Dr. Brad Davis Laurier Chair in Brand Communication. Greater Kitchener Waterloo Chamber of Commerce Leadership Series Thursday, November 3, 2011. MARKETING YOUR PRODUCT INTERNATIONALLY.
Greater Kitchener Waterloo Chamber of Commerce
Thursday, November 3, 2011
MARKETING YOUR PRODUCT
adbeastACLC Advertising [now CP&B]Air Miles (Loyalty Management Group)BBDO/OMDCadbury Adams CanadaCanWest Global Communication Corp.Capital CCara Operations LimitedCarlson Marketing Group Canada Ltd.Chad Management GroupCHUM TelevisionConAgra Foods Canada Inc.Corus Entertainment GroupCossette Communication GroupCTVglobemediaCundari GroupDare FoodsDDB Canada/OMDDraft FCB GroupDue North
GJP (now Blammo Worldwide)
Institute of Communication AgenciesLeo Burnett Company Ltd./StarcomMaclaren McCann
MBS/The Media Company/GreyMichael WellingMolson CanadaPattison OutdoorPepsi CanadaPublicis CanadaQuarry Integrated Communications Inc.Rogers Communications Inc.Rupert BrendonSharpe Blackmore Euro RSCGStandard Radio Inc. [now Astral]TaxiTBWA/OMDTerham Management Consultants Ltd.Tim HortonsUnilever Canada LtdVenture CommunicationYoung & Rubicam Advertising CanadaZig [now CP&B]
Among the reports conclusions were:
“It is more important than ever that organizations have a deep rooted and organic understanding of their brand so they will be able to generate and sustain authentic engagement with consumers.
Our goal is to produce graduates who can articulate that understanding and know precisely what is needed to engage consumers in brand-directed interactions.
These graduates will be the architects of future Canadian brands. Their success will determine our ability to stay competitive not just internationally but at home.”
“Branding” is not a choice.
“Social Net” is not a choice.
“International” is not a choice.
- are you competing against foreign brands?
- are you dealing with cross-cultural consumers?
“A Canadian brand can no longer stick its head in the sand in its home market and expect to flourish and be left in peace. If a brand does not actively seek to compete globally, global competitors will seek it out either as an acquisition target or a competitor.” Interbrand Best Canadian Brands 2010
What does “Made in Canada” mean? How do we define brand Canada?
but a quality brand helps build CoO
- 14 of top 25 Canadian brands operate outside North America
- EG. selection of brand names and visual identity
2. Remember it’s more about CROSS CULTURE than cross border.
- Legal, accounting & finance issues handled by specialists
- For marketing, it’s about understanding the culture(s)
3. Look for a “universal human condition”
- you must adapt to local culture, but some human truths cross borders
- EG. we are a social species
“Any brand seeking to succeed and to be most valuable in the future will need to think and behave like a leader: at the basic levels of product and service distribution, and at the more emotional levels of creativity, values and core social contribution.” Interbrand study (2006)
- recent research: most effective way to influence national image is by focusing on the people of the country: education, standard of living, technical skills and creativity rather infrastructure or economic conditions
4. You don’t need a large marketing BUDGET
- 2.0 branding focuses on slower building of solid foundation rather than old “star” system of branding
5. Build solid Marketing practices before
- consumer insights, flexible positioning, brand experiences, continuous product & service improvement..... Fundamentals of good marketing are universal
- “core aspects” of the brand need to be protected and standardization; but, local influence is where customer engagement must happen
“Globalize those elements for which there is a resulting payoff in cost or impact and allow the other elements of brand equity to be customized to local markets.”
7. Take a leadership position
- consumers looking to brands lead change: social responsibility, environmentalism, corporate sustainability practices ....
- recognize both the social and economic value of brands
“Brands need better and socially broader measures of success. Corporate social responsibility should be about genuinely solving problems, not just about brand reputation management.” Interbrand (2008)
8. Include Canada in your brand; invest in CoO building
- include Canada in your brand story – invest in Made in Canada as a asset
- building our Country of Origin strength will yield long term returns at home and abroad
The environment is more favourable for brand innovation and development.
Scale and size are becoming obstacles rather than necessities.
Agility; innovativeness; speed of response; social responsibility and leadership; and consumer engagement now drive success.
The playing field is levelling.
It is time for Canadian brands to seek to “win the podium”. Our success in the Vancouver Olympics began with a change in attitude.
I believe we are beginning the process of producing a generation of Canadian marketers and entrepreneurs with the same drive for global branding gold.
Thank you for your time this morning! payoff in cost or impact and allow the other elements of brand equity to be customized to local markets.”