BSH Home Appliances Middle East’s Post

You know what… when I first saw the new Pepsi branding in Tesco, I was NOT convinced.😂 However, I have since reflected and I think I just didn’t like the change! One thing is certain, the new branding is more standout and bold. From a marketing perspective, the clean, simple branding will make for better campaigns, and their brand colours look more well established. It’s also commendable for such established businesses to re-brand because they have to get it right first time (scary!). Pepsi Vs Coke… which one takes the top spot?🤭 #rebranding #pepsirebrand #newlogo #marketingthoughts

Oooo, I always love a rebranding! Especially when it’s a well-established brand like Pepsi because there is little room for error and you really have to nail it first time round! 😂 But, with new branding comes new marketing strategies! This is where we come in… …Has your business recently rebranded or needs a fresh perspective? We can create comprehensive strategies for your business that include everything from competitor analysis to content pillars and social media strategy. Gain some new insight and keep up to date with industry trends to ensure your business stays relevant! 😎 Contact us below to get your strategy sorted👇 https://lnkd.in/eC8_N9t4 #MarketingStrategy #NewBranding #SocialMediaStrategy

Experiential branding done right. Gentle Monster is a brand trying to disrupt the optical/eyewear industry, which has more or less been monopolized. And they're doing it in a really cool way. When you walk into a Gentle Monster store, you'll be least focused on their glasses. And this is a good thing. They've devised a strategy where the product is in the background, subtly integrated into their showrooms in ways that feel natural, whilst the main focus is on huge art installation centerpieces that grab your attention, build brand affiliation, get shared, and most importantly - get people in the door. By having their product so closely associated with impressive art that leaves an imprint on visitors minds, they've done something unique. Now when you wear Gentle Monster eyewear compared to other brands, it's cool. It's not cool because it's more expensive, or because a celebrity said it's cool. It's cool because it's a brand at the forefront of art. "Kim wants designs to be delicate and wearable (Gentle) and yet, full of attitude and individuality (Monster)." #branding #experientialmarketing #disruption

Brand strategy : Heritage or Legacy ? Its an interesting perspective if you think of the concept of a Forever Brand. How do you plan for your brand to be relevant across different time periods?One way is to look at whether you are still riding on Brand Heritage or building a legacy. Heritage is when your brand depends upon past laurels and glories. The Classic. You dont change as per changing trends and times,you depend upon just being the way you are. Think of a brand whose package has not changed, product has not changed, including the communication tone and style. For example- TATA Salt- Desh ka namak. Over the years they have added interesting takes which go along with trends. Legacy is about the future. Being relevant in the future and thinking about whats next. Making innovation a priority. Modern and futuristic. Product innovation, trending communication all are forward looking. Its about tomorrow and not Today. e.g- Technology brands,Automotive brands,Healthcare brands. LG & Samsung are forward looking brands. Their innovation and futuristic views are apparent in everything they do. Heritage or Legacy as a brand strategy is about who your BIG Consumer segments are. I would go for a mix. #brandstrategy #brands #heritage

In the ever-evolving world of consumer branding, SKINN by Titan is proving that it's possible to rewrite the rules and achieve what many brands find challenging: successful premiumization. Their journey, particularly with the launch of their premium segment Noura, offers a masterclass in brand perception, equity, and storytelling. Traditionally known for offering quality fragrances at an affordable price point (₹1700 - ₹2500), SKINN by Titan has managed to elevate its brand with Noura, a premium range priced above ₹3000. This shift is no small feat. It requires changing deeply ingrained consumer perceptions and ensuring that the new products deliver on the promise of additional value. Titan tackled the challenge of shifting brand perception from value to premium by ensuring Noura was not just another fragrance but a luxurious experience. Leveraging renowned perfumer Ilias Ermenidis with Mira Kapoor offering a behind-the-scenes look into fragrance creation, building trust and excitement, which created a compelling narrative. The ad campaign with Kareena Kapoor, highlighted the product's premium nature while forging an emotional connection. Revenues from premium range crossed 12% in their ~₹350Cr pie, showcasing the effectiveness of their strategy. Many brands have stumbled in their premiumization efforts. For example, Maruti Suzuki struggled to sell cars above ₹15 lakhs as consumers didn't associate the brand with that segment. SKINN by Titan's success is a shining example of how to navigate the tricky waters of brand premiumization. By understanding the core principles of brand perception and equity and weaving a beautiful, engaging story & creating a narrative that resonates deeply with consumers, ensuring that they not only see the value but also feel it. Kudos to Titan for executing this with finesse and elegance! Agree? #Branding #Marketing #ConsumerGoods #SKINNbyTitan #Premiumization #BrandEquity #Storytelling #MarketingStrategy #Fragrance #Luxury #Titan #Retail #Ecommerce #Noura #Nox #NotesFromAPerfumer #IliasErmenidis Kareena Kapoor Khan #mirakapoor Supari Studios

Have you heard about “The IKEA effect”? I am thrilled to have contributed to Brand Lounge‘s latest article, we are discussing the importance of co-creation and how it strengthens both our bond with our partners, and their bond with their brand. At our firm, we believe in the power of collaboration to drive brand success and maximized value. Read it to know more!

