BRANDING

Uniting Art and Sustainability: Meet Patricia Luchetta and Her Non-Profit, Charlotte in Red

Freddie August 24, 2023 Blog, Strategic branding BRANDING, empowerment, KNOWTHYBRAND, personal branding, PURPOSE

In the world of art, where creativity knows no bounds, lies a visionary with a passion for positive change. Patrizia Luchetta, an Italian name with unwavering determination, is the driving force behind an inspiring non-profit organization called Charlotte in Red. This remarkable initiative aims to address gender inequality in the art world while promoting sustainability through the captivating medium of documentaries featuring talented female artists.

Join us as we delve into the extraordinary work of Patricia Luquetta and explore the transformative power of art and sustainability.

-> Listen here

Art and Gender Equality

Patricia’s journey towards creating a bridge between art and sustainability began with her academic pursuits. Having studied human geography and environmental economics, she developed a profound understanding of the interconnections of societal issues and environmental concerns. Her passion for catalyzing positive change found its first expression during her involvement in a biotech project at the Ministry of the Economy. However, it was her subsequent foray into the world of ESG initiatives that truly ignited her fervor for meaningful transformation.

At the heart of Patricia’s pioneering endeavor lies Charlotte in Red, a trailblazing project that unites her love for art with her commitment to gender equality. This visionary initiative revolves around the creation of a captivating series of documentaries, each featuring the inspiring journey of a female artist. Through these visual narratives, Patricia aims to spotlight the persistent glass ceiling that hampers the artistic expression of women while igniting collaborative efforts to break free from its constraints.

To amplify the impact of these powerful documentaries, Patricia plans to present them on YouTube. This decision reflects her deep-seated belief in the power of online platforms to spark vital conversations and build a community of change-makers. Beyond merely showcasing artworks, the project envisions organizing roundtable discussions between artists and corporate partners, fostering a platform where art and sustainability converge to create a profound ripple effect.

Unveiling Talent and Transcending Boundaries

The process of selecting artists for the documentaries is a fascinating journey in itself. Patricia collaborates with talented filmmakers, weaving narratives that artfully portray the essence of each artist’s journey and creative expressions. The search for these brilliant talents spans far and wide, involving a blend of word-of-mouth recommendations and extensive online research. Additionally, chance encounters at art festivals have led to serendipitous collaborations, enriching the project’s scope and impact.

As you can probably tell by now, Charlotte in Red embraces a global perspective, transcending geographical boundaries to explore diverse art scenes. The project’s journey commences as a pilot in Patricia’s home country, Luxembourg, where the captivating artistic heritage sets the stage for a remarkable endeavor. From there, the project embarks on a cultural odyssey, with sights set on vibrant cities like Lisbon, Barcelona, Tel Aviv, Berlin, Istanbul, and Amsterdam. Each city offers a rich tapestry of artistic expression, cultural diversity, and societal challenges, providing a cross-cultural lens through which art, sustainability, and gender equality intersect.

But Charlotte in Red’s ambition also transcends the art world. Patricia and her team are on a mission to encompass all 17 UN Sustainable Development Goals, recognizing their profound interconnections. By weaving sustainability into the fabric of each documentary, the project aims to educate audiences about the pressing need for collective action to address critical issues such as poverty, gender equity, and inclusion.

Within this context, the concept of ESG emerges as a pivotal framework for assessing companies’ impact on these sustainability goals. Patricia underscores the significance of supporting developing countries in making sustainable transitions, while also urging companies to invest in female talent and embrace diversity on their boards.

Challenges and Opportunities

As with any noble endeavor, promoting sustainability and gender equality comes with its set of challenges. Patricia navigates these waters with resilience and creative thinking. She emphasizes the need to strike a balance between economic interests and sustainability goals, ensuring that progress remains sustainable in the long run. Overcoming resistance to change requires a steadfast determination, as well as the courage to challenge traditional norms.

In a bid to harness the power of art for social causes, Patricia advocates for conceptual collaborations between companies and artists. These partnerships extend beyond mere sponsorships for fundraising purposes and instead seek to promote meaningful awareness of social issues and transformative action.

