Anand Halve’s 7 principles for client & customer delight – IMPACT

The customer and the client are two sides of the same business coin. Without one, the other too will not exist. Which means that what is good for one should be good for the other.

Simple, right?

But it doesn’t always work that way because sometimes a client’s representative may feel that something that is in the interest of the customer is against the interest of the client. For example, he may feel that offering a lower price for the product or service, which will be in the interest of the customer, will be against the interest of the client because the lower price reduces his profit.

But such a zero-sum game is true only in a short time-horizon. In the long term, both the client and the customer must benefit, for the relationship to continue. The principles that will help to build strong brands ensure mutual benefit. One way to ensure this mutuality is to consider the following seven hypothetical customer statements. Regularly considering these, and making sure that they are never made, will ensure customer delight as much as they will ensure client delight.

Continue reading Anand Halve’s 7 principles for client & customer delight — IMPACT

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Starbucks Holiday Coffee | The Inspiration Room

Starbucks has released its 2011 holiday themed coffee blends, with specially designed packaging for Christmas Blend beans, Holiday Blend beans, Decaf Christmas Blend beans, 30 oz Christmas Blend beans, and Ready Brew Christmas Blend.

via Starbucks Holiday Coffee | The Inspiration Room.

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The Audi Design Project

And now we cut the ribbon
By Audi of America on July 13, 2011 8:26 AM
This is a day we’ve been looking forward to for some time. It began with a simple notion that a boldly designed car, like the all-new Audi A7, deserved to drive in a more boldly designed world. To us, that wasn’t just a catchy slogan on a billboard. It was something bigger. A mission. That we could take the same approach to design and innovation and apply it to the world beyond our cars. And that’s exactly what we set out to do when we partnered with the city of San Francisco and the Union Square Business Improvement District to transform two of the most popular blocks in the city to create a better pedestrian experience. On Wednesday, July 13, executives from Audi joined Mayor Edwin M. Lee and representatives from the city and community to cut the ribbon and officially unveil the new Powell Street Promenade.

For those of you who haven’t been following along, we invited renowned architect Walter Hood to design a space that was not only inspired by the Audi A7, but also used the same materials. The result is a space constructed almost entirely from aluminum, inspired by the Audi ASF® frame. The sculpting of the furniture recalls the car’s dynamic lines. Solar towers reflect our company’s strong commitment to efficient and sustainable design solutions by powering our signature LEDs, which have become streetlights. And finally, the high-speed Wi-Fi is something we’ve introduced in our cars as well. In the end, we hope people will experience and interact with Powell Street in a whole new way. It’s a fitting tribute to a city that shares our spirit of progress.

via Audi Progress.

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Tetley sheds old garb; turns into an international tea bag brand > afaqs!

Conceptualised by the London-based design boutique Ziggurat Brands, the brand now has a uniform look across 70 countries. The new look has been supported with a new global positioning, ‘Free your mind…That’s Tetley’.

In an effort to give a uniform look and feel to its tea bag brand around the globe, Tata Tea has revamped Tetley with a new positioning, new logo and packaging.

Speaking about the new look, Sushant Dash, vice-president, marketing, Tata Global Beverages, says, “Tetley has been present across many countries in the world for years now. However, the brand had a look and positioning that was local and was different for every market. Therefore, we decided to bring uniformity. The refreshed Tetley brand creates a bolder presence on shelves and allows shoppers to explore our range of products with greater ease.”

Conceptualised by the London-based design boutique Ziggurat Brands, the new design focusses on building stronger emotional appeal to consumers. As part of the brief, the agency was asked to retain the colour blue, as historically, this has been the one element uniting the brand around the globe.

Describing the new look, Adrian Collins, managing director, Ziggurat Brands, says, “The main principle behind the new logo that shows tea leaves swirling around is about a person enjoying the stirring motion of a cup of tea. The stir further emanates from the ‘Y’ within the logo and then acts as a canvas for the product elements of the design. We went for this kind of look in order to emphasise the fact that drinking tea involves more than simple re-hydration.”

Furthermore, for the new logo, the agency has used a softer typeface which it claims is modern, approachable and welcoming. The range is differentiated using background colours on the packs. For example, for black tea, blue colour is used, while the green tea has green colour.

