Red Capabilities 09

“Copyright © 2008 red | brand builders. All rights reserved”.
• Focus – brand strategy & planning

• 30 years experience on global brands
• Working in Vietnam since 2002
Marc Graduated from the David Syme Business School in Melbourne, has built and operated
brand consultancies for more than 20 years, and held several interesting corporate roles –
Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’s
Australia and Regional Director of Marketing Burger King Corporation. In Vietnam Marc has
been Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.
In this presentation, we will talk about:
“Creating strategic differences

through brand building”
- I will do so by using a case study to illustrate the

process first
- then I will take you through a fictional example created

for this conference to step you through the process
“but first let me tell you a little bit about
red | brand builders”
red is beautifully simple and powerfully bold.

The colour of passion, life, luck and success.
To build a sustainable competitive advantage.

We create long-term brand building partnerships.
A full-service branding and marketing agency.

The red team blends international expertise with local know-how, offering clients
clever ways to connect their brands with consumers to deliver winning results.
We start with an analysis of our clients’ complete brand environment,

speak the truth in advising what needs to be done, and make it happen.
Vietnam market entry - Brand strategy

Brand campaigns - Brand design - Brand packaging
Brand activation - Brand digital - Brand trade marketing
red brand building process
Strategic Planning Define the Brand Media Plan, Calendar Media Bookings Campaign
Commences Essence and Budget Agreed confirmed extensions, PR,
activations
investigated
Final briefing Reasons to Believe Agree Media and Campaign Creative Media Materials
documents Channel strategy concept developed delivered
by Channel
Identify insights into The Brand Benefits Evaluate alternative Creative Concept Production
what drives media strategies in order selected and
behaviour to achieve campaign refined
objectives
Consumer and The Brand Agree Campaign Concept Testing Casting and pre
Market Research Proposition Objectives, Reach, with Target production
Frequency, Geography, Consumers processes
Duration
What do we need Target Consumer Agree Media Target Creative Concept Identification of
to know ? demography, audience and identify Development external
Consumer, market, lifestage , mindset potential points of brand production
competitors contact resources
Marketing Category What media do our high The Creative Brief Storyboards
Campaign segmentation vs potential customers and final layouts
Objectives consumer needs = consume? approved
open opportunities
insights Brand Strategy Channel Planning Creative Production

examples of our past brand building projects...
...creating unique brand equities in

Vietnam, and for
Vietnamese brands you may know

FPT Unifying brand concept of Digital Identity & Cross
Divisional Brand Guidelines
OMO Tet Promotion Creative – past 5 years

Opera View Building Brand Logo and Identity

Joy Brand Logo and Packaging Design

Trung Nguyen Brand Evolution and Packaging Design

G7 Brand Logo Evolution and Packaging Design

…. what is a brand ?
to me
a great brand is ‘a collection of stories’
that you want to be part of
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as professional marketers we build brands,
because a brand is a
sustainable competitive advantage

that consumers will pay a premium for

and that competitors will struggle to duplicate
19
the process through which we build brands
works by creating rational and

emotional connections
between products or services and consumers

And in that context, I believe:
20
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brands are built on emotional connections

we understand the shift
From label To brand
and the value

this creates
22
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• Coca-Cola’s revenue 2007: 28 Billion USD
Source: The Coca-Cola company
• Coca-Cola’s brand value: 66 Billion USD

Source:
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for Coca-Cola
– so lets review the brand building process
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Step 1: Identify a consumer need or opportunity
as a Product and Proposition
Product
CARBONATED WATER + Proposition
SUGAR, CARAMEL REFRESHMENT
AND CAFFEINE…
Step 2: Create a Brand Framework
Proposition: Brand Coca-Cola - ‘Refreshment’
Benefit(s): Refreshment in body, mind and spirit
Reasons to Believe: sustainable advantages
Functional Emotional
• Water, sugar, caffeine • Social acceptance

• ‘Secret’ formula • Contemporize and connect
• Carbonation yourself
• ‘Burn and bite’ at the
• Optimism
back of the throat • A personalised world
27
Step 3: brand identity ‘embodies’ the framework
27
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Step 4: campaign amplifies the brand proposition
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• brand campaigns - communicate both functional and
emotional ‘Reasons To Believe’
– but in many categories functional ‘Reasons to
Believe’ are - ‘cost of entry’ (everyone has them)
• emotional ‘Reasons to Believe’ - build the stories,

relationships, loyalty and ‘meaning’ into transactions

– These lie at the core of sustainable competitive
advantage and the creation of ‘brand value’
• As people we are all different, even though at a
functional level we are all built in quite similar
ways
• What makes us different from each other, and

meaningful to each other, are our stories
Brands are like us…

‘our beliefs
(about everything - including brands)
are based on our feelings,

justified by facts’
our beliefs and feelings about brands
are either confirmed
or changed
by brand experiences
lets work through a fictional example
We will look at
the ‘non alcoholic beverage category
Step 1 - Research and Map consumer

needs and opportunities
Compare these to
the products and propositions
of existing brands
to find a gap
Step 1: Map the Gap. Identify a consumer need or
opportunity as both a Product and a Proposition
JUICE VITALITY
VITAMINS Product ISOTONIC HEALTH Proposition ENDURANCE

WATER + SALTS REFRESHMENT +
RED TEA
Ambitious Men 18 to 35 CALM CLARITY
Step 2: Brand Name Creation
Consider Descriptors: mountain spring water with the added benefits of

red tea and isotonic salts
Benefits: Of mountain spring water (hydration) of red tea (calm clarity)

of isotonic salts (endurance)
Target Audience: Men 18 to 35, ABC Class, ambitious, educated,

driven to create a better future for themselves and their families
Consider IP Protection - Registration(s): Trade Marks, Domain Names,

