Upping your brand by design
Mark van Iterson – Global Head of Design & Concept Vianen 24 Juni 2014
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D A R E T O E X P E R I M E N T
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The Brewing Industry Top 10 in 2012
Source: Canadean Wisdom Database July 2013 For HEINEKEN, Consolidated beer volume 2012
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Heineken® | The Leading International Brand
Heineken®
Budweiser
Corona
Carlsberg
Guinness
Stella Artois
Amstel
Brahma
Foster’s
Tuborg
1
2
3
4
5
6
7
8
9
10
29.1
17.5
13.0
11.6
10.5
7.9
7.7
7.4
7.0
6.7
HEINEKEN DESIGN & INNOVATION ROLE
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Generic, undifferentiated Price competition
DESIGN INNOVATION BRANDING
Unique, desirable, emotional Worth paying more for
HEINEKEN DESIGN & INNOVATION ROLE
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Unique, desirable, emotional Worth paying more for
DESIGN INNOVATION BRANDING
Generic, undifferentiated Price competition
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DESIGN & INNOVATION IS PART OF HEINEKEN DNA
• Branding
• Better beer experiences
• Progress
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DESIGN YOUR OWN
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1960’s
DESIGN IS THE PREMIUMNESS OF THIS ERA
• Added value
• Differentiation
• Engagement
Design drives company and brand
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DESIGN IS THE PREMIUMNESS OF THIS ERA
• Not just ‘luxury’
HOW TO APPLY FOR F.M.C.G. / Heineken ?
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1) Timeless foundation
2) Excitement through specials
3) Design as activation
3 LEVEL STRATEGY
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SOLID FOUNDATION; CONSISTENT, TIMELESS, ICONIC
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1) Timeless foundation: icons
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March 2007
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Iconic logo; a timeless classic
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Our identity 5 years ago
Emotional
benefits
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... and how we evolved
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... and how we evolved
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ALWAYS EXCITING IN BAR AND ON SHELF
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2) continuous excitement on shelf and in bar
1) Timeless foundation: icons
2) continuous excitement on shelf and in bar 2) continuous excitement on shelf and in bar
ALWAYS EXCITING IN BAR AND ON SHELF
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1) Timeless foundation: icons
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Heineken – open your world Past, Present and Future
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3) design as territory of interest and engagement
HIGHEST LEVEL : DESIGN = ENGAGEMENT
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1) Timeless foundation: icons
2) continuous excitement on shelf and in bar 2) continuous excitement on shelf and in bar
Heineken Event apparel ... not very exciting
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September 24, 2010 Page 52
SHOW DESIGN IN ACTION
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ACT LIKE START-UP:
MONTHS / YEARS
THOROUGH STAGE GATE MODEL
3) design as territory of interest and engagement
HIGHEST LEVEL : DESIGN = ENGAGEMENT
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1) Timeless foundation: icons
2) continuous excitement on shelf and in bar 2) continuous excitement on shelf and in bar
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