what’s new in brands around the world? baltic pr weekend st. petersburg september 10 and 11, 2009...

What’s new in Brands around the

world?

Baltic PR WeekendSt. Petersburg

September 10 and 11, 2009wim.van.melick@ogilvy.com

• Our founder David Ogilvy started his career in advertising, in New York, in the early forties

• Already then he believed in building Brands

• He believed in Big Ideas

• He had vision

• Today we have 450 offices around the world

“You cannot work for us if you do not understand

Brands”

Shelly Lararus

Chairman Ogilvy

Worldwide

Brands are built like bird’s nests with scraps and straws

You can only consider

yourself successful if a Brand flourishes

Brands represent lasting value for companies, organizations, the

government and people

Ranking

_______

1

2

3

4

5

6

7

8

9

10

Brand

_________

Google

Microsoft

Coca Cola

IBM

McDonalds

Apple

China Mobile

General Electric

Vodafone

Malboro

Brand Value

($m) 2009__

100.000

67.000

67.000

66.000

66.000

63.000

61.000

59.000

53.000

49.000

Brand Value change

09 vs.08_________

16%

8%

16%

20%

34%

14%

7%

-16%

45%

33%

*2009 Annual BrandZ Research by Millward Brown Optimor

Performance: “I tried the Brand”

Presence: “Yes, I have heard about the Brand”

Advantage: “I buy this Brand”

Relevance: “It could be my Brand”

Bonding: “This is my Brand”

No Presence: “I don’t remember the Brand” UnknownUnknown

From an unknown Brand to love for a Brand

BrandZ model

So, Brands really matter

But what’s new around the world in Branding?

Marketing communication without engagement of the consumer is just

noise

The interruption model is dying a slow death

What I told you so far

• Understand Brands• Brands really matter• Feelings and reputation• Engaging, building relationships• Brand performance • New media in every plan• Interruption model is dying

Some current problems with Brands?*

• Consumers distrust many Brands• Consumers want Brands to be more social relevant• Brands are experienced differently country by country• Brands must come to realities of the consumer• 40% of consumers distrust financial services Brands

*McKinseyQuarterly worldwide survey

But what is really new in Brands?

The Dove case

Dove Evolution film

Dove Pro age

“The world would be a better place if more women feel more beautiful

every day”

“It is time for honest marketing”

McKinsey research

My Grandson

“The world would be a better place, if football clubs would share some of

their wealth with good causes”

“The Brand’s best self”

and

“A cultural tension”

Three more examples of social responsible films made by Ogilvy

Amsterdam

What’s new in Brands around the

world?

Baltic PR WeekendSt. Petersburg

September 10 and 11, 2009wim.van.melick@ogilvy.com