1. OUTSTANDINGEXAMPLESOF
INSPIRINGBRANDING
Jérémie LORRAIN
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2. IKEAhas reimagined the way we shop by
creating a whole new family-friendly
concept : smartly designed self-service
furnitures in a maze-like store at an
affordable price, all accompanied by
bold Swedish & funny advertising
campaigns. It is said the cheap
restaurant was also added to attract
more people inside the store.
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3. NESTLÉ
is an established food leader that
makes diverse creative investments in
line extensions &existing brands to keep
being successful. Nespresso or Kit Kat
are the best modern demonstrations of
its marketing strength. Nestlé also has
powerful R&D and digital capacity to
go « glocal ».
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4. SPOTIFYhas become the most popular music
streaming service today by advertising
&cleverly promoting their content from
social media to multiple events. Spotify
also managed to find out each user’s
tastes by identifying suited playlists &
brand new tracks for their users,
making the brand millennial’s favorite.
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5. COCA-COLA
4
is probably one of the world’s biggest
investors in branding. It all starts with
a unique secret formula, a distinct
bottle shape, a stable price & happy
global advertisements. But Coca-Cola
keeps relying on timeless values to
grab the audience through social media
&special events with an adjusted offer.

6. APPLEhas gained its value leveraging emotions
with a unique design & a great story-
teller - Steve Jobs. Apple differentiates
itself with innovative premium products
& consistent commercials, but also the
lifestyle it provides its users with : high-
end products, unique design, bright
stores&cool employees.
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7. MC
DONALD’S
has known how to keep a uniform brand
worldwide with the same iconic products
&image, only adapting its offer to some
extent : colors, quantities or local
goods. To compete with the increasing
competition, the brand also regularly
upgrades its product range with
premium items : coffee, bagels, pies…
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8. NIKE
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is first a communication company
promoting heroism. It has one of the
most recognized logos in the world &
became a celebrity sport brand
conveying successful values. Every
Nike advertising spot is impactful and
massively relayed on TV &digital with
the compelling tagline : Just do it.

9. TINDERrevolutionized the dating industry by
allowing people to chat & meet with
others around them, (almost) for free.
The brand even integrated the day-to-
day life by practicing a lot of street
marketing & funny advertisements.
Tinder offers an addictive interface with
constant innovations & quality users
worldwide.
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10. KLEENEXquickly positioned itself as an
emotional brand needed for happy
moments too. Kleenex always plays
out with trendy concepts to create the
buzz & engage consumers. With a
higher competition, the brand tries out
new formats and packagings in order
to stay innovative and successful.
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11. STARBUCKS
owns its success to building a real
customer experience around the coffee
consumption : classy design, cosy
atmosphere, custom-made coffee,
friendly staff &fast service. All of those
traits create an emotional & convenient
connection with their audience that
make Starbucks a great place to meet
and move on with the daily life.
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12. L’ORÉALcleverly combines deep R&D with strong
Marketing campaigns & distribution to
conquer different kinds of consumers. The
company’s strategy to keep buying new
local brands affirms its leadership
globally with massive media budgets &
mega celebrity appearances each time.
« invest in all countries to diversify risks »
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13. ZARAtakes pride in copying high-end latest
fashion trends to make it affordable for
a larger mid-price market with no
advertising. The secret is to maintain a
luxury image that embodies high
cultural capital accompanied by regular
product extensions. Zara is an instant
runway fashion « glocalized » thanks to
an optimized supply chain in order to
avoid being a « generic » brand.
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14. AMAZONbecame one of the biggest startup in the
world with ingenious brand extensions
(groceries, Kindle, cloud, Mp3…). The
numerous reviews, free deliveries &
recommandation module help boosting
sales. Plus, strategic use of SEO &
affiliate marketing combined with powerful
supply chain & excellent customer service
make Amazon even greater.
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15. DISNEY
14 has a simple purpose : make every
entertainment a magical & happy one.
The brand keeps serving families with
an innovative offer &a rich history, but
also an ever extended powerful brand
portfolio. Let’s not forget to mention the
impressive design of Disney’s customer
experience at every stage.

16. MTVis the youth &pop TV channel reference.
Using a glocal strategy, MTV tries to fit
into every culture with custom channels
to match tastes &preferences. The brand
also invests massively into advertising &
opens its best programs to franchises
(e.g. Jersey Shore).
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17. LIDLmade it a priority to change the public
perception on its products, and it
worked brilliantly. The website, the
stores, the funny commercials and the
quality product launches all
contributed to a customer-oriented
bright success.
« Big on quality, Lidl on price »
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18. REDBULLbroke the industry codes &transformed a
weird flavored drink into a profit center.
With a strong audience involvement,
RedBull grabs the attention everywhere :
schools, extreme sports, clubs, bars, etc.
It also relies on a high production
quality, street marketing actions &
massive communication investment.
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19. ROLEXcreated its uniqueness by promoting
details, exclusiveness &breakthroughs.
The handcrafted watches are
promoted by celebrities, high-end
cultural events & only sold through
exclusive distribution channels. The
brand image is well conveyed as a
reward and status symbol for key
successes in life.
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20. VICTORIA’S
SECRET
is best known for its stunning yearly
fashion show exposing gorgeous thin
models in a fantasy atmosphere. The brand
asset is also well relayed on POS with
modern merchandising, brand extensions &
an active digital presence. Plus, exclusive
stores are opening internationally with a
personal customer experience to make their
young customers feel attractive.
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21. UBER
20 made the most of our liberal economy
to expand quickly by recruiting drivers
in every big city, offering a range of
economic to luxury options. Despite the
juridical barriers, the brand
established itself cleverly by filling the
gap between taxis & private chauffeurs.
They understood the need to find a
quick, close & pleasant drive with a
practical online activity.

22. FERREROis a multi-brand success with infinite
product extensions that reach several
segments through celebration &
emotion. With massive innovation &
advertising investments, Ferrero
became an obvious daily purchase for
the young ones, but also during
holiday seasons. The brand usually
benefits from large shelf space & a
wide price range.
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23. DESIGUALconfirmed its name by claiming out-of-the-
box higher-end looks & unusual designs.
This bold image, associated with a clever
street marketing type, gives the brand a
fresh & singular identity. Desigual also
uses a strong sponsorship technique to
develop loyalty &attract new comers. Plus,
its teams are young, fun &ambitious, which
truly make it a unique diverse brand.
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24. DURACELLturned a random battery into a
number one quality brand. A long
lasting product associated with
constant advertising through their now
famous rabbit mascot left consumers
with recognizable performance. The
brand also keeps making the product
difference easier with original colors &
promotions.
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25. HARLEY
DAVIDSON
establishes itself as a social group
more than a bike brand. Its product
extensions & customer relationship
contribute to the ever lasting success of
a strong name. The exclusive
distribution strategy, innovative
engines & real community are the key.
What’s at stake now is the ability to
sell to a younger and more diverse
audience to stay legendary.
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26. is a French wellness entrepreneur, alumni representative & branding enthusiast
JÉRÉMIE LORRAIN
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