This case study discusses repositioning the British cigarette brand Ronson in the Czech market. The brand's DNA is clearly defined as "British" but its meaning and appeal needed to be better understood locally. Researchers conducted exploratory research with consumers to understand different levels of what "Britishness" symbolized culturally. Three key associations emerged: British symbols, values, and feelings. Workshops with consumers then helped craft new positioning concepts translating Ronson's brand into a more culturally relevant symbol of Britishness in the Czech market. The result was a new positioning and communication strategy to develop the brand that was grounded in local consumer insights into British cultural identity.
Připravili jsme pro vás trendovou studii o m-commerce. Potřebujete se zorientovat v problematice, zjistit něco o důležitých technologiích a získat přehled o zajímavých projektech z celého světa?
To rebrand Czechia to:
1) Put it on travelers' shortlist of planned destinations beyond associations with just beer, Prague, and beautiful women.
2) Connect it to a broader set of mental associations and support sustainable growth of tourism.
3) Increase the perceived quality of Czechia as a tourist destination to attract more visitors, exports, investment, and immigration.
Připravili jsme pro vás trendovou studii o m-commerce. Potřebujete se zorientovat v problematice, zjistit něco o důležitých technologiích a získat přehled o zajímavých projektech z celého světa?
To rebrand Czechia to:
1) Put it on travelers' shortlist of planned destinations beyond associations with just beer, Prague, and beautiful women.
2) Connect it to a broader set of mental associations and support sustainable growth of tourism.
3) Increase the perceived quality of Czechia as a tourist destination to attract more visitors, exports, investment, and immigration.
This case study documents the branding strategy developed by Logio, a Czech supply chain management consulting startup, to establish itself as a category leader. Logio hired a branding agency to help them differentiate themselves from larger local and international competitors. Through analyzing competitors' branding and interviewing industry experts, the agency identified an opportunity for Logio to redefine the category around the central metaphor of "flow" to represent the movement and delivery aspects of supply chain management. The branding strategy developed under this metaphor helped Logio gain a distinctive voice in the market and start reaping benefits like improved lead generation and perceived leadership.
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
The document discusses a case study conducted to help reposition the Ronson cigarette brand in the Czech market. Researchers first analyzed how "Britishness" was perceived culturally to understand the brand's associations. Consumers created online visual collages and participated in workshops to develop new positioning concepts. The research identified three levels of Britishness associations - symbols, values, and feelings. This informed a new positioning strategy and communication guidelines to make Ronson a more culturally relevant symbol of Britishness. The last section provides a brief introduction to the company Idealisti and their approach to brand development.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
“In The Tipping Point, Malcolm Gladwell presents an important idea without any ‘how to.’ Now Bertrand Cesvet provides the ‘how to’ you need to create ‘Tipping Points’ for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.”
Stewart Emery, coauthor of international best-seller Success Built to Last
“Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans.”
Guy Laliberte, founder, Cirque du Soleil
“Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.”
Rupert Duchesne,CEO of Aeroplan
“Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.”
Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart!
Embed into Your Products and Experiences the Ingredients that Drive Advocacy:
Create products and services that consumers find truly significant
Intensify consumption experiences to transform your brands into market leaders
Don’t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers
For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull.
1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
Insights cultural diversity and revolutionary change semiotics in emerging ma...LeapFrog Strategy
Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a thought through research process. Nowhere is the role of semiotics more important than for international business units looking to learn about developing markets and the increasingly diverse and fluid cross-cultural patterns that characterize globalization today.
Nivea realized it needed a better way to generate consumer insights from the large amount of data it collects. It developed a proprietary method where brand managers participate in workshops facilitated by Idealisti to distill insights. The workshops lead managers through analyzing relevant data to developing a deep understanding of consumer needs and formulating insights. The insights are then used by Nivea's central strategic unit to develop products and marketing initiatives years in advance. The process has proven effective at translating corporate data into useful consumer insights.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
The document discusses the future of brands. It notes that in today's economy defined by short product lifecycles and expanding access to goods and services, people's attention has become the scarce resource that companies must compete for. As products become more commoditized, brands will need to appeal to consumers' self-image and lifestyle to differentiate. Brands will also have to move beyond functional benefits to expressive and central values that consumers can relate to at a deeper level. The document argues that brands will take on even greater social significance as communicators, producers of culture, and new existential guides in a world where their role extends beyond products into language, media, places, and social causes.
