brand strategy case studies
Post on 10-Mar-2016
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randall beren positively brighter marketing positively brighter marketing
KICKFIRE
Make Great Marketing TogetherKKKicicicKKKFFFireireireireireire
randall beren positively brighter marketing positively brighter marketing
KICKFIRE
KICKFIRERE-BRANDING INITIATIVE
Challenge
Distinguish newcomer AccelerateNow in a crowdedmarketplace of similar companies offering software-as-as-service
marketing project management solutions
Key Strategies
Re-name company and product KickFire to convey the“smashing success” professional marketers are capable of achieving
using the software’s communication and collaboration tools
Introduce high-level brand messaging in the form of a tagline that simply and powerfully communicates the products key
feature (collaborative marketing tools) and key benefit(creating successful marketing campaigns in a team environment)
Tagline
Make Great Marketing Together
Media
Brand IdentityBrand Tagline
Business Systems
Agency
Cymbic Interactive /Profile Design
Role
Brand StrategyNaming
Copywriting
randall beren positively brighter marketing randall beren positively brighter marketing positively brighter marketing
DOS EQUIS
Dos EquisOriginal Website Branding
Challenge
Develop brand strategy and messaging for Dos Equis’ first consumerwebsite that compliments and expands upon the current advertisingcampaign - Viva La Revolucion! - and further helps move the brand
“beyond burritos” in the minds and purchasing habits of consumers.
Key Strategies
Translate “Viva La Revolucion!” into “Live the Revolution!” and develop a socially responsible web campaign that encourages visitors to live a purposeful, free-thinking revolution of mind, body and spirit.
Position Dos Equis as a conscientious beer brand that doesn’t engage in the silly, sexist or scheming
marketing tactics normally found is beer promotions.
Create a “manifesto” that articulates this strategy and invitesvisitors to Revolt, Research, Rethink, Respond and Recreate to
navigate through the site and participate in the campaign
Key Messaging / Tagline
Live the Revolution!
Media
Consumer Website, Online Promotion
Agency
Real Branding
Role
Strategy, Copywriting Creative Direction
randall beren positively brighter marketing positively brighter marketing
NATURAL CASTLE
randall beren positively brighter marketing positively brighter marketing
NATURAL CASTLE
Natural CastleEnvironmental Home Center
New Branding Initiative
Challenge
Brand a new sustainable building supply retailer after the merger of two previously independent companies - Environmental Home Center and Environmental Building
Supplies - to better position itself for growth, expansion and marketplace supremacy
Key Strategies
Name merged company Natural Castle and retain company #1’s name as the descriptive, sub-brand name.
Natural Castle is both what customers aspire to create(a healthy, safe, environmentally responsible home) and what
the stores themselves are (green building “super centers”).
If every man’s home is his castle, every green-mindedperson’s home is his or her Natural Castle.
Natural for its eco/green connotations. Castle for its sturdy/durable/built-to-last andstately/regal/chateau/mansion connotations.
Key Messaging / Tagline
Build Green. Live Grand.
Media
Name, Identity, Tagline, Retail Design System
Agency
Waterseed
Role
Strategy, Naming,Design, Copywriting
randall beren positively brighter marketing positively brighter marketing
UT-STARCOM
randall beren positively brighter marketing positively brighter marketing
UT-STARCOM
UT-STarcomFirst U.S. Branding Campaign
Challenge
Develop comprehensive brand platform for leading Chinesetelecommunications business entering U.S. marketplace.
Key Strategies
Position the company as offering “tomorrow’s technology, today.”
Turn the liability of the nondescript “wedge” logo into an asset by embodying it with meaning to represent the company’s “cutting-edge” technology
Introduce five brand tenets – Innovative Technology, Invaluable Investment,International Scope, Interpersonal Service, Integrated Solutions – to vivify
and delineate the company delivers “cutting-edge” proposition
Corporate Tagline
Next Generation Technology. Now.
Brand Messaging
Cutting Edge is... Innovative Technology, Invaluable Investment, International Scope, Interpersonal Service, Integrated Solutions
Media
Brand Messaging,Corporate Tagline
Collateral, Website
Agency
Cymbic Interactive /Profile Design
Role
Brand Strategy,Creative Direction
Copywriting
randall beren positively brighter marketing positively brighter marketing
DEL MONTE
randall beren positively brighter marketing positively brighter marketing
DEL MONTE
Del MonteFruit Smoothie Blenders
Product Launch Advertising
Challenge
Create memorable, enticing advertising to engage mothers, students and others who love smoothies, but previously had to go outside-the-home to enjoy one
Key Strategies
Showcase the packaging prominently so consumers can easily recall and identify the new product in their grocers’ freezer section.
Bring the animated packaging to life with photo-realistic imagery to further reinforce the product
Emphasize the product’s ease-of-use and make-at-homefeatures with fun, attention-grabbing, high-impact headlines
Key Messaging / Tagline
Real Fruit. Real Convenient. Just Add Ice and Blend.
Media
Full-Page Newspaper Advertising
Agency
McCann-Erickson
Role
Strategy, Copywriting,Design Concept
randall beren positively brighter marketing positively brighter marketing
BOOSTWORKS
randall beren positively brighter marketing positively brighter marketing
BOOSTWORKS
BOOSTWORKSBrand Enrichment
Challenge
Enrich brand to better convey the company’s “performanceenhancement” niche in the network software technology space
Key Strategies
Change tagline from “Accelerating the Last Mile” to“Fuel for Fast Networks” to more clearly and more memorably characterize the company’s key offering
Introduce the a gas can symbol to serve as an iconographic memetic used on all branded marketing materials
Expand “fuel for faster networks” concept to a unique,buzz-creating trade show theme featuring a booth designed
to look like a service station – information kiosks in theform of fuel pumps, tool carts used a presentation desks,Union 76-like signage, staffers dressed in mechanic shirts
with embroidered name patches – and a “free gas for life”promotion aimed to drive booth visits and demo trials.
Brand Messaging / Tagline
Fuel for Faster Networks.
Media
Tagline, Collateral Advertising, Website
Trade Show Marketing
Agency
Kimball Group
Role
Brand StrategyCreative Direction
Copywriting
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