1. MANAGING A TOTAL BRAND EXPERIENCE IN 100 COUNTRIES BENGT
ERIKSSONGLOBAL MASTER BRAND DIRECTOR, SCA
www.brandleadershipforum.se 2. What do these buildings/places have
in common? MANAGING A TOTAL BRAND EXPERIENCE BENGT ERIKSSONGLOBAL
MASTER BRAND www.brandleadershipforum.se 3. SCA is a leading global
hygiene and forest products company Founded in 1929 44 000
employees and sales in 100 countries Europes largest private
forrest owner www.brandleadershipforum.se 4. The SCA sustainability
effect www.brandleadershipforum.se 5. SCA has been through a major
transformation www.brandleadershipforum.se 6.
www.brandleadershipforum.se Four business areas 2009 7.
www.brandleadershipforum.se 8. SCA brand portfolio a power house of
brands www.brandleadershipforum.se 9. Corporate brand ! Lead brand
for shareholders, SCA employees, distributors and commercial
partners ! SCA is the source of credibility for Tork sustainability
! Product and service brand ! Lead brand for end-customers ! Tork
is one of the global SCA global brands, specifically for B2B
end-customers ! Endorsed by SCA global capabilities and investment
! ! SCA endorser strategy www.brandleadershipforum.se 10. Leading
market positions Global Master Brands www.brandleadershipforum.se
11. Branding Case Tork 12. Tork a billion brand with global reach
No.1professional hygiene brand globally 6 million Tork dispensers
installed in workplaces around the world each year dedicated to
developing Tork products and services, in the US, China and Europe
100 people+ www.brandleadershipforum.se 13. Our products and
services Personal hygiene www.brandleadershipforum.se 14. Our
products and services Wiping, cleaning and polishing
www.brandleadershipforum.se 15. Our products and services Napkins
and table ware www.brandleadershipforum.se 16. Tork a design-driven
brand www.brandleadershipforum.se 17. Tork brand challenges Dealing
with complexity Branding in B2B Building a global brand Delivering
a consistent end-user experience Building the brand through
distributors The digital transformation www.brandleadershipforum.se
18. Dealing with complexity CHALLENGE 19. Wide difference in terms
of needs & benefits, attitudes and behavior End customer
insight & segmentation www.brandleadershipforum.se 20. End
customer insight & segmentation We develop a Tork-branded
portfolio of offers based on a deep understanding of customer needs
and how these are segmented www.brandleadershipforum.se 31 000In
2014 we spoke to customers across the world 21. Product
segmentation Quality&Perfomance Tork Universal caters for your
basic needs Tork Advanced always gives you a good performance Tork
Premium is the best you can get www.brandleadershipforum.se 22.
Branding in B2B CHALLENGE 23. Strong emotionally engaging brands
are just as relevant in B2B Our customers are people too. Were all
emotional beings. We want context. We want relevance. We want
connections Beth Comstock, CMO, General Electric.
www.brandleadershipforum.se 24. Importance of branding in B2B
BrandFunction Functions of B2B and B2C Brands Although the brands
play different roles in B2B versus B2C markets Importance to
Purchase Decision Maker 14% Image Enhancement Information Effiency
Risk Reduction 0% 25% 40% 37% 41% 23% 45% 50% Business-to-Consumer
Business-to-Business Source: Marketing Leadership Council Research
www.brandleadershipforum.se 25. Building a global brand CHALLENGE
26. Definition of a (truly) global brand Same name Same look and
feel Same position Same image Same offering
www.brandleadershipforum.se 27. Must create management commitment
Become a brand-driven organization The organization needs to be
convinced that a strong brand equals good business
www.brandleadershipforum.se 28. Brand integration
www.brandleadershipforum.se 29. Defining global vs local As global
as possible, as local as necessary ! Involve local markets in
global projects ! Always have the long-term goal in mind GLOBAL
LOCAL www.brandleadershipforum.se 30. Defining a set of building
blocks Brand Strategy Pack Design Guidelines Brand Platform
including Brand Essence Brand Expression Guidelines Brand
Architecture and Product NamingCommunication Platform Digital
Guidelines Tork Design DNA Visual Guidelines (refills) and make
them work together www.brandleadershipforum.se 31. The benefits of
a global assortment www.brandleadershipforum.se 32. Build brand
awareness in all markets 33. Delivering a consistent end-customer
experience CHALLENGE 34. The Tork customer experience Sales and
support Customer care programme Distributor support Internal
communications Exhibitions Print and digital customer
communications Training and education Business principles Design
Product line Naming New product development Assortment Quality
Leadership behaviours Billing PR Sales meetings After sales service
Products and services Marketing and communications People and
behaviour Research and development Customer insight Proposition
development Consistency through out the customer experience
www.brandleadershipforum.se 35. Building the brand through
distributors CHALLENGE 36. Producer Cleaners Caterers Others
Specialists Generalists Distributors Others Service Providers
End-users Industry Trade & Service Health Care HoReCa Public
Admin. & Services Go-to-market model Majority of sales through
indirect sales www.brandleadershipforum.se 37. Building the brand
through distributors Make it easy to buy! ! Make it easy to sell!
www.brandleadershipforum.se 38. The digital transformation
CHALLENGE 39. Changed buying behavior Awareness Purchase Sales
engagement point earlier Sales engagement point today Gather info
Evaluate info Source: Marketing Leadership Council Research No mans
land www.brandleadershipforum.se 40. Digital first 41. Mobile sales
tools Globally developed apps for support of SCAs sales force
www.brandleadershipforum.se 42. Connected washrooms by Tork In work
places there are many things that just need to work ! One such
function is the washroom. If it doesnt work properly people will
notice and complain. ! But maintenance is complex and built on
estimations. Some of the work is time-consuming without adding
value. What if a washroom could tell what maintenance that is
needed? www.brandleadershipforum.se 43. Summary The benefits of a
more consistent, stronger Tork brand A more attractive offer to
distributors and end-customers operating locally and
internationally Achieve higher levels of profitability: helping us
meet our commercial objectives Faster to market and greater
economies of scale: more efficient global investment Maximizing our
time, energy and resources by focusing on what fits with our brand
www.brandleadershipforum.se 44. www.brandleadershipforum.se FOUNDER
PARTNERS BREAKFAST SPONSOR WWW.SPACEPRODUCTION.SE WWW.BILLES.SE
WWW.BOBBYHOUSTON.SE WWW.PDGM.SE WWW.BISNODE.SE WWW.KSE.SE
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