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- 1. Transforming business through branding Nir Wegrzyn, CEO A lecture to the Israeli Business Club 16 Oct 2013
- 3. There is nothing in a caterpillar that tells you it is going to be a butterfly
- 5. BrandOpus. BrandOpus was established in 2006, since then we have grown year on year. Turnover £7.5m, 68 people. Offices in London and Melbourne. We are currently in the Top 5 packaging design agencies in the UK. 70% of our growth has come via existing clients.
- 7. “the transformation is already present in things... You have to find a golden path between order and chaos. If there is too much order, it is dead; if there is too much chaos, it doesn't cohere. I'm continually negotiating a path between these two extremes.” Anselm Kiefer
- 16. Branding is commercially effective Commercial effectiveness.
- 18. Latest thinking about consumers and branding.
- 19. Latest thinking in branding. The consumer’s relationship with brand is neither rational, nor cognitive. And although consumers are aware of communication, they are not cognitive of the influence of branding.
- 22. Can anyone tell me what this is?
- 23. Did you see the baseball player?
- 25. It is a baseball player.
- 26. Symbols are learnt, but once learnt, meanings are set
- 27. Great brands have memory structure. And the memory creates meaning
- 31. Nike, the Greek goddess of victory
- 32. Metaphors create meanings. Metaphors have the ability to transport ideas from one place to another. Brands work when they are metaphors and they work better when they are visual.
- 40. Realising potential. The engaging redesign has retained Grove's share of the total market and reinforced its position as market leader. 50% Market share – the leading brand in the organic juice market once again.
- 41. Brand influences… Through the introduction of a wider thought that frames the brand and changes what people think about a product.
- 44. UB vs Asda – Penguin & Puffin.
- 45. UB vs Asda – Penguin & Puffin.
- 46. UB vs Asda – Penguin & Puffin.
- 47. Read this aloud…
- 48. Now read this aloud…
- 49. And this?
- 52. How many times does the letter F appears here? FINISHED FILES ARE THE RE SULT OF YEARS OF SCIENTI FIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS...
- 60. This is the F-15 fighter jet
- 61. Which one is the F-15?
- 62. The F-15 has square engines
- 63. Which one is the F-15?
- 64. F-15
- 65. We use unique minor detail for speedy recognition F-15 Drawing attention to the significant detail allows overall recognition.
- 66. We use unique minor detail for speedy recognition. We recognise things not by their sameness, but by their visual distinctiveness.
- 67. Brand identity & Meaning.
- 70. The strategy. To achieve the overall retail commitment we need consumers to re-evaluate the McCain brand. We need consumers to see us differently so that they behave differently. A key pillar in achieving this is literally getting consumers seeing McCain differently. A new identity has been established to drive reappraisal and symbolise this change as well as a master-brand approach and new segmentation portfolio strategy. We have established how this works on potatoes within GB. We now need to establish how it will be applied in Australia across each of the five different categories: potatoes, ready meals, pizza, vegetables and fruit.
- 74. 40% of pack dedicated to identity landscape Trademarked Masterband wordmark Trademarked McCain Identity comprising of the sunshine, bird, McCain brand name, landscape wave Trademarked McCain landscape comprising of the birds in the sky, trees, landscape background Non trademarked ---------------------------------Range specific bottom of pack colour ------------------------ Product Visual ‘French Fries’ product name
- 75. We are blind to our blindness People do not understand how their mind works and how they processes information. The brain is not a passive recipient of information, it is an active participant in the formation of perceptions.
