Durf als merk te ontregelen en groei! Bram van Schaik 27 juni 2019

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1 Durf als merk te ontregelen en groei! Bram van Schaik 27 juni 2019

2 Grote merken groeien niet

3 De meeste grote merken groeien niet

4 166k BRANDS 454 CATEGORIES 51 MARKETS 3.7m CONSUMER INTERVIEWS THE LARGEST Brand Building Platform In The World 5.2B DATA POINTS Est. 1998

5 The VUCA world for marketers VOLATILE UNCERTAIN COMPLEX AMBIGUOUS More change in BrandZ Top 100 ranking Unpredictable events like Brexit, US-China trade Ecosystems across multiple categories Blurred boundaries and competition

6 Strong brands generate superior shareholder returns than leading market indexes BrandZ Top 10 Powerful Brands BrandZ Strong Brands Portfolio S&P 500 MSCI Word Index 317% 196% 128% 59%

7 The Changed Top

8 De meeste grote merken groeien niet

9 Waar komt groei vandaan?

10 DISRUPTION SUSTAINABILITY EXPERIENCES

11 Waar komt groei vandaan? SALIENCE MEANING DIFFERENCE Disruptors Brands that grew Brands that declined Dead and dying

12 Disruptors

13 PayPal builds brand equity and value is delivered PayPal 9-year progress $35,440 Mil. +260% In 4 years Average brand = 100 $9,833 Mil

14

15 Doing something different from the norm to unlock or create

16 Begin bij het begin: de klantbehoefte

17 Maak gebruik van bewezen demand builders DEMAND BUILDERS HOW IT WORKS DISRUPTOR CONVENTIONAL GO TO MARKET Opens new opportunity for people to buy LOWER PRICE Attracts people who want an OK product at good price TANGIBLE ADVANTAGE Better meets new or existing needs BETTER EXPERIENCE MORE ATTRACTIVE Makes experience more convenient, simpler or enjoyable Better connects with people s values, aspirations or instincts

18 Veranderen is duur, maar is goedkoper voor sterke merken!

19 Sterke merken maken te weinig gebruik van hun kracht 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 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) 0% % 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

20 The buyer life cycle: waar vind je groei? Exposure future Experience repeat Activation immediate 21

21 The buyer life cycle: waar vind je groei? Exposure future Experience repeat Cumulative 46% growth Activation immediate 22

22 The buyer life cycle: waar vind je groei? Maximize retention of existing users +7% Exposure future Deliver a positive experience which at least matches expectations Experience repeat Cumulative 46% growth Activation immediate Frame positive expectations 23

23 The buyer life cycle: waar vind je groei? Predispose more new customers to choose brand +7% Experience repeat Exposure future Cumulative 46% growth Activation immediate Make sure predisposed can buy brand easily when the time comes +27% 24

24 The buyer life cycle: waar vind je groei? Exposure +7% future +27% Experience Cumulative 46% growth Activation Capture more undisposed shoppers in the moment repeat immediate +12% 25

25 Snel leren helpt

26 Welke inzichten heb je nodig voor disruptie? Kernvragen Welke disruptie strategie is (nog) niet toegepast in je markt? Begin bij de klantbehoefte? Wat is de kracht van je merk? Hoe kun je difference ontwikkelen vanuit die kracht? Is jouw product onderscheidend genoeg? Veranderen kost geld Wat is de van je campagne? Waar in de buyer cycle haal je het meeste rendement? Heb ik de juiste informatie om bij te sturen? Snel leren helpt Kan ik optimaliseren? Wat leer ik voor de volgende keer?

27 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

28 BrandZ.com KantarMarketPlace.com Bram van Schaik linkedin.com/in/bram