The Case Study of a Brand

• Leading Microbrewer of Chai Concentrates

• Organic, Fair Trade, Kosher

• Private Label or Branded options (Currently producing 7 brands of chai)

Why Re-Brand?

•The business evolved

•Have more resources

•Better understanding of our capabilities and potential

• Image no longer reflective of who we are

Authentic

Genuine

Genuine

Purity

Traditional

Focus

Humor

Environment

Balance

First Step – Understand Yourself

Second Step - Market Position

Micro-brewed Mass Manufactured

Strategic Objectives - Be Clear

•Evoke an emotional connection to our product

•Represent ourselves as a premium chai brand

•Communicate our values to the market

•Be Authentic, have fun

Strategic Execution - Now What?

•Multiple components to execute the strategy

•Align your execution with your vision

• Invest or outsource?

Our Process

Putting Components Together

Packaging

vs.vs.

Packaging Transition

Image Transition

Plain/Simple Vibrant/Alive

Web Presence

Static/Cold/Boring

Dynamic/Emotional/Engaging

Industry Events

Customer Touch Points

Industry Advertising

People will resist change if they do not understand it

Be Consistent

Be Prepared

Be Patient

•Be Unique

•Be True

•Be Yourself