accepted consumer beliefs, 208
actionable map, developing an, 75–76
addressing consumer problems, 208
Adidas,
lean development process of, 67–69
mega-city strategies of, 141
adjusting your aversion to risk, 240
Airbnb, forecasted growth of, 169
ambassadors, brand,
co-creation and finding, 64
for Beats by Dre, 130
America, Coca-Cola in, 2
American coffee culture, 26
American Dairy Association negative slogan translation, 154
amplifying brand associations, 113
analogue thinking, 245
analysis, merging intuition with, 238–241
analysis and intuition, merging, 4
Apple,
augmented reality and, 186
Apple
and systems thinking, 246
Apple ID, purchasing behavior and, 39–40
artificial intelligence, 195–198
Asia,
coffee industry in, 29
developing markets in, 17
Häagen-Dazs and developing markets in, 26
associations,
amplifying, 113
building brand, 79
categories of, 110
dampening, 113
Domino's Korea, 91
L'Oreal India, 101
Levi's Japan brand, 86
Minute Maid China, 98
sharpening brand, 79
associations
and strengthening your positioning, 106
assumptions, putting aside your own, 36
assumptions and your home market, 14
attributes
and the brand adaptation framework, 163
of competitors, identifying, 12
that influence purchase intent, identifying, 162
audience, your brand story and a target, 206
audits, conducting small-scale store, 47
base volume estimate, 48
beliefs, putting aside your own, 36
belVita breakfast biscuit, launch of, 42
Bezos, Jeff, 244
Blue Bottle Coffee Company, brand positioning of, 213
brand adaptation framework, attributes and, 163
Branded Product Value Chain, 19–20
disruptive platforms and the, 170
Braniff International slogan translation, 153
breakfast cereal market in China, 9–11
breakfast cereal packaging, assumptions of, 135–137
breaking through the noise with a brand story, 218
Buddhism, 242
Buick China, value advantage of, 21–23
building a differentiated brand, 14
Burt's Bees brand story, 220–221
business, disruption in, 168
Butterfly iQ, artificial intelligence and, 196–197
buying behavior of urban consumers, 16
c-store chains in Japan, 176–177
Calpis brand name adaptation, 154–155
can designs of Coca-Cola, 2
category lifecycle, 15
celebrity effect on brands, 147–149
China,
breakfast cereal market in, 9–11
Häagen-Dazs value advantage in, 26
Kellogg's mistakes in, 9
Minute Maid launch in, 168
Chinese cities, distribution in, 16
Chinese coffee culture, 26
Chinese Millennials and Victoria's Secret, 134
Clairol curling iron, negative translation of, 153
CLIF Bar brand story, 222
Clinique, ritual of 3-step skincare for, 230–231
co-creation, Kerry Group and, 64
co-creation sessions, DHL and, 61–62
co-creation step of the lean approach, 60
Coca-Cola,
can designs of, 2
taste differences of, 2
younger consumers and, 124–125
Coca-Cola Freestyle platform, 171–172
Coca-Cola Germany, CRM system and, 183–184
Coca-Cola negative brand name translation, 153
Coca-Cola social media, 235–236
celebrity endorsers of, 124–125
codes, semiotic, 124
coffee culture, American and Chinese, 26
coffee industry in Asia, 29
Colgate negative brand name translation, 153
communication,
communication in sound bites, brand, 224
community-gathering spaces, Apple, 40
company structure of your competition, 37
compelling brand positioning, crafting a, 73–79
competition,
brand strategy of your, 37
Chinese consumers and segmenting the, 94
company structure of your, 37
India shampoo market, 100
response to, 38
segmenting the China market, 104
South Korea pizza sales and segmenting the, 88–89
target market views of your, 79
Competitive Blueprint Framework, 49
competitive environment, identifying your, 14
competitor mistakes, learning from, 12
competitors, identifying attributes of, 12
conducting intercept interviews, 38–39
consumer
brand preferences, 113
perceptions, 208
problems, 208
purchasing power, 14
validation and the stage-gate approach, 58
consumers,
becoming relevant to, 234
buying behavior of urban, 16
Coca-Cola and younger, 124–125
discovering the motivation of, 69
Internet access and emerging, 16
middle-class, 17
personality styles of, 140
word of mouth and, 126
consumers
and augmented reality, 186
in developing countries, 17
continuous learning, personalized system for, 239
