Don’t Panic! Key Lessons from the World’s Boldest Brands
#3
Roel de Vries Global Head of Marketing & Brand Strategy Nissan Motor Corporation
BRANDINGMAG | DON’T PANIC!
A Brandingmag Publication
1
06.2017
brandingmag.com
Don’t Panic! is a monthly 1:1 interview series with a fearless leader to discuss the key growth challenges of their brand – and how they’ve tackled them head on.
We are an independent and global journal, narrating the discussion around branding with insightful sources of news and opinions from the industry. Our dedicated team of writers strives to keep readers informed and intrigued with unique work from brands across the globe, concentrating on fresh brand strategies, executions, identities, development, and overall evolution. And it’s not just us. We’re supported by a beloved group of renowned experts who collaborate and celebrate creativity by bringing their international expertise and experiences to our pages. Together, we propel a vision in which quality content is the value exchange. Together, we applaud the work of our peers, big and small. Together, we persevere with enthusiasm and curiosity, across both themes and borders. Together, we are Brandingmag. And we believe that the name speaks for itself. Flavia Barbat Editor-in-Chief flavia@brandingmagazine.com
Advertising / Media Kit Requests advertising@brandingmagazine.com General Info info@brandingmagazine.com Web www.brandingmag.com Facebook www.facebook.com/brandingmag Twitter www.twitter.com/brandingmag
Innovation that excites!
To keep it within the automotive language: Nissan has been putting the pedal to the metal lately – and is driving in the left lane, overtaking many of its competitors. As one of the fastest growing automotive brands, it is about to report record sales for 2017. That’s quite a ride for a brand in an increasingly competitive category. But Nissan’s success today stems for some bold moves it made over a decade ago, with lots of foresight into where mobility is going and the courage to follow that belief. Nissan anticipated key trends and placed some big, early bets: on new models, such as crossovers and SUVs, or its pioneering effort to launch the Leaf, the world’s best-selling fully electric vehicle. Nissan also defines its role in the world more broadly than just selling cars. It has long led the industry on a ‘path to zero’: zero emission and zero fatality. This stems from a strong belief that an automotive manufacturer has to add value to society, and has a responsibility and obligation to contribute to a cleaner, safer, and more enjoyable world. So: more than enough reasons to sit down with Roel de Vries, Nissan’s Global Head of Marketing and Brand Strategy, to find out how he is building a brand that wants to bring more innovation and excitement to everyone!
BRANDINGMAG | DON’T PANIC!
4
06.2017
Q1
What is the biggest growth challenge Nissan has faced recently?
From a marketing perspective, the world is going through a lot of change right now. It is in fact completely different than it was years ago!
It’s no longer acceptable to communicate with information that is not really relevant.
Consumers who are searching for a car have a lot of choice – more than ever before. They now expect only to receive information that truly matters to them in the process, when and where they want it. It’s no longer acceptable to communicate with information that is not really relevant. That is seen as noise or, even worse, an invasion – and they will ignore you.
,,
So we knew that if we didn’t utilize data analytics fast enough, we would really struggle to connect with our audience in meaningful ways. It’s a strong requirement from the consumer, a great opportunity for the marketer – but a big challenge to achieve it. That’s why we have invested heavily into digital transformation, data analytics, agile creative, and 1:1 marketing at scale.
BRANDINGMAG | DON’T PANIC!
5
06.2017
Q2
How do you think about the bold moves it takes to make Nissan more competitive?
I don’t believe in changing direction a lot, or doing it abruptly. To me it is more about setting a path you really believe in and then pursuing it consistently.
Don’t start too many things – do fewer, bigger, better things!
,,
Don’t get me wrong, though. It is absolutely necessary to push the boundaries and to always challenge yourself. That creates movement and makes sure you never feel like you’re in a safe spot. But don’t create disruption for disruption’s sake. Don’t start too many things – do fewer, bigger, better things!
BRANDINGMAG | DON’T PANIC!