To realize the full potential of Charlotte in Red, Patricia seeks the support of those who share her passion for art, sustainability, and gender equality. As the project takes flight, she invites individuals and corporations to contribute to this extraordinary journey. With unwavering determination and the collaborative spirit of like-minded visionaries, we can paint a vibrant canvas of creativity and conscious action, forging a brighter and more sustainable future.

Charlotte in Red stands as a testament to the transformative power of art, capable of catalyzing meaningful change in the world. As this extraordinary project unfolds its rich tapestry of narratives and collaborations, it beckons us all to join hands in weaving a harmonious fusion of creativity, awareness, and transformative action. Together, let us become catalysts for a future where art illuminates the path to sustainability and gender equality, leaving an indelible mark on the canvas of history.

Mastering Personal Branding: The Path to Authenticity and Confidence

Freddie August 16, 2023 Blog, Strategic branding BRANDING, empowerment, KNOWTHYBRAND, personal branding, PURPOSE

Today, we have a special treat for you as we dive into the world of personal branding from a different angle with the incredible Sandy Grisby, a multi-talented photograph er, and personal branding expert.

In our efforts to develop our personal brand, we must acknowledge that we live in a world where image and perception matter. And like with work on our brand strategy, also with our image it’s easy to fall into the trap of creating a fictional character to please others. However, Sandy urges her clients to understand their target audience without sacrificing their genuine identity.

By striking a delicate balance between audience perception and personal authenticity, individuals can develop a personal brand that resonates deeply with their key stakeholders. Sandy’s own journey in personal branding showcases the power of being genuine – a key aspect that has helped her connect with clients worldwide.

So, let’s explore the significance of authenticity, the power of natural photos, and the art of personal branding that stands out from the crowd.

Listen to this episode of our podcast here.

Authenticity – The Heart of Personal Branding

In the world of personal branding, authenticity is the North Star that guides every successful journey; it’s not about crafting a fictional version of yourself but revealing the true essence of who you are.

Authenticity is the foundation of a strong personal brand. Understanding your target audience is crucial, but never at the cost of losing your genuine identity. Finding that delicate balance is the key to building a personal brand that resonates with your audience and connects on a deeper level. And, as a true expert, Sandy does this through number of techniques and tricks she learned along the way

The Magic of Natural Photos. We all want to put our best foot forward, it is human nature, but Sandy cautions against portraying yourself in a way that might misrepresent who you truly are. The secret lies in making subtle adjustments to enhance your presentation while retaining authenticity. This is why, in today’s world where photo manipulation and filters are rampant, Sandy emphasizes the significance of natural photos in personal branding. When portraying oneself authentically, it’s essential to retain those unique features and imperfections that make us who we are.

Sandy’s expertise in retouching photos comes into play here, as she skillfully removes distractions without altering her clients’ core identity. The result is a collection of captivating and honest portraits that capture the essence of the individual. This natural approach to photography leaves a lasting impression on viewers, fostering a sense of trust and relatability.

Unveiling True Personalities. Another remarkable aspect of Sandy’s approach is her dedication to capturing not just an image but the very essence of a personality. By spending quality time engaging in Zoom calls and multiple interactions, she creates a deep connection with her subjects. Through these interactions, Sandy gets to the heart of her clients’ authentic selves, allowing her to capture genuine and captivating portraits.

This emphasis on understanding and unveiling true personalities sets Sandy apart in the personal branding arena. Her ability to capture the essence of her clients has earned her the trust and loyalty of high-profile individuals from diverse backgrounds.

Mastering the Art of Flattering Photos. Sandy’s expertise extends to creating flattering photos that genuinely represent her clients. Through techniques like using natural fake laughs and adjusting posture, she brings out the best in her subjects, empowering them to convey authenticity and charisma in every frame. By embracing natural features, such as crow’s feet, which represent genuine happiness, Sandy ensures that her clients’ images reflect their true selves. On the other hand, she advises against forced expressions like smirking, which can detract from authenticity and connection with the audience.

