Title: Marketing, Branding and Management : A personal and global perspective
1Marketing, Branding and Management A personal
and global perspective
- A presentation by
- Michael Boyden
- Managing Director
- TASC Taiwan Asia Strategy Consulting
- National Sun Yat-Sen University
- 2 March 2006
2By way of introduction the man
- Michael Boyden
- is a British national who has lived and worked
in Taiwan for 17 years. His - career background includes management and
executive experience in the - hotel and hospitality industry, contract
services, management consulting and - business information. Since 1996 he has been the
Associate Taiwan for the - Economist Groups peer group forum business,
currently titled Corporate - Network.
- He is married to Katy Ho Ching-Hui, who is
Taiwanese, and they live in the - Tien Mou district of Taipei city with their young
daughter Victoria. He is also a - proud grandfather to the two young sons, Daniel
and Harry, of his son Ben. - After living and working in Africa, the Middle
East, South-East Asia and Hong Kong, - Michael is happy to call Taiwan home.
3By way of introduction the company
- TASC Taiwan Asia Strategy Consulting
- is a locally-registered company established in
early 1997 and serves as the - corporate platform for 3 discrete businesses -
- A network of peer group forums for executives of
multinational companies - Local forum is Taiwan Business
Leaders Forum - Mission provide senior executives of MNCs with
accurate, timely and comprehensive business
information and informed expert opinion.
4IWNC Team and Leadership development
5IWNC I Will Not Complain!
6Branding who needs it?
- Before the mid-19th century, nobody much did.
- The idea of branding emerged in the middle of
the 19th century, when - technology combined with literacy and rising
standards of living to create the - first mass markets. The thinking that lay behind
branding was very simple, - but highly original it was to take a household
product, a commodity, no - different fundamentally from any other product
made by another - manufacturer, and endow it with special
characteristics through the - imaginative use of name, packaging and
advertising. - Wally Olins, corporate identity and product
design guru - And here he might have addedand enhanced
value
7What does a brand do?
- If it is to be successful, a brand has to have a
life of its own quite - separate from that of the company Wally
Olins, Corporate Identity - It gives the product a distinct IDENTITY
- It serves as a guarantee of QUALITY and
RELIABILITY - It developes a strong PERSONALITY in the mind of
the consumer - It helps to REDUCE COMPLEXITY in buying decisions
- It provides REASSURANCE
- It boosts the buyers SELF-ESTEEM
8Giving the product an IDENTITY
- It used to be thought that soap is just, well,
soap. Until the question - WHY DOES A WOMAN LOOK OLD SOONER THAN A MAN?
- asked by William Hesketh Lever (the founder of
the Lever in Unilever) in the late 1880s to
promote his Sunlight Soap. - It embraced all the qualities of a good brand
- A name summing up the qualities of the product
- Bold, clear, well-focused packaging
- Consistent quality,
- Imaginative , highly visible promotion
9A more modern example of brand as IDENTITY
- Refreshes the parts other beers cannot reach
- HEINEKEN is very successfully identified as a
special beer - and its makers have stayed focused there is
only the one.
10Anyone here wearing Dockers? A story about FOCUS
in branding
- HEINEKEN has stayed focused on just ONE branded
product. What - happens if you lose that focus?
-
- LEVI STRAUSS found out the hard wayby extending
the name Levis from - jeans (very successful) to casual wear and shoes
thus confusing the - consumer as to what Levis meant. After a lot
of loss they dropped the - extensions and created the separate brand
Dockers for baby boomers who - no longer looked so good in jeans.
- And now they are Americas best-selling mens
pants
11The brand offering QUALITY AND RELIABILITY
- GIANT bikes are not top of the market but offer a
good deal - They provide a safe ride for diverse categories
of user - from children and shoppers to mountain bikers and
racers
12and further on that question of RELIABILITY
- TOYOTA cars are justifiably famous for
reliabilityas youll see
13The brand developing a PERSONALITY
- DAHON bikes are cleverly designed,
well-engineered - and slightly wacky
- They appeal to people as not only useful but
also individualistic - and FUN
14Making life easier reducing COMPLEXITY
- ASUS became known as maker of good motherboards
so its - other products, like laptops and cell phones must
be OK too - right? So no need to do all those hard
comparisons! - One of the few local examples of successful brand
creation
15The problem of COMPLEXITY
- We tend to think of boredom as arising from a
lack of stimuli a sort of - information underload.
