Molekoola, Sustainability Consult Culture supports companies, brands, communities and individuals initiating, managing and implementing sustainable, innovative and growing brand enterprises by using proven marketing techniques to provide differentiated customer experiences.

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Ljubljana, Tivoli Park @Jakhel
Branding, Marketing,
Communication & Design Strategy
Consultancy
Ljubljana, April 2017

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Who…
Sustainability Consult Culture, consultancy
collective of seasoned business experts
helping growth-oriented companies design,
manage and build brand enterprises driving
profitable revenue growth through differentiated
customer experiences & connections.

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Choose…
your management, branding, marketing,
communication and design strategy
partner leading your company towards
sustainable growth, corporate governance,
circular economy practices.

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Build How…
sustainably, responsibly, circularly through
consulting, workshops, mentoring,
coaching, programmes & projects.

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Build What…
enhanced brand equities, structured
marketing programmes, communication &
design excellency ⇼ sustainable growth,
corporate governance & circular economy.

6. Services Structure
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BRANDING
Enhancing brand equities & values
MARKETING
Market-growth and customer-centric marketing systems
COMMUNICATION
Responsible communications for structured stakeholder outreaches
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DESIGN
Brand-enhancing, design thinking products, services & campaigns 4

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Brand Architecting®
5-step approach and implementation methodology for
results-oriented strategies.
(3)
create
(1)
audit
(2)
ignite
(4)
implement
(5)
measure

8. 5-stage methodology for successful & effective branding,
marketing, communication and design activities.
Brand Architecting®
8
month 1 month 2 months 3 month 4 month 5
1. AUDIT
Available in-house research, interviews with
key stakeholders, business plans, balance
sheets, desktop research, ad-hoc, tailored
research.
2. IGNITE
Status consolidation,
problem, challenge
recognition & definition, mind
mapping, objectives.
3. CREATE
Team selection, role allocation,
brainstorm, execution,
presentation, confirmation.
5. MEASURE
Results tracking, objectives
measurement, brainstorm,
correction upgrade.
4. IMPLEMENT
Activity plan, role re-confirmation,
execution in line with timeline,
tracking.

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‘A successful brand is an identifiable product,
service, person, place, augmented in such a way that
the buyer or user perceives relevant, unique,
sustainable added values, which match their needs
most closely. The more we enforce brand’s added
value, the stronger our brand competitive advantage
becomes.’
©Prof. Leslie De Chernatony, 1998

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‘Brands are complex multidimensional constructs
with varying degrees of meaning, independence, co-
creation and scope. They are semiotic marketing
systems that generate value for direct and indirect
participants, society, and the broader environment,
through the exchange of co-created meaning.’
©Francisco Conejo and Ben Wooliscroft, 2015
‘

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brand audit
brand
research
brand vision
scarcity or abundance of data,
processes, methodology,
resources
brand identity
+ strategy
relevant status report, diagnosis,
objectives setting
brand
architecture
brand
positioning
quality & quantity data audit,
interpretation and usage
renovate, change, adjust, setting
new result-oriented metrics & KPIs
vision, mission, value system
relevancy (internally & externally)
rebranding, objectives setting,
strategy (internally & externally)
current identity audit: relevant or
irrelevant
rejuvenated, changed brand
identity, positioning, strategy
brand architecture health check
(monolith, family), synchronicity
check
effective, result & positioning
oriented architecture (focus or
growth)
positioning relevancy (internally &
externally)
segment redefinition, new
positioning, distinctiveness
what challenge what purpose
Brand Architecting® is an issue-driven process. A well-structured
branding journey ensures effective, growth-oriented & impactful results.
Brand Architecting®

12. Brand Architecting®
12
rebranding
brand
management
brand voice &
storytelling
need for growth, business
restructuring, M&A, start-ups
brand equity
measurement
synchronised business processes,
increased revenue
brand
extension
brand
education
level of systematic brand
enterprise, NPD, marketing, sales
synchronisation
control, supervision, growth,
internal development, shareholder
reporting
non-unified brand voice
single brand voice, synced
storytelling for multi channelling &
stakeholders’ diversity
evaluating brand equity
start systematic brand metrics,
monitoring brand equity growth &
evolvement
need for growth, category, industry
expansion, start-up ecosystem
inclusion
set & follow brand vision, find
growth areas, focus, expand,
include
learn to talk brand language
path to efficient brand management
and business development
what challenge what purpose
Brand Architecting® is an issue-driven process. A well-structured
branding journey ensures effective, growth-oriented & impactful results.

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internal
branding
brand co-creation
- customers
brand
leadership
people’s disengagement, lack of
brand identification & loyalty
personal branding
coaching
brand engagement & brand
ambassadorship
speaking
engagements
brand bits -
brand blogging
brand indifference, awareness,
liking, loving, acting
brand ambassadorship
programme
reluctancy to act upon brand’s
benefits, positioning, leadership
facilitating, empowering brand
storytelling, ambassadorship,
influence marketing
top & middle management
personal and brand dissonance
coaching, facilitating brand and
personal value system harmony
and outreach
shying away from public,
professional, peer-to-peer
engagements
training, coaching, empowerment
towards brand empowerment
lacking brand, product, service
writing skills and confidence
education, training and
empowerment programmes
what challenge what purpose
Brand Architecting® is an issue-driven process. A well-structured
branding journey ensures effective, growth-oriented & impactful results.
Brand Architecting®

14. 7 benefits of a strong brand equity:
1. Be perceived differently and produce different interpretations of product or service
performance
2. Enjoy greater loyalty and be less vulnerable to competitive marketing actions
3. Command larger margins and have more inelastic responses to price increases
and elastic responses to price decreases
4. Receive greater trade cooperation and support
5. Increase marketing communication effectiveness
6. Yield licensing opportunities
7. Support brand extensions.
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Brand Anatomy to Brand Equity

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Linkedin
Facebook: Molekoola, Consult Culture
E-mail: barbsdrofenik@gmail.com
Mobile: +386 40 338 402
Skype: Barbka21
Sustainability Consult Culture