Ib&cc samit sinha
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Transcript of Ib&cc samit sinha
Albert Einstein
Everything should be made as simple as possible, but not simpler.
June 23 2012
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Samit Sinha: DMS-‐IITD
EvoluFon of Branding
June 23 2012
Trademark
(As a legal proof of ownership)
Sign of recogni@on
(A means to help idenFfy & disFnguish)
Means of discrimina@on
(A set of unique superiority associaFons)
Basis of a rela@onship
(Shared meanings & beliefs)
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Samit Sinha: DMS-‐IITD
The Brand, UlFmately
At its simplest the brand is An indicator of origin An assurance of delivery
A common frame of reference for all consFtuencies (It is not just a name, logo or tag-‐line)
June 23 2012
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Samit Sinha: DMS-‐IITD
Intangible Asset, But Tangible Worth
June 23 2012
Investors bet on something that is above and beyond the company’s basic ability to make and provide a product or service!
COMPANY’S MARKET CAPITALIZATION
– DEBT
– CURRENT REPLACEMENT VALUE OF ALL TANGIBLE ASSETS
– ESTIMATED VALUE OF INTANGIBLE ASSETS (IPRs, cerFficaFons etc.)
= FINANCIAL VALUE OF BRAND/S
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Samit Sinha: DMS-‐IITD
The Brand Asset
June 23 2012
The only assurance of future income A`racFng new customers Retaining exisFng ones CreaFng preference for itself Increasing purchase frequency
Commanding a premium Fostering deep loyalty
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Samit Sinha: DMS-‐IITD
Branding Is Decommodifying
June 23 2012
Commodity Brand
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Samit Sinha: DMS-‐IITD
When people don’t care whose product they buy, it is a commodity, and it has no other value above and beyond its material value.
The primary func@on of brands is to reduce our anxiety in making choices. The more we sense we know about a product, the less anxiety we feel.
Why Customers Stray
June 23 2012 Samit Sinha: DMS-‐IITD
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1. DissaFsfacFon
2. For variety
3. Lifestyle shic 4. DisaffecFon
And Why They Stay
June 23 2012
• REAL LOYALTY • Considera@on set of ONE • Not subs@tutable
Emo@onally Bonded
• Habit • Familiarity • Momentum
Contented
• Cost/effort of switching • Indifference/low involvement
Through InerFa
• RaFonal & deliberated by process of eliminaFon
By EvaluaFon
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Samit Sinha: DMS-‐IITD
Commodity To Brand
RaFonal
Do I need it?
What does it do? What does it cost?
How does it compare?
EmoFonal
I want it!
It is cool! I'm going to get it!
I only want this one!
June 23 2012
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Samit Sinha: DMS-‐IITD
Commodity Characteris@cs Brand Characteris@cs
Brand Image Vs IdenFty
The brand image can only be controlled by first establishing the brand idenFty Brand image
How it is perceived
Brand idenFty What we want it be
June 23 2012
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Samit Sinha: DMS-‐IITD
Michael Eisner, CEO Disney
“A brand is a living enFty – and it is enriched or undermined cumulaFvely over Fme, the product of a thousand small gestures”
June 23 2012
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Samit Sinha: DMS-‐IITD
Brand Impressions
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Customer
Compe@tors
Employees
Partners
Customers
Marke@ng Communica@ons
Digital Experience
Unplanned Communica@ons
Retailers
“Everyone experiences far more than he understands – yet it is experience, not understanding, that influences behavior.”
Marshall McLuhan
The Brand Is Experienced
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Samit Sinha: DMS-‐IITD
EXPERIENCES
Environments
Behavior
Product
Service
PROMISES
Media
Literature
Signage
Advertising
Experience ≥ Promise
June 23 2012
BRAND MANAGEMENT
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Samit Sinha: DMS-‐IITD
The Top Global Brands – 2012
June 23 2012 Samit Sinha: DMS-‐IITD
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APPLE AT&T
GOOGLE VERIZON
MICROSOFT HSBC
IBM NTT GROUP
WALMART TOYOTA
SAMSUNG WELLS FARGO
GE BANK OF AMERICA
COCA COLA McDONALD’S
VODAFONE SHELL
AMAZON INTEL
Brand Architecture Systems
June 23 2012 Samit Sinha: DMS-‐IITD
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Branded House
• Yamaha • Virgin • GE
Sub-‐Brands
• HP LaserJet • Sony Walkman
• Cadbury 5 Star
Endorsed Brands
• Maggi – Nestle
• Obsession – Calvin Klein
• Vivanta – Taj
House of Brands
• Dove (Unilever)
• Pringles (P&G)
• Tic Tac (Ferrero)
STRONG Responsibility Of Company As Brand Driver WEAK
WEAK Responsibility Of Product As Brand Driver STRONG
Product Vs Corporate Brands
Lesser obvious connecFon with parent organizaFon Connects to consumers with a category benefit
Brand acts essenFally as a markeFng concept
Blurred disFncFon between company and product brand Helps company relate with all stakeholders
Brand acts as broader organizaFonal concept
June 23 2012
Product branding Corporate branding
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Samit Sinha: DMS-‐IITD
BRAND
Policy Makers
Public
Partners
Suppliers
Trade
Customers
Investors
Employees
The Corporate Brand Interest Groups
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Samit Sinha: DMS-‐IITD
Corporate Brand Facets
June 23 2012
Enterprise
• A successful commercial en@ty • Investors, employees, vendors…
Product
• A marketer and seller of products & services • Customers, trade…
Ins@tu@on
• A socially responsible corporate ci@zen • Government, media, public…
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Samit Sinha: DMS-‐IITD
The Brand Opportunity
June 23 2012
RELEVANCE
What people want most
DIFFERENTIATION
What your compeFtors struggle at
LEGITIMACY
What you can (and want to) be the best in the
world at
Sweet Spot
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Samit Sinha: DMS-‐IITD
Key to Corporate Branding
Determining The Field of LegiFmacy
June 23 2012
What can you be the best
at?
