BRAND SHADOWING

Charlotte Cramer & Joshua Richardson

HISTORY TARGET MARKETS MARKETING ADVERTISING DESIGN POSITIONING

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HISTORY

MARKETING ADVERTISING DESIGN

MARKETING
AWARENESS CREDIBILITY EXPERIENCE

MARKETING
BRAND MANAGEMENT FIELD MARKETING SPORTS AND EVENTS COMMUNICATIONS

BRAND MANAGEMENT
Coaching and consulting 1:1 interaction Writing strategies Product marketing Indirect Sampling Managing and developing Consumer understanding Long term thinking

CONSUMER COLLECTION BRAND TEAM

Personal touch

FIELD MARKETING

Quality control

Managing Brand Ambassadors

Association Aspirational Appeal Show, dont tell

SPORTS EVENTS AND CULTURE

Air race Flug Tag Manny mania Create loyalty

Opinion leaders Product placement Aspirational

CULTURE ATHLETES EVENTS

Everything at 110% quality

AIMS RESPONSIBILITIES PRINCIPALS

All Quality, globally linked to positioning Integrationevent awareness of communications Raising Variety and humour Consistence with brand values Convey energy

COMMUNICATIONS Gives you wiiings

ADVERTISING Closely involved

Kastner & Partners Light hearted Word of Mouth

SHAPE RING COLOURS AND LOGO PULL THE NAME, COLOUR SCHEME ARE DESIGNED TO AROUSE A LOGOTYPE NAME PARTICULAR SET OF TONE OF VOICE TYPEFACE EMOTIONS(Olins, 2004, p.178).

DESIGN

RED BULL SERVES AS A CLASSIC EXAMPLE OF HOW LONG-TERM THE BRAND IS THEBRAND SOUL SUMMARISING VISION AND STRONG PREMIUM PRODUCT INITIATIVES CAN TURN AN ORDINARY SPECIFIC MARKETS DRINK INTO A QUALITY COMMUNICATIONS TOP WIDELY POPULAR BRAND(Roll, 2006, p.199)

Bartlam,N. (2009) 100 things that make me happy [online image]. Available from: <http://scrapblogmebaby.typepad.com/blog_me_baby/ 2009/03/100-things-that-make-me-happy-lets-see-if-i-can-do-this-shall-we.html> [Accessed: 16 November 2009]

Boger, K. (2009) hello, 13 November 2009. Personal email to: C.Cramer (charlottecramer@me.com)

Kotler, P. Armstrong, G. Wong, V. Saunders, J. (2008) Principals of Marketing. United Kingdom: Pearson Education Limited. Kryz. (2009) Red Bull Sugar Free Energy Drink [online image]. Available from: <http://www.thisnext.com/item/6FB9E1B0/ECD7C469/Red-Bull-SugarFree-Energy> [Accessed November 16 2009] Lyle, K. (2008) Story Book [online video]. Available from: <http://www.youtube.com/watch?v=N5E0oO4-5is&NR=1> [Accessed: 19 November 2009] Ohioskateuniv (2009) Upcoming Events: Red Bull Gripped Canvas & Deck Art Clinic [online image]. Available from: <http:// ohioskateuniv.wordpress.com/2009/09/17/upcoming-events-red-bull-gripped-canvas-deck-art-clinic/> [Accessed: 19 November 2009] Olins, W. (2004) On Brand. United Kingdom:Thames & Hudson. Olins, W. (2008) Wally Olins: The Brand Handbook. United Kingdom: Thames & Hudson. Popsop. (2009) Red Bull Enery Shot [online image]. Available from: <http://popsop.ru/date/2009/01> [Accessed: 16 November 2009] Popsop. (2009) Red Bull is sold in plastic cans in Germany [online image]. Available from: <http://popsop.com/6434> [Accessed: 15 November 2009]

REFERENCES

REFERENCES
RedBull. (2009) ight manual Redbull. (2009) Moon Landing [online video]. Available from: <http://www.youtube.com/watch?v=YeJHCc_vA> [Accessed: 15 November 2009] Red Bull (2009) Product Page [online image]. Available from: <http://www.redbull.ie/en/ProductPage/htmlProductSwitcherPage.action> [Accessed: 19 November 2009]