Brand Development Methodology Coke Example

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    Brand Development Methodology Coke Example - Presentation Transcript

    1. Brand development methodology August 2008
    2. PRESENTATION OVERVIEW 1. Introduction About us Our work 2. Our approach to branding What is a brand? Why should we brand? 3. The plan How do we start building a brand? Copyright REX Creative © 2007
    3. Introduction
    4. Copyright REX Creative © 2007 About us
    5. INTRODUCTION our interventions work from the inside ~ out Copyright REX Creative © 2007
    6. INTRODUCTION good branding (like many other things) starts with a great plan & then focusses on making the plan work, beautifully Copyright REX Creative © 2007
    7. 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
    8. Copyright REX Creative © 2007 Our work
    9. Copyright REX Creative © 2007 PREVIOUS IDENTITY & SUB-BRANDS
    10. Copyright REX Creative © 2007 NEW IDENTITY & SUB-BRANDS
    11. Copyright REX Creative © 2007
    12. Copyright REX Creative © 2007
    13. Copyright REX Creative © 2007
    14. Copyright REX Creative © 2007
    15. Copyright REX Creative © 2007
    16. Copyright REX Creative © 2007
    17. Copyright REX Creative © 2007
    18. Copyright REX Creative © 2007
    19. Copyright REX Creative © 2007
    20. Copyright REX Creative © 2007
    21. 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
    22. from ‘capitalist corporation’ to ‘cultural icon’ Copyright REX Creative © 2007 Coca-Cola M5 Copyright © 2006 REX Creative
    23. Coca-Cola what if ... became ART in a consumable format? Copyright REX Creative © 2007 Copyright © 2006 REX Creative
    24. Copyright © 2006 REX Creative
    25. 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
    26. Our approach to branding
    27. Copyright REX Creative © 2007 What is a brand?
    28. WHAT IS A BRAND? branding is about making a promise to the world, and living up to it, in everything we do and say. Copyright REX Creative © 2007
    29. WHAT IS A BRAND? the brand, and the business is not the same thing Copyright REX Creative © 2007
    30. WHAT IS A BRAND? the brand should always be working for the business Copyright REX Creative © 2007
    31. 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
    32. Copyright REX Creative © 2007 Why brand?
    33. WHY BRAND? because, when anybody re-brands it shouldn’t be about fixing what is wrong, it is about the potential it has to create an amazing new future... Copyright REX Creative © 2007
    34. WHY BRAND? because branding is the glue between everything Copyright REX Creative © 2007
    35. WHY BRAND? because branding determines what it feels like to be this new business Copyright REX Creative © 2007
    36. WHY BRAND? what is more important than what it feels like? the answer is, nothing Copyright REX Creative © 2007
    37. 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
    38. The plan
    39. 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
    40. 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
    41. 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
    42. 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
    43. 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
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