Macerata, 17th of May 2018

Branding - from a logo to the essence of company'spersonality.

Joanna Bartuszek

UniCredit Group Brand Management

2

Discussion on what is branding, what role it plays in company

business and communications strategy.

Some international examples in order to understand this issue

better.

What brands need to consider to stay relevant.

A case study of UniCredit to see how the brand is managed by

the international player of the financial sector. (Part two)

Our topic of today…

33

Part One Branding

Branding elements ensuring outstanding look and feel

Brand identity elements to engage with their target

Brand engagement technics

What brands need to consider to remain relevant and appealing

4

Logo is the first sign of identity and it needs to consistenly

evolve

5

source:nivea.com

A bit more varied story…

6

source: website of Italian logo museum

500L - plenty of room for imagination

7

Other identity elements – colors, fonts and shapes

8

Consistent font usage across channel

9

Other identity elements – colors

10

Other brand elements - shapes

11

The iconic shape of Magnum

12

"New" identity elements – scents and smells

13

Delicate and calm jasmine

signature scent in Hilton

hotels

Abercrombie&Fitch

First Instict and Fierce

Engaging with scents

14

Givenchy creates series of exclusive

drinks inspired by perfumes for London's

Hotel Cafe Royal.

McCain foods campaign in London

for its newest microwaveable

‘Ready Baked Jackets’ potato –

Jacket Taxi with giant potato

emitting warm, delicious scent of

baked potatoes.

Sound Branding – not a new Topic

Brand Logo Brand BehaviourBrand Guidelines Brand Smell

(study conducted by Leicester University, UK in 2008).

96 percent of potential customers better remember a brand whose music reflects its identity

• differentiate a brand from competitors

• increase customer loyalty

• drive up sales

16

Successful brands rely on sound.

Sound Branding – the acoustic identity of a brand.

17

Intel. McDonald’s

International benchmark for sound Sound Logo and Brand Song represent

branding with high-recognizable sound since many years the brand identity on all

logo since 1991 audible touch points

Time for more serious stuff

18

What Patagonia stands for:

19

MISSION:

Build the best product.

Cause no unnecesary

harm.

Use business to inspire

and implement the

solution to the

environmental crisis.

Apple: From inspiring mission to the brand territory.

Uniqueness build around values that appeal

20

Steve Jobs' original, personal vison

that laid down the company's

fundamentals:

"To make a contribution to the world by

making tools for the mind that advance

humankind."

What matters are values and what the company stands for

21

Apple's current mission statement:

Apple designs Macs, the best personal

computers in the world, along with OS X,

iLife, iWork and professional software. Apple

leads the digital music revolution with its

iPods and iTunes online store. Apple has

reinvented the mobile phone with its

revolutionary iPhone and App store, and is

defining the future of mobile media and

computing devices with iPad."

A tangible representation of brand attributes – Iconic Apple

Store NYC

22

A totaly different customer experience - M&M's world in

London

23

How to own the territory to be different and appealing…

Let's talk about what Real Beauty is…

25

26

Dove. Occupying the relevant territory since 2004 on…

Engaging content – Beauty sketches

over 70 M views

on youtube

28

Pomellato – supporting women since 1967 so

– taking a strong stand for #MeToo & #Time'sUp

The values of the Milanese Maison: anti-conformism, creativity, craftsmanship and color.

P&G – building universal relevance

29

What you you think when you hear a word Magician?

30

Air Action Virgosol is a Jester

31

32

Use of testimonials – Epic wins vs epic fails

• Misty Copeland and Under Armour's: the

brand consecrates the testimonial not only

as an outstanding talent dancer but also as

a true icon of style and beauty: she is in line

with the brand’s values and the

communication goals. In fact the purpose of

the campaign was to make the image of the

brand closer to the feminine target.

• Rihanna and Nivea: chosen to

celebrate the 100th birthday of the brand

and fired because of her too sexy and

provocative public behavior. Stefan

Heidenreich, CEO of Nivea: "Rihanna is

a failure. I do not understand how to

match Nivea's values (Care, Simplicity,

Courage,Trust) with Rihanna's behavior.

Nivea is a company which stands for

trust, family and reliability".

33

From Diesel to Deisel

from Molvena in the north of Italy to NYC in the east cost of the USA