Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com

Shaping Brand Africa for the future

15 June. Windhoek - Namibia / Confidential.

AboutInterbrand

Why do destinationsneed a brand?

Brand Africaroadmap

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Agenda

Brand Africa: open debate and discussion Interbrand’s

experienceand cases

About Interbrand

HMKM

We’re a global communityof customers, clients, thinkers, makers.

JohannesburgLondonMadrid

Melbourne

AucklandBuenos Aires

CincinnatiCologne

MilanoMumbai

New YorkSao Paulo

SeoulShangaiSydneyTokyo

The world’s leading brand consultancy

Source: Financial Times

Most valuableranking for CEOs3rd

Founded in 2000 in London.

Insight experts and co-creation masters.

C Space have been working with major B2B and B2C businesses across the world to help them harness the power of the collectiveto build disruptive solutions.

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LONDONNEW YORKSAN FRANCISCOMEXICO

CO-CREATIONOPEN INNOVATIONONLINE COMMUNITIESETHNOGRAPHYINNOVATION

Experian – Innovation sprints to localize products in South Africa

Orange – Rethinking connectivity in Morocco, Ivory Coast and Senegal

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MIP– Making academia attractive to people in Ghana, Niger, Nigeria, and Algeria

Oriflame– Exploring beauty in Nigeria and Morocco

Facebook – Segmenting news readers, incl. South Africa, Nigeria and Kenya

Uber – Realigning the onboarding experience in Egypt and South Africa

Google – Localising their product portfolio in Egypt, Algeria, and Morocco

Sanofi – Supporting people with Diabetes in South Africa

Pepsi – Uncovering the next global trends in Sub-Sahara markets

Coca Cola – Inform NPD with audiences from South Africa and Kenya

Herbalife – Increase brand awareness in South Africa

Zurich – Creating new propositions for women in Sub-Sahara markets

We’ve got experience in connecting brands to Africa through digital research

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Clients partner with us to build their brands and

grow their businesses

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We have historically demonstrated how strong brands deliver superior business growth

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100

200

300

400

500

600

S&P 500

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

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

20192018

Brands are more importantthan they’veever been

2019

2,130,929 $m

2001

988,287 $m

TOP 100 BRANDSTOTAL GLOBAL VALUE

But the rules have changed

The top 20 fastest growing brands in the last 5 years over index in the Brand Strength factors of Relevance and Responsiveness. Re

spon

siven

ess

Rele

vanc

e

Today,people’s expectations are moving faster than businesses

We are more informed, more connected and much moredemanding of experiences.

Destination brands should be less about defining whatthey stand for and more about determining whereand how they should go next

Our beliefaboutdestinationbranding

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Iconic MovesAlter the

CompetitiveLandscape

Capture People’sImagination

TM

Shift customerexpectations

Force internal commitment to change

Generateexceptionalresults

Createa monopolywindow

The 4 effects of Iconic MovesTM

EconomicsSizing, prioritisingand de-risking opportunities.

BusinessUnlike design agencies, we don’t simply create -we identify and size business opportunities and deliver tangible actions to realise them.

Human TruthsExploring thechanging world of customers.

PeopleUnlike research agencies, we don’t just gather intelligence - we design and deliver businessgrowth roadmaps.

ExperiencesCreating meaningfulinteractions with customers.

InteractionsUnlike management consultancies, we don’t only consider the business angle – we understand customers, and build experiences they wantto be part of.

Interbrand Thinking

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40+ years making Iconic Moves

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Experts in destination branding

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Red Dot Award - Agency of the year 2020

Why do destinationsneed a brand?

Adresse in Berlin

Where would you transfer your moneywithout doubt or hestitation?

Hotel Altiplano, C/ Revolución 13, LA PAZ

Designed in California

Designed in California

Designed in Poland

Which product represents moreinnovation?

Hi, we are a from Idaho

Hi, we are a from London

Which team do you considermore creative?

Branded destinations carry clear perceptions

and are well positioned in people’s minds.

Why do destinations need a brand?

#1. Because destinations compete with one another


For investors For residents For tourists For multipliers

#2. Because destinations need to focus and own a conceptual territory


Wild Wild

#3. Because destinations need to involve and move people


#4. Because destinations need to communicate efficiently and effectively


Great destinationGreat destination

The Destination

#1. Compete more

effectively

Branding allow destinations to:

#2. Focus on what

matters

#3. Onboard all

relevant stakeholders

#4. Create positive

rumour

How do destinationbrands do this?

