The Brand Challenge: Adapting Branding to Sectorial Imperatives

362 Pages·2014·2.29 MB·English

by  Kartikeya Kompella

The Brand Challenge brings together some of the world’s leading brand experts to T
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provide a unique examination of the nuances of building brands in particular sectors,
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from luxury goods to finance to not-for-profit. Edited by leading brand analyst and

consultant Kartikeya Kompella, it enables the reader to gain a comprehensive B
understanding of how to build successful brands using proven, sector-specific THE BRAND
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strategies, which have built long-lasting and unique brand identities.
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Not simply an introduction to branding, this book is essential reading for brand,
D CHALLENGE
advertising and communications executives who are involved in branding decisions

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or keen to explore how to use learnings from one sector to create brand innovation
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in another.
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Specialist contributors include:
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• Jean-Noël Kapferer on luxury branding
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• Mike Symes on finance branding ADAPTING BRANDING TO
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• Jocelyne Daw on not-for-profit branding
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SECTORIAL IMPERATIVES
• Joseph H Hancock, II on fashion branding
• Sue Bridgewater on football branding
Kartikeya Kompella (editor) is the author of Applying the Branding Iron and Building
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Brands, Building Meaning. He is also the editor of The Definitive Book of Branding.
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Kartikeya has written on branding for many websites and ran a column for five years T
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on brandchannel.com ED
YI
AT
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O B With original contributions from:
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P Al Ries | Tony Allen | Peter Fisk | Allen Adamson | Jean-Noël Kapferer
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L Jesko Perrey | Thomas Meyer | Michael D’Esopo | Simon Glynn
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A Walter S McDowell | Mike Symes | Jocelyne Daw | Joseph H Hancock, II
John O’Neill | Jeremy Hildreth | JT Singh | Howard Breindel
KoganPage Jonathan Paisner | Seth Margolis | Sue Bridgewater
ISBN: 978-0-7494-7015-9
London
Philadelphia
New Delhi
www.koganpage.com
Branding EDITED BY KARTIKEYA KOMPELLA
PRAISE FOR THE BRAND
CHALLENGE
‘A thoroughly comprehensive tour through the latest and best thinking
in marketing and branding by our industry’s thought leaders. Sharp,
succinct and refreshing. A no-nonsense journey through what it takes
to make the best brands.’ Charles Cadell, President – Asia Pacific,
McCann Worldgroup
‘What this book understands so well is that marketing is a little like chess:
there are few hard and fast rules, but there are recurring patterns. To
be able to spot a pattern in one place and then to apply it somewhere
completely different is often the talent which separates the grand-m asters
from the rest.’ R H Sutherland, Vice Chairman, Ogilvy & Mather UK
‘The Brand Challenge is the most complete and up-to-date account of
brands and branding that I have read. I am tempted to paraphrase Malvolio:
“Some are born brands, some become brands, and some have branding
thrust upon them.” This is not meant to sound cynical: it just reflects the
hegemony of branding practice, based on its proven utility and high value
to so many industries. The editor, through his passion for the subject, his
persuasiveness and charm, has assembled an outstanding cast of authors
– some old friends to followers of branding, but several rising stars too – to
discuss the contribution of branding “discipline” to relatively new areas, like
football, not-for-profit, and fashion. Peter Fisk has written an outstanding
piece on innovation: read this. Read it all.’ Tom Blackett, Brand Advisor
‘Kartik Kompella’s The Brand Challenge provides a valuable and unique
view into branding. The book offers a solid foundation into branding
principles as well as insightful expert advice into how branding works
across a broad set of categories and markets. Essential reading, it is both
stimulating and instructive.’ Kevin Lane Keller, E B Osborn Professor of
Marketing, Tuck School of Business
‘Branding is brought to life by seasoned experts in a dozen fascinating
settings including luxury goods and much more.
If you have a branding problem, then an innovative solution may
lie in what someone else did in another category. This book provides
dozens of impressive and varied examples.’ David Aaker, author of
Brand Relevance: Making competitors irrelevant
‘Although there are many branding books available, this new book
of readings edited by Kartikeya Kompella presents content that is
different from all of the others. Expressing diverse (and sometimes
extreme) points of view, the industry experts and academics in this text
investigate the myriad ways branding can be used across many sectors.
The collection provides a comprehensive over view of the magic of
branding. Anyone interested in the nuances of how branding can be
used effectively will find something new and useful in this collection.’
Barbara E Kahn, Patty and Jay H Baker Professor, Director, Jay
H Baker Retailing Centre, Professor of Marketing, The Wharton
School
‘I’ve read dozens of brand strategy and advertising books along my
career, but Kartik’s is a truly unique one. His approach in examining
branding across multiple different industries and categories unravels
insights that cannot be found in traditional marketing textbooks.
The book combines vital branding concepts with the application of
branding forming a powerful combination for readers. The experts who
write the chapters display a wealth of knowledge in each reader-friendly
chapter.
Filled with easily applicable ideas and hundreds of real-life examples,
this book feels like a complete “MBA in Branding”, which I strongly
recommend both for those just starting a career in marketing, as
well as the experts on the topic. I hope you enjoy the reading and
learning as much as I did!’ Andre Felippa, Marketing, Product and
Communications VP, Latin America, Alcatel Onetouch
‘The Brand Challenge offers a kaleidoscopic view of the world of branding,
inviting readers along on an exciting journey through brand management
theory and practice in diverse industries. In doing so, it crystallizes the
essential truths of branding at the same time that it uncovers the
idiosyncrasies that defy them in particular product categories. A true
celebration of the scope and complexity of branding, this edited book
includes the experiences of seasoned veterans, as well as intriguing, new
voices in the field.’ Dr Jill Avery, Senior Lecturer, Harvard Business
School
‘Every brand challenge need not be won on deep category knowledge
and heritage. It can also be inspired by learning from deliberately diverse
categories, and purposefully focusing the right lessons on to your own
brand story in a new way, so long as the story is told and delivered in a
distinctive way, a way that resonates and indelibly occupies the mind
space of your target consumers and customers.’ Phil Chapman,
VP Marketing Communication and Brand Equity, Mondeléz
‘The Brand Challenge is a comprehensive look at creating and nurturing
successful brands by explaining how brand building is done in multiple
categories. A must-read for any professional who wants to grow their
business in a crowded marketplace.’ BJ Bueno, co-author, The Power of
Cult Branding

