citi brand strategy - ntuyuang/2009_spring/citibank/2009 ntu lecture.pdf · • what is a brand?...
TRANSCRIPT
Citi Brand Strategy
Citibank University Lecture SeriesMaria ChengChief Marketing OfficerMay 27, 2009
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Today’s Agenda
• What is a Brand?
• Best Global Brand
• Citibank Brand Strategy
• Show case
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Family Fun and
Bonding
Wholesome
Entertainment
Magical
Experience
Clean Design
Intuitive
Functionality
Hip
High Performance
German
Engineering
“The Ultimate
Driving Machine”
What Do These Brands Stand For?
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What is a Brand?
• A brand is a promise to the customer – a contract between the customer and the company
• A brand embodies the quality and consistency customers have come to expect through the experience of a company’s products and services
• A brand adds value for both:
Customer
• Promises quality
• Engenders trust
• Facilitates choice
Company
• Premium price
• Higher volume
• Competitive insulation
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A brand lives in both a rational and emotional place in our consumer’s mind – it’s the sum of everything you know and feel about the name
Brand Image
NamePromotion
Product/
Service Experience
Multiple Business
Association/Relationships
Logo/Graphics
Advertising
Channel/Where Sold Competitive Activity
Press/Public Affairs
Community Perception
User Perceptions
Industry Perceptions
Breadth of Associated
Products/Services/
Commodities
Relative Price
… it is a total experience
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“A successful brand shapes customers’ experiences by embedding the
fundamental value proposition in the offering’s every feature.”- Harvard Business Review
“A brand is a living entity - and it is enriched or undermined cumulatively over time,
the product of a thousand small gestures.”- Michael Eisner, former Disney CEO
“Customer experience is bigger than customer service in that it is the full, end-to-
end experience. It starts when you first hear about Amazon from a friend, and
ends when you get the package in the mail and open it.”- Jeff Bezos, Amazon CEO
Brand Defines the Customer Experience
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Brands Are Worth Billions
Brands are the major reason investors are willing to pay 8 or 10 or 12 times the book value for a company’s stock
•HP bought Compaq for $18.7 bn (2002)
•Pepsi acquired Quaker Foods for $13 bn (2000)
•Disney bought Pixar for USD7.4 bn (2006)
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Best Global Brands 2008*
*Interbrand 2008
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Logo Evolving of Citi Brand
1976 - 1997
1998 - 2007
1976 - 1997
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(cards)
(Citisolutions, UK)
(Citisoluciones, Spain)property investors
The Challenge …for Us and Our Clients
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Our Brand Strategy Process
• Simplify our brand architecture
• Define a unifying brand purpose
• Design a unifying brand identity
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Deutsche Bank
Disney
The Gillette Companies
JP Morgan Chase
- Buy and sell business with ease
- Protect parent brand from
sub-brand risk
- Address market segmentation
needs, requiring distinct marketing
and communications strategies
- Leverage existing brand equity
- Typically “inherited”- Gain greater visibility for the brand
- Broaden perceptions of the
organization’s capabilities/businesses
- Leverage brand investment most
effectively
Approaches to Brand Architecture
Hybrid
Berkshire Hathaway
Cendant
Procter & Gamble
Unilever
American Express
AT&T
General Electric
Virgin
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Citi Brand Purpose:
Citi Brand Beliefs:
Driving Success
We are relentless in driving winning performance for our clients and our franchise – any time, anywhere.
Our employees share in our success and are committed to making a difference in the lives of people, organizations, and communities around the world.
1. Client success is our success.
2. We are one Citi.
3. We must be clear, simple and direct.
4. Raise the bar every day.
Citi’s Brand Definition…
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A Master Brand Strategy
• Greater marketplace impact
– Compelling, cohesive identity
– Simpler for clients to navigate
– Promotes cohesion and cross-sell of products and services
• More efficient to support
– Leverages consumer communication investment
• Unifying for employees
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The arc represents a bridge to financial success
Our Unified Brand Identity
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Simplified architecture
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Our Brand Point of View
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But exactly how do we turn dreams into realities?
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How Do We Express That?
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What Is the Brand Message?
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Citi Never Sleeps
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Kate Never Sleeps
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6.6 Billion People Never Sleep
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