Interbrands: The future of Brands

Pretty interesting read on branding…Actually, I started reading it for my thesis, when the whole concept of brands and branding intrigued me and so decided to read the whole book.
The book is a synthesis of views from 25 different people about brands, its future and much more

Howard Schultz, CEO, Starbucks:

Brand has to feel like a friend.
“Trust with the customer, hope with your people and build a community”
Brand should emotionally interact with the customer everywhere -different channels

Starbucks was started in 1971 inSeattle.
In 1980, the American Coffee bar took off after Schultz’s experience of Expresso Bars in Italy.
-created a ‘third’ place away from home and work

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Karl Heinz Kalbfell, Global Head of brand and Product Strategy, BMW

Brand simply says “This is from me”
Its about wearing a lifestyle

Its important to strike a balance between innovation and consistency
Product placement:
People don’t need to think why they choose Nike or Cocoa Cola, they see people they admire choosing those brands and that makes it easier for them. “I want to be related to it”

We have variety of brands of packaged water. It won’t be long when we might have packaged air! self collected rain water to water the plants…the possibilities are endless.

BMW “the ultimate driving machine”
Itis known for its strong Corporate branding, manifested by consistency of all BMW International Offices and Showrooms.
The company began in 1916 as an aircraft manufacturer and the blue and white BMW badge originates from a stylised propeller.

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Will Hutton,Editor in Chief, “The Observer”

Great brands capture the idea of reputation.

Financial Times is successful as a brand because not just for high quality information, but because being a reader of ‘The Financial Times’ is a statement about oneself.

Branding can be used to liven up state initiatives- the charisma of the brand can break through the boredom or the lack of glamour in these endeavors.

Kellogs
In 1924, the company in British Isles introduced Corn Flakes to a suspicious public, now, its become part of everyday life and synonymous with health and vitality.
Logo -based on the signature of W.K.Kellog, the founder

Penguin:
First to publish paperback titles in 1935

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Mike Clasper, President of Global Home care and New BUsiness Development at Procter and Gamble, Europe

Future of the brands should be global- market the same way in North America and Europe.

People are more demanding, wiser and worried.

more demanding:
-expect more
-are time starved –>aesthetically appealing

wiser:
-environment conscious
-use a lot of comparison tools [thanks to the internet]

worried:
‘is something good for me?’

“Brands will need to win the battle for share of mind, not share of shelf”

Extend physical brands to services…
Xerox – “We provide copies not copy machines”

Brands with information:
chip that talks you through the basics, eliminating the need for a 50 page book.

Customization will become essential: Dell computers custom conigured.

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