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Leader brands analysis

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Mark O'Connor
Mark O'Connor

A look at how leader brands should approach communications, particularly in relation to competition by challenger brands.

Negócios
1 de 27
London, 21st December 2010 AN ANALYSIS OF LEADER BRANDS
Are We a Leader or a Challenger? ,[object Object],[object Object]
Leader Markets ,[object Object],Australia Hungary Russia Belgium Ireland Slovakia China Israel Slovenia Croatia Italy South Africa Czech Republic Latvia Spain Denmark Lithuania Turkey Estonia Mexico UK Finland Poland Greece Portugal
Challenger Markets Brazil to Sun France to Sun Cyprus TBC Germany Somat Japan Kao (P&G brand) Netherlands to Sun Norway TBC Sweden TBC US Cascade ,[object Object]
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object]
Behaving like a leader ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Loss of Category Leadership
Loss of Category Leadership ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Category Developments Undermine Leader
[object Object],[object Object],[object Object],Category Developments Undermine Leader
[object Object],[object Object],[object Object],[object Object],Category Developments Undermine Leader
When the Highest Order Benefit is Worn Out
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When the Highest-Order Benefit is Worn Out
Surviving the Financial Storm
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Surviving the Financial Storm
[object Object],[object Object],[object Object],[object Object],Surviving the Financial Storm < Where’s the money < Savings piggy bank < Coin spin
Tackling Over-familiarity / Embracing the Unfamiliar
Tackling Over-familiarity / Embracing the Unfamiliar ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tackling Over-familiarity / Embracing the Unfamiliar ,[object Object],[object Object],[object Object],[object Object],360 programme Campaign process
Tackling Over-familiarity / Embracing the Unfamiliar ,[object Object],[object Object],[object Object],Do us a flavour 60s
From Familiarity and Persuasion to Fame and Love
From Familiarity and Persuasion to Fame and Love ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
From Familiarity and Persuasion to Fame and Love ,[object Object],[object Object],[object Object],[object Object],1. show the chocolate ‘snap’ moment (reveal what's inside the chocolate) 2. show an eating moment (how enjoyable the chocolate is to eat)
From Familiarity and Persuasion to Fame and Love ,[object Object],[object Object],[object Object],[object Object],^ Gorilla ^ Eyebrows ^ Zingolo
From Familiarity and Persuasion to Fame and Love ,[object Object],[object Object],GHFP = glass and a half full productions CDM = cadburys dairy milk £10m difference in annual value sales Between models
From Familiarity and Persuasion to Fame and Love ,[object Object],[object Object]
Observations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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