Backstage E-zine Vol. 2

Welcome to The Brand Theatre's E-zine - Backstage. Every month we'll keep you informed with the latest news from The Brand Theatre - as well as showcasing great brand ideas from around the world. The Brand Theatre offers services in Brand Insights & Consumer Research, Brand Strategy, Brand Identity, Strategic Brand Communication - (Events, Print Design, interactive Multimedia & PR), Experiential Branding, Internal Branding Programs & Customer Experience Management.

Standard Chartered Rebranding Campaign

4 Steps to Creating your Customer Experience

1. Create a Customer Experience Statement that states why you exist for your Customers.

2. Craft A Powerful Story that creates a compelling case for customers and employees to connect with your organisation.

3. Design the Branded Customer Experience at every touchpoint though focus on the touchpoints that provide the greatest opportunity to connect with your audience.

4. Measure, learn and understand what your Customers are saying and want. Work on implementing their suggestions in your Customer Experience Management Programs.

Brand Theatre offers Customer Experience Management services that include Consumer Research, CEM Brand DNA, Touchppint mapping and Internal Brand Alignment through Customer Experience Programs.

Email Jerome@thebrandtheatre.net or call Jerome @ 65-9271 6973 for more information.

3 tips for Small Brands to Compete with the Big Brands

Tip 1: Emotional Branding

Create an emotionally rather than rationally based relationship with consumers. This will create stronger brand loyalty and differentiation.

Tip 2: Strengthen your Position

Look at creating an intense relationship with your core target rather than immediate mass market appeal. By getting your core target to embrace your brand, you set yourself up for mass appeal.

Tip 3: Use alternative Strategies

Provide difference ways to communicate the Brand. A good suggestion is to use experiential marketing tactics such as Ambient, Roach, Viral, Casual, Guerilla etc to reach out to your targets.

The Brand Theatre Creates Branded Environment for Building Construction Authority

To deliver the BCA Brand, The Brand Theatre was appointed to create collaterals and branded tradeshow booth which represented the BCA brand. The tradeshow is part of an Experiential Brand Strategy utilised for stronger brand awareness and brand interaction with the BCA brand and its Values.

The Brand Campaign was a success and feedback has been fantastic. For ideas for your next Event, Design or brand communication needs, let The Brand Theatre offer suggestions on how to bring your Brand Strategy to life through Strategic Brand Integration.

Branded Environments: BCA Exhibition @ Suntec

Cross Cultural Branding Disasters: Pepsi

In order to keep a singular identity throughout the world, many companies stick with the same marketing campaign and brand message in every country. However this sometimes creates difficulties. For instance, in Taiwan Pepsi’s advertising slogan “Come alive with the Pepsi generation” was translated as “Pepsi will bring your ancestors back from the dead.”
The right Cross Cultural Strategy is needed in new Cultures. One strategy in this case is repositioning the brand in line with the culture of the Country to create Brand acceptance and buy-in.