Welcome to the 2013 Midyear Conference. Thanks to Session Sponsor: Archeios.
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Transcript of Welcome to the 2013 Midyear Conference. Thanks to Session Sponsor: Archeios.
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Welcome to the2013 Midyear Conference
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Thanks to Session Sponsor:Archeios
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Branding @ 360°The Brand, The Re-Brand & Everything in Between
Kendal SummersChief Creative Officer
Senior Director, New & WBE Business Development
OmniSource Marketing
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3 Volunteers
Pen & Paper ReadyFirst 3 Things that Come to Mind
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Brandinghas the power
to connect
Organizationswith
Consumers
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Ways Pepsi’s re-branding was
#Winning…
1. Conveyed Thoughts and Ideas
2. Relating to almost Universal
Values
3. Resonated with People
4. Triggering Feelings
5. Feelings Anchor the Conceptual
6. Feelings Influence Future Choices
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Ways Pepsi’s re-branding was
#Winning…
Feelings conveyed…
Surprise Delight Humanity Hope Love
Branding made Americans feel good about Pepsi.
Strong Feelings are Characteristic of Loyal Fans.
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#Winning tactics, from Pepsi…
1. Branding Unfolded | Scheduled
Serendipity
2. Edgy, Current, Witty, Delightful
3. Clean, Simple Visuals
4. Interactive and Engaging
5. Leveraged Power Colors
6. Beyond Words, to Energy &
Essence
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Find Your Beach(and find any place where your great branding
might adversely impact your supply chain!)
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Lessons from Corona…
1. External Branding Outpaces
Infrastructure
2. Multiple Points of Consumer
Interruption Key
3. Make “Trading Up” Easy
4. Identify Nexuses of Success
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Bet On Us – Initiative Outcomes 1. 2011 Same Period Sales up 9%
2. Revenue per Transaction up 28% (Big
Packs)
3. Brand Advocacy by Merchandisers a
Bankable Asset
4. Best Practices Established for other
Key Periods
5. Winning Initiatives are Fun!
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Bet On Us – a branding initiative1. Multiple Points of Consumer
Interruption & More Display Space Critical to Same Period Sales Increase
2. Marginal Space Increase = Exponential
Sales
3. Restocking/Maintenance is Critical @
Holidays
4. Distributor Merchandisers = Key Nexus
5. Store Managers = Key Influencers
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Branding Activity1. Future FCA Annual Conferences – how
to double attendance?
2. What’s a reasonable time frame for
the goal?
3. What points need enhanced? Value?
Branding?
4. What Pepsi takeaways might help?5. As with Corona, what Nexuses must be
Engaged to assure success?
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Questions
THANK YOU (: