MOJO BRANDING WE EXAMINE THE SPACE BETWEEN DESIRE AND DEMAND TO

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MOJO BRANDING MOJO BRANDING MOJO BRANDING MOJO BRANDING

DOES CREATIVEDOES CREATIVEDOES CREATIVEDOES CREATIVE

BUSINESS TRANSFORMATION. BUSINESS TRANSFORMATION. BUSINESS TRANSFORMATION. BUSINESS TRANSFORMATION.

WE EXAMINE THE SPACEWE EXAMINE THE SPACEWE EXAMINE THE SPACEWE EXAMINE THE SPACE

BETWEEN DESIRE AND DEMANDBETWEEN DESIRE AND DEMANDBETWEEN DESIRE AND DEMANDBETWEEN DESIRE AND DEMAND

TO EXTRACT EPIPHANIES FORTO EXTRACT EPIPHANIES FORTO EXTRACT EPIPHANIES FORTO EXTRACT EPIPHANIES FOR

BUILDING MOJO BRANDS.BUILDING MOJO BRANDS.BUILDING MOJO BRANDS.BUILDING MOJO BRANDS.

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MEET MOJOMEET MOJOMEET MOJOMEET MOJO

Mojo Branding is a strategy, design, innovation and insight agency.

Mojo Branding adds value to companies (and consumers ) by reconfiguring the rational and emotional “logic” that drives minds and markets.

Mojo Branding uses the brand experience as its unit of analysis—we examine cultural, consumer and category dynamics th rough the lens of the brand.

Mojo Branding is tactical and practical—we begin and end every client engagement with a candid conversation about desired market impact.

Mojo Branding believes clients deserve passion and p ersistence from their agencies…and we deliver this in our work.

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MOJO SERVICES MENUMOJO SERVICES MENUMOJO SERVICES MENUMOJO SERVICES MENU

Mojo Branding services are custom-configured (with l ove) to best address a specific client situation:

♥ Brand Architecture♥ Brand Engagement♥ Brand Essence / (re)Positioning♥ Brand Experience Engineering♥ Communications Strategy♥ Market Segmentation♥ Portfolio Strategy

♥ Concept Videos♥ Communication Graphics♥ Logo and Identity♥ Packaging Graphics♥ Visual and Verbal Language♥ Website Development

♥ Concept Development♥ Ethical Brand Innovation♥ Ideation♥ Innovation Roadmaps♥ Opportunity Identification

♥ Archival Insight Extraction♥ Brand and Category Semiotics♥ Consumer Portraits♥ Ethnography♥ Focus Groups and Depth Interviews♥ Metaphor Elicitation♥ Quantitative Surveys

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SERVICES BY NUMBERS:SERVICES BY NUMBERS:SERVICES BY NUMBERS:SERVICES BY NUMBERS:

IN ESSENCEIN ESSENCEIN ESSENCEIN ESSENCEMojo Branding has a creative (and proven) approach for developing a brand essence that can (re)position a corporate and / or product brand to win in minds and markets.

1) Articulate a “center-of-gravity”target that integrates across the brand’s segmentation2) Conduct deep-dive qualitative among this “center-of-gravity” target to identify…

> lived experience and desired experience> perceptions of client and competitor brands

3) Identify a brand essence that is compelling to consumers and differentiated from the competition

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ARCHITECTING OPPORTUNITYARCHITECTING OPPORTUNITYARCHITECTING OPPORTUNITYARCHITECTING OPPORTUNITYMojo Branding has developed a set of highly practical brand architecture principles and considerations that delivers a brand architecture that enables ambition while at the same time recognizes competitive realities.

Principles:1) Deliver brand values (while creating brand value)2) Clarify roles and relationships3) Leverage existing brand assets4) Focus investments for new brand assets5) Readily adapt to tomorrow’s branding needs

Considerations:1) Consumer memory is limited (as is interest in complex branding systems)2) Marketing budgets are limited3) Branding “real estate” onproduct and on media is limited

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RULES OF ENGAGEMENTRULES OF ENGAGEMENTRULES OF ENGAGEMENTRULES OF ENGAGEMENTMojo Branding has tremendous expertise in working the critical brand engagement levers to get the hearts, heads and hands of an organization behind delivering a superior (and branded) customer experience.

1) Education and evangelism 2) Customer experience initiatives3) Business planning process4) HR process and policies5) Brand management infrastructure

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Companies with highly committed Companies with highly committed Companies with highly committed Companies with highly committed

employees generated 200% higher employees generated 200% higher employees generated 200% higher employees generated 200% higher

threethreethreethree----year shareholder returnsyear shareholder returnsyear shareholder returnsyear shareholder returns…………Watson Wyatt Work USA Study, 2002Watson Wyatt Work USA Study, 2002Watson Wyatt Work USA Study, 2002Watson Wyatt Work USA Study, 2002

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SERVICES BY NUMBERS: SERVICES BY NUMBERS: SERVICES BY NUMBERS: SERVICES BY NUMBERS:

INNOVATING GOOD GOODSINNOVATING GOOD GOODSINNOVATING GOOD GOODSINNOVATING GOOD GOODSMojo Branding has conducted an extensive analysis of the ethical brandscape and has extracted 15 Ethical Success Considerations for developing breakthrough ethical brand innovations.

1) Define the target2) Tell me a story3) Mind how you make it4) Connect the dots5) Quality counts6) Badge the behaviour7) Smaller is better8) Materials matter9) Inform to inspire10) Price for profitability11) Identify the idea12) Speak the language13) Disrupt conventions14) Connect with a cause15) Seek validation

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Mojo Branding has a highly adaptive (and effective) qualitative insight methodology that works well for both consumer and executive interviews, a methodology that leverages the power of metaphors to answer any marketing question at all.

1) Identify question2) Identify audience3) Participants collect pictures to answer question4) Series of laddering probes during interview5) Participants develop digital collage and record voiceover

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META IS BETTAMETA IS BETTAMETA IS BETTAMETA IS BETTA

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FRAMING THE WORKFRAMING THE WORKFRAMING THE WORKFRAMING THE WORK

Mojo Branding is a strong advocate of structured thi nking and doing, but we don’t believe in GobaldyGook™ Frameworks…and the same goes for GobaldyGook™ Processes.

When possible, we prefer to use a client’s framewor ks, processes and language systems to make it easier for our work to have immediate impact.

We always work to design engagements (including fra meworks and processes) in a way that is optimized to a client’s needs and budget.

Brand Frameworks Are Myriad: A Partial listing of the many shapes,

colors and metaphors of brand frameworks we have worked with

in the past (and present)

• Brand Blueprint• Brand Intent• Brand Key• Brand Promise• Brand Pyramid• Brand Wheel

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MOJO MINIATURESMOJO MINIATURESMOJO MINIATURESMOJO MINIATURES

Brand Architecture: Brand Architecture: Brand Architecture: Brand Architecture:

Duality With DisclosureDuality With DisclosureDuality With DisclosureDuality With Disclosure

Created a brand architecture for a major technology components company to move up the value chain towards becoming a major consumer electronics brand. This “Duality With Disclosure” brand architecture was designed to allow the firm to leverage its high-quality manufacturing credentials in a way that enabled it to compete effectively in the image and lifestyle driven space of personal media players.

Brand Essence / (re)Positioning: Brand Essence / (re)Positioning: Brand Essence / (re)Positioning: Brand Essence / (re)Positioning:

Imagination for Business Imagination for Business Imagination for Business Imagination for Business

Advantage*Advantage*Advantage*Advantage*

Developed a global brand essence for a leading information technology company that recognized the firm was in the “Imagination for Business Advantage”business. This (re)positioning served as the foundation for all company efforts to transform its customer experience, including transitioning the company’s communications platform to maintain thought leadership and renaming its largest business unit to convey the new direction for the firm.*Note: Done before Mojo was born

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Brand Experience Engineering: Brand Experience Engineering: Brand Experience Engineering: Brand Experience Engineering:

Retail ReinventionRetail ReinventionRetail ReinventionRetail Reinvention

Engineered a new brand experience for one of the world’s largest DIY retailers through product and presentation reinvention. This “Retail Reinvention” strategy includedideas such as Aspiration Archetypes (organizing the aisles by consumer tastes rather than by manufacturer brand) and Up-and-Up Upgrades (using honest language to encourage consumers to upgrade to higher quality (and higher-priced) goods).

Communications Strategy: Communications Strategy: Communications Strategy: Communications Strategy:

Making a StatementMaking a StatementMaking a StatementMaking a Statement

Created a global communications strategy for a major spirits brand that moved away from its historical approach of promoting individual product variants and towards a new paradigm of “Making Big Brand Statements” at the masterbrand level. This strategy also established a new highly-authentic and highly-differentiated voice for the brand, as well as a new marketing model that recognized country-by-country level differences in brand development and marketing sophistication.

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Concept Development: Concept Development: Concept Development: Concept Development:

Time Will TellTime Will TellTime Will TellTime Will Tell

As the lead concept developer for a new pan-European mobile telecommunications offering, participated in an extensive qualitative hot recycling effort to optimize the concept against its uptake drivers and barriers—isolated “time” as a key idea and identified how to talk about time in a way that makes the concept much more motivating to consumers.

Innovation Roadmaps: Innovation Roadmaps: Innovation Roadmaps: Innovation Roadmaps:

InInInIn----andandandand----Out InnovationOut InnovationOut InnovationOut Innovation

Developed an In-and-Out Innovation for a global beverage marketer to leverage a fundamental category truth that it is relatively easy to get consumers to trial a new beverage innovation, but it is relatively difficult to get them to adopt a new liquid as part of their regular beverage repertoire.

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WANT MOJO WANT MOJO WANT MOJO WANT MOJO

FOR YOUR BRAND?FOR YOUR BRAND?FOR YOUR BRAND?FOR YOUR BRAND?

…………then contact then contact then contact then contact MojoMojoMojoMojo Branding!Branding!Branding!Branding!

If youIf youIf youIf you’’’’re interested in working with re interested in working with re interested in working with re interested in working with MojoMojoMojoMojo Branding, Branding, Branding, Branding,

wewewewe’’’’d love to hear from you.d love to hear from you.d love to hear from you.d love to hear from you.

cuppacuppacuppacuppa----tea@mojotea@mojotea@[email protected]

+44 (0)20 8394 1707+44 (0)20 8394 1707+44 (0)20 8394 1707+44 (0)20 8394 1707

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Documents

MOJO BRANDING WE EXAMINE THE SPACE BETWEEN DESIRE AND DEMAND TO