2. P
eshwa Acharya: T E
he dge
Consistently, building successful brands from Ground Zero
– Market Entry Strategy
– Brand Positioning & Brand World Creation
– Brand Architecture (including future mapping basis need)
– Brand Identity & Expressions
– Product Concept, Packaging & Product Formulation Brief Development
– Communication Development (including Brand Idea & Creative Idea)
– Creative Execution & Consumer Surround Strategy
Brand gatekeeper become category champions; bringing an expertise &
enabling knowledge sharing
Design innovativeness that creates distinction
3. Intention
The company is likely to launch its line of brand/s in the Nuts / Foods
Portfolio.
Brand to be launched in a cluttered marketplace & across retail formats;
ease of comprehension and acceptability through distinctiveness &
perceived brand value required.
6. # 1: Market Mapping
Unde rstand e q uity & brand po sitio ning platfo rms o f brands in e armarke d
cate g o rie s, culle d o ut fro m available se co ndary data & re tail visits. I ntify a
de
co mpe titive & co mpe lling pro po sitio n that cre ate s a ‘ larg e brand value ’ .
Basic competitive brand Equity – Determine Need Gaps (only for key brands
selected from each category)
Category Barriers/Motivators
Positioning Mapping
Trends that could impact the category/consumer perceptions
Inference: Brand Positioning Opportunity &
Category Differentiators
7. # 2: Brand World Template
De fine the brand bo undarie s, fle xible & mandato rie s, that cre ate the brand DN
A
Collaborative process that engages the agency & client partner through a proprietary
tool call ‘ Brand Funneling’ . Decodes company Intention and translates it into a
viable & attractive E
xpression for the consumer
Creation of a Brand World (explains the space in which the brand will reside w.r.t
sights, sounds, people, emotions, moments..)
Inference: Brand World, Brand Architecture, Name
Generation
8. # 3: Brand Identity
Se ts the brand to ne , visually and in all g raphics that will co mmunicate the brand to its
multiple stake ho lde rs
Involves designing the brand logo, mood & tone of voice
Craft the template that will evaluate the need for brand colors; that will provide
consistency & be the brand emblem
Enumerate the identity in extensions that form stakeholder touch points
Inference: Brand Identity & Applications
9. # 4: Design Conceptualization
Evaluate co mpe titive brands in e ach cate g o ry acro ss e armarke d price po ints and study
cate g o ry co de s to arrive at ne w brand de sig n co nce pts
Competitive packaging space – retail visibility & structural standout
Design codes on variant/sub-brand differentiation, font, imagery, mnemonics
Study brand case studies (if any) with ‘ category bundle’ , for design approach
Implement ‘ Shelf Space Cut Thru’ test for designs created
Inference: Pack design concepts that are implementable &
achieve retail differentiation
10. # 5: Dossier & Artworks
Create a user friendly guideline that is used across by all brand stakeholders.
Articulate the specifications applicable across key media of communication, with
respect to visual identity
Artworks for short listed design concepts
Inference: Brand Identity Dossier & Pack Design
Artworks
11. Strategic L
ead T
eam: Responsibility
Market Mapping & Positioning Development
Brand World Definition
Drive synergies for the brand w.r.t design basis brand positioning
Craft the brand tone of voice & creative direction for the identity
Oversee the imagery created for the brand (with the design team)
12. Creative L
ead T
eam: Responsibility
Brand Identity creation
Identity Expression across touch points
Identity Dossier (Style Guide)
Brand Name Creation (with strategic planning team)
Pack Design Conceptualization & Implementation
Supervision/Accuracy of artworks submitted