Positioning a brand can often be like yin and yang. Changes made to your brand affect another brand. Every brand has a competitor, either direct or indirect. Sometimes, this can work in your favour. Vinterior has launched a campaign "you're better than flat-packed," a clear position against IKEA. And it works. Everything IKEA is, they are not. It's super clear. It works well for unknown brands too. Take a brand everyone knows and say, "That's not you." Now everyone knows who you are and what you are about.

Discover how luxury displays can enhance your product's perceived value and provide a captivating platform for weaving your brand narrative. Dive into our latest blog post to master the art of using luxury displays to engage and captivate your audience. . . . #retaildesign #retaildesignagency #visualmerchandising #storedesign #shopdesign #retaildisplay #windowdisplay #visualmerchandiser #shopfitting #retailfixtures #storefixtures #displayfixtures #retailoutfitting #retailmerchandising #pointofpurchase

New Brand? Re-Brand? For your customer or for your ego? Brands aim to foster trust and commitment between manufacturer and customer, akin to a relationship built on promises kept. The stronger the perceived value and the more promises are kept over time, the stronger the brand. Recent developments in the automotive and furniture industries, where I spent 25 years, highlight this dynamic but also exposes its flaws. NIO, a less than 10-year-old leading Chinese EV manufacturer, has established a formidable brand with high-quality products and innovative experiences (NIO House) in a few short years. Surprisingly, they just announced a new brand! ONVO, targeting families with a good looking compact approx. €30k SUV, the L60. This move suggests NIO's intention to stay premium. But did it really have to launch a new brand? Launching and maintaining a brand is SO expensive. Could the NIO brand not embody the L60? Are young families really that different from young & middle aged business professionals? https://lnkd.in/e2WpuqvP Similarly, Design Holding, a 6-year old Italian conglomerate of 10 highly established premium home interior brands, just rebranded to 'Flos B&B Italia Group,' as the company said: ‘to strengthen our positioning within the luxury design industry’. So, nothing to do with an internal hierarchy? https://lnkd.in/ezhqBFTn Lessons from past conglomerate failures like Premier Automotive Group (PAG) under Ford Motor Co., which I was part of with Volvo and Aston Martin years ago, and where Brand CEOs and Group CEO were stepping on each other’s toes for attention, underscore the risk of losing sight of customers in brand decisions. Customers rarely resonate with overarching group identities, emphasizing the importance of focusing on core brand strengths and customer needs. Building value over time through consistently delivering on promises and customer satisfaction is key for sustained success. Play the long game… Leave your ego at the door.

Rebranding 2024: Decathlon's First Logo in 48 years?? In a significant branding move, Decathlon International , the renowned French sports retailer, has introduced its first-ever logo after 48 years. Collaborating with Wolff Olins , a leading brand consultancy agency, Decathlon aims to redefine its brand identity and position itself as a global leader in sports retail. The Transformation: Decathlon's new logo, named L'Orbit, signifies a departure from its previous sans-serif wordmark. Inspired by the connected CA ligature, L'Orbit adopts an ellipse shape, symbolizing the company's dedication to circularity, sustainability, and innovation. The logo's open-ended peak offers versatility, representing progress and growth in the realm of sports. Key Benefits of the New Brand Identity: 1. Enhanced Brand Recognition: With a distinct and memorable logo, Decathlon strengthens its brand presence globally, ensuring better visibility and recognition across diverse markets. 2. Unified Branding: L'Orbit serves as a cohesive symbol across Decathlon's expansive range of products and services, fostering consistency and reinforcing the brand's identity. 3. Inclusivity and Accessibility: Decathlon's new logo embodies inclusivity, welcoming individuals of all ages and skill levels to participate in sports and outdoor activities. 4. Elevated Customer Experience: The introduction of L'Orbit coincides with a revamp of Decathlon's digital and physical retail experiences, promising enhanced customer engagement and satisfaction. 5. Commitment to Innovation and Sustainability: L'Orbit reflects Decathlon's commitment to driving innovation and sustainability in the sports industry, resonating with environmentally-conscious consumers and stakeholders. Conclusion: Decathlon's adoption of L'Orbit marks a significant milestone in its brand evolution journey. By embracing a fresh visual identity, Decathlon reaffirms its position as a forward-thinking and customer-centric sports brand, poised to lead the way in the ever-evolving retail landscape. #brandidentity #brand #branding #decathlon #newlogo #rebranding