Brand Development and Promotion: Meraki Report by aliyahturnbull

CONTENTS 5 - 19 BRAND ANALYSIS 6 Brand Introduction 7 Brand Vision and Proposition 8 Brand Essence 9 Brand Values 10-12 Brand Personality 13 Tone of Voice 14-15 Product USP and Differentiation in the Market 16-17 Brand Identity 18-19 The Product 20 - 31 MARKET ANALYSIS 22-23 Macro-Trends 24-25 Micro-Trends 26 Market Positioning 27 Competitor Analysis 28 Range Development 29 Pricing Architecture 30 Service Touchpoints 31 The Consumers

32-45 COMMUNICATIONS PLAN 34-39 Timeplan 40-41 The Collaboration 42-43 Press Release 44-45 Social Media

Name: Aliyah Turnbull NTU ID: N0670964 Word Count: 3,958 words

BRAND ANALYSIS

BRAND INTRODUCTION Meraki are a brand new and fresh brand set to be emerging onto the homeware market. Japanese culture is at the heart and core of their brand, drawing inspirations from the Japanese zen gardens, relaxation and mindfulness. Their brand name translates into “to do something with soul, creativity or love; to put something of yourself into your work.” resonating directly with what Meraki stands for and the essence of their brand. The miraculous designer behind this artistic brand is Pearl Cavaney, she can relate directly to Meraki’s customer base as she is a student herself who also suffers from stress and finds it hard to find ways to overcome it. This lead to the creation of the brand’s first product ‘The Zen Pen’ as Pearl often used drawing as a way to relieve herself from stress; allowing her mind to rest and enter a state of calmness, thus wanting to share this and help other people like herself. Pearl herself has essentially turned her own stress into creativity through making these products and uses them herself which allows the brand to connect and relate with customers further on a personal basis.

BRAND VISION Meraki is an emerging brand only just starting up in the homeware market, their long term vision is to become a brand leader in their working markets and to be greatly renown amongst their competitors for offering an innovative, creative product that tackles the misunderstood issues surrounding mental health. Upon becoming an eminent brand, Meraki aims to expand their product portfolio with similar products that also focus on their empathetic values.

Meraki hope to provide their consumers with a form of escapism; immersing them into a state of total relaxation and calmness surrounding their everyday stress and struggles. Starting with their first product, â&#x20AC;&#x2DC;The Zen Penâ&#x20AC;&#x2122; which focuses on the act of doodling and drawing in order to turn their own stress into creativity and peacefulness.

BRAND PROPOSITION

Create your calm. Discover your calm.

When a brand creates their brand essence, it should depict and soul of what their brand is about hence why Meraki have words such as, create and calm because the main focus their customers to achieve calmness by enabling their inner

the heart used keyis getting creativity.

A brandâ&#x20AC;&#x2122;s core values dictate how they behave and keep them in line with the promises they offer to consumers. Merakiâ&#x20AC;&#x2122;s main values that they stand by are innovation, freedom and inclusivity. Meraki should translate these values through their product portfolio and in the way they act across social media and also all advertising and publications.

INNOVATION

FREEDOM

INCLUSIVITY 9

SOULFUL

MOTIVATING

EMPATHETIC

A brandâ&#x20AC;&#x2122;s personality describes their characteristics in which Merakiâ&#x20AC;&#x2122;s customers should be able to relate to and engage with. The main personality traits that Meraki want to portray to their consumers is that they are soulful, motivating and empathetic which relates directly to their brand name and the deeper meaning behind it; doing something with soul, creativity and/or love. Meraki wish for their customers to prioritise self-care and put their wellbeing first, thus being soulful and motivating is the best way to encourage this and being empathetic alongside this, allows for Meraki to support their customers along their journey; leaving them feeling a sense of security. (See Appendix 14)

APPROACHABLE

PASSIONATE

INVITING Merakiâ&#x20AC;&#x2122;s tone of voice is approachable, passionate and inviting which reflects their stance on inclusivity; welcoming and inviting their customers to join the community they have built around their brand. Being approachable means their customers can entrust in them when they have a problem with either products or the brand themselves and they feel comfortable and safe buying from a brand they deem to be honest. Meraki are a passionate brand whom strongly believe in what they stand for which comes across in the care and detail in their products.