Embracing Change and Consistency

In the journey of personal branding, change is inevitable. As we grow and evolve, so does our personal brand. Sandy understands the importance of staying current and relevant, and she encourages her clients to regularly update their professional photos to reflect their present selves.

Whether it’s a new haircut, a change in weight, or simply the passage of time, these updates ensure that your personal brand remains fresh and recognizable. Consistency is a crucial factor in building trust with your followers, and by regularly refreshing your images, you solidify your authenticity and foster a deeper connection with your audience, you present a cohesive and authentic brand that resonates with your followers.

Sandy’s emphasis on updating photos is not about erasing the past; rather, it’s about embracing change and showcasing the growth and evolution in your personal journey. The ability to reflect these changes through updated photos demonstrates that you are present, actively engaged, and committed to being genuine with your audience.

As a result, your personal brand becomes a true reflection of who you are at this moment in time, allowing your audience to connect with you on a deeper level. Consistency in updating your professional photos reinforces your credibility and shows that you take your personal brand seriously.

Beyond maintaining relevance, updating your photos also offers an opportunity to tell a better story. Each image captures a moment in your life, and by curating a collection of images that reflect different phases and achievements, you craft a narrative of growth and success.

Also, keep in mind that personal branding is has a strong visually-driven aspect and your clothing choices play a pivotal role in shaping how you present yourself to the world. It’s no secret that what we wear can profoundly impact how we feel and how others perceive us. When it comes to personal branding, clothing goes beyond mere fashion choices; it becomes a language of self-expression. Your wardrobe is a canvas on which you paint your personality, values, and unique style.

Sandy’s approach to the fashionable side of personal branding is rooted in understanding her clients’ personalities, aspirations, and lifestyle. By diving deep into their preferences and exploring the styles that resonate with them, she empowers individuals to curate a wardrobe that not only enhances their image but also aligns with their authentic selves. With Sandy’s guidance, clients discover the power of clothes as tools for personal branding. A carefully curated wardrobe ensures that you present yourself in a way that aligns with your values and resonates with your target audience. By dressing authentically, you leave a lasting impression on others, empowering you to forge meaningful connections in both your personal and professional life.

Expression and Confidence in Personal Branding

But, to go back to the beginning – personal branding is more than just appearances; it’s about finding authentic ways to express yourself confidently. Sandy’s guidance goes beyond capturing stunning photos; she helps her clients discover their unique voice and style, enabling them to shine with authenticity and charisma in every aspect of their personal branding journey.

In the age of digital media and social connectivity, expressing yourself authentically is vital. Sandy understands that a genuine personal brand is one that connects with your audience on a deeper level. It’s not about imitating others or conforming to trends but about embracing your individuality and finding your own unique way to communicate. Embracing self-expression in personal branding empowers you to stand confidently in your truth. When you are authentic and genuine, your audience will naturally gravitate toward you. People are drawn to those who embrace their uniqueness, and by doing so, you create a genuine and lasting connection with your followers.

Confidence is the key that unlocks the full potential of your personal brand. Sandy understands that projecting confidence in all aspects of your branding journey is crucial. From photoshoots to public appearances, confidence exudes a magnetic energy that captivates and inspires.

Embracing self-expression and showcasing confidence are the cornerstones of personal branding success. Sandy’s guidance enables her clients to authentically connect with their audience, fostering meaningful relationships that transcend superficiality. By being true to yourself and communicating with sincerity, you build trust and loyalty with those who resonate with your true self.

Remember, personal branding is not about creating a persona or fitting into a mold; it’s about expressing yourself confidently and authentically. The magic of personal branding lies in being true to yourself and embracing your uniqueness.

Find out more about Sandy’s services here

If you need help to unpeel your unique superpower and develop a personal brand strategy contact us

Unilever drops the ‘normal’ from its products and that is for a greater good

Supergiu89433 January 6, 2022 Blog, Gender Equality, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND, PURPOSE

Learning from the successful repositioning of its sub-brand Dove, Unilever is changing its approach to beauty. A bold move, and a very much welcome one.

Unilever drops the normal from its beauty products
Looking at the commercial perspective, the greater majority of woman that we see in the adverts have been modified or ‘photoshopped’ to fulfil the fake idea of ‘’beauty’’.

However this year brought some positive news: Unilever, one of the world’s largest consumer goods manufacturers and the owner of well-known brands such as Simple, Sunsilk and Dove committed to removing the word ‘’normal’’ from the whole range of its beauty and personal care brands’ packaging and advertising.

The move comes after a new research conducted by Unilever among Millennials revealed that 74% of people want the beauty and personal care industry to reflect a boarder definition of beauty.

In addition, the COVID-19 pandemic shaped new consumer and market trends: according to Global Beauty & Personal Care Trends 2021, beauty routines are now also used to combat stress and anxiety by bringing normality during uncertain times. Considering this factor, the appearance of “normal” is likely to become a contradiction of the impending era of self-acceptance. A result? A shake in the future strategic planning for many brands.

The report also highlighted that a brand value proposition is becoming measured by quality, meaning the impact of the purchase is seeing as a decisive factor. Consumers are directing their loyalty towards brands which can reflect on their individual lifestyle needs.

While this is a welcome movement,the question that comes to mind is ‘Why so late Unilever?’

In 2004, Dove launched a revolutionary campaign: The Dove Campaign for Real Beauty. The company decided to tackle the unrealistic interpretation of beauty after findings of major global study, The Real Truth About Beauty, revealed that only 2% of women around the world would describe themselves as beautiful. As a result, their primary message of Dove campaign was to celebrate woman’s uniqueness by creating ads that feature real woman and change their perception of beauty.

The well-developed campaign led to serious conversations on an international level about beauty, stimulating one of the most powerful marketing forms: world of mouth. It led to enormous media exposure, resulting in 700% uplift in sales but most importantly, it created a very clear place for Dove in consumers’ hearts.

Previously seen as unchanging and boring, Dove successfully repositioned itself from beauty brand to a personal care brand. Further, it formed a perfect platform on which they launched a number of new products such as hair care and shower gels.

Over the years, Unilever shifted its strategy from a silent parent-brand to an endorsed parent-brand, implying a stronger association of their own image with its sub-brands. This allowed them to build endorsement credibility for its individual brands and supported the process of their differentiation. So-called ‘’adding vitality to life’’ strategy began through a simple process of adding Unilever new logo design to every product followed by the restructure of their recruitment processes and employee trainings.

In other words, Unilever has logically planted a “vitality” seed in their operations which is slowly starting to flourish under the evolving era of unrealistic beauty standards.

To determinate the strength of a parent-brand it is worth to consider its brand equity through the impact on customer’s interaction and loyalty with its sub-brands. Dove was the one that efficiently detected and exploited potential market niches which gave their purpose a real meaning. They achieve this by building their consumers’ trust and a sense of a community that aims to fight for every individual self-acceptance. They continue to add value not just to the lives of its customers but to the whole society following their cutting-edge campaigns such as “Evolution” and “Real beauty sketches”.

Therefore, should their ability to learn be seen as a critical resource that enhances the effectiveness of the whole group performance?

Undeniably!

Unilever has also been undertaking an advancing growth strategy by acquiring more brands, particularly in the premium beauty sector. With the expansion of their business comes the incredible market opportunities, allowing companies to share and obtain their knowledge. But more importantly, with expansion comes the power of predominance. And just like some plants that produce structure to outcompete other species for dominance in order to adapt to life on land, Unilever have the potential to change lives of many people.

Understanding and pursuing our own purpose has never been so crucial as nowadays and this also strongly relates to brands. Since their future strategic approaches concerning the era of “normal” beauty are bound to grant us either empathy or relentless fantasy.

At the end of the day, we all should ask ourselves one question:

What does real beauty mean to me?

WRITTEN BY DOROTA RUBAZEWICZ

Dorota is a Council Development Associate at GLG and a member of KnowThyBrand advisory board where she brings her dedication and support as well as her contributions to the company’s efforts for gender equality.

