Left Brain Connectors Brand Renew Talkshow Final Ppt

BRAND TALKSHOW AND LUNCHEON ON RENEW YOUR BRAND FOR GROWTH - WHY AND HOWHCMC 12 Nov, 2009prepared by Pham Viet Anh, Left Brain Connectors

“ it’s not that the BIG eat the SMALL…it’s that the FAST eat the SLOW

Jason Jennings & Laurence HoughtonNational Best Seller

RenewRejuvenatedRebrandedRepositioningChange…

They are all the same

Change or being “changed”

Why we change?

the market keeps on evolving…

“ We can beat the competitors, but we will never beat the

trend…”

market creation(tạo dựng)

market relevance (thích nghi)

now future

industry/category

industry/category

desiremap

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

Your brand somewhere

market creation(tạo dựng)

market relevance (thích nghi)

now future

industry/category

industry/category

desiremap

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(tạo dựng)

market relevance (thích nghi)

now future

industry/category

industry/category

desiremap

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(tạo dựng)

market relevance (thích nghi)

now future

industry/category

industry/category

desiremap

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(tạo dựng)

market relevance (thích nghi)

now future

industry/category

industry/category

desiremap

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

market creation(tạo dựng)

market relevance (thích nghi)

now future

industry/category

industry/category

desiremap

differentiationvisionmissionvaluepersonality

You ExpertResearch

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

Most changes failed happen when

Business strategy was carried out with poor market understandingCreative doesn’t meet strategy Change before ready

Always, from the insight-out

imagemap

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

brand ideadesired image

customer’sperceived image

connectivity

identityintegrated marketing Communication

people, servicesProduct

….

disconnected

right strategy and fail execution

imagemap

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

connectivity

design connects strategy

desiremap and imagemap are too simple yet effective tools copyrighted by Left Brain Connectors. All right reserved.

Differentiation & integrity personalitytone and mannervisualvoiceenvironmentattitudeculture

imagemap

Building a brand image is like learning how to draw the chicken

Desire

Fix it as you go

Maintain

1. 2. 3

More than just one reason/opportunityto change the brand image (renew brand)

and more…

Product that transform business

“change to lead”

used to be market leader of Chip manufacturer before the market is commoditized.

Now maintain its market leader position in microprocessor manufacturer

leading by product innovation, constantly.

technology and branding

Invented portable music player but failed to IPOD340 millions unit sold in short timename in Oxford English dictionary

The worldwide leader in Digital Entertainment products for personal computer and the Internet with Sound Blaster Sound Cards

19811989 – Sound BlasterTo date - PDE

Personal Digital Entertainment (PDE)

Coke aluminum contour bottles for night clubs and select events.

Mission: Keep the outside look always new

Brand that transform business

“… Unilever’s new identity is an expression of vitality which is at the heart of everything they do – their brands, people and values.

The brand idea: “adding vitality to life”

“… DIRT IS GOOD is successful campaign that not only refreshing the brand image its self but also promoting new “vitality” values and personalities of the corporate brand worldwide.

“Change to lead”

From the world famous petroleum corporation (British Petroleum)to being the world leader in green energy producer

A little better Gas beyond petroleum (bp)

“… bp be perceived as a green energy company but to deliver green, environmental friendly solution worldwide. To make this vision come to life, bp had to be driven internally and signaled externally. In creating this vision, John Browne knew you couldn’t just say green, you have to be green and also look green.

green travelgreen travel

green lifegreen life

green businessgreen business

green energygreen energy

green moneygreen money

Green trends

“Change to survive”

Used to be famous in film categoryKodak invented digital photography in 1976.

Failed to Sony, Olympus, Canon, etc … negative film industry replaced by digital age.

What’s next?

Never regret the old-failed visual equity

Hello red, goodbye “yellow”

A simple yet caring CRM also help refresh the brand image -Mercedes Benz to kinder garden

Attracting young age consumer and “refreshing” the traditional-classic brand image.

They Citi Group brand architecture and group identity - “Change to fit”

corporate & investment bank

private bank

asset management

Linked name Linked icon Corporate name withdescription

Consumer market Specialty Corporate & Institutional

Brand idea is brand strategy

Change timely.

Change differently.

Change responsibly.

thank you