“Brand is the “f” word of marketing. People swear by it, no one quite understands its significance and everybody would like to think they do it more often than they do.”
Mark di Soma, Audacity groupWhat is your brand’s vision? Is it relevant for consumers and customers? How differentiated it is? Do you truly own it? Is it functionally, emotionally and/or purpose driven? How can you evolve it? How far should and can you stretch it? How can your brand build strong relationship with consumers and retailers? Do you need to build your brand equity? What should your brand equity be? How should you communicate it to your consumers?
I can advise you. I learned my craft in Unilever, one of the brand development powerhouse. And adopted its philosophy – the brand is the king. In the past 20 years, brand development philosophies developed in Unilever and selected few have been spread to other industries such as digital, gaming, insurance and banking. No wonder that nowadays even once conservative, button-up industries such as insurance lead the pack in developing relevant, emotionally driven brands.
→ → → HISTORY OF BRAND DEVELOPMENTAfter I learned my ropes in Unilever, I have helped global brands such as Kinder, Nutella, Ferrero Rocher, Tic Tac, M&M, Air Wick, Finish... to develop unique and differentiated visions, brand keys, positionings and execute them through advertising, packaging and new products. So, whether you need functional enhancements, increased emotional relevance or inspiring purpose for your brand, we can work together to select the best approach for your business.
Snuggle and Coccolino Fabric Softener – Transformation of the brand icon
Corporate Challenge
- Brand was old fashioned, childish, saccharine-sweet and exclusively focused on softening benefit and mothers with small kids
- Competition innovated aggressively, launching a host of new products
- The company need to revitalize the brand, making it more modern relevant for a larger group of consumers while managing it in the U.S. under the Snuggle brand name and in Europe under the Coccolino brand name
My actions
Explored consumer perception of the Snuggle the Teddy Bear, the Snuggle and Cocclino brand icon
- Defined psychological and anthropological profiles of current and future brand's consumers
- Analysed transformational paths of other brand icons such as M&M
- Advised top management on how to transition the brand on both continents
BUSINESS RESULTS
old packaging
new packaging
new product line
