What s new in Brands around the world Baltic

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What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim. van. melick@ogilvy. com

• Our founder David Ogilvy started his career in advertising, in New York, in the early forties • Already then he believed in building Brands • He believed in Big Ideas • He had vision • Today we have 450 offices around the world

“You cannot work for us if you do not understand Brands” Shelly Lararus Chairman Ogilvy Worldwide

Brands are built like bird’s nests with scraps and straws

You can only consider yourself successful if a Brand flourishes

Brands represent lasting value for companies, organizations, the government and people

Ranking _______ 1 2 3 4 5 6 7 8 9 10 Brand _____ Google Microsoft Coca Cola IBM Mc. Donalds Apple China Mobile General Electric Vodafone Malboro Brand Value change ($m) 2009__ 09 vs. 08_____ 100. 000 16% 67. 000 8% 67. 000 16% 66. 000 20% 66. 000 34% 63. 000 14% 61. 000 7% 59. 000 -16% 53. 000 45% 49. 000 33% *2009 Annual Brand. Z Research by Millward Brown Optimor

From an unknown Brand to love for a Brand Bonding: “This is my Brand” Advantage: “I buy this Brand” Performance: “I tried the Brand” Relevance: “It could be my Brand” Presence: “Yes, I have heard about the Brand” No Presence: “I don’t remember the Brand” Unknown Brand. Z model

So, Brands really matter But what’s new around the world in Branding?

Marketing communication without engagement of the consumer is just noise

The interruption model is dying a slow death

What I told you so far • • Understand Brands really matter Feelings and reputation Engaging, building relationships Brand performance New media in every plan Interruption model is dying

Some current problems with Brands? * • • • Consumers distrust many Brands Consumers want Brands to be more social relevant Brands are experienced differently country by country Brands must come to realities of the consumer 40% of consumers distrust financial services Brands *Mc. Kinsey. Quarterly worldwide survey