FILTERED WATER FILTERING OCEANS
TABLE OF CONTENTS PROJECT CONTEXTUALIZATION
BRAND POSITIONING MAP
BRAND TONE OF VOICE
PROJECT CONTEXTUALIZATION Having access to clean drinking water has never been more prevalent to the general public than it is today. Whether it’s a sanitation crisis at home like the events that happened in Flint, Michigan, USA in 2016 or a current threat of water shortage similar to that in Cape Town, South Africa, there is no denying waters basic importance in Maslow’s Hierarchy of Needs. In the 2017 report “Progress on Drinking Water, Sanitation and Hygiene” by the World Health Organization and UNICEF, they highlight global goals, targets and indicators for drinking water, sanitation and hygiene. This report shows the increased momentum towards the public’s growing need for purified water. 71 per cent of the global population (5.2 billion people) used a safely managed drinking water service; that is, one located on premises, available when needed and free from contamination (World Health Organization, UNICEF, 2018). SCALE aims to close that 29% gap with our sustainable marketing strategy. Much like a fish’s scale shields its skin from attacks by predators, SCALE is a water filter system whose goal is to shield its consumers from attacks in the form of chlorine, lead, mercury, cadmium, benzene, asbestos and similar contaminants found in tap water. While protecting the public with clean drinking water via carafe pitcher filters, tap filters, and bottle filters, SCALE also aims to protect our environment on a wider sustainability scale. Human beings are not the only life forms on earth that deserve clean water. Each year, at least 8 million tonnes of plastics leak into the ocean – which is equivalent to dumping the contents of one garbage truck into the ocean every minute. If no action is taken, this is expected to increase to two per minute by 2030 and four per minute by 2050. Estimates suggest that plastic packaging represents the major share of this leakage. The best research currently available estimates that there are over 150 million tonnes of plastics in the ocean today. In a business-asusual scenario, the ocean is expected to contain 1 tonne of plastic for every 3 tonnes of fish by 2025, and by 2050, more plastics than fish (by weight) (Ellen MacArthur Foundation, 2016). SCALE water filters core product material will be made with recycled plastic from the ocean in an effort to help protect our marine wildlife from man-made pollution and create a business “circle of life” model towards an unblemished environment. SCALEs Mission, Vision and Values is to improve purified access to one’s thirst through innovative and reliable sources. We serve the public on a global scale with mindful, modern and sustainable products. 3
The product context that SCALE will present is one that is constantly challenging consumers to make perceptive and knowledgeable choices that improve our earthâ€™s oceans. Context will always be informative of the dangers our marine wildlife faces and their inability to purify the ocean by themselves. This message will then guide consumers towards the simple action of choosing SCALE products to purify water for personal use in order to help purify the most polluted parts of the ocean from the comfort of their home. Our filtered water filters oceans. The market will first take place in the neighborhood of Mission Dolores, San Francisco, California, USA. An urban city that is built by the bay whose inhabitants live a fast-paced lifestyle that may not have the time to volunteer to clean up our oceans but live in close proximity to the sea, thus being more aware of the need to clean its waters. To understand our target customer, we made sure that we understood our brand. A brand is a champion of the values it promotes. Brands want to earn the gold medal among all their competitors. Their concern is to become the reference of the category, the one everyone wants to imitate because it sets new standards again and again. This is why instilling the brand mystique within the company aims at making it a champion of a value or a benefit, far beyond being well regarded by everybody. In a race, only the gold medalist is remembered. Reputation is company focused and introverted. Brand focus is market oriented and value oriented, and takes into account competition. Companies should become brands, that is to say champions with a vision (Kapferer, 2012). SCALEs champion purpose is to attract and influence its target customer, millennials, with a vision of cleaner water all over the globe, whether its drinking water, freshwater or saltwater. Millennials, aged 21-35, are known as a social generation that are more adventurous and collaborative with each other when it comes to preserving values they are passionate about. A report by the Glass Packaging Institute found that more than any other group by far, Millennials say they look for beverages in packaging with renewable materials, with 51.1 percent of Millennials saying that they did so. That means that a majority of Millennials are actively looking for renewable packaging (Glass Packaging Institute, 2014). A perfect target customer for SCALE. Our perfect customer will also be the core group that makes up our voluntourism program where we help coordinate volunteers to travel around the world to experience exciting new cultures and help the extract plastic waste that we use to create our water filter products. Our main competitors in the water filtration field is comprised of Aquasana, Brita, Culligan, GE, PUR, Soma, and ZeroWater. The marketing mix was taken into account when identifying our competitorâ€™s product, price, promotion and place and how our sustainable strengths would best stand out against them. 4
BRAND IDENTITY In order to become â€˜passion brandsâ€™, engaging brands must not be hollow, but have a deep inner inspiration. They must also have character, their own beliefs, and as a result help consumers in their life, and also in discovering their own identity (Kapferer, 2012). SCALE strives to not only deliver filtered water by filtering oceans, but inspire its consumers to be more conscientious of their plastic waste and discover in themselves a more environmentally helpful self.
