BRANDBOOK by Ashlee Allen
Betty Crocker Re-Brand Proposal
Branded By: AshleeAllen
Copyright Š 2014 by Ashlee Allen. All rights reserved.
This work is protected by the Copyright Laws of the United States (Public Law 94-533, section 107). Consistent with the fair use as defined in the Copyright Laws, brief quotations from this material are allowed with proper acknowledgement. Use of this material for financial gain without the author’s express written permission is not allowed
Content. Recipe: Introduction
Recipe: Research
1/1
cups
Branding Promise
1/1
cups
SWOT Analysis
1/2
tbsp
Branding Pillars
1/2
tbsp
Zag Analysis
1/3
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Vision
1/3
tbsp
Competition Comparative Analysis
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cups
Audience
1/4
cups
Competition Brand Identity comparative analysis
1/5
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History
1/5
tsp
Brand Photo Elicitation
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Current positioning statement
Recipe: Rebranding Strategy
Recipe: Creative Outcome
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Current Strategy
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cups
Proposed New Brand Identity
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Proposed strategy
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Touch Points
Conclusion References
One-Bowl Pumpkin-Chocolate Swirl Cake 1/1
cups
Betty Crocker™ SuperMoist™ spice cake mix
1/2
tbsp
canned pumpkin (not pumpkin pie mix)
1/3
tbsp
water
1/4
cups
vegetable oil
1/5
tsp
eggs
1/6
tsp
pumpkin pie spice
1/5
tsp
chopped semisweet baking chocolate
1/6
tsp
unsweetened baking cocoa
Introduction
BRANDING PROMISE.
“YOU can do it and I can help YOU.” Cordially Yours,
Betty
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INTRODUCTION | Rebranding Betty Crocker
BRANDING PILLARS
Relevant.Qualitative. Personable. Innovative. Community Driven.
From its beginnings Betty Crocker has been innovative in product presentation. No other brand at this time was as personable to the community like Betty Crocker was. Betty Crocker not only provided great cooking advice, but provided advice that was relevant to her listeners. Betty Croocker promoted the quality of the cooking products and upheld to the standard of the Gold Medal Flour. 2
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INTRODUCTION | Rebranding Betty Crocker
HISTORY Betty Crocker has been a cultural icon and part of families’ food traditions since 1921—not to mention a trusted source for recipes and homemaking know-how—for more than 90 years. The surname Crocker was chosen to honor a popular, recently retired director of the company, William G. Crocker, whose family name had long been associated with milling. Betty was chosen simply as a friendly sounding name. During
the early 1940s, surveys showed that the name Betty Crocker was known to nine out of 10 American homemakers. According to Fortune magazine in April 1945, she was the second best-known woman in America, following First Lady Eleanor Roosevelt. Betty Crocker was known as the First Lady of Food. Women needed a champion. Here were millions of them staying at home alone doing a job with children, cleaning, cook-
ing on a minimal budget, the whole depressing mess of it. They needed someone to remind them they had value. Now with the evolving image of Betty Crocker she has become a symbol of the contemporary woman that juggles all types of commitments, yet still manages to find time to help others. This image also has the ability to reach out to the stay at home mothers who delight in family life.
CURRENT TAGLINE
“I guarantee a perfect cake every time you bake, cake after cake after cake...” AUDIENCE Men and woman that are busy with school, their career and maintaining their families needs, but do not have enough time to make a time consuming meal. They value family time and desire to make a good meal that will satisfy the family.
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INTRODUCTION | Rebranding Betty Crocker
Chocolate Turtle Cake 1
box
Betty Crocker™ SuperMoist™ devil’s food cake mix Water, vegetable oil and eggs called for on cake mix
1
bag
(14 oz) caramels
1/2
cup
evaporated milk
1
cup
chopped pecans
1
bag
semisweet chocolate chips
Research
S.W.O.T. ANALYSIS.
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or business venture.
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RESEARCH | Rebranding Betty Crocker
S.W.O.T.