Profit with purpose

Supergiu89433 September 9, 2020 Blog, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND, POSITIONING, PURPOSE, PURPOSE-LED BRANDS

In this video, I explain the importance of purpose, how purpose supports the bottom line, how to find your purpose and the importance of having a positive impact.
Simon Sinek famously said: it all starts with WHY. I encourage you, as a company, a CEO, a decision-maker, even as an individual, to look for your purpose, the WHY you do what you do.
Study after study has shown that brands with a clear purpose are more successful, they are able to attract and retain talent as well as clients. Society expects companies to have a purpose beyond making money and today companies have an opportunity to use their purpose to have a positive impact on the society and communities they operate in.

Brand mood board: what it is, why you need it, how to build it.

giulia July 25, 2020 Blog, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND

Often used by brand designers, a mood board is a tool to define and communicate the essence of a brand. In a nutshell, a mood board comprises of a collage of images, text, font types, colours that represents the key elements of a brand.

However, in recent times, more and more often brand mood boards are also used by brand strategists to go beyond the brand’s visual identity and identify the essence of a brand and what the brands stands for.

Why do I need one?

Brand mood boards have various applications:

Visual identity: your logo, colours, imagery, texture, typography, and creative designs. Going through the exercise of researching and selecting what truly represents your brand will help you with the design of your logo, the selection of the right font type for your communication, and the creation of a visual story for your brand. Importantly, it will also help guide graphic designers when working for your brand to understand it and deliver designs that are fully on-brand.

Strategic Identity: brand mood boards are also essential in helping you define what your brand stands for: visually displaying the values and purpose of your brand, beyond the carefully crafted words of your brand positioning, can elevate the message your brand carries. And at times, it can bring interesting surprises!

Case study: I was recently working with a team of managers and I asked them to write down what their brand stands for. Only technical words and professional sentences were provided by all participants; if we had stopped at that we would have ended up with an almost soulless brand. But when I then asked them to visually represent that same brand, all of a sudden the true purpose of the brand came to life, well beyond the technical benefits that the company offers. Why? Because humans are visually-oriented: we understand and process images faster and better than words.

Brand alignment: Your brand is only as good as they way it is delivered. It’s easy enough to state what your brand stands for, but how do you ensure that when your audience interacts with your brand, they truly experience what you promised? Getting together your teams and asking them to create mood boards that represent what they perceive your brand to be will help bring to the surface and address misalignments to ensure that your brand will be truly delivered at any touch point.

How to I build one?

The are several steps that you should follow before starting to work on your brand mood board, from understanding your audience, to market analysis, to brand positioning. Once you have done that, you can choose between several approaches. You could go old-fashioned with a physical board made with images and text from magazines, or go digital using programs like Canva and Pinterest. You can also choose to use existing images or to take pictures yourself.

Personally, my preferred approach is the old fashion physical board but with a slight twist: I provide only a certain number of magazines for the clients to use. In my experience this encourages creative thinking and really helps participants to think about the meaning of the brand.

Importantly, unless you are a sole entrepreneur, I would strongly encourage you to work on your brand mood board with your team, as this can spark conversations about your brand and can really help distill your brand essence.

To help you set up a mood brand session (and keep my kids entertained while I try to work from home!) I created the following step by step guide. Enjoy!

How to build a brand mood board.

giulia July 24, 2020 Blog, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND

Brand mood boards are incredibly powerful tools to distil the unique essence of your brand, and working on them with your team is essential to ensure brand alignment.

For this step-by-step guide we will use a fictional brand: summer. What is summer? We asked 3 children to help us distil the essence of what summer truly is… for them!

Brand disaster stories, can having a purpose actually harm your brand?

giulia February 24, 2020 Blog, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND

A few weeks ago I attended a business development meeting and, to my pleasant surprise, a significant portion of the session was dedicated to the critical importance for businesses to focus on their brand positioning before trying to sell their product/ service to anyone. Obviously, as a brand strategist and strong advocate of the pivotal role of branding as key to business success, I could not have agreed more.

And that’s when one of the participants bluntly shared his view on branding: ‘I work with an insurance company that is all about their purpose, mission etc, but obviously that’s just bull**it, because they are an insurance company, what is this nonsense about having a purpose? That’s not what sells policies!’

