• Save
Oxywater cb bbrainstroming
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Oxywater cb bbrainstroming

on

  • 368 views

Core brand benefit brainstorming presentation from 2012. The startup changed often and quickly based on consumer responses and the very crowded beverage market. We had to find an available CBB quickly ...

Core brand benefit brainstorming presentation from 2012. The startup changed often and quickly based on consumer responses and the very crowded beverage market. We had to find an available CBB quickly in order to stand out in the crowd.

The enhancement of Oxygen was not an option because the company didn't have a benefit of that attribute substantiated at that point.

Statistics

Views

Total Views
368
Views on SlideShare
368
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Know the difference between brand identity and brand strategy?
  • What words come to mind? This is because there is a reason for all of these assets. Brand strategy is what all of these design decisions are based off of.
  • What type of drink, why to drink it, when to drink it, who should drink it
  • What are they enhanced with?What is the benefit of drinking 5 hour? When would you drink it? why? What if they had called themselves 5 hour liquid. Would you understand when and why you should drink it?Definition – the main benefit of the product in the consumers mind (what the marketer wants it to be)Examples:Vitamin water = positioning is vitamins, CBB is healthSmartwater = positioning is electrolytes, CBB is hydrate5 hour energy = positioning is X, CBB is Y
  • Is enhanced with what? ElectrolytesWhat is their core benefit? hydrate
  • Understand what OXYwater is, why they should drink, and when they should drink (caffeine = energy, electrolytes = hydration)Consumers will remember easily (WOM) (its already reasons why people drink beverages in the first place – to get energy (coffee) and to hydrate)In the new markets, people want to know what the extra oxygen does to the drink, or to them. What is the benefit of adding oxygen (to the consumer).
  • We are going to do all of this for oxywater, but we have to figure out what the core benefit is first.
  • Why is this all so important??National message – slogan and key messageCampaigns - taglines
  • So today’s mission is to figure out what oxywaters core benefit is.
  • Wish it could be something related to a benefit that the oxygen in the water does for our body and our mind.But we don’t have the claims substantiated yet. So we have to be very careful.
  • So instead, we have been saying ---Problem:To many messagesCan’t build a consistent brand strategy around multiple core brand benefits (no one will understand us, remember us, so it will not spark action to try)
  • We have to choose 1.Here are the rules.Unique – as a startup, you do not want to take on the leader leader. It will take longer to become a industry leader. Be a category leader in the industry faster.Problem – water is boring. People want something new.True – 0water, vitamin water sugarSimple – want consumer to understand it without explanation, so that it will be memorable, and spark/enable WOMLink to VPs – so that we can have campaigns to promote all the value propositions for different TMssteams naturally from your main positioning. Your audience thinks of “water with extra oxygen” when they hear the name OXYwater. What is it about that extra oxygen that is so good for them? If we can figure that out, we will have a very strong, easy to understand, and believable core brand benefit. All other product attributes and benefits, like the vitamins for health, sugar free for diabetes patients, great taste, etc. become value propositions that you promote via campaigns (which is good).
  • Here are the options that I listed simply based on what I have heard from talking to all of you, reading the testimonials, and talking to some random Sat. night at the event. Please let me know if you have more.As we go through these please speak out if you have a question or comment – just because I have a masters in this stuff doesn’t mean I am always right. You know the brand better than anyone, you know the space, the competitors, and the buyers. Let’s think like buyers here.
