Bord Bia
Irish Food Board
Graham Hales, CEO
L d
London
February 01, 2011
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About Interbrand
Our integrated global network
London
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What we do: The ‘Brand Cycle’
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We produce the Best Global Brands league table every
year
Brands create value
Brands create value when delivering relevant
differentiation to secure customer choice over time.
Monetised, this leads to increased business and
shareholder value
Brand
Positioning
Customer &
Employee
Positioning
6
Touch
points
Communications
and touchpoint
effectiveness
tracking
Interbrand | Bord Bia Brand Forum 2011
Brand
Perception
Attribution
performance
versus
competitors
Decision
Criteria
Needs
assessment
across key
segments
Behaviour
Employee &
Customer
product and
churn analysis
Sales &
Profit impact
Business Unit
and geographic
earnings
analysis
Economic
Value
Brand Valuation
and economic
value creation
Brands as an index
BGB Portfolio
MSCI World
S&P 500
4.73%
0.05%
-0.92%
14.76%
18.02%
15.36%
0.07
0.00
-0.06
g Return
Annual Average
Standard Deviation
Sharpe Ratio
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Interbrand | Bord Bia Brand Forum 2011
INTERBRAND’S METHOD FOR VALUING THE
BEST GLOBAL BRANDS
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Interbrand | Bord Bia Brand Forum 2011
THE 10 COMPONENTS OF BRAND STRENGTH
Clarity
Commitment
Protection
Responsiveness
Authenticity
Clarity internally about what
the brand stands for in terms
of its values, positioning and
proposition. Clarity too
about target audiences,
customer insights and
drivers. Because so much
hi
hinges
on thi
this, it iis vital
it l th
thatt
these are articulated
internally and shared across
the organization.
Internal commitment to
brand, and a belief
internally in the importance
of brand. The extent to
which the brand receives
support in terms of time,
influence, and investment.
How secure the brand is
across a number of
dimensions: legal
protection, proprietary
ingredients or design,
scale or geographical
spread.
The ability to respond to
market changes, challenges
and opportunities. The
brand should have a sense
of leadership internally and
a desire and ability to
constantly evolve and
it lf
renew itself.
The brand is soundly
based on an internal
truth and capability. It
has a defined heritage
and a well grounded
value set. It can deliver
against the (high)
expectations
t ti
th
thatt
customers have
of it.
Relevance
Differentiation
Consistency
Presence
Understanding
The fit with customer/
consumer needs,
desires, and decision
criteria across all
relevant demographics
and geographies.
The degree to which
customers/consumers
perceive the brand to have a
differentiated positioning
distinctive from the
competition.
The degree to which a
brand is experienced
without fail across all
touchpoints or formats.
The degree to which a
brand feels omnipresent
and is talked about
positively by consumers,
customers and opinion
formers in both traditional
and social media.
The brand is not only
recognized by customers, but
there is also an in-depth
knowledge and understanding
of its distinctive qualities and
characteristics. [Where
relevant, this will extend
to consumer understanding of
the company that owns the
brand]
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Interbrand | Bord Bia Brand Forum 2011
What’s going on?
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Interbrand | Bord Bia Brand Forum 2011
“If we knew what the future holds
we’d lose one of life's greatest gifts”
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Interbrand | Bord Bia Brand Forum 2011
Cup half full
• Consumers have been
trained in consumerism
• Demand has never
been more overt
• Trial and self
expression
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Interbrand | Bord Bia Brand Forum 2011
Cup half empty
• Erm, we don’t have any
money anymore
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Interbrand | Bord Bia Brand Forum 2011
The perennial challenge
Producing products that
consumers desire
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Interbrand | Bord Bia Brand Forum 2011
And that meet their personal
value points
Ireland is rich in attributes
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Interbrand | Bord Bia Brand Forum 2011
CHANGE = OPPORTUNITY
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Brands
have the
power to
change
the
world
world...
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Increasingly conscious consumer
Interbrand | Bord Bia Brand Forum 2011
Wikileaks
Just the beginning
g
g
Theatre / experience
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Get with the digital age
• The Super Mega Rainbow UpdaterSkittles keeps 1.5 million UK followers
posted with almost instantaneous
’rainbowified’ readings of fan posts back
onto their wall
• The Skittles rainbow colours are evident
in the background and the man sits next
to a bowl of sweets
• U
Using
i
humour
h
to please
l
the
h online-savvy
li
generation
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What’s your story
• Hitting the gas: Ice-Cream without the ice
- 180-litre tank of nitrogen, complete with
pressure gauge.
• Part of a wider consumer shift
- Consumers want to understand what they are
consuming and how it is produced
- Science
S
is therefore
h
f
an opportunity for
f
engaging with the public
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What’s your story
Organic Raw Kombucha (a.k.a. Algae)
What it is- Totally raw, all-natural, organic, naturally anti-bacterial/ anti-fungal, low in
carbohydrates, low calorie, naturally rejuvenating, vegan, kosher.
Whatt it iisn’tWh
’t Pasteurised,
P t
i d sugary or overly
l sweet,
t caffeinated,
ff i t d artificial,
tifi i l filled
fill d with
ith
preservatives/ additives
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Getting it right
We believe the brand is a central organising principle
From this:
To this:
Finance
Finance
HR
HR
S l
Sales
Sales
Business
Strategy
Marketing
Brand
Strategy
Traditional
communication
Business
strategy
Brand
strategy
Manufacturing/
retail operations
Manufacturing/
retail operations
Distribution
Distribution
R&D
Your Brand – an element of y
your
communications strategy
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Marketing
R&D
Your Brand – one vision that
drives business performance,
culture, experience and attitude
We uncover our clients’ ‘sweet spot’
Customer Needs and
Drivers of Demand
Organisational/Brand
O
ganisational/B and
Values & Capabilities
BRAND
POSITIONING
Current
F
Future
‘SWEET SPOT’
Market
Opportunities
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Organisational/Brand
Vision
Be it
Do it
Say it
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Interbrand | Bord Bia Brand Forum 2011
You first need to truly
believe in what you
are doing and why
you are doing it.
it
You then need to
actually do
something about it,
make a tangible
difference.
Only after that
should you start
to talk about it.
70% Optimising
Continue and
improve on those things
th t supportt th
that
the desired
d i d
brand proposition
20% Fixes
St
Stop
d
doing
the
h things
h
that either confuse the
message or actively
undermine our brand
proposition
10% Innovation
Start doing new, more
courageous things
thi
that
th t
show leadership around
our distinctive brand
proposition
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Interbrand | Bord Bia Brand Forum 2011
Optimising existing best practice
Fixing the basics
Innovating new solutions
Thank you
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Interbrand | Bord Bia Brand Forum 2011