What image do you haveof Silicon Valley?

High tech, nerds and lots of innovative ideasand loads of money/investment

Are you familiar with the logo ofSilicon Valley?

Observation 1

Destination Branding isnot about the logo.

What image do you haveof Las Vegas?

Gambling, parties, night life, bright lights, easy living…

Have you ever been to Las Vegas?

Observation 2

Destination brands tell stories that we all know, regardless of whether we’ve been there or not.

What image do you haveof Galapagos?

Pure nature, wilderness, giant turtles andmonsterous lizards

Do you know where the Galapagos islands are located?

Observation 3

Destination brands tell stories regardless of their geographical location.

Destination brands don‘t need

1. A logotype2. First-hand experiences3. A clear location

Destination brands need…

An iconic story that key stakeholders believe and desire.

The key to success in branding

To consistently deliver a promise over time

Example:

Promise: excess and over-the-top luxury

Consistently delivering this promise over time

Gold bar ATMMay 2010

First Armani Hotelin tallest tower Burj KhalifaJan 2010

Only 7-star hotel Burj Al ArabDec 1999

Largest indoor ski slopeMall of the EmiratesNov. 2005

World’s fastest police carBugatti VeyronMarch 2017

Supercars join police fleetLamborghini AventadorMarch 2013

Palm island with first monorail in Middle East June 2009

Highest Tennis courtTop of the Burj Al ArabOct 2009

Largest indoor theme parkIMG Worlds of AdventureSept 2016

Multi park conceptDubai ParksDec 2016

Brand Africaroadmap

The objective

To create a Brand Africa initiative and roadmap to expandthe brand’s visibility and contribute to change the visionand perception on the continent, based on agreed and shared brand values.

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This is not (just) aboutcreating a logo for Africa

But developing Africa’sglobal narrative and trajectory

for the future

The approach

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An advertising campaign won’t makeus significantly more engaging…

But promoting positive storiesand successful experiences

about Africa will

The approach

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This is not a theoretical plan… But a transformational journeyto maximize the opportunities

and progress of our society

The approach

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This is not about findingfancy words and a slogan…

But distilling our owncharacteristic spirit and share

it with the world

The approach

The challenge

It’s not about the logo.It’s about co-creating our future.

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6 questions for the next 10 years

How can we trulyidentify and activate Africa’smeaning in people’s heartsand minds?

How can webreak themisconceptionsassociated and current image?

How can wecreate a sustainableand competitivebrandtrajectory?

How can weincrease thecommercialpotential of theAfrica Brand?

How can wedefine, write - and activate - thenext chapter of the Africa story?

How do we putAfrica’s values and narrative at the coreof a bigger & betterexperience?

HUMAN TRUTHS ECONOMICS EXPERIENCES

6 questions for the next 10 years that respond to our agreed challenges

How can we trulyidentify and activate Africa’smeaning in people’s heartsand minds?

How can webreak themisconceptionsassociated and current image?

How can wecreate a sustainableand competitivebrandtrajectory?

How can weincrease thecommercialpotential of theAfrica Brand?

How can wedefine, write - and activate - thenext chapter of the Africa story?

How do we putAfrica’s values and narrative at the coreof a bigger & betterexperience?

HUMAN TRUTHS ECONOMICS EXPERIENCES

• Engaging the public and the private sectorsas well as local communities and thediaspora in promoting positive stories and successful experiences about Africa

• Supporting evidence-based research to better understand the perception of touristsabout Africa and to address the relatedchallenges

• Building a strong ‘Brand Africa’ in anincreasingly competitive marketplace and a constantly changing businessenvironment to unlock the tourismpotential

• Leveraging tourism as a cross-cuttingsector with high impact on the national and regional image of Africa to enhance theimage of individual destinations

• Encouraging private sector engagement in the creation and dissemination of contentand storyboards that contribute to enhancethe image of Africa

• Taking charge of its global narrative and contributing to shape Africa’s image and positioningin the world

• Enhancing digitalization to widely and effectivelypromote a positive African narrative

• Supporting tourism start-ups, innovation and thecreative industries, including gastronomy, to enhance the image of the region and itsdestinations

• Working towards a set of common brand valuesand actions that can support the positioning of Africa and enhance tourism development

We believe that grounding our work in stakeholders’ (citizens & tourists) needs

and motivations – through co-creation - is fundamental to the future success.

