Why a brand DNA is so important in a brand strategy | Vincent Perriard | TEDxEcoleHôtelièreLausanne

good afternoon ladies and gentlemen so well I'm not a video I'm like I'm here in front of you to speak about a very serious talk and maybe some of you guys could be very you know like very you know surprised about talking about strategy right now and I'm gonna try to to make it very easy in fact because I think the strategy is a is a very important thing but there is one thing which is more important thing than then the strategy itself is to understand the DNA the true DNA of your company to understand what is the vision or in other words to explain in a few seconds what makes your brand so different all right so you can think about your brand think about your company think about you service your products any project that you have online offline and try now to see what I'm going to show you because I'm going to try to convince you about the importance of owning a true particular unique vision why that well yes because there are thousands of brands out there thousands of people trying to do the same trying to speak up to do more noise than you and it's a journal so what can you make to you know fight against those guys well in fact there is one way you can just forget about it it's the word fighting and I had you know I learned another word which is you know make competition irrelevance make a project create something that becomes so unique that you're not trying to fight against the other guys but you're just trying to be alone in your place when we did hyt with my team about four four five years ago we created a company based on mechanical watch you know like a true watch working with the best watch maker just to name one automata gay as a content and we decided to bring something completely crazy which is liquid guess what liquid is the enemy of of mechanical movement for 500 years there by creating a movements with liquid indication system creates such a surprise that everybody will be like amazed not to say something else about some you know like a new products a new innovation in in in in this very traditional world so we created something you need and we made competition irrelevance we created something that nobody can bring hyt broads liquid and mechanical movements all together in a watch in a watch case so in fact just by explaining hyt right now with this idea of creating a paradox between liquids and mechanic I'm just what I'm doing I'm trying to dis intellectualizing everything in fact great and powerful ideas are very simple they are very simple and you should be able to in fact give the message to somebody else always say the same story I always say that with hyt the great thing is that they will remember me when I speak about hyt because they will remember my face the fact I'm bald and I have like transparent glasses and I you know I with my team we created a watch which is combining liquids and mechanics and even my grandfather my grandmother she could explain it she could give the message to somebody else she would not say oh he created a watch he was she would say he created a watch based on liquid systems because she will use the word everybody can understand and will remember this so powerful ideas are ideas that you can explain in a few seconds so think about your company think about your project and try to explain it in five seconds you should be able to do so if you if your idea is powerful if your company is powerful okay so today I'm going to do it like a magician because I know exactly what you have in your brain that's going to be easy and I'm gonna use the same type of example that you have seen today when you see this sign here and this word I exactly know what you have in mind you're not having the strategy of Tesla you don't know it what you have in mind is you know like strong images and I know them you all think of electricity you all think about you know the dashboard you know they just reinvented this very boring dashboard that we all have in a car by having this like iPad thing where everybody understand that everybody recognized this and everybody everybody remember it and you all think about this gentleman we just thought about him about him just before there are simple IDs I call them the marketing shortcuts you think about one name one brand or one person one city and you have automatically images in front of you so when you create something you better understand what you want people to see as an image or as words think about Geneva well again I exactly know what you have in mind guess what you have this for sure you have this for sure and most probably you also have this so think about you know Paris think about the cities it's also a brand a city is a brand a person sometimes also behave as a brand you you know give messages and the city is exactly the same thing so in fact what I saying here is you know always simple idea remains always simple idea you know you can you can have great strategies but at the end of the day it's the strategy the the great idea the strong ally that remains in your brain I'm going to take an example of Starbucks and I will try to expect this is a great example this is the one I really love it we are in 1993 okay at that time Starbuck is really really a place he where you know you don't want to spend time okay so some of you guys here are very young so you didn't you didn't believe that this time but I was living in New York in 1993 and in 1993 I can tell you that Starbucks was a great network of coffee like restaurants but it was like like more like a McDonald's than gentler than just like a lounge or a restaurant starbuck at that time was this it was like a cup with very bad coffee black coffee that gives headache and that the assistant would take and bring it up in the in the floor second floor to share the coffee in the morning and the problem with with Starbucks is that they were like greats you know like a great traffic of people buying coffee in the morning but then they was completely empty during the day okay and even worse than that starbuck was this so it was really really bad you didn't want to spend like a minutes so you go you take the coffee and then you have a headache that was the problem so what happened in 1993 there is one guy who is the owner still the still the CEO of the company mr. Schultz and he brought all those great