Editor's Notes
- {"38":"Rather than the consumer recollection of the mass producing orange juice factory (that probably makes juice for private label too, making it easier for the consumer to opt for a cheaper ‘identical’ alternative)\n","27":"Add in something to give the phrase ‘memory structure’ extra gravitas and authenticity\nPerhaps we can relate this statement to the way Itiel believes we think?\n","16":"But above all producing work that is commercially effective\n","44":"Whilst trademark infringement is undeniably a serious crime, passing off is much harder to bring charges against, as it is challenging to collect evidence relating to the consumer memory structure of a brand.\nThe trademark infringement was not in place as ASDA did not actually use any actual trademarks, Passing off was proved by a market research that demonstrated that consumers that bought Puffin actually thought they actually bought penguin or significantly, thought that ‘penguin must make it for them’\nThe judge was shown a detailed deconstruct that demonstrated the amount of deliberate coping that must have taken place.\nThe judge said that had the Asda product been called "Bison" with an appropriate cartoon, the case would never have been brought. "The word Puffin is not very different in form from Penguin," he observed, and concluded: "The Puffin packaging and get up was, in the material sense, deceptively similar to those of the Penguin."\nThe judge cleared Asda of infringing UB's registered trade marks - the name and pictures \nof the bird - except for two incidents when the supermarket went so far as to use the phrase "Pick up a Puffin" in its advertising. \n","33":"Previously, the Grove Fresh\nBut the brand wasn’t a metaphor for anything.\n","11":"Make it a place where people want to be in order to get the best out of them\n","72":"The identity will be registered with separate elements registered separately:\nMcCain brand name and bird\nSunshine &Wave\nThe entire pack background isregistered as a series:\n- Birds in the sky\n- Trees\n- Landscape background and furrows\nNot protected:\nColour of pack\nColour of product naming\nProduct naming\nFood shots\nWhich is why the protection must be rested at the brand level\n","39":"Furthermore, the Grove tessellates when merchandised together in the fridge shelf.\nBringing the underlying concept behind the brand to life, reinforcing the memory of the natural source of the product in the consumer’s mind\nAnd ‘brand blocking’ to catch the eye in the hectic supermarket environment.\n","28":"The Apple…\n","17":"For a wealth of well known brands, and most often in long term partnerships.\n","45":"Nir to talk through how he helped to empower the brand going forward, following the case\n","34":"Everything on the pack, from the wording, regimented layout, and the generic product photography was literal.\nIt was clear - the consumer was getting orange juice – but nothing more.\n","12":"Enjoy yourselves together. But always with the pre cursor to learning something new.\nChristmas 2012 – Victoriana themed event to learn more about the Avant Garde Pre- Raphelite brotherhood at the Tate Britain\n","73":"From a legal perspective:\nOverall the creation of the branding across the top of the pack created an ownable feature which makes the pack more difficult to copy\nThe sunrays, yellow sky, trees and the bird create a series of ownable elements that contribute to this position\n","51":"This evening I have covered the basic principles of branding in the context of large, FMCG brands\nBut the principles remain true of all brands.\nIn order to be memorable, a brand needs:\nMeaning (Role outside product)\nVisual memory structure\nConsistent hierarchy of information\nArchitecture (a strategy to organise categories and ranges)\nI’d be happy to take any questions on what this means for your brand….\n","40":"The engaging redesign has retained Grove's share of the total market and reinforced its position as market leader.\nGrove has recaptured 50% of the marketplace, and has been recognised by industry publication, The Grocer, at their marketing awards.\n","29":"The first biblical symbol, indicative of Knowledge\nLiterally – by buying Apple you are enhancing your own knowledge – carrying an Apple product subliminally makes a statement about your intelligence\n","18":"Realising the latent potential of the brand\nBut it’s not just the working environment: our approach to branding is also quite unique\nWe are inspired by and partner with some of the leading thinkers in psychology, semiotics, decision making, and culture. \nUsing thinking from beyond our studio walls allows us to stay ahead of the game, and offer a different proposition to our contemporaries within the industry\n","46":"And the consequences of that now…\n","35":"As always happens when one is successful – the copy cats are never far behind.\nAnd through functional but poor brand design, Grove Fresh had left itself wide open to private label (and brand) impersonators.\nIt’s consumer base was eroded by the competition and the brand was left with a serious business problem.