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Brand Srategy Book 1
UNITED COLORS
Brand Strategy Book
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Brand Srategy Book
TABLE OF CONTENTS
OUR HISTORY Our History 12 The Universal Message 14 The Milestones 18
Table of Contents
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UNITED COLORS
Brand Strategy Book
OUR NEW FUTURE MISSION AUDIENCE Our New Mission 24
Audience Profiles 40
Repositioning Objective 26
Competitors 46
New Vision 28 Our Value 30
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Our New Mission
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“ It’s not multiracial, there is just one
race–the human raceand–they just come in different colours. I never really understood why nobody ever really thought that before. “
- Oliviero Toscani
A young girl waits in line with her mother at a distribution activity in Kabul, Afghanistan.
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OUR HISTORY
Our History
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UNITED COLORS
Brand Strategy Book
OUR HISTORY Our History The Universal Message The Milestones
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OUR HISTORY
OUR HISTORY
1965 – Present
Luciano Benetton, Founder of the Benetton Group
Our New Mission
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UNITED COLORS
Brand Strategy Book
Brand History
United Colors of Benetton is a clothing brand renowned worldwide for its colors, knitwear expertise, and social commitment. A blend of Italian style and global research, UCB collections present on trend, quality outfits, in the respect of the environment and with the goal of creating a brighter future for all humans. In 1965, the Benettons opened their first store in Belluno and three years after in Paris. The company’s core business consists of clothing brands United Colors of Benetton and Sisley.
The history of Benetton is built on innovation – seen in its bright colors, the revolution of the retail outlet, unique sales networks, and universal communications that have always been social talking points and aroused cultural debate, it was the iconic brand in the 1980’s and 1990’s but has since struggled to regain this position. In 2012, Benetton Group was delisted from the stock exchange and is now a fully owned subsidiary of the Benetton family company Edizione holding.
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THE UNIVERSAL MESSAGE
OURHISTORY
Advertising
Benetton is known for its sports sponsorships, and for its “United Colors” advertising campaign. In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide. In 1984, Toscani photographed the first multiracial ad for the brand. In 1989, Toscani refocused Benetton’s advertising strategy under the “United Colors of Benetton” campaign. The campaign’s graphic, billboard-sized ads depicted a variety of shocking subjects, including the deathbed scene of a man (AIDS activist David Kirby) dying from AIDS. Another ad featured a bloodied, unwashed newborn baby with umbilical cord still attached. The newborn ad prompted roughly 650 complaints to the British Advertising Standards Authority, which noted in its 1991 annual report that the Benetton baby ad “attracted more complaints than we have ever previously known.”
Oliviero Toscani, creative director of United Colors Of Benetton
Our New Mission
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In November 2011, Benetton created the UNHATE Foundation, launching a worldwide communication campaign described as an invitation to leaders and citizens of the world to combat the “culture of hatred.” Benetton claimed the campaign was created to serve as its corporate social responsibility strategy. The UNHATE poster series uses altered images of political and religious leaders, such as thenPresident of the United States Barack Obama and Hugo Chávez, then President of Venezuela, kissing each other. Following Vatican protests, Benetton removed an ad purportedly showing Pope Benedict XVI kissing Ahmed Mohamed el Tayeb, the imam of Egypt’s Al Azhar mosque.
UNITED COLORS
Brand Strategy Book
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NEW IDENTITY
Our New Mission
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OUR NEW MISSION
UNITED COLORS
Brand Strategy Book
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THE MILESTONES
OUR HISTORY
1965
1969
1982
1991
United Colors of Benetton is founded in 1965 by the Benneton famuly.
Following with the first store in Belluno, Benetton opens its first store outside Italy, in Paris.
In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide.
Creation of COLORS magazine, on sale in 40 countries and published in four languages.
Our History
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UNITED COLORS
Brand Strategy Book
In 2017, the group posted a loss of 180 million. Prompted by the heavy losses, Luciano Benetton, who was then 83 years old, returned from retirement as Executive Chairman for the brand.
2010
2017
1994
2005
2013
2018
Fabrica, Benetton Group’s Communication Research Centre, is created.
Benetton is present in 120 countries with 5,000 stores.Alessandro Benetton is appointed Deputy Chairman of the Group.
On 24 April 2013, the eightstorey Rana Plaza commercial building collapsed outside Dhaka that housed one of the factories where Benetton makes its clothing. At least 1,130 people died.
Appointing Jean-Charles de Castelbajac as artistic director and re-appointing photographer Oliviero Toscani.
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THE MILESTONES
2020
Our History
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OUR HISTORY
UNITED COLORS
Brand Strategy Book
Our New Name United Colors Of Benetton was a fashion brand used to sell multiculturalism and racial diversity. Today, we are reborn with our new name United Colors. It is our commitment that we do not belong to any family or serve any particular consumers. The new United Colors will stand out for the value of diversity and equality with real social participation for any single human being from any walks of life, all over the world.