UNIQUE SELLING POINT In order to become a successful brand after startup, you need to be different; standing out and demonstrating your differentiation in the market. This is increasingly important for them as they are operating within a saturated market, full of existing brands who have already built long term relationships with their consumers. However, although it may be challenging, it should only motivate Meraki more to emphasise the difference they can bring to the market.

ESCAPISM Meraki provide their customers with a form of escapism; submerging them into a vicinity of calmness; a claim quite idiosyncratic to other brands which excels them in terms of differentiation within the homeware market. Furthermore, enabling their customers to break away from the confinement of their stress.

POSITIVELY SELFISH AND HASSLE FREE Meraki offer their customers a way to make their self-care and wellbeing a priority. With many people not making enough time for themselves within their busy lifestyles but Meraki provide them with a simplistic, hassle-free way to unwind.

EMBRACE REALITY

It is clear that in todayâ&#x20AC;&#x2122;s society, we are so absorbed by technology that we have forgotten to embrace the beautiful world around us. However, Meraki want to encourage consumers to enjoy their relaxation and engage and stimulate their mind through the use of their products.

BRAND IDENTITY It is vital for a brand to be consistent with its brand identity as it reinforces the message and emotions behind the brand.

LOGO GUIDELINES A brand’s logo is pivotal to their brand identity as it is constantly being exposed to their customer base at the forefront of the brand. Meraki’s logo has been created with Japanese culture in mind as it is the main concept they draw inspirations from. The circular aspect to it links back to the ‘circle of zen’; Enso being the Japanese word for circle which in zen buddhist paintings, “symbolises a moment when the mind is free to simply let the body/spirit create” (Wikipedia, 2018) The meaning behind this directly links to what Meraki stand for and what they want to relay onto their customers about creativity and being both spiritually and mentally free of stress and negativity. However, Meraki have purposefully ensured that the circles are not perfectly round to represent the abstractness of doodling in the sand with their ‘Zen Pen’ product and also, to emphasise the absence for perfection and strict guidelines within their brand; their products can be used however you like and there is no unnecessary pressure for their customers to act in a consummate manner. The logo must not be altered in any form, it is a violation to change the colour; shape; or add any features to it.

COLOUR PALETTE The most successful brands tend to have a simple colour palette, consisting of around 3 key colours. However, adding a secondary additional set of colours can keep the brand interesting across their branding and publications. Meraki’s colour palette mainly revolves around shades of green with earthy variations.

PACKAGING Merakiâ&#x20AC;&#x2122;s packaging is simple and has the tendency to follow a dark colour palette similar to the look of their general branding and publications. This is important as their packaging is one of many parts of their brand identity; reflecting on who they are and thus needs to remain constant alongside other components. Although the brandâ&#x20AC;&#x2122;s message totally focuses around creativity, their packaging remains simplistic to entice customersâ&#x20AC;&#x2122; to see where the creative lies and the packaging should not take away from the product themselves; the key part for customers to unlock their creativity. The sleek, professional look of their packaging allows their products to look aesthetically pleasing wherever they are kept as an added accessory to the room.

Meet ‘The Zen Pen’

Welcoming, The Zen Pen. Merakiâ&#x20AC;&#x2122;s first product has been inspired by Japanese zen gardens in which patterns are drawn into sand and stones to reveal a beautiful work of art. The Zen Pen has been designed to help people relieve their stress by drawing and engaging your mind in a new world; submerging their customers into a world of tranquility. There is no set way to use this product, giving customers the freedom to make it their own.

MARKET ANALYSIS

MACRO MINDFULNESS

Mindfulness has become one of the most dominant macro trends in the past few years and it appears that it will continue to be so for the foreseeable future. This trend reveals an alternative medicine and links back to buddhist traditions in order to “offer people tools for a more aware lifestyle and greater spirituality.” Trendone, 2017. This is an idyllic period for Meraki to be launching as the trend has already gained enough publicity and excitement for customers to ‘buy into’, yet it hasn’t exhausted itself. Mindfulness can have a different personal meaning for different consumers. For example, some consumers find mindful living through the use of calming apps, yet others require digital detox periods, which is where Meraki comes in. “Living mindfully means acquiring mental strategies for everyday life to break up negative thought patterns or to learn how to deal with demanding situations”. Trendone, 2017. Hence why this trend puts Meraki in an advantageous position as they are directly offering customers a method to deal with their pressures and stress.

- TRENDS CREATIVE MANIFESTO

This macro trend, creative manifesto was sourced from WGSN and is all about self-expression and creativity prevailing over other skills. “The best strategy will be to push outside the comfort zone and inspire action.” WGSN Insider, 2018. This connects to Meraki’s brand values as they want to inspire creativity within all, even those who would not consider themselves creative and the brand stands up for moving away from labels and allowing yourself to no longer be limited by your own mind’s boundaries. This particular trend mentions the idea of pushing boundaries using creativity within products and using it as a weapon to install change. Meraki essentially are changing the way we combat our stress and anxieties, making this an appropriate trend for them to follow and emphasise within their branding.

MICRO - TRENDS SWITCHED OFF

This micro trend has stemmed from the macro trend, Mindfulness, and is about encouraging users to reduce their time spent using mobile phones and embracing reality. In today’s society, it is evident that we take the world around us for granted as we get easily absorbed into the world of technology. Meraki’s brand morals link in fittingly with this micro trend as they aim to encourage a lesser use of technology; detoxing their consumers from the digital world as making time to unplug and engage your mind, simultaneously with relaxing is becoming increasingly important.

The mood to order micro trend has been sourced from Mintel and focuses on how consumers “are looking for ways to manage their emotional wellbeing.” (Mintel, 2017). This links back to Meraki as one of their main focuses is to help consumers manage their mental health and stability through creativity; reducing their stress levels and offering customers the advanced method they are inevitably searching for.

SLOW IT DOWN

MOOD TO ORDER

This micro trend, Slow it Down is yet another micro trend obtained from Mintel throughout their reports on managing healthy lifestyles. ‘Slow it Down’ has created a demand in consumers, for brands that are offering them products and services that allow them to take a break from their fast paced lives and unwind; Meraki being a brand that tender to this situation.

MARKET POSITIONING

Here, the market positioning map has been used to analyse the emotive narrative behind Meraki and its competitors, against the approximate age of their primary customer base. Meraki have been placed as one of the highest in terms of their emotional connection with their consumers, as there is such an emotional motivation that stems from their designer. Whereas, some of their competitors have portray a more reserved, detached outlook which can often cause a strain on relationships between brands and their consumers. There is a typical trend between brands with a younger consumer base having less of an emotive reputation. However, this is where Meraki unquestionably stand out as they have managed to overcome their competitors and fit into a clear gap into the market.

â&#x20AC;&#x153;Experiences you create should be treated as distinct economic offerings that engage your customers and create memories within them.â&#x20AC;? James H. Gilmore and B. Joseph Pine

The homeware market is extremely saturated with innovative brands meaning it can be significantly difficult for emerging brands like Meraki to launch and become one of the leading competitors. However, they could advantageously use the unique attributes to their products and the empathetic attitude they have across their brand in order to filter through their competition in the market.

Rikumo are a well established Japan made homeware brand. They have a significantly wider stock range and ship worldwide. They sell calming homeware such as, candles made from soothing scents that intend to create different sensations for customers; a sector within homeware that Meraki could be inspired by and aspire to branch into. However, their price range is notably higher in comparison to Meraki, limiting their consumer base as it is not easily affordable. Whereas, one of Meraki’s brand values is inclusivity and their price range reflects this; remaining true to their brand however it reduces the element of exclusivity.

A fellow competitor for Meraki to consider is Next, they have key new scents and complimenting homeware products each season (‘phase’) and their stores include corresponding publications that feature knowledge on this season’s chosen scents and their beneficial properties for the mind and body. This could provide inspiration for Meraki in the future if they were to have their own stores; creating scented products with complimentary information.

