The Brand Challenge Kartikeya Kompella
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THE BRAND The Brand Challenge brings together some of the world’s leading brand experts to provide a unique examination of the nuances of building brands in particular sectors, 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 understanding of how to build successful brands using proven, sector-specific strategies, which have built long-lasting and unique brand identities. Not simply an introduction to branding, this book is essential reading for brand, advertising and communications executives who are involved in branding decisions CHALLENGE THE BRAND or keen to explore how to use learnings from one sector to create brand innovation in another. Specialist contributors include: • Jean-Noël Kapferer on luxury branding • Mike Symes on finance branding CHALLENGE • Jocelyne Daw on not-for-profit branding ADAPTING BRANDING TO • Joseph H Hancock, II on fashion branding SECTORIAL IMPERATIVES • Sue Bridgewater on football branding Kartikeya Kompella (editor) is the author of Applying the Branding Iron and Building KARTIKEYA KOMPELLA Brands, Building Meaning. He is also the editor of The Definitive Book of Branding. Kartikeya has written on branding for many websites and ran a column for five years EDITED BY on brandchannel.com With original contributions from: Al Ries | Tony Allen | Peter Fisk | Allen Adamson | Jean-Noël Kapferer Jesko Perrey | Thomas Meyer | Michael D’Esopo | Simon Glynn Walter S McDowell | Mike Symes | Jocelyne Daw | Joseph H Hancock, II John O’Neill | Jeremy Hildreth | JT Singh | Howard Breindel KoganPage ISBN: 978-0-7494-7015-9 Jonathan Paisner | Seth Margolis | Sue Bridgewater 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- masters 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 .