6
06.2017
Q3
Think 10 years ahead – what is the biggest, most exciting opportunity that will require yet another bold move from Nissan?
There is a lot of talk about fully self-driving cars. And while there is a market for that, especially in commercial applications, we won’t be driving around in an ugly bubble with no steering wheel! We don’t think that’s what people want.
We won’t be driving around in an ugly bubble with no steering wheel. A car is too much of an emotional purchase.
,,
We believe cars will be even more exciting than they are today. And the integration of technology will transform the way a car interacts and connects with the rest of our lives – from browsing the internet, to scheduling our day, all the way to directing our dishwasher. Our vehicle will become a true partner to us. We feel we’re uniquely positioned to deliver this, at scale, to our customers. So I see exciting times ahead for our business.
BRANDINGMAG | DON’T PANIC!
7
06.2017
Q4
What operational changes did you have to make to ensure the marketing organization keeps up with the pace of change that’s required to win these days?
I think we have really opened ourselves up to new ways of working, with existing and also new partners. Take agency collaboration, for example. We have created ‘Nissan United,’ a fully integrated set of different agencies who combine all marketing capabilities – from digital, to advertising, media buying, PR, and brand strategy. We’re collaborating with startups. We’re working closely with the likes of Google or Facebook to accelerate digital transformation and 1:1 communication.
It’s very much about making sure we move as fast as the world does and are open to learning as we go.
,,
All this has allowed us to to crystallize our brand. We now have a more consistent identity and a more exciting and engaging brand experience – across the globe. So it’s very much about making sure we move as fast as the world does and are open to learning as we go. I believe that has been – and continues to be – absolutely critical to Nissan’s success.
BRANDINGMAG | DON’T PANIC!
8
06.2017
Q5
What’s your most important advice to other marketers facing a critical growth challenge?
Despite all the change that is happening around you, never forget the fundaments of marketing have not changed!
Keep in mind that you are never as smart as you think, and never as good as you hope.
For example, you must have a very good understanding of what people want – and match that with what your brand is good at.
,,
Immerse yourself into trends, but don’t let them define your brand. It really is about the right balance between following your own path and consulting the outside world to make sure you stay relevant and desirable.
BRANDINGMAG | DON’T PANIC!
9
06.2017
Roel de Vries
Dominik Prinz
As Corporate Vice President, Global Head of Marketing, and Brand Strategy, Roel is focused on further strengthening Nissan’s brand value.
Dominik is a regular contributor to brandingmagazine.com. He is also a Partner at boutique management consultancy cg42 in NYC and leads the expansion of the firm’s customer experience and innovation practice. Dominik was previously Interbrand’s Head of Strategy and is a widely recognized thought leader on the integration of business, brand and purpose.
Born and raised in the Netherlands, Roel always wanted to work in the automotive industry, inspired by a belief that purchasing a car is one of the most emotive investments a person will ever make in their lives. He first joined Nissan in 1994 at the European head-office in Amsterdam, having qualified with a Bachelor Degree in Industrial Engineering from Hogeschool Eindhoven, and a Masters Degree in Business Administration from the University of Groningen.
dprinz@cg42.com
Then in 1998, Roel took a role based in South Africa responsible for marketing. Following his time in South Africa, Roel worked in a number of global roles before being appointed to his current role as Corporate Vice President, Global Head of Marketing and Brand Strategy in November 2010.
BRANDINGMAG | DON’T PANIC!
10
06.2017
Read this and future issues with the Brandingmag iPad App
BRANDINGMAG | DON’T PANIC!
11
06.2017
DISCLAIMER
Š 2017 Brandingmag. Some Rights Reserved No part of this publication may be used or reproduced in any manner without written permission from the publisher, except in the context of reviews. Brandingmag accepts no liability for any unsolicited material whatsoever. Opinions contained in the editorial content are those of the contributors and not necessarily those of the publisher of Brandingmag. Despite careful control Brandingmag accepts no liability for the content of external links. All images contained in this book are copyrighted property of their respective owners.
www.brandingmag.com