06. Andreas Rosenlew - Family Business Conference 2014
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Transcript 06. Andreas Rosenlew - Family Business Conference 2014
Andreas Rosenlew
Managing Partner, GROW
The holy trinity of
holistic and sustainable
brand-driven business
development and transformation
FAMILY BUSINESS CONFERENCE 2014
HELSINKI 140919
© GROW
Brands are mainly built for, not promoted to success – Everything Communicates™
Periodic
Advertising & Promotions
PR & Product Placement
Road Shows, Events & Sponsorships
Permanent
Sales Tools & Literature
IR-, CRM- & CSR-Programs
Online & Social Media
Packaging
Environments
Users & Customers
Culture & People
Product/Service Design
Product/Service Innovation
Product/Service Quality
Product/Service Concept
Brand Identity, Position & Proposition
© GROW
Business Effects & KPI´s of Growing Holistic Value in all Branding Dimensions
BRAND
Favourable Valuation:
Clarity, Credibility
and Visibility of
Story; Positioning;
Vision & Ambition
Lower Complexity/Cost:
Better Margins:
Increased Cost-efficiency
More Recognition as
and focus from Optimised
Solutions-driven
Brand Structure/Portfolio
Value-added Partner
of Choice
Stronger Culture:
More Sales-efficiency:
Boosting Employee
Easier to Sell and Buy
Engagement/Alignement
the Offering
and Organizational Unity
Perception
is Reality:
Increasing & More
Consistent Demand:
Higher likelihood of always
being shortlisted as
Potential Partner
Better Perceived and
Higher Valued Reality!
Driver of Positive Stakeholder
Decisions and Actions
(All Above Main Positive Effects of Successful Branding and Brand Development are Empirically Proven in numerous studies over half a century)
© GROW
Better Talent
Attraction & Retention:
Corporate Brand =
Employer Brand
– Carreer Credentials
Driving the Entire Demand-side Value Chain and Customer Journey Experience
TRANSACTION
Consumer Usage / User Insight
Usage
Experience
Retail/Service
Experience
Strategic Brand Platform
Communication
Go-to-Market
Technical
Development
Experience
Design
Sales / Marketing / Distribution / Pricing
”DEMAND-CHAIN MANAGEMENT”
© GROW
Product
Concept &
Innovation
OFFER
RELATION
The holy trinity of holistic and sustainable brand-driven business development and transformation
STRATEGY
”WHAT”
PURPOSE
”WHY”
”WHO”
”HOW”
CULTURE
BRAND
PASSION
© GROW
The holy trinity of holistic and sustainable brand-driven business development and transformation
STRATEGY
”WHAT”
Vision
Domain
Key Success Factors
PURPOSE
”WHO”
”HOW”
Proposition &
Identity
DIRECTIONAL
IDEA
Relationships
Experiences
BRAND
External
Values
People
”WHY”
Transparency
PASSION
© GROW
Behaviours
Internal
CULTURE
Andreas Rosenlew
Managing Partner, GROW
The holy trinity of
holistic and sustainable
brand-driven business
development and transformation
FAMILY BUSINESS CONFERENCE 2014
HELSINKI 140919
© GROW