Having started my journey in branding within an insurance company and having experienced first-hand how actually having a strong purpose and sticking to the company’s value does sell policies, I simply couldn’t let this comment pass. So, at the break, I approached the participant to talk about his view. That’s when I realised that he was 100% right. All the money that this insurance company is investing in its brand purpose, values etc, is nonsense! But not for the reason you might think.

It is not because insurance, or any type of business for the matter, shouldn’t have a strong brand; it’s because branding is not just about saying that you have a purpose, it’s about actually living and breathing your brand and ensuring a 360 brand experience. Specifically, that insurance company says that they do have a brand purpose but their products, client service, and the every-day interaction with customers do not support their supposed purpose.

You can shout your mission as a company as loud as you wish, but if your employees, your customers, and the community at large don’t experience it, you are seriously wasting your money. Not only that, but promising something that you don’t deliver, is worse than not promising it in the first place.

Here are a few brands that had to learn that the hard way:

The Chipotle debacle

The American fast food chain Chipotle has always been committed to making food with integrity, serving fresh food that is sourced locally. But that becomes a problem when hundreds of your customers from all over the US get infected with the same bacteria and you can’t even determine what part of the recipe was the cause. That’s exactly what happened in 2016 to Chipotle, when, despite their brand promise, they ended up outsourcing to a supply chain and contaminating over 500 people with E.coli. The result? Uproar on social media that brought to a fall of 40% of their stock. Not only was there contamination, but the company suffered reputational damage as they failed to live up to their promise (not to mention the 100 out-of-court settlements with the victims of the contamination).

HSBC, not so local after all

Do you remember HSBC’s old brand promise? ‘The world’s local bank’. This motto was launched in 2002 but in 2011 the Bank had to recall it. The reason? Officially it was because the Bank had to cut operations in several countries following the 2008 financial crisis, so they couldn’t claim to be everywhere in the world. But that is not all. By choosing the term ‘local’ HSBC positioned itself as that trusted bank that knows and values local customers, in the same way smaller local banks do, in addition to offering the weight of an international brand. However, when you think that HSBC has had a below average customer score since 2013, it’s easy to see that the bank is missing that local touch that would have brought the brand promise to life.

Volkswagen and the ‘diesel dupe’

After hugely promoting their ‘low emission cars’ in the states, the German car manufacture was found guilty of intentionally cheating the system to make it look like their cars were less polluting than they were actually were. The result for the brand was seismic, with significantly damages in market share, sales and brand reputation. As a result, VW had to move away from their ‘Das Auto’ branding because, as Reuters explains “[it] was pretentious—it suggested that Volkswagen alone defined the modern car”. This is a very important lesson that brands need to learn: In an age in which more and more brands correctly look for meaning beyond purely financial gain, it is critical to be true and to ensure that your commitment is genuine, relevant, and that all segments of your company are determined to bring it to life.

Giulia Iannucci is a brand strategist and digital marketing consultant with over 16 years of experience gained across the EU, Australia, Asia and the UK. Founder of her own business, KnowThyBrand, Giulia helps her clients position their brand as the cornerstone of their company, and guide them in creating professional and compelling digital marketing campaigns.

Brand with purpose

giulia February 1, 2020 Blog, Strategic branding BRANDING, BUSINESS STRATEGY, PURPOSE

According to Harvard Business Review ‘When employees experience a sense of purpose at their company and they believe their leaders set a clear direction and expectations (purpose + clarity), companies outperformed the stock market, achieving returns 6.9% higher than the market.’

The question is, how does a brand find its purpose? And not just that, but how do companies ensure that they live up to their purpose? Surprisingly, while the benefits of being in business with a clear purpose are becoming more and more recognised, companies are still slow in taking up the challenge.

But actually, finding your true purpose and living up to it is not as challenging as it may seem. The following infographic shows the basic key steps to conquering the ‘brand with purpose’ challenge, the challenge that can put you at the front of the race against your competitors, and most importantly, the challenge that your target audience is waiting for you to take!

