OUTSTANDING EXAMPLES OF INSPIRING BRANDING

Jérémie LORRAIN

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IKEAhas reimagined the way we shop by creating a whole new family-friendly concept : smartly designed self-service furnitures in a maze-like store at an affordable price, all accompanied by bold Swedish & funny advertising campaigns. I t is said the cheap restaurant was also added to attract more people inside the store.

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NESTLÉis an established food leader that makes diverse creative investments in line extensions & existing brands to keep being successful. Nespresso or Kit Kat are the best modern demonstrations of its marketing strength. Nestlé also has powerful R&D and digital capacity to go « glocal ».

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SPOTIFYhas become the most popular music streaming service today by advertising & cleverly promoting their content from social media to multiple events. Spotify also managed to find out each user’s tastes by identifying suited playlists & brand new tracks for their users, making the brand millennial’s favorite.

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COCA-COLA

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is probably one of the world’s biggest investors in branding. It all starts with a unique secret formula, a distinct bottle shape, a stable price & happy global advertisements. But Coca-Cola keeps relying on timeless values to grab the audience through social media & special events with an adjusted offer.

APPLEhas gained its value leveraging emotions with a unique design & a great story-teller - Steve Jobs. Apple differentiates itself with innovative premium products & consistent commercials, but also the lifestyle it provides its users with : high-end products, unique design, bright stores & cool employees.

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MC DONALD’S

has known how to keep a uniform brand worldwide with the same iconic products & image, only adapting its offer to some extent : colors, quantities or local goods. To compete with the increasing competition, the brand also regularly upgrades its product range with premium items : coffee, bagels, pies…

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NIKE7

is first a communication company promoting heroism. It has one of the most recognized logos in the world & became a celebrity sport brand conveying successful values. Every Nike advertising spot is impactful and massively relayed on TV & digital with the compelling tagline : Just do it.

TINDERrevolutionized the dating industry by allowing people to chat & meet with others around them, (almost) for free. The brand even integrated the day-to-day life by practicing a lot of street marketing & funny advertisements. Tinder offers an addictive interface with constant innovations & quality users worldwide.

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KLEENEXquickly positioned itself as an emotional brand needed for happy moments too. Kleenex always plays out with trendy concepts to create the buzz & engage consumers. With a higher competition, the brand tries out new formats and packagings in order to stay innovative and successful.

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STARBUCKSowns its success to building a real customer experience around the coffee consumption : classy design, cosy atmosphere, custom-made coffee, friendly staff & fast service. All of those traits create an emotional & convenient connection with their audience that make Starbucks a great place to meet and move on with the daily life.

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L’ORÉALcleverly combines deep R&D with strong Marketing campaigns & distribution to conquer different kinds of consumers. The company’s strategy to keep buying new local brands affirms its leadership globally with massive media budgets & mega celebrity appearances each time.

« invest in all countries to diversify risks »

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ZARAtakes pride in copying high-end latest fashion trends to make it affordable for a larger mid-price market with no advertising. The secret is to maintain a luxury image that embodies high cultural capital accompanied by regular product extensions. Zara is an instant runway fashion « glocalized » thanks to an optimized supply chain in order to avoid being a « generic » brand.

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AMAZONbecame one of the biggest startup in the world with ingenious brand extensions (groceries, Kindle, cloud, Mp3…). The numerous reviews, free deliveries & recommandation module help boosting sales. Plus, strategic use of SEO & affiliate marketing combined with powerful supply chain & excellent customer service make Amazon even greater.

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DISNEY

14has a simple purpose : make every entertainment a magical & happy one. The brand keeps serving families with an innovative offer & a rich history, but also an ever extended powerful brand portfolio. Let’s not forget to mention the impressive design of Disney’s customer experience at every stage.

MTVis the youth & pop TV channel reference. Using a glocal strategy, MTV tries to fit into every culture with custom channels to match tastes & preferences. The brand also invests massively into advertising & opens its best programs to franchises (e.g. Jersey Shore).

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LIDLmade it a priority to change the public perception on its products, and it worked brilliantly. The website, the stores, the funny commercials and the quali ty product launches all contributed to a customer-oriented bright success.

« Big on quality, Lidl on price »

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REDBULLbroke the industry codes & transformed a weird flavored drink into a profit center. With a strong audience involvement, RedBull grabs the attention everywhere : schools, extreme sports, clubs, bars, etc. It also relies on a high production quality, street marketing actions & massive communication investment.

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ROLEXcreated its uniqueness by promoting details, exclusiveness & breakthroughs. The handcraf ted watches are promoted by celebrities, high-end cultural events & only sold through exclusive distribution channels. The brand image is well conveyed as a reward and status symbol for key successes in life.

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VICTORIA’S SECRET

is best known for its stunning yearly fashion show exposing gorgeous thin models in a fantasy atmosphere. The brand asset is also well relayed on POS with modern merchandising, brand extensions & an active digital presence. Plus, exclusive stores are opening internationally with a personal customer experience to make their young customers feel attractive.

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UBER20

made the most of our liberal economy to expand quickly by recruiting drivers in every big city, offering a range of economic to luxury options. Despite the jur i d i ca l barr ier s , t h e b rand established itself cleverly by filling the gap between taxis & private chauffeurs. They understood the need to find a quick, close & pleasant drive with a practical online activity.

FERREROis a multi-brand success with infinite product extensions that reach several segments through celebration & emotion. With massive innovation & advertising investments, Ferrero became an obvious daily purchase for the young ones, but also during holiday seasons. The brand usually benefits from large shelf space & a wide price range.

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DESIGUALconfirmed its name by claiming out-of-the-box higher-end looks & unusual designs. This bold image, associated with a clever street marketing type, gives the brand a fresh & singular identity. Desigual also uses a strong sponsorship technique to develop loyalty & attract new comers. Plus, its teams are young, fun & ambitious, which truly make it a unique diverse brand.

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DURACELLturned a random battery into a number one quality brand. A long lasting product associated with constant advertising through their now famous rabbit mascot left consumers with recognizable performance. The brand also keeps making the product difference easier with original colors & promotions.

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HARLEY DAVIDSON

establishes itself as a social group more than a bike brand. Its product extensions & customer relationship contribute to the ever lasting success of a strong name. The exclusive distribution strategy, innovative engines & real community are the key. What’s at stake now is the ability to sell to a younger and more diverse audience to stay legendary.

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is a French wellness entrepreneur, alumni representative & branding enthusiastJÉRÉMIE LORRAIN

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