Converse and augmented reality, 186
Coors negative slogan translation, 153
Corona Extra, brand ritual of, 233–234
country of origin, see COO
country personality, 141
Coway brand image in Korea, 149
crafting a compelling brand positioning, 73–79
creating a brand story, 236
creative process, merged, 238
creative solutions, identifying, 240–241
creativity, the importance of, 240
innovative thinking and, 247
critical objectives of a brand story,
CRM,
Apple's, 40
CRM platforms, 180
CRM system, Coca-Cola Germany and, 183–184
Cropin and McCain Foods, 175
cross-functional network of experts,
establishing a, 239
Customer Relationship Management, see CRM
da Vinci, Leonardo, 243
dampening brand associations, 113
Danone digital toolkit, 234–235
data, syndicated, 38
DaVinci Gourmet
and Kerry Group, 63
decision-making process of consumers, word of mouth and the, 126
decline stage of the category lifecycle, 18
deconstructing your growth potential, 48
demand, Internet access and changing, 16
demographic changes, taking advantage of, 33
demographics, your target, 14
denim market in Japan, 83
desk research, 38
Dettol China, word of mouth campaign of, 126
Deutsche Post Group, see DHL
developed markets, breakfast cereal packaging and, 137
developing countries, consumers in, 17
developing economies, growth of, 54
developing market, building a new brand in a, 169
developing markets, 3-D printing and, 198
developing markets in Asia, 17
DHL co-creation sessions, 61–62
Diageo Global Travel, 137
differentiated brand, building a, 14
digital brochures, 38
discovery step of the lean approach, 60
disruption in business, 168
disruptive
platforms and the branded product value chain, 170
disruptive technology,
leveraging, 168
distribution in Chinese cities, 16
distributor information, obtaining, 46
Domino's
Dyson
and analogue thinking, 245
and delivering on promises, 216
East-West Seed, smartphone usage and, 172–173
economies,
growth of developing, 54
growth of emerging, 54
educating customers, Apple and, 40
Electrolux negative slogan translation, 153
emerging cities, paying attention to, 15–16
emerging consumers, Internet access and, 16
emerging economies,
growth of, 54
Internet usage and, 16
emerging market, building a new brand in an, 169
emerging technologies, identifying, 201
emotional needs, identifying, 73–74
empathetic thinking, 245
UberEATS and, 245
end-users,
collecting information from, 181
estimating the number of, 45
seeing the, 181
selling to, 181
sending information about new product launches to, 182
servicing, 181
speaking to, 181
visibility of, 201
end-user interaction, observing, 39
end-users and limited-time-offers, 182
entering new markets with branded offerings, 15
environment, identifying your competitive, 14
environment and brand positioning, 4
Eon Reality, virtual reality and, 194
equity and product performance, brand, 112
established brands, 8
ethnographic research style, 144–145
Euromonitor reports, 38
evaluation process of value propositions, 110–120
everyday occasions, purchasing products for, 139–140
existing brands, your entry into the market and, 12
existing brands and the return on investment, 169
failure of new products, innovation and, 240
fair share approach, 47
Fairlife and delivering on promises, 216–217
fast-moving consumer goods, failure of, 58
faster, learning to go, 240–242
financial efficiencies, creating, 28
First Kitchen, Japan and, 128–129
five stages of the category lifecycle, 18–19
Folgers in Asia, 29
Ford negative brand translation, 153
foreign brands, purchase intent of, 110
foreign markets
and global brand builders, 8–9
and lean marketing, 8
framework,
brand story, 219
inspirational communication, 205
functional needs, identifying, 73–74
game-changing ideas, generating, 244
gaps, exposing perceptual, 78–79
General Electric
MAC 400, 57
MACi, 57
General Mills and Nestlé, joint venture of, 9
generating empathy with a brand story, 218–219
Gerber negative brand translation, 153
global background
of Domino's Korea, 87
of L'Oreal India, 98
of Mizone, 102
global brand adaptation framework, 111
global brand builders,
changes and, 54
teams and, 204
traits of, 3
global brand builders and foreign markets, 8–9
