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World Newspaper Congress 11: Session Branding, Jeff Shafer
Jeff Shafer discussed building Lenovo's brand for the next generation. He emphasized the need to create a "power brand" by focusing on the audience of 16-35 year olds, highlighting Lenovo's unique company attributes, and showcasing innovative products. Shafer outlined aligning the brand across all customer touch points from advertising to retail displays to create a balanced brand that stands out.
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World Newspaper Congress 11: Session Branding, Jeff Shafer
- 1. 63rd WORLD NEWSPAPERCONGRESS Session: Branding Title: Building a Next Generation Speaker: Jeff Shafer Mark your calendar 64th WORLD NEWSPAPER CONGRESS 19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
- 2. Building a NextGeneration Global Brand Jeff Shafer VP, Global Corporate Communications
- 5. Lenovo is… A $21B technology company with 27,000 people in 100+ countries and customers in 160+ countries. 4© 2011 Lenovo Confidential. All rights reserved.
- 6. We Make PCs,Tablets, etc… “Sleekly “This designed, beautifully “A product thoughtful ThinkPad constructed” strategy focused is on game- a near-perfect machine.” IdeaPad changing plays.” U260 5© 2011 Lenovo Confidential. All rights reserved.
- 7. Our unique heritage… 6© 2011 Lenovo Confidential. All rights reserved.
- 8. How big arewe? As big as… Bigger than… Based on FY 2010-11 Revenue 7 © 2011 Lenovo Confidential. All rights reserved.
- 9. But the businessis ahead of the brand US GERMANY JAPAN RUSSIA INDIA BRAZIL MEXICO 1 59% 42% 34% 54% 57% 53% 70% 2 55% 39% 28% 45% 57% 50% 47% 3 51% 38% 24% 33% 33% 35% 38% 4 27% 31% 22% 28% 29% 33% 38% 5 Toshiba 27%HP 29%Apple 18%Sony 27%Acer 27%Positivo 24%Apple 32% 6 Acer 25%Samsung 27%Toshiba 14%Apple 24%HCL 24%Acer 22%Acer 31% 7 Asus 12%Asus 25%HP 9%Toshiba 18%Compaq 19%LG 18%Compaq 24% 8 Compaq 7%Toshiba 15% 8% 13%Apple 17%Toshiba 15% 12% 9 7%Medion 12% Dell 12%Samsung 14% 12%Samsung 9% 10 8% LG 3% Samsung 12%LG 8% 8© 2011 Lenovo Confidential. All rights reserved.
- 10. “...a change inforces powering global technology.” −Financial Times More competitors, new competitors Convergence and new technologies transforming the industry Customers and enterprises have more choices 9© 2011 Lenovo Confidential. All rights reserved.
- 11. We must builda POWER BRAND 10© 2011 Lenovo Confidential. All rights reserved.
- 12. Three Principles ofa Power Brand 11© 2011 Lenovo Confidential. All rights reserved.
- 13. How do youstart? POWER Audience BRANDS Products Company 12© 2011 Lenovo Confidential. All rights reserved.
- 14. Looking at theAudience: The “Net Generation” • 16 to 35-year-olds • Defining global consumer culture • A growing force in the world economy • The new ‘scrutinizers’; used to being marketed to • It’s where the money is • Tomorrow’s workforce • The “Arbiters of Cool” 13© 2011 Lenovo Confidential. All rights reserved. Creative, Optimistic >
- 15. Look at ourCompany. Highly networked, polycentric & diverse Uniquely flexible Redefining “global” “A next generation global enterprise…” 14© 2011 Lenovo Confidential. All rights reserved.
- 16. Look at ourProducts “Sleekly “This designed, beautifully “A product thoughtful constructed” strategy focused ThinkPad is on game- a near-perfect machine.” IdeaPad changing plays.” U260 15© 2011 Lenovo Confidential. All rights reserved.
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- 18. © 2011 LenovoConfidential. All rights reserved.
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- 24. ADVERTISING PACKAGING & EXPERIENCE CORPORATE ID LENOVO SALES PEOPLE RETAIL START-UP SCREEN SERVICE WEB DATA SHEETS EVENTS PRODUCT DESIGN / FEATURES PUBLIC RELATIONS EMPLOYEE HIRING
- 25. In summary…. Power brands: Balance, simplify, WOW Customer, company & product intersection Align brand around all “touch points” Dare to look and be different 24© 2011 Lenovo Confidential. All rights reserved.