Creating with culture: nimble brand promises in a changing world
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A presentation on brands and culture approached from 2 angles 1. How to adapt a brand promise across different culture - Coca Cola as case study 2. The role company culture plays in developing a winning brand promise -Dominos and Up In the Sky Ltd as case studies
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Creating with culture: nimble brand promises in a changing world
- 1. BRAND & CULTURE WORKSHOP 01 APRIL 2017
- 2. CREATING WITH CULTURE: NIMBLE BRAND PROMISES IN A CHANGING WORLD Idiare Atimomo COO
- 3. TWO APPROACHES: ADAPTING A BRAND PROMISE ACROSS DIFFERENT CULTURES STRONG ORGANIZATIONAL CULTURES CREATE EPIC BRAND PROMISES
- 5. "It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change" - Charles Darwin
- 7. Adapting a campaign across cultures – ‘Brotherly Love’ TVC by Coca Cola
- 8. Promotional Adaptation 1. BUILD using unchanging human truths 2. CHANGE the ‘must change’ things – Skin tone, music etc. 3. DISCARD the fear of being politically correct.
- 9. Product & Place Adaptation 1. Produce to fit the taste bud of every nation 2. STUDY the regulatory environment or lose your ventures
- 10. Price & Place Adaptation 1. CONTEXT of the economy matters – N100 note benchmark 2. LOCATION of the sale matters – Club Vs Streets
- 12. Culture eats strategy for breakfast - Peter Drucker
- 13. Which stock has performed better than Google, Facebook and Apple in the last 10 years? Hint:
- 15. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty. They admitted their product was shitty How did they achieve this?
- 16. ‘…it tastes like cardboard’ – ‘Dominos Pizza Turnaround’ TVC
- 17. ORGANIZATIONAL CULTURE IS HOW PEOPLE THINK, WHAT THEY DO AND WHAT GETS REWARDED …ITS ALL JUST CODE FOR ‘BRAND’
- 19. HOW PEOPLE THINK AND WHAT IS REWARDED
- 20. THE UP IN THE SKY EXPERIENCE 1. DEMYSTIFYING advertising practice 3. ENTER the danger with our clients 4. COMFORTABLE with failure. Its just feedback 2. CREATING MASTERPIECES on a schedule
- 22. Brand is culture, culture is brand - Bill Taylor