The design boutique, apart from creating a new look, has also worked on the position, ‘Free your mind…That’s Tetley!’. The earlier positioning of the brand in India said, ‘Chai mein twist. Life mein twist’. According to Dash, the new design brings the new positioning to life and demonstrates to both current and new consumers the extent of the Tetley range, making it more relevant to today’s tea-drinking consumer.

In India, the creative duties for Tetley are managed by Lowe. The company has no immediate plans to roll out a national campaign, rather it is promoting the new look through retail marketing such as displays at point of purchase. Dash opines that the tea bag category is a niche section, which needs to be promoted only at places where its consumers are to be found.

via Tetley sheds old garb; turns into an international tea bag brand > afaqs! news & features.

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Coca-Cola Begins 2012 Olympic Promotion a Year Early | News – Advertising Age

Coca-Cola is kicking off promotion of its “eight-pack” of Olympic athletes a year earlier than it has in the past. The decision to publicly announce the Olympic champions and Olympic hopefuls that will be used on the beverage giant’s packaging and in other promotions leading up to the London 2012 Olympic Games was influenced by a number of factors, said Dina Gerson, director-Olympic marketing for Coca-Cola North America.

A recent gathering of major consumer-package-goods players is generating interest from major retailers, and last month’s royal wedding put a spotlight on London. Not to mention that the athletes Coca-Cola has selected have an unprecedented presence on social media, with large followings on Facebook and Twitter. In 2008, at the Beijing Olympic Games, Twitter was still in its infancy, while Facebook reached 100 million users the same month those games opened. Today Facebook has more than 500 million users.

“We’ve gotten so much interest and excitement that we knew it was going to get out, so our team decided we should be in front of this one,” Ms. Gerson said, adding that the athletes are always selected this far in advance, so that photo shoots and the like can be scheduled around training and competition schedules.

One reason the industry is already buzzing about the athletes that will grace Coca-Cola packaging is the first Consumer Packaged Goods Summit, held in partnership with the United States Olympic Committee. The summit, held in Colorado Springs, Colo., this spring, included Kellogg, Procter & Gamble and Anheuser-Busch. Ms. Gerson said the concept is for CPG companies to team up as they work on marketing programs with retailers. It’s early days, but if all goes as planned, the 2012 Olympic Games could have a bigger presence at retail than past games.

“It’s everyone truly coming together and understanding that some of the retailers won’t do six separate programs,” Ms. Gerson said. “It’s a first, and it’s a best-in-class program we can build on going forward.”

With Coca-Cola already talking to partners about its selected athletes, Ms. Gerson said the athletes themselves are also eager to begin talking about the affiliation. They have Facebook pages and Twitter accounts where fans tune in for updates. Gymnast Shawn Johnson quickly tweeted the news to her 84,000 followers, for example, as did soccer player Alex Morgan and wrestler Henry Cejudo.

“They’re young up-and-comers and into the social-media world,” said Ms. Gerson. “They’re very excited about sharing [the news]. And they have large networks and followings. To bottle that excitement wouldn’t be ideal.”

The athletes are a diverse group and include several sports and events Coca-Cola hasn’t tapped into before during the Olympics, such as diving, tennis, wrestling and women’s soccer. The athletes include David Boudia (diving), Mr. Cejudo (wrestling), Marlen Esparza (women’s boxing), John Isner (tennis), Ms. Johnson (gymnastics), Jessica Long (paralympic swimming), Ms. Morgan (women’s soccer) and David Oliver (hurdles).

Ms. Gerson said that Coca-Cola looks for diversity in sport, gender and ethnicity when preparing its roster. It also takes into consideration public speaking ability, the athletes’ story and their potential to medal. Ms. Gerson said medal potential is not the most important thing, however, and it’s not even certain whether each of the athletes will actually compete at the games. Coca-Cola has had athletes drop out because of injury or simply have a bad day during trials and not make the cut, Ms. Gerson said.

