麦肯锡EMEA区域品牌服务业务简介-2009.ppt

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麦肯锡EMEA区域品牌服务业务简介-2009.ppt

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EMEABrandingServiceLineQualificationsNovember2009773965CONFIDENTIALANDPROPRIETARYAnyuseofthismaterialwithoutspecificpermissionofMcKinseyCompanyisstrictlyprohibitedNilsLiedtkeThomasMeyerJeskoPerrey

AgendaOurbasicbeliefsandperspectivesonbrandingOurproven,proprietaryprocessesandtoolsOuruniquesetofexpertiseandexperienceacrossindustriesOuroutstandingtrackrecordamongclientsOurdedicatedteamofleadersandexpertsacrossEurope1

Manycompanieshavecreatedverystrongbrandswhichareeasilyrecognizedbytheirlogosandslogans“ThinkdifferentSheerdrivingpleasure“Intelinside“Connectingpeople“Justdoit“Imlovinit“SOURCE:Websearch2

Logosandslogansmatter,butapowerfulbrandismorethanthis...isanimageofaproductoraservicethatisdeeplyanchoredinthemindoftheconsumer...Brand““SOURCE:McKinseyMarketingpractice3

Insuccessfulcompaniesthebrandisattheheartofeverydecision…Thebrandistreatedasastrong,differentiatingasset,fromemployerbrandingtocorporate,distribution,andproductbranding.Thebrandhasearnedaplacewithinthebusinessdecisionprocessandisperceivedasadifferentiatorinthemarketplace.EverybusinessentitybrandedAllianzhastocontributetotheoverallAllianzvalueproposition.StevenAlthaus,SeniorVicePresidentGlobalMarketManagement,AllianzAGWeinvestsignificantamountsofmoneyinourbrand,anditisattheheartofthedecisionswemakeatAmex.Ittoucheseveryonewithinourorganization.Wheneverwearemakingdecisions,betheyfinancial,technological,personnelrelated,orcommunicationsbased,wealwaysaskourselves,Whatwillbetheimpactonourbrand? AlisonBain,VPandHeadofInternationalAdvertising,AmericanExpressAsaguidingprinciple,ifthebrandisnotattheheartofeverydecision,itwontcreatevalueforthecustomer.Howelsecanacredibleandrelevantcustomerexperiencebemanagedifnotbyt