  • NEED TO EDUCATE THAT HYDRATION IS NOT JUST FOR ATHLETES.EVERYONE NEEDS TO BE HYDRATED.MAKE IT LINEAR:OXYGEN – WE ADD EXTRA OXYGEN. We all need oxygen, we are the best because we give you the most out of any beverage.ULTIMATE BEVERAGE – oxygen is one of the reasons why we are the most ultimate. BECAUSE WE HAVE ALL IN 1 (BE ALL IN 1 WITHOUT ACTUALLY SAYING ALL IN 1) – ultimate taste, ultimate water because we have extra oxygen that is important for XXX, ultimate health because of XXX, ultimate flavored water because 0 sugar and 0 carbs. CAMPAIGNS ON BENEFITS THAT ARE MOST RELEVANT PER TARGET MARKET (WOMEN LOVE FLAVOR - WE ARE THE ULTIMATE FLAVOR, UTLIMATE ENERGY FOR ALTHLETES)Ultimate beverage because we give back. 1:1 campaign.MESSAGE THAT IS BASED ON BRAND OUTLINE – MESSAGING MATRIX 2-3 pillars: the best taste (flavors + extracts), the best healthy beverage (all natural + vitamins), lightest water (0 sugar and 0 carbsDESIGN THAT IS BASED ON BRAND OUTLINE – COLORS, FONT, TONE
  • Be everything for everyone – multi purpose.Works for retailers, does it work for consumers too?ULTIMATE BECAUSE WE ARE ALL IN 1.Messaging - Vitamins for health, All natural for health, Minerals for health, Electrolytes for hydration, Flavor for taste, Sugar free for health, extra OXYgen for XX (future claim)
  • Would have to be “All natural, sugar free, (oxygen, flavored, or sport) water.I would do research to see what descriptor has the largest demand – it’s flavor!Enables easy transition to value propositions – Some. Not vitamins, minerals, flavor, or oxygen with out the focusing on 1 (XX), however then the other 2 get left behind.
  • Best target market is women – demand, large market, 80% of all purchases. Could reach kids through them too. Oxy pink is a product for women already.Enables easy transition to value propositions – PROBABLYFlavor & vitamins for women, no sugarfor diabetes (men more likely, protect your men – buy them oxywater), all natural and vitamins for kids, electrolytes & vitamins for rebooting (morning to take on the day).
  • Message -More health, More hydration, More flavor, More cool factor, Gives more to charity, More oxygen for XX (future claim)
  • VPs – light taste because 0 carbs and 0 sugar. Electrolytes to pick you up when you need a lift. Extra great taste because of fruit and veggies.But – is it unique and memorable enough?
  • Ultimate hydration – sport market, and hydration value propositions onlyAll in one – Easy to understand?Healthy hydration – vitamin water zero has same messageAll natural, sugar free, XX water – Might not meet enough of a demandA Target market vertical – isolates other marketsMore – Will always have to compareBetter Taste – believable enough, solve a big enough problem?My pick – all in 1, crisp & light flavored water.
  • Send to Damion!MAKE IT LINEAR:OXYGEN – WE ADD EXTRA OXYGEN. We all need oxygen, we are the best because we give you the most out of any beverage.ULTIMATE BEVERAGE – oxygen is one of the reasons why we are the most ultimate. BECAUSE WE HAVE ALL IN 1 (BE ALL IN 1 WITHOUT ACTUALLY SAYING ALL IN 1) – ultimate taste, ultimate water because we have extra oxygen that is important for XXX, ultimate health because of XXX, ultimate flavored water because 0 sugar and 0 carbs. CAMPAIGNS ON BENEFITS THAT ARE MOST RELEVANT PER TARGET MARKET (WOMEN LOVE FLAVOR - WE ARE THE ULTIMATE FLAVOR, UTLIMATE ENERGY FOR ALTHLETES)Ultimate beverage because we give back. 1:1 campaign.Key message – we are (what) for (who) that does (CBB) by (main positioning) – we are a flavored water that refreshes the body and the mind with extra oxygen.Brand identity – the look and feel of the brandBrand identity assets – color, font, images, tone, key message, slogan, spokespeopleExample – website, email layout design, direct mail flyer design, posters, etc.Example – Vitamin Water Zero – look and feel of healthy = yogaTarget market research – women great, locations great, gen Y is big in volume and trends (vitamin water targeting), but we need to establish loyalty. Causes that they will stick with forever (1:1 campaign? For the hipsters – it worked for Toms – we would have to have the look and feel).
  • Message – Hydrate your body and your mindClarity+ product line – Clarity+flavor (women, Clarity+electrolytes (athletes), Clarity+no sugar (diabetes), Clarity+charity (consumers who decide based on charity)Enables easy transition to value propositions – YESBody – vitamins, electrolytes, all natural, sugar free, minerals, flavor (taste buds)Mind – oxygenClinical results have shown, that the amount of nitrate in water is reduced, when the water isoxygen enriched. This improves the quality of water and makes the water healthier for everyone, specially children.It was observed, that the increase of pO2 in blood is considerably after drinking oxygenenriched water.http://www.health-links.ca/localize/pdf/Pakdaman_studies.pdf
  • Product line specific waters that links CBB and VPs (like vitamin zero does – vitamins  health  revive (benefit)  vitamins that revive us (attributes)

