Michael
Dunn
CHAIRMAN
& CEO
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The Power of Branding презентация
Содержание
- 1. The Power of Branding
- 2. Why am I here?
- 3. When I say BRANDING and HEDGE
- 4. Brand is the sum of all information
- 5. Brand is not advertising
- 6. Brand is the cohesive story of
- 7. Brand is rational and emotional
- 8. Having a brand matters to your
- 9. Trust /trəst/ Noun
- 10. Brand as a demand driver
- 11. How can a strong BRAND HELP your business? Poll:
- 12. Strong brands generate greater demand
- 13. Funds at any stage, are chasing demand
- 14. Brand is the conduit between trust and
- 15. Brands tell a compelling story about a
- 16. BECOMING THE UNCARRIER...
- 17. Building a strong brand
- 18. What company has the STRONGEST brand? Poll:
- 19. We believe strong brands are relentlessly relevant…
- 20. Customer Obsessed
- 21. First, having the discipline to stay
- 22. hgal Second, continually practicing pervasive innovation. This
- 23. Third, being ruthlessly pragmatic in how the
- 24. But all this has to be
- 25. MAKING ROOM ON THE STRIP...
- 26. Brand as a strategic tool
- 27. What is the biggest CHALLENGE you face? Poll:
- 28. Brand can be the tool that unlocks
- 29. Human vs. Machine The challenge: Defining
- 30. Transparency vs. Mystery The challenge: Telling the right story
- 31. Differentiated vs. Dependable The challenge: Defining your white-space without introducing outsized risk
- 32. Thank You Michael Dunn
Why am
I here?
Слайд 1UBS Prime Brokerage Conference
April 24, 2015
The Power
of Branding
Слайд 3When I say BRANDING and HEDGE FUND in the same sentence,
what are your first impressions?
Poll:
Слайд 4Brand is the sum of all information about a product, service,
or company that is conveyed through communications and experience…
…creating an associative and
emotional relationship between
that entity and its stakeholders
Слайд 5Brand is
not advertising
Logo
Advertising
Brand
Sponsorships
Public Relations
Marketing
Naming
Product
Слайд 6Brand is the cohesive story of the smart decisions you make
to maximize
value for stakeholders
Strategy
Track record
Brand
Vision
Philosophy
Personality
Values
Reputation
+
+
+
+
+
+
Слайд 7Brand is rational
and emotional
“Brand can drive future sales growth, pricing
power and profit margins - strong brand translates into solid future EPS growth
“I’ve always
just been
a Nike person”
“Brand is an intangible asset, but it does have value and can be measured even though it’s not on the balance sheet”
“I would rather feel bad in Maine then good anywhere else in the world”
“Wherever you go, there are three icons that everyone knows: Jesus Christ, Pele and Coca-Cola”
“Companies that have a brand, and are able to monetize that brand, are tremendously profitable”
RATIONAL
EMOTIONAL
Слайд 8
Having a brand matters to your firm because you need to
be trusted
It is hard to sell trust directly;
your brand can be that container to build the components of trust
Слайд 9Trust /trəst/ Noun Firm belief in the capability, reliability, and truth in someone or something Synonyms:
confidence, belief, faith, certainty, assurance, conviction, credence, reliance
Слайд 12Strong brands generate greater demand
Share
Price
Δ share
Δ $
Unbranded
curve
Branded
curve
In 2011,
35% of U.S. consumers polled said they would pre-order the iPhone 5…
sight and price unseen
sight and price unseen
BRAND EQUITY
MODEL
OUTCOME
Слайд 13Funds at any stage, are chasing demand so they can execute
their strategy
Growing
Proven
Established
Size (AUM) < $500M
Strategic priority:
Sourcing investors
FUND STAGE
Size (AUM) $500M - $1B
Strategic priority:
Closing funds to
new investors
DEMAND
TRUST
Size (AUM) > $1B
Strategic priority:
Seeding additional funds
Слайд 14Brand is the conduit between trust and demand for funds at
any stage
Growing
Proven
Established
Size (AUM) < $500M
Strategic priority:
Sourcing investors
FUND STAGE
Size (AUM) $500M - $1B
Strategic priority:
Closing funds to
new investors
DEMAND
TRUST
Size (AUM) > $1B
Strategic priority:
Seeding additional funds
Слайд 15Brands tell a compelling story about a fund’s capabilities, reliability, and
truth
Proving track
record of success
Reaffirming
reliability
Expanding influence through thought leadership
Communicating
truth
Establishing credibility through pedigree and
unique philosophy
Defining
capabilities
STRATEGIC
PRIORITY
ROLE OF
THE BRAND
DEMAND
DRIVING
OUTCOME
Closing funds to
new investors
Seeding
additional funds
Sourcing
investors
Слайд 20
Customer Obsessed
Pervasive Innovation
Ruthlessly Pragmatic
Distinctively Inspired
…and depend on four primary objectives
Слайд 21
First, having the discipline to stay customer obsessed like none other
in their category. This doesn’t mean simply conducting research. It means tirelessly working to creatively uncover breakthrough insights that give rise to fresh, new ideas for how, where, and when to engage and win with customers.
Customer Obsessed
Слайд 22hgal
Second, continually practicing pervasive innovation. This is a philosophy of being
nimble and responsive in creating opportunities for authentic engagement, and of delighting customers at every turn. Whether it is with new offerings, content, channels, experiences, or business models, brands that constantly give customers fresh, novel, better ways to interact and engage will win.
Pervasive Innovation
Слайд 23
Third, being ruthlessly pragmatic in how the brand can support the business
strategy, and how it is brought to life in practice. This requires clear alignment around the brand’s role in driving business growth and a practical approach to ensure new proof points to activate the brand positioning.
Ruthlessly Pragmatic
Слайд 24
But all this has to be built on the brand being
distinctively inspired in its promise and ambition. The brand has to be supported and pushed by employees’ energy and talent –
they need to feel that they own it.
Distinctively Inspired
Слайд 28Brand can be the tool that unlocks the opportunity that lies
in the tensions you face
Transparency
vs.
Mystery
Differentiated
vs.
Dependable
Human
vs.
Machine
Слайд 29
Human
vs. Machine
The challenge:
Defining the right balance of relationship-anchored expertise and technicals
to appeal to your target investor
Слайд 31
Differentiated
vs. Dependable
The challenge:
Defining your white-space without introducing outsized risk
