BRANDING IN A SUSTAINABLE WORLD.
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- Jonas Tyler
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1 BRANDING IN A SUSTAINABLE WORLD. 1
2 AN INCONVENIANT TRUTH. We must take our future into consideration, we have to be concerned about a LONG TERM PERSPECTIVE of how we want to live and how we do business in the future. 2 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
3 AN INCONVENIANT TRUTH. And that also applies to BRANDING and to MARKETING. 3 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
4 A PARADIGM SHIFT IN MARKETING. Don t sell a product once, if you are not convinced that you can sell it twice. 4 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
5 A PARADIGM SHIFT IN MARKETING. Marketing is focussing on LONG-TERM RELATIONS between BRANDS and CONSUMERS. 5 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
6 THE IMPORTANCE OF BRANDS. BRANDS are the cornerstone of LONG- TERM RELATIONS built upon TRUST. 6 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
7 WHAT IS A BRAND? A BRAND is more than a LOGO. 7 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
8 WHAT IS A BRAND? A BRAND is more than an ADVERTISING CAMPAIGN. 8 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
9 WHAT IS A BRAND? A BRAND is even more than an PRODUCT. 9 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
10 WHAT IS A BRAND? A BRAND IS an ATTITUDE, a mindset that builds TRUST and makes a company successful in every area. 10 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
11 BUT BRANDS ARE GETTING 11 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
12 BRANDS ARE GETTING UNDER PRESSURE. Because the MEDIA WORLD is getting more complicated the people are confronted with more and more media channels and more and more brands. 12 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
13 DEVELOPMENTS IN THE MEDIA WORLD. Especially, after the rise of the DIGITAL MEDIA plattforms and SOCIAL NETWORKS the consumers are not able to cope with this enourmous amount of media and brands any more. 13 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
14 THE RESULT: INFORMATION OVERLOAD. 14 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
15 TRUST IS THE CURRENCY OF STRONG BRANDS. But the consumer is getting more and more critical, especially in the aftermath of the financial and economic crisis that shattered the world in 2008/2009: 15 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
16 TRUST IS THE CURRENCY OF STRONG BRANDS. And the critical consumer can observe the brand behavior in the media and can articulate criticism and opinions via numerous social media plattforms. 16 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
17 SUSTAINABILITY IS GAINING IN IMPORTANCE. As a result, companies and BRANDS rely on SUSTAINABILITY and CORPORATE SOCIAL RESPONSIBILTY to build up TRUST. 17 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
18 THE CHANGING ROLE OF SUSTAINABILITY. The ROLE of SUSTAINABILITY changed from COMPETITIVE DISADVANTAGE to a DECISIVE FACTOR for positioning and DIFFERENTIATING brands. 18 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
19 DEVELOPING SUSTAINABLE BRANDS: THE RULES OF THE GAME. SUSTAINABLE BRANDS are based on distinct BRAND VALUES with a LONG-TERM PERSPECTIVE and a value driven branding process. 19 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
20 DEVELOPING SUSTAINABLE BRANDS: THE RULES OF THE GAME. Companies are no longer what they make now, BUSINESS and BRANDS are WHAT THEY STAND FOR. 20 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
21 DEVELOPING SUSTAINABLE BRANDS: THE RULES OF THE GAME. Building TRUST you have to ACT to proof their sustainability. Simply put: ACTION SPEAK LOUDER THAN WORDS. 21 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
22 BRANDING IN A SUSTAINABLE WORLD: 7 TRENDS. SUSTAINABILITY has arrived in the MAINSTREAM of SOCIETES. becomes a vital PART of a MODERNLIFESTYLE. inspires INNOVATIONS resulting in better products and services. is based on CONSUMERS VALUES and their EXPECTATIONS. has a direct impact on BRAND REPUTATION. integrates the CONSUMER directly into PRODUCT DEVELOPMENT. demands RADICAL TRANSPARENCY. 22 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
