4 branding trends to manage in 2018

4 TRENDS TO MANAGE IN 2018

The food for thought for you today:

FUTURE PROOF YOUR BRAND

GOVERNANCE & ORGANISATION

BRAND PERFORMANCE

DASHBOARDING

FUTURE PROOF YOUR BRAND

YOU ARE RESPONSIBLE FOR MANAGING THE MOST

VALUABLE INTANGIBLE ASSET

BRANDING A MESS?

4 KEY DIGITAL INNOVATIONS

IMPACTING BRANDS AND BUSINESS

CONSEQUENCES FOR BRAND

MANAGERS

14 RELEVANT BOARD ROOM TOPICS

BRAND LIFE

CYCLE

MODEL

MANAGING BRAND PERFORMANCE

GOVERNANCE and ORGANISATION

RegionalisedStrategic: centralisedTactical: regionalOperational: localised

Brand CommunityStrategic: centralised

Tactical: regionalOperational: collaborative

Directive Collaborative

CentralisedStrategic: centralisedTactical: centralisedOperational: regional/local

LocalisedStrategic: centralisedTactical: localisedOperational: localised

Business-ledStrategic: centralisedTactical: business areasOperational: localised

CentralisedStrategic: centralised

Tactical: centralised / USOperational: localised

(governance model is illustrative)

Assess new brand management attitude and how brand governance is an active part of keeping a brand agile. Shift from policing to community.

THE NEW BRAND GOVERNANCE

PARADIGM

Global Country Community

Co

ntr

olle

dTr

ust

Fle

xib

le

Brand strategy,

architect. & identity

Brand design

Brand story

UX / UI

Digital strategy Brand

guidelines

Content

Digital components

Social media

Branded assets

Ext. Campaigns

Local apps

Websites(UX/platform/l

&f)

Local translation branches

UX strategy

Housing guide. & partner.

Websites(content)

Global apps

Strategic accountabilities

Tactical accountabilities

Operational accountabilities

Main brand touch points

Clear accountabilities will support the new collaborative governance model and will manage the brand in an agile manner.

DEFINING ACCOUNTABILITIES IN A

COLLABORATIVE GOVERNANCE

BRAND MANAGEMENT PERFORMANCE

Setting the benchmark on brand management

capabilities

Brand management

Measuring the impact of the internal brand organisation on brand experience with employees and customers

MEASURING BRAND MANAGEMENT

PERFORMANCE

Internal organisatiIon Brand Strategy Brand Development Brand Implementation Brand Evaluation

BenchmarkThe average grades of researchedorganisations on each of the brand management areas.

THE BENCHMARK

Advancedbrand 2.0

Expertsbrand 3.0

Beginnersbrand 1.0

Beginners and Advanced

Of the brand value is proven

Of the brand value is proven

Experts

EXPERTS IN BRAND ORIENTATION

OUTPERFORM THE OTHERS

BRAND DASHBOARD

A CONNECTED WORLD

COMPONENTS OF YOUR BRAND

DASHBOARD

Channels

Metrics

Existing/Obtainable data

ERPCore Systems

CRMMA

FinancePerformance

NPSSocial listening

Customer careCSAT

DAMBrand Portal

SETTING UP YOUR BRAND

DASHBOARD

Brand

Presence

Brand

Interest

Brand

Appreciatio

n

Brand

Loyalty

Brand

Engagement

KPI Score KPI Score KPI Score KPI Score KPI Score

7.

0

8.

0

6.

3

5.

1

7.

1

MATURITY LEVEL 1:

BASIC INSIGHTS

1: Basic Insights

2

Advanced Insights & Brand KPIs

3

Integrated Brand Platform

MATURITY LEVEL 2:

ADVANCED INSIGHTS & BRAND KPIS

Basic Insights & Analytics

3

Advanced Insights & Brand KPI’s

Integrated Brand Platform

2: Advanced Insights & Brand KPI’s

MATURITY LEVEL 3:

SURVEY FUNCTION & CONTENT DISPLAY

Basic Insights & Analytics

3: Integrated Brand Platform

TO SUMMARISE…

THANK YOU AND ENJOY READING!www.vim-group.com/futureproof

Marc Cloosterman

CEO, VIM Group

+31 6 21 24 67 01

+44 20 7947 4422

marc.cloosterman@vim-

group.com

Warnford Court

29 Throgmorton Street

London, EC2N 2AT

twitter mcloosterman