The elusive meaning of Brand and Branding

giulia November 14, 2019 Blog, Strategic branding BRANDING, BUSINESS STRATEGY

Every month in the UK alone, ‘Brand’ as a term has an average of over 20k searches. The three most popular results are:

Brand – Wikipedia
Defining Brand: Why Is It So Hard To Find A Perfect Definition?
BRAND | meaning in the Cambridge English Dictionary

(Source: Moz)

Another interesting statistic is that the term ‘Branding’ – which has been around since for the past 2 centuries, when it was used predominantly to mark the property of animals by burning or “branding” a mark into your cattle to make sure that they couldn’t be rustled– has seen a steep increase over the past 20 years.

(source: google)

This seem to indicate that as individuals, as well as businesses, we are interested in branding, but we are not quite sure of what a brand truly is, let alone what branding means.

While it might seem surprising, in actual fact this is not a new finding. Even amongst brand experts there are discrepancies in what these terms mean, as we assessed a few years ago when writing the piece: Brand is everything… or is it?

The reason is that brand and branding are quite elusive concepts: are we talking about a logo, a promise, a perception…? And the list could go on.

And yet, this elusive concept of brand carries a real financial value, if you think that Apple – the world most powerful brand, according to Forbes – has a brand value of $205.5 Billions!

Even in my daily work I’m often asked what I ‘actually’ do for living. What does a brand strategist do? Is it marketing? Is it communication? HR? Or maybe Business strategy?

My reply is… I do branding, which encompass a little of all the above. But before HR professionals and business coaches (understandably) jump at me, let me rewind a little.

When I founded KnowThyBrand 5 years ago I was determined to change the way the world perceived branding, from a branch of marketing to an entity in its own rights. My vision hasn’t changed, but the focus has: it is not a question of separating branding from marketing, it is about understanding that businesses (as well as individuals) need to be unique in order to stand out and be noticed, and they need to optimise the experience their target audience (internal and external) has with them in order to be chosen. In a nutshell:

Brand is the unique identifying essence of your business

It encompasses your Unique Value Proposition, your positioning, your mission, your values, your purpose, what you offer to your target audience that is so unique that they would choose you over your competitors.

Branding is the process of optimising the associations, feeling and impressions that your intended target audience experiences as a result of interacting with your brand.

This is a complex process because it encompasses customer experience, employer branding, internal and external brand alignment, communication, decisions about suppliers and partnerships, recruitment, and marketing, of course.

This is also a critical process, because it is ultimately positive outcomes that will bring the success to your business.

Not convinced yet? Here is an infographic that I created a few years ago, with all stats now updated, that explains the importance of branding. And if even professionals with the calibre of Neil Patel agree that this is something worthy of notice (check the bottom of the article https://neilpatel.com/blog/bootstrap-startup/ where part of the infographic is displayed), it is critical that your business doesn’t underestimate it:

Brand wars: Schweppes Vs Fever-Tree

giulia June 26, 2019 Blog, Strategic branding BRANDING, BUSINESS STRATEGY

How the brand that almost held the monopoly of drink mixers failed to see the rise of a dangerous competitor.

Schweppes and Fever Tree are both brands that produce and sell similar products (drink mixers) such as lemonade, tonic water and ginger ale. Schweppes was founded in 1783 by Jacob Schweppe as he perfected the process of carbonation and made artificial mineral waters; on the other hand, Fever Tree is a much newer brand founded in 2005 by Charles Rolls and Tim Warrillow as they explored various countries such as Congo, Tanzania and Sicily in search of ingredients to make the ‘best-tasting’ beverages.

Despite Schweppes being around much longer than Fever Tree, statistics show that Fever Tree had a very successful year in 2018 with revenue growing 52% within the UK. Previous figures showed that towards the end of December 2018, Fever Tree was the number one mixer brand as it overtook Schweppes with a market share of 39%, compared to Schweppes’ share of 31%, highlighting the dominance of the brand. So, what is the reason behind Fever Tree’s dominance over well-established Schweppes?