\n","13":"Office without offices, or doors\nTreading the line between order and chaos in order to create\n","41":"In short: Through the introduction of a wider thought that frames the brand and changes what people think about a product, a brand an be more influential.\n","30":"The Swoosh symbol\n","19":"Our takeaway from this external input, in short, is that:\nThe consumer’s relationship with brand is neither rational, nor cognitive. \nAnd although consumers are aware of communication, they are not cognitive of the influence of branding.\n","69":"Historical McCain Packs V’s Competitors - Own Brand / Aunt Bessie’s Imitation Tactics.\nColour of pack - predominantly blue background\nFood shot - chunky chips on a tray to cue oven cook function\nProduct naming - chunky cut oven chips \nOverall the packaging was not defensible, and due to the lack of brand ownership the pack was copied one way or another by everyone. \n","36":"By reimagining the brand, we have differentiated it within the market place:\nAll unnecessary information was dropped from the pack: ‘Fresh’ which was seen by the client as a big differentiator, was simply redundant as the product was merchandised in the chilled section of the supermarket.\nThe name was transformed to ‘Grove Organic Fruit Co.’ – hinting at the people behind the brand & allowing it the opportunity to expand out beyond juice\n","14":"and the result is this: award winning work….\n","42":"Trademark infringement is a violation of the exclusive rights attaching to a trademark without the authorisation of the owner, when one party uses a trademark which is identical or confusingly similar to that owned by another party, in relation to products or services which are identical or similar.\n","31":"Drawn directly from the shape of the wing of Nike, the Greek goddess of victory\nLiterally – flying on the Wings of Victory – why would you compete with anything else?\n","20":"But let’s go back to the original definitions of the word brand\n","9":"Open plan studio – no boundaries\n","81":"This evening I have covered the basic principles of branding in the context of large, FMCG brands\nBut the principles remain true of all brands.\nIn order to be memorable, a brand needs:\nMeaning (Role outside product)\nVisual memory structure\nConsistent hierarchy of information\nArchitecture (a strategy to organise categories and ranges)\nI’d be happy to take any questions on what this means for your brand….\n","59":"The brand architecture redesign allowed Rowse to launch 3 new SKUs across the Light & Mild and Supahoney ranges \nThe clear brand architecture across the wider portfolio allows ease of navigation. The portfolio is held together by consistent brand equities (honeycomb shape label containing a consistent branded framework). Within this, each range is clearly defined. The new design encourages the consumer to discover the world of Rowse honey. \n","37":"By replacing generic product shots with a tessellating illustrative fruit grove, the memory of the brand is now rooted in the natural origins of the ingredients.\n","26":"Symbols are learnt, but once learnt, meanings are set.\n","15":"Recognised by our peers, clients and industry leaders\n","43":"Passing off is a common law tort which can be used to enforce unregistered trademark rights. The tort of passing off protects the goodwill of a trader from a misrepresentation that causes damage to goodwill.\nA survey earlier this year by Which accused supermarkets of bamboozling consumers into buying their own-label products by copying the packaging of better known branded equivalents. \nThe investigation looked at 150 own-label products and found that a fifth of those questioned had accidentally bought a supermarket copy of a brand, at least once. 18% had deliberately bought an own-label product because it resembled the branded equivalent. 60% of these shoppers did so because it was cheaper, 59% wanted to see if it was as good.\nThe question of passing off or “intellectual property theft” as brand owners called it, first came to prominence in the early nineties when retailers realised they could grow sales and margins of own-label products if they improved the quality and made them look more like established brands.\nIt seems that the main driver is likely to be economic downturn. With consumer confidence down and many real incomes falling, own-label is taking a larger and larger share of supermarket turn over. The temptation for retailers is to sail as close to the brand leader as possible because, according to the British Brands Group, a lookalike pack can boost sales by fifty per cent or more.\n","32":"Metaphors have the ability to transport ideas from one place to another. \nBrands work when they are metaphors and they work better when they are visual.\nMetaphors create meanings\nSuccessful brands all have metaphors in common\n","21":"Most recently, industry leader John Hegarty of BBH advertising agency defined a brand as being a memory in our minds – an interpretation that we agree with.\n","10":"Details, but no formalities\n"}