Transforming business through branding

Nir Wegrzyn, CEOA lecture to the Israeli Business Club16 Oct 2013

There is nothing in a caterpillar that tells you it is going to be a butterfly

we see butterflies

BrandOpus.

BrandOpus was established in 2006, since then we have grown year on year.

Turnover £7.5m, 68 people.Offices in London and Melbourne. We are currently in the Top 5 packaging design agencies in the UK.

70% of our growth has come via existing clients.

Anselm Kiefer

Anselm Kiefer

“the transformation is already present in things... You have to find a golden path between order and chaos. If there is too much order, it is dead; if there is too much chaos,it doesn't cohere. I'm continually negotiating a path between thesetwo extremes.”

Branding is commercially effectiveCommercial effectiveness.

Latest thinking about consumers and branding.

Latest thinking in branding.

The consumer’s relationship with brand is neither rational, nor cognitive.

And although consumers are aware of communication, they are not cognitive of the influence of branding.

Can anyone tell me what this is?

Did you see the baseball player?

It is a baseball player.

Symbols are learnt, but once learnt, meanings are set

Great brands have memory structure.

And the memory creates meaning

Nike, the Greek goddess of victory

Metaphors create meanings.

Metaphors have the ability to transport ideas from one place to another.

Brands work when they are metaphors and they work better when they are visual.

Realising potential.

The engaging redesign has retained Grove's share of the total market and reinforced its position as market leader.

50%

Market share – the leading brand in the organic juice market once again.

Brand influences…

Through the introduction of a wider thought that frames the brand and changes what people think about a product.

Protecting the brand.

Protecting the brand.

UB vs Asda – Penguin & Puffin.

UB vs Asda – Penguin & Puffin.

UB vs Asda – Penguin & Puffin.

Read this aloud…

Now read this aloud…

And this?

How many times does the letter F appears here?

FINISHED FILES ARE THE RE

SULT OF YEARS OF SCIENTI

FIC STUDY COMBINED WITH

THE EXPERIENCE OF

YEARS...

Add old pack

Rowse.

This is the F-15 fighter jet

Which one is the F-15?

The F-15 has square engines

Which one is the F-15?

F-15

Drawing attention to the significant detail allows overall recognition.

F-15

We use unique minor detail for speedy recognition

We use unique minor detail for speedy recognition.

We recognise things not by their sameness, but by their visual distinctiveness.

Brand identity & Meaning.

To achieve the overall retail commitment we needconsumers to re-evaluate the McCain brand.

We need consumers to see us differently so that they behave differently. A key pillar in achieving this is literally getting consumers seeing McCain differently.

A new identity has been established to drive reappraisal and symbolise this change as well as a master-brand approach and new segmentation portfolio strategy.

We have established how this works on potatoes within GB. We now need to establish how it will be applied in Australia across each of the five different categories: potatoes, ready meals, pizza, vegetables and fruit.

The strategy.

TrademarkedMasterband wordmark

‘French Fries’ product name

Product Visual

40% of pack dedicated to identity landscape

Trademarked McCain Identity comprising of the sunshine, bird, McCain brand name, landscape wave

Trademarked McCain landscape comprising of the birds in the sky, trees, landscape background

Range specific bottom of pack colour

Non trademarked---------------------------------- ------------------------

We are blind to our blindness

People do not understand how their mind works and how they processes information.

The brain is not a passive recipient of information, it is an active participant in the formation of perceptions.