c360 brand platform
DESCRIPTION
TRANSCRIPT
credentials
“In the struggle for survival, the fittest wins out at the expense of
their rivals because they succeed in adapting themselves best to
their environment.”
– Charles Darwin
what’s in a name?
positioning
For brands that are looking for a communications partner that will help them
achieve their sales, share and brand building objectives while maximizing their
ROI, C360 is an integrated communications group that achieves the 360º
brand~consumer connection by having a team of specialized professionals
that delivers results by focusing on understanding the consumer needs, wants
and behavior and delivering the right brand message at the relevant contact
point.
services
360 Consumer & Brand Interaction
beliefs
“The old advertising model was informing, persuading and
reminding.
The new advertising model is demonstrating, involving and
empowering.”
Mitch Matthews, Marketing Chief, Microsoft
beliefs
Relationships
• That the consumer and brand relationship is no longer only
about consumption.
• That trusted and dependable relationship are built through
an integrated and consistent delivery of a relevant
conversation.
• That the consumer expects more from a “friend” but it is a
two way street, “friendship is loyalty” .
beliefs
We believe there’s been too much of everything
• Too much of sameness, cloned, duplicated, replicated
imagery.
• Wealth has been the ultimate goal, as the measure of
where people belonged, as the measure of success.
• Today’s consumer is realizing that these symbols are
shallow and don’t provide meaning nor happiness; rather
they feed insecurity and alienation.
beliefs
The consumer is hungry for real meaning and community.
• In the last 50 years we have more than doubled our wealth
and we are not happier for it; at the same time rates of
depression are 10 times of what they used to be.
• Modern life is making us feel more alone and alienated.
• We are learning that in our abundant world we have a lot of
everything except what we really crave for.
beliefs
People are realizing that seeking value is being smart
• Consumers have learned to be more frugal and are likely to
carry those skills over once the economy recovers.
• They realized they were wasting money on higher-priced
goods and services when less expensive alternatives were
available with little real trade-off in quality or satisfaction.
• The "crazy mindset" is over and shoppers are only willing to
pay for what they absolutely need or for those items that
present extraordinary value.
beliefs
We are back to “simpler times”
• A new set of family values
• As a result of cutbacks in the family budget "we have
redefined what's truly meaningful in our lives”
• Parents and families are shifting to a new value system
where keeping up with the Joneses is out and teaching the
kids about responsible spending is in.
beliefs
Profound behavioral modifications
• People are redefining their social and consumer behavior so
deeply that it will last long after the recession is over.
• The recession will end, but looking inward and streamlining
are likely here for some time.
• What we're seeing is a pretty dramatic shift in how people
are thinking about money and finances and needs versus
wants
beliefs
The new home opportunity
• Tough times remind us that products exist to solve
problems, and products that are solution-centric stand a
much better chance of survival (and success)
• It’s about recalibrating our business to focus on how we can
make consumers’ lives better
beliefs
We believe we are at a “Cultural Juncture”.
A transition in social consciousness of historical scale.
PEM
our vision
To increase sales and market share by building relevant
relationships between our brands and it’s customers through
conscious branding.
our vision
The “Conscious Brand”
• Respects it’s customers– Acts like a good friend – honest, credible, fun, human.– Fosters real community and a two way collaboration.
• Makes a genuinely good product or service – no “smokes and
mirrors”.– Has an authentic story that gives meaning to it’s customer lives.– Gives them something to believe in, fall in love with, and want to be part
of.
• The new brand relationship will be about meaning,
collaboration, purpose.
our mision
To drive sales while building brands by nurturing
relationships between our brands and it’s consumers
through insights relevant to all relationship contact
points.
mission
The C360
• The C360 is our process of delivering the most cost-
effective sales and brand building efforts by integrating the
activities of all communications disciplines into a single
brand voice.
how we do it
The C360
• As per Millward Brown, the central premise of 360
communications is that all brand contacts matter and
should be considered holistically when spending marketing
money.
how we do it
We deliver the 360 integration by:
• Having the consumer at the heart of all efforts, with a focus on
obtaining the most cost-effective consumer response
• Identifying the most relevant insight relative to the contact point
• Recognizing that there are consumers and that there are
shoppers, all exposed to the brand contact at the same time; all
switching from one state of mind to the other.
• Managing an increasing and morphing number of specialists to
ensure that all are working together, not operating in silos
fact
Today’s consumer rather look smart than pretentious.
Society is moving from “image is everything”
to “frugal is the new black”.
PEM
Today’s consumer rather look smart than pretentious.
Society is moving from “image is everything”
to “frugal is the new black”.
PEM
