brand platform 2019-2020...6 made in norway, supporting the brand p. 12 . 7 brand strategy p. 14 8...

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BRAND PLATFORM 2019-2020

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Brand Platform page 2 of 19

Whether you are employed by CEG, or our subsidiaries or our partner, we want you to know that this

document you are reading concerns Cinderella’s identity, how we should present ourselves and how our

brand should be perceived. We are depending on you to succeed in our strategy.

This document forms the basis for our communications and will provide useful information and guidance

in your daily work. It should be seen in conjunction with our digital profile manual where all the creative

elements of our identity are organized.

CES is a company with fundamental values that relate to our Norwegian heritage, technical innovation

and environmental care that we are very proud of. We are a family owned company with ambitions to

expand globally and we work with dedicated employees and partners. An ethical platform and a unified

basis for communication that unites all of us, ensures that the brand will continue along the lines CEG has

carved out since 1999. We ask that you, who speak on behalf of CEG, stay true to the content you find in

this document and in our profile manual.

We thank you for your enthusiasm and commitment!

Sincerely,

Cinderella Eco Group

Gunhild Sjøvik GROUP CEO

Brand Platform 2019-2020

Cinderella Eco Group AS (CEG)

You are important to us!


If we speak in a clear, consistent voice,

we will be recognized.

Our content, combined with

our product's superb quality and

the way we communicate,

will ensure that

we are chosen before others.


Cinderella’s brand unites us, and our

platform outlines the necessary

guidelines to how we present ourselves

and how we wish to be perceived.


Contents:

1 Cinderella’s Brand p. 6 2 Brand Platform p. 7 3 Values and Personality p. 8 4 Core narrative p. 10 5 Brand hierarchy p. 11 6 Made in Norway, supporting the brand p. 12 . 7 Brand strategy p. 14 8 Identity and target groups p. 15 9 Contact us p. 17


1) Cinderella’s Brand

1. A brand is:

• An identity, a history, a personality

• A description of who we are, what we represent and the values we

create – not just a collection of logos.

2. Our brand architecture depicts the external side of our business

strategy

• Our message to the world

• The basis of our strategic force, our clear message and all synergies

and related values – instead of confusion and lost opportunities.

3. Brand Platform

• We see Cinderella’s brand, mission, vision and values in relation to

each other.

• The Brand Platform describes:

• Cinderella’s brand

• Cinderella’s mission and vision

• Cinderella’s values and personality

• Cinderella as a family owned company = honest,

dependable and trustworthy


2) Brand Platform

The Brand Experience of Cinderella, what we say that defines the brand, is our payoff.

When nature calls The payoff should be used strictly and sparingly - never in connection with the Cinderella logo. Examples:

1. The back page of a brochure 2. The final slide of a presentation 3. The end screen of a film 4. Etc.

Vision Build identity

To become We shall deliver the world's most innovative and sustainable toilets

MisionTo do With our incineration technology, we provide waterless toilets and safe

sanitation to a global market.

ValuesBehavior Dependable, practical, environmentally conscious

Personality Build profile

Relationships Trustworthy, technical innovators. Ground breaking waste treatment

PositionCompetition Leading technology. Growth-focused and innovation-driven; creating

modern solutions for incinerating toilets in new markets and for new

user segments

Demand Ambition Build the brand

Create growth Family owned company with quality traditions from Norway, a land

of nature lovers.

Brand SenseExperience Sustainability, design and technology that meet even the most basic

needs for environmental care and consumer requirements

Brand ExperienceTo say: our payoff When nature calls


3. Values and Personality

Our personality is defined through our core values: dependable, practical and

environmentally conscious

VALUE 1:

We er dependable.

By acting in a credible and quality-conscious way, we show

our customers, partners and colleagues that we are to be

trusted and that we keep our promises.

VALUE 2:

We create practical solutions.

With a high level of expertise and technical innovation, we

develop smart products and further product development that

are flexible and useful and that meet market demands.

VALUE 3:

We are environmentally conscious. The United Nations Sustainability Goals

(https://www.un.org/sustainabledevelopment/sustainable-

development-goals/) are important to us both at the

production stage, in our choice of partners and in our

communication.

By designing toilets that do not use water and costly, often

non-existent sewage systems, we present environmentally

friendly products that can fit almost anywhere. Our products

leave no pollutants, incinerate all waste and are completely

free of harmful bacteria and pathogens.


Our personality is described as follows:

We are trustworthy.

We keep our promises.

We create practical solutions.

We present expertise and technical innovation.

We are environmentally conscious.

By designing products that burn waste.


4. Cinderella’s Core Narrative

The narrative that engages and differentiates Cinderella from the competition.

Creates emotional ties and liking.

Make sure the brand is "forgiven"

"Cinderella may be more expensive, but it's the best solution on the

market and I must have it ..."

Elements in the core narrative:

• Family business: honest, trustworthy, dependable

• Norwegian, representing Norwegian values and traditions: majestic scenery,

healthy work ethics, sports-loving, community spirit, green energy

• Credible, dependable, trustworthy: we keep our promises

• Technical innovation with smart product developments and practical solutions

• Environmentally conscious, nature-loving, visionary

• Slightly playful, with a twinkle in his eye.

• Market leader: quality at all levels, responsible, sustainable

• Ambitions: we may be small in global terms, but we have a unique product and

we plan to conquer the world - thanks to you as our colleague, business partner

and customer!


5. Brand Hierarchy

The following illustrates Cinderella’s Brand Hierarchy.

In order to ensure a clear and logical communication, please adhere to the following logos and

their uses:

1. Main logo: This logo is the least used of the three. Often used when the content is in

several languages. Example: The User Manual that is printed in several languages,

utilizes the main logo.

2. Product logo: Cinderella’s brand and most used logo. To be found on the top of web

pages, brochures, advertisements etc. Always with the descriptive text underneath:

Incineration Toilets (or the translated equivalent)

3. Company logo, Cinderella Eco Group, is the producer. Where Cinderella Incineration

Toilets is the brand, Cinderella Eco Group identifies the company. To be used at the

bottom of the web page, in connection with the company address and signature.

There is no need for separate logos to define Cinderella’s individual products. Every product

name is therefore written in normal text. Download logos to specified uses from the profile

manual.

The stamp of quality «Made in Norway» is used as a separate «tag» in all marketing material from Cinderella and only in English. (see chapter 6)

Brand Hierarchy:


6. Made in Norway – supporting the brand

Cinderella Made in Norway "tag"

To keep a simple and concise logo hierarchy in place, the visual elements that make up the flag colors and “Made in Norway” are used as a separate tag, a visual stamp of quality.

Made in Norway provides a strong association to quality workmanship, technological innovation and design worldwide. The fact that Cinderella is produced in Norway as opposed to offshore production countries, giving Cinderella a clear identity as a sustainable, Norwegian company. Being Norwegian is synonymous with mountains and fjords, midnight sun, workmanship, hand knit sweaters, sportsmanship, winter wonderlands, adventurers, polar explorers and sun-worshippers. Norway ranks at the top of the UN's analysis of the best countries to live in, a rating that is composed of access to education, equality between races, physical handicaps and the sexes as well as the share of women in employment, wages and recreation.

FutureBrands analysis of country brands places Norway in 6th place among as many as 75 countries. Below, the top 20 are shown.


Although oil accounts for roughly a fifth of the country’s economic output, Norway’s chief products do not necessarily associate with the country being oil-rich. The hallmark of Norway is the perceived diversity of Norway’s Exports, with “high technology” topping the list followed by its epicurean exports, «agriculture” and “food”. Teeming with “museums”, “modern design” and “sports”, Norway’s Culture also has a variety of strengths on which to draw to build upon the image as a multifaceted country with a vibrant capitol.

GfK Public Affairs & Corporate Communications places Norway and Norwegian products and segments in relation to other countries.

Norway ranks highest when it comes to technology Cinderella, Made in Norway is thereby associated with a country that is a world leader in technology. Culturally, modern design has a high ranking. The combination of high technology and modern design makes a strong statement. These are qualities Norway is known for – and which Cinderella represents in our own right, and which are strengthened by branding our Norwegian identity. Norway is a stamp of quality Cinderella’s use of Made in Norway to support the brand provides strong and credible associations to high quality products.


7. Brand Strategy

The goal of Cinderella’s brand strategy is to make our identity clear to our employees, partners and clients in the Nordic region, in Europe, North America, Australia and the world at large. A good brand strategy serves to place Cinderella in the lead among our competitors. We need to be consistent in our choices and true to our brand platform, mission, vision, values and personality in order to succeed. These elements make up Cinderella’s brand. A good brand strategy identifies the company for new employees, new partners, the media and future investors. A good brand strategy is the mainstay of Cinderella’s internationalization process.

• Provides easy recognition

• Adds clear guidelines for how a new market is to perceive the brand

• Makes it easier for partners to build awareness for the brand and customize the message to its market.

The strategy forms the brand guidelines and makes future decisions easier. When we consider participation at exhibitions, for instance, we should ask ourselves:

• Will this event meet with our core values?

• Will this exhibition attract the right audience? When we consider placing advertising in a particular media, we should ask ourselves:

• Are the consumers of this media in Cinderellas target group?

• Do we have a message that will appeal to this target group? Is the media relevant?