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Our approach

Co-creatingwith keystakeholders

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HUMAN TRUTHS

Shapingthe future

ECONOMICS

• How can we create a sustainable and competitive brand trajectory?

• How can we increase the commercial potential of the Africa Brand?

Showingour spirit

EXPERIENCES

• How can we define, write -and activate - the next chapter of the Africa story?

• How do we put Africa’s values and narrative at the core of a bigger & better experience?

• How can we break the misconceptions associated and current image?

• How can we truly identify and activate Africa’s meaning in people’s hearts and minds?

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Recommended Roadmap & Action Plan

HUMAN TRUTHS ECONOMICS EXPERIENCESPHASE Co-creating

with key stakeholders(Departure Point)

Shapingthe future(Ambition)

Showing our spirit(Trajectory & Moves)

OBJECTIVE

Understand brand Africa departure point from a triple lens: brand, competitive environment & stakeholders (i.e. tourists & citizens).

Gap-perception analysis and hypothesis development.

Development of a ”People’s” Council to research/enrich/validate throughout the project.

Develop Brand Africa strategy, ambition and experience principles.

Outline a clear roadmap providing African countries with common frameworks based on agreed and shared brand values to shape and align their offering.

Identify and develop Brand Africa main assets: visual & verbal elements that integrate the experience and deliver against the defined Brand Strategy.

Identify Brand Africa potential moves to reach the ambition and deploy the roadmap.

Brand Ambassadors Program

Brand implementation and activation.

Roll-out strategy, internal activation and ongoing supervision.

KPI Tracking.

ACTIVITIES

• Kick-Off &• Information gathering and review• Stakeholder mapping & interviews• Global Quantitative Research Study• Brand Audit• Best-in-class benchmarking• Trends Analysis• Worldwide Panel of Experts• Co-creation workshops• People’s Council (ongoing live community with

local citizens and global tourists)• Findings Session & Hypothesis development

• Brand Strategy (ambition, purpose, values, positioning, experience principles, etc.)

• Brand Architecture Definition

• Brand Roadmap

• Visual Identity (logotype, typography, colour palette, etc.)

• Brand World (imagery, comms layout system, etc)

• Brand Feel• Verbal Identity (tone of voice & key

messaging)• Brand Trajectory• Identification of Brand Moves• Brand Ambassadors Program

• Offline implementation• Digital implementation• Offsite implementation• Merchandising• Sonic & Sensory Branding• Brand Guidelines (including specific digital

and communication guidelines)• Brand launch (internal & external)• Brand Marketing Plan• Roll-Out Strategy• Implementation supervision• KPI Tracking

OUTPUT

• Co-creation workshop and hypothesis development

• Findings on Brand Africa departure point• Hypothesis development

• Brand Strategy

• Brand Architecture Definition

• Brand Roadmap

• Definition of Visual & Verbal Assets• Brand Trajectory• Brand Moves• Brand Ambassadors

• 360º Brand Implementation• Brand Guidelines• Brand Marketing Plan• Roll-Out Strategy• Implementation supervision• KPI Tracking

Brand Africa: open debate & discussion

Main learning from yesterday’s workshop with CEOs

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There’s a unified and alignedagreement on the need to create

Brand Africa

ILLUSTRATIVE

Infrastructure Untouched

Remoteness Adventure

Expensive Exclusive inclusivity

OpportunityBarrier

Brand Africa

Main discussion topics for today’s session

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#1Turning barriers and misperceptions

into opportunities


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#2Africa Brand vs. Country Brands:

relationship (quid pro quo)


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#3Balance, roles & participation

of African Country-Brands


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#4Finding our unique (and

relevant) narrative


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#5Involving all stakeholders

(and beyond a purelytourism-driven angle)


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#6Having an inside-out &

outside-in approach


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#7Being mindful of the

resources needed to makeBrand Africa happen

Interbrand’s experienceand cases

ISTANBUL AIRPORT

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