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