1. Marketing transformation
– New Era of Brand Building
MJR meeting 24.9.2013 at Marketing Clinic

2. © Marketing Clinic
• Leading Nordic consultancy specialized in marketing and sales
• We deliver sustainable commercial success for our Clients through customer driven, fact-
based and actionable advice
• 40+ consulting professionals with extensive experience from leading industrial companies
• Local presence in Helsinki, Copenhagen, Stockholm and Oslo. International and global
assignments through our Clients
• More than 250 satisfied Clients - we work with the world leading marketing & sales companies,
as well as strong regional players
• Track-record of 750 marketing and sales development projects
Marketing Clinic – who are we?

3. © Marketing Clinic
Accelerating commercial success
through analytics and customer insight.

4. Okimo Clinic is a strategic social
media company
• Okimo Clinic closely operates
with Marketing Clinic
• Okimo Clinic board members
include Hjallis Harkimo, Aki
Hirvonen, and Morten Kjaer.
CEO is Helene Auramo
• Okimo Clinic was founded in
April 2013

5. Marketing transformation
– New Era of Brand Building

6. When identifying sources of growth finding the right
balance is crucial:
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RENOVATION INNOVATION
EXISTING
COMPETENCES
Existing destination
Existing business
Existing brands
Existing customers
NEW
COMPETENCES
New destination
New business
New brands
New customers

7. In both innovation and renovation insight should drive the
business and all functions
7
A company
(R&D)
Marketing
Customer
Market &
customer
insight
Company:
R&D,
marketing,
sales..
Offering
X 

8. Corporate brand – more important than ever!
Product portfolio strategy – focus needs to be crystal clear!
Relevance & differentiation - All brands to be build based on superior
insights!
Internal engagement – delivery throughout the whole organization!
Key topics at the moment in marketing!
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9. 1. Corporate brand – more important
that ever!
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10. Corporate brand is a company's most valuable asset – it
engages stakeholders into a relationship that drives growth
Direct stakeholder communication Influence through consumer brands
10
Corporate
brand
Owners,
investors,
financiers
Authorities
Partners
Personnel
Media
and opinion
leaders
Consumer
brand y
Consumer
brand z
Consumer
Consumer
brand x
Increasing need to create consumer
value also through the corporate brand!

11. Critical to understand the implications of the changing
world to the role of corporate brand
Consumer needs and
behavior
Customer/ advertiser
issues and needs
Market development and
future trends
Competitive landscape
Own Portfolio
Corporate
brand

12. Different timespan for corporate brand vs. product brands
Corporate brand, 5 + years Product brand, 3-5 years
12
 More specific target groups
 All channels
 Many target groups
 How to reach?
 How to engage?
 How to secure reputation?

13. Build you company brand.. before
someone builds it for you.
25/9/13 13

14. 2. Product brand portfolio strategy need
to be crystal clear – focus!
25/9/13 14

15. Common pitfalls in portfolio management we often see
Acquisition based portfolio
Hyperactive brand managers portfolio
Efficiency focused portfolio
15

16. Focus & prioritization crucial –
insights should drive the portfolio strategy
16
Rightsegment+rightmarket+rightmessage+rightchannel=GROWTH
”flagship
brands”
”Core
brands”
”Products”
Wide portfolio of brands and products,
lots of innovations, short life cycles

17. Do BIG things with the focus brands
– ensure business acceleration!
17

18. 3. Relevance & differentiation - all brands
to be build on superior insights!
25/9/13 18

19. Strong brands are rooted on strong insights
19
STATEDIMPORTANCE
DERIVED IMPORTANCE
”Goes without
saying.”
Won’t help but hurts
if don’t provide.
REQUIRED
”Headline it!”
Messages provide
significant customer
leverage and
differentiation
CRUCIAL
”Show it.”
Decision making
criteria.
MOTIVATING
”Relatively safe to
ignore.”
No value here.
UNINSPIRING
Most companies are stuck with
benefits that do not build
competitive advantage!
These are the ones
that we need to
identify in order to
BE DIFFFERENT
RELEVANT
AND THUS
PREFERRED

20. 4. Internal engagement – delivery
throughout the whole organization
25/9/13 20

21. How to live up to the brand promise during the whole
customer life cycle?
25/9/13 21
Who has responsibility for the corporate brand and for the product brands?
CEO
New product
development
Logistics Sales Marketing PR Service

22. Living and breathing the brands throughout the
organization strengthens the company culture by giving
direction and “higher purpose”
“A strong corporate culture can account for 20-30% of the differential in
corporate performance when compared with 'culturally unremarkable'
competitors *)
*) Source: James L. Heskett, The Culture Cycle
22

23. Clear guidelines are needed to ensure portfolio strategy
implementation throughout the organization
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Guidelines: Sales, e.g.
• Sales support investments
• Level of investments
• Other considerations
• Distribution channels
• Distribution channels
• Customer prioritization
• Pricing guidelines
• Promotion guidelines
Guidelines: Product development,
e.g.
• Investments to production
• New product development
• Packaging (displays etc.)
• Other considerations
• Choice of raw materials
• Outsourcing
• Pricing of new products
Guidelines: Marketing, e.g.
• Marketing investment
• Level of investments
• Use of media
• Sponsoring
• PR
• Brand management
• Competencies of brand manager
• Brand strategy & governance
• Targets
• Other considerations
• Licensing
• Co-branding
• Partners

24. Please don´t hesitate to be in contact with us to discuss futher:
Marketing Clinic
 Catharina Starckelberg, CEO & founder, 0400 218 224
 Aki Hirvonen, Director B2C business area, 0400 727 88
 Sanna Näkkilä, Marketing Advisor, 050 4040 092
 firstname.lastname@marketingclinicpartners.com
 LinkedIn for the latest marketing news: Linkedin.com/company/marketing-clinic
Okimo Clinic
 Helene Auramo, CEO & founder, 040 153 082
 firstname.lastname@okimoclinic.com
 Latest Social Media News on Twitter: twitter.com/OkimoClinic
 Products and Services on LinkedIn: linkedin.com/company/OkimoClinic
 Presentations on SlideShare: www.slideshare.net/OkimoClinic
 Sharing and Networking on Facebook: www.facebook.com/OkimoClinic
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25. Thank you!
www.marketingclinicpartners.com
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