London, February, 2016 CIM

Growing brands and businesses

Horse & Buggy

3 I Interbrand for Haribo | 29. January 2016

A brand is a living business asset, brought to life across

all touchpoints which, if properly managed, creates

identification, differentiation and value.

More than a computer

More than a car

THE RULES ARE CHANGING

THE AGE OF IDENTITY

The brand was the identifier of business

THE AGE OF IDENTITY

Its goal was differentiation and identification

THE AGE OF IDENTITY

Finance

Sales

Human resources

Marketing

Marketing Operations

Distribution

R&D

Business Strategy

Brand

THE AGE OF IDENTITY

THE AGE OF VALUE

THE AGE OF VALUE

Brands become business assets Most Useful Rankings to CEOs PR Week 1. Fortune 500 2. Best Companies to Work for 3. Interbrands Best Global Brands

THE AGE OF VALUE

Understanding the creation of value

THE AGE OF VALUE

Marketing Brand

R&D

Finance

Distribution

Human Resources

Sales

Manufacturing/ Operations

Business Strategy

Brand Strategy

Business Strategy

THE AGE OF EXPERIENCE

THE AGE OF EXPERIENCE

Power shift from the brand to the consumer

THE AGE OF EXPERIENCE

PRODUCTS & SERVICES

THE AGE OF EXPERIENCE

PEOPLE & BEHAVIOURS

THE AGE OF EXPERIENCE

ENVIRONMENTS & CHANNELS

THE AGE OF EXPERIENCE

COMMUNICATIONS

THE AGE OF EXPERIENCE

BRAND AS THE TRUE DIFFERENTIATOR

THE AGE OF EXPERIENCE

Finance

Sales

Human resources

Marketing

Marketing Operations

Distribution

R&D

Business Strategy

Brand Strategy

THE AGE OF EXPERIENCE

OUR EVOLVING ROLE

THE AGE OF IDENTITY + THE AGE OF VALUE + THE AGE OF EXPERIENCES +

WHATS NEXT?

THE AGE OF YOU

An age of 7 billion brands

Big data meets internet of anything

Supply chains reformed around people

The world will be boundary-less; glocal as status quo

Data liquidity will be as important to global markets as capital

Companies will replace states as infrastructure providers

#Mecosystem will be created to better serve the consumer

26

THE AGE OF YOU Micro Moments

27

THE AGE OF YOU Macro context

THE AGE OF YOU - Personalised

THE AGE OF YOU - Predictive

THE AGE OF YOU Contextural

OUR EVOLVING ROLE

THE AGE OF IDENTITY + THE AGE OF VALUE + THE AGE OF EXPERIENCES +

MAKING BUSINESS PERSONAL

I Interbrand for Haribo | 29. January 2016 32

Growing brands and businesses in the age of you

A Proposition with purpose

A potent personality

The real challenge: Managing your brand seamlessly across the entire customer experience to deliver business growth.

35

Products & services

Online & offline environments

People & behaviors

Communications

The Brand The strategy for the business

The experience

But there are thousands of things you could change to improve the brand experience.

36

And many of those experiences are controlled by departments outside your control.

37

Overwhelming choice and differing agendas create a lack of focus throughout the organization. And an incoherent experience for their customers.

38

CMOs need a clear roadmap to identify and prioritize actions that will generate growth

39

And a means to align the organization around those priorities.

40

A framework for the organisation

AUTHENTICITY Are we credible in the promises we make? Can we deliver on what we promise?

RELEVANCE Are we delivering against the drivers of demand?

DIFFERENTIATION Do we stand out and own our positioning?

CONSISTENCY Is our customer experience seamless across touch points?

PRESENCE Is our brand part of the conversation?

EXTERNAL FACTORS

CLARITY Are we clearly articulating across the organization what the brand stands for?

COMMITMENT Is the brand receiving sufficient support internally to help deliver business objectives?

PROTECTION Are we protecting the brand in its space against existing and emerging threats?

RESPONSIVENESS Is our brand built for tomorrow?

INTERNAL FACTORS

UNDERSTANDING Do customers understand the distinctive qualities and characteristics of our brand?

A model based on data from the whole business

Employee clarity

Investment

R&D pipeline

IP protection

Perceived quality

Consideration (non)

Creative consistency

Spontaneous Awareness

Brand vision

Engagement

Customer insight

Leadership

Loyalty rates Price premium Share of wallet

Ad awareness

X/10

X/10

X/10

X/10

X/10

X/10

X/10

X/10

X/10

Risk managing

X/10

X/10

Familiarity Brand specific attributes

Distinctive

PROTECTION

RESPONSIVENESS

AUTHENTICITY

CLARITY

COMMITMENT

RELEVANCE

DIFFERENTIATION

CONSISTENCY

PRESENCE

UNDERSTANDING

Taste tests

Product consistency

Distribution

In-store /execution

Earned Media Social media

Fun, Appealing

Enterprise wide strategies

Overall 42 Clarity 0 1 2 3 4 5 6 7 8 9 10

Commitment 0 1 2 3 4 5 6 7 8 9 10

Protection 0 1 2 3 4 5 6 7 8 9 10

Responsiveness 0 1 2 3 4 5 6 7 8 9 10

Authenticity 0 1 2 3 4 5 6 7 8 9 10

Relevance 0 1 2 3 4 5 6 7 8 9 10

Differentiation 0 1 2 3 4 5 6 7 8 9 10

Consistency 0 1 2 3 4 5 6 7 8 9 10

Presence 0 1 2 3 4 5 6 7 8 9 10

Understanding 0 1 2 3 4 5 6 7 8 9 10

Inte

rnal

E

xter

nal

Competitive set best in class

Competitive set average

Biggest gap to competitive set

2.5

3.5

3.5

Illustrative

Agency

Agency

Agency

Agency

Agency

Agency

Agency

Agency

CMO Retail Experience

Digital Channels

Customer Service

Comms

Culture

Media People

CRM Team

Digital Team

HR Team

Sales Team

Media Team

Marketing Team

Product

Int. Comms Team

Product Team

Brand & Busines

s Strategy

| HSBC | Interbrand | February 2016 44

A collective, creative approach to experience creation

45

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

Improved brand opinion

46

0

10

20

30

40

50

60

70

KSA UAE CAN RUS MEX EUR BRA IND AUS THI JAP

Bra

nd O

pini

on S

core

Global sales

47

Nissan Total Sales 2010

Nissan Total Sales 2014

+25%

Source: Nissan Annual Sales Report

Thank you!

Growing brands and businessesSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34The real challenge:Managing your brand seamlessly across the entire customer experience to deliver business growth. But there are thousands of things you could change to improve the brand experience. And many of those experiences are controlled by departments outside your control.Overwhelming choice and differing agendas create a lack of focus throughout the organization.And an incoherent experience for their customers.CMOs need a clear roadmap to identify and prioritize actions that will generate growthAnd a means to align the organization around those priorities. Slide Number 41Slide Number 42Slide Number 43A collective, creative approach to experience creationSlide Number 45Improved brand opinionGlobal salesSlide Number 48