Invitro Innovation Branding

We Are In The Business Of Solving Problems Though Ideas: Business, Brand, Product, Marketing Ideas

We Believe The Solutions Lie Within The Group.

Our Role Is To Foster Collaboration To Create Ideas.

About Invitro Innovation Purpose

2

TRAINING INSPIRATION WORKSHOPS 1- 3 day Designed & facilitated

With documentation

1- 4 day

Training courses

A few hours Keynote

speech to a full Innovation Day

About Invitro Innovation Services

3

Brand Purpose Brand Activation

Company Vision and values Marketing Innovation New Product Concepting

Ideation workshops Category Reinvention Design Thinking Deep Dives DeAining Innovation Priorities

90 min - 9 habits of innovators 3 hour – Crash Course in Design

Thinking

Innovation day

-‐ A custom designed innovation day designed to inspire and empower. Staff experience ideation by working on real business challenges

Design Thinking The innovation framework

Innovation culture and competencies Innovation strategy and process Creative thinking & ideation

Product and Service innovation Brand Innovation

Innovation Facilitator Training

About Invitro Innovation Brand Projects

4

F&B Asia Pacific

The Crystal Jade business had grown from a few outlets 20 years ago, to a regional F&B powerhouse with many different dining concepts under one brand. This business growth had diluted the core brand meaning to customers.

Presenting Problem Scope of Task

Conceptualise a unique and competitive brand idea for Crystal Jade and organise the many concepts into sub-‐brands.

Problem Revelation

Process Design and Deliverables

An brand discovery workshop with key brand stakeholders was held. A Branding Document became an input to a Logo re-‐design. Workshops were held with staff to incorporate the new branding into the brand experience at restaurant level.

A new brand idea of Preserving Chinese Culture through Food was born.

3 Workshops were held with staff to re-‐design the brand experience around the re-‐positioned brand.

Solution Commitment

Crystal Jade had performed so well on food quality, value and service but had neglected to clearly deMine their brand.

5

OPERATIONALISING

THE BRAND

INTERNAL BRAND

IMMERSION BRAND DEVELOPMENT

1

2 3

Activating Brand Champions (3 Nov ‘11)

Crystal Jade Branding Workshop

12-‐13 January 2011

Delivering the CJ Brand Experience (29 Nov ‘11)

Continuous Employee Engagement (communications planning session) (13 Dec ‘11)

Crystal Jade Brand Strategy and New Visual

Identity June 2011

1

6

Fresh Dairy Indonesia, Hong Kong, Singapore

After being in the market for several years GreenMields found itself with low digit market share. Consumers prefered their familiar brands to new ones.


Conceptualise a unique and competitive brand idea for GreenMields Milk across 3 markets.

Problem Revelation

GreenMields was competing on lifestyle factors rather than exploiting their farming and fresh milk commitment.


Consumer research was conducted in key market Singapore. An ideation workshop with key GreenMiedls staff was held in Indonesia. Key workshop discoveries shared. A new brand Brand Space opportunity was shared in Adcept form.

A new brand designed to make people appreciate that children need nature to grow. And that as the only real farmers who put milk on our supermarket shelves, GreenMields are committed to nurturing children both INSIDE AND OUTSIDE.

Solution Commitment

8

Cinema Singapore

Eng Wah Cinemas were one of the pioneers of Singapore Cinema, however had lost their shine to newer Cinemas in prime locations.


Conceptualise a unique and competitive brand idea for a renamed and rebranded Cinema offering from Eng Wah Global.

Problem Revelation

Eng Wah Cinemas were one of the pioneers of Singapore Cinema, however had lost their shine to newer Cinemas in prime locations.


An ideation workshop with key brand stakeholders was held. Key workshop discoveries shared. Brand Strategy Document.

A new brand idea of FRESH CINEMA was born. A full brand strategy document was delivered with a Beliefs book for staff to make the new idea a part of their day to day.

Solution Commitment

10

Government Singapore

The Singapore Restaurant Industry was having difMiculty recruiting staff for both Kitchen and Front of house careers.


Promote the image of the Singapore F&B Industry so as to attract talent.

Problem Revelation

A lack of respect for F&B as a career and perceived lack of skills for people working in the industry is the key thing undermining the image of the industry.


A comprehensive qualitative research programme was launched, this was a key input to a F&B Industry workshop with key brand stakeholders. Key workshop discoveries shared. F&B Brand Strategy Document and Activation Plan.

To elevate the stature of F&B service staff to portray the impact of their skill and craft in Creating Memorable Dining Experiences . A Mirst step was to partner with a TV station to develop a 6 part contest in search of F&B HEROES.

Solution Commitment

11

Self Storage Singapore

As number 2 in the self-‐storage industry Extra Space was having difMiculty growing its market share in the embryonic self storage market.