The physique of SCALE will be seen in the design of our products. Engravings that resemble fish scales will be present at the bottom of our clear carafe pitcher and bottle filters 5
and at the top of our tap filters. The actual filter casing will resemble the colors of a coral reef with mostly sea green blues and deep coral orange. Our brand personality will be adventurous, dutiful and imaginative. SCALEs culture is similar to a school of fish that swims together in synchronized movement. Our in-sync culture is made up of young and inspiring Liberal activists, San Francisco tech start-ups and Ivy League educated personas. Our brand relationship is based on kindness, commitment and inclusiveness. We want our users to feel as if they are a part of something much bigger than themselves and build a kind, long lasting relationship with not only our brand but also a commitment to saving our oceans. SCALEs customer reflection will embody a normal, everyday superhero. You may not be saving a “human life”, but you are saving “life”. Our customer’s self-image is a feeling of responsibility in that they want to do more to help, but maybe aren’t sure where to start. The commitment of saving up a large amount of money to travel and volunteer to clean up plastic waste seems daunting but starting small with tactful, smarter eco-choices is a good first step.
CUSTOMER PROFILE SCALEs customer profile is made up of millennials that love to travel, are environmentally conscious, financially fall in the middle class, are intelligent and well-informed, stays fit and healthy, lives a fast-paced lifestyle, animal or vegan friendly focused and single, independent individuals. Being a well-connected and social group, having an impression of making a real impact on their surroundings creates for them a modern utopia. Supporting research findings are found below. Millennials have a positive, community-oriented “we can fix it together” mindset. Millennials want everyone to get along, and they think everyone should be able to. As authors Van den Bergh and Behrer put it, “Contrary to previous generations, Gen Yers were brought up in an atmosphere of equal relationships and co-decision-making.” Parents and educators throughout their childhood emphasized collaboration and cooperation, as did even the shows they grew up with (Solomon, 2014). They are more likely than any other age group to be concerned about serious environmental issues, but also feel that they can make a difference through lifestyle changes that can add up to benefit the environment. They are highly concerned about the threat of climate change, saving resources, and burying waste in landfills. Over 80 percent of Millennials say that being eco-friendly improves their quality of life, and three-fourths actively look for changes they can make in their home and lifestyle to be greener. 6
Despite being a generation that has been bruised by the economic downturn in 2008, they are willing to pay more for products that they think are eco-friendly and even more willing to pay more for products that they perceive as healthier (Glass Packaging Institute, 2014). Millennials are a highly values-driven generation, specifically in terms of the values that authors Winograd and Hais call “civic” values: the values that relate to good citizenship. This can be attributed to their upbringing, say Winograd and Hais: While growing up, “young millennials were revered, praised, sheltered, befriended and carefully guided by their parents to lead well-structured lives based on adherence to clear and mutually agreed-upon rules. This has produced a generation of young people that is, by most measures, accomplished, self-confident, group-oriented and optimistic.” Boomer parents have taught their children that every voice matters, that bullying is bad and equality is worth fighting for, that it takes a village (Solomon, 2014).
BRAND POSITIONING MAP Using the standard positioning formula, SCALE was able to identify, and take possession of, a strong purchasing rationale that gives us a real or perceived advantage (Kapferer, 2012). We based our positioning map on affordability and a companyâ€™s ties to sustainability, both important purchasing factors for our target audience. For our young millennial group, having an affordable and eco-friendly product that embodies their values of sustainability will add fulfillment to their lives and make them feel as if they are playing an important role in a global society. Our target group purchases items with the notion that that item is a reflection of themselves. Like our competitors, we also provide great tasting filtered water at an attractively affordable price. Our attention to detail is also factored into the scale of contaminants that we filter out in order to provide safe, clean drinking water. SCALE is not just another water filtration product, it is a physical representation of a new circle of life and how we, as a generation, can turn our negative impact into a positive one. Filtered water filtering oceans. SCALE gives the most promise and fulfillment back to its consumers because we do not simply state that a portion of our revenue goes towards helping those less fortunate gain access to clean drinking water like our competitors. We take it a step further by delivering a remarkable and trendy product by using plastic waste salvaged from our oceans as the core material we create our products from. Because SCALEs existence and products depend on recycled plastic waste from our oceans, consumers are able to believe that our efforts are pure, responsible and authentic.
BRAND GUIDELINES SCALE delicately chose each color, font, letter spacing, and creative content designs with our vision of sustainability at the forefront of each project in order for consistency to remain the same throughout. Even the brand name, SCALE, was carefully decided with the same ideals: the protection a fish’s scale offers against predators is a representation of the protection our filters offer against contaminants and the vast scope with which we take our creative content marketing decisions into account. Our color scheme sticks to sea-green blues and deep coral oranges for obvious reasons, these colors are most commonly found in coral reefs. Additionally, orange is a naturally bold color and catches the eyes attention. Blue has a calming effect and with these colors falling directly across from each other on the color wheel, they are a powerful combination when used at the right vibrancy.
