Andreas Rosenlew
Managing Partner, GROW
The holy trinity of
holistic and sustainable
brand-driven business
development and transformation
FAMILY BUSINESS CONFERENCE 2014
HELSINKI 140919
© GROW
Brands are mainly built for, not promoted to success – Everything Communicates™
Periodic
Advertising & Promotions
PR & Product Placement
Road Shows, Events & Sponsorships
Permanent
Sales Tools & Literature
IR-, CRM- & CSR-Programs
Online & Social Media
Packaging
Environments
Users & Customers
Culture & People
Product/Service Design
Product/Service Innovation
Product/Service Quality
Product/Service Concept
Brand Identity, Position & Proposition
© GROW
Business Effects & KPI´s of Growing Holistic Value in all Branding Dimensions
BRAND
Favourable Valuation:
Clarity, Credibility
and Visibility of
Story; Positioning;
Vision & Ambition
Lower Complexity/Cost:
Better Margins:
Increased Cost-efficiency
More Recognition as
and focus from Optimised
Solutions-driven
Brand Structure/Portfolio
Value-added Partner
of Choice
Stronger Culture:
More Sales-efficiency:
Boosting Employee
Easier to Sell and Buy
Engagement/Alignement
the Offering
and Organizational Unity
Perception
is Reality:
Increasing & More
Consistent Demand:
Higher likelihood of always
being shortlisted as
Potential Partner
Better Perceived and
Higher Valued Reality!
Driver of Positive Stakeholder
Decisions and Actions
(All Above Main Positive Effects of Successful Branding and Brand Development are Empirically Proven in numerous studies over half a century)
© GROW
Better Talent
Attraction & Retention:
Corporate Brand =
Employer Brand
– Carreer Credentials
Driving the Entire Demand-side Value Chain and Customer Journey Experience
TRANSACTION
Consumer Usage / User Insight
Usage
Experience
Retail/Service
Experience
Strategic Brand Platform
Communication
Go-to-Market
Technical
Development
Experience
Design
Sales / Marketing / Distribution / Pricing
”DEMAND-CHAIN MANAGEMENT”
© GROW
Product
Concept &
Innovation
OFFER
RELATION
The holy trinity of holistic and sustainable brand-driven business development and transformation
STRATEGY
”WHAT”
PURPOSE
”WHY”
”WHO”
”HOW”
CULTURE
BRAND
PASSION
© GROW
The holy trinity of holistic and sustainable brand-driven business development and transformation
STRATEGY
”WHAT”
Vision
Domain
Key Success Factors
PURPOSE
”WHO”
”HOW”
Proposition &
Identity
DIRECTIONAL
IDEA
Relationships
Experiences
BRAND
External
Values
People
”WHY”
Transparency
PASSION
© GROW
Behaviours
Internal
CULTURE
Andreas Rosenlew
Managing Partner, GROW
The holy trinity of
holistic and sustainable
brand-driven business
development and transformation
FAMILY BUSINESS CONFERENCE 2014
HELSINKI 140919
© GROW