Brand Development Methodology Coke Example

Brand development methodology August 2008

Introduction

WHO WE WORK WITH CellC (Africa) FNB ATM (Africa) Merensky The Coca-Cola Company (World Wide) Boubyan Bank (Middle East) ACICO (Middle East) Unilever (South Africa) Adcock Ingram (Africa) ICI Dulux (Africa) Ipsos Markinor (South Africa) Copyright REX Creative © 2007

In 2005 Coca-Cola asked 5 design groups, from 5 continents to create and share their own unique visions of optimism with its most important consumer base. Coke was re-united with the wonder of art, music, science & creativity. Copyright REX Creative © 2007 Coca-Cola M5 Copyright © 2006 REX Creative

B R A N D E D E NTE RTA I N M E NT B R A N D E D E NTE RTA I N M E NT B R A N D E D E NTE RTA I N M E NT

Our approach to branding

WHAT IS A BRAND? ‘when it comes to branding, everything matters’ "If your manage a brand your objective is to move people. So, consider every potential encounter with your brand as either an asset or a liability. Now work to optimise every single touch point.” Copyright REX Creative © 2007 Global brand impresario, SCOTT BEDBURY, the former marketing chief for NIKE and STARBUCKS

WHY BRAND? when it feels good - it makes us passionate when we are passionate - it makes us confident when we are confident - it breeds excellence & excellence is attractive everywhere. Copyright REX Creative © 2007

The plan

BUSINESS LEADERSHIP BUSINESS STRATEGY BRAND STRATEGY CHARACTERISTICS PROMISE VALUES BRAND CULTURE PROPOSITION LEADERSHIP STYLE PR BRAND MARK SUCCESS PROMOTION COLOUR MARKETING BRAND VISIBILITY ADVERTISING VISUAL DEVICES Copyright REX Creative © 2007 ACTIVATION BRAND IDENTITY

WHAT IS A BRAND? 1. having the brand working for the business, 2. developing a brand identity with the right image, 3. understanding where to position the brand, 4. expressing a suitable brand promise, 5. expressing the brand characteristics, 6. formalise the relationships between things 7. designing comprhnsve & differntd identity elements 8. designing clear implementation guidelines Copyright REX Creative © 2007 9. designing effective marketing tools

THE PLAN PHASE 1 1. brand exploration 2. brand discovery - perceptual audit 3. brand discovery - key interviews 4. brand discovery - market & brand research [brand-scape] 5. brand platform - design the proposition, the promise, the vision, the mission, the brand characteristics & personality 6. brand architecture - family tree PHASE 2 1. brand discovery - visual 2. design - or enhancement of the corporate identity Copyright REX Creative © 2007

THE PLAN 1. design and develop- branded environments PHASE 3 2. brand engagement “internalization” - tools and tactics to make sure that all internal clients “staff” are brand centric and aligned with the brand strategy. 1. design - positioning campaign concept (print, TVC & digital) to launch the PHASE 4 brand Copyright REX Creative © 2007

Re-branding is not a magical quick fix. Re-branding is not a mathematical formula. It is a desire to be better. It is a gut feeling. It is logic. It is excellence It is a choice. Copyright REX Creative © 2007

Brand Development Methodology Coke Example

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