What drives your
economic engine?
What is your deep & abiding passion?
Legi@mate Space
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Samit Sinha: DMS-‐IITD
The Alchemist Brand Tree™ A HolisFc Branding Framework
June 23 2012
PRODUCT EXPERIENCEQualityDesignService
VISIONPurpose/Values/Goals
COMPETENCEStrengths/Talents
FIELD OFLEGITIMACY
RELEVANCESegmentation
Strategy
DIFFERENTIATIONPositioning
Strategy
MARKETINGSTRATEGY
BRANDIDENTITY
&ARCHITECTURE
COMMUNICATION EXPERIENCEMessage
PersonalitySensorial Cues
ORGANIZATIONAL EXPERIENCEPhilosophy
PeopleBusiness Practices
OVERALLCATEGORY
PERCEPTIONS
BRAND IMAGE
INTERNAL Branded House
Emphasis
EXTERNAL House Of Brands
Emphasis
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“If you don’t stand for something, you’ll fall for anything.”
VISION = Purpose + Values + Goals
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Samit Sinha: DMS-‐IITD
The Vision Framework
Core purpose OrganisaFon’s broad, fundamental &
enduring raison d'être, beyond mere commercial moFve Perpetual guiding principle, separate from
specific goals or business strategies “Leaders die, products become obsolete,
markets change, new technologies emerge, and management fads come and go, but core ideology in a great company endures as a source of guidance and inspiraFon”
Core values OrganisaFon’s essenFal & enduring tenets
Principles, standards & acFons that people in the organizaFon represent and consider worthwhile and important
Big Hairy Audacious Goals ArFculaFon of core ideology has to be
followed by type of progress one wants to sFmulate “A vision is good. It gives cohesion to
the organizaFon and provides shared values. But to really mobilize the organizaFons you need a strategic goal (or possibly a few goals). The vision is unachievable and permanent. Your goal achievable and temporal. It may not look achievable when you first set it and all the best strategic goals seriously stretch the organizaFon, but it is achievable in principle and in a fixed period. Goals that are ten to ficy years in the future are most effecFve.”
Allan Engelhardt
June 23 2012
Core Ideology Envisioned Future
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Examples of Core Purpose
June 23 2012
3M “To solve unsolved problems innovaFvely”
Mary Kay "To give unlimited opportunity to women”
McKinsey “To help leading corporaFons and governments be more successful”
Merck "To preserve and improve human life”
Nike "To experience the emoFon of compeFFon, winning, and crushing
compeFtors” Walt Disney
"To make people happy"
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Samit Sinha: DMS-‐IITD
Examples of Core Values
June 23 2012
HP Respect and concern for the individual
The Body Shop No tesFng of cosmeFcs on animals
Sony Being a pioneer, not following others
BMW Not sacrificing quality to price
Walt Disney The worth of the family
Procter & Gamble Honesty and fairness
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A strategic business statement which is created to focus an organisaFon on a single medium-‐long term organisaFon-‐wide goal which is audacious, likely to be externally quesFonable, but not internally regarded as impossible.
Big Hairy Audacious Goals
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Samit Sinha: DMS-‐IITD
BHAGs Examples
June 23 2012
QuanFtaFve “Become a $ 125 billion company by the year 2000” (Wal-‐Mart, 1990)
QualitaFve “Become the company that most changes the world-‐wide image of Japanese products as
being poor quality” (Sony, early 1950s) “Become the best entertainment company in the world” (Walt Disney)
“Become the most powerful, the most serviceable, the most far-‐reaching world financial insFtuFon that has ever been” (CiFbank)
“To become "the pulse of the planet." (Twi`er)
David Vs. Goliath “Crush Adidas” (Nike, 1960s)
Role model “Become Harvard of the West” (Stanford University)
Simply audacious “…put a man on the moon by the end of the decade…” (JFK, 1962)
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It is not a goal, strategy or plan to be the best.
It is an understanding of what you can be best at.
Core Competence
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Samit Sinha: DMS-‐IITD
What Are You Really Good At?
June 23 2012
“The fox knows many things, but the hedgehog knows one BIG thing.”