COMPETITOR ANALYSIS

RANGE DEVELOPMENT In order to expand their product portfolio, Meraki will need to develop their range through altering existing products, as well as producing new ones. Creating a new product would increase Meraki’s success as a startup brand as it would allow them to move into new sectors within the homeware market.

PHASE ONE

An initial concept for Meraki to consider in terms of range development would be to introduce the idea of calming scents to their branding. Firstly, they could create several adaptations of ‘The Zen Pen’ including essential oils within the sand in order to add soothing elements to the product.

After success from introducing scents to their branding, Meraki could expand on this by creating a line of candles that incorporate sand in the design; linking back to the zen garden that initially inspired the brand and its history.

PHASE TWO

PRICING ARCHITECTURE

£30 Meraki’s first product, ‘The Zen Pen’ will be priced at £30 for the entire set, including the scribes which is feasible regarding their primary consumers and considering the high quality materials used. Meraki will also offer student discount through unidays across all their products, this fits appropriately with their target consumer as they are deemed to be someone who may possibly be a student. It would not exactly fit in with their brand personality of being empathetic if they were to not then offer student discount to their main customer target groups.

SERVICE TOUCHPOINTS “Each touchpoint is an opportunity to increase awareness and build customer loyalty.”

Wheeler, M, 2010:3

Meraki have created their website with their consumers in mind. Their homepage features a gallery of images associated with the brand such as, collaboration pictures, new items and product demonstrations. Consumers can then navigate around to sections such as ‘About Us’; exploring the story behind the brand, a ‘Shop’ section; allowing consumers to purchase their Meraki products, a ‘Collaborations’ page; looking further into their work with other brands and exciting events surrounding their collab work, and finally, a ‘Join the Community’ page; inviting their consumers to connect with the brand. The community page allows customers to sign up/login to their account where additional features are unlocked such as, being able to share your stories and view others as well as, share what you have done with your Meraki products with the community; adding an increased element of security as you have other customers supporting you within the community that Meraki have created. The website will also have plugins to redirect to their social media as this is the key way that Meraki aim to communicate with their consumers.

TARGET CONSUMER

Although Meraki aims to create products suitable for everyone; inclusivity being one of their core brand values, they still have primary and secondary customers whom they will put their focus on. Choosing your target consumer is crucial to a business, especially an emerging brand. If the wrong group is chosen and targeted, this can often lead to the failure of brands. Meraki did not want to define their customers by simple demographics alone but using behavioural attributes as well in order to take a more inclusive approach and remain fitting to their brand values; creating a welcoming community for their customers. Meraki have chosen to target young adults as their primary customer; people whom may also be students at either college or university, or alternatively part-time or full-time in a working environment. For young adults, this period can be exceedingly stressful and it is difficult to find beneficial coping mechanisms and escapism that do not lead to detrimental behaviour; consequently, worsening their mental health issues. One of Meraki’s many goals in relieving their customers’ stress is by reducing their time spent using technology; particularly social media and instead, physically engaging their minds.“67.6% of people surveyed, agreed that it is important to be aware of their use of technology and consciously try and reduce this time?” See Appendix 13; thus it is agreeable that this would be a suitable primary customer for Meraki to target and would be more susceptible to the idea of trying to focus their mind away from technology.

THE EXPRESSIVE MINDS

THE GROWING MINDS

They have deemed their secondary customer to be perceived as somewhat of a ‘creative’ whose occupation takes one of the many creative industries. Their whole life revolves around creativity; their occupation; their hobbies; their lifestyle and it’s something they are passionate about, making them an ideal customer to fit in with Meraki’s brand identity and profile. ‘The Zen Pen’ would be an ideal product for them to use for relaxation yet simultaneously, improve and maintain their creative flare. Many people who work in creative industries tend to take up blogging in order to document their work, this fits in perfectly with Meraki as their website offers a section to upload videos and images of what you have created which these customers could then

COMMUNICATIONS PLAN Meraki have set out a communications plan in order to organise their initial 12 months from launching the brand, efficiently. They aim to create a strong relationship with their customers within this time and establish a sense of community around their brand through the use of several social media platforms, insightful marketing campaigns and collaborations.