The Brand
Challenge
Adapting
branding
to sectorial
imperatives
Edited by Kartikeya Kompella
Publisher’s note
Every possible effort has been made to ensure that the information contained in this
book is accurate at the time of going to press, and the publishers and authors cannot
accept responsibility for any errors or omissions, however caused. No responsibility for
loss or damage occasioned to any person acting, or refraining from action, as a result of
the material in this publication can be accepted by the editor, the publisher or any of the
authors.
First published in Great Britain and the United States in 2015 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review,
as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmitted, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in accordance with the terms
and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be
sent to the publishers at the undermentioned addresses:
2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London EC1V 3RS Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
India
www.koganpage.com
© Kartikeya Kompella and the individual contributors, 2015
The right of Kartikeya Kompella to be identified as the editor of this work, and of the individual
contributors to be identified as the authors of this work, has been asserted by them in accordance
with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 7015 9
E-ISBN 978 0 7494 7016 6
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
The brand challenge : adapting branding to sectorial imperatives / [edited by] Kartikeya Kompella.
pages cm
ISBN 978-0-7494-7015-9 (paperback) – ISBN 978-0-7494-7016-6 (ebook) 1. Branding (Marketing)
I. Kompella, Kartikeya.
HF5415.1255.B717 2014
658.8’27–dc23
2014028451
Typeset by Amnet
Print production managed by Jellyfish
Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY
CONTENTS
Foreword  xiii
Preface  xv
01 Focus: The future of your company depends on it  1
Al Ries
Focus versus positioning  1
Focus on the brand  2
Focus on the mind  5
Focus on the market leader  7
Focus on the short term  11
Focus on the global market  12
Focus on a single word  14
Focus on a single visual  15
Focus on multiple brands  17
Focus your company  18
Biography  20
02 Identity: Don’t lose it  23
Tony Allen
The faces of identity  23
How identity works  30
Identity at the frontier  38
Biography  39
03 Brand innovation: Embracing change to innovate your
brand and accelerate growth  41
Peter Fisk
Brands in a changing world  43
The power to change the world  44
viii Contents
Step 1: Frame . . . innovating the brand purpose  46
Step 2: Create . . . innovating the brand concept  51
Step 3: Resonate . . . innovating the brand story  53
Step 4: Cluster . . . innovating the brand solution  58
Step 5: Enable . . . innovating the brand experience  61
Step 6: Connect . . . innovating the brand relationship  65
Step 7: Extend . . . innovating the brand range  69
Step 8: Optimize . . . innovating the brand portfolio  73
Step 9: Impact . . . innovating the brand value  77
Biography  80
04 Bridging the gap between brand idea and
delivery in a move-faster-but-be-certain market:
Why the traditional process of building a brand
needs a reboot  83
Allen Adamson
Part one: Let’s set the foundation  83
Part two: So, what’s the problem?  86
Part three: So, what’s the solution?  88
How does this prototyping process actually work?  92
Why is the prototype process better than the traditional
linear process?  94
Biography  96
05 Luxury branding  97
Jean-Noël Kapferer
Luxury in question: Ending the confusion about
definitions  98
The luxury strategy  99
Luxury is not a more expensive version of premium but a
completely different mindset  102
Building incomparability and value in the brand  104
The importance of heritage  105
Luxury does not lie in marketing but in the offering: The
anti-laws of marketing  106
Contents ix
Conclusion: To endure, luxury must learn
from religion and art  117
Biography  118
References  118
06 Retail brand management: Perception, performance
and improvement  119
Jesko Perrey and Thomas Meyer
Retail’s new branding priority  121
Building and sustaining a strong brand in retail  122
The elements of retail brand perception  125
Benchmarking brand performance  128
Building brands; boosting business  131
Brand promise and retail’s organizational orientation  135
Biographies  141
Reference  141
07 Why brand matters in B2B  143
Michael D’Esopo and Simon Glynn
What brand needs to do in B2B  145
Making brand work in B2B  151
Biographies  158
Notes  159
08 Managing media as brands: Case study – branding news
organizations  161
Walter S McDowell, PhD
Part one: Media as brands  161
Part two: Case study – branding news organizations  177
Biography  182
09 Brand not bland: The financial services challenge  185
Mike Symes
A reputation you can bank on?  186
Comply but don’t conform  188