Brand new me! Learning from the business world. Maurice McCartney Entrepreneur in Residence, Careers Service

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1 Brand new me! Learning from the business world Maurice McCartney Entrepreneur in Residence, Careers Service A business has to be involving, it has to be fun and it has to exercise your creative instincts. Richard Branson

2 Demystifying business Occupation: Sculptor of stone lions Nature of work: Response in the 1981 Census I chip away all the bits of stone that are not lion!

3 What we will cover today Some business basics Marketing and why it is important Understand the customer market Brands and branding You and your brand?

4 Business basics

5 Where do you want to be? Two elements to a good vision Mission Your purpose and primary objectives. Defines the key measures of success Values Your guiding beliefs about how things should be done. Shapes what people think about you. A good vision will give everyone a framework for every decision at every level

6 Your strategy Three things to consider Customer needs Your uniqueness! Competitors Your capabilities I look to the future because that's where I'm going to spend the rest of my life. George Burns

7 About marketing

8 What is marketing? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Chartered Institute of Marketing The action or business of promoting and selling products or services Oxford Dictionaries It s about more than just advertising!

9 Importance of marketing In many companies the marketing function or Brand Management role leads on to the CEO position. Dave Lewis joined Unilever as a Brand Manager in 1987: appointed CEO of Tesco. Giuseppe Fusco joined Procter & Gamble as Brand Manager in 1991: appointed Vice President of Development at Unicef. Mike Clasper, an engineer from Cambridge, joined Procter and Gamble as a Brand Manager in 1978: appointed CEO of London Airports Authority, Chairman of HM Revenue and Customs

10 Importance of marketing Sir Nicholas Kenyon CBE, MD of the Barbican Centre was asked what he looks for in arts management recruits: He said a deep understanding of branding and brand development.

11 The customer market

12 What market are we in? "When we bought Odeon the management team really believed they were part of the film business. I had the difficult job of explaining to them that they were in the popcorn-selling business." Guy Hands, Terra Firma (Private equity group)

13 What do these brands have in common?

14 What do these brands have in common?

15 Thinking of individuals is impossible. Segmenting customers can be really helpful However, we can group people based upon common behaviours, attitudes and needs. Not necessarily the obvious characteristics e.g. gender, age. We can tailor marketing activity to each segment e.g. Product, promotion, pricing.

16 Tailored product ranges Health Seeker Performance Seeker Sensoriality Seeker Value Seeker P&G Detergent Brands Unilever Detergent Brands

17 Customer segmentation for organic food Think about the customer market for organic food: How might it break down into groups of people with similar attitudes, behaviours and characteristics?

18 Customer segmentation for organic food Source: BOBL, Organic Centre Wales Segment Characterised by % pop Organic advocates Organic environmentalists Price and origin conscious No food production concerns Environmental doubters Organic detractors Very positive about organic produce with strong recognition of positive benefits and positive perceptions on value for money. Being generally positive about organic produce but with a strong emphasis on the environmental benefits and also a concern for food provenance. Price being a major barrier to organic consumption but provenance being important to them. Displaying a lack of interest in the production methods of food whilst not necessarily being antiorganic. Tendency to doubt many of the benefits of organic but are particularly sceptical of the environmental benefits. Generally negative views with organic value, taste and quality in particular not recognised. 19% 21% 14% 16% 15% 15%

19 Brands and branding

20 Importance of Brands Starbucks: founded Seattle 1971, IPO 1992, Japan 1996, UK 1998, now 21,536 shops and $14.9B Sales ( 13.5B, 9.8B) Red Bull: introduced Austria 1987, US 1997, $5.6B Sales ( 5.1B, 3.7B) Innocent: founded UK 1998, 215M UK Sales, now 90% owned by Coca Cola Co Uber: founded San Francisco 2009, Paris/London 2012, Sales $10B

21 The Procter & Gamble Company Importance of Brands Brand management was invented by Neil McElroy of P&G in 1931.

22 Importance of branding Consumers who make decisions based purely of facts represent a very small minority. The vast majority, however, consumes and shops with their mind and heart, or if you prefer, their emotions. They look for a rational reason: what the product does and why it is a superior choice. And they make an emotional decision: I like it, I prefer it, I feel good about it. Maurice Lévy, Chief Executive, Publicis Group (Saatchi & Saatchi)

23 Your favourite brands? Think about your favourite brands: What would you really miss if it disappeared? Why?

24 A couple of my favourites #1

25 A couple of my favourites #2

26 Brand Equity Pyramid Brand Idea: The essence of the brand Brand Product/Persona: Manifestation of the brand in human characteristics Emotional Benefits: How does your product/service make the consumer feel? Functional benefits: Summarises the tangible benefits to the consumer Features & Attributes: Tangible assets of the product or service - Focus on the most desirable or differentiating

27 Maslow s Hierarchy of Needs

28 Brand Equity Pyramid

29 Try it for Coke and Pepsi Brand Idea: Brand Product/Persona: Emotional Benefits: Functional benefits: Features & Attributes:

30 Brand Idea: Coke brings joy Brand Product/Persona: simple moments of pleasure, community/family & friends Emotional Benefits: happiness, optimism, fun, authenticity, coming together, uplifts Functional benefits: The reference for colas refreshing, unique flavour, tasty, energy giving Brand Features & Attributes: brand and logo: red colour, lettering, bottle shape reliable consistent, always available

31 Brand Idea: Spirit of adventure Brand Product/Persona: young, edgy, competitive, exciting Emotional Benefits: fun, blue cool, social acceptability, high quality, satisfaction Functional benefits: Preferred in blind taste refreshing, sweeter, less fizzy, urban chic Brand Features & Attributes: brand and logo: blue colour, Pepsi globe mainstream cola

32 Brand identity case studies The good, the bad and the ugly!

33 Citroen brand identity change Why change? Citroen positioned at value end of the market Competitive sector (especially Korean cars) Sales down 17% in 2008 The brief To create a more sophisticated look and feel Retain what is valuable and instantly recognisable as Citroen Force consumers to reconsider the brand

34 Citroen brand identity change New image, style, font, use of colours and word

35 Little Chef logo change Why change? New healthy eating menu: reduced salt, fresh ingredients, salads. The brief To create a logo to complement the new menu.

36 Little Chef logo change Little Chef drops slimmer logo after 15,000 complaints

37 Lonsdale brand experience The background

38 Lonsdale brand experience The problem The headlines in Germany: Lonsdale faces ban over neo-nazi associations Neo-Nazi teenagers fight in British boxing's No 1 brand What would you do?

39 A marketing response: Lonsdale brand experience The solution! Introduces slogan: Lonsdale loves all colours Sponsors Gay pride festivals and multi-cultural events. "Our aim is to become uninteresting to far-right people"

40 About you

41 Baggs, the brand! The Apprentice Think about their: Career vision and objectives Values Benefits they bring to an employer What makes them unique Some essentials Be consistent Be careful!

42 A student s brand strategy Three things to consider Job description & Person specification Fit with team Future potential Employer needs Your uniqueness! Why me? The competition Your capabilities What others can do? Your motivations and interests Your knowledge, skills, experience, qualities

43 My brand exercise Think about: Your vision, objectives, values The benefits you bring to an employer What will make you stand out (uniqueness)? Task 1. Reflect on the areas in the My brand template. 2. Start to think about how you might strengthen or develop your brand

44 Thank you! Wrap up Coming soon! Insight into Business and Board Membership Open to University staff interested in contributing to the economy and society in new and rewarding ways.