talented people great minds and he asked the question he said guys what can we do to improve the traffic what to improve the business how can we make the traffic more intense from 9:00 a.m. to noon and in the afternoon because it's too empty what can we do and of course you can imagine that the company is a big company already that time it's already 300 points of says in the u.s. its massive its massive but it's all about quantity it's not really about quality which is typical American to be honest with you and he asked the guys you know around the table great marketing people gates product management people and he says you know what can we do guys bring me some IDs give me some food and of course we hear well let's create a new ad campaign well for sure there is a great marketing person who has got great ideas and and will reinvent a new message there is one guy who said well the logo sucks you know we'd like to do something better and let's improve a little and there is the other guy who say well the packaging is maybe not so right so let's move and change the packaging and of course you don't seem to like this up to the point where the guy says well the coffee is not me he's not really good we should maybe change the coffee okay and there is one guy who is my former partner in Paris who is the Concertante he's the guy he's the French guy in in the room and he says in front of everybody in 1993 he said guys I think that you've got a problem because you don't really understand your DNA and everybody start to laugh it's like come on the DNA of Stuber coffee we are number one coffee maker in the US comma three hundred point of sales we are a coffee they say no no you're not coffee because it can't be how are you GNA something else is something that makes you apart something that brings your you know body unique you know so I think that's your DNA is in fact the source the beginning of coffee go back to Italy and coffee is all about sharing a moment with friends and then nobody understand what he says in fact Bruno my former partner give one sentence that will change the future of Starbucks for the next 20 years he says Starbuck is a place it's where of the people meets and instead of investing into products into packaging into new ad campaign into a new logo into whatever you want he just said one sentence that will change completely the vision the strategy of the of the company suddenly it becomes this suddenly it's a place suddenly it's a lounge it's it's a place where people meet and this becomes the place where all the young guys and I was again living in New York in 1995 where we all meet this is the beginning of Wi-Fi this is the where you get the music where you get you know a great atmosphere and you want to spend time and guess what starbuck change it completely at that time not only because of this but because the atmosphere and the whole company is transformed by one stupid sentence which is you know this big idea that changes everything so really change everything so I'm a guy from the watch industry so what about the watch industry well that's pretty simple I'm gonna give you a few examples of strong successful brands by the way success doesn't mean you know quantity doesn't mean that the brand is highly performing in term of Finance but success for me is like it's standing out it's different it's respected there is a great image behind that so the one idea only concept or principle works also for the watch industry and for many other industries in fact we share meal for those who are living in Switzerland they may know which are meal a niche company a niche brand yes however it became pretty strong today they claim for the last 16 years that's having a reach I mean on your wrist is like to have a f1 a Formula One on your wrists so they created a watch the movements everything detailed that when you have this watch on your wrist you have this impression that you have a Formula one on your wrist he kept this idea for the last 16 years who blow is the same art of fusion we all know the brand but when I say Breitling I'm sure that most probably what you have in mind you have yellow you have the pilot watch it's aviation for the last 20 or 30 years the idea of of brightening is simple understandable and you can give it to the next one you can explain to your grandmother yes writing is all about you know the pilot watch you will say it because it's a simple idea Omega while depending if they launch the new James Bond movie that will be James Bond watch nhy tease I said three seconds it's liquid and it's mechanic so you can continue like this and I just took one last example or this very powerful idea and this is brand I didn't work with a spy tech but I was there when he started the new company the new campaign sorry 1995 called the patrimony you never owned a Patek Phillipe but you give it for the next generation this idea was so powerful but it's not just an ad campaign it's not much more than that it's an idea that goes 360 well for the company look you have the watch you have the ad campaign here and you have this auction guy who says yes give valuation to vo to your watch in fact by telling the people that when you own a Patek you never own it very much but what you do is you have a watch that will you know you know gain value create value and you will give it to the next generation what they have done in 1995 they started to purchase back all watches during their auction sales to prove the market that in fact owning a Patek Phillipe gives you know that give valuation to your watch so it was not just an ad campaign it was an ad campaign but followed by a lot of different things including commercial move such as buying back all watches at the auctions houses so in fact strong brands succeed only because they have the three words distinctive credible and relevant promises so be different make competition and irrelevance you know don't do like the other guys be unique that's the question that you should ask you know are you you know can you explain or describe your company in just five seconds and be unique and powerful thank you very much

Channel: TEDx Talks

Views: 42,130

Rating: 4.8649154 out of 5

Keywords: TEDxTalks, English, Switzerland, Business, Behavior, Behavorial economics, Brand, Change, Communication, Marketing

Id: YJ0NikEqOiI

Length: 14min 20sec (860 seconds)

Published: Wed Nov 09 2016