global brand building
and innovation, 56
and ninja warfare, 8
global brand equity and improved value proposition, 29
global brand positioning, adhering to, 28–29
global brands, strength of, 109
global brands
and international markets, 8
and price adaptation, 159
in the international market, 109
global organizations and increasing synergies, 28
global products, the price of purchasing, 158
GLOCAL, meaning of, 109
Golden Brown, Japan and, 127–128 Google Brand Lift, Mondelēz and, 42–43
Google Cardboard, virtual reality and, 193–184
GPS tracking, Domino's and, 185
group personality styles, 143–147
growth,
growth drivers, identifying, 49
growth plan, research techniques to validate your, 49
growth potential, deconstructing your, 48
growth stage of the category lifecycle, 18
growth trajectory, step-changing your brand's, 201
Häagen-Dazs, value advantage of, 26–28
Hellobike, 179
higher growth rates, new business and, 169
home marketing, assumptions and your, 14
HSBC brand story, 207
Huawei, brand alliances of, 121–122
hypothesize step of the lean approach, 60
identifying
attributes of competitors, 12
emerging technologies, 201
IKEA,
augmented reality and, 191–192
IKEA negative brand translation, 153
immersions, market, 39
In-N-Out Burger, accepted consumer belief of, 209
in-store point-of-sale, 115
incomes, taking advantage of rising, 16
industry assumptions, revalidating, 14
industry magazines, online, 38
influencers and Beats by Dre, 130
informational interviews, conducting, 46
informational interviews with industry professionals, 39
innovation,
emerging consumer class and, 54
improving the quality of, 4
merged creative process and, 242–243
innovation
and failure of new products, 240
workshops, DHL and, 62
inspirational
communication framework, 205
interaction, observing end-user, 39
intercept interviews, conducting, 38–39
international environments and stakeholders, 205
international market,
global brands and the, 109
launching a brand into an, 127
international markets and global brands, 8
Internet access
and changing demand, 16
and emerging consumers, 16
Internet of Everything, see IoE
Internet usage and emerging economies, 16
interviews with industry professionals, 39
intuition,
evolution of, 241
learning to trust your, 247
merged creative process and, 240–241
merging analysis with, 238–241
intuition and analysis, merging, 4
IoE, 171
IT platforms for customer data storage, 180
Japan
denim market in, 83
reputation of products from, 108
Japanese
consumers, 83
culture and rituals, 228
Millennial women and Shiseido, 143–144
Johnnie Walker Blue Label series, label designs for, 137–138
Johnnie Walker brand story, 222–223
Kellogg, mistakes made in China by, 9
DaVinci Gourmet and, 29
key insights into a brand, 208–210
key opinion leaders, see KOL
KFC negative slogan translation, 153
knowledge,
growing your, 247
merged creative process and, 238–239
KOL, 64
Korea,
Coway brand image in, 148
Mercedes-Benz brand image in, 148
reputation of products from, 108
Korean consumers, identifying real needs of, 88
Kuji-Kiri hand gestures, 228
Lao Tzu, 242
launch stage of the category lifecycle, 18
launch step of the lean approach, 64
Lean Brand Canvas, communication and the, 206
Lean Brand Canvas and brand strategy, 236
Lean Brand Development process,
Kerry Group and the, 63
LEGO, brand positioning of, 74–75
Leica, brand alliances of, 121–122
Leveraged Freedom Chair, 57
leveraging
disruptive technology, 168
your brand with technology, 4
limited-time-offers, end-users and, 182
local background
of L'Oreal India, 99
of Levi's Japan, 83
of Mizone, 103
local brands, strength of, 109
local offering, repositioning to create a better, 28–32
location and building your brand, 79
long-term success, teams and, 204
Louis Vuitton, brand positioning of, 210–111
lower-income consumers, lowering costs for, 17
LVMH, augmented reality and, 188–189
macro-level category reviews, 38
Maintenance on Demand, DHL and, 62
market cities, emerging, 15–16
market immersions, 39
market share, obtaining a competitor's, 47
market size, target users and, 14
marketing,
foreign markets and, 8
positioning and, 72
markets, international, 8
maturity stage of the category lifecycle, 18