• Is the budget justifiable against the results we’re expecting? We must make our marketing measurable and ask ourselves: Did our campaign provide the desired effect and why? We will use the SMART-values in our analysis:

• Specific: What we which to achieve

• Measurable: The goal must be documented

• Achievable: The goal must be obtainable and realistic

• Relevant: We must make sure that we speak with the same voice our target group expects and in a natural relationship to the media they are consuming.

• Time-bound: Our goal must be within a defined time frame When considering an advertising opportunity, we must always ask ourselves if this meets with our identity and core narrative. We must also restrict the creation of new logos and visual elements, so we can ensure that our consumers understand our position and identity.


8. Identity and Target Group

Who are we and who are we for?

1. Where do we come from?

Cinderella Eco Group AS is part of a family owned company, located in the

municipality of Midsund in Romsdal, Norway, with over 20 years’ experience in

developing Cinderella incineration toilets, a patented ecological total solution for

human waste handling.

2. Who are we?

We are a family business. Cinderella Eco Group has over 50 employees. We

have primarily provided the Nordic private market with incineration toilets for

leisure homes and caravans since 1999, produced locally in our factory in the

municipality og Lyngen. Since 2012 we have developed our strategy to include

international expansion to Europe, North America and Australia, encompassing

both the professional market in the construction industry and the private market

in leisure homes and caravans.

3. What are we?

Cinderella Eco Group specializes in ecological, total solutions for waste handling.

We have delivered quality solutions and developed market-leading incineration

toilets since 1999. Our incineration technology burns all pathogens and

dangerous bacteria. The result is just a handful ash, filled with nutrients that can

fertilize your flowers with.

4. Who are we for?

Cinderella is the natural choice for those with high standards of quality and

functionality when talking about waste management.

Our main market in Norway is the private vacation home market, but more

recently, the professional market is growing worldwide. Here we find pisciculture

(feeding platforms in Scotland), crane manufacturers (crane cabins), railroad

companies, mining and construction - and construction industry (carts).

Our message must be both direct and customer oriented as well as B2B oriented

towards the growing professional market.

Cinderella will communicate product excellence and practical design to our

customers and we must also emphasize the need for proper installation and

service to our retailers and the professional market.

We have, in addition to Scandinavia, distributors in place in the EU, Australia and

North America.

Product development and design are also important to communicate. With our

latest model, The Cinderella Motion, we have created an innovative solution for


the caravan and motorhome industry. This is an industry where getting rid of

waste in accordance with laws and regulations is often a major challenge and

which requires careful planning.

Our strategy is that by using modern technology along with our dedicated

employees, we will always seek to raise the standard for state of the art toilet

systems. Our message considers linguistic and cultural differences

and although we should be careful not to offend, we are always friendly and

polite, but with a bit of a twinkle in our eye regarding descriptions of toilet waste.

5. What makes us unique?

Cinderella’s high-quality service and aftermarket program and practical

solutions have positioned us as market leaders in the vacation home segment

in the Nordic region. This is a segment which is often characterized by

demanding locations, with the lack of water supply and drainage alternatives,

requiring the need for customized solutions. Our focus on quality also meets

the needs of the professional market and the caravan and mobile home market,

which we envisage will grow aggressively in the future.

We are conscious of the United Nations Sustainability Goals, particularly

No. 6, Clean water and safe sanitation for all by 2030. Cinderella makes a

clear statement as a stand-alone alternative to flush-toilets, and those that

need connections to, often non-existent, sewage systems. Cinderella's

technology represents a solution that just might contribute to one of the

world's biggest problems: the fact that 4.5 billion people - over half of the

world's population - still lack safe sanitation. (source: UN Water)

6. What is our vision?

We deliver the world’s most innovative and sustainable toilets.

7. What feelings do we evoke?

We hope to generate excitement, curiosity and enthusiasm and our commitment

to innovation will motivate us to constantly develop new solutions to meet the

needs of the market and our planet.

8. What values do we stand for?

We are dependable, practical and environmentally-conscious and we work

towards developing trustworthy, reliable, smart and innovative solutions while

promoting green, environmentally-friendly values.


9. What attitude should we project?

We are welcoming, anti-racist and culturally diverse. We are generous and

friendly. At the same time, we want to show a professional, forward-leaning and

ambitious attitude. Our customers and partners know that we are committed to

continuous improvement, sustainability and development.


9. Contact

Cinderella Eco Group AS Lyngjavegen 2

6475 MIDSUND

NORWAY

+47 777 11 500

www.cinderellaeco.com

Group CEO Gunhild Sjøvik [email protected] +47 477 55 673 Director Sales and Aftermarket Helene Norman Dupuy [email protected] +47 905 77 092 Director Communication and Marketing Thomas Krogedal [email protected] +47 911 43 823


When nature calls

brand platform 2019-2020...6 made in norway, supporting the brand p. 12 . 7 brand strategy p. 14 8...

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