- But more and more commonly, boredom is arising
from excessive stimulation - or information overload.
- Information, like energy,tends to degrade into
entropy into just noise, - redundancy and banality. To put it another way,
the fast horse of information - outruns the slow horse of meaning.
- Jack Trout, The New Positioning
16The brand providing REASSURANCE
- Branding has never totally eliminated the older
patterns whereby - companies promoted their products in their own
nameas well as - through brands. Wally Olins, Corporate
Identity - NESTLE has for generations been a company name
and a brand synonymous - with food products that are wholesome and above
all safe - Mothers down the years have trusted Nestle
foods for their children
17We all grew up on Nestle (1)
- Sometimes we got it from the source!
18We all grew up on Nestle (2)
- Both ordinary children and
toffs!
19The brand as a source of SELF-ESTEEM
- LOUIS VUITTON a brand thats a name very
successfully - appeals to peoples desire to look and feel
special through - what they own.
- LVs Taiwan sales are the 3rd largest in Asia and
95 come - from local people.
20Question what does this brand mean to you?
- Iconic Taiwanese brand, originated by a folk
hero. Stands for what?
21Brands and globalisation
- It is BRANDS that have enabled MNCs to grow and
achieve truly global status. - It is BRANDS that transcend national and cultural
borders - Think McDonalds
- I dont think theres a country out there we
havent gotten enquiries from. I - have a parade of ambassadors and trade
representatives in here regularly to - tell us about their country and why McDonalds
would be good for them - Jim Cantalupo, former CEO of McDonalds
22and why they matter to cross-straits tension
- No two countries that both had McDonalds had
fought a war against each - other since each got its McDonaldsI offer the
- GOLDEN ARCHES THEORY OF CONFLICT PREVENTION
- which stipulates that when a country reaches the
level of development where - it has a middle class big enough to support a
McDonalds network, it becomes - a McDonalds country. And people in McDonalds
countries dont want to fight - wars anymore, they want to wait in line for
burgers. - Thomas L. Friedman, The Lexus and the Olive
Tree.
23Taiwan matters to MNCs
- Amid all the excitement about China, remember
that - There are over 600 MNCs represented in Taiwan.
Why? - 4th largest economy in Asia, worlds 15, 3rd
highest forex reserves - One of 2 biggest economies in the crucial
non-Japan North Asia region - Was the first Asian base for many MNCs
- Offers a world-class operating environment
- Sophisticated export capability backed by large
domestic market - Has an excellent country risk profile
- And its consumers LOVE international brands!
24The best-known Taiwanese brand?
- Can you identify which it is?
- Distinct IDENTITY
- Guaranteed QUALITY and RELIABILITY
- Distinct and strong PERSONALITY
- Can REDUCE COMPLEXITY in buying and OPERATING
decisions - Provides REASSURANCE through KNOW-HOW
- but can sometimes be short of SELF-ESTEEM
- ITS YOU!
25Globalising yourself
- It is always interesting to live and work in
another culture - I have seen the sun come up over the Great Wall
of China and go down over - the Saudi Arabian desertlistened to the
nighttime sound of hippos roaring in - an African river and the early morning call of
the faithful to prayer at the - mosques in Baghdad and Bahrainwalked the city
canyons of Hong Kong. - Done business with Kuwaitis, Lebanese, Saudis,
Bahrainissparred in - commerce with Chinese in Singapore, Hong Kong,
Taiwan and Chinaand - with a mixture of other nationalities everywhere.
- But I remain who I am, an Englishman. Ive
learned a lot, taken some hits and - experienced highs and lowsand would not have
missed any of it. - Go out into the world! Its YOUR world.
26A part of my world
- and forever part of my life. It can be part of
your world too.
27Another part of my world south-east Asia
- and possibly yours too. All you have to do is
go.
28References
- Recommended reading on brands, marketing and
globalisation - The Lexus and the Olive Tree Understanding
Globalisation - Thomas L. Friedman
- Positioning the battle for your mind
- Al Ries and Jack Trout
- The New Positioning the latest on the worlds
1 business strategy - Jack Trout with Steve Rivkin
- The Borderless World Power and Strategy in the
Global Marketplace - Kenichi Omae