Welcome to the2013 Midyear Conference
Thanks to Session Sponsor:Archeios
Branding @ 360°The Brand, The Re-Brand & Everything in Between
Kendal SummersChief Creative Officer
Senior Director, New & WBE Business Development
OmniSource Marketing
3 Volunteers
Pen & Paper ReadyFirst 3 Things that Come to Mind
Brandinghas the power
to connect
Organizationswith
Consumers
Ways Pepsi’s re-branding was
#Winning…
1. Conveyed Thoughts and Ideas
2. Relating to almost Universal
Values
3. Resonated with People
4. Triggering Feelings
5. Feelings Anchor the Conceptual
6. Feelings Influence Future Choices
Ways Pepsi’s re-branding was
#Winning…
Feelings conveyed…
Surprise Delight Humanity Hope Love
Branding made Americans feel good about Pepsi.
Strong Feelings are Characteristic of Loyal Fans.
#Winning tactics, from Pepsi…
1. Branding Unfolded | Scheduled
Serendipity
2. Edgy, Current, Witty, Delightful
3. Clean, Simple Visuals
4. Interactive and Engaging
5. Leveraged Power Colors
6. Beyond Words, to Energy &
Essence
Find Your Beach(and find any place where your great branding
might adversely impact your supply chain!)
Lessons from Corona…
1. External Branding Outpaces
Infrastructure
2. Multiple Points of Consumer
Interruption Key
3. Make “Trading Up” Easy
4. Identify Nexuses of Success
Bet On Us – Initiative Outcomes 1. 2011 Same Period Sales up 9%
2. Revenue per Transaction up 28% (Big
Packs)
3. Brand Advocacy by Merchandisers a
Bankable Asset
4. Best Practices Established for other
Key Periods
5. Winning Initiatives are Fun!
Bet On Us – a branding initiative1. Multiple Points of Consumer
Interruption & More Display Space Critical to Same Period Sales Increase
2. Marginal Space Increase = Exponential
Sales
3. Restocking/Maintenance is Critical @
Holidays
4. Distributor Merchandisers = Key Nexus
5. Store Managers = Key Influencers
Branding Activity1. Future FCA Annual Conferences – how
to double attendance?
2. What’s a reasonable time frame for
the goal?
3. What points need enhanced? Value?
Branding?
4. What Pepsi takeaways might help?5. As with Corona, what Nexuses must be
Engaged to assure success?
Questions
THANK YOU (: