brand creativity: the only sustainable differentiation is ... · –editorial, advertorial...
TRANSCRIPT
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Brand Creativity: The only sustainable
differentiation is Brand
22nd, July 2014
THANN for Thai spa association
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Brand Personality
These are elements that bring the brand to life and allow consumers to
understand the whole image of the brand, what its products are like and
who is it for.
• Human Characteristic (Staff appearance and attitude)
• Colors and materials used in association to the brand
• Value of products/ price ranges
• Packaging design and shop decoration
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Brand Positioning
To build a strong brand needs a good strategy.
The aim of strategy
• To differentiate the brand from its competitors
• To be in a consumer’s mind and to develop a repeated preference
• To gain customer satisfaction and achieve business growth
Brand Positioning
• What is created in the mind of target customer and given the image
• Need effective marketing communication, advertising and
promotions
• Necessary to have strong intangibility assets
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HISTORY & DEVELOPMENT
2002: Launched THANN brand with Sea Foam, Aromatic Wood and Oriental Essence collections
2003: Launched Rice collection
Entered Thai Airways First and Business class lounge, Bangkok
2004: Launched Shiso collection
2005: Opened first Concept Shop in overseas, Paris
Opened first THANN Sanctuary spa at Siam Discovery
2007: Joined Asia Miles by Cathy Pacific as redemption partner
2010: Commenced amenities in Qantas Airways Business Class lounge, Bangkok
2013: Commenced in-flight amenities on premium class for EVA Airlines
Commenced British Airways business lounge, Bangkok
Commenced Marriott guest room amenity in America and Asia
2014: Launched Eden Breeze collection
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THANN BRAND PROFILE
A range of natural hair and skin
care products based on
dermatological properties of
botanical extracts, created to suit
the urban lifestyle.
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How to stand out from the crowd?
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1. Creativity and planning ability for
product development with the use of
technology innovation
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NATURAL PRODUCTS
BEAUTY PRODUCTS
THANN
(Combining natural therapy with
Scientific approach)
ORIENTAL EUROPEAN
BRAND POSITIONING
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Brand Equity
A Lifestyle Brand
Aiming to offer customers a lifestyle of total wellness
Modern • Technology • International
Won many Design Awards in International recognition
Supplying to various leading Airlines and 5-star hotels worldwide
Outstanding store concept leads to natural yet modernity ambience
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Umbrella brand
Brand Category Store Locator
THANN Visible Result, Expert
Guaranteed
18 Countries, > 62 stores
Australia, China, Finland,
Guam, Hong Kong, Israel, Japan,
Mexico, Mongolia, Russia,
Singapore, Sweden, South Korea,
Taiwan, Thailand, Turkey, USA,
Vietnam
THANN Sanctuary Spa
11 Countries, 17 spas
Finland, Guam, Hong Kong,
Japan, Mexico, Mongolia, Russia,
Sweden, Taiwan,
Thailand, Vietnam
THANN Café Café Bangkok
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BRAND UNIQUE SELLING POINT
• Rice bran is a component of raw rice that is obtained when it is removed from the starchy endosperm in the rice milling process.
• The oil is extracted from the
germ and inner husk of rice
• The oil released from the rice bran contains a hefty amount of Vitamin E and essential fatty acids.
• Contains 3 natural Vitamin-E
– Tocopherol
– Tocotrienol – Oryzanol
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with the latest cosmetic ingredient, developed from advanced stem cell
technology
Regenistem rice extract (from Bhutan red rice) - Stimulate collagen production - Strengthen skin condition
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Visible Results, Expert Guaranteed
Natural + Scientific
Visible results, Expert-guaranteed
• Efficacy Test (Serum, Anti-aging)
• Irritation Test/Dermatologist Tested
(48 items)
• World wide, High quality plants
• Certified Organic Ingredient*
• 100% Essential Oil
• Special care formula*: Paraben Free, Paraffin/Petroleum wax Free, Color Free
* Exclusively formulated on some item
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2. Ability to expand, develop, control and
manage sales network
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DISTRIBUTION
Thailand (15): Bangkok, Phuket, Samui (3 Spa services)
China (3): Cheng Du, Guiyang, Wuxi (2 Spa services)
Guam (2): Dededo, Tumon Bay
Hong Kong (11): Central, Tsim Sha Tsui (1 Spa service)
Japan (8): Tokyo, Nishinomiya, Osaka, Kyoto (1 Spa service)
Mongolia (4) Ulaabaatar (2 Spa service)
South Korea (2): Seoul
Singapore (1) ION Orchard
Taiwan (3): Taipei, Kaoshiong, Hualien (2 Spa services)
Vietnam (5): Ho Chi Minh City, Hanoi (1 Spa service)
Finland (1): Helsinki (with Spa service)
Russia (1): St. Petersburg (with Spa service)
Sweden (2): Stockholm (with Spa service)
Turkey (1): Istanbul
USA (1): New York (with Spa service)
Australia (1): Brisbane (with Spa service)
Mexico (1): Monterrey (with Spa service)
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HOSPITALITY THAILAND HOTEL
INTERCONTINENTAL (BANGKOK)
INTERCONTINENTAL (SAMUI)
RENAISSANCE BANGKOK RATHAPRASONG HOTEL (BANGKOK)
GRAND HYATT ERAWAN (BANGKOK)
FOUR SEASONS TENTED CAMP GOLDEN TRIANGLE (CHIANG-RAI)
MARRIOTT RESORT AND HOTEL (THAILAND AND ASIA PACIFIC)
PULLMAN SILOM (BANGKOK)
CASA DE LA FLORA RESORT & SPA (KHAO LAK)
PARESA RESORTS (PHUKET)
VERANDA RESORT & SPA (CHA-AM)
VERANDA RESORT & SPA (CHIANG-MAI)
ZEAVOLA RESORT & SPA (PHI PHI)
BAAN THAI HOTEL (PHUKET)
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HOSPITALITY JAPAN
AKASAKA EXCEL HOTEL
AKASAKA GRANDBELL HOTEL
ARCANA IZU
AUX BERJU CABIRA
AUX BERJU REN
BENESSE HOUSE
BORO NOGUCHI, NOBORIBETSU
CROSS HOTEL, OSAKA
CROSS HOTEL, SAPPORO
DUPLEX MINAMI AZABU
DUPLEX MITA
DUPLEX SHIROGANE
GRAND AUBERGE HOKKAI
HITEN MUSOAN
HONNOR’S HILL KARUIZAWA
HOTEL METROPOLITAN SENDAI
HOTEL OKURA OKAYAMA
IKAHO ONSEN, FUKUICHI
IKEBUKURO DUPLEX
IL PARAZO
ISHIGAKI ANA HOTEL
KAPPO NO YADO IMAI
KURASHIKI KOKUSAI HOTEL
MIYAZAKI GOLF CLUB
MOJIKO HOTEL
OH-AN
PARK HOTEL TOKYO
PETITE FEE
RIVER TREAT GARAKU
REVERDI TERRA
ROPPONGI DUPLEX
SHIBUYA GRANDBELLE HOTEL
SHOGETSU
SHOKICHI
SHOTOKAN
SUGIMURA ONSEN CHOSEIKAN
SUISEN
SWISS HOTEL NANKAI OSAKA
THE RITZ CARLTON TOKYO
TOKYU HARVEST CLUB, VIALA HAKONE
YUIKANZO
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HOSPITALITY
AIRLINES
THAI AIRWAYS FIRST & BUSINESS CLASS LOUNGE (BANGKOK)
QANTAS FIRST & BUSINESS CLASS LOUNGE (BANGKOK)
BRITISH AIRWAYS FIRST & BUSINESS CLASS LOUNGE (BANGKOK)
EVA AIRLINE PREMIUM ECONOMY AMENITY KIT
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HOSPITALITY Other markets
THE SEVEN HOTEL, PARIS, FRANCE
THE ACE HOTEL, CANADA
AUSTRALIAN CIRCA BOUTIQUE, AUSTRALIA
CARAVELLE HOTEL, VIETNAM
MARRIOTT RESORT AND HOTEL, USA
MORNINGTON GOTHENBURG, SWEDEN
PARKVIEW HOTEL, TAIWAN
PEPPERS - PEPPER TREE WINERY, AUSTRALIA
RAES ON WATEGO, AUSTRALIA
ROYAL CHIAO HIS (HOT SPRING AREA), TAIWAN
TERRACE DOWNS, AUSTRALIA
THE HUGHENDEN APARTMENTS, AUSTRALIA
THE HUGHENDEN BOUTIQUE, AUSTRALIA
VAR GARD I SALTSJOBADEN, SWEDEN
VILLA MODICA, AUSTRALIA
WISEDALE BOUTIQUE HOTEL, AUSTRALIA
SPICERS TAMARIND, AUSTRALIA
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THANN Sanctuary Concept
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Keyword
A Sanctuary for Serenity and Senses
Unique selling points
• Offering selections of spa treatment based on THANN’s art natural therapy.
