Document related to a course given at Vlerick explaining "Branding in the Digital Age" and featuring Raz*War: first on-line grooming brand.

1. Pierre De Nayer
Vlerick -26/06/2012
We s(h)ave the World!
Branding in the digital
age: need for a new
branding model?

2. conquest of a
traditional market
in a
non-traditional way
basic need
web saavy
GrowthBridge and Raz*War: The Rationale

3. “People may not remember
exactly what you did or
what you said, but they
will always remember how
you made them feel.”
Delivering
Happiness
What Does Zappos sell?

4. Zappos Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble

5. COMMITTING TO
TRANSPARENCY
“Be real and you have nothing to fear”
Your culture is your brand
Don’t try to be someone you are not

6. Transcending shoes & service…
– 1999 Selection of products
– 2003 Customer Service
– 2005 Culture and core values as our
platform
– 2007 Personal Emotional Connection
– 2009 Delivering Happiness

7. “That’s great for Zappos but
it would never work at my
company…”

8. Flip the Funnel (Joseph Jaffe)

9. Why did Growth Bridge focused first on
shaving ? (1/3)
Source: Euromonitor
Price comparison for a typical
“last generation” razor head
(UK)
Source: Main Online, Title “Sharp Practice…”, Sean Poulter
EUR Cartridge of four Each razor head
Manufacturing Cost 0,22 0,06
Packaging 0,09 0,02
Producer Profit Margin 6,95 1,74
Shop Profit Margin 2,1 0,53
VAT 1,97 0,49
Retail price 11,33 2,84
Global toiletries: sector
comparisons

10. Global Men’s Grooming products
Increasing media attention
Why did Growth Bridge focused first on
shaving ? (2/3)

11. Why did Growth Bridge focused first on
shaving ? (3/3)

12. Shaving Market:There was
something to do...

13. Can David beat Goliath? (Using
Social Media…)
56%
Raz*War
(% of statements
expressed with a
positive sentiment)
26%
BigRazCo
(% of statements
expressed with a
positive sentiment)

14. Our Products & Packaging

15. Lets visit http://www.razwar.com

16. ©2010 Growth Bridge - Confidential
NPS repurchase= 28-39= -11%
NPS recommend= 27- 36 = - 9 %
Listening is key…

17. “Social R&D”-We adapted our offer

18. Our Subscriptions-First step towards
SaaS?

19. “Shaving as a Service”: Towards a new
business model?
Boardofinnovation.com

20. Authenticity
Humour
Engagement
Our Customers and Ambassadors
Some of our marketing tools…
Relevance

21. Participate in selected easily
leverageable events
 European Start Up Rally
 Grand Prix Wallon de l’Entrepreneuriat
Grand Prix à l’exportation
Leverage the event the day itself Twitter
Facebook
Web Interviews
Make others know you are there
Leverage the event in the following
days
Produce content
Share all published articles
Give bloggers attention
If needed, identify some opinion
leaders
 Share info with them
Give exclusivities
New pictures…
Nurture the buzz bubble Trough Twitter interactions
 New blog post
 Facebook discussion
Excellent customer care & Logistic
service
 There are no problems, only solutions
found the same day by Raz*War team
Zoom on some of our guerilla tactics: The
Spanish Example

22. Zoom on some of our guerilla tactics:
What to think about Twitter? (1/2)

23. Zoom on some of our guerilla tactics:
What to think about Twitter? (2/2)

24. Zoom on some of our guerilla tactics:
What to think about Twitter? TweetReach

25. Zoom on some of our guerilla tactics:
Providing content regularly (1)

26. Zoom on some of our guerilla tactics:
Providing content regularly (2)

27. Zoom on some of our guerilla tactics:
Providing content regularly (3)

29. Zoom on some of our guerilla tactics: Do
not forget blogs!

30. Some tools to use…
• Facebook
• Twitter
• Youtube
• Posterous
• Providing information
• Creating a community
• Leverage the community
• Listen to new idea’s –Do
«Social R&D »
• Customer Care
• Listen!
• React!
• Inform about new content
• Inform about promotions (do
not abuse!)
• Customer care
• Vidéo content is king
• Blog Platform

31. Some key lessons…(We did a lot of
things wrong!)
• Content is key.
• Relevance is key
• Be authentic
• Social marketing
Social R&D
• Think multi-channel
• Listen, Listen,
Listen,
• Provide excellent
customer care
• Do guerrilla...but
smartly
• Be consistent!
• Be patient
• Just Do It!
• Retail...is detail.

32. Thank You
Pierre De Nayer
GrowthBridge
pdn@growthbridge.eu
pierre@razwar.com
denap@citobi.com
+32 478 554 667