MONTH 1 - JANUARY Merakiâ&#x20AC;&#x2122;s first month will focus on spreading awareness for their new brand, this will be carried out through several mediums such as, press coverage in the interior focused magazine, Dirty Furniture. Every issue focuses on one product which would be an amazing opportunity for Meraki to allow people to understand the strong emotive story behind the brand. In this month, Meraki will set-up their social media accounts such as, Instagram, Twitter and their website and also, aim to get in touch with blogger, Lucy who runs the blog Dinosaur Dances, in order to gain awareness through her following on instagram and add new content to her blog.

MONTH 2 - FEBRUARY

February will still see the heavy focus on gaining awareness and building a following across their social media platforms through the use of more media coverage. During this month, Meraki will reach out to Anxy magazine, who focus on openly talking about personal mental health issues. Meraki will also constantly update their social media platforms with relevant content and updates.

MONTH 3 - MARCH

Following the predicted success of working with their first blogger in January, Meraki will reach out to Kristina, the face of â&#x20AC;&#x2DC;Creepers and Cupcakesâ&#x20AC;&#x2122; in order to promote Meraki, through both her instagram and blog itself. Meraki will promote their work with Kristina across their social media, particularly instagram; allowing a mutual benefit of gaining a larger audience for herself as well as, Meraki.

MONTH 4 - APRIL

In this month, Meraki will start to gain considerable publicity and interest and therefore, it would be an fitting time to create an instagram post teasing their upcoming collaboration with Maison De Choup, in order to acquire excitement across their current customer base.

MONTH 5 - MAY In early May, Meraki’s press release will be published to officially announce their upcoming work with Maison De Choup, this will entail the details of the upcoming products. Meraki should use this month to prioritise focus back on their social media surrounding the collaboration. To create further anticipation for the collab, Meraki will take to their instagram to announce a future giveaway when the collaboration is released, instructions will be set out clearly on the post.

MONTH 6 - JUNE June will be the month that Meraki’s collaboration with Maison De Choup launches and is available to buy through their website. Following the release, Meraki will host a workshop; sending personal invite to bloggers and customers are also welcome through purchase of a ticket, available on the Meraki website. This workshop will be a chance to physically view the products and buy them and will centre around creativity and testing out products which reaches out to Meraki’s secondary customer; The Expressive Minds.

MONTH 7 - JULY Meraki will host a pop-up store for the duration of this month, involving the collaboration products, it will be set in Winchester, Southampton as this is where Maison De Choup was launched. Furthermore, Meraki will go back to seeking media coverage with the likes of Womenâ&#x20AC;&#x2122;s Health for a mental health issue; taking a different perspective from their usual physical health stance.

MONTH 8 - AUGUST

Meraki will launch their Youtube channel in August with exclusive footage from the workshops, behind the scenes of the brand HQ and from the pop-up store. At the end of the month, the limited edition Maison De Choup collaboration will be put on pause for Meraki to put more focus on their original products for a while.

MONTH 9 - SEPTEMBER

Meraki will use this month to broaden their work with bloggers, reaching out to macro-blogger, Chloe Plumstead who runs the blog, ‘The Little Plum’ in order to continue the excitement around their brand. Social media will again be a main focus during September to reflect on the exciting past few months they’ve had.

In October, Meraki will use their social media to announce a competition that will take place on their website, encouraging customers to share their stories and creations. Following this, social media will again be a priority, especially their YouTube channel with videos on relaxation methods, tying in with their brand values.

MONTH 11 - NOVEMBER Chloe Plumstead, the macro-blogger who Meraki worked with in September, will be invited to work with Meraki on their YouTube channel involving a series of videos about her own personal struggles and tips to share on relaxing and achieving calmness in your life. Following on from this, Meraki will reach out to the likes of Cosmopolitan and Elle for media coverage on the success in the past months.

MONTH 12 - DECEMBER

In the final month of the year, Meraki will orientate their social media around Christmas and the New Year and announce exclusive sales for Boxing Day. Finally, at the end of December, Meraki will use their instagram to hint a second collaboration with Maison De Choup that could release after the New Year, in order to celebrate their successful first year.

