Global Insights Magazine Issue 14 - Edited by SanderWerbung 2013
Inside this issue
e3 insights
Building brand authenticity habits
Ideas for Duisburg
400 years of company history
Corporate storytelling & workshop
Michael Beverland
Julian Stubbs
Carlo Einarsson
Raf Stevens
Foreword Holding the first E3 Global Marketing Conference in Duisburg turned out to be a great success, because we found a topic that was well suited for further elaboration about the power of origin: namely, the city of Duisburg itself. As a big city that has asserted itself despite rather enormous economic problems, Duisburg was predestined for a meeting like this. The concepts and solutions developed during the meeting directly benefited local enterprises, such as the world-famous producer of soft drinks, Sinalco, which agreed to become a live case study during the workshop on brand storytelling. Besides this, we are proud that we were able bring in four international marketing experts to develop concrete solutions with the audience and that we could attract so many international guests from Australia, USA, United Kingdom, France, Spain, Belgium, Switzerland, Czech Republic, Israel, Germany and Austria, to this topic.
Marco Pfotenhauer SanderWerbung GmbH
About GMC
At the roots of german industry – the 1st E3 Conference 2013 “Think global, act local” is a claim that marketers and companies know well – however, this view is not up-to-date anymore. Today global efforts and cooperation, as well as a company’s cultural competence, gain more and more importance. Nevertheless, the first E3 conference with the theme “The power of origin” showed how a company’s roots can contribute considerably to its success as it is one important factor to set itself apart from the competition. With Duisburg, and especially the Landschaftspark as venue of this congress, the organizers found a place that is to some degree exemplary for the topic of the event, because the Landschaftspark is a place where “you really reside at the roots of the German industry,” as Michael Meier, president of the E3 Agency Network, said. In addition, Duisburg is a city which has asserted itself, in spite of having experienced economically hard periods in the past, such as decline of industry
and high unemployment. With its position near the Rhine and the Ruhr, the city connects the whole region and therefore offers an ideal location for business enterprises to establish a logistical presence. Duisburg’s port, which is considered to be the biggest inland port in Europe, offers further locational advantages. Traditional industries such as manufacturing and steel production, are still important for Duisburg but the city has the potential to become an important location in new industries, such as IT, environment, energy or microtechnology.
E3 Network started as an idea among a group of agencies in Belgium, Denmark, Germany, England and Switzerland. Today the association which was founded in 1978 unites more than 30 partner agencies in 24 countries in Europe, North America and Asia. The network aims to improve the international cooperation and exchange of knowledge between marketing experts all over the world, enabling their clients to compete more effectively on a global market. E3 Network was named for the European highway E3 that once connected Stockholm to Lisbon before the numbers were reassigned.
BUILDING
BRAND
authenticity HABITS Marketing professor and advertising researcher Dr. Michael Beverland from the University of Bath in England presented his ideas based on seven guiding principles, about how marketers can create brands that reflect the desired identity or authentic self of the consumer. He showed how some brands fail, because they are no longer authentic to people.
Consumers know what’s fake or not Consumers and their expectations for brands have changed today. They have become more articulate, critical, skeptical and often even discontent with the information brands offer to them. People intuitively know what’s fake or not, regardless of what advertisers say. Moreover they want to feel enthusiastic about the products they buy and desire real, true and genuine brands that let them feel validated, understood and connected. Beverland’s studies reveal: The more authentic a brand is, the more people will be willing to support it by word of mouth and keep the brand’s story going.
But what is brand authenticity? “Authenticity is not being very hipster and very cool or overclaiming either,” Beverland says. Authenticity is what companies show to people, it is where they come from, their stories and not what they claim to be. In fact, people imbue brands with their own meaning which may be the opposite of what marketers intended. Therefore it’s no longer important which meaning marketers give a brand. Brand authenticity is more about what customers perceive to be real than what a brand claims to be. Nowadays successful brands, Beverland states, seek to constantly improve their products, offering great service or engaging audiences in other ways than just investing in advertising. Often they are painting themselves as everlasting underdogs, fighting against the commutability and standardization of modern products and life as a whole. That’s why Beverland advises brands not to revel in their expertise and stop playing it safe. The future challenge will be to help others tell stories and imbue their brands with meaning.