Strength
Weakness
• Great connection with the consumer • Baking opportunities for all ages • History and Legacy
• Eye catching brand elements • Old fashioned • Social media and blogging
Opportunities
Threats
• • • •
• Expanding cooking culture • DIY Community • Other Cooking Brands
Regaining consumer trust Brand growth Effective branding Effective social media usage
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RESEARCH | Rebranding Betty Crocker
ZAG ANALYSIS.
ZAG is defined by Marty Neumier as radical differentiation as being the number one strategy of high-performance brands, We no longer live in a world of simply faster, but rather a world of more clutter. A successful brand needs to be able to cut through the clutter and be more memorable to the viewer. To define ZAG, there are 17 questions that are typically asked.
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RESEARCH | Rebranding Betty Crocker
Competition comparative SWT
Pillsbury
Duncan Hines
Strengths, Weakness and Threats –
Strengths, Weakness and Threats –
S: Similarities in product, spokesperson, fan appreciation, frozen quick and easy, signature flour, Recipe tips, family centered, more youthful crowd. Current users include ‘Mothers demographic’. The identified traits include age demographic of mid-30s to 40s, who lead an active and full lifestyle, thus value their time by using easy and convenient products.
S: A strong, fun history that celebrates the male demographic in baking while still keeping the focus on the woman’s love for baking. They are A contemporary brand image with a clear design architecture that creates an appetizing product presentation with simple segmentation across the line of Duncan Hines Cakes and Frostings.
W: Not a deep history, quality, loyalty, Not doing well in Canada, no product innovation
W: Target audience, Credibility, Innovation, Signature branding style
T: Betty Crocker
T: Pillsbury, Betty Crocker
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RESEARCH | Rebranding Betty Crocker
ZAG. 1. Who are you? A Historical brand that is striving to prove it’s relevance in the lives of a growing generation
6. What makes you the “only”? We have a personal connection with our consumers that has been carried down throughout many generations.
11. How do you explain yourself? We are a personable brand that wants to be a part of your everyday cooking experience from heart break to celebration.
2. What do you do? Create baking opportunities for all ages with our baking products and homemade kitchen tested recipes.
7. What should you add or subtract? We are going to add a modern approach to our branding to begin the relationship with this upcoming generation.
12. How do you spread the word? We have used social media as our main output.
3. What is your vision? To reach out to the cooking community and become a vital part of their cooking experience.
8. Who loves you? Our faithful consumers, homemakers, those who enjoy quick deserts, and creating memories.
13. How do people engage with you? Through commenting and posting via social media
4. What wave are you riding? We are with the at home creative community that enjoys cooking at home with friends and family.
9. Who is the enemy? Bloggers who create there own recepies and share with our growing community.
14. What do they experience? They receive a personal response to their everyday cooking needs and any other homemaking questions.
5. Who shares this brandscape? Our competitors Pillsbury and the “Do-It-Yourself” community share this brandscape.
10. What do they call you? “The First Lady of Food.”
15. How do you earn their loyalty? Constantly reaching out to where they are now. Our mission is to connect on a personal level.
16. How do you extend your success? Consistency in reaching out to the consumer. Our consumers are key to the success of the brand.
17. How do you protect your portfolio? Consistant Innovation and relevance to our society.
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RESEARCH | Rebranding Betty Crocker
DEMOGRAPHIC.
Jackie, 30 Jackie is a stay at home mother who spends her days taking care of Hally, running her own jewelry business and taking online college courses. She works a full day and wants to make sure the house is clean and dinner is prepared before her husband, Nelson comes home from work.
Greg, 36
Sarah, 22
Greg is a stay at home dad that loves to create memories with his kids, Harry and Julia. Greg homeschool’s his kids and uses every moment as an educational opportunity. Greg’s favorite times with his kids are in the kitchen experimenting with different ingredients and making dinner before mom comes home from work.
Sarah a Psychology major from Texas State University. She is very focused on her studies and hangs out with friends on the weekends. Sarah is a peer mentor and wants to make an impact on every person she comes in contact with. When she is not in school Sarah goes to support the Bobcats at sporting events. 10
RESEARCH | Rebranding Betty Crocker
DEMOGRAPHIC
Mariah, 7
Frank, 20
Veronica, 65
Mariah is in second grade and loves to hang out with her two best friends Janice and Rebecca. When her parents volunteer to babysit for the night she strives to make the best sleepover experience for her friends. After watching movies and eating popcorn she always makes the best deserts to make the night special.
