![Page 1: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/1.jpg)
BRAND LEADERSHIP
IT’S NOT ABOUT SIZE
![Page 2: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/2.jpg)
Be recognized for what you do.
But be defined by how you do it.
![Page 3: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/3.jpg)
BRAND LEADERSHIP
ENCOMPASSES FOUR KEY
DIMENSIONS
![Page 4: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/4.jpg)
(THOUGHT LEADERSHIP)
VISION & IMAGINATION
![Page 5: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/5.jpg)
(PRODUCT LEADERSHIP)
FORMULATION & QUALITY
![Page 6: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/6.jpg)
(SERVICE LEADERSHIP)
RELEVANCE & RESPONSIVENESS
![Page 7: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/7.jpg)
(AUTHENTICITY LEADERSHIP)
BELIEF & TRUST
![Page 8: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/8.jpg)
MAJOR BRANDS
![Page 9: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/9.jpg)
![Page 10: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/10.jpg)
EMERGING BRANDS
![Page 11: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/11.jpg)
![Page 12: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/12.jpg)
EXCLUSIVITY. IT’S A FLEETING THING
![Page 13: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/13.jpg)
SUCCESS BREEDS SIMILARITY
![Page 14: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/14.jpg)
![Page 15: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/15.jpg)
![Page 16: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/16.jpg)
![Page 17: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/17.jpg)
POST-DEMOGRAPHIC CONSUMERISM
Cosme&cExecu&veWomen(CEW)eventof2016:2016Trends:NewConsumerismRules
![Page 18: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/18.jpg)
Traditional demographic markers such as age, income and gender are no longer effective
for targeting consumers.
Cosme&cExecu&veWomen(CEW)eventof2016:2016Trends:NewConsumerismRules
![Page 19: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/19.jpg)
Individual needs and values now drive customers’ purchases and loyalties
Cosme&cExecu&veWomen(CEW)eventof2016:2016Trends:NewConsumerismRules
![Page 20: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/20.jpg)
Consumers are freer than ever before to construct their lifestyles according to their own ideals and tastes
with little regard for tradition or convention
Cosme&cExecu&veWomen(CEW)eventof2016:2016Trends:NewConsumerismRules
![Page 21: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/21.jpg)
POST-DEMOGRAPHIC CONSUMERISM
Cosme&cExecu&veWomen(CEW)eventof2016:2016Trends:NewConsumerismRules
![Page 22: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/22.jpg)
Women over 18 now represent a larger
proportion of gamers than boys under 18
![Page 23: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/23.jpg)
Men searched Google for ‘hair care’ 6% more
than women throughout 2015
![Page 24: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/24.jpg)
MEGATRENDS
![Page 25: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/25.jpg)
Acceleration in lifestyle trends
Quest for knowledge, safety and convenience
Digital upgrading path to purchase
![Page 26: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/26.jpg)
Greater access to beauty brands
“Anti-establishment” consumer mindset
Interest in the supply chain and the exact ingredients in products
![Page 27: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/27.jpg)
BEHAVIORS
![Page 28: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/28.jpg)
(NEW NORMAL)
Embrace new attitudes, new freedoms
and new expectations
![Page 29: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/29.jpg)
(HERITAGE HERESY)
Be prepared to re-examine or overturn
your brand heritage
![Page 30: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/30.jpg)
(TASTE-LED TARGETING)
Use technology to tailor your marketing, products and services for a segment of one
![Page 31: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/31.jpg)
TACTICS
![Page 32: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/32.jpg)
(THE THREE “D”s)
DISRUPTION DESTRUCTION
DELIVERY
![Page 33: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/33.jpg)
(DISRUPTION)
Encourage and embrace new channels of
thinking, solutions and implementation
![Page 34: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/34.jpg)
(DESTRUCTION)
Vigorously challenge and eliminate processes,
procedures and products that fail to align with the
new normal
![Page 35: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/35.jpg)
(DELIVERY)
Establish internal belief systems and behaviors that
drive customer-centric products, packaging and
relationships
![Page 36: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/36.jpg)
INNOVATION
User-centric Values based
Relevant
![Page 37: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/37.jpg)
INNOVATION Particle reduction from 1/10th to 1/50th the size
Employs natural and environmentally sustainable
materials
Lower carbon footprint
![Page 38: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/38.jpg)
INNOVATION Dual chamber dispensing
system with custom-blending technology
Precise delivery of two formulas of varying viscosities and
rheologies
![Page 39: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/39.jpg)
FORMULATION
Natural Organic
Sustainable Responsible
![Page 40: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/40.jpg)
“Formulas for success.”�
FORMULATION
![Page 41: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/41.jpg)
FORMULATION
“Formulas for success.”�
![Page 42: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/42.jpg)
PACKAGING Natural
Sustainable Recyclable
![Page 43: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/43.jpg)
PACKAGING Shaping
Decorating Portable
![Page 44: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/44.jpg)
MILK Minimalist approach to branding
No application brushes
Wide range of eye and lip products
Transparent & shareable
![Page 45: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/45.jpg)
MatchCo iPhone app scans skin
Creates a custom foundation
Unexpected user base 40+
![Page 46: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/46.jpg)
MADISON REED
Salon results hair color
Highest quality ingredients
Deep savings
Subscription
Clicks, no bricks (Except Manhattan)
![Page 47: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/47.jpg)
TAKEAWAYS
Product Formulation Supply Chain Partner Packaging & Design
Marketing & Promotion Brand & Product Owners
![Page 48: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/48.jpg)
TAKEAWAYS
1. TARGET INCLUSIVELY Think individual needs and values first.
Demographics second.
![Page 49: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/49.jpg)
TAKEAWAYS
2. SHARE FEARLESSLY Use social media to create a brand
ecosystem that builds and maintains relationships of value
![Page 50: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/50.jpg)
TAKEAWAYS
3. INNOVATE ENDLESSLY Create a progressive environment of
ideas and possibilities that includes all of your stakeholders
![Page 51: BRAND LEADERSHIP ABOUT SIZE - Delia...brand leadership it’s not about size . be recognized for what you do. but be defined by how you do it. brand leadership encompasses four key](https://reader034.vdocuments.us/reader034/viewer/2022042411/5f2a801b42645a7c2b3d8031/html5/thumbnails/51.jpg)
BRAND LEADERSHIP
IT’S NOT ABOUT SIZE