{"id":735,"date":"2014-09-18T13:19:28","date_gmt":"2014-09-18T13:19:28","guid":{"rendered":"https:\/\/bbf.digital\/new\/?p=735"},"modified":"2017-09-09T21:58:05","modified_gmt":"2017-09-09T15:58:05","slug":"chris-rileys-take-on-global-brands-nike-apple-samsung-and-beyond","status":"publish","type":"post","link":"https:\/\/bbf.digital\/new\/chris-rileys-take-on-global-brands-nike-apple-samsung-and-beyond","title":{"rendered":"Chris Riley\u2019s Take on Global Brands \u2013 Nike, Apple, Samsung and Beyond"},"content":{"rendered":"

The University of Liberal Arts Bangladesh (ULAB), hosted a forum entitled \u201cNike, Apple, Samsung and Beyond: The Changing Nature of Global Brands” at the ULAB Auditorium.\u00a0\u00a0 Chris Riley, one of the world’s leading strategic thinkers on brand and communications, was the forum\u2019s main speaker. Chris has worked as a strategist and researcher in advertising, design and marketing since 1983.<\/span><\/p>\n

Chris discussed how companies from different countries create brands and what shifts are taking place that would affect global brands. According to him, each brand is like a unique story which makes a company unique from others. He pointed that Nike, Apple and Samsung became great global brands because they are great story tellers.<\/span><\/p>\n

Chris explained the similarities between Nike and Apple in creating their global brands.<\/span><\/p>\n

    \n
  1. Both companies exhibit great discipline.<\/strong> Contrary to what people think, it was not fun and games working at Apple and Nike. These companies are incredibly organized, reliable and cost effective businesses.\u00a0 They have great discipline. This is because these companies believe that quality is important which is achieved by doing things repeatedly until one gets it right.<\/span><\/li>\n<\/ol>\n
      \n
    1. Both companies have a consistent approach to marketing.<\/strong> One official in Apple once said: \u201cWe really like strategic but we really, really, really like execution.\u201d\u00a0 Strategic people should be able to work with people who will execute the strategy over and over again \u2013 the ones who make the advertisements, the packaging.\u00a0 A consumer usually will fall in love with people who do work to a high standard.\u00a0 A high standard is achieved by consistently paying attention to quality.<\/span><\/li>\n<\/ol>\n
        \n
      1. Both companies are committed to the creative process. <\/strong>The creative process is hard.\u00a0 The first thing you write is not the best thing you write.\u00a0 Hence, you need to write it again and again.\u00a0 There are actually two kinds of companies.\u00a0 The first type is a marketing company.\u00a0 Since they put the marketing process first, they want things to be predictable \u2013 what will be the sales in October.\u00a0 Proctor and Gamble is amazing in doing that.\u00a0 They make sure that there are agreements at the end of meetings.\u00a0 The second type of company is the creative company where there is a lot of failure.\u00a0 The first thing you write is not the best thing.\u00a0 The creative companies do not compromise to meet the deadline, do not care for consensus in meetings, they just want to get things right. They want everyone in the world to love their products. Creative companies have charismatic leaders.\u00a0 Marketing companies have managers. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0Related:\u00a0Death of the Creative Genius <\/a><\/span><\/span><\/li>\n<\/ol>\n
          \n
        1. Both companies are committed to both successes and failures. <\/strong>Apple had many failed products.\u00a0 The iPhone did not go well in the beginning.\u00a0 There were limited apps in the beginning because it was a closed system.\u00a0 Nobody remembers the first macs \u2013 very expensive and hard to operate.\u00a0 But now, we know only the narrative of successes.\u00a0 Nike and Apple are committed to both success and failures.\u00a0 They know that failures are needed to achieve success.<\/span><\/li>\n<\/ol>\n
            \n
          1. Both companies are connected to popular culture.<\/strong> Nike and Apple pay attention to popular culture.\u00a0 They analyze: What does it mean?\u00a0 Why is it interesting?\u00a0 What does it tell you about the world?\u00a0 People nowadays are interested in the real deal, the authenticity.\u00a0 People are curious about other cultures.\u00a0 They saw a bit about Korean in Gangnam Style and found it interesting.\u00a0 As Gangnam Style broke records, in meeting rooms of Nike and Apple, executives are discussing it.\u00a0<\/span><\/li>\n<\/ol>\n
              \n
            1. Both companies are competitive.<\/strong> In the 2012 Olympic Games, there was another Olympics going on – but a contest among brands like Nike versus Puma.\u00a0 Brands sponsor athletes and when the athletes they sponsor win, medals are given and the brand inscribed in the athlete\u2019s uniform is shown. The brand gets to win together with the athlete.\u00a0 Puma did not have as much money as Nike to sponsor great athletes.\u00a0 So, Puma first supported footballer Pele of Brazil.\u00a0 The second thing Puma did was to support the Jamaican bobsled team in the Winter Olympic Games.\u00a0 The team lost but got media exposure.\u00a0 When they came to London Olympics in 2012, they supported Bolt and other top runners from Latin America.\u00a0 As a result, Puma won against Nike in the London Olympics.<\/span><\/li>\n<\/ol>\n
                \n
              1. Both companies are committed to a global strategy.<\/strong> The strategy is about knowing who you are.\u00a0 When Nike went to Europe, they were told that \u201cJust Do It\u201d will not work in Europe.\u00a0 It is like being told off in France. It means nothing in Germany. Nike explained to the Europeans that Nike does not wish to fit into their culture.\u00a0 Nike instead intend to subvert it.\u00a0 It did not want to be British.\u00a0 It intend to stay American. It wanted to find out why being American was interesting to them.\u00a0 Elvis Presley was not turned into a British guy.\u00a0 But, he was liked in Britain. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/span>Related:\u00a0Brand Breakout \u2013 How Emerging Market Brands Will Go Global<\/a><\/span>\u00a0 \u00a0<\/span> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/span><\/li>\n<\/ol>\n
                  \n
                1. Both companies are skilled in storytelling.<\/strong> Nike makes shoes, which is not that different from shoes of Puma or Adidas.\u00a0 But, the shoes of Nike come with a story.\u00a0 It is not just buying shoes, it is buying a story or context.\u00a0 Nike creates a context about the product making it a high context brand.\u00a0 The story and the history are important to the consumer.\u00a0 Maybe if I trained hard, I will win.\u00a0 Maybe I can be rebellious if I perform well on game day.\u00a0 Nike is about the story, then about the product. Apple is the opposite, it is low-context.\u00a0 It spends most of its time telling stories about the product.\u00a0 Apple has the mantra \u2013 help people get the most of their products.\u00a0 So, in Apple, they spend time to explain what the product is, what it does and how to buy it.<\/span><\/li>\n<\/ol>\n
                    \n
                  1. Both companies know the power of word of mouth.<\/strong> Apple knew that out there in the world, there were around 30 people who were willing to watch long videos about its products and its launches.\u00a0 Even if it will cost a lot to produce lengthy videos for a few people, Apple knows that these people who watch their videos will write pieces on their products.\u00a0 Some people are incredibly engaged in what you do. When they write, the effect will be viral like the word of mouth.<\/span><\/li>\n
                  2. Both companies know that the story creates the market.<\/strong> Apple since Steve left has lost the story.\u00a0 Its stock has lost half its value.\u00a0 People in China do not think that Apple is not cool anymore.\u00a0 Apple lost its story. It is looking expensive and that it wants to control you.\u00a0 People are feeling that the company no longer cares about them. It is a damaging story.<\/span><\/li>\n<\/ol>\n