“It’s a risk, absolutely, but they’re part of the Coca-Cola family, win, lose or draw,” she said. “We looked at over 600 athletes and talked to everybody from the U.S. Olympic Committee to NBC to the International Olympic Committee. Our Olympics athletes are a powerful asset. They touch so many people.”

Each of the eight athletes, with the exception of Mr. Isner, who is competing in the World Team Cup in Germany, was in Boston this week for photo shoots. Their likenesses will appear on a variety of packages, including an eight-pack of 90-calorie mini-cans and an eight-pack of 20-ounce bottles. Typically, Coca-Cola has selected six athletes and touted them as a six-pack. This is the first time the roster has been expanded to eight athletes. Ms. Gerson said the athletes will also appear on 1.25- and two-liter bottles, fridge packs and in-store displays. They’ll also be used for public relations and in-store marketing efforts beginning in the first half of next year.

via Coca-Cola Begins 2012 Olympic Promotion a Year Early | News – Advertising Age.

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Dell Designing on Brand | In-HOWse

Dell’s secret to branding success is simple – the internal team didn’t just execute and walk away, they were, and continue to be, engaged in the brand with internal clients and outside agencies at every level and in all media. Having met the team, this comes as no surprise. Part agency, part design firm and all savvy – the GBC team sets the bar high and takes great pride in their work. Most importantly, they value strategy and consistently apply it to their assignments.

What began in 1984 inside a university dorm room with a $1000 loan is now one of the world’s most recognizable technology brands. With over 100,000 team members across the globe, Dell offers solutions that span from mobile devices to servers and gaming desktops to cloud integration services. But Dell is focused on more than just technology. Having recently been named the greenest company in America by Newsweek, Dell devotes significant effort to corporate responsibility initiatives across the world—all in hopes of empowering human potential.

Over the past few years, Dell has repositioned its brand by redefining its core purpose—giving customers the power to do more with its technology solutions. The internal Global Brand Creative (GBC) team brings the brand to life by ensuring a consistent experience for all of Dell’s customers and team members while inspiring, encouraging and celebrating the power of creativity.

Since taking part in the larger brand repositioning effort, the team worked to redefine brand perception by crafting the vibrant new visual identity system you see today. With the help of agency partners the team then developed a set of brand standards to clearly guide the new identity rollout to every brand impression—from campus building signage to packaging to retail environments and Dell.com.

The Global Brand Creative team members also offer creative and brand strategy guidance internally to positively influence corporate culture and executive messaging. They spend significant time supporting business unit-specific initiatives and campaigns to ensure the brand is properly articulated in marketing communications.

This passionate, growing internal team shows immense depth of ability, as they collaborate, guide and execute brand expression across all touchpoints.

via Corportfolio: Dell Designing on Brand | In-HOWse.

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Selfridges: Project Ocean

A marine-themed call to action.

Upscale London retailer Selfridges is challenging the public to imagine a world with ‘no more fish in the sea’ by transforming its store into a marine-themed experience.’Project Ocean’, designed as a call-to-action to address the issues of sustainability, overfishing and marine protection, is being run in conjunction with the Zoological Society of London.

Creative elements include an in-store bucking bronco whale ride and a giant window wrap, one window of which allows consumers to donate money, via a touch-screen, to release more fish into the ocean. Donors can then interact with the fish on the Selfridges window and also on a dedicated microsite.

There will also be film screenings, workshops and educational sessions for families taking place in the store, plus frogmen marching the aisles, massive balloon installations and themed t-shirts designed by Katherine Hamnett. Project Ocean will culminate with the GLOBE World Ocean’s Day summit on 8 June.

via Selfridges: Project Ocean – Interactive (video) – Creativity Online.

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identityWise | A Quick Look at Brand Identity Trends

Looking at trends in brand identity design is always eye-opening. This year is no exception. There have been some bold branding moves among the household names of corporate America that have kept the blogs buzzing with opinions of all types. Below we take a look at some of these changes.

Refreshing of Brands

Something that we have often preached is to be very thoughtful about how far you stray when updating an identity. A major change can often be the best direction in many situations for many different reasons. In other cases, when there is not a major shift in brand strategy, a refresh or refinement of the existing visual identity may be the more appropriate solution.

A case in point is Apple’s iTunes product. The iTunes logo was modified so that it more accurately reflected today’s marketplace for recorded music. The old logo showed a musical note overlapping a CD. Needless to say, incorporating an image of a CD for a product brand that is based on music downloads is quite a disconnect. The new mark shows a simple musical notation on a dimensional background. The message is more relevant and the visual is more compelling.

Before

After

 

For more click below…

via identityWise | A Quick Look at Brand Identity Trends.

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McDonald’s Launches Billion Dollar McMakeover

The Big Mac Daddy of fast food is getting a different look — so different that regular customers may not recognize it anymore.

By 2015, some 14,000 McDonald’s locations in the United States will get a miraculous McMakeover, turning them into modern, contemporary eateries with a homey inviting appearance.

Out with the old — the dominant yellows and reds, the garish arch, the fiberglass tables and the antiseptic interior. In with the new — more subtle signage, muted colors, just the suggestion of an arch, wooden tables, leather club chairs arranged in conversation areas — even flat-screen televisions and Wi-Fi.

If this sounds suspiciously like a Starbucksian transition, it should.

McDonald’s has looked to Starbucks, also upgrading its stores to mark its 40th anniversary, as a model for a quick-serve eatery that can offer speedy service but also encourage customers to linger over a cup of coffee. The fast food chain is also well aware that the success of restaurants such as Panera Bread is built around different types of food offerings served in a more upscale setting.

It’s a refurbishment that will cost upwards of $1 billion, a big bet by McDonald’s that it can not just retain its current customers, but appeal to a whole new generation of foodies.

 

Max Carmona, senior director of U.S. restaurant design for McDonald’s, tells USA Today that the redesign is all about simplicity. It represents a mix of ideas from updated McDonald’s locations in Europe and Australia, but it also incorporates the thinking of upscale restaurants, and even brands known for clean design, like Apple.

“We’re not trying to be Apple,” said Carmona, “but we can be inspired by them. When you’re inside an Apple store, you almost feel like you’re inside an iPad — and you want to stay there. We want people to walk into McDonald’s and have the same feeling.”

This is more than a redesign, though. It’s a strategic move by McDonald’s to stay well ahead of its direct competition (like Burger King and Wendy’s) and more effectively compete with fast food restaurants that are a little further up the food chain, such as Chipotle and Panera Bread.

Along with the modern decor changes, which have been in the works since 2006 and were introduced in New York in 2009, will come ever-expanding menu of food and beverage items, pushing the envelope beyond the burger-and-fries staples. The old school way of thinking — get the customer in and out as fast as you can — is being replaced with the concept of engaging the customer to sit for a spell.

But will sprucing up its decor spell an increase in sales? McDonald’s thinks so. Several stores in Tampa, Florida that have been renovated are already experiencing an increase in sales in the double digits.

So next time you walk into a McDonald’s, don’t be surprised if it’s a whole new experience. You might even want to stay a while.

[Photo and video via USA Today]

via McDonald’s Launches Billion Dollar McMakeover.

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JWT animates 3,000 brands as virtual toys

JWT has developed a brand visualisation website, allowing brands to be shown as cuddly teddies or monsters, to compare brand characteristics.

Data used to develop the virtual mascots comes from Millward Brown’s BrandZ data on the values of the world’s leading brands, this year led by Apple.

The “character” and “personality” of more than 3,000 brands have been mapped. Users on the Brand Toys site can customise their own versions and share via social media.

Brand Toys aims to show at a glance how consumers understand and feel about brands, and quick comparisons can be made between brands, or about the same brand in different markets.

Guy Murphy, worldwide planning director at JWT, said brands were in danger of becoming uninteresting to consumers.

He said: “To ensure a rosy future for brands, it is crucial to consider marketing as a creative discipline. Brand Toys represents brands as consumers feel them—with personality and character, not as a series of numbers or complex mechanisms.

“The world’s growing experience with brands is leading to a global indifference to them. When brands are new to a country they are exciting, interesting, even symbols of economic prosperity. However, as brands mature in a market they can lose their shine and consumers wish to invest their time elsewhere.”

via JWT animates 3,000 brands as virtual toys – advertising news – Campaign.

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