Conceptualise a unique and competitive brand idea for Extra Space Self Storage.

Problem Revelation

Extra Space was speaking to the 17% of people who knew the beneMits of storage. They needed to refocus their offer to grow the market beyond people in transition or moving house.


An ideation workshop with all Extra Space staff was held. Key workshop discoveries shared. An Extra Space Brand Beliefs book was created by staff

A new brand designed to make people RETHINK THE SPACE IN THEIR LIFE.

Extra Space redesigned their service offer to ensure people get more form the space in their lives!

Solution Commitment

12

People

Leaders

Companies

Organisations

Innovations

Brands

Teams

Branding philosophy Purpose-made things attract

13

Brand

interests

Consumer

interests C

OM

MO

N

GR

OU

ND


“We need to stop interrupting what people are interested in and BE what people are interested in.”

Craig Davis, JWT

15

Organisational

perspective

A Transaction

Human perspective

Shared Purpose

Branding philosophy The Shift

16

HOW doES GREENFIELDS DELIVER THIS IN the dairy CATEGORY?

WHY DOES GREENFIELDS EXIST?

WHAT products DOES GREENFIELDS deliver?

Innocent human centric purpose

To nurture wellness through nature from the inside out

They are real farmers who have a love for nature. They are the only Asian dairy to own ALL their milk supply

They specialise in fresh and natural dairy products.

17

HOW DO THEY work?

What service do they PROVIDE?

WHY DOES the NP school of design & environment EXIST? To empower a new resourceful generation

Working collaboratively and creatively in ?inding new solutions to pressing challenges.

Diplomas in Product Design, Urban Planning, Real Estate management etc

18

Part 1

Brand Foundation

Work

Part 2

1.5 - 2 day Brand

Workshop

Category Lens

The Company / brand

Consumer Lens

1-‐ 2 weeks

-‐ Share Foundation Work

-‐ Anchor in the Brand core strength

-‐ Discover the Brand Opportunity

1 week

-‐ Brand Strategy Document

Personality / Attitude

Values

Brand Vision

2 weeks

-‐ Brand Experience Activation:

-‐ 1 day Worksession

-‐ Identify 5 brand hallmarks

1 week

Part 3

Brand Strategy

Output

Part 4 (optional)

Brand Experience

Activation

branding Roadmap

19

I. BRAND ORIENTATION

II. BUSINESS CONTEXT

III. DISCOVERY

IV. IDEATION

IV. BRAND DEFINITION

Brand WORKSHOP TOOLS

20

21

BRAND CHALLENGE DISCOVERY

IDEATION BRAND DEFINITION

About Invitro Innovation What Clients Say

The Innovation Workshop facilitated by Angela was a great catalyst to rekindle the innovation spirit in MediaCorp. It paved the way for employees to freely express and exchange ideas and views, and it provided that platform to interact regardless of ranks in the ofAice. A change can be felt after the event with more excitement and interest in innovation related programmes and everyone looking forward to greater exchange and discussion of ideas.

CHE YANEZA �Head of Learning & Development �

Angela facilitated a Strategic Brand Vision workshop for the Crystal jade leadership team last year. She coached our team through a thinking process so that we can discover our true self. We are very happy with the recommendations that Alowed from the workshop and hired Angela again to help activate the strategy amongst our middle managers. STELLA TO�

Assistant to the Chairman�

I had the pleasure of working with Angela on Innovation projects on the haircare and femcare business. Angela is a natural, she has a unique ability to break down complex concepts make them look so simple.

JASMINE XU, �Marketing Director China�

Invitro Innovation’s Angela Koch helped create alignment amongst our key stakeholders so that we can craft a compelling Brand Story. We continue to work with Invitro on our new product development pipeline.

FENITA AGUS�Head of Marketing�

22

– Marketing Lecturer in Tertiary Institutions in South Africa – Marketing Innovation Consultant on FMCG brands in South Africa – Brand Strategy Director across TBWA and Leo Burnett – Lead Innovation Strategist for The Distillery Consultancy– Key clients: Celcom Malaysia, Asia PaciAic Breweries, The Hour Glass, Coca-Cola Singapore, Inter-Continental Hotel Group, ZUJI.com, Finatiq.com

– Director of Brand & Innovation Strategy for Invitro Innovation – clients : ZUJI.com, Cerebos PaciAic Limited, Crystal Jade Group, Eng Wah Global, Extra Space Self-Storage, AustAsia (GreenAields Dairy), P&G Singapore, MediaCorp, Singapore Tourism Board

– 12 years Asia experience, 9 years in Singapore.

Chief Ideas Facilitator Innovation Education: B.Com Honours (Marketing), University of Natal 1990 Diploma Marketing Management 1995

About Invitro Innovation Angela Koch

23

Invitro Innovation Branding

Documents

Transcript of Invitro Innovation Branding