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Butterflyrusbrandfinal2 120104100650 Phpapp01
Butterflyrusbrandfinal2 120104100650 Phpapp01
BUTTERFLY IS A LONDON BASED BRAND & INNOVATION SPECIALIST WITH A SPECIFIC EXPERTISE IN EMERGING MARKETS
If your young brand manager makes an expensive mistake, do you want him to resign when you spent so much training him? Or keep him, to never have the mistake made again?
Coors tried to extend into water, but this made no sense to its own or water brand consumers. Its expertise was beer.
Although Pepsi consumers were drinking it at breakfast time, it made no sense to an audience when the brand specified when it was to be drunk.
Changing the original Coke formula was as un-American as changing the constitution. Classic Coke rescued the brand.
Pears soap loyalists were shocked when new brand owners changed the original recipe, and they were forced to change it back.
Kodak had had its moment when it failed to answer the call of the digital age.
Polaroid was about instant gratification for reliving a memory. The brand offer was true but the business was too product focused and died with the digital cameras arrival.
For a baby food to be named after something less-than-reputable was a cultural oversight this French brand much regretted.
Danone wanting to lose the identity of this much-loved Hungarian biscuit proved misguided: locals wanted to access, not become, western.
Using white carnations in Hong Kong to celebrate a new route showed little thought for the local convention of this colour being for funerals.
Anyone who has never made a mistake has never tried anything new Albert Einstein
If youre not failing every now and again, its a sign youre not doing anything very innovative
Woody Allen
Coca Cola seemed to listen to what Pepsi told them about their own brand was there really something wrong with the flavour?
What Coke hadnt realised was how deeply rooted the relationship with the total brand (not just a product) was.
Coca Cola is the sublimated essence of all that America stands for. William Allen White
We heard you
Chair of Coca Cola, Goizueta
Listening paid off: the consumer returned because of love of the brand and knowing they had been listened to.
Even with only 2% share, Kelloggs in India had the promise of 18 million consumers. How could you go wrong?
But Kelloggs failed to recognise that breakfast, like all foods, is very cultural: what people traditionally eat in India for breakfast is different to the UK and US.
Not recognising cultural preferences, including storing fresh milk and cost per unit in a low per capita income country, all cost Kelloggs dearly, and gave them a beleaguered launch.
In its portfolio Kelloggs now has porridge. This hot cereal, a hangover from the Raj and the Scotts Guards, is actually already culturally imbedded in Indian culture
Nokia had been synonymous with all that was great in the early world of mobile phone technology.
But they didnt keep up with technology and how phones now bring you email, cameras, music and the internet.
And they failed to understand the relationship people now have with their phones as a communication partner, not just a phone.
Nokia had certainly understood they were about Connecting People. However, had their brand promise just been Connecting, they would have continued to live a more relevant brand vision.
With a much lowered market share the once dominant brand will now be playing catch up.
2009
2011
48% 29%
Never be emotional...
Over extend...
Think the PR campaign will save you later. rather than doing the right thing immediately after the crisis.
Brand Arrogance
Wonderful handbags, clothes and shoes well made products in stunning designs. But their chair, Robert Polet, knows he doesnt sell handbags, but a dream... He has understood the essence of his brand.
People buy our brands because they want to be a part of a particular dream... so people before going into the store, they decide I would like to be a part of that dream. And that is an emotional decision
Robert Polet
g n i d n a t s r e d n U m a e r the d
g n i t a r b e l e C s e c n a u n l a r u t l u
Simply 4 rules; just not always simple to realise effectively. Learning from the rest can help you do a great job...
g n i d n a t s r U n de t h e d rea m
g Celebratin s e c n a u n l a cultur
THANK YOU
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Bianca Cawthorne
bianca@butterflylondon.com
Deirdre Findlay
deirdre@butterflylondon.com www.butterflylondon.com