This is a case study about Coca-Cola's Project Highjack. Project Hijack was an on-going market research online community and co-creation workshop with hundreds of young people created to do one thing: get under the skin of young shoppers.
Esomar 2010 Presentation
Future of brands: Changing the NOW of AdvertisingWaqar Riaz
The document discusses the future of brands and the role of advertising agencies. It argues that brands were built on meaningful promises to communities, not control over data or consumers. It says the future of brands lies in advertising with people, not to them, by giving consumers a voice. It notes that clients now fear consumers due to a loss of control, while agencies are obsessed with new technologies but use the same old approaches. The future of brands and agencies depends on adopting new mindsets focused on dialogue rather than broadcasts to build trust between brands and their communities.
SWEDISHNESS SELLS: Brand Perception in Germany and Sweden.MANDEL
This document discusses how the image of a country can influence brand perception and vice versa. It examines Sweden's nation branding strategy and how Swedish brands communicate their Swedishness. Some key points:
1. Sweden has developed a coherent nation branding strategy focused on communicating values of innovation, openness, care and authenticity, summarized as "progressivity."
2. Swedish brands actively promote their Swedish origin through symbols, language references, and imagery related to Swedish culture and landscapes. This "borrowed origin" aims to increase brand recognition and trust.
3. Sweden ranks highly in global indexes measuring aspects like quality of life, education, talent, and economic competitiveness. However, its brand image is stronger in culturally
Consumers, Culture, Media, and Brands - Guest lecture pt. IIHenri Weijo
How consumers have evolved as readers of media texts and what this means for brands. A guest lecture by Henri Weijo (http://www.facade.fi) at the Helsinki School of Economics. Course: Brands in Strategic Marketing.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this new environment.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
The document discusses how brands must evolve into media platforms and adopt an always-on marketing approach to succeed in today's connected world. It emphasizes that brands need to focus on listening to audiences, creating engaging content, and continuously measuring their performance. The document provides a framework called "The Connected Marketing Playbook" that guides brands through essential activities like creating a customer listening program to understand audiences and engaging audiences through content and community.
This case study documents the branding strategy developed by Logio, a Czech supply chain management consulting startup, to establish itself as a category leader. Logio hired a branding agency to help them differentiate themselves from larger local and international competitors. Through analyzing competitors' branding and interviewing industry experts, the agency identified an opportunity for Logio to redefine the category around the central metaphor of "flow" to represent the movement and delivery aspects of supply chain management. The branding strategy developed under this metaphor helped Logio gain a distinctive voice in the market and start reaping benefits like improved lead generation and perceived leadership.
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
The document discusses a case study conducted to help reposition the Ronson cigarette brand in the Czech market. Researchers first analyzed how "Britishness" was perceived culturally to understand the brand's associations. Consumers created online visual collages and participated in workshops to develop new positioning concepts. The research identified three levels of Britishness associations - symbols, values, and feelings. This informed a new positioning strategy and communication guidelines to make Ronson a more culturally relevant symbol of Britishness. The last section provides a brief introduction to the company Idealisti and their approach to brand development.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
“In The Tipping Point, Malcolm Gladwell presents an important idea without any ‘how to.’ Now Bertrand Cesvet provides the ‘how to’ you need to create ‘Tipping Points’ for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.”
Stewart Emery, coauthor of international best-seller Success Built to Last
“Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans.”
Guy Laliberte, founder, Cirque du Soleil
“Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.”
Rupert Duchesne,CEO of Aeroplan
“Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.”
Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart!
Embed into Your Products and Experiences the Ingredients that Drive Advocacy:
Create products and services that consumers find truly significant
Intensify consumption experiences to transform your brands into market leaders
Don’t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers
For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull.
1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
Insights cultural diversity and revolutionary change semiotics in emerging ma...LeapFrog Strategy
Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a thought through research process. Nowhere is the role of semiotics more important than for international business units looking to learn about developing markets and the increasingly diverse and fluid cross-cultural patterns that characterize globalization today.
Nivea realized it needed a better way to generate consumer insights from the large amount of data it collects. It developed a proprietary method where brand managers participate in workshops facilitated by Idealisti to distill insights. The workshops lead managers through analyzing relevant data to developing a deep understanding of consumer needs and formulating insights. The insights are then used by Nivea's central strategic unit to develop products and marketing initiatives years in advance. The process has proven effective at translating corporate data into useful consumer insights.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
The document discusses the future of brands. It notes that in today's economy defined by short product lifecycles and expanding access to goods and services, people's attention has become the scarce resource that companies must compete for. As products become more commoditized, brands will need to appeal to consumers' self-image and lifestyle to differentiate. Brands will also have to move beyond functional benefits to expressive and central values that consumers can relate to at a deeper level. The document argues that brands will take on even greater social significance as communicators, producers of culture, and new existential guides in a world where their role extends beyond products into language, media, places, and social causes.
