“It is not the strongest of the species

that survives, nor the most intelligent, but

the one most responsive to change.”
Charles Darwin
(1891) (1911) (1924) (1947) (1956) (1972)
(1892) (1900) (1934) (1969) (1986) (2003) Current
(1975) (1987) (1994)
1 $ 100 bn 6 $ 63 bn
Global Top 10
Most Valuable Brands
2 $ 76 bn WPP/BRANDZ 2009 7 $ 61 bn
3 $ 68 bn 8 $ 60 bn
7 out of 10 are
4 $ 67 bn Technology Brands 9 $ 54 bn
5 $ 67 bn 10 $ 49 bn
 Launch
FPT Corporation
Entry of
Foreign Retailers

Launch Hyper EU Trade ASEAN Enterpr. US-VN Hanoi

DOI MOI Inflation Agree. Member Law Trade A. Stock M. WTO
Membership
FDI Law Priv. End US Comm. HCMC Reduce
Law Business Embargo Law Stock-M. Strat Sec.

‘86 ‘87 ‘89 ‘90 ‘92 ‘94 ‘95 ‘97 ‘99 ‘00 ‘01 ‘04 ‘05 2007 2009
Sept 1988
35%
projected
Top 3
CRAZE
5 Operators
Mobile
2010 Internet
market Launch 3G Penetration
114%
worldwide Services
Penetration
(< 5% BB)
 Since its launch in September 1988
1988 FPT has developed into a highly diversified 2010
Group of Companies.
Brand Foundations
Objectives
Formal Chair/CEO FPT Brand  Design Tasks
Verbal  Management Foundations  Int. Com-Plan
 Consumer Architecture  Ext. Com-Plan
 Desk  Device  Others
WHAT ARE LOVEMARKS?
 Lovemarks Research
A framework developed by Saatchi to measure & understand
emotional drivers …

People feel about brands the way they feel about people

17
 Lovemark measures Respect and Love in detail

Reliability Easy
Great stories, Past, Taps into dreams
Commitment openness
. Security present & future Myths and icons
Trust
Trust Mystery
Mystery Inspiration

innovation
quality
leadership
service
honesty
identity Commitment
responsibility
value Empathy
efficacy Respect Love
Respect Passion Love

Sensuality/
Sensuality/
Reputation
Reputation Performance
Performance Intimacy
Intimacy
Sensory
Sensory

18
 Lovemarks are… respect, emotional link with
consumers and loyalty beyond reason!

Lift in Frequency of Use

Products to Brands to Lovemarks
35.0%
a rks wth 32.5%
o
ovem y gr
30.0% to L uenc
m ing freq
nsfor atic 24.0%
m
%High Frequency Users

25.0%
a
Tr s dra
20.0%
ov ide
pr
15.0%

10.0%
7.5%
5.0%

0.0%

Products Brands Lovemarks

Ranges of Lift in Frequency of Use to Date
19
 Some examples

Mexico China

Respect
Respect
Pepsi
Coke
Bimbo Coke
Lays
Sabritas
Sprite Dove
KFC Wrigley
Wall's
McD
Ruffles Doritos 7Up

Emperador Mizone
Mirinda
Danone Oishi
Maruchan
Chips Wang Wang

Love Love
Australia Spain
Respect

Respect
Cadbury Danone
Nestle
Coke
Coke Magnum
Smiths Kelloggs
Thins
KettleShapes Lays
Twisties Doritos

Doritos
Pringles

20 Hacendado
Love Love
 HOW TO BUILD A
LIGHTHOUSE BRAND?
The Blessing And The Curse Of Choice
Peter Drucker:

"In a few hundred years, when the history of

our time is written from a long-term
perspective, it is likely that the most
important event those historians will see is
not technology, not the internet, not e-
commerce. For the first time – literally –
substantially and rapidly growing numbers of
people have choices. For the first time, they
will have to manage themselves. And society
is completely unprepared for it."
The New Filters

 People, brands and services that can edit

and interpret
information
 That can be digested and absorbed
according to our
points of view and values
 Provide comprehensive solutions
Net, Net…

 I want to choose and tailor

 Reduce my options and facilitate

 Recommended by "my friends" – share the

burden

 I will consume when I want to:

 Products (on the go)
 Media (TIVO)
Two Types of Brand Identities:
Mirror - Ubiquitous presence – multi-target
- Navigate by reference to the
consumer:
A mirror to consumer’s lives
- Brand will make their life / day better
- “That’s why” communication-
Lighthouse
advertising
All About: Who, What, When,
- Differentiated choices
Where, Why
- Invite consumer to navigate around
them. - Have a strong point of view: life as
can be
- “Watch me” communication –
advertising
Lighthouse Identities
nsistently Stretching the Boundaries of What Is Poss

1. Consumer Understanding:
Deep into the why
2. Tough choices and tight
discipline on 3-D
communication
3. Live to always surprise and
delight – best in class in
everything we do!
4. Scale and relevance
Lighthouse brands expansion
 Anchored in credible rationale with strong
emotional
connection

 Understand their broad solution role – "level of

influence"

 Provide multiple solutions across categories

 Address all consumer megatrends

Lighthouse Brand House Name

Anchored benefit Reassurance/quali

Relevant ty
categories  Multi-category
 Multi-
target/multi-benefit
 Whole Foods: Retailer With A Conscience
"Whole Food, Whole People, Whole Planet"
 Rational anchor – natural and organic produce
 Expanded to – natural and organic experience: "shopping with
purpose" 1. The Wellness Epidemic
6. Boomers Break Away
“The new
teens”

5. Scrimp And 2. True To Core

Splurge Authenticity
“BMWs in Sam’s” Values

4. Consumers
In Control 3. Richer Experiences
Customization Experiencing the
& badge value brand well beyond
the product

Whole Foods Delivering Against These Trends

Crest: "Healthy Beautiful Smile For Life”
Dove: "Beautiful Inside and Out”
They Are Built:
 Planting a rational anchor benefit with credibility
 Crest – toothpaste

 Build to a higher emotional turf within space

Each major extension has individual

communication
with same benefit
 Crest – white strips

But "glue" to core is brand identity, brand spirit

and
selling line