                    Chris Riley also talks about the shifts that are taking place globally that would affect brands.<\/span><\/p>\n

                      \n
                    1. Shifts in strategy in building global brands.<\/strong> Samsung is successful in the way Asian companies are successful.\u00a0 They build their companies by quietly working, coming from the ground up.\u00a0 Because they are humble and do not want to convince the world that they are great, they believe in building relationships.\u00a0 They learn more about their markets as a consequence.\u00a0 They respect their host countries; they learn the language of their hosts. Samsung wants to earn your respect.\u00a0 Being local and part of the community is the way things are going.\u00a0 Samsung does not seem like a global brand but seems to fit into Dhaka.<\/span><\/li>\n<\/ol>\n
                        \n
                      1. Shifts in storytelling in the digital age.<\/strong> Television was the dominant medium before. It favors simplicity and a big global narrative.\u00a0 It does not deal well with complexity.\u00a0 The digital media works well with complexity. i.e., with multiple competing narratives.\u00a0 Children have the ability to navigate competing narratives and put in their own narratives.\u00a0 Hence, children learn more and this is the consumer of tomorrow. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Related:\u00a0<\/span><\/span> Storytelling to Shape Your Business<\/a><\/span><\/li>\n<\/ol>\n
                          \n
                        1. Shifts towards the majority world.<\/strong> The story of the Olympic Games is about becoming Jamaican for the British.\u00a0 The British used to dominate Jamaica during colonial times.\u00a0 But now, Jamaica dominated the London Olympics.\u00a0 Hence, there is a change in popular culture.\u00a0 London has been transformed from being the headquarters of the empire into a city that welcomes and invites the world.<\/span><\/li>\n<\/ol>\n

                          In 2016, the Olympics will be held in Rio de Janiero.\u00a0 It will be clear here that the West is no longer the most dominant culture in the world.\u00a0 It is the Olympics of the majority world. \u00a0Brazil has a point to make; they have one of the fastest growing economies in the world.<\/span><\/p>\n\n

                          \n\n\t\t\n
                            \n\t\t\t <\/ul>\n <\/div> \n","protected":false},"excerpt":{"rendered":"

                            The University of Liberal Arts Bangladesh (ULAB), hosted a forum entitled \u201cNike, Apple, Samsung and Beyond: The Changing Nature of Global Brands” at the ULAB Auditorium.\u00a0\u00a0 Chris Riley, one of the world’s leading strategic thinkers on brand and communications, was the forum\u2019s main speaker. Chris has worked as a strategist and researcher in advertising, design […]<\/p>\n","protected":false},"author":12,"featured_media":841,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40,5],"tags":[],"class_list":["post-735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-opinion"],"yoast_head":"\nBrands, Nike, Apple and Samsung<\/title>\n<meta name=\"description\" content=\"Chris discussed how companies from different countries create brands and what shifts are taking place that would affect global brands. 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