McCain Foods India, IoE technology and, 174–176
McDonald's, interstate highway platform and, 168
McDonald's and McCain Foods India, 174–176
meeting critical objectives of a brand story, 218–219
mega-city strategies
of Adidas, 141
of Nike, 141
memorable narrative, creating a, 217–219
Mercedes-Benz
brand image in Korea, 148
negative brand translation, 154
merged approach for optimal solutions, 242
merged creative process, 238
merging intuition with analysis, 238–241
messages, timing the delivery of brand, 182
Microsoft, artificial intelligence and, 198
middle class, appealing to the, 17
middle-class consumers, 17
Millennial men and Tesla, 208
Millennial women, Sephora and, 188–189
Millennials,
group characteristics of, 143
Victoria's Secret and, 134
Mintel reports, 38
Minute Maid launch in China, 168
mistakes, learning from competitor, 12
Mobike, 179
Moleskine brand story, 207
Mondly, virtual reality and, 195
positioning of, 32
Mycoskie, Blake, 219
needs, narrowing down, 76
negative connotations of a brand name, 153
Nescafe, 23
Nescafe in Asia, 29
Nespresso China, 120
Nestlé, Nespresso brand and, 119
Nestlé and General Mills, joint venture of, 9
Nestlé breakfast cereals, China and, 135
new business and higher growth rates, 169
new market,
crafting compelling brand positioning for a, 73
extending a brand into a, 72
performance perception of your brand in a, 115
repositioning a brand in a, 28–29
new markets, speed and entering, 240–241
Nia Technologies, 3-D printing and, 200–201
Nike,
mega-city strategies of, 141
personalized design services of, 141–142
NIKEiD, customized shoes and, 141–142
Nike negative illustration translation, 154
ninja-style research techniques, 39–43
ninja warfare and global brand building, 8
Ninjutsu, 8
communities, 182
industry magazines, 38
surveys, 39
operational efficiencies, creating, 28
optimal solutions, merged approach for, 242
Oreo cookies in China, 155–157
pan-regional products, creating, 54
Panasonic negative brand translation, 154
Pantene and delivering on promises, 215
Parcelcopter, DHL, 62
Patrón, virtual reality and, 192
Paxam negative brand translation, 154
Pepsi negative slogan translation, 154
perceived performance, the evaluation process and, 112–113
perceptions, consumer, 208
perceptual gaps,
Japanese companies and exposing, 84
L'Oreal India and, 100
Mizone and, 104
the Korean market and exposing, 90
perceptual map, developing a, 75–76
perceptual maps, vacant areas in, 79
performance perception of your brand in a new market, 115
Persol, brand positioning of, 212
personality styles, group, 143–147
personality styles of consumers, 140
personality traits of different countries, 141
personality, country, 141
perspective, reframe your 14–15
pizza chain sales,
United States, 87
point-of-sale, in-store, 115
Porsche, brand alliances of, 122
positioning
of L'Oreal India, 101
of Mizone, 105
positioning,
marketing and, 72
preferences, consumer brand, 113
premium pricing, 17
premium-tier products in Asia, 17
price adaptation of global brands, 159
pricing for your brand, 14
product launches, sending information to end-users about, 182
product merchandising, Apple, 42
product performance and brand equity, 112
products for special occasions,
promotions, target users and brand, 182
prototypes,
building rapid, 69
co-creation and, 60
proxy, purchase behavior and using a, 45
Puffs negative brand translation, 154
purchase intent, identifying attributes that influence, 162
purchase intent of foreign brands, 110
purchasing
global products, the price of, 158
power and Internet access, 16
power of the consumer, 14
products for special occasions, 137–138
research reports, 38
QR codes and Homeplus, 178
quality of innovation, improving, 4
Quick Response codes, Coca-Cola and, 171–172
Radio Frequency Identification systems, 7-Eleven and, 176–177
rapid prototypes, building, 69
Ray-Ban, brand positioning of, 212
real needs, identifying your target's, 106
real needs
of Chinese consumers, 94, 103–104
of Indian women, L'Oreal and identifying, 99–100
of Japanese consumers, identifying, 83
of Korean consumers, identifying, 88
Recipist, Shiseido marketing of, 143–144
Red Bull, accepted consumer belief of, 209