Archolus, 7 B.C.
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Samit Sinha: DMS-‐IITD
The Fox Versus The Hedgehog
Foxes pursue many ends and see the world in all its complexity
The Fox has smart, new strategies each day And is fast, sleek & cracy and tries all kinds of ways to prevail
Hedgehogs simplify a complex world into a single organizing idea
The hedgehog has just one defense mechanism Quickly roll up into a li`le ball and become a sphere of sharp spikes
June 23 2012
The Fox Way The Hedgehog Way
The fox never wins!
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Samit Sinha: DMS-‐IITD
The Brand As A MarkeFng Concept
TABLESTAKES
Important features/benefits offered by many
DRIVERS
Important features/benefits not offered by
others
NEUTRALS
Common features/benefits of li`le or no
value to people
FOOL’S GOLD
Unique features/benefits but of li`le or no value
to people
Low
Relevan
ce
High
Low Differen@a@on High
June 23 2012
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Samit Sinha: DMS-‐IITD
Personality Its implicit character
Reflection
Brand user’s public perception
Relationship Its role in
people’s lives
Culture
The brand’s core values
Self-image
Brand user’s self-perception
picture of sender
picture of receiver
inte
rnal
exte
rnal
BRAND ESSENCE (The most permanent
part of the brand)
The Brand IdenFty Kapferer’s Brand IdenFty Prism
Physique
Its sensorial associations
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Samit Sinha: DMS-‐IITD
• Perfec@onist • Sophis@cated • Dependable
• Name • 3-‐pointed star
• Premium • Build quality
• Rich & famous
• Badge of
success • German engineering
• Successful owner
Engineering Perfec@on
The Mercedes Brand
June 23 2012
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Samit Sinha: DMS-‐IITD
• Young • ExciFng • Passionate • Sporty
• Name
• Propeller • Premium
• Rich & famous, youthful
• Pleasure Machine
• German high-‐performance
• Driving enthusiast
The Joy Of Driving
The BMW Brand
June 23 2012
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Samit Sinha: DMS-‐IITD
Brand’s Value ProposiFon
Brand’s Expression
Brand’s Psychological Benefits
Brand’s Func@onal Benefits
Brand’s Features/Aiributes
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Samit Sinha: DMS-‐IITD
Value ProposiFon Ladders
Pride
Status • Success • Pres@ge
Luxury • Reliability • Safety
Premium • German • Well-‐built
June 23 2012 Samit Sinha: DMS-‐IITD 42
Joy
Thrill • Youthfulness • Fun
Luxury • Performance • Driving pleasure
Premium • German • Well-‐built
Why People Ma`er
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The best way to develop a brand that has a high degree of relevance and consistency is to ensure that the employees of an organiza@on understand and believe in the values of the organiza@on
These cannot be invented – they have to come from the essence of the organizaFon
However, they do have to be lived sincerely Living brands have to be built on solid ground but they also have to be capable of evoluFon and change
“Culture is always a collec@ve phenomenon, because it is at least partly shared with people who live or lived within the same social environment, which is where it was learned. It is the collec@ve programming of the mind which dis@nguishes the members of one group or category of people from another.”
Geert Hofstede
Building Brand Culture
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Samit Sinha: DMS-‐IITD
Brand Values DisseminaFon Geert Hofstede
Symbols
Role Models
Rituals
Core Values
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Samit Sinha: DMS-‐IITD
Two Views On Human Nature
No fundamental difference between humans and animals
Behavior is determinisFc Determined by anterior
factors, either inherited or environmental, rather than by free will
Air, water, food, shelter, rest, sex and pain avoidance is all that we really need
People are fundamentally trustworthy, self-‐protecFng, self-‐governing, and naturally inclined towards growth and love
Cruelty, violence and dishonesty are not typical of human nature, but occur only when people are deprived of their needs
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Samit Sinha: DMS-‐IITD
Sigmund Freud Determinist View
Abraham Maslow Humanist View
Truth, goodness, beauty, unity, holism, harmony, aliveness, uniqueness, perfecFon, necessity, compleFon, jusFce, order, simplicity, richness, effortlessness, playfulness, self-‐sufficiency, meaningfulness…
Strong Brands Connect With Meta-‐needs
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Samit Sinha: DMS-‐IITD
Internalizing The Brand
Intellect
(Capacity to think)
Mindset
(Capacity to learn)
Body
(Capacity to act)
Heart
(Capacity to relate)
Effec@ve
Deployment
June 23 2012
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Samit Sinha: DMS-‐IITD
IdenFfy Brand Champions
SABOTEURS"- Working actively"against the idea"
CYNICS"- Not involved"with the idea"
AGNOSTICS"- Interested but"not committed"
CHAMPIONS"- Storytellers"who spread the idea"
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Samit Sinha: DMS-‐IITD
Entrepreneurship + Discipline = Great Company
Start-‐up Organiza@on
Great Organiza@on Hierarchical Organiza@on
Bureaucra@c Organiza@on
June 23 2012
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Samit Sinha: DMS-‐IITD