Qualifications: • PhD (Business and Management, University of South Australia) • MCom (Hons. Management Studies, University of Auckland) • DipCom (International Business, University of Auckland) • BCom (University of Auckland) Research Projects and Funding: • Sharing values and the co-creation of brands: Towards a new consumer driven branding program, with Pascale Quester, Francis Farrelly and Steve Kates • Fan Loyalty: Rediscovering Loyalty, with Francis Farrelly and Pascale Quester • Effects of experiential retail strategies on store patronage and consumer purchase behavior, with Harmen Oppewal and Stella Minahan • Exploring Consumers’ Switching and Loyalty Behaviours: Brand Relationship Dynamics with Mark Uncles and Steve Kates
Michael Beverland • Professor of Marketing at University of Bath, United Kingdom • Affiliated Research Centre: Centre for Research in Advertising and Consumption (CRiAC) • Key Research Interests: Authenticity, Branding, Consumer Culture, Design, Innovation, Sustainability
IDEAS FOR DUISBURG An international business location From Julian Stubbs, an internationally recognized expert on place branding who positioned Stockholm as the “Capital of Scandinavia,” the audience learned about destination marketing. On the example of famous cities like Barcelona, Liverpool or New York which weren’t that famous from their beginning, he explained what it takes to make a city a “brand”. “Everyone of us has something in mind, thinking about these cities, because each of them stands for something,” he stated. And that exactly describes the challenge for every city, which wants to attract more people. It’s all about positioning!
Therefore he invited the audience to create concepts for Duisburg, taking into account factors such as infrastructure, culture and business. The collected proposals and their possible implementation were intended to contribute towards strengthening Duisburg’s reputation as an international business location. Stubbs, founder of the world’s first global cloud-based agency, UP THERE, EVERYWHERE, has many years of experience in planning brand strategies and has developed image concepts for cities such as Stockholm, Oslo and Sigtuna, as well as the Stockholm Arlanda Airport and Airport City.
Julian Stubbs • Brand Strategist and Writer, UP There, Everywhere, Sigtuna/Stockholm, Sweden • Headed the team that worked with Technicolor, the Hollywood movie company, where he helped develop a completely new visual identity for this world-famous brand • Worked with the Nobel Peace Prize Concert, which involved both the development of a new identity as well as digital and social media work • Co-Founder of UP There, Everywhere, the global brand and communications group, which today has over 130 people and is already represented in seven countries and nineteen cities world-wide • Was the founding partner and CEO of Dowell Stubbs – a Stockholm-based international brand communications agency
Brand development and architecture Corporate Identity & Communications Industry Destination Marketing Healthcare & Life Science International Corporations
400
years of company history Carlo Einarsson • Director Marketing Communications at Iggesund Paperboard AB, Hudiksvall, Sweden • External and internal communication activities including branding and identity, marketing information, web strategy and development, sustainability and public relations Experience in the past • Business Area Director ROW at Iggesund Paperboard AB • President at Iggesund Paperboard Asia (HK) Limited • President at Iggesund Paperboard Asia Pte Ltd • Regional Director Asia Pacific at Iggesund Paperboard Asia Pacific • Gold for the Black Box Project by Iggesund Paperboard at the prestigious BoB “Best of Business-to-Business” Communication Award
Carlo Einarsson, Marketing Director of the Swedish paper manufacturer Iggesund Paperboard AB, took the audience through 400 years of company history. To continuously succeed in business, the company had to be creative over time. In their daily business, they focus on packaging luxury goods of their consumers not on mass production. Their products are individual offers, which are especially created for their customers. The Black Box Project
The results of the project were presented at many international events and made a simple paperboard interesting for many people who would not have noticed it otherwise.
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Einarsson’s extensive experience in consumer luxury goods packaging, marketing, branding and communications strategies, and his knowledge of sustainability matters, have made him an appreciated speaker and moderator at several international events.
