Durf als merk te ontregelen en groei! Bram van Schaik 27 juni 2019
Grote merken groeien niet
De meeste grote merken groeien niet
166k BRANDS 454 CATEGORIES 51 MARKETS 3.7m CONSUMER INTERVIEWS THE LARGEST Brand Building Platform In The World 5.2B DATA POINTS Est. 1998
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
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% 2006 2007 2008 2009 2010 2011 2012 2013 2014 201 5 2016 2017 2018 2019
The Changed Top 10 2006 2019
De meeste grote merken groeien niet
Waar komt groei vandaan?
DISRUPTION SUSTAINABILITY EXPERIENCES
Waar komt groei vandaan? SALIENCE MEANING DIFFERENCE Disruptors Brands that grew Brands that declined Dead and dying -25-5 15 35 55-25 -5 15 35 55-25 -5 15 35 55
Disruptors 200 200 200 150 150 150 100 100 100 50 50 50 0 0 0
PayPal builds brand equity and value is delivered PayPal 9-year progress $35,440 Mil. +260% In 4 years 100 74 66 Average brand = 100 $9,833 Mil. 151 121 110 2006 2014 2018
https://www.youtube.com/watch?v=rdqcqbialcm
Doing something different from the norm to unlock or create
Begin bij het begin: de klantbehoefte
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
Veranderen is duur, maar is goedkoper voor sterke merken!
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
The buyer life cycle: waar vind je groei? Exposure future Experience repeat Activation immediate 21
The buyer life cycle: waar vind je groei? Exposure future Experience repeat Cumulative 46% growth Activation immediate 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
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
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
Snel leren helpt
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?
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
BrandZ.com KantarMarketPlace.com Bram van Schaik linkedin.com/in/bram76 Bram.van.Schaik@kantar.com 06 518 23 140