A logo is central to a brand's identity, and choosing an appropriate design should be a well-thought-out process. The color of a logo often becomes a key component of a brand's identity and extends to other marketing contexts (Labrecque, 2013). Our logo was kept simple with skinny, all caps font in our signature, Microsoft Yi Baiti, with our color catching orange. The addition of a single black fish that represents the letter “a”gave the logo enough aesthetic appeal while still keeping it clean and simple.
The same forward thinking, sustainable theme can be seen throughout our various creative marketing content. Staying true to our brand personality, our guidelines will always have an adventurous, dutiful and imaginative vibe.
Business Card Front
Business Card Back
Leaderboard Web Ad
Bottle Filter Label
BRAND TONE OF VOICE What is so special about SCALEs tone of voice? Our sustainable actions. It is our main purpose for becoming a brand and is the essential drive we want to share with the world; filtered water filtering oceans. For too long have we, as a species, let our home and those we share it with suffer the effects of our plastic waste. A call to action must be made. Our brand adjectives remain constant with our personality: adventurous, dutiful, and imaginative. With all three adjectives in mind, content should always include statements like “We will always think outside the box on a global scale”. This also means that our tone should never shy away from a challenge, will always be responsible and keep an open mind when interacting with others point of view. The brand will be communicated on all social media platforms and our website. It will also be communicated through a weekly live video series following the work of our voluntourism plastic waste extraction teams as they travel around the world gaining new cultural experiences and saving our oceans. It will then follow the journey the salvaged plastic makes into becoming our core product, water filters. We will visit various colleges in the state of California and the greater U.S. to voice our brand and also recruit volunteers. Humanizing our brand is “V” important. Since we are relating to Gen Yers on an adventurous, dutiful and imaginative level, current slang words are key keeping our brand “woke” among millennials. We want to stay relatable so avoiding sounding like sales people is “bible” and we’ll “low key” keep it real with light use of profanity. A bad example of tone would include harsh use of facts and making our audience feel guilty and that we are to blame, i.e. “You don’t recycle your plastic trash? You are contributing to the death or marine life all over the globe” (even though this is true, no good work can start with negativity). Instead, a good tone would relay this information in a way that puts the choice to make a positive change in the hands of our audience instead, i.e. “Can’t always recycle your plastics? Why not try to at least remember to cut up things such as plastic can rings so that marine life don’t get stuck”. The message we convey could actually be the difference this world needs.
REFERENCES Consumer Reports. (2016) Water Filter Buying Guide, Consumer Reports. Available at: https://www.consumerreports.org/cro/water-filters/buying-guide/index.htm [Accessed March 10, 2018]. Ellen MacArthur Foundation. (2016) The New Plastics Economy: Rethinking the future of plastics, World Economic Forum. Available at: https://www.weforum.org/reports/thenew-plastics-economy-rethinking-the-future-ofplastics?utm_content=buffer528b9&utm_medium=social&utm_source=twitter.com&ut m_campaign=buffer [Accessed February 28, 2018]. Glass Packaging Institute. (2014) The Millennials: A Generation Invested in Health and the Environment, Glass Packaging Institute. Available at: http://www.gpi.org/sites/default/files/GPI-TheMillennials-11%206%2014-FINAL.pdf [Accessed March 8, 2018]. Kapferer, J.-N. (2012) The new strategic brand management : advanced insights and strategic thinking 5th ed., London: Kogan Page. Labrecque, L. I., Patrick, V. M. and Milne, G. R. (2013) ‘The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions.’, Psychology & Marketing, 30(2) Niche. (2017) Living in Mission Dolores. Niche. Available at: https://www.niche.com/places-tolive/n/mission-dolores-san-francisco-ca/ [Accessed March 7, 2018]. Salesforce Canada. (2015) How to Create a Succinct and Effective Brand Voice, Tone, and Style. Salesforce Canada Blog. Available at: https://www.salesforce.com/ca/blog/2015/03/brand-voice.html [Accessed March 12, 2018]. Solomon, M. (2014) 2015 Is The Year Of The Millennial Customer: 5 Key Traits These 80 Million Consumers Share. Forbes. Available at: https://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80million-millennial-customers-coming-your-way/#4bef93c425e5 [Accessed March 9, 2018].
World Health Organization, UNICEF. (2018) Progress on drinking-water, sanitation and hygiene: 2017 update and SDG baselines, World Health Organization, UNICEF. Available at: http://www.who.int/water_sanitation_health/publications/jmp2017-highlights/en/ [Accessed February 20, 2018].
GCU London - Global Branding and Integrated Marketing Communications MMN523644 - Individual Brand Portfolio