A fundamental factor as to why Schweppes is no longer the leading drink mixer brand is due to the failure in recognising the change towards premiumisation of mixers. This meant that the brand ignored consumer trends and dismissed competitors that found a niche within the market. Prior to Fever-Tree, mixers were of poor quality and made with cheap, artificial ingredients. However, Fever-Tree aimed to created mixers with enhanced taste while appealing to the mass market by not being overpriced. The premiumisation of the mixers was achieved by sourcing high-quality ingredients as Fever-Tree recognised the shift in consumer interest away from mass markets and heading towards products known for their quality. In order to capitalise on this market trend, on top of sourcing the finest ingredients to create a premium product, Fever-Tree implemented various marketing strategies to help establish the new, premium and modern brand.

Fever-Tree’s successful marketing strategy includes selling on-trade and off-trade in order to appeal to the mass market and not only those who can afford it. The brand targets dominant leaders in the restaurant and bar industry to gain support e.g. Waitrose and The Ritz. Fever-Tree work collaboratively alongside premium spirit companies to increase on-trade sales and allow bars to experiment with flavours but this is also beneficial for them off-trade; Fever-Tree get to promote their products and create consumer demand for premium products at off-trade retailers. Their mixers are readily available at off-trade stores such as Tesco and Carrefour for only 30p more than other brands such as Schweppes.

Another useful marketing technique was the use of Fever-Tree’s pop-up bars. In 2014, they launched a Gin & Tonic bar, providing 160 gins from international distilleries. Consumers could sample different gins and tonic waters to find their favourite combination. This clever method of advertising allowed Fever-Tree to entice consumers by giving them a taste of what to expect while also being honest as to how products are made.

Furthermore, Fever-Tree used strategic distribution to ensure products were not only sold within the UK but also internationally. The tonics are now sold in seven of the world’s top ten restaurants and reach an incredible number of consumers. Fever-Tree have four main areas of distribution: UK, Europe, USA and the rest of the world. This effective marketing strategy is a strong advantage as a clear allocation allows the company to closely monitor trends and results. The UK mainly distributes products in off-sale methods such as Waitrose and Tesco. Within the USA, products are sold on-trade and off-trade by a sales agent, therefore, all markets are covered and the product reaches different audiences. Fever-Tree continue to expand in multiple continents and have recently made an agreement within North America’s dominant distributor – Southern Glazer’s Wine and Spirits to exclusively distribute on-trade across 29 US states. Fever-Tree also work with Spanish gin connoisseurs who have been one of the largest consumers and invested £1m promoting the partnership between their gin and Fever-Tree.

On the other hand, Schweppes have found it difficult to implement a stable marketing plan. One reason for this is due to the lack of clarity of the brand’s ownership and poor brand management. In some markets within Europe Schweppes is owned by Coke, however, it is also its competitor within other European markets such as Nordic Mist in Spain. Schweppes lacks the marketing support that Fever-Tree strongly possess which makes it more difficult to grow within the tonic market.

However, in recent years, Schweppes re-launched with their biggest ever marketing campaign costing them £6.6m and included major changes to boost sales, regain position within the European market and reach new strategic targets. Some aspects of the campaign include TV and cinema advertising, a sponsorship of the Jonathan Ross show and a new digital campaign. Schweppes also partnered with a number of premium venues within the UK such as the Royal Albert Hall and the O2 Arena and similar to Fever-Tree, stand-up bars were put in these venues’ events to provide a premium mixing experience for consumers. Furthermore, to strengthen off-trade sales, different ranges of the tonics were made available at Rick Stein’s restaurants – allowing Schweppes to regain popularity and attract new consumers.

Schweppes’ inability to recognise new threats fueled by ambitious competitors has resulted in the decline of the brand. This serves as a lesson that no matter how established a brand is, it is imperative that they continue to adapt to the changes within the market, re-establish target audiences and enforce a well-planned strategy.

About The author

Fatma Al-Ameri is a second year Accounting and Finance student at Kingston University. Prior to this degree, she completed a-levels in Maths, Psychology and Film Studies. In her free time, Fatma enjoys watching football, playing the piano, and eating burgers. Currently, Fatma is completing a Consultancy in Practice module and in this role she has started blogging about branding and marketing.

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