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

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.

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

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