Tien voorbeelden voor sterke merkgroei

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Anne Charbonneau van bureau Brandgym (Benelux and France), heeft tien goede voornemens voor merken op een rijtje gezet. Het bureau noemt hiertoe tien merken die als voorbeeld kunnen dienen. Van Apple en Absolut tot Nespresso en James Bond.


Voornemen 1: Stretch je merk, net zoals Apple
Een van de eerste voorbeelden was de iPod in 2005. Daarna volgden de iPhone en de iPad. Deze nieuwe producten laten zien dat Apple erin is geslaagd echt waarde toe te voegen aan een nieuwe markt, met gebruikersgemak en mooi design. De omzet van Apple is sinds 2005 met 370 procent gestegen.

Voornemen 2: Gebruik frisse consistentie zoals Absolut
Brandgym bedoelt hiermee dat dit merk al ruim 25 jaar een campagne heeft lopen met inmiddels 1.400 uitingen. Alle uitingen geven een frisse blik op hetzelfde thema en de typische fles. Volgens het bureau is dit een van de redenen dat Absolut het op twee na grootste merk is in de sterke dranken-categorie.

Voornemen 3: Brand je merk zo diep in je business als The Geek Squad doet
Klinkt een beetje krom, maar Brandgym bedoelt dat deze computerreparatiedienst (sinds 2007) in al zijn communicatie-uitingen precies uitdraagt wat ze zijn en doen, van de uniformen tot aan de bedrijfsauto’s. The Geek Squad groeide uit van één man tot een bedrijf met 15.000 medewerkers zonder daadwerkelijk te adverteren. Want advertenties zijn volgens oprichter Robert Stephens ‘belasting voor niet-interessante producten.’

Voornemen 4. Blaas je merk net zoals James Bond nieuw leven in
Brandgym vindt James Bond het beste voorbeeld van een opgefrist merk. Met acteur Daniel Craig in de hoofdrol is het merk weer up to date. De laatste drie Bond-films zijn de succesvolste in veertig jaar James Bondfilms.

Voornemen 5. Ga net als Innocent verder dan promotie alleen
De jaarlijkse brei-actie van dit sapjesmerk is een goede vorm van brand activation. Het stuwt de verkopen omhoog en helpt mee aan het bouwen van brand equity. Elk flesje met een gebreid mutsje brengt geld op voor het goede doel. Veel beter dan die, volgens Brandgym, saaie buy-one-get-one-free-acties.

Meer weten over branding? Bekijk onze gerelateerde merkopleidingen.


Voornemen 6. Laat net als Gillette je kern groeien
Gillette is de afgelopen tien jaar in staat geweest te blijven groeien in de markt, het heeft een marktaandeel van 85 procent. Dat lukte om consumenten steeds ertoe te bewegen duurdere scheermessen te gebruiken, een consistente communicatie met de ‘The Best a Man Can Get’-slogan en een nieuwe campagne waarin mannen worden aangemoedigd hun hele lichaam te scheren.

Voornemen 7. Creëer net als Nespresso nieuwe routes naar de consument toe
Nespresso verkoopt zijn koffiecupjes direct aan de zes miljoen consumenten die lid zijn van de Nespresso-club (website, winkels en callcenter). Het merk is inmiddels 2,5 miljard dollar waard en is de afgelopen negen jaar met dertig procent gegroeid. Nespresso heeft volgens Brandgym een strakke direct marketing en totale controle over het productassortiment, presentatie en nieuwe lanceringen.

Voornemen 8. Zorg ervoor dat je net als Timberland ‘brand social responsibility’ hebt
Maatschappelijk verantwoord ondernemen en het goede doel ‘ingebakken’ in een aantrekkelijk product, dat is brand social reponsibility en het werkt beter dan corporate social responsibility. Kijk maar naar Timberland: het heeft een laars in de collectie gemaakt van gerecycled materiaal en de laars is zo ontworpen dat het product op zijn beurt ook weer recyclebaar is. De marketing is niet al te zwaar aangezet, de advertentie vertelt de consument dat hij aan de natuur moet denken, anders pakt de natuur hem op een gegeven moment terug. In de schoenendoos staat bijvoorbeeld: Welke voetstap zul jij achterlaten?

Voornemen 9. Voeg via design waarde toe, net als Dyson
Toen Dyson een handdroger ontwikkelde, kwam het merk erachter dat die ‘airblade’ ook goed werkt als kamerventilator. En toen het merk er warmte aan toevoegde, ontstond er een kacheltje. Dus: een technologische insight resulteerde in het opnieuw uitvinden van handdrogers, ventilatoren en kachels. Dyson is nu één miljard waard en verkoopt zijn producten in 52 landen.

Voornemen 10. Leid net als Leahy (Tesco)
Onder de leiding van Terry Leahy is Tesco in veertien jaar tijd van 568 Britse winkels tot een internationale winkelketen met 5.000 winkels uitgegroeid. De kern van zijn leiderschap: zorgen dat je de empathie van de consument krijgt: bevind je in het leven van die consument.

Lees meer over branding of ga naar gerelateerde merkopleiding.


Auteur: Anne Charbonneau
NIBAA Institute

Dit is NIBAA Institute


NIBAA is een opleidingsinstituut gericht op brand management en merkstrategie en gevestigd te Utrecht. NIBAA leidt managers en executives op via diverse korte en langere merkopleidingen. NIBAA werkt met ervaren professionals, hoogleraren en vakdocenten.




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