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OUR NEW MISSION
Our New Mission
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UNITED COLORS
Brand Strategy Book
OUR NEW MISSION Our New Mission Repositioning Objective New Vision Our Value
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OUR NEW MISSION
Uniting people by breaking boundaries.
Our New Mission
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OUR NEW MISSION
UNITED COLORS
Brand Strategy Book
The new United Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality.
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REPOSITIONING OBJECTIVE
United Colors Of Benetton was known for its colorful outfits and earned successful brand recognition by its controversial but thought-provoking commercial campaign. Over the years, UCB has lost its way in both market success and provocative thinking. With a spirit rooted in the past, the new United Colors will be reborn into a non-profit organization. We will keep stimulating the cultural debate and go further, reveal the unfiltered truth, and take the initiative to defend the human rights for every human being in the global society.
Our New Mission
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OUR NEW MISSION
UNITED COLORS
Brand Strategy Book
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NEW VISION
OUR NEW MISSION
Our Past
UNITED COLORS OF BENETTON
Our New Mission
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UNITED COLORS
Brand Strategy Book
Our Future
UNITED COLORS
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OUR VALUE United Unfiltered Diverse
Our New Mission
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OUR NEW MISSION
United 01
UNITED COLORS
Brand Strategy Book
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OUR VALUE United Unfiltered Diverse
Our New Mission
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OUR NEW MISSION
Unfiltered 02
UNITED COLORS
Brand Strategy Book
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OUR VALUE
OUR NEW MISSION
United Unfiltered Diverse
Diverse 03
Our New Mission
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“ We have the ability to construct our own
futures, albeit not in circumstances of our own choosing.“
Two people hold an “End Homophobia” wrist band for World AIDS Day in Nairobi, Kenya, December 2010.
– Luciano benetton
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NEW AUDIENCE
New Audience
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UNITED COLORS
Brand Strategy Book
NEW AUDIENCE Audience Profiles Competitors
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AUDIENCE PROFILES
NEW AUDIENCE
Audience 01
SHEELA THOMAS
Female Age 40 Journalist
The Investigative Journalist
She values integrity as the essential characteristic of a human. Because she grew up in a communist country, she believes social injustice happens commonly everywhere from daily life to government policy. As an investigative journalist, she advocates lots of efforts to promote free speech. She regularly donates to some independent media. She always sights for the difficulties in finding a news media that is unbiased and without placement today. She has a curious mind about new things around her, and she reads a lot, because an investigative story may call upon the knowledge of anything from science and health to economics and sociology. As an Asian female who lives in America and works in a male-dominated industry, she is deeply conscious that there’s still a lot of room for improvement in gender and race equality. She cooks for herself when she has free time because it’s hard to find the authentic local flavor of Laos dishes in Seattle where she lives.
New Audience
She is also an amateur photographer. She loves to capture the real moments of people. Those pictures remind her of her original intention to become a journalist.
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UNITED COLORS
Brand Standard Guidelines
Audience 02
JAMES PARK
Male Age 33 Film Director
The Indie Film Director
He is currently busy in the pre-production of his new documentary, which is about migrant labor in America; he wants to stand for the dignity of those powerless groups. He used to have a drinking problem and got help from AA. Now he bakes for the AA group to help people who are suffering. He loves cycling. He always draws inspiration and material when he rides through the city, and that is also a physical training opportunity for the exhausting filming work. As an independent filmmaker, he needs to try any approach for fundraising. He clearly knows how hard the situation is for an independent artist and how imbalanced the resource allocation is between indie film and mainstream film. He hopes that one day he could do something to overturn it. He was born in a migrant family, and his family used to suffer from racism. That’s why you can find many topics about race issues and multicultural contradiction in his film. He drinks a lot of coffee during the filming and screenplay writing to stay awake. He will give priority to fairly-traded and local coffee roasters when he purchases beans. He uses marijuana for relaxing sometimes when he is overwhelmed by the film making; he hopes that the law of recreational marijuana could pass sooner in the state he lived, then he could get weed easier.
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AUDIENCE PROFILES
NEW AUDIENCE
Audience 03
ALEXIS JOHNSON
Female Age 25 Graduate Student
The Hipster
She majors in sociology. She originally intended to study history, but after deliberation, she feels that sociology is a more practical choice for her to participate in the real world after graduation. As an openly gay woman, she pays much attention to the LGBT society. She helps the LGBT association to promote gender equity education in her college. She and her girlfriend raise two cats, which they took back from the animal shelter. They feel that adoption is the right solution which is free and also meets with their ethical value. She loves tattoo art and has just gained a new tattoo recently. It’s a quote from her favorite movie Fight Club, “I don’t want to die without any scars.” She got a part-time job at a record store. She loves old music because she feels that it’s hard to find the innovative spirit in today’s music. She loves to talk to the homeless, and she is always curious about the story behind their displaced life. She also volunteers to help the homeless with the Bowery Mission in New York.
