BRAND SHADOWING
Charlotte Cramer & Joshua Richardson
HISTORY TARGET MARKETS MARKETING ADVERTISING DESIGN POSITIONING
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HISTORY
MARKETING ADVERTISING DESIGN
MARKETING
AWARENESS CREDIBILITY EXPERIENCE
MARKETING
BRAND MANAGEMENT FIELD MARKETING SPORTS AND EVENTS COMMUNICATIONS
BRAND MANAGEMENT
Coaching and consulting 1:1 interaction Writing strategies Product marketing Indirect Sampling Managing and developing Consumer understanding Long term thinking
CONSUMER COLLECTION BRAND TEAM
Personal touch
FIELD MARKETING
Quality control
Managing Brand Ambassadors
Association Aspirational Appeal Show, dont tell
SPORTS EVENTS AND CULTURE
Air race Flug Tag Manny mania Create loyalty
Opinion leaders Product placement Aspirational
CULTURE ATHLETES EVENTS
Everything at 110% quality
AIMS RESPONSIBILITIES PRINCIPALS
All Quality, globally linked to positioning Integrationevent awareness of communications Raising Variety and humour Consistence with brand values Convey energy
COMMUNICATIONS Gives you wiiings
ADVERTISING Closely involved
Kastner & Partners Light hearted Word of Mouth
SHAPE RING COLOURS AND LOGO PULL THE NAME, COLOUR SCHEME ARE DESIGNED TO AROUSE A LOGOTYPE NAME PARTICULAR SET OF TONE OF VOICE TYPEFACE EMOTIONS(Olins, 2004, p.178).
DESIGN
RED BULL SERVES AS A CLASSIC EXAMPLE OF HOW LONG-TERM THE BRAND IS THEBRAND SOUL SUMMARISING VISION AND STRONG PREMIUM PRODUCT INITIATIVES CAN TURN AN ORDINARY SPECIFIC MARKETS DRINK INTO A QUALITY COMMUNICATIONS TOP WIDELY POPULAR BRAND(Roll, 2006, p.199)
Bartlam,N. (2009) 100 things that make me happy [online image]. Available from: <http://scrapblogmebaby.typepad.com/blog_me_baby/ 2009/03/100-things-that-make-me-happy-lets-see-if-i-can-do-this-shall-we.html> [Accessed: 16 November 2009]
Boger, K. (2009) hello, 13 November 2009. Personal email to: C.Cramer (charlottecramer@me.com)
Kotler, P. Armstrong, G. Wong, V. Saunders, J. (2008) Principals of Marketing. United Kingdom: Pearson Education Limited. Kryz. (2009) Red Bull Sugar Free Energy Drink [online image]. Available from: <http://www.thisnext.com/item/6FB9E1B0/ECD7C469/Red-Bull-SugarFree-Energy> [Accessed November 16 2009] Lyle, K. (2008) Story Book [online video]. Available from: <http://www.youtube.com/watch?v=N5E0oO4-5is&NR=1> [Accessed: 19 November 2009] Ohioskateuniv (2009) Upcoming Events: Red Bull Gripped Canvas & Deck Art Clinic [online image]. Available from: <http:// ohioskateuniv.wordpress.com/2009/09/17/upcoming-events-red-bull-gripped-canvas-deck-art-clinic/> [Accessed: 19 November 2009] Olins, W. (2004) On Brand. United Kingdom:Thames & Hudson. Olins, W. (2008) Wally Olins: The Brand Handbook. United Kingdom: Thames & Hudson. Popsop. (2009) Red Bull Enery Shot [online image]. Available from: <http://popsop.ru/date/2009/01> [Accessed: 16 November 2009] Popsop. (2009) Red Bull is sold in plastic cans in Germany [online image]. Available from: <http://popsop.com/6434> [Accessed: 15 November 2009]
REFERENCES
REFERENCES
RedBull. (2009) ight manual Redbull. (2009) Moon Landing [online video]. Available from: <http://www.youtube.com/watch?v=YeJHCc_vA> [Accessed: 15 November 2009] Red Bull (2009) Product Page [online image]. Available from: <http://www.redbull.ie/en/ProductPage/htmlProductSwitcherPage.action> [Accessed: 19 November 2009]
