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& what is brand communication? aimee tasker|hyper island|brand communication “a brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well” (Jeff Bezos) brands need to have a clear vision internally and externally that is transparent in everything they do brand values are core to the fabric of the company and must reflect in products and services what change is the brand doing or wanting to contribute to the world and why founded 1886 founded 1998 selling ‘ugly’ drinks 1999 ‘yes’ or ‘no’ bin determines opening company 2000 40% profit to charity 2008 2007 2006 2005 2004 2002 2011 2010 2009 “create a business we can be proud of” rebrand - create recipe book - almost bankrupt! - - foundation begins 10% profits to ‘good things’ £1.3m raised and helped 330K people - rebrand + 1ltr carton = 650%> - learning academy starts kids own cartons - thinking about ice cream - - TV advert - make another book - expand offices globally 10% recycled plastic bottles - “a world first, which makes us proud” Richard apologies on Watchog - for dodgy smoothies now 100% British sourced - - Veg pot launch - feedback AGM 10yrs of learnings book - official 2/5 a day fruit - launch fruit tubes - Coke invest - Prime Minister visits ‘fruit towers’ - save the bees - shoreditch cafe bird capes - juice launched - #1 best selling smoothie (EU) - introduce value carton - 191K followers 40.9K tweets since march 2008 “to refresh the world - in mind, body and spirit” what’s the purpose? 2012 2013 2014 - #innocentinspires investing in new entrepeneurs - the big knit - Olympics smoothie - innocent ‘chain of good’ with philosophy tastes good, does you good, do others good a lot of support to a lot - of charities and causes on a global scale 700K+ 200+ sold countries employees #1 brand facebook 82m likes 2.49m followers 90.5K tweets since march 2009 pharmacist Dr. Pemberton 1887 patent to protect secret formula 1916 contour bottle manufactured 1920 app. 1K sales 1928 at Olympic games & introduce 6pack so ‘part of people’s lives’ 1941 ‘every man in uniform gets a bottle of coke for 5c’ 1960-66 - get coke in ‘arms reach of desire’ - develop Fanta, Sprite, Fresca, TAB 1970’s brand reflects ‘fun, friends & good times’ 1971 TV ad - ‘I’d like to buy the world a coke’ 1981 new CEO, new strategy = ‘intelligent risk taking’ incl. producing Diet Coke 1985 change formula/taste (New Coke) - IS NOT LOVED - bring back Classic Coca-Cola 1990’s focus of supporting sports incl. Olympics, FIFA world cup, rugby world cup & national basketball association 1993 - polar bear introduced - ascertain Powerade, Oasis & Schweppes 1997 2000 2009 2010 2012 2014 2011 2013 selling 1bil products every day - efforts for sustainable framework - transparency with nutirional info gaining trust of consumers to inspire moments of optimism and happiness... Live Positively launches - building sustainability to everyday - support communities & health invest in innocent - - FIFA world cup - Winter Olympics 125yrs of coke! with 400+ brands to do good so to see how brands communicate today, let’s see the evolution... trust reliabillity delight if marketing is what you do and branding is what you are, how can this be communicated? + + logo + + what is a brand? not a brand = facebook 420K likes people helped 530K projects 47 £1.9m helped to change lives what are the current trends of brand communication? are coca-cola and innocent communicating effectively as brands to current thinking? huge shift to mobile with global mobile traffic representing 17.4% of all internet traffic 83% of learning occurs visually and enables the emotional power of images to connect to the consumer expanding universe of ‘digital influencers’ and volume of real-time conversations with brands definitions of ‘news’ is changing with evolution creating PR, content and stories generating visibilty idea of creating own universe taps into emotional desire as unqiue personalities speed to react to bad or unexpected threats with transparent communication tracking channels and public relations to gain game-changing insights in hyper-connected world there is now the trend for hyper-transparent communication and honesty need to manage successful organisational change and sustainability with purpose driven by technoligical innovations there is a trend towards complete intergrated communication instagram instagram followers 31K 160K live positively selling 1.7bil products every day - ‘share a coke with a friend’ - - partner of RED campaign preventing HIV transmission - ‘hug me’ coke machine - ‘friendly twist’ bottles - ‘happiness from the skies’ drones - FIFA & ‘have your say’ campaigns product identity 1 2 3 4 5 6 7 8 2 3 4 5 6 7 8 1 Neumeier, M. (2007). The Brand Gap. [online] Slideshare.net. Available at: http://www.slideshare.net/coolstuff/the-brand-gap Businessweek.com, (2004). Online Extra: Jeff Bezos on Word-of-Mouth Power. [online] Available at: http://www.businessweek.com/stories/2004-08-01/online-extra-jeff-bezos-on-word-of-mouth-power Neumeier, M. (2007). The Brand Gap. Galbraith, J. (2014). 10 Global Communication Trends in 2014 - WPP. [online] Wpp.com. Available at: http://www.wpp.com/wpp/marketing/publicrelations/10-global-communication-trends-2014/ Investors, Company, and Page, (2014). Our Company - The Coca-Cola Company. [online] The Coca-Cola Company. Available at: http://www.coca-colacompany.com/our-company/ innocent - little tasty drinks, (2014). innocent - little tasty drinks. [online] Available at: http://www.innocentdrinks.co.uk/us/our-story Investors, Company, and Page, (2014). Our Company - The Coca-Cola Company the innocent foundation, (2014). the innocent foundation. [online] Available at: http://www.innocentfoundation.org/ O'Reilly, L. (2013). Coke increases stake in Innocent to near 100% | News | Marketing Week. [online] Marketingweek.co.uk. Available at: http://www.marketingweek.co.uk/news/coke-increases-stake-in-innocent-to-near-100/4005796.article brand communication good brand communication good what change they could to communicate better several mobile app games for kids fun playful social brand personality complete transparency from their start approach always human-centred pride themselves on fulfilling their value statement instant apologising if brand fails its values partners and supports charities in sustainability and postive change for people cool, fun, trendy, competitive personality innovating physical products and services for early adopters now that coca-cola own almost 100% of innocent, their products are appearing in more shops globally. innocent need to maintain their instristic values are not lost. they could also learn to be more innovate like coke and create fun and playful digital experiences to keep up with the trends in this digital savvy era. tracking trends and personalising innovations country specific to them investing visibly and promoting sustainbility, partnering with eco conscious and empathetic brands lots of imagery showing sports and activities to promote healthy living active conversationally on social media, ranking #1 on facebook shows consumer commitment to brand coca-cola are present in the mobile sphere but they don’t seem to have a holistic approach to their ecosystem. If they implemented a new mobile centralisation for their brand they could encompass their products into a one-stop experience with the brand. they could learn from innocent and be more transparent, determine them as a more compasstionate brand with a cool persona. 9 9