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In looking for a new way to market their products and engage their audiences, the company developed the Black Box Project. The goal of the project was to draw attention to the unique uses for their cardboard product, Invercote, by engaging package designers and graphics experts in a design showcase. The goal was to get these audiences, as well as marketing executives, to look at cardboard in a new way.
The idea behind the Black Box Project was to give designers a tool with which they could express their creativity however they wished. The Black Box was the stage on which designers could bring their ideas to life. Allowing for unlimited creativity, the only requirements for the project were to highlight the product’s the unique characteristics and the size of the box created.
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= Strong brand
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design
x emotion
How
brand stories
stick ... Belgium’s corporate storyteller What is storytelling and how can it help enterprises to enhance their credibility and success? This question was answered by Raf Stevens at the E3 congress. He showed how companies can use the natural power of stories to bring change and helped the audience to uncover, narrate, and propagate their own brand stories.
You are your story Each person’s story is distinctive and therefore authentic. Moreover it includes not only your successes, but also your setbacks. “My successes and setbacks have made me who I am today,” Stevens says. “And that is no different for organizations or brands.” The author of “No story, no fans” is convinced that there’s nothing more powerful to penetrate the heart of your audience and therefore to gain trust, than true stories.
His personal experience in this area led him to become a professional storyteller. Stevens experienced himself what recent studies revealed. People want to be involved. They want brands to tell stories rather than only regarding them as consumers to which they can sell products. Next to pricing, product attributes or proof points, the most important criteria for customers is to know about a brand’s history, its background stories or quirky details. “But telling stories should not be confused with telling the untruth,” Stevens states. “Everybody’s vulnerable to some point, relinquishing one’s secrets, but only the truth will work.” After his speech, he guided the audience through the workshop “myths and legends,” analyzing the company Sinalco, a 100-year-old German soft drink brand to develop the approach for a corporate story. As a result, real solutions for the Duisburg-based brand were found.
Design
Brand
Emotion
Client Product
Raf Stevens • Brand Strategist & Storytelling Expert at Corporate Storyteller Agency • Managing Director of Corporatestoryteller.be • First corporate storyteller of Belgium • Worked as a marketing advisor and consultant for major organizations like: Janssen Pharma- ceutica, Swift, Montea, Manpower Professional • Is member of the speakers office “Read My Lips” Experience in the past • Guest Professor at Arteveldehogeschool Gent & Lessius Mechelen • Strategy Director & Business Development at The Crew Communication Partnership & Business Development Manager at Belgian Post Group • Marketing & Communication Manager at Wolters Kluwer Belgium • Communication Manager at Thomson CompuMark • Conference Producer at Institute for International Research (IIR)
Empathy
Origin Goal Story
Theme Truth Hero
Plot Archetype Status Quo
Adsmith / China Advertigo / Romania Aloft Group / USA Ansel & Möllers / Germany Audacity / USA Base One / UK BBC / Belgium BB&B / France Bernstein / Germany BMLab / Russia C&COM Advertising / Czech Republic Café Design / Hungary D. A. G. Communication / Italy Epoka / Poland Igriega / Spain Maitri Advertising Works / India Media Consulting / Portugal Oz Branding / Israel Preferendum / France Quarry / Canada Rainfall / Romania Recommended / Finland Recommended / Sweden S’P’S Marketing / Austria SanderWerbung / Germany Schindler Parent / Germany TANGRAM / Liechtenstein TANGRAM / Switzerland Truly Deeply / Australia
E3 Network
Van Heertum Design / Netherlands
E3 network
The power of origin
SanderWerbung
The E3 Agency Network is a closely integrated coalition
The first E3 Global Marketing Conference offered
This issue of E3 Global Insight Magazine
of independent brand strategy and marketing communi-
a great opportunity for Duisburg and the whole
was edited by SanderWerbung. For more
cations firms from around the world. With access to this
region. International marketers brought their ex-
information, please contact:
wide pool of talent, E3 agencies give clients a real chance
pertise and their creative ideas to develop realistic
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out how the E3 perspective can help you.
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