Upload
idiare-atimomo-mcim
View
148
Download
0
Embed Size (px)
Citation preview
BRAND & CULTURE WORKSHOP
01 APRIL 2017
CREATING WITH CULTURE:
NIMBLE BRAND PROMISES IN A
CHANGING WORLD
Idiare Atimomo
COO
TWO APPROACHES:
ADAPTING A BRAND
PROMISE ACROSS
DIFFERENT CULTURES
STRONG ORGANIZATIONAL
CULTURES CREATE EPIC
BRAND PROMISES
Neglected truth…
Brand
Marketing
"It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change"
- Charles Darwin
4 P’s Assessment
Adapting a campaign across cultures – ‘Brotherly Love’ TVC by Coca Cola
Promotional Adaptation
1. BUILD using
unchanging human
truths
2. CHANGE the ‘must
change’ things – Skin tone,
music etc.
3. DISCARD the fear of
being politically correct.
Product & Place Adaptation
1. Produce to fit the taste
bud of every nation
2. STUDY the regulatory
environment or lose your
ventures
Price & Place Adaptation
1. CONTEXT of the economy
matters – N100 note benchmark
2. LOCATION of the sale
matters – Club Vs Streets
Promise Adaptation
Culture eats strategy for breakfast
- Peter Drucker
Which stock has performed better than Google, Facebook and Apple in the last 10 years?
Hint:
They admitted their product was shitty. Theyadmitted their product was shitty. They admittedtheir product was shitty. They admitted theirproduct was shitty. They admitted their productwas shitty. They admitted their product was shitty.They admitted their product was shitty. Theyadmitted their product was shitty. They admittedtheir product was shitty. They admitted theirproduct was shitty
How did they achieve this?
‘…it tastes like cardboard’ – ‘Dominos Pizza Turnaround’ TVC
ORGANIZATIONAL CULTURE IS HOW PEOPLE THINK, WHAT THEY DO AND WHAT GETS REWARDED
…ITS ALL JUST CODE FOR ‘BRAND’
CREATIVITY MINDSET
HOW PEOPLE THINK AND WHAT IS REWARDED
THE UP IN THE SKY EXPERIENCE
1. DEMYSTIFYING
advertising practice
3. ENTER the danger with
our clients
4. COMFORTABLE with
failure. Its just feedback
2. CREATING MASTERPIECES
on a schedule
‘Special Day’ TVC
Brand is culture, culture is brand
- Bill Taylor