An Introduction To 21st Century Brands

13
An Introduction, June 2012

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Transcript of An Introduction To 21st Century Brands

Page 1: An Introduction To 21st Century Brands

An Introduction, June 2012  

Page 2: An Introduction To 21st Century Brands

21st Century Brands is a brand consultancy built for today’s commercial and cultural challenges

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We generate ideas from the heart of

the brand and connect them with

the ever-shifting consumer reality

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Brands prosper when people have a compelling reason to fit them into their complex lives

Insight is acquired through a fascination with the world around us. Commissioned insight is valuable, but no substitute for empathetic thinking

Innovation is a discipline that converts free-minded thinking into commercial success through single-minded focus

Ideas thrive when they are passed on. This happens when they are easy to understand. We create simplicity around a single, significant idea which we use as the organising principle for every brand action

Creativity adds brand value when directed by rigorous planning

Results are achieved when everyone in the team is empowered to contribute and convey. This happens when there is a well-structured process

our beliefs

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our work

21st Century Brands was set up to develop a revolutionary new brand for Tata Global Beverages

Since then, we have also worked with SPI to: - write the brand story for vodka brands Stolichnaya and elit - revitalise the packaging for Moskovskaya vodka - create, design and research concepts for a spirit

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our past

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our team

Jamie Lister, Director Jamie started his career at Diageo and was European Marketing Director for Coors. As a consultant he has developed new products, strategy and packaging for market leading drinks and automotive brands

Matthew Hayes, Planning Director A background in anthropology informs Matthew’s broad, cultural approach to brands. This has been commercially honed in a planning career spanning advertising, branding and digital environments. The result is a genuine 360° strategist, specialising in creating and launching new products for premium and luxury global brands

Jack Dhanda & Jamie Foss, joint Creative Directors Jack & Jamie set up together in 2008 and have built an experienced, energetic and multicultural studio with some of London’s leading branding and packaging designers. As well as award-winning creative talent, the team are expert in the technical aspects of structural design, print and production

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most days we live by our brand model

We think it's important for a brand consultancy to define its own brand and we hope our Clients will hire us and judge us against these brand values

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Call us when you…

…want to launch a new product

Our speciality is NPD. Our past includes the market-changing launches of of Beck's Vier, Sprite Zero and

the Classic Malts. A new product idea can come from anywhere so we create a bespoke process for each

project, creating concepts, names and pack designs and researching them when we need consumer

feedback - rather than allowing a research schedule to drive the project. We are commercially astute and

we can follow the new product into production, sales and launch communication to ensure that the

consumer experiences the new product in a format that they will buy

.... you need to revitalise an existing brand We can connect your brand's heritage with new consumers by generating commercially effective ideas

from the heart of the brand. We champion the brand in the context of today's consumers and competitors.

That sounds obvious, but too often brands play catch-up by abandoning their heritage to copy their rivals

or by jumping on an unconnected consumer trend. We combine brand understanding with consumer

insight and competitor analysis to help you reposition you brand, safeguard its future and increase its sales

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Call us when you…

.... you need an organising principle around which to build your brand

We can help you define the single, significant idea that steers your multi-faceted brand through its

complex environment. We believe that brand strategy can only be effective when it is clear and easy to

understand. We focus on revealing a governing idea - an organising principle - around which to base all

brand decisions. We don't dumb down to meaningless soundbites, but we will have failed if our output is

40 pages of PowerPoint

.... you need a compelling proposition & creative strategy to brief agencies

As a planning-led consultancy, we can plan your campaign communication, allowing you to focus your

agency relationships (or your agency pitch) on creativity and execution

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Call us when you…

....you need to write your brand story

Consumers form human relationships with brands and a compelling story can be the foundation for a

lasting friendship. Before we write, we will research your brand history, interview stakeholders, understand

consumers, analyse competitors and run a story workshop. Once written, the brand story can move

beyond copy and into audio recordings, video, photography and design

....you need to refresh your brand's packaging and visual identity

Our creative team are some of London's leading branding and packaging designers and drinks specialists.

As a new business, we can't put all our past work on our website, but we'd be happy to take you to a bar

and point out what's ours

....or simply when you have an inkling, but not a brief

We're good at getting a project off the ground, with the entrepreneurial vision to help you define goals and

the experience needed to avoid pitfalls. Call us before you know what you need - we can help you to work

out the brief.

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Contact us…

Jamie Lister

[email protected]

tel: +44 7766 710655

Skype: jamie.lister.london

21st Century Brands, Gable House, 18-24 Turnham Green Terrace, London, W4 1QP, UK

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