So, back to ⏩ fast forward & many stakeholder meeting ahead:
leading that Brand Architecture work-stream for 'Midea Group' and proposed the creation & establishment of a corporate 'Umbrella Brand' overarching a huge 'House of Brands'
= which by now even for you is the logical conclusion, right?
However, I was not easy for (too) many Beijiao-born stakeholders to let go of Midea - that brand with which it all once started - and accept that a 'Corporate Umbrella Brand' and a 'House of Brands' is the future enabler of even bigger, clearer & safer growth, while all Brands keep on running with the Midea-Founder's (何享健 He Xiangjian - 32.2bn net worth) entrepreneurial credo & spirit.
Nevertheless, by now you know:
I succeeded! 💥
Midea Group became a new, clean, strong, corporate logo
+ the philosophy & strategic vision summarizing slogan:
Humanizing Technology
+ underlined with the newly defined purpose:
We believe in technology that empowers people’s lives.
Furthermore, I cleaned up & visualized the entire corporate 'Brand Architecture' for every stakeholders better comprehension...
⭕️ on a internally shared slide:
⭕️ ...and publicly on a totally newly designed Corporate Midea Group website:
* Of course, with the fast grow of this Chinese giant with a 25%+ annual growth, I was constantly updating the website (and my slides 🤪)
⭕️ Here the same 5 Business Pillars on the Corporate Midea Group Website:
⚙️ Building Technologies
⚙️ Robotics & Automation
⚙️ Smart Home
⚙️ Electro Mechanical
⚙️ Digital Innovation
⚙️ 'Smart Home' being 'only' one of 5 main business pillars... and within 'Smart Home' Midea Group's 'House of Brands' carries as many Brands as they want.
Needless to say, that of course each Brand shall be smartly positioned to attract different Target Consumers:
Herewith we have created a clear Hierarchy = Distance + Connection between the Corporate Fortune 500 Company and one of it Brands within the Smart Home Appliance Devision:
For even better comprehension & understanding (yes, two different levels 🤪) as a Berlin-born German 🇩🇪 I always love to use 'our' well-know German Car Industry in many of my internal & external Brand Training sessions for illustrative purposes.
In this case, the VOLKSWAGEN Group comparison is just perfect:
🧠 each car has 4 wheels, 1 steering wheel, 2 or 4 doors, a trunk, can be red or have another colour
...and can (and should!) have different features & material (qualities)
= hence operate in different rational (cost) & different emotional (perceived value) ranges
= being used to attract different consumer segments and/in different target consumers
🧠 exactly the same applies to e.g. Microwaves
Makes sense?
If or If not,
feel free to reach out to me 🙏🏼
If you have read my page more or less attentively, you know that the VOLKSWAGEN GROUP is the 'parent' of not only Volkswagen,
but also Audi and SEAT. 👍🏼
However, I bet you had no idea that VOLKSWAGEN GROUP is also the 'parent' of:
🚗 Lamborghini
🚗 Bugatti
🚗 Bentley
🚗 Porsche
🏍️ Ducati
...and, was I right? 🤪
Needless to say, cannibalism happens when brands inside the same portfolio steal demand from each other instead of growing the total market, while competition is when different brands from different companies go after the same customers.
One essential benefit to win in competition?
= a strong BRAND*
One essential benefit to avoid in cannibalisation?
= a clear BRAND POSITIONINGs*
*probably also a Brando! 😜
Meanwhile, let me show you another of my often used examples.
Those 3 German Car Brands have over the last decades defined, build & strengthened their respective Brand Positionings:
🚗 Mercedes-Benz
Image: authority & comfort
Positioning: The benchmark of automotive authority, where luxury, safety, and innovation define what “the standard” is.
Slogan: “The Standard.” (evolved from “The Best or Nothing”)
🚗 BMW
Image: engagement & performance
Positioning: The brand for people who want to feel in control, turning driving into a personal performance experience.
Slogan: “Built for Drivers.” (essence of “The Ultimate Driving Machine”)
🚗 Audi
Image: progress & precision
Positioning: Progressive technology and design for those who value modernity, intelligence, and forward thinking over tradition.
Slogan: “Progress, Made Visible.” (essence of “Vorsprung durch Technik”)
So, you would & could expect the following Image deeply burnt into consumers mind (especially German 🧠s)
🚗 Mercedes-Benz = Luxury
🚗 BMW = Sport
🚗 Audi = Advance/Electric
...but look, of course, they all offer the 'Whole Shebang' within their respective portfolio:
🚗 Mercedes-Benz = Luxury
...can be sporty & electric, too!
🚗 BMW = Sport
...can be luxury & electric, too!
🚗 Audi = Advance/Electric
...can be luxury & sporty, too!
Still remember my above bet, that you would not know that Bugatti, Lamborghini, Bentley & Porsche are part of VOLKSWAGEN GROUP?
I also very confidentially bet that you had no idea that LVMH is the 'parent' of:
within Wines & Spirits
besides Moët & Chandon + Hennessy
= obviously!
...of Belvedere, Dom Pérignon, Glenmorangie, Krug, Minuty, Ruinart, Veuve Clicquot...
within Fashion & Leather
besides LV + DIOR
= more or less obviously!
...of Fendi, Celine, Givenchy, Kenzo, Prada, Loewe, Marc Jacobs, Rimowa...
within Perfumes & Cosmetics
besides Guerlain + Christian Dior
= not so obvious anymore!
...of Acqua di Parma, Givenchy, Kenzo, Loewe, OleHenriksen...
within Watches & Jewelry
besides Hublot + Tag Heuer
= also, not so obvious anymore, right?!
...of Bvlgari, Chaumet, Tiffany & Co, Zenith...
within Retail
besides Sephora
= oh, I also did not know!
...of 245, DFS, Samaritaine...
within other Activities
besides Belmond + Les Echos
= mmmmmhhhh! 🤨
...of Cheval Blanc, Investir, Jardin d'Acclimatation, Connaissance des Arts, Le Parisien...
Oh, shit, you're hooked! 😜
When you read till here, we have to meet!
Reach out to me 🙏🏼
#EveryDayIsASchoolDay
...with my Brand(o)Group
I envision YOU
to B(e) more:
- B+ Connected
- B+ Inspired
- B+ Challenged
- B+ Consulted
- B+ Trained
- B+ Smart(er)
- B+ Confident
- B+ Positive