This is a case study about Coca-Cola's Project Highjack. Project Hijack was an on-going market research online community and co-creation workshop with hundreds of young people created to do one thing: get under the skin of young shoppers.
Esomar 2010 Presentation
Future of brands: Changing the NOW of AdvertisingWaqar Riaz
The document discusses the future of brands and the role of advertising agencies. It argues that brands were built on meaningful promises to communities, not control over data or consumers. It says the future of brands lies in advertising with people, not to them, by giving consumers a voice. It notes that clients now fear consumers due to a loss of control, while agencies are obsessed with new technologies but use the same old approaches. The future of brands and agencies depends on adopting new mindsets focused on dialogue rather than broadcasts to build trust between brands and their communities.
SWEDISHNESS SELLS: Brand Perception in Germany and Sweden.MANDEL
This document discusses how the image of a country can influence brand perception and vice versa. It examines Sweden's nation branding strategy and how Swedish brands communicate their Swedishness. Some key points:
1. Sweden has developed a coherent nation branding strategy focused on communicating values of innovation, openness, care and authenticity, summarized as "progressivity."
2. Swedish brands actively promote their Swedish origin through symbols, language references, and imagery related to Swedish culture and landscapes. This "borrowed origin" aims to increase brand recognition and trust.
3. Sweden ranks highly in global indexes measuring aspects like quality of life, education, talent, and economic competitiveness. However, its brand image is stronger in culturally
Consumers, Culture, Media, and Brands - Guest lecture pt. IIHenri Weijo
How consumers have evolved as readers of media texts and what this means for brands. A guest lecture by Henri Weijo (http://www.facade.fi) at the Helsinki School of Economics. Course: Brands in Strategic Marketing.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this new environment.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
The document discusses how brands must evolve into media platforms and adopt an always-on marketing approach to succeed in today's connected world. It emphasizes that brands need to focus on listening to audiences, creating engaging content, and continuously measuring their performance. The document provides a framework called "The Connected Marketing Playbook" that guides brands through essential activities like creating a customer listening program to understand audiences and engaging audiences through content and community.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Alisa Leonard
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this environment.
HumanKind Quotient: Does your brand speak human?Leo Burnett
This document discusses research on brands that speak "human" and connect with people in a meaningful way. The research, called the HumanKind Quotient, analyzed global brands across countries and categories. It found that brands with a clear human purpose that is brought to life through tangible acts outperform competitors on key metrics like market share and loyalty. Specifically:
- Brands that focus on a real human purpose and use that to guide relationships and acts of value for people are more effective brands according to the research.
- The HumanKind Quotient provides a way to measure how well brands are speaking "human" and translating that into real brand equity.
- In emerging markets like Brazil, Russia, India and
This document proposes ideas for HSBC to promote their brand message of "HSBC Helps You Unlock the World's Potential" through engaging content. It discusses how crowdsourcing, wisdom of crowds, and social networking unlock potential value. It then proposes five ideas, including "The Insiders" - a TV series following entrepreneurs challenged to create prosperity in emerging markets, guided by HSBC experts. The idea aims to demonstrate HSBC's expertise and insights while testing the entrepreneurs' skills.
This document discusses how semiotics can help understand sustainability in different markets. It analyzes six emerging themes around sustainability in BRIC countries: 1) Collaborative action is important in Brazil, India, Russia and China; 2) Preserving nature and traditions is seen in China and India; 3) Corporate initiatives coexist with community efforts; 4) Consumer self-management of sustainability occurs along with top-down government projects; 5) Creative experimentation combines art, science and reuse in Brazil and India; 6) Eco-friendly products are gaining value where recycling was once associated with poverty. Semiotics decodes brand communications and cultural meanings around sustainability to understand changing consumer behaviors.
1) Coca-Cola wanted to develop a brand story that was relevant to Czech teenagers as authentic local brands were gaining popularity.
2) Researchers lived with Czech teen groups, observing their daily activities and habits through photos, videos and focus groups to understand their lifestyle.
3) They produced a short documentary telling the story of Czech teen life in their own words, media, and music to inform business decisions in a more impactful way than a presentation.
