Problem Idea Position KFC’s food divides people; some perceive it as being unpleasant and cruel, whereas others love that ...
Problem Idea Position The brand hasn’t adapted to the digital age well. As such, it has forgotten some of its  core streng...
Problem Idea Position The Beano has lost relevance with today’s children. The original bad boy. Promise The Beano will ins...
Problem Idea Position Mars Bars are no longer part of people’s lives. They are under threat from governmental restraint an...
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Four Brand Ideas/Repositionings..

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Dummy brand repositionings I used when trying to get into planning.

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  • Thanks for that, Kevin.

    Given this is about 5 years old, and was meant to provoke discussion with planning directors/partly helped get me a job, I'm not too fussed.
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  • I spat tea all over my keyboard at your KFC idea.

    It's the most ridiculous idea I've ever heard.
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Four Brand Ideas/Repositionings..

  1. 1. Problem Idea Position KFC’s food divides people; some perceive it as being unpleasant and cruel, whereas others love that it’s quick, greasy, filling and cheap. KFC is committed to high quality; however, it won’t raise prices or lose its inherent qualities. Promise KFC’s food is non battery farmed, hand reared chickens. Brand idea KFC. A chicken’s idea of heaven. KFC
  2. 2. Problem Idea Position The brand hasn’t adapted to the digital age well. As such, it has forgotten some of its core strengths. Kodak KNOWS colour. Promise Whether digital, 35mill or SLR, Kodak’s colour technology will help you take your best photos ever. Brand idea Colour comes first Kodak
  3. 3. Problem Idea Position The Beano has lost relevance with today’s children. The original bad boy. Promise The Beano will inspire the next generation of menaces. Brand idea The Beano: the original bad boy. The Beano
  4. 4. Problem Idea Position Mars Bars are no longer part of people’s lives. They are under threat from governmental restraint and food fascists. Indulgence should be encouraged – we all need moments of enjoyment. Promise With a Mars Bar, indulgence comes as standard. Brand idea It’s MY Mars. Mars Bars

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