THE COLLABORATION Meraki has set up their first collaboration with the brand, Maison De Choup (MDC). Maison De Choup was established in 2014, by George Hodgson who suffered from crippling anxiety in his young adult life. After suffering with such mental health issues, Hodgson used his artistry as a coping mechanism, similarly to that of Meraki’s product designer. Evidently this links directly to Meraki’s product ‘The Zen Pen’ which uses art and creativity to resolve stress. Maison De Choup have a general minimalist style to their branding, similar to Meraki, which makes it easy to visualise how these brands would compliment each other. Furthermore, both brands have a similar agenda in terms of raising awareness for those suffering with mental health issues, hence why their work from their collaboration will donate 10% of proceeds to the charity, YoungMinds. MDC have previously worked with YoungMinds; making it easier for Meraki to establish a relationship with the charity, with MDC’s “Words Fail Me” collection giving 25% of proceeds to the charity.

THE PRODUCTS

The Meraki x Maison De Choup ‘Zen Pen’ and Necklace

The Meraki x Maison De Choup Tote

The Meraki x Maison De Choup T-shirt

MERAKI REVEALS THEIR FIRST COLLABORATION, WITH MAISON DE CHOUP - 3rd May 2019 -

“Our designs are about mental health but they aren’t triggering designs. So someone isn’t a walking billboard for mental health.” George Hodgson Meraki have announced their upcoming collaboration with the astonishing brand, Maison De Choup; created by George Hodgson and inspired by mental health, encouraging its customers to stand up against their struggles. The collaboration is set to be released in June, with no official date quite yet and Meraki have said this will be a limited edition collaboration of their products that will run throughout the summertime until somewhen at the end of August. This will be Meraki’s first ever collaboration after their launch at the start of the year and we are expecting big things from these two brands working together. Meraki have taken to their Instagram to announce the collaboration and the

products that are set to be involved, including: A limited edition ‘Zen Pen’ featuring key brand elements such as, slogans and logos from both brands, including Maison De Choup’s “Warrior not Worrier” slogan; 3 tote bags featuring their collaboration logo and existing Maison De Choup prints; a t-shirt featuring their collaboration logo. The brand have declared that 10% of proceeds from this collaboration will be donated to the charity YoungMinds who Maison De Choup have proudly worked with previously. Both brands have strong, emotional connections with mental health in terms of the story behind their brand and what they intend to do for their customers, hence why they have decided to donate to supporting

charities and reinforce the message they wish to portray. The products will be available to purchase in bundles where the customer can choose from given selections of which products they wish to buy and the prices will alter accordingly, ranging from £15-£50 depending on which products are chosen. The collaboration will be available to buy on Meraki’s website and in their pop-up store that is set to open in July for a duration of two weeks. Both Meraki and Maison De Choup have hinted that this will not be a one-off collaboration as they have worked so well together to reach a wider audience on mental health. So we can look forward to more of their impressive collective work after this collaboration!

JANUARY - MAY

SOCIAL MEDIA

MAY - JULY

SEPTEMBER - DECEMBER Instagram is the most idyllic platform for Meraki to utilise as it is fitting with both their primary and secondary customer, due to age group and the visual aesthetic of this app.

FUTURE PLANS Meraki aim to continuously grow and expand their brand in the future, developing a range of innovative products to keep satisfying and helping the consumer base they have built. Further on from their proposed range development, introducing scents to the brand would work well as it could add to their existing emotional narrative; working the mind and your senses. From this they could not only develop a candle range but also, a corresponding set of diffusers and room sprays in order to add serenity to their consumersâ&#x20AC;&#x2122; homes and lifestyles. Meraki has immensely strong branding and therefore, should consider creating a physical retail space to sell their products, with an interactive, individual retail experience that enhances their existing consumer relationships and could grow their customer base even more.

CRITICAL PATH

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Image References: Brand Book / Report The ‘Zen Pen’ (2018) by Pearl Cavaney

Japanese Zen Garden (2018) by Pinterest: https:// www.pinterest.co.uk/ pin/119908408798221177/

Meraki Logo (2018) ‘Own Photograph’ by Aliyah Turnbull