The document discusses the concept of "soft power" as an alternative to "hard power" for connecting with consumers and winning big with lower costs. Soft power involves using brand assets like product imagery, tone of voice, and packaging design to ethically persuade target consumers rather than investing heavily in new products, channels, or supply chains. Soft power is described as inspiring consumers through visuals and copy, crafting a strong brand identity and values, and creating an experience through branding elements rather than costly traditional marketing tactics.

1. During the Cognitive Revolution, our
species created the ability to transmit
information about things that do not really
existConnecting to consumers through Soft Power

2. Instinct suggests that to
win big you need to
invest big…
Size of the Prize
Costofentry
High cost/ low return High cost/ high return
Low cost/ high returnLow cost/ low return
HARD POWER
New product
New
Channels
Supply
Chain

3. We believe we can win
big, and cost effectively,
by mobilizing soft power
Size of the Prize
Costofentry
High cost/ low return High cost/ high return
Low cost/ high returnLow cost/ low return
SOFT POWER
Pack Design
Tone of
voice
Product
Imagery

4. It’s just a question of
defining ‘investment’
Size of the Prize
Costofentry
High cost/ low return High cost/ high return
Low cost/ high returnLow cost/ low return
New product
New
Channels
Supply
Chain
Pack Design
Tone of
voice
Product
Imagery
HARD POWER
SOFT POWER

5. And understanding the
rules of engagement
Size of the Prize
Costofentry
High cost/ low return High cost/ high return
Low cost/ high returnLow cost/ low return
New product
New
Channels
Supply
Chain
Pack Design
Tone of
voice
Product
Imagery
HARD POWER
SOFT POWER
Prepared to
change

6. What is Soft Power?

7. Use of brand assets to ‘ethically persuade’
target consumers

8. Soft Power is: Inspiring consumers through product imagery

9. Soft Power is: Inspiring consumers through product imagery

10. Soft Power is: The role of copy

11. Ella’s engaging TOV creates a narrative that aligns the
brand with fun, aspirational and modern lifestyles
Functional claims that sound like they’re true
Soft Power is: Tone of Voice

12. Soft Power is: Shaping a modern positioning with packaging design

13. Soft Power is: Crafting a strong visual identity

14. Soft Power is: Staying true to your values

15. Soft Power is: Creating Category leadership

16. Soft Power is: Creating an experience

17. Soft Power is: Creating theatre

18. Soft Power is: SMART POWER
• Naturally low in sugar
• Taps into key trends
• A sharp, stylish, confident ‘Millennial’
focused positioning
• Modern, distinctive packaging design
• Visual language that challenges
established adult soft drinks codes by
offering an exciting, disruptive yet
appealing aesthetic

19. That’s it, thank you.
James Hirst
Jamesh@rare-design.com
07900 981 785
Brand designers with a specialism for innovation
Find more here: http://rare-design.com/
55 RIDING HOUSE STREET, LONDON W1W 7EE