• Experienced therapists trained from a highly prestigious spa academy in Bangkok
• High quality service standards and consistency in all its spa around the world.
• The unique and outstanding in the decoration induces calm and tranquility ambience.
• Voted as one of the year’s 2006 Hot 55 spas of the world by Condé Nast Traveller Magazine US edition
• Nominated of Day spa of the year and Spa product line of the year in 2010 and 2011 by AsiaSpa Magazine
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A SANCTUARY FOR SERENITY AND SENSES
• An oasis of peace and tranquility
that offers selection of spa
treatments based on THANN’s art
natural therapy.
• All senses will be awakened by
the unique wellness concept and
ambience.
• The use of natural color, soothing
light and specially designed
furniture induces calm and
tranquility.
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• We ensure high quality
service standards and
consistency in all its spa
around the world. All
Therapists have had
rigorous training at a highly
prestigious spa academy
• The unique and outstanding
in the decoration oozes fine
design and quality to create
a perfect place for physical,
mental and spiritual renewal.
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THANN SANCTUARY, CASTLE HOTEL, NEW YORK, US 2013
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THANN SANCTUARY, PULLMAN SAIGON CENTRE, HCMC, VIETNAM, 2013
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THANN SANCTUARY, EMPORIUM, THAILAND 2013
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THANN SANCTUARY, WORLD COMMERCE CENTRE, HONG KONG, 2012
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FLAGSHIP STORE
THANN, K11, HONG KONG 2009
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THANN SANCTUARY, PARK HOTEL TOKYO, JAPAN 2012
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THANN CASA, Park Hotel Tokyo, Japan 2013
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OMOTESANDO HILLS, TOKYO, JAPAN
MARCH 2008
CONCEPT SHOP
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CENTRAL WORLD, THAILAND 2011
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ST. PETERSBURG, RUSSIA, 2010
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THANN SANCTUARY, GAYSORN, THAILAND 2008
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FLAGSHIP STORE
THANNnative, GAYSORN, THAILAND 2005
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DA-AN, TAIPEI, TAIWAN 2008
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THANN Sanctuary Necka, Stockholm Sweden 2008
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STOCKMANN HELSINKI DEPARTMENT STORE, FINLAND 2008
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THANN SANCTUARY WUXI, CHINA 2014
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3. Ability to recruit and train competent
personnel
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Spa academy •
On site massage
training •
Brand manager &
Retail manager
training
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People
• Most crucial resource in retail / service industry
• Customer’s perception of the brand will be easily influenced by the way staff
behave
• Staff attitude / appearance can form either positive or negative impression
of the brand
• Staff need to build and sustain good relationship with customers (family & friends party, workshop for VIP)
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4. Ability to evolve, while maintaining
consistency PR and marketing activities
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Public Relations (PR)
Advertising, PR, Event = Marketing
• Introduce Promote Interest Trigger
• Integrated communication channels
• Right product VS Right media
• Create opportunity through occasions
• Find or create uniqueness (USP)
• Prioritize your message
• Effective press kit
• Press Relation
• Window Display
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PR Strategies • Build brand with PR
• Maintain brand leadership with Advertisement
• Must be in at least 7 media per month
• Must be in both men and women magazines
• Monthly Media Mix:
– 4 Leading Beauty Magazines
– 3 Leading Lifestyle Magazines
DO:
– Editorial, Advertorial
– Product Placement
– Testimonial
– Advertising can be done after brand awareness has been built from PR
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The Right Roles
Role of PR Role of Advertising
Brand Building Brand Maintenance
Not Expensive High Price
Verbal is Key Visual is Key
Other Directed Self Directed
Use Slow Build-up
Strategy
Use Big Bang Strategy
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Good PR Messages
1. Something new (Not already available on
internet)
2. Something personal that touches
people’s heart
3. Leader in communicating innovation
4. Success story of the brand
5. Logic and straight forward message
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Poster
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Poster
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Poster
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THANN official website
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Marketing communication in other languages
