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Transform Awards 2011 - best integration of brand and business strategy |
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Friday, 08 April 2011 09:55 |
Best integration of brand and business strategy
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=Gold
McDonald’s
=Gold
Labormed
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Silver
Zurich Financial Services |
Bronze
Hays |
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Although McDonald’s makes freshly ground coffee from real beans, the overwhelming perception that fast food brands only offer instant and low quality coffee prevent customers from seeing the company as a serious coffee provider. This quality perception gap was the most crucial issue in its repositioning.
McDonald’s enlisted Interbrand on the journey to establish itself as a quality coffee provider. The plan was to distance McDonald’s coffee from the world of fast food and position it closer to the world of coffee specialists.
The process involved the creation of a new sub-brand alongside a new name, and verbal and visual identity. Interbrand carried out thorough research as well as testing a wide range of brand names, designs and positioning ideas with customers.
The end result was ‘Full Bean’, a fresh and down-to-earth brand focusing on convenience, affordability and efficiency. With the emphasis on quality and freshly ground coffee together with an affordable price and quick service, it enables McDonald’s coffee to live up to the ‘Best of Both Worlds’ brand positioning. |
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Labormed Pharma is one of Romania’s five largest generic pharmaceutical manufacturers, but to secure its place in the market and to ensure further growth it developed a new business strategy. The objective was to grow aggressively both through acquisitions and organically.
Labormed Pharma started working together with brand agency Grapefruit to create a more modern and suitable brand for the current business. The rebranding process included defining a new product brand strategy as well as a new positioning strategy.
Having taken over the Ozone Laboratories portfolio and some of the Plantextrakt products, Labormed Pharma also sought to acquire a clear and effective umbrella brand while preserving its positive heritage.
The word ‘Pharma’ was deemed overused and failed to differentiate the company from its peers. So it was dropped from the name and the brand emerged as Labormed. The company also acquired a new website, brand structure, and corporate brand strategy, and its packaging was redesigned to become more user-friendly.
As a result of the rebrand, the business saw a 45% growth in turnover and exports had increased from 0 to 6% after only a year. |
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