23 SUSTAINABILITY AND EDUCATION. There is nothing more sustainable than EDUCATION. Education has the power to CHANGE the LIFE of the INDIVIDUAL and the general CONDITIONS of SOCIETY. 23 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
24 SUSTAINABILITY AND EDUCATION. EDUCATION is the KEY to a SUSTAINABLE DEVELOPMENT. IMPROVING the PEOPLE S LIVES EVERYWHERE. 24 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
25 WHAT MAKES THE BRAND ACADEMY UNIQUE. PROFILE The Brand Academy is worldwide the 1 st. university focusing on BRANDS. Merging SCIENTIFIC THINKING with PRACTICAL EXPERIENCE and a strong INTERNATIONAL FOCUS. 25 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
26 WE ARE BUILDING BRIDGES BETWEEN EUROPE AND CHINA. Beijing Normal University, Zhuhai Campus China Academy of Arts, Hangzhou Wang Li University, Ningbo 26 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
27 AND THAT IS REFLECTED IN OUR OPEN AND DIVERSE CULTURE. 27 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
28 WHAT WE BELIEVE IN: OUR VALUES. 28 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th To realise our vision, we believe in distinct values: Appreciation Dialogue Professional excellence Performance Interculturality
29 OUR LOCATION: HAMBURG THE GATE TO THE WORLD. And the German capital of branding. 29 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
30 HAMBURG: THE GERMAN CAPITAL OF BRANDING. Famous brands and branding agencies. 30
31 WE EDUCATE THE BRAND EXPERTS OF THE FUTURE. And doing so we have to answer the basic question. WHAT IS THE PERSPECTIVE WE OFFER AT THE BRAND ACADEMY FOR THE FUTURE OF OUR STUDENTS? 31 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
32 FUTURE PERSECTIVES AT THE BRAND ACADEMY. Academic, professional and social perspectives. THE ACADEMIC PERSPECTIVE THE PROFESSIONAL PERSPECTIVE THE PERSONAL PERSPECTIVE At the brand academy students not only acquire up-to-date knowledge about brands and branding but the competencies to apply that knowledge. The brand academy and the programmes are stateapproved by the Hamburg Ministry of Education and Reserach At the brand academy we are focused on the employability of our students. And with their work on real projects for real clients our students are equipped with every-thing to start a promis-ing professional carreer. At the brand academy we are also concerned about the personal development of our students. Having that in mind, we convey the necessary social skills you need to succeed in the busi-ness world and to make friends every-where. 32 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
33 IN SHORT: WHAT WE PROMISE TO OUR STUDENTS. AT THE BRAND ACADEMY WE NOT ONLY CONVEY UP-TO-DATE KNOWLEDGE ABOUT BRANDS AND BRANDING BUT DEVELOP STRONG PERSONALITIES. 33 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
34 STUDYING AT THE BRAND ACADEMY: A SPECIAL EXPERIENCE. Our students benefit from learning in small groups and the intercultural exchange. 34 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
35 STUDYING AT THE BRAND ACADEMY: A SPECIAL EXPERIENCE. And are provided with the highest academic competence. 35 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
36 STUDYING AT THE BRAND ACADEMY: A SPECIAL EXPERIENCE. FIRST HAND EXPERIENCES IN REAL PROJECTS FOR REAL BRANDS. At the brand academy we combine theory and practical experiences. Our students are involved in real projects, working for real brands. 36 Introduction to brand academy Wang Li University, Ningbo Friday, August 4th. 2017
37 EDUCATION, CHANGE AND A SUSTAINABLE FUTURE. We all have to CHANGE business leaders, marketeers, and consumers alike. And EDUCATION is the KEY for that change and a sustainable DEVELOPMENT of our FUTURE. 37 ICEF-Workshop, Berlin: Branding in a sustainable world Sunday, October 29th. 2017
38 BRANDING IN A SUSTAINABLE WORLD. QUESTIONS? 38
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