New Audience
She is a Reddit heavy user. compared to other social media, she thinks it has more raw and quirky information waiting for her to explore.
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UNITED COLORS
Brand Strategy Book
Audience 04
LOGAN HICKS
Male Age 48 Freelance Writer
The Humanitarian
He mostly reads on the digital device; which is a more practical choice for him since since it’s portable and his workplace can be anywhere in the world. He just finished an interview with a local press about a protest he initiated against urban renewal that infringe the local residents’ residency rights. He shares information and his perspective about human rights on social media. He tries his best to advocate the faith which he believes in. He followed his wife to become a vegetarian because he believes that many environmental problems could be solved if people eat less meat. He has engaged in the civil rights movement since college years. With the time past, he felt that the human rights issue could be interpreted in a more accessible way to get close to the younger generation. He and his wife are considering to adopt a child; they think it is unnecessary to give birth to a baby when there are so many orphans in the world. He loves reggae because of the spirit “one love” behind the music.
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AUDIENCE PROFILES
NEW AUDIENCE
Audience 05
SCOTT BRADLEY
Male Age 27 Internet Engineer
The Backpacker
He loves to travel and prefers to be a backpacker. He enjoys experiencing exotic culture like a local rather than a tourist. He goes surfing and camping in summer and snowboarding in the winter. Outdoor activity balances his pressure from work. He just returned from a volunteer trip in Northern Thailand to help a local elementary school constructing their digital education system. He feels that contributing with his profession while traveling is quite a meaningful experience. He mostly works in the office, but as a software engineer, luckily, working from home or working while traveling are both options for him. As an internet engineer, he thinks the freedom of speech and browsing on the internet without sensors are basic human rights. He is a good talker and loves to share and hear life experiences of others because he has much passion to people. He is now working on a project about an app that could record personal daily eco-footprint. As an outdoor activity lover, he pays much attention to environmental issues. New Audience
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UNITED COLORS
Brand Strategy Book
Audience 06
ALICIA WALLACE
Female Age 35 Yoga Teacher
The Aware Mom
She and her husband provide their children a good material life, so she thinks letting her children realize that many people struggle to survive in the world and teaching them to have an empathetic and grateful mind is important. She used to have a full-time job, but she quit and became a part-time yoga teacher after she had the first child because she doesn’t want to be absent in her children’s lives. She loves shopping, and that is the way she relieves her stress. She purchases products from brands that care about labor rights and sustainability for herself and her family. She doesn’t believe in the existing educational system. She wants her children to grow up as people who have an independent mind and not be restricted by the social framework; that is why she started to homeschool her children. As a mother, it’s heart-breaking for her to see refugee children suffer from displacement, so she donates to refugee aid organizations regularly. She has more than ten years of yoga experience. Yoga had saved her from depression when she had a full-time job in marketing. To do homeschooling for two children and also take care of the family almost consumes all her time, but she still tries to listen to the radio or podcast to update herself on current events when she drives or does housework. 45
COMPETITORS
NEW AUDIENCE
Current Competitors
New Audience
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UNITED COLORS
Brand Strategy Book
Ancillary Competitors
Future Competitors
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“ Pictures put you in front of a reality that most of the times you don’t want to see, don’t want to know about, don’t want to get involved. “
- Oliviero Toscani
Around 8,000 Bangladeshis and persecuted Rohingya from Myanmar are abandoned without food or water on boats drifting off the coast of Thailand and Malaysia.
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SOURCES
SOURCES
Image
Contents
https://www.unhcr.org
http://www.benettongroup.com
http://www.benettongroup.com/mediapress/image-gallery/corporate/
https://www.marketingweek.com/ benetton-changes-its-colours/
https://www.sportswear-international.com
http://www.socialsamosa.com/2019/08/ united-colours-of-benetton-campaigns/
https://www.styleclicker.net/2012/06/03/ bloggers-are-lazy-interview-with-olivierotoscani/111220-oliviero-toscani-interviewval-gardena-south-tyrol/ http://www.benettongroup.com/mediapress/image-gallery/ institutional-communication/ https://www.harvesthousebuffalo.org/ volunteer https://www.amnesty.org/en/what-we-do/ discrimination/lgbt-rights/ https://unsplash.com https://www.stocksy.com
Sources
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https://inside.benetton.com
UNITED COLORS
Brand Strategy Book
This book is a non-commercial project for educational purposes and is not intended to represent the United Colors Of Benetton. All right are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means electronic, mechanical, recording, photocopying or otherwise prior permission of Shane Lee. Copyright 2019 Shane Lee Design Shane (Chih-Hsuan) Lee Course Nature of Identity Instructor Erin Kristine Canoy Academy of Art University
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