Sensory 4-D branding

An article summarising the 4-D Ralph Lauren experience in 2010. This proves that sensory branding is not a new idea; especially in the fashion industry. A great quote to possibly include in the report, from David Lauren, svp of advertising, marketing and corporate communications...

The 4-D display was a means of "tell[ing the] brand’s story through innovation and technology." 

Lauren went on to say the display was "an extension of the company’s dedication to pioneering the digital space with exciting concepts." 
http://www.adweek.com/news/advertising-branding/ralphlaurencom-hosts-4-d-experience-103787

Observation and ice cream van primary research

London M&M store primary research

Layout inspiration

Here are two images to take inspiration from when designing our layout...The use of a bold colour on one page with an infogrpahic/image juxtaposing the text on the opposite page is key- something that we will try to incorporate into our report.

FRONT PAGE

Cornetto palette

Sharing facts UK

If possible, I think we should include some facts about sharing intergrated into our campaign (shoot, viral video, twitter etc)...Perhaps, for example, the Cornetto Twitter page could have a 'sharing week' where they share facts about giving and sharign on their page every day for 7 days.
http://www.dothegreenthing.com/blog/share_what_you_got

and

http://www.uk.coop/sites/storage/public/downloads/sharing_0.pdf

the latter is an actual report on sharing stats in the UK- Something we could definitely extract quotes from!

Photoshoot inspiration

http://jeromebayawa.com/thank-you-3/

I really like the graphics used when editing this photo- The happiness quote also links to our big idea!

Cornetto endless summer

http://www.youtube.com/watch?v=aNbJKTrZ_qQ 

This is a non-professional youtube video aiming to promote Cornetto as a non-seasonal snack. Thought we could draw some inspiration from this in regards to our photoshoot and possibly a viral video...I really like the style of filming, it is excellently edited.

Colour psychology

I thought I'd include a bit about how the colour yellow can make us feel...as we are looking into the idea of 'a little bit of sunshine' Here are a few little extracts taken from various sources, I have highlighted some key points to relate to our big idea in YELLOW

Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.
Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.

The yellow wavelength is relatively long and essentially stimulating. In this case the stimulus is emotional, therefore yellow is the strongest colour, psychologically. The right yellow will lift our spirits and our self-esteem; it is the colour of confidence and optimism. Too much of it, or the wrong tone in relation to the other tones in a colour scheme, can cause self-esteem to plummet, giving rise to fear and anxiety. Our "yellow streak" can surface.

The color yellow relates to acquired knowledge. It is the color which resonates with the left or logic side of the brain stimulating our mental faculties and creating mental agility and perception.

Being the lightest hue of the spectrum, the color psychology of yellow is uplifting and illuminating, offering hope, happiness, cheerfulness and fun.

In the meaning of colors, yellow inspires original thought and inquisitiveness.

Yellow is creative from a mental aspect, the color of new ideas, helping us to find new ways of doing things. It is the practical thinker, not the dreamer.

Yellow is the best color to create enthusiasm for life and can awaken greater confidence and optimism.

The color yellow loves a challenge, particularly a mental challenge.

Within the meaning of colors, yellow is the great communicator and loves to talk. Yellow is the color of the networker and the journalist, all working and communicating on a mental level. Yellow is the scientist, constantly analyzing, looking at both sides before making a decision; methodical and decisive. Yellow is the entertainer, the comic, the clown.

Yellow helps with decision making as it relates to clarity of thought and ideas, although it can often be impulsive. Yellow helps us focus, study and recall information, useful during exam time.

Yellow is non-emotional, coming from the head rather than the heart. Yellow depends on itself, preferring to not get emotionally involved.

Yellow is related to the ego and our sense of self worth, to how we feel about ourselves and how we are perceived by others.

 

Variations of the Color Yellow

Light Clear Yellow: This color helps to clear the mind, making it open and alert.

Lemon Yellow:  Lemon yellow promotes self-reliance and a need for an orderly life. This yellow increases our sensitivity to criticism.

Citrine Yellow: Citrine is a superficial and fickle color. It encourages the serial relationship hopper, the teaser, with unstable emotions. This yellow can be deceitful and retreats from responsibility.

Golden Yellow: This yellow is the color of the loner with an intense curiosity and interest in investigating the finer details of its interests. Golden yellow is sensitive to criticism.

Cream: Cream, tinted with a hint of yellow, encourages new ideas. However, this very pale color can also indicate a lack of confidence and a need for reassurance.