Oxywater cb bbrainstroming Presentation Transcript

  • 1. OXYwater BrandingBy Elizabeth Kulin(Kulin Marketing)Brainstorming meeting3/5/12
  • 2. BRAND IDENTITYLook & Feel
  • 3. Brand Strategy
  • 4. Core Benefit = Energy
  • 5. Core Benefit = Hydration
  • 6. A good cbb makes the product:Easy to UnderstandEasy to Remember
  • 7. Core Benefit = ??
  • 8. The Big pictureexample: Vitamin water zeroPositioning(Vitamins)CBB(healthy)All your VPsbenefits & supportingattributes(0 sugar / Truvia)Campaigns(Yoga)National message(healthy hydration)
  • 9. Today’s mission:DetermineOxywater’sCore Benefit
  • 10. Temporary issueCore Benefit = Improves the body and/ormind
  • 11. Current messageAll in oneHealthyhydrationUltimatehydrationClean/Healthy- All the goodstuff, no badstuffBVitamins0 SugarAllnaturalElectrolytes
  • 12. RulesUniqueMeets a demand / solves a problemTrue - believableSimpleNaturally link to value propositions• 5 hour’s CBB can’t be healthSteams rationally from positioning
  • 13. Options•Ultimate hydration•All in one•Healthy hydration•All natural, sugar free, XX water•A Target market vertical•More•Better Taste
  • 14. Ultimate hydration• Hydrate more than other watersMessaging(easy tounderstand?)• SORT OF – all waters claim to hydrateIs unique• YES – smartwater is not flavoredMeets a demand/solving a problem• NOT SURE YETIs true• MOST OF THEM – vitamin B & electrolytesEnables easytransition into valuepropositions• Claim not substantiated yet (that oxygen causes the extra hydration)• Blocks some value propositions• Is sport focusedRISK
  • 15. ALL IN ONE• Get everything that you love about enhanced waters in 1 bottleMessaging(easy tounderstand?)• YESIs unique• YESMeets a demand/solving a problem• MOSTLY (not full range of vitamins)Is true• YESEnables easytransition into valuepropositions• The core benefit is not derived directly from the unique positioning(extra oxygen in water)• We might have to compare to other waters all the time (which could begood or bad)RISK
  • 16. Healthy hydration• Hydrate with a healthy water.• All the good stuff, no bad stuffMessaging(easy tounderstand?)• NO – vitamin zeroIs unique• YESMeets a demand/solving a problem• YESIs true• YESEnables easytransition into valuepropositions• The core benefit is not derived directly from the unique positioning(extra oxygen in water)RISK
  • 17. ALL NATURAL, SUGAR FREE, XX WATER• The only all natural, sugar free, (flavored, or sport, or kids, or vitamin,other) water.Messaging(easy tounderstand?)• YESIs unique• ?? – 25% of our calories come from liquids, but are people (consumers)turning away from vitamin water because it is not 100% natural?Meets ademand/solves andproblem• YESIs true• SOMEEnables easytransition into valuepropositions• The core benefit is not derived directly from the unique positioning(extra oxygen in water)RISK
  • 18. A TARGET MARKET VERTICAL• (one of these) Water for women, Water for diabetes patients, Water forkids, Water for hangoversMessaging(easy tounderstand?)• YESIs unique• YESMeets a demand/solving a problem• YESIs true• YESEnables easytransition into valuepropositions• Con: The core benefit is not derived directly from the unique positioning(extra oxygen in water).• Con: Targeting a market vertical is a popular strategy for startups, but itdoes isolates other markets (like gen Y, hangovers, diabetes, etc.)RISK
  • 19. MORE• The water with more (flavor, vitamins, healthy additives, hydration,oxygen for taste)Messaging(easy tounderstand?)• YESIs unique• YES (WHO DOESN’T WANT MORE?)Meets ademand/solves andproblem• NO – we don’t have more vitamins that oxywater (right?)Is true• YESEnables easytransition into valuepropositions• Con: The core benefit is not derived directly from the unique positioning(extra oxygen in water), but could use as VP benefit for taste (oxygenas the supporting attribute)• Con: would need to compare to other watersRISK
  • 20. Great taste• Crisp and light flavored waterMessaging(easy tounderstand?)• If we say that oxygen causes the taste – YES. But, does it break theclutter?Is unique• ?? Are people unhappy with other enhanced water’s taste? Competingon quality against industry leaders can be challenging.Meets ademand/solves andproblem• YESIs true• YESEnables easytransition into valuepropositions• Pro: can relate it to the oxygen (can we say the oxygen affects thetaste?)• Con: Is it believable (that oxygen can affect taste)? Does it break theclutter?RISK
  • 21. Pick one•Ultimate hydration –•All in one –•Healthy hydration –•All natural, sugar free, XX water –•A Target market vertical –•More –•Better Taste –
  • 22. Appendix
  • 23. Next steps• Build brand outline – brand personality• Incorporate into brand elements – slogan, website,packaging• Incorporate into messaging - Write the key message• Incorporate branding into design look and feel• Work with designer on a strong and likable brand identity• Develop and execute consumer campaigns• CBB is main message• Campaign themes – value propositions• Per target market (demographics and geographically)• 0 carb for women• 0 carb for los Angeles• Clarity for new york city workers
  • 24. Future core benefit:For the body and the mind• Hydrate your body and your mind• Refresh your body and mind• Rejuvenate your body and mind• Wake up your mind and bodyMessaging• YESIs unique• YES – 5 hour energy, coffee, soda,Meets ademand/solves andproblem• ??Is true• YESEnables easytransition into valuepropositions• Con: Not a substantiated claim yet.• Pro: The core benefit is not derived directly from the unique positioning (extraoxygen in water).• Pro: No isolated target market• Pro: Completely uniqueDebate
  • 25. Future potential• CBB – water for the mind• Slogan – drink for clarity• Product line• Clarity+ taste – for kids (fruit and veggies)• Clarity+ 0sugar – for diabetes (astevia)• Clarity + Energy – fitness/hydration market(electrolytes