoMster Class on Branding & Positioning – 7 November 2016
In the beginning, there was … the Dove soap bar
1957

55. ThoMster Class on Branding & Positioning – 7 November 2016
Years later, the Dove brand has many extensions, all
communicating the Dove USP
…
brandproductExtensions
1 USP
Moisturizing

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In a House of brands, every brand needs it’s own
positioning and own USP
Volkswagen Group (vertical extensions)

57. ThoMster Class on Branding & Positioning – 7 November 2016
#notfocused
Focus on hardware? Which category? Or focus on content?
Big loss of MS in televisions, gaming, ....
Recent evolution ... focus on “entertainment”.....

58. ThoMster Class on Branding & Positioning – 7 November 2016
Conclusion

59. ThoMster Class on Branding & Positioning – 7 November 2016
Key takeaways
A brand = a promise between a company and its customers
of emotional and functional benefits
around products, services, image and experience in the
large sense
Creating a strong brand is an intense process with tough criteria,
where multiple stakeholders have to be involved.
Always pay attention to the Architecture of the brand !
Do the different products fit within the brand’s positioning?
Do the different brands fit within the house of brands?

60. 1. Introduction 5’
2. THoM’ster class 60’
If you’re not a brand, you’re a commodity
3. Applying for and working at THoM 15’
4. Internship at The House of Marketin 5’
Welcome to our 1st THoM’ster class!

61. We are looking for (digital) Marketers
Down-to-earth
Master
degree
Trilingual
(FR/NL/EN)
Driving
license
In line with
THoM
values
Tech
savvy

62. Lucas is working as a
Junior Project Manager
for a retail bank
Lise is working as a
Junior Brand Manager
for a FMCG brand
Laetitia is working as a
Brand Manager
for a beverage company
Inge is working as a
Consultant on
Marketing Automation
for a large retail bank
Maxime is working as a
Social Media Manager
for a utilities company
Niels is working as a
Digital Marketer
In the automotive sector
Chloé is working as a
Project Manager travel retail
for a luxury brand
Karel is working as a
Retail Marketer
for a telco company
No two assignments are the same at The House of Marketing

63. Mission statement of The House of Marketing

64. Internal trainings
What does it look like, working at The House of Marketing

65. STEP 3STEP 2STEP 1
From graduate to… marketing consultant?
21th of February 2016 September 2016
1. CV
2. Cover letter
3. One-page paper
Case day! Start your career
at THoM

66. Guidelines:
 1-pager
 In English
 KPIs: Structure – Creativity – To the point – Marketing savv
Show us how passionate you are about marketing in your POV!

67. Want to be part of the 2017 prom?
You? You?
You?
 Yes!
Great! Find out more about our
recruitment process in our booklet
 I’m not sure yet…
Don’t hesitate to ask all your
questions to the THoMers

68. 1. Introduction 5’
2. THoM’ster class 60’
If you’re not a brand, you’re a commodity
3. Applying for and working at THoM 15’
4. Internship at The House of Marketing 5’
Welcome to our 1st THoM’ster class!

69. The House of Marketing has the internship for you!

70. For a creative multitasker with
a go-getter attitude
For a (digital) content freak with a soft spot
for branding & communication
For an equilibrist; in touch with his geeky
analyst side as well as
with his inner storyteller
MARKETING GENIUS 2017 YEARLY MARKETING SURVEY 2017
CONTENT MARKETING, AUTOMATION
& REBRANDING
For a conceptualist that enjoys a ride on the
full customer journey
OMNI-CHANNEL & E-COMMERCE
SERVICE LINE

71. From day one I got immersed in the marketing world and
challenging projects! The amount of responsibility combined with
a vibrant environment where all colleagues breathe & eat
marketing is very inspiring and encourages to give your best every
day. I had the chance to contribute to client projects in different
sectors, co-organize a marketing event and meet lots of
interesting people.
This internship was the perfect bridge between my studies and my
professional career. And lucky for me I could stick around since I
started as a Junior Consultant afterwards!
Lucas De Dycker
Why should you go for an internship according to Lucas
Interested? Go to thehouseofmarketing.be/join-us and apply

72. Thank you for your attention!
(and now it’s time for a drink...)