Dark Yellow: The darker shades of yellow indicate an inclination toward depression and melancholy, lack of love and low self-worth. Dark yellow relates to the constant complainer and the cynic.

'The science of ice cream' C Clarke

....the title of a book which you can view an extract of here....

http://books.google.co.uk/books?id=bKZ1oICZWywC&pg=PA10&lpg=PA10&dq=ice+cream+consumption+per+capita&source=bl&ots=BPG8wd1biT&sig=EqVuB8q68yS9r_dpMipGP3pD7Qo&hl=en&sa=X&ei=yqqeUc_dB9GS0QWcp4Bo&ved=0CGoQ6AEwCQ#v=onepage&q=ice%20cream%20consumption%20per%20capita&f=false

I think this is a publication with some really relevant information and stats relating to our project...Would have lots of great quotes to back up our ideas! If we cannot find it in the Library I'm sure there will be an inexpenive used one on amazon...

Who eats the most ice cream

Research done by Unilever on which countries eat the most ice cream...New Zealand is the biggest consumer with 28.4 litres of it consumed by a person per year! The UK is so much smaller with only 7 litres consumed per year... We can put this as something we want to change in our report

http://www.businessinsider.com/global-ice-cream-consumption-per-capita-2013-1

New youtube videos cornetto 2013

Following on from what I mentioned about cornetto possibly creating a new Youtube video to boost youtube usage by consumers, they have created a series of short films this month around the subject of 'young love'. This shows that they understand their new younger consumer...but they also need to remember to not alienate their traditional older group of consumers... Here is a link to an article and the one of the videos...

http://www.vccpcontent.com/cornetto-releases-first-cupidity-short-film/

Cornetto social media

http://www.fdin.org.uk/2013/05/cornetto-launches-cornetto-mix-minis/

article commenting on cornetto's new 'social media' and technology push already occuring in 2013

Cornetto and social media

Although not a brilliantly professional website, starcount summarise well the stats relating to cornetto's social media presence....

http://www.starcount.com/profile/4f4c53a118065b41dc00058f/cornetto

The last time I looked at it, it was indicating that their youtube channel was the weakest touchpoint for consumers, as their video views were very low per day...Perhaps this is something that we could expand on in relation to the photoshoot...perhaps we could also do a hypothetical promotional video too in the same style to draw more consumers to their youtube page.

Experiential retail

Here is a link to an article suggesting ways in which exp. retail is influencing the confectionery (sweet+snack) market...

http://www.confectionerynews.com/Markets/Experiential-retail-can-build-confectionery-brand-loyalty

Although Cornetto is not exactly classed as confectionery, the article has some relevant points on how to incorporate exp. retail in order to sell products

Final Perceptual Map

Cornetto's youtube chanel...
https://www.youtube.com/user/cornettouk/videos?view=0

Check out their series of short films called Cupidity; one of their current promotional stratergies.' Series of love stories linking to their strap line 'Enjoy the ride. Love the ending'

Cornetto Initial research

·         Catch Phrase: Enjoy the ride, love the ending.

·         New range: Cornetto Mix Minni (I didnt know they did these

·         ‘WHO WE ARE

        Generally people think that Cornetto is the result of a patent or a revolutionary invention, but it is actually a beautiful and unique love story.' Quote taken from cornetto offical site. 

·         Tone of voice: friendly, chatty, upbeat, humorous, (references to love), fun.

·         Cornetto Cupidity Love Stories -  on Youtube, promoted through their social media.

·         Cornetto’s social media and online presence: Cornetto Youtube channel, Facebook page, Lick game- Gamification (promoted through Facebook page, website and Youtube video’s), Instagram ‘Share your own favorite cornetto moments’.

·         Quote Cornetto Facebook Page: Cornetto 4,357,121 likes · 106,878 talking about this

·        Quote Cornetto Facebook Page: ‘Born in Italy over 50 years ago, our amazing chocolate tips have taken over the world… now it's time to have some fun on Facebook! Who's with us?!’

 

 

 

    

http://www.vogue.co.uk/news/2010/09/08/burberry-retail-theatre-launch

Burberry's Theatre. Vogue article in Vogue

Intial Brand Identity Model: (We can alter or change when putting it into the document)

Attributes
-Taste
-Treat
-Classic
-Fun
-Strawberry
-Vanilla
-Mint
-Flavours
-Innovation
-Global
-Accessible

Promise
-Taste
-Heritage
-Knowledge
-Authenticity
-Fun
-Flavours
-Variety within the one product
-Innovation
Trust

Personality
-Friendly
-Upbeat
-Fun
-Humorous
-Youthful
-Happy

Source of Authority
-Heritage
-Brand over 50 years old
-Originated in Italy, Country associated with ice cream
-Well established brand (most people have heard of the brand)

Brand Essence
-Fun
-Upbeat
-Taste
-Youthful

Perceptual Map

Here is just one mock up/idea for a perceptual map! let me know if you have any other ideas or want to change anything.

Other brands to draw parallels from

It's important to not just look at Cornetto in particular when thinking about the consumer decision journey and overall retail experience. Here are a few brands that I think we can research in more detail, especially in regards to their advertising and branding:

-Coca Cola. This brand has recently established itself in the fashion landscape by collaborating with fashion designers. Have a look at this article commenting on the Italian Coca Cola Light's partnerships....
http://popsop.com/28415
I believe this is something that Cornetto should consider; especially being an Italian brand itself. This would also engage a younger, more fashion-conscious consumer and would ensure the 'before, during, after' element of the project.
A little bit about limited edition bottles, something that Cornetto could look into in regards to their packaging:
http://www.coca-cola.co.uk/faq/company/has-coca-cola-been-involved-in-fashion-collaborations.html
This blog has included a video showing how Jean-Paul Gaultier came about designing his limited edition Coca Cola bottle:
http://www.coca-colacompany.com/coca-cola-unbottled/inside-diet-cokes-latest-makeover-by-jean-paul-gaultier
A collaboration and competition in one- Good marketing!
https://m.cokezone.co.uk/marc-jacobs/

-Haagen Dazs. This brand has been labelled as a 'fantasy' brand by Wally Olins (ON BRAND: Thames and Hudson) He quotes: "So with a few exceptions that's the way national branding will move- into a fantasy land. As in many other aspects of branding perception will matter more than reality" It is important for us to consider this as a possible move for Cornetto to make.
There is a program called "Frozen Feuds: Haagen Dazs and Ben & Jerry's" which will be relevant for us all to watch.
Good advertising: The 14th May (today!) Haagen Dazs are giving away FREE ice cream in America. Could we maybe do a 'Cornetto day' in the UK to engage the consumer?? http://www.huffingtonpost.com/2013/05/14/free-ice-cream-haagen-dazs-cone-day-map_n_3266931.html

Pimms. We have been faced with the large difficulty of Cornetto being a seasonal brand- Pimms is a brand that is also seasonal and mainly limited to sales in summer...so how have they overcome this?
Pimms created the Winter Cup in 2003, which consists of Pimm's No. 3 Cup infused with spices and orange peel.
So they created a new product to suit their consumers needs in winter... therefore engaging them all year round! Perhaps we could create an Autumn and Winter cornetto too in limited edition flavours

Consumer decision journey

Taken from the Harvard Business Review magazine. Took the most important paragraphs out to summarise :)

Aligning with the Consumer Decision Journey

by David Edelman

http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey

Traditional marketing strategies fall short in this new world. Marketers need to drop the funnel metaphor to describe consumer touch points and instead study the evolving and increasingly digital consumer decision journey (CDJ). The CDJ illustrates how consumers add and subtract brands from a group under consideration during an extended evaluation phase. And purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with the brand during which they enjoy, advocate for and bond with it.

 

This informs:

 

Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

by David C. Edelman

http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1

Consider this: Not long ago, a car buyer would methodically pare down the available choices until he arrived at the one that best met his criteria. A dealer would reel him in and make the sale. The buyer’s relationship with both the dealer and the manufacturer would typically dissipate after the purchase. But today, consumers are promiscuous in their brand relationships: They connect with myriad brands—through new media channels beyond the manufacturer’s and the retailer’s control or even knowledge—and evaluate a shifting array of them, often expanding the pool before narrowing it. After a purchase these consumers may remain aggressively engaged, publicly promoting or assailing the products they’ve bought, collaborating in the brands’ development, and challenging and shaping their meaning.

Consumers still want a clear brand promise and offerings they value. What has changed is when—at what touch points—they are most open to influence, and how you can interact with them at those points. In the past, marketing strategies that put the lion’s share of resources into building brand awareness and then opening wallets at the point of purchase worked pretty well. But touch points have changed in both number and nature, requiring a major adjustment to realign marketers’ strategy and budgets with where consumers are actually spending their time

Marketing Week explores new Cornetto content

http://www.marketingweek.co.uk/news/unilever-in-content-push-to-explain-cornetto-story/4006532.article

"‘Cupidity’ initiative launches worldwide today (1 May) and features four short films inspired by insights from teenagers about love. " STANDALONE
"spans TV, print, and social media"
"“Love has always been in the DNA of the Cornetto brand. It probably doesn’t feel like that in the UK but when you look at what we’ve done globally with the brand, it’s an approach that’s worked well for us in other markets. With the revamp and short films we’re launching we wanted to pull that positioning together and make it more prominent across all our markets."

