what’s new in brands around the world? baltic pr weekend st. petersburg september 10 and 11, 2009...
TRANSCRIPT
What’s new in Brands around the
world?
Baltic PR WeekendSt. Petersburg
September 10 and 11, [email protected]
• 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
_________
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, [email protected]