Jupí, a juice brand owned by Kofola, a CSD (carbonated soft drink) producer in the Czech Republic, wanted to expand into the competitive juice market. Idealisti helped Kofola develop "juice stories" and test them with consumers to identify promising concepts. This informed the development of Jupí brand names and identities. Kofola was then able to successfully develop and market a range of juice products under the Jupí brand, including Frupper and Snipp, establishing its competence in juices.
This case study describes Yoplait's challenge in revitalizing its core yoghurt product, Yoplait Košík, which had lost market share. Yoplait worked with Idealisti to design a three-month internal process to develop a new flagship product. Through workshops and discussions, the process led to a new fruit yoghurt called JO without additives. JO taps into consumer trends of preferring simple, wholesome, local products. The process helped Yoplait replace its core product and differentiate itself in the competitive market.
Improvisational theater techniques can help improve business skills. Through role-playing exercises, workshops teach communication, empathy, and teamwork. Participants work in small groups with a theater director to practice speech, body language, and drama games based on real business challenges. The goal is to develop interpersonal skills, communication, collaboration, and trust that can be applied on the job. A past example described a sales team that benefited from this approach compared to conventional training.
1. Case study
Ronson: British Connection
How to find an appealing and
effective positioning on a price-
oriented market
12/17/2012 www.idealisti.eu 1
2. Co-creating Ronson positioning with
the local consumers
What does the Challenge against cheaper brands. This is
Cigarette market is undergoing changing the economy segment
“Britisheness” from within: for
constant change, mainly due to
and London the changing legislation and tax consumers, price is no more the
mean for the regulation which both are very single sufficient distinctive
local feature of brands in this
restrictive towards tobacco
segment;
consumers? industry. It is limited not only they demand more
Does the new by marketing communication sophisticated brand
restrictions but also by price propositions, formerly reserved
positioning
issues. These issues gave rise to for the upper segment. Ronson
have the the massive “economy” is one of the economy brands
potential to segment which today is vital for from JTI. Its brand DNA clearly
extend current creating market share and sales define it as “British”. JTI wanted
target group? volume. Premium brands to see just to what extent is this
remain relatively proposition attractive and
How can the differentiating for the
consumers use stable, however, the mid-price
consumers.
players have a much harder
the self- time justifying their price
expressive premium Continued on the next page >
benefits of the
12/17/2012 identity?
brand www.idealisti.eu 2
3. “Britishness” Solution nuances of Britishness visually
We designed the project as a (through Glogster). Last but not
doesn’t mean least, creative workshops with
combination of exploratory and
British Queen creative approaches done in consumers were held where
and flag only in collaboration with consumers final positioning concepts were
consumers’ themselves. At first it was vital crafted. Also, the
to understand what representations of
minds. It has “Britishness” from the early
“Britishness” meant in the
many more minds of local consumers. For stage of the research where
cultural this, we used semantic analysis discussed in the groups.
meanings on a of news sources and pop-
culture texts where we wanted
deeper level. to learn in just what contexts
The Result
The research delivered a
and collocations the idea of
comprehensive map of
Britishness lives. Next, the
perceived Britishness in the
consumers involved in the
minds of the Czech cigarette
research/creative group panel
smokers. It identified three
had to come up with online
levels /clusters of associations
collages expressing these
Continued on the next page >
12/17/2012 www.idealisti.eu 3
4. that were the most salient: About Idealisti
British symbols, British Today's ideas will become
tomorrow's world
values, and British “feelings”.
These were further elaborated Not only we (still) have ideals but also we
believe that most of what we experience
into communication concepts today and what makes up our world has
and a process was designed to been here yesterday in a form of an idea.
transform the Ronson brand We believe in the transformative power
of thoughts (in the form of brands, for
into a more culturally relevant example), in their power to move also
symbol of Britishness. The very material and sometimes heavy
things like pianos, buildings, cars, jars of
result was not only a new face care lotions or even people.
positioning but also a detailed We help create and steer brands – ideas
roadmap for the development which have the ability to animate
organizations, infuse consumption with
of a communication strategy. meaning and bring about good things to
Also, we delivered specific life. We always do it in dialogue with
those in charge of brands (which is just
creative guidelines for internal about anyone who has ever heard of the
and external treatment of the brand) and with the notion that all the
ideas-brands will have to compete for
brand. their existence in the free arena.
12/17/2012 www.idealisti.eu 4