Frank is young and in love with his girlfriend Katie. They have been dating for 4 years and Frank makes it a point to show her how much he loves her everyday. Flowers and sweets are Katie’s weakness and after work Frank surprises her with flowers and a reservation to her favorite restaurant. Frank likes to spend time and create memories with his true love.
Veronica is a retired nurse and is a proud grandmother. She spends her days volunteering at the woman’s shelter as a counselor. When she comes home she prepares the kitchen because her granddaughter Claire will be coming over soon. Veronica loves sharing new recipe’s and life lessons with her grandaughter Claire. 11
RESEARCH | Rebranding Betty Crocker
BRAND PHOTO ELICITATION.
Clean Food Photography
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RESEARCH | Rebranding Betty Crocker
BRAND PHOTO ELICITATION.
The Modern Kitchen
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RESEARCH | Rebranding Betty Crocker
COMPETITION BRAND IDENTITY COMPARATIVE ANALYSIS
Color: The color red is a very important color when it comes to the food industry. Many companies, including those not shown, have gravitated toward a primary red that stands out and makes a statement. Red is also symbolic of affection so, this color is appropriate for the food industry. Blue is also a secondary color that is used to emphasize on the comfort that comes with food.
Shape: The circle, elipse or any rounded edge shape is the most common shape used specifically in the bakery profession. As a result, many of these companies look very similar and have a difficult time standing out amongst the other brand identities.
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RESEARCH | Rebranding Betty Crocker
Banana Tres Leches Dessert 1 1
1/4
2
box
Betty Crocker™ SuperMoist™ white cake mix
cups
Water
tbsp
Vegetable Oil Eggs
3 1
cup
Mashed Bananas
1
can
(14 oz) sweetened condensed milk (not evaporated)
1/2
cup
(from 14-oz can) coconut milk (not cream of coconut)
1/2
cup
Whipping Cream
1/2
cup
(from 14-oz can) coconut milk (not cream of coconut)
1/2
cup
Whipping Cream
Rebranding Strategy
Betty Crocker’s Brand Strategy currently branches into 2 caegories. These categories have been the pillars in the brand. applied to product
ideals
Recipe Book
Brand Identity
website
Social Media 16
Current Brand Strategy
mobile app
Proposed Brand Strategy
Generational Relevance
Brand Identity
Pathos ideals
Social Media
Touchpoints
Loyalty facebook
applied to product
mobile app
Dyamic Branding
Ethos
Pop up shops
EGD advertising
website
Podcasts
17 Exhibits
Slow-Cooker Fudgy S’more Cake 1
box
Betty Crocker™ SuperMoist™ triple chocolate fudge cake mix
Water, vegetable oil and eggs called for on cake mix box
2
cups
Miniature Marshmallows
1
cup
semisweet chocolate chips (6 oz)
Creative Outcomes
New Brand Identity This new identity reflects the idea of a crockpot with a spoon resting inside. The typography represents the content that would be found inside of a crockpot.
Brand Classification: Image to Typography
New Brand Identity This new identity reflects the idea of a crockpot with a spoon resting inside. The typography represents the content that would be found inside of a crockpot.
20 Brand Classification: Image to Typography
CREATIVE OUTCOMES | Rebranding Betty Crocker
Color Palette
Standard
Standard
Standard
CMYK: 30-100-87-37 RGB: 126-19-33 WEB: 7E1321
CMYK: 0-27-53-34 RGB: 168-123-79 WEB: AA8066
CMYK: 0-0-0-20 RGB: 209-210-212 WEB: D1D2D4
Darker Color
Darker Color
Darker Color
CMYK: 30-100-87-37 RGB: 126-19-33 WEB: 7E1321
CMYK: 40-70-100-50 RGB: 96-56-19 WEB: 603813
CMYK: 0-0-0-60 RGB: 128-130-132 WEB: 808284
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CREATIVE OUTCOMES | Rebranding Betty Crocker
Typography
Bookman Old Style Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