- Interesting that they do not think the UK LOVE Cornetto, but everywhere else does- why have they responded differently?

"Unilever has adopted branded content to help it connect other brands in its portfolio with consumers online."
"Unilever outlined plans to position Cornetto as a snack brand rather than just ice-cream. The brand is planning to launch a range of sweets as well as new ice-cream products."

"Unilever is using insights from sister brand Magnum’s current ‘Pleasure Hunt’ digital campaign to inform how it develops the game elements of its Cornetto marketing campaign."

-Sister brand has already looked at gamification- Cornetoo lagging?

"“We know that people tend to buy us instead of a packet of potato chips in the summer so there’s real opportunity there. We know we’re an ice-cream brand but through our pipeline of innovation and upcoming activity we can drive those snack ties at other times of the year.”"

-MASSIVE OPPORTUNITY TO TRY TO LINK CORNETTO TO OTHER TIMES OF THE YEAR- a little bit of summer?

Creative Review explores Cornetto rebranding

http://www.creativereview.co.uk/cr-blog/2013/april/cornetto

"part of the brand's strategy to reposition itself in the market, giving it a more youthful appeal."
"more appealing to the younger, 15-25-year-old consumer."
"conical shape of the product itself"
"own the cone"


I really like the new typography used. The letter forms all flow very nicely to form an attractive logo. I think creating the logo in a conical shape works really well too and also helps to add an additional meaning to the identity.
Matthew Stapleford
2013-04-04 09:30:53

The Cornetto Trilogy

Slightly weird one, but Cornetto have had success in product placement within films: Shaun of the Dead, Hot Fuzz and the World's End which is to be released this year! The three original flavours have been used, and symbolise an element of the film. Clever as it is subtle, although it seems quite random. But supports British enterprise and shows that it is a comical, light-hearted brand.

Excuse that this is from Wikipedia, but I think this sums up the Trilogy best:

The Three Flavours Cornetto trilogy (also known as the Blood and Ice Cream trilogy)^[1][2] is a series of films directed by Edgar Wright, written by Simon Pegg and Wright, produced by Nira Park, and starring Pegg and Nick Frost.

The first two films in the series are Shaun of the Dead (2004), "a romantic comedy with zombies", and Hot Fuzz (2007), a buddy cop action/comedy film. A third film, The World's End,^[2][3][4]began shooting in September 2012 for a 2013 release.

Each film in the trilogy is connected to a Cornetto ice cream flavour – both of the films released to date feature scenes in which one of the main characters purchases a Cornetto of the appropriate flavour. Shaun of the Dead features a red strawberry flavoured Cornetto, which signifies the film's bloody and gory elements,^[5] Hot Fuzz includes the blue original Cornetto, to signify the police element to the film,^[6] and The World's End will feature the green mint choc-chip flavour.^[2][7] The use of the three flavours/colours of Cornetto is a reference to Krzysztof Kieślowski's Three Coloursfilm trilogy.^[8]

Cornetto- what they say about self

From this- the important parts:

*Proud of heritage

*Many elements of cornetto- make it unique

*Global brand

*Within the last 10 years looked at expanding range

For over 50 years we’ve been perfecting our Cornetto recipe to make the taste of every Cornetto ice cream even better than the last, taking your taste buds on a delicious journey - from the tantalising topping, through the smooth ice cream down to the crispy wafer cone.

Cornetto cones were first produced in 1976 by an Italian ice-cream manufacturer, Spica, based in Naples. It was at this time that Unilever bought Spica and began to market the product throughout Europe. Thanks to the adverts, including the famous operatic gondolier, Cornetto ice cream has become one of the most well-known ice creams in the UK & Ireland.

We’re continuously bringing new flavours to the Cornetto range and its crisp wafer cone. In 2004 the brand launched a limited edition Love Potions range and a year later this was followed by Cornetto Mint and in 2006, Cornetto Caramel.

