interbrand accelerator - activating brand opportunities for business growth

Interbrand Accelerator – Activating brand opportunities for business growth

Breakfast workshop

10th December 2015

To arm you with ideas for how you can: Align your organisation around a clear set of

brand priorities Bring meaningful improvements to the

customer experience today Deliver long-term brand value

Our objective for today

| Interbrand Accelerator | London | 10 December 20152

The objective: To deliver on your business strategy, through your brand…

Business Strategy

Brand

Customer Experience…by delivering a seamless and coherent brand experience for customers across touchpoints


But to deliver a seamless customer experience CEO’s and CMO’s face a major challenge

CMO

Retail Experience Social

Media

CustomerServiceCRM

TeamDigitalTeamSales

Team

MarketingTeam

Product Team

Comms

IBE

Media Channels

Product

People

HRTeam

MediaTeam

Int.CommsTeam


This can be compounded by multiple external partners and geographies

CMO

SocialMedia

DigitalTeam

MarketingTeam Comms

Media Channels

MediaTeam

NorthAmeric

a

Africa

South Americ

a

Middle East

Asia

Agency 1

Agency 2

Agency 3 Agenc

y 4

Agency 5

Agency 6


Agency

Agency

Agency

Agency

Agency

Agency

Agency

Agency

What is needed is internal brand alignment to deliver external brand coherence

CMORetail Experience

SocialMedia

CustomerService

Comms

IBE

Media Channels

Product

People

CRMTeam

DigitalTeam

HRTeam

Int.CommsTeam

Product Team

SalesTeam

MediaTeam

MarketingTeam


Authenticity

Engagement

Clarity

Commitment

Governance

Responsiveness

INTERNAL FACTORS

Relevance

Differentiation

Consistency

Presence

EXTERNAL FACTORS

At the core of the Interbrand Accelerator approach is our Brand Strength framework


We know strong brands generate superior financial returns

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150

20406080

100120140160180200220240

BGB 100 S&P 500 MSCI World

Best Global Brands portfolio versus S&P 500 and Morgan Stanley Composite World Index

Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands

Inde

xes

to 2

000

valu

es e

qual

ing

100


10

Juke Nismo

We have been working with Nissan for 3+ years now• A strong company that

punches under its weight• Historically, globally

fragmented• Heritage as engineering

business more than a customer business

| #3 Widescreen | Interbrand | February 6, 201510 | Interbrand Accelerator | London | 10 December 201510

With challenging targets, Nissan needed a way to building and manage its brand globally

Our business success is dependent on a strong brand. What I needed was a way to engage the entire organization so that cross functional teams could prioritize what they were doing and understand the role they should play in improving brand performance.—Roel de Vries, CMO, Nissan Motor Limited


A dedicated Interbrand team work with the top 14 markets to drive brand activation in the regions

Regional Brand Engineer Americas

Regional Brand Engineer AMIE

Regional Brand Engineer APAC

Global Brand Engineer

Regional Brand Engineer China


What we do in each market on an ongoing basis:

First:Analyze

Second:Prioritize

Third:Activate


The Foundation – The annual Brand Strength Analysis

We asses the brand across the 10 dimensions of Brand Strength using carefully selected quantitative and qualitative data.

14

• Moves away from the cruder measures of ‘overall opinion’ or ‘net promoter score’

• The brand strength analysis gives strong direction when developing strategy

• It also provides a globally common ‘language’ for senior management to use.

• We undertake 15 regional analyses for NIssan.

First:Analyze

Nissan’s brand value experienced double digit growth every year since 2011

Nissan’s brand value has grown by over $5 bn in 4 years, an increase of 138% or almost 25% per year (compound).

Over the last year, Nissan’s brandvalue increased by $1.46 Bn, or 19%. Although this percentageincrease is in decline, the growth is from a higher base, and is still almost double competitors’. The average level of automotive brand value growth last year (excluding Nissan) was 10%.

Toyota VW Ford Hyundai Nissan Kia0

5

10

15

20

25

30Av

erag

e b

rand

val

ue g

row

th %

20

11 -

15


Benefits for Nissan

1. Actionable and forward-looking tool to help determine what to do next

2. Focus – Strategic focus and consistency3. Alignment - builds a sense of responsibility and a common

language for the brand4. Fresh, independent perspective from brand engineers:

dedicated ‘hybrid’ agency/client staff 5. Marketing/brand best practice ‘on tap’ internal capability

supplemented by latest brand thinking, tools etc6. Deeper global alignment of agencies, and between regions.

IB strategy guides diverse agencies within and between regions | Interbrand Accelerator Workshop | 10

December 201516 | Interbrand Accelerator | London | 10 December 201516

Thank you!