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Eden Breeze collection launch event February 2014, Thailand
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International Media Event June 2013, Thailand
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Venue set up in Jasmine theme
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Guests fill in questionnaire to find out their own elements
Therapists provide massage for guests
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Family & Friends Workshop
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JAPAN
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TAIWAN
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HONG KONG
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TURKEY
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SINGAPORE
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THAILAND
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5. Ability to maintain company’s reputation
and the trust of society
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AWARDS G-MARK AWARD 2005 ASEAN SELECTION- Japan Industrial Design Promotion Organization
THAILAND PRIME MINISTER EXPORT AWARD 2005
DESIGN FOR ASIA AWARD 2006– Hong Kong Design Center
2006 Hot 55 spas of the world by Condé Nast Traveller Magazine US edition
2010 Nominated for Day spa of the year and Spa product of the year by AsiaSpa Magazine
2011 Nominated for Day spa of the year, Anti-Ageing Product Line of the Year, Natural Product Line of the Year and Spa Product Line of the Year by AsiaSpa Magazine
2012 Thailand Trust Mark Award by Department of International Trade Promotion, Ministry of Commerce, Royal Thai Government
2013 Bai Po Business Awardsby Sasin
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Crucial statements to reconsider
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Sales strategies determines success?
• It is wrong to find customers for products (inside-
out approach)
• Little regard for consumer insight
• Find products for consumers; why do they buy?,
what do they want?
• Outside-in thinking is essential
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Customer acquisition is the key?
• It is important
• But what about customer retention?
• The “leaking basket” syndrome, we are not
looking after the customers
• 68% of customers left because they have been
neglected, not the price, not the products
• How to create value for customers to earn their
lifetime loyalty?
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There are too many products, too many choices?
• There are too many of the same things
• Rarity and authenticity is the key
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The world is rational?
• The world is driven by emotion
• Think of all your life decisions
• Mind is 3,000 times faster than rational thought
• Emotion wins in marketing battle
• Less feature, more emotional benefits
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Successful brands – what do they stand for?
• Hallmarks Relationship
• Levi’s Original, Masculine
• Ovaltine Nutrition
• Mercedes Successful businessman
• BMW Fun driving
• Starbucks Sociability
• Nike Winning
• McDonald Value for money, family happiness
• THANN Luxury indulgence
What are yours?!
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The emotional relationship marketing process
Awareness
Information
Respect
Friendship
Trust
Loyalty
Togetherness Partnership
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Quality of service
• Reliability Ability to perform the promised services
• Responsiveness Willingness to help customer and provide prompt service
• Assurance Employee’s knowledge and courtesy. The ability to inspire
trust and confidence
• Empathy Reflect caring, individualized attention given to customers
• Tangibles Reflect appearance of physical facilities, equipment and
personal appearance
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Summary: why brand is
important? • A brand is an identity and personality that the company wish to
portray in the market.
• A successful brand can create, strong, positive and lasting
impressions that are perceived by the customers to be of value
to them personally.
• A visual approach is vital to be in the consumer’s mind such
as, the name, symbol, packaging, shop design and service
reputation.
• A brand can be differentiated by set of tangible / intangible
attributes or feeling and emotions that associated with the
particular brand
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Brand builder's checklist • What is your brand's philosophy and vision?
• What are the emotional reasons why customers might buy your products/services?
• What are the good and bad attributes of your brand (company, product)
• Can you extend those features and benefits to form emotional characteristics?
• What are the rational and emotional personality characteristics of your brand?
• What can you do to bring these personality characteristics to life?
• How can you deliver on the promise of your brand?
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Thank You!