4 branding trends to manage in 2018
TRANSCRIPT
The food for thought for you today:
FUTURE PROOF YOUR BRAND
GOVERNANCE & ORGANISATION
BRAND PERFORMANCE
DASHBOARDING
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
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
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