From 2007 until 2008 we launched a number of great tasting recipes including the fabulous Cornetto Choco Disc in 2007 – a cone filled with vanilla-flavour ice cream with a Dulce de Leche flavour centre, topped with a milk chocolate disc with cashew nuts and in 2008 we launched Fruiti Disc followed by Cornetto Love ice creams in 2009.

In 2012, we launched our fabulous Cornetto Enigma range, a taste adventure from top to bottom with no boring bits.

Brand Values

Ive started writing up a few points under headings for the brand values section! Its not finished or been edited but theres some rough ideas to cover. And if anyone else wants to add bits i've missed so far we can add them in at our next meeting!

Brand Values

Cornetto is a brand under the Unilever branch, one of the world’s biggest ice cream manufacturers, renowned for innovation and creating brand awareness. The majority of the company’s ice cream businesses, including Cornetto, fall under the ‘Heartbrand’ umbrella, based on the brands heart shaped logo.  Unilever itself is a brand that prides itself on meeting consumer’s demands for healthy foods, managing their environmental impact and working with suppliers who believe in these same standards.           

Innovation

As one of the most popular ice cream brands under Unilever, Cornetto also promotes the same values. In particular, their continual efforts to exceed competitors in creativity and innovation. ‘Taking your taste buds on a delicious journey’ is just one of the phrases use to define the sensory experience of eating a Cornetto product. Continually bringing new flavours to the Cornetto range, in 2004 the brand launched a limited edition range of ‘Love Potions’ which was quickly followed by Cornetto Caramel and Cornetto Mint in 2006, as well as Cornetto Choco Disc in 2007, the Fruiti Disc in 2009 and an Enigma range in 2012; ‘A taste adventure from top to bottom with no boring bits.’ This ensures a persistent buzz around the brand and creates anticipation around the next new big flavour innovation.

Social Responsibility

In addition to this, the brand keeps consumers engaged through outlandish advertising campaigns primarily based around music. As well as being distinguished and memorable, the brand also uses this voice in order to promote local music from various geographical locations such as Pakistan. In 2008 the brand hit the music charts with the song ‘Chalte Chalte’ sung by one of the most popular pop bands from the country.

Health and Nutrition

The desire to be healthy and active is a common, growing factor among society as the pressure of staying fit manifests itself into the 16-25 year old market. The rise of various social media platforms including Facebook and Twitter have had an emerging influence as over 85% of the 16-25 market have either or both sites. As one of Unilever’s leading brands, Walls emphasises a large responsibility over good nutrition and ‘adding vitality’ to the lives of their consumers. The brand consistently adjusts the Cornetto range, attempting to keep up with the changing needs of consumers. Smaller sizes of popular products have been introduced for those with smaller appetites and more health conscious individuals, who seek the nostalgia of eating Cornetto, but would rather not have a full sized product.

Ice Cream Purchase Survey

Male or Female?

Why did you buy an ice cream today?

What made you choose that ice cream?

Where did you buy it? And how much did it cost?

How does it make you feel?

Do you interact with this brand of ice cream, other than consumption?

-Via social media   -Brand competitions   -Brand advertising

Cornetto Purchase Survey

Male or Female?

Why did you buy an ice cream today?

What made you choose that ice cream?

Where did you buy it? And how much did it cost?

How does it make you feel?

Do you interact with this brand of ice cream, other than consumption?

-Via social media   -Brand competitions   -Brand advertising

(Hobbies/favourite magazines/social media)

Consent forms

Consent form- Cornetto brief

Please read and confirm your consent by signing and dating the table attached.

We are researching ice cream and its popularity through the observation of purchasing habits and interviews to help support our work looking into the brand Cornetto. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results.  All transcripts/ results you are asked to provide will be kept in accordance with the Data Protection Act and destroyed at the end of the project.

Further to this, I agree to my photograph being taken for our own identification purposes and that I understand that these photographs may be used as part of this project. I also understand that any names and comments I provide in addition to the image will also remain anonymous. I understand that I have no interest in the copyright, nor any moral rights, in the photograph. I hereby waive any right that I have to inspect or approve a finished photograph. I am over 18 years of age.

1.      I confirm that the purpose of the project has been explained to me and that I have had the opportunity to ask questions about the research                  

           

2.      I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights           

3.      I give permission for my results to be used in the project (remaining anonymous) on the understanding that they are destroyed at the end of the project

4.      I agree for my photograph to be taken                                             

5.      I agree to take part in this project.                           

I have read the information attached regarding this project and hereby give my full consent.

NAME	SIGNATURE	DATE	ICE CREAM VAN NAME
NAME	SIGNATURE	DATE