Scaa Atlanta Rebranding
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Transcript of Scaa Atlanta Rebranding
The Case Study of a Brand
• Leading Microbrewer of Chai Concentrates
• Organic, Fair Trade, Kosher
• Private Label or Branded options (Currently producing 7 brands of chai)
Why Re-Brand?
•The business evolved
•Have more resources
•Better understanding of our capabilities and potential
• Image no longer reflective of who we are
Authentic
Genuine
Genuine
Purity
Traditional
Focus
Humor
Environment
Balance
First Step – Understand Yourself
Second Step - Market Position
Micro-brewed Mass Manufactured
Strategic Objectives - Be Clear
•Evoke an emotional connection to our product
•Represent ourselves as a premium chai brand
•Communicate our values to the market
•Be Authentic, have fun
Strategic Execution - Now What?
•Multiple components to execute the strategy
•Align your execution with your vision
• Invest or outsource?
Our Process
Putting Components Together
Packaging
vs.vs.
Packaging Transition
Image Transition
Plain/Simple Vibrant/Alive
Web Presence
Static/Cold/Boring
Dynamic/Emotional/Engaging
Industry Events
Customer Touch Points
Industry Advertising
People will resist change if they do not understand it
Be Consistent
Be Prepared
Be Patient
•Be Unique
•Be True
•Be Yourself