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1
BRANDING IN A SUSTAINABLE WORLD.
AN INCONVENIANT TRUTH.
22 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
We must take our future into consideration, we have to be concernedabout a LONG TERM PERSPECTIVE – of how we want tolive and how we do business in the future.
AN INCONVENIANT TRUTH.
33 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
And that also applies to BRANDING and to MARKETING.
A PARADIGM SHIFT IN MARKETING.
44 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
„Don’t sell a product once, if you are not convinced thatyou can sell it twice.“
A PARADIGM SHIFT IN MARKETING.
55 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
Marketing is focussing on LONG-TERM RELATIONSbetween BRANDS and CONSUMERS.
THE IMPORTANCE OF BRANDS.
66 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
BRANDS are the cornerstone of LONG-TERM RELATIONS built upon TRUST.
WHAT IS A BRAND?
77 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
A BRAND is more than a LOGO.
88 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
A BRAND is more than an ADVERTISING CAMPAIGN.
WHAT IS A BRAND?
99 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
A BRAND is even more than an PRODUCT.
WHAT IS A BRAND?
1010 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
A BRAND IS an ATTITUDE, a
mindset that builds TRUST and makes a
company successful in every area.
WHAT IS A BRAND?
1111 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
BUT BRANDS ARE GETTING
1212 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
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.
1313 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
Especially, after the rise of the DIGITAL MEDIA plattforms and
SOCIAL NETWORKS the consumers are not able to cope withthis enourmous amount of media and brands any more.
DEVELOPMENTS IN THE MEDIA WORLD.
1414 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
THE RESULT: INFORMATION OVERLOAD.
1515 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
TRUST IS THE CURRENCY OF STRONG BRANDS.
But the consumer is getting more and more critical, especially in theaftermath of the financial and economic crisis that shattered the world in 2008/2009:
1616 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
TRUST IS THE CURRENCY OF STRONG BRANDS.
And the critical consumer can observe the brand
behavior in the media and can articulate criticismand opinions via numerous social mediaplattforms.
1717 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
SUSTAINABILITY IS GAINING IN IMPORTANCE.
As a result, companies and BRANDS rely on SUSTAINABILITYand CORPORATE SOCIAL RESPONSIBILTY to build up
TRUST.
1818 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
THE CHANGING ROLE OF SUSTAINABILITY.
The ROLE of SUSTAINABILITY changed from
COMPETITIVE DISADVANTAGE to a DECISIVEFACTOR for positioning and DIFFERENTIATING brands.
1919 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
DEVELOPING SUSTAINABLE BRANDS: THE RULES OF THE GAME.
SUSTAINABLE BRANDS are based on distinct BRANDVALUES with a LONG-TERM PERSPECTIVE and a value driven branding process.
2020 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
DEVELOPING SUSTAINABLE BRANDS: THE RULES OF THE GAME.
Companies are no longer what they make – now, BUSINESS and
BRANDS are WHAT THEY STAND FOR.
2121 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
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.
BRANDING IN A SUSTAINABLE WORLD: 7 TRENDS.
2222 Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017
SUSTAINABILITY– has arrived in the MAINSTREAM of SOCIETES.
– becomes a vital PART of a MODERN LIFESTYLE.
– 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.
2323 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
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 ofSOCIETY.
2424 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
SUSTAINABILITY AND EDUCATION.
EDUCATION is the KEY to a SUSTAINABLE DEVELOPMENT. IMPROVING the PEOPLE‘S LIVES EVERYWHERE.
WHAT MAKES THE BRAND ACADEMY UNIQUE.
25
PROFILE
• The Brand Academy is worldwide the 1st. university focusing on
BRANDS.
• Merging SCIENTIFIC THINKING with PRACTICALEXPERIENCE and a strong INTERNATIONAL FOCUS.
25 Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017
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
AND THAT IS REFLECTED IN OUR OPEN AND DIVERSE CULTURE.
2727 Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017
WHAT WE BELIEVE IN: OUR VALUES.
28
To realise our vision, we believe in distinct values:• Appreciation
• Dialogue
• Professional excellence
• Performance
• Interculturality28
OUR LOCATION: HAMBURG – THE GATE TO THE WORLD.
And the German capital of branding.
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 201729
HAMBURG: THE GERMAN CAPITAL OF BRANDING.
30
Famous brands and branding agencies.
WE EDUCATE THE BRAND EXPERTS OF THE FUTURE.
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017
WHAT IS THE PERSPECTIVEWE OFFER AT THE BRAND ACADEMY
FOR THE FUTURE OF OUR STUDENTS?
And doing so we have to answer the basic question.
31
FUTURE PERSECTIVES AT THE BRAND ACADEMY.
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 2017
Academic, professional and social perspectives.
32
THE ACADEMIC PERSPECTIVE
THE PROFESSIONAL PERSPECTIVE
• At the brand academystudents not only acquireup-to-date knowledgeabout brands and brandingbut the competencies toapply that knowledge.
• The brand academy and the programmes are state-approved by theHamburg Ministry ofEducation and Reserach
• At the brand academywe are focused on theemployability of ourstudents.
• And with their work on realprojects for real clientsour students are equippedwith every-thing to start a promis-ingprofessional carreer.
THE PERSONAL PERSPECTIVE
• At the brand academywe are also concernedabout the personaldevelopment of ourstudents.
• Having that in mind, weconvey the necessarysocial skills you need tosucceed in the busi-ness world – and to make friendsevery-where.
IN SHORT: WHAT WE PROMISE TO OUR STUDENTS.
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 201733
AT THE BRAND ACADEMY
WE NOT ONLY CONVEY UP-TO-DATE KNOWLEDGEABOUT BRANDS AND BRANDING BUT DEVELOP STRONG
PERSONALITIES.
STUDYING AT THE BRAND ACADEMY: A SPECIAL EXPERIENCE.
Our students benefit from learning in smallgroups and the intercultural exchange.
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 201734
STUDYING AT THE BRAND ACADEMY: A SPECIAL EXPERIENCE.
And are provided with the highest academiccompetence.
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 201735
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 realbrands.
Introduction to brand academy | Wang Li University, Ningbo| Friday, August 4th. 201736
3737 ICEF-Workshop, Berlin: Branding in a sustainable world | Sunday, October 29th. 2017
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.
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BRANDING IN A SUSTAINABLE WORLD.
QUESTIONS?