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Talks about a vaccine for sameness: the Unequalizer. It helps you to change - one at the time - different attributes of your brand and shows how brazilian succesfull brands did it.
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BUILDING A LIFESTYLE BRAND A BRAZILIAN PERSPECTIVE
Global Lifestyling
Edmour SaianiPonto de Referência
Strategic Customer [email protected]
Full presentation available atwww.pdr.com.br
What is the main disease that affects retail brands these days?What is the main disease that affects retail brands these days?
SAMENESS
Change doesn’t come from…
PendingTrending
Change comes from…
The sameness vaccine
UNEQUALIZER©UNEQUALIZER©
TRENDSETTERS
FUNDAMENTALISTS
SURVIVORS
LEADERS
DRIVERS
WOMVIRAL
COMMUNITY BENCHMARK
WOMVIRAL
COMMUNITY BENCHMARK
360° STOREMULTICHANNEL
360° STOREMULTICHANNEL
STANDARDIZED TRANSACTIONAL
STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL
PROSUMERPROSUMERINCREDIBLY DIFFERENT
CUSTOMER SERVICE
INCREDIBLY DIFFERENT
CUSTOMER SERVICE
CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF
DESIREOBJECT OF
DESIREUN-
CONDITIONALUN-
CONDITIONALAMPLIFYING
DIFFERENTIALSAMPLIFYING
DIFFERENTIALS
CUSTOMER SERVICE
CUSTOMER SERVICE
IN-STORE COMMUNICATION
IN-STORE COMMUNICATION
PRODUCTS & SERVICES
PRODUCTS & SERVICES
GUARANTEES & PROMISES
GUARANTEES & PROMISES
OUT-OF-STORE COMMUNICATION
OUT-OF-STORE COMMUNICATION
UNEQUALIZER© - SAMENESS VACCINE
CHAMELEON STORE
CHAMELEON STOREGREEN CARDGREEN CARD
SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE
VERY HAPPY PEOPLE
VERY HAPPY PEOPLE
SATISFIED CUSTOMERSATISFIED
CUSTOMER
TrendingPending
1.VOCATION2.RESOURCES3.EXECUTION
1.VOCATION2.RESOURCES3.EXECUTION
A BRAZILIAN PERSPECTIVE,
OOPS,
RIO TREND WAVESOOPS,
RIO TREND WAVES
www.unclek.com.br
Bags + Accessories
Started in 1996
Modern woman = Non routine
Work Gym Kids Home Party
47 stores in 8 Brazilian states
And growing
TRENDSETTERS
FUNDAMENTALISTS
SURVIVORS
LEADERS
DRIVERS
STANDARDIZED TRANSACTIONAL
STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL
CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF
DESIREOBJECT OF
DESIRE
CUSTOMER SERVICE
CUSTOMER SERVICE
IN-STORE COMMUNICATION
IN-STORE COMMUNICATION
PRODUCTS & SERVICES
PRODUCTS & SERVICES
GUARANTEES & PROMISES
GUARANTEES & PROMISES
OUT-OF-STORE COMMUNICATION
OUT-OF-STORE COMMUNICATION
UNEQUALIZER© - SAMENESS VACCINE
CHAMELEON STORE
CHAMELEON STORE
SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE
www.bobs.com.br
Founded in 1952 by the American Robert Falkenburg
Wimbledon champion in 48 and 49
First fast food business in the country
McDonald’s main competitor
Started with vanilla ice creams
Then hot-dogs, hamburgers and wonderful milk-shakes
600 point of sales in Brazil – same size as McDonald’s
Decided to go different! In lifestyle
TRENDSETTERS
FUNDAMENTALISTS
SURVIVORS
LEADERS
DRIVERS
360° STOREMULTICHANNEL
360° STOREMULTICHANNEL
STANDARDIZED TRANSACTIONAL
STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL
OBJECT OFDESIRE
OBJECT OFDESIRE
AMPLIFYINGDIFFERENTIALS
AMPLIFYINGDIFFERENTIALS
CUSTOMER SERVICE
CUSTOMER SERVICE
IN-STORE COMMUNICATION
IN-STORE COMMUNICATION
PRODUCTS & SERVICES
PRODUCTS & SERVICES
GUARANTEES & PROMISES
GUARANTEES & PROMISES
OUT-OF-STORE COMMUNICATION
OUT-OF-STORE COMMUNICATION
UNEQUALIZER© - SAMENESS VACCINE
SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE
LIFESTYLELIFESTYLE
www.hortifruti.com.br
Largest chain of fresh fruit and vegetables in the country
20 stores just in Rio de Janeiro and Espírito Santo
More than selling fresh food, taking care of one’s health and body
Promisse: GOOD MOOD helps us to keep our HEALTH and our
WELL- BEING!
Strong viral marketing leveraged by outstanding campaigns
TRENDSETTERS
FUNDAMENTALISTS
SURVIVORS
LEADERS
DRIVERS
WOMVIRAL
COMMUNITY BENCHMARK
WOMVIRAL
COMMUNITY BENCHMARK
360° STOREMULTICHANNEL
360° STOREMULTICHANNEL
STANDARDIZED TRANSACTIONAL
STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL
CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF
DESIREOBJECT OF
DESIREAMPLIFYING
DIFFERENTIALSAMPLIFYING
DIFFERENTIALS
CUSTOMER SERVICE
CUSTOMER SERVICE
IN-STORE COMMUNICATION
IN-STORE COMMUNICATION
PRODUCTS & SERVICES
PRODUCTS & SERVICES
GUARANTEES & PROMISES
GUARANTEES & PROMISES
OUT-OF-STORE COMMUNICATION
OUT-OF-STORE COMMUNICATION
UNEQUALIZER© - SAMENESS VACCINE
SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE
www.osklen.com
Clothing and accessories
New luxury -> sustainability included
50 stores in Brazil
2 in Milan 1 in Rome
2 in NY (Soho and the Meatpacking District)
4 in Portugal
1 in Tokyo
Multibrands in France, Spain, Greece, Turkey, Holland and South Africa
With it
Cool
Young AttitudeWell dressed
Succe
ssful
Conscious
Sportive
Spiritualized
Nerds
Believers
Yuppies
Nouveau RicheWorkaholics
Hippies
Soccer players
Old Boy
Environmentalists
DIFFERENT PEOPLE, DIFFERENT LIFESTYLES
IPANEMALIFESTYLEIPANEMALIFESTYLE
New luxury
SustainabilitySustainability
Retail ExperienceRetail Experience
LifestyleLifestyle
Sustainability
TRENDSETTERS
FUNDAMENTALISTS
SURVIVORS
LEADERS
DRIVERS
360° STOREMULTICHANNEL
360° STOREMULTICHANNEL
STANDARDIZED TRANSACTIONAL
STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL
LIFESTYLELIFESTYLEOBJECT OFDESIRE
OBJECT OFDESIRE
UN-CONDITIONAL
UN-CONDITIONAL
AMPLIFYINGDIFFERENTIALS
AMPLIFYINGDIFFERENTIALS
CUSTOMER SERVICE
CUSTOMER SERVICE
IN-STORE COMMUNICATION
IN-STORE COMMUNICATION
PRODUCTS & SERVICES
PRODUCTS & SERVICES
GUARANTEES & PROMISES
GUARANTEES & PROMISES
OUT-OF-STORE COMMUNICATION
OUT-OF-STORE COMMUNICATION
UNEQUALIZER© - SAMENESS VACCINE
GREEN CARDGREEN CARD
SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE
Beleza NaturalYour hair, naturally
Specialized in solutions for frizzy and curly hair
66% of the Brazilian population
World brands failure at dealing with curly hair
BN became a dream factory
Serves mostly low income people
Very accessible prices
7 stores – about 10000 ft2 each
More than 50.000 clients per month
TRENDSETTERS
FUNDAMENTALISTS
SURVIVORS
LEADERS
DRIVERS
WOMVIRAL
COMMUNITY BENCHMARK
WOMVIRAL
COMMUNITY BENCHMARK
360° STOREMULTICHANNEL
360° STOREMULTICHANNEL
STANDARDIZED TRANSACTIONAL
STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL
CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF
DESIREOBJECT OF
DESIREAMPLIFYING
DIFFERENTIALSAMPLIFYING
DIFFERENTIALS
CUSTOMER SERVICE
CUSTOMER SERVICE
IN-STORE COMMUNICATION
IN-STORE COMMUNICATION
PRODUCTS & SERVICES
PRODUCTS & SERVICES
GUARANTEES & PROMISES
GUARANTEES & PROMISES
OUT-OF-STORE COMMUNICATION
OUT-OF-STORE COMMUNICATION
UNEQUALIZER© - SAMENESS VACCINE
SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE
TRENDSETTERS
FUNDAMENTALISTS
SURVIVORS
LEADERS
DRIVERS
WOMVIRAL
COMMUNITY BENCHMARK
WOMVIRAL
COMMUNITY BENCHMARK
360° STOREMULTICHANNEL
360° STOREMULTICHANNEL
STANDARDIZED TRANSACTIONAL
STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL
PROSUMERPROSUMERINCREDIBLY DIFFERENT
CUSTOMER SERVICE
INCREDIBLY DIFFERENT
CUSTOMER SERVICE
CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF
DESIREOBJECT OF
DESIREUN-
CONDITIONALUN-
CONDITIONALAMPLIFYING
DIFFERENTIALSAMPLIFYING
DIFFERENTIALS
CUSTOMER SERVICE
CUSTOMER SERVICE
IN-STORE COMMUNICATION
IN-STORE COMMUNICATION
PRODUCTS & SERVICES
PRODUCTS & SERVICES
GUARANTEES & PROMISES
GUARANTEES & PROMISES
OUT-OF-STORE COMMUNICATION
OUT-OF-STORE COMMUNICATION
UNEQUALIZER© - SAMENESS VACCINE
CHAMELEON STORE
CHAMELEON STOREGREEN CARDGREEN CARD
SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE
VERY HAPPY PEOPLE
VERY HAPPY PEOPLE
SATISFIED CUSTOMERSATISFIED
CUSTOMER
Where is your brand?How can you evolve to get more compliments per day
from your customers?
Where is your brand?How can you evolve to get more compliments per day
from your customers?
See you in Brazil!Edmour SaianiPonto de Referê[email protected]