renovation stage of the category lifecycle, 18
repositioning to create a better local offering, 28–32
repositioning your brand, 33
research, desk, 38
research reports, purchasing, 38
research style, ethnographic, 144–145
research techniques, ninja-style, 39–43
respondents, recruiting, 38–39
response to competition, 38
retail store environments, 113
return on investment, existing brands and, 169
revalidating industry assumptions, 14
reviews, macro-level category, 38
Rexona deodorant, packaging of, 139–140
Rimowa, brand positioning of, 210–211
rising incomes, taking advantage of, 16
risk, adjusting your aversion to, 240
robotics applications, DHL and, 62–63
Saatchi, cultural fit of, 150
Sales Deconstruction method, 48
seeing the end-users, 181
segmenting the competition, 75–76
segmenting the competitors based on needs, 106
self-image, brands and, 140
selling to end-users, 182
semiotic codes, 124
Sephora and augmented reality, 188–189
Sephora Virtual Artist, 189
servicing end-users, 181
share-bike systems, 179
Shiseido, Japanese Millennial women and, 143–144
Siddhartha Gotama, 242
small-scale store audits, conducting, 47
smart glasses, DHL workers and, 62
smartphone usage and East-West Seed, 173
smartphones, Domino's mobile applications for, 185
smartphones and South Korea, 178
social media, Coca-Cola, 235–236
South Korea, smartphones and, 178
South Korea
and Tesco, 178
speaking to end-users, 181
special occasions, purchasing products for, 137–138
project time, 58
stakeholders, motivating, 49
stakeholders and international markets, 205
standard supply chain sequence, 44–45
brand positioning of, 214
Starbucks in Asia, 29
Stella Artois, 9-step pouring ritual of, 231–232
step-change growth, disruptive markets and, 169–170
store environments, retail, 113
story, the benefits of telling a, 217–218
strategic communication, 205–207
strategically grounded communication, 205
strategy and brand positioning, 4
style fit, 140
Sunny Hills, 118
supply chain sequence, standard, 44–45
surveys, online, 39
sustaining interest with a brand story, 218–219
syndicated data, 38
synergies, increasing, 28
Taco Bell and springboard thinking, 246–247
Taoism, 242
target audience, brand story and your, 206
target audience needs, 76
target market, approximating your, 46
target market views of your competition, 79
target users, identifying your, 14
target users
and brand promotions, 182
and online communities, 182
targeted content, creating, 181
taste differences of Coca-Cola, 2
Tata, artificial intelligence and, 197–198
teams
and global brand builders, 204
and long-term success, 204
technology,
leveraging disruptive, 168
leveraging your brand and, 4
taking advantage of existing, 201
Tesco, South Korea and, 178
accepted consumer belief and, 208
forecasted growth of, 169
Millennial men and, 208
thinking,
analogue, 245
TOMS Shoes brand story, 219–220
toolkit, creating a brand, 234–236
Top-down method, 46
top-down projection, 46
Topology Eyeware and augmented reality, 187–188
training sessions, Apple, 41
translation of brand name into negative connotations, 153–158
triangulation framework, 43–44
UberEATS, empathetic thinking and, 245
Unilever
and Rexona deodorant, 140
digital content management system, 235
United States pizza chain sales, 87
urban consumers, buying behavior of, 16
usage occasion, consumers and, 135–137
vacant areas in perceptual maps, 79
validated learning, the lean approach and, 59
validation, merged creative process and, 247
value advantage, creating a, 19–28
value chain,
examining opportunities in your, 201
paying attention to the, 15
value proposition,
adapting your brand's, 33
global brand equity and improved, 29
value proposition and category lifecycle stage, 18
value propositions,
quickly developing, 54
the evaluation process of, 110–120
value-tier products in Asia, 17
Vicks negative brand translation, 154
Victoria's Secret, Chinese Millennials and, 134
virtual reality versus augmented realty, 186
wealthy consumers, marketing to, 17
Western brands, expansion of, 108
Winsun, 3-D printing and, 199–200
word of mouth, 126
Xiaomi, 57
younger consumers and Coca–Cola, 124–125
Zara, lean development process of, 64–66
Zipline, autonomous drones and, 196