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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The document analyzes several Snickers advertisements. It discusses the purpose, tone, argument, emotional appeals, logical fallacies, and implications of advertisements promoting Snickers as a solution for hunger-induced irritability and poor decision making. The advertisements generally use humor and celebrity endorsements to argue that eating a Snickers will improve mood and prevent irrational behavior when hungry.
Share a coke campaign
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Snickers: the case for positioning evolution
Snickers' positioning has evolved over time from 1990-2012. It was initially positioned as a meal replacement and source of energy using bold fonts and references to horses in ads. In 2010, Snickers adopted the global brand idea of being a "hunger satisfier and energy booster" that helps improve mood. This idea was highly successful, driving an 8% sales increase in the US. The "You're Not You When You're Hungry" campaign exemplified this positioning change, conveying a consistent message across 40 markets through qualitative research into consumers' psyche. Snickers' positioning has smoothly evolved while staying true to its core DNA as a candy bar.
Pepsi's presentation.
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Coca-Cola originated in the late 1800s as a medicinal syrup intended to treat various ailments. By the 1930s, it had transformed into a mass-consumed beverage, distinguishing itself through unique bottle design and branding as "the real thing." Over the 20th century, Coca-Cola built strong brand recognition through extensive advertising campaigns that embedded it in American popular culture and appealed to national pride. It has since evolved a global marketing strategy, leveraging cultural trends and media to appeal to diverse audiences worldwide. Coca-Cola remains one of the most valuable brands due to consistently connecting with consumers across channels.
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The document analyzes several Snickers advertisements. It discusses the purpose, tone, argument, emotional appeals, logical fallacies, and implications of advertisements promoting Snickers as a solution for hunger-induced irritability and poor decision making. The advertisements generally use humor and celebrity endorsements to argue that eating a Snickers will improve mood and prevent irrational behavior when hungry.
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1) Pepsi was founded in North Carolina in 1898 by Caleb Bradham and originally marketed as "Exhilarating, Invigorating, Aids Digestion."
2) Pepsi is now the world's fourth largest food and beverage company, with over $29 billion in revenue and more than 150,000 employees globally.
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Coca-Cola was invented in 1886 as a medicine by John Pemberton and originally contained cocaine. In 1903, cocaine was removed from the formula. The name was suggested by Pemberton's bookkeeper Frank Robinson. Today, Coca-Cola owns many brands like Sprite and Fanta and has a vast global market, though it does not export to Cuba or North Korea. Its main competitor is Pepsi.
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Coca-Cola launched a campaign in the Philippines called "The Happiest Thank You" in 2014. They printed 250 popular Philippine names on Coke bottles to personalize the drinking experience and encourage sharing. The campaign was a success, driving a 7% increase in consumption and generating over 125,000 positive social media posts. The lessons learned were that personalizing the brand through names increased sincerity and camaraderie between customers.
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The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
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Coca-Cola originated in the late 1800s as a medicinal syrup intended to treat various ailments. By the 1930s, it had transformed into a mass-consumed beverage, distinguishing itself through unique bottle design and branding as "the real thing." Over the 20th century, Coca-Cola built strong brand recognition through extensive advertising campaigns that embedded it in American popular culture and appealed to national pride. It has since evolved a global marketing strategy, leveraging cultural trends and media to appeal to diverse audiences worldwide. Coca-Cola remains one of the most valuable brands due to consistently connecting with consumers across channels.
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Reference Hitt, M. A., Miller, C. C., & Colella, A. (2015). O.docx
Reference:
Hitt, M. A., Miller, C. C., & Colella, A. (2015). Organizational behavior. Hoboken, NJ: John Wiley.
· Read Chapter 3 below, "Organizational Behavior in a Global Context," pages 72–101.
Organizational Behavior in a Global Context
Knowledge Objectives
After reading this chapter, you should be able to:
1. Define globalization and discuss the forces that influence this phenomenon.
2. Discuss three types of international involvement by associates and managers and describe problems that can arise with each.
3. Explain how international involvement by associates and managers varies across firms.
4. Describe high-involvement management in the international arena, emphasizing the adaptation of this management approach to different cultures.
5. Identify and explain the key ethical issues in international business.
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In 1948, brothers Richard and Maurice McDonald opened the first McDonald's restaurant in San Bernardino, California. Over the next decade, hundreds of McDonald's restaurants were built alongside the new interstate highway systems in the United States. McDonald's was one of the first restaurants to make fast food available to the newly mobile American population. In 1967, McDonald's decided to go international and opened its first restaurant outside the United States in Richmond, British Columbia. Today there are more than 34,000 McDonald's restaurants in 119 countries. And, its international operations have become highly important to McDonald's financial performance. For example, its restaurants in Europe now produce more revenues than its restaurants in the United States, despite the fact that McDonald's has more units in the United States. McDonald's success in international operations is partially because it has adapted to the unique cultural norms in each of its various foreign locations.
Trying to maintain a global brand is difficult because of the different cultural expectations experienced across different countries. It is important to ensure a positive reputation for the company and also maintain the quality of its products. So, McDonald's had to build and sustain a reputation for quality products and efficient service globally while simultaneously meeting consumer expectations across different cultures. McDonald's developed a competitive advantage because the company has taken steps to know, understand, and service customers' needs without compromising its core strengths (fast, easy, clean meals for families to enjoy). McDonald's has developed global packaging that promotes its brand but also provides nutritional information, and does so in the local language showing sensitivity to the local culture. And, the colors of the packaging and promotions are different across countries. For example, the familiar McDonald's red background was changed to green in Europe communicating an environment friendly image to communicate effectively with the envir.
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P07. Red Bull Marketing Strategy
Red Bull built brand equity through experiential marketing activities like events and sports sponsorships. It targeted young consumers through sampling campaigns and student brand managers on college campuses. Red Bull dominated the energy drink market through the 2000s due to its innovative marketing strategies and sponsorship of extreme sports, despite facing growing competition from other brands entering the category.
How Culture Effect on Advertisement
The document discusses the relationship between culture and advertising. It provides examples of how McDonald's and Kellogg's had to adapt their marketing and products to local cultures internationally. McDonald's offers different menu items tailored to local tastes, such as a Maharaja Mac in India. Kellogg's corn flakes failed in India as Indians prefer warm milk with sugar, whereas the corn flakes are meant for cold milk. The document emphasizes that understanding local cultural values, behaviors and preferences is critical for effective advertising and product success globally.
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Culture in Consumer Behaviour By Ray Bawania and Abhishek Chand
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Consumer and Innovation Trends in Bread and Bakery
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Reference Hitt, M. A., Miller, C. C., & Colella, A. (2015). O.docx
Reference Hitt, M. A., Miller, C. C., & Colella, A. (2015). O.docx
McDonald's - case study by G. Hemalatha under Prof .Sameer Mathur
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AI Best Practices for Marketing HUG June 2024
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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