Big Brand Theory

Jean-Philippe Randisi

What is left to humans

to define themselves

when they stop

believing in…?

God(s)?

Nations?

Ideologies?

Brands!

What makes a brand?

What makes a brand?

What makes a brand?

Clearly identified transferable

values

What makes a brand?

Clearly identified transferable

values Ubiquity

What makes a brand?

Clearly identified transferable

values Ubiquity Longevity

Many get invited, only a few make it

Because brands = $$$, any successful property owner will claim he owns

one. Reality is different, and turning a successful IP into a brand can never

be taken for granted.

Hugely expanded competitive universe

Execution critical at every stage

Need to drive development across new businesses, with different rules

and different expertise/skills needed to succeed

Expanding your competitive universe

From a well defined competitive universe (apps, online games, etc) to a

world where competition will include:

Movies

TV

Sports

Books

Lifestyle brands

Generic products

Fashion brands

Etc…

Execution, execution, execution

When you start asking consumers that they connect the dots between your IP in the digital space and its incarnation in the physical world, don’t blame them if they do!

A bad product will hurt your IP

A failed product launch (too soon, too late, too many, too expensive) will hurt your other retail products

Heaven is immersing your consumer in a world where he can connect to your IP in many different ways. Hell is when one of these connections provide a bad consumer experience.

A successful consumer experience is the result of a product that meets or exceeds expectations (innovation, quality, price, etc), is in tune with brand values, and somehow links back to brands’ home. A financially rewarding product is one that strengthen consumer’s loyalty to the brand.

You enter uncharted territory

First, accept that it might be a new business for you/your company

Do you have the skillset?

How are you going to acquire it? Insourcing

Outsourcing

Do you have the patience/time/resources

Can you cope with a very different lifecycle?

From the digital world to the real world

What are the upsides of IPs born in the digital space

Interactivity

Multiplatform

Engagement

What may be missing: aspiration provided by:

Clear set of brand values

Stories

Depth of characters

Unique look/design

Brand values

Stories & Characters

Unique look/design

Vs. Me Too

Some questions you may ask yourself

before embarking on a long journey

What does my property stand for?

What is its essence?

Why is it successful?

Are these traits product specific or

transferable?

Is another property with the same brand values

as/more successful?

Is there any other property targeting the same

demo/universe with the same set of values?

Is the design of my property unique?

Can this design/look easily turn into 3D?

Are these esthetics a defining attribute of my property?

Does design allow various interpretations and evolutions whilst

staying true to the original?

Does my property involve characters?

Are these characters central to experiencing my property?

Are these characters archetypal and aspirational for my consumers?

Are these characters distinctly cute or ugly?

Is there more than one character featured in my property?

Is there a storyline embedded in my property?

Is this storyline based on

archetypal/life defining elements

(friendship, love, comedy,

redemption, rescue, good/evil,

etc)?

If not, am I ready to create one

for the purpose of developing

brand extensions?

Is my property a long term priority?

Development of brand extensions takes time because of: Time to market

Acquisition of expertise

Retail/other cycles

Will my property still be a locomotive in the digital space by the time I enter other categories?

Am I ready to do what it takes to turn my

property into a brand?

What am I expecting from this? Revenue?

Longevity?

“Paid for” marketing?

Do I know what I don’t know?

How will I get the necessary expertise to make this project a success?

Do I realise how much time, energy and focus it will require?

Am I ready to adjust my property plans for “that”?

The good news is…

Others might want to help you…

An example

Not……………………nor

Click to play

Cut the Rope Release: Oct 2010 iOS and Android platforms, Blackberry Playbook. #1 paid, #1 free, #1 top grossing all over the world

Cut the Rope:

Experiments

Release: Aug 2011 iOS platform iPhone/iPod/iPad #1 paid app globally

Cut the Rope:

Valentine’s Box Release: Feb 2011 Valentine’s theme Om Nom in Cupid wings

Cut the Rope:

Holiday Gift Box Release: Dec 2010, Nov 2011 Holiday theme Om Nom in Holiday gear

Seasonal Gifts to Fans

Game Releases

… with continuous level and content updates!

Highlights

130 million players since launch!

On track to reach 500 million downloads by end of year.

#1 game on multiple app stores

Huge digital investment to continue to drive fans and ongoing use engagement.

750k Facebook fans

5 digital awards in 2011 including;

- Apple Design Award (WWDC 2011)

- BAFTA Award (British Academy of Film and Television Arts):

Best Handheld Game (2011)

Expanding franchise and brand experiences with the release of

comic books and animated shorts.

“Fresh,

challenging,

gorgeous and

highly entertaining” ~ Gamespot

“Excellent

gameplay value,

superb graphics,

accurate physics and

intuitive gesture

controls” ~ App Mode

“One of the

best puzzles games

out there that is more

fun than anything.” ~ App Advice

“Has all the

marks of a

winning

mobile app.” ~ PC World

A

Game!

“The best game on the iPhone.” ~ IGN

• Apple Design Award Winner WWDC 2011

• Best Handheld Game BAFTA Awards 2011

• Most Innovative Game Pocket Gamer Awards 2011

• Best Casual/Puzzle Game Pocket Gamer Awards 2011

• Best Handheld Game Game Developers Choice Awards 2011

• Best Puzzle Game Best App Ever Awards 2010

BAFTA 2011

Awards Galore

Apple Champions Cut the Rope Worldwide

Store Window Displays

Apple Champions Cut the Rope Worldwide

App Store Spotlight

Ongoing Global Press Coverage

… and much more!

Fans Love Om Nom!

Brand

A colourful and fun world with diverse graphics, slogans, characters and symbols… with much more to come!

Cute, easily recognizable

and very appealing to

children and adults.

Comics

Episodes

Launch plan

Hype at Retail

• Target the Tweens & Adults

• Exploit popularity and ‘cool’ of game for girls and boys

• Product strategy by gender

• Secure retail support to launch merch range

Collect and swap

• Target the Kids

• Building a collection of fun toys, games and gifts to create

ongoing desire for the brand

• Secure mass distribution and breadth of products

Promote-increase range –re promote

• Must have brand

• Retail: In store promotions, cross category

display, Gift with purchase

Consumer Products

Product Inspiration

Global Partners

Opportunities

QSR promotion in the US in Easter 2013

Thank You

Jean-Philippe Randisi

ITV STUDIOS GLOBAL ENTERTAINMENT