The document outlines a core brand strategy focused on team involvement, challenging norms, and identifying market differentiators. It emphasizes the importance of effective communication and understanding customer needs in developing a competitive offering. Key aspects include maintaining quality, cost-effectiveness, and national distribution to ensure market penetration and brand loyalty.

1. CORE BRAND STRATEGY

2. -­‐ Involve the team
-­‐ KISS
-­‐ Challenge everything
-­‐ Minimise the non-negotiables
-­‐ Capture what you know
-­‐ Look for A-Ha’s
-­‐ Identify Blind Spots
summary
&
do
something
about
it!

3. Introduction
BRAND OFFERING
HYGIENE, USP’S
DIFFERENTIATORS
Integrated Communications
strategy. PR, Online
Advertising, BTL, social,
events, sponsorships
INFORM
AWARENESS &
PENETRATION
LAUNCH CORE
offering
Core brand strategy
development
The market you’re
offering vs the
competitors offering

4. Introduction
EXAMPLE: ABC COMPANY
INFORM
Market vs
ABC Company
Competitors
Market

5. ABC core strategy
Customer Cost
Customer Value
Customer Convenience
Customer Communications…
Less than ABC
+2% vs Eastern Commodity Grade
Discount vs Premium Brands.
The whole package (South African, European, Higher
Quality, Consistency, Environmental Credentials. Cost-
Effective & commitment to SA Market.
Key Hygiene: Stock & National Distribution, Every
reason to specify & use.
Only complacency will dictate other wise.
Stocked & sold nationally
Merchant with aligned interest
Merchant with no alternative vested interest.
OWN IT!Years of brand
communication
equity
EXAMPLE: ABC COMPANY