durf als merk te ontregelen en groei! - kantar tns€¦ · durf als merk te ontregelen en groei!...

Bram van Schaik

27 juni 2019

Durf als merk te ontregelen en groei!

Grote merken groeien niet

De meestegrote merken groeien niet

THE LARGEST

Brand Building Platform

In The World

Est. 1998

166kBRANDS

454CATEGORIES

3.7mCONSUMER

INTERVIEWS

5.2BDATA POINTS

51MARKETS

The VUCA world for marketers

VOLATILE

More change in

BrandZ Top

100 ranking

UNCERTAIN

Unpredictable events

like Brexit, US-China

trade

COMPLEX

Ecosystems across

multiple categories

AMBIGUOUS

Blurred boundaries

and competition

317%

196%

128%

59%

2006 2007 2008 2009 2010 2011 2012 2013 2014 201 5 2016 2017 2018 2019

BrandZ Top 10 Powerful Brands

BrandZ Strong Brands Portfolio

S&P 500

MSCI Word Index

Strong brands generate superior shareholder returns than leading market indexes

The Changed Top 10

2006

2019

De meestegrote merken groeien niet

Waar komt groei vandaan?

DISRUPTIONSUSTAINABILITYEXPERIENCES

Waar komt groei vandaan?

-25 -5 15 35 55 -25 -5 15 35 55

SALIENCE DIFFERENCE

Disruptors

Brands that grew

Brands that declined

Dead and dying

-25 -5 15 35 55

MEANING

0

50

100

150

200

0

50

100

150

200

0

50

100

150

200

Disruptors

PayPal builds brand equity

and value is delivered

2006 2018

Average brand = 100

2014

7466

100

$9,833 Mil.

PayPal 9-year progress

+260%In 4 years

151 121 110

$35,440 Mil.

https://www.youtube.com/watch?v=RDQCQBialcM

Doing something

different from the norm

to unlock or create

Begin bij het begin:

de klantbehoefte

DEMAND BUILDERS HOW IT WORKS DISRUPTOR CONVENTIONAL

GO TO MARKET Opens new opportunity for people to buy

LOWER PRICEAttracts people who want an OK

product at good price

TANGIBLE ADVANTAGE Better meets new or existing needs

BETTER EXPERIENCEMakes experience more convenient,

simpler or enjoyable

MORE ATTRACTIVEBetter connects with people’s values,

aspirations or instincts

Maak gebruik van bewezen “demand builders”

Veranderen is duur, maar is goedkoper voor sterke merken!

Sterke merken maken te weinig gebruik van hun kracht

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% of all global ads % of ads for brands showing growth

Continuation of existing campaign New campaign evolving from old

New campaign major departure None of these

Multipliers voor ROI:

Factor impacting likely return on current marketing

investment

1. Market/brand size and market share (18.0)

2. Creativity of marketing activity (12.0)

3. Budget allocation across brand variant, brand portfolio and

geography (3)

4. Synergy from media integration (2,5)

The buyer life cycle: waar vind je groei?

21

Exposure

Influences

future

sales

Experience

Influences

repeat

sales

Activation

Influences

immediate

sales

22

Cumulative

46%growth

Exposure

Influences

future

sales

Experience

Influences

repeat

sales

Activation

Influences

immediate

sales

The buyer life cycle: waar vind je groei?

23

Cumulative

46%growth

+7%

Maximize retention

of existing users

Exposure

Influences

future

sales

Frame positive

expectations

Experience

Influences

repeat

sales

Deliver a positive

experience which at

least matches

expectations

Activation

Influences

immediate

sales

The buyer life cycle: waar vind je groei?

24

Cumulative

46%growth

+7%

Predispose more new

customers to choose brand

Exposure

Influences

future

sales

+27%

Make sure predisposed can buy

brand easily when the time comes

Experience

Influences

repeat

sales

Activation

Influences

immediate

sales

The buyer life cycle: waar vind je groei?

25

Cumulative

46%growth

+7%

Exposure

Influences

future

sales

+27%

Experience

Influences

repeat

sales

+12%

Capture more

undisposed shoppers in

the moment

Activation

Influences

immediate

sales

The buyer life cycle: waar vind je groei?

Snel leren helpt

Welke inzichten heb je nodig voor disruptie?

Kernvragen

Begin bij de klantbehoefte?

Welke disruptie strategie is (nog) niet toegepast in je markt?

Wat is de kracht van je merk?

Hoe kun je “difference” ontwikkelen vanuit die kracht?

Veranderen kost geld

Is jouw product onderscheidend genoeg?

Wat is de van je campagne?

Waar in de buyer cycle haal je het meeste rendement?

Snel leren helpt

Heb ik de juiste informatie om bij te sturen?

Kan ik optimaliseren?

Wat leer ik voor de volgende keer?

If you’re good at course

correcting, being wrong may

be less costly than you think,

whereas being slow is going

to be expensive for sure.

Jeff Bezos,

Founder and CEO of Amazon

““

BrandZ.com

KantarMarketPlace.com

Bram van Schaik

linkedin.com/in/bram76

Bram.van.Schaik@kantar.com

06 518 23 140