Cloetta: achieving brand growth for your overall brand portfolio
When you want to get started with your brand growth as a company, it is almost impossible to ignore Byron Sharp's How Brands Grow view. This view of brand growth is based on actual consumer behavior and gives marketers guidance on how to get consumers to think about their brand at more times.
Challenge
You may have heard of it before. Anyway, theory is one thing, but what can you do with it in the workplace?
Especially when you don't want to grow one brand, but have a business that consists of multiple brands in different product categories.
The latter is the case at confectionery company Cloetta. Cloetta produces and sells confectionery, chocolate, pastilles and chewing gum. Venco, Redband, Sportlife and King are all familiar names of Cloetta on the candy shelf.
Because we provide customization, Blauw offers a solution for every budget and every brand to boost your brand.
Vision
Mentally present in the consumer's mind
For Cloetta, we started with Redband and Jellybeans (candy), Sportlife (gum), Venco (licorice) and King (peppermint). We engaged our Blauw Community to find out at what times you think of a particular category. And we asked respondents how often those moments occurred.
- When do you think of licorice/candy/chewing gum/peppermint?
- When do you buy it?
These are the situations in which people should think of a brand (your brand). Byron Sharp calls these your brand's category entry points (CEPs). The more consumers (and) the more relevant category entry points associated with your brand, the stronger your brand.
We also started working with the "distinctive brand assets" (DBAs). These are (meaningless) brand elements that are sensorial, such as colors, font, music.
In the community, we deploy a drawing tool to see what people draw when asked about a particular brand. This includes checking how unique that brand asset is to a brand. The color red, for example, was often used with Redband, but is also frequently linked to competitors by consumers.
Solution
Getting started with the results from the community research
After only two weeks of research and analysis, we had enough insights to present to Cloetta. But we think it's a waste of your and our time to come up with a report that ends up at the bottom of the drawer and nothing gets done with it in the end.
That's why we like to let you experience for yourself how to engage in your brand growth. During a workshop, we will discuss the results from the community research and work through them to come up with concrete opportunities and growth plans. You'll see how refreshing and surprising that is.
For Cloetta, for example, Redband's Smiley candy came up very strongly during the research. When you pass that candy by as product placement in a television program, consumers immediately associate it with Redband.
And the squeeze strip (blister) of gum is immediately associated with Sportlife.
Insights for your brand strategy
We discuss and brainstorm during the workshop about the applicability of the outcomes. Which insights have the most potential and can be used immediately for a campaign? And which insights take more time to work out, but can be used for your long-term brand strategy?
In doing so, we did not have the brand managers involved think about their own brand, but asked them to brainstorm about colleagues' brands. This takes the blinders off and you are challenged to look with new, open eyes. This also makes it a good team-building exercise.
Result
This measurement tool helps you move forward
Cloetta has a hefty dose of inspiration and insights after two weeks of research and a half-day workshop and is now working fully with the How Brands Grow vision. Now you do!
- Do you have a limited budget or need to spread your budget across your brand portfolio, but are curious about consumer opinion?
- Do you want the insights of a large audience in a short period of time to take it further yourself?
- Do you want to create immediate support for turning ideas into practical do's & don'ts within your company according to Byron Sharp's thinking?
The How Brands Grow approach is very practical and directly applicable. For any brand and any budget.
Want to know more about brand research at Blauw? Read more here
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