Brand Strategy Case Studies

KICKFIRE

K ic icK K F ire Make Great Marketing Together

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KICKFIRE

KICKFIRE RE-BRANDING INITIATIVE Challenge Distinguish newcomer AccelerateNow in a crowded marketplace of similar companies offering software-as-as-service marketing project management solutions Key Strategies Re-name company and product KickFire to convey the “smashing success” professional marketers are capable of achieving using the software’s communication and collaboration tools Introduce high-level brand messaging in the form of a tagline that simply and powerfully communicates the products key feature (collaborative marketing tools) and key benefit (creating successful marketing campaigns in a team environment) Tagline Make Great Marketing Together Media Brand Identity Brand Tagline Business Systems

Agency Cymbic Interactive / Profile Design

Role Brand Strategy Naming Copywriting

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DOS EQUIS

Dos Equis Original Website Branding Challenge Develop brand strategy and messaging for Dos Equis’ first consumer website that compliments and expands upon the current advertising campaign - Viva La Revolucion! - and further helps move the brand “beyond burritos” in the minds and purchasing habits of consumers.

Key Strategies Translate “Viva La Revolucion!” into “Live the Revolution!” and develop a socially responsible web campaign that encourages visitors to live a purposeful, free-thinking revolution of mind, body and spirit.

Position Dos Equis as a conscientious beer brand that doesn’t engage in the silly, sexist or scheming marketing tactics normally found is beer promotions.

Create a “manifesto” that articulates this strategy and invites visitors to Revolt, Research, Rethink, Respond and Recreate to navigate through the site and participate in the campaign Key Messaging / Tagline Live the Revolution!

Media Consumer Website, Online Promotion

Agency Real Branding

Role Strategy, Copywriting Creative Direction

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NATURAL CASTLE

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NATURAL CASTLE

Natural Castle Environmental Home Center New Branding Initiative Challenge Brand a new sustainable building supply retailer after the merger of two previously independent companies - Environmental Home Center and Environmental Building Supplies - to better position itself for growth, expansion and marketplace supremacy Key Strategies Name merged company Natural Castle and retain company #1’s name as the descriptive, sub-brand name.

Natural Castle is both what customers aspire to create (a healthy, safe, environmentally responsible home) and what the stores themselves are (green building “super centers”).

If every man’s home is his castle, every green-minded person’s home is his or her Natural Castle.

Natural for its eco/green connotations.

Castle for its sturdy/durable/built-to-last and stately/regal/chateau/mansion connotations.

Key Messaging / Tagline Build Green. Live Grand.

Media Name, Identity, Tagline, Retail Design System

Agency Waterseed

Role Strategy, Naming, Design, Copywriting

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UT-STARCOM

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UT-STARCOM

UT-STarcom First U.S. Branding Campaign Challenge Develop comprehensive brand platform for leading Chinese telecommunications business entering U.S. marketplace.

Key Strategies Position the company as offering “tomorrow’s technology, today.”

Turn the liability of the nondescript “wedge” logo into an asset by embodying it with meaning to represent the company’s “cutting-edge” technology Introduce five brand tenets – Innovative Technology, Invaluable Investment, International Scope, Interpersonal Service, Integrated Solutions – to vivify and delineate the company delivers “cutting-edge” proposition Corporate Tagline Next Generation Technology. Now. Brand Messaging Cutting Edge is... Innovative Technology, Invaluable Investment, International Scope, Interpersonal Service, Integrated Solutions Media Brand Messaging, Corporate Tagline Collateral, Website

Agency Cymbic Interactive / Profile Design

Role Brand Strategy, Creative Direction Copywriting

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DEL MONTE

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DEL MONTE

Del Monte

Fruit Smoothie Blenders Product Launch Advertising Challenge Create memorable, enticing advertising to engage mothers, students and others who love smoothies, but previously had to go outside-the-home to enjoy one Key Strategies Showcase the packaging prominently so consumers can easily recall and identify the new product in their grocers’ freezer section.

Bring the animated packaging to life with photo-realistic imagery to further reinforce the product Emphasize the product’s ease-of-use and make-at-home features with fun, attention-grabbing, high-impact headlines Key Messaging / Tagline Real Fruit. Real Convenient. Just Add Ice and Blend.

Media Full-Page Newspaper Advertising

Agency McCann-Erickson

Role Strategy, Copywriting, Design Concept

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BOOSTWORKS

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BOOSTWORKS

BOOSTWORKS Brand Enrichment Challenge Enrich brand to better convey the company’s “performance enhancement” niche in the network software technology space Key Strategies Change tagline from “Accelerating the Last Mile” to “Fuel for Fast Networks” to more clearly and more memorably characterize the company’s key offering Introduce the a gas can symbol to serve as an iconographic memetic used on all branded marketing materials Expand “fuel for faster networks” concept to a unique, buzz-creating trade show theme featuring a booth designed to look like a service station – information kiosks in the form of fuel pumps, tool carts used a presentation desks, Union 76-like signage, staffers dressed in mechanic shirts with embroidered name patches – and a “free gas for life” promotion aimed to drive booth visits and demo trials.

Brand Messaging / Tagline Fuel for Faster Networks.

Media Tagline, Collateral Advertising, Website Trade Show Marketing

Agency Kimball Group

Role Brand Strategy Creative Direction Copywriting

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