Post on 17-Jul-2015
Brand WarfareDavid F. D’Alessandro
10 rules for building
the killer brand
Michaël huyghens, Gert Maes, Joey Van Locke, Anneke Schack, Lowie Van Holme and Gert-Jan Jeddens
BRAND WARFARE (2001)
CAREER WARFARE (2004)
David F. D’AlessandroBRAND WARFARE (2001)
CAREER WARFARE (2004)
EXECUTIVE WARFARE (2008)Marketeer of the Year ‘86 (Ad week)
50 Best CEOs ‘01 (Worth)
Four Best New CEOs ‘01 (Money)
100 Most Powerful People in Sports ’02 (Sporting News)
THE EARLIERS
The number-one brand simply
stayed the number-one
brand
NOW
No longer the biggest guy
who wins, but the fastest,
smartest guy with the best
command of new command of new
technologies
3 events toppled the number-one brands:
1. Consumers’ attitudes changed
2. It costs less to enter a business and create brand
3. The unlimited access to information that consumers now
have
Paradox
The more brands consumers have to choose from, the more
they need to cling to one good brand
Good brands do 3 things for stressed-out
consumers:
1. Saving time1. Saving time
2. Projecting the right message
3. Providing an identity
The brands: comfort, trust, convenience and identity.
Consumers: promise
Consumers need good brands as much as good
brands need them
• No need vast advertising budgets
– First wave e-commerce
• Back to old media
– Second wave e-commerce
Then why are so many ads so obscure?
Engineers not marketeers
Perpetual spinelessness Perpetual spinelessness
Apple (1984)
Legitimacy
Only established brands are allowed to be obscure
Communicate, do not celebrate
A brand message has to speak to consumers
Keep it relevant
– A brand message
• Never ending
• Cannot stand still
• Can be remade
Keep it consistent
– Virgin example
• Brand
= Know where it stands for
= To give a voice through advertising
• NOT Personality-free clichés
Advertising Agencies
don’t want to help !
– Flatter the client and win the
account
– Generate the greatest revenue
The key to great advertising
“A lot of people who know nothing somehow feel
completely qualified to override the ideas of people
who spend their lives writing, designing, casting
I’m not a creative person, but …
who spend their lives writing, designing, casting
and directing advertising.”
BE MEMORABLE
• Most companies are afraid to produce
advertisings that suggests anything
unpleasant.
• DON’T BE AFRAID OF CONTROVERSY.
BE MEMORABLE
• Don’t change the advertising
because you’re bored with it
It doesn’t mean that
• Tell the story of your brand
It doesn’t mean that
the public is tired of it
1. Know what your brand stands for
2. Let the creative people write and design
3. Protect the creatives
Great work will follow its own accord
Transferring emotion
from an event or
Make use of the HALO effect
from an event or
person to the
sponsoring brand
But do not forget that sponsorships are risky
Halo effect �������� Horn effectHalo effect �������� Horn effect
Get in for the right reasonsGet in for the right reasons
Think twice before spending millions of Think twice before spending millions of
marketing dollarsmarketing dollars
The Event Organiser
• Do not allow your exclusiveness to be attacked.
• Get it in writing
Be tough, or be
prepared to be
gouged
The Television Networks
• The network probably overpaid for the sports
property.
• Buy only the commercial time you need to buy• Buy only the commercial time you need to buy
Any more � is wasted.
The athletes and their
entourages
• Olympic games sponsored by REEBOK– The Event� REEBOK
– Athletes � NIKE– Athletes � NIKE
• Who do you think was remembered?
So don’t waste money
Look for a balance
of power
Event organizerEvent organizer
AthletesAthletes
Television networksTelevision networksSponsor
Right Expectations
This is not Halo!!
Inkind Marketing
15%: More likely to buy
50%: actively hostile
Looking for a job
The pay
The positionThe position
Character of the work environment
Those are sacrificed
Why?
• Status
• Personality of the workplace• Personality of the workplace
• Big names: magic on a résumé
A strong brand makes a tough decison easier
See the various points of view through
the prism of the brand.
What do I have to do to support the brand?
The Brand
A strong brand will inspire the people
on the inside
The greatest motivator: the brand
=> a greater purpose
=> let your people live the brand=> let your people live the brand
1. Convince your employees to worry about the
brand
2. Keep the brand front and center in
all decisions
Conclusion
“Will the decision hurt or help the brand?”
A business focused on its brand is a business
primed for success!