Post on 07-Aug-2015
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what is brand communication?
aimee tasker|hyper island|brand communication
“a brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well” (Jeff Bezos)
brands need to have a clearvision internally and externally that is transparent in everything they do
brand values are core to thefabric of the company and mustreflect in products and services
what change is the brand doing or wanting to contribute to
the world and why
founded 1886 founded 1998
selling ‘ugly’ drinks 1999
‘yes’ or ‘no’ bindetermines openingcompany
2000 40% profit to charity
2008
2007
2006
2005
2004
2002
2011
2010
2009
“create a business we can be proud of”
rebrand -create recipe book -
almost bankrupt! - - foundation begins 10% profits to ‘good things’£1.3m raised and helped 330K people- rebrand + 1ltr carton = 650%>- learning academy starts
kids own cartons -thinking about ice cream -
- TV advert- make another book- expand offices globally
10% recycled plastic bottles -“a world first, which makes us proud”
Richard apologies on Watchog -for dodgy smoothies
now 100% British sourced -- Veg pot launch- feedback AGM
10yrs of learnings book -official 2/5 a day fruit -
launch fruit tubes -Coke invest
- Prime Minister visits ‘fruit towers’- save the bees- shoreditch cafe
bird capes -juice launched -
#1 best selling smoothie (EU) -introduce value carton -
191K followers40.9K tweets
since march 2008
“to refresh the world - in mind, body and spirit”
what’s thepurpose?
2012
2013
2014
- #innocentinspires investing innew entrepeneurs- the big knit- Olympics smoothie
- innocent ‘chain of good’with philosophy tastes good,does you good, do others good
a lot of support to a lot -of charities and causes on
a global scale
700K+ 200+ sold countriesemployees
#1 brandfacebook 82m
likes2.49m followers
90.5K tweetssince march 2009
pharmacist Dr. Pemberton1887patent to protect secret formula
1916 contour bottle manufactured1920app. 1K sales
1928 at Olympic games & introduce6pack so ‘part of people’s lives’1941
‘every man in uniform gets abottle of coke for 5c’
1960-66 - get coke in ‘arms reach of desire’- develop Fanta, Sprite, Fresca, TAB
1970’sbrand reflects ‘fun, friends &
good times’
1971 TV ad - ‘I’d like to buy the world a coke’
1981new CEO, new strategy =
‘intelligent risk taking’incl. producing Diet Coke
1985change formula/taste(New Coke) - IS NOTLOVED - bring backClassic Coca-Cola1990’s
focus of supporting sports incl.Olympics, FIFA world cup,
rugby world cup & nationalbasketball association
1993- polar bear introduced- ascertain Powerade, Oasis& Schweppes1997
2000
2009
2010
2012
2014
2011
2013
selling 1bil products every day
- efforts for sustainable framework- transparency with nutirional infogaining trust of consumers
to inspire moments of optimism and happiness...
Live Positively launches - buildingsustainability to everyday -
support communities & healthinvest in innocent - - FIFA world cup
- Winter Olympics
125yrs of coke! with 400+ brands
to do good
so to see how brands communicate today, let’s see the evolution...
trust reliabillity delight
if marketing is what you do and branding is what you are, how can this be communicated?
+ +
logo + +what is a brand? not a brand=
facebook420Klikes people helped
530K projects
47 £1.9mhelped to
change lives
what are the current trends of brand communication?
are coca-cola and innocent communicating effectively as brands to current thinking?
huge shift to mobile withglobal mobile traffic
representing 17.4% of allinternet traffic
83% of learning occursvisually and enables the
emotional power of imagesto connect to the consumer
expanding universe of‘digital influencers’ and
volume of real-timeconversations with brands
definitions of ‘news’ ischanging with evolutioncreating PR, content andstories generating visibilty
idea of creating ownuniverse taps into emotionaldesire as unqiue personalities
speed to react to bad orunexpected threats with
transparent communication
tracking channels andpublic relations to gain
game-changing insights
in hyper-connected worldthere is now the trend for
hyper-transparentcommunication and honesty
need to manage successfulorganisational changeand sustainability with
purpose
driven by technoligicalinnovations there is a
trend towards completeintergrated communication
instagraminstagram followers 31K160K live positively
selling 1.7bil products every day -‘share a coke with a friend’ -
- partner of RED campaignpreventing HIV transmission
- ‘hug me’ coke machine- ‘friendly twist’ bottles- ‘happiness from the skies’ drones- FIFA & ‘have your say’ campaigns
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1 Neumeier, M. (2007). The Brand Gap. [online] Slideshare.net. Available at: http://www.slideshare.net/coolstuff/the-brand-gapBusinessweek.com, (2004). Online Extra: Jeff Bezos on Word-of-Mouth Power. [online] Available at: http://www.businessweek.com/stories/2004-08-01/online-extra-jeff-bezos-on-word-of-mouth-powerNeumeier, M. (2007). The Brand Gap.Galbraith, J. (2014). 10 Global Communication Trends in 2014 - WPP. [online] Wpp.com. Available at: http://www.wpp.com/wpp/marketing/publicrelations/10-global-communication-trends-2014/ Investors, Company, and Page, (2014). Our Company - The Coca-Cola Company. [online] The Coca-Cola Company. Available at: http://www.coca-colacompany.com/our-company/ innocent - little tasty drinks, (2014). innocent - little tasty drinks. [online] Available at: http://www.innocentdrinks.co.uk/us/our-storyInvestors, Company, and Page, (2014). Our Company - The Coca-Cola Companythe innocent foundation, (2014). the innocent foundation. [online] Available at: http://www.innocentfoundation.org/O'Reilly, L. (2013). Coke increases stake in Innocent to near 100% | News | Marketing Week. [online] Marketingweek.co.uk. Available at: http://www.marketingweek.co.uk/news/coke-increases-stake-in-innocent-to-near-100/4005796.article
brandcommunicationgoodbrand
communicationgood what
changetheycould
to communicate
betterseveral mobile app
games for kids
fun playful social brand personality
complete transparencyfrom their start
approach alwayshuman-centred
pride themselves onfulfilling their value
statement
instant apologising ifbrand fails its values
partners and supportscharities in
sustainabilityand postive change
for people
cool, fun, trendy,competitive personality
innovating physicalproducts and services for
early adopters
now that coca-cola own almost 100% of innocent, their products are appearing in more shops globally. innocent need to maintain their instristic values are
not lost. they could also learnto be more innovate like
coke and create fun and playfuldigital experiences to keep up with the
trends in this digital savvy era.
tracking trends andpersonalising innovationscountry specific to them
investing visibly andpromoting sustainbility,
partnering with eco consciousand empathetic brands
lots of imagery showingsports and activities to promote
healthy living
active conversationallyon social media, ranking #1
on facebook shows consumercommitment to brand
coca-cola are present in the mobilesphere but they don’t seem to have aholistic approach to their ecosystem.
If they implemented a new mobilecentralisation for their brand they
could encompass their products intoa one-stop experience with the brand.
they could learn from innocent and be moretransparent, determine them as a more compasstionate
brand with a cool persona.
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