Through research specialist, Canvas 8, RPM interviewed senior marketers from FMCG, hospitality, tech and entertainment sectors, to understand how effectively brand systems today are keeping pace with business operating models.
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JAMES CROPPER: Rebranding a global paper & packaging and advanced materials company
James Cropper, are a six-generation family company, and pioneers in paper, packaging, and advanced materials. We were asked to rebrand them, unifying from three divisions into a single, future-focused business.
The challenge was to streamline its identity while honouring its heritage and innovation.
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FAYDER: Creating a brand for a new athletes funding platform.
Fayder is a fan-funding platform for elite athletes. Allowing athletes to build profiles, share their goals and set funding targets. It aims to engage and inspire a community of sports fans to support athletes, allowing them to raise money to fund their journey.
The company is in the early stages of growth, and our brief was to help build their foundations – by providing a clear brand value proposition, communication strategy and a distinctive brand identity.
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GUINNESS: BRINGING BRAND ICONICITY INTO THE FULL BRAND BTL ECOSYSTEM
Using our rich brand world ‘toolbox’ to trigger the right emotional response in the moment for occasions and new products. Using our brand iconicity to create a dynamic but highly consistent visual presence – higher grade materials, more sustainable, activated at scale across channels.
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TOBLERONE: TAKING A PREMIUMIZATION STRATEGY INTO RETAIL REALITY
Alongside our strategic work in positioning the Toblerone in retail, we pulled apart the brand world, building in key materials and textures to support Toblerone’s new premium positioning. We also explored how weightings of colour, and iconicity of the triangle to build memory structures could support with brand consistency and recognition through our channel.
This led to a new range of permanent POS, and the ability to make the most our of more temporary structures, increasing shelf standout.
