durf als merk te ontregelen en groei!€¦ · the vuca world for marketers volatile more change in...
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Bram van Schaik
27 juni 2019
Durf als merk te ontregelen en groei!
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Grote merken groeien niet
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De meestegrote merken groeien niet
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THE LARGEST
Brand Building Platform
In The World
Est. 1998
166kBRANDS
454CATEGORIES
3.7mCONSUMER
INTERVIEWS
5.2BDATA POINTS
51MARKETS
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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
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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
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The Changed Top 10
2006
2019
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De meestegrote merken groeien niet
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Waar komt groei vandaan?
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DISRUPTIONSUSTAINABILITYEXPERIENCES
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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
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0
50
100
150
200
0
50
100
150
200
0
50
100
150
200
Disruptors
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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.
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https://www.youtube.com/watch?v=RDQCQBialcM
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Doing something
different from the norm
to unlock or create
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Begin bij het begin:
de klantbehoefte
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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”
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Veranderen is duur, maar is goedkoper voor sterke merken!
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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)
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The buyer life cycle: waar vind je groei?
21
Exposure
Influences
future
sales
Experience
Influences
repeat
sales
Activation
Influences
immediate
sales
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22
Cumulative
46%growth
Exposure
Influences
future
sales
Experience
Influences
repeat
sales
Activation
Influences
immediate
sales
The buyer life cycle: waar vind je groei?
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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?
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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?
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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?
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Snel leren helpt
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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?
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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
““
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BrandZ.com
KantarMarketPlace.com
Bram van Schaik
linkedin.com/in/bram76
06 518 23 140