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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. |
Our Upcoming Brand Certification Program 18-22 Aug 2008
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5 Ideas to implement Your Brand Culture Internally
Live your Brand!We have run numerous Internal Branding Campaigns and Workshops for companies over Asia and one of the key issues that companies have is on how to create a Brand Culture internally. Here are 5 key ideas:
- Ensure all the leaders walk the talk and then challenge others to do likewise. We conduct special Manage on Brand workshops to align leaders to the brand and also the teach them empower their teams to deliver the brand.
- Develop a 1 year internal brand communication plan including key goals, key messages and strategic brand communication tactics to ensure employee involvement and support. For a recent client we developed a 1 year plan which then implemented and tracked. Results showed an overall increase in Employee understanding of the brand together with increase in Customer Satisfaction.
- Work closely with Corporate Communications to integrate brand building education and messages into internal publications, videotapes and speeches. In our internal branding projects we identify all key internal touchpoints and develop a touchpoint map to align the brand consistently across all touchpoints.
- Build a Brand Champion team to police, monitor, advocate, support and spread the brand to their colleagues. We run a brand champions program where we train a team of brand champions to handle all internal branding issues for their company.
- Create clever out of the box tactics. We created a deck of playing cards with the brand values printed on the back for a company with a passion for taking risks. For another company we create a brand mascot who appeared at all company events to remind employees what the brand stood for. Not only was it fun it also drove across the brand message across.
The Age of Premiumisation
Evian recently launched a its new bottle drink in a limited edition bottle costing USD50. Burger King launched its new kobe burger costing USD180. This is part of a growing trend known as premiumisation. Premiumisation is the topic of the year and marketers need to grasp its significant strategic opportunities. The reason for the rise of this trend is that Consumers are more comfortable paying higher prices if it is exclusive and provides that extra value. Also with the multitude of brands in the market place, brands have realised the key is to stand out, premiumise so that the large range of store brands wont affect them.
(excerpt from Derrick Daye)
Like it or not, premium burgers, luxury drinks and $100 chocolates are here to stay. Consumers are quickly growing accustomed to super-premium products - the age of premiumisation has arrived. Find out how we can help you with ideas on how to implement this trend in your business. Email us at jerome@thebrandtheatre.net
The Brand Theatre wins BCA again
The Brand Theatre win the Strategic Brand Campaign of BCA green mark launch and industry recognition awards. Work scope included Brand Concept, Brand Identity design, Strategic Brand Communication - Collaterals and Event Management of the Green Mark Launch and Awards.
(Invitation Card Concept featured a 2D card which opened up to depict the Singapore landscape in 2D. The design elements featuring brand colour, tone, voice, style where reflected consistently across all touchpoints of the launch.)
Contact us @ backstage@thebrandtheatre.net if you need help Building and Launching your brand consistently and uniquely through design, interactive, video, events or promotional platforms.