Business Names, Design Copyright…
- make sure you can own and protect the name
The Naming Brief: an ownable name suitable for - ‘isotonic tea for calm
endurance, made with pure water from a mountain spring’
Step 2: Naming
Name: Red Mountain
Concept:
Red - for boldness, passion, life, luck and success
Mountain - for endurance, serenity, strength and inspiring

heights
Step 3: Create a Brand Framework
Proposition: Red Mountain ‘Refreshing isotonic tea for calm

endurance’
Benefit(s): ‘Red Mountain’ helps you perform at your best for longer, so
you can achieve more in life’
sustainable advantages
Reasons to Believe:
Functional Emotional
• Red tea for calm clarity • I can be my best - calm, clear and
• Isotonic salts to replenish your full of energy to keep trying
body for endurance • When I ‘go to the mountain’ I am
• Pure Mountain Spring water for returning to my center
hydration • Confidence in myself and my
• Fresh tea taste ability to overcome any obstacle
• All natural
Develop a Logotype: to represent ‘Red Mountain’
Develop Brand Guidelines: to capture the Red Mountain

story - of success through boldness, endurance, strength,
serenity, life, luck and inspiring heights
Select colours, fonts, images and styles to communicate to

ambitious 18 to 35 year old men that Red Mountain can
sustain them on their road to success - bold, young, calm,
yet strong, contemporary, inspiring…
40
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Develop Packaging: Red Mountain logo on

RTD tea bottle in PET, with imagery portraying, tea, calm,
strength, endurance
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Step 5: campaign amplifies the brand proposition
Develop a Brand Campaign: based on Consumer Insights
Find a Meaningful Moment:
‘When you need to ‘be your best…’

Develop a campaign concept - based on our brand

guidelines: ‘Red Mountain can help you succeed by enabling
you to perform at your best for longer…’
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Summary – Building a differentiated brand
Step1: Map the Gap - map products and propositions to find a meaningful
gap in the market to meet the needs of a defined target audience
Step 2: Name Creation – the name should embody the brand concept in
a unique and ownable way
Step 3: Create a Brand Framework - to capture the brand proposition, the

brand benefits, and the rational and emotional reasons to believe (Focus
on the unique emotional stories that will differentiate the brand)
Step 4: Create a Brand Identity - with brand guidelines to ensure that

everyone associated understands what the brand stands for and how it
should look and feel - and why the brand is unique and different
Step 5: Develop a Brand Campaign - based on a consumer insight to

amplify the brand story on both functional and emotional levels, and
uniquely connect our brand proposition with our target audience needs
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No one builds a brand alone.

Thank you for this opportunity to share our process.
red Vietnam, Chris Elkin, Managing Director

10 Phan Ngu St. chris@red.vn
Da Kao Ward, District 1 +84 (0) 903 042 545
Ho Chi Minh City
Vietnam
T +(84 8) 8200 169 Tram Nguyen, Client Representative Director
F +(84 8) 8200 229 tram@red.vn
W red.vn +84 (0) 906 726 788

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“Copyright © 2008 red | brand builders. All rights reserved”.

• Focus – brand strategy & planning

“Creating strategic differences

- I will do so by using a case study to illustrate the

- then I will take you through a fictional example created

red is beautifully simple and powerfully bold.

To build a sustainable competitive advantage.

A full-service branding and marketing agency.

We start with an analysis of our clients’ complete brand environment,

Vietnam market entry - Brand strategy

insights Brand Strategy Channel Planning Creative Production

...creating unique brand equities in

Vietnamese brands you may know

OMO Tet Promotion Creative – past 5 years

Opera View Building Brand Logo and Identity

Joy Brand Logo and Packaging Design

Trung Nguyen Brand Evolution and Packaging Design

G7 Brand Logo Evolution and Packaging Design

that you want to be part of

sustainable competitive advantage

that consumers will pay a premium for

works by creating rational and

between products or services and consumers

And in that context, I believe:

brands are built on emotional connections

From label To brand

and the value

• Coca-Cola’s brand value: 66 Billion USD

Proposition: Brand Coca-Cola - ‘Refreshment’

Benefit(s): Refreshment in body, mind and spirit

Reasons to Believe: sustainable advantages

• Water, sugar, caffeine • Social acceptance

• emotional ‘Reasons to Believe’ - build the stories,

relationships, loyalty and ‘meaning’ into transactions

• What makes us different from each other, and

meaningful to each other, are our stories

Brands are like us…

are based on our feelings,

Step 1 - Research and Map consumer

VITAMINS Product ISOTONIC HEALTH Proposition ENDURANCE

Consider Descriptors: mountain spring water with the added benefits of

Benefits: Of mountain spring water (hydration) of red tea (calm clarity)

Target Audience: Men 18 to 35, ABC Class, ambitious, educated,

Consider IP Protection - Registration(s): Trade Marks, Domain Names,

Name: Red Mountain

Red - for boldness, passion, life, luck and success

Mountain - for endurance, serenity, strength and inspiring

Proposition: Red Mountain ‘Refreshing isotonic tea for calm

Develop a Logotype: to represent ‘Red Mountain’

Develop Brand Guidelines: to capture the Red Mountain

Select colours, fonts, images and styles to communicate to

Develop Packaging: Red Mountain logo on

Develop a Brand Campaign: based on Consumer Insights

Find a Meaningful Moment:

‘When you need to ‘be your best…’

Develop a campaign concept - based on our brand

Step 3: Create a Brand Framework - to capture the brand proposition, the

Step 4: Create a Brand Identity - with brand guidelines to ensure that

Step 5: Develop a Brand Campaign - based on a consumer insight to

No one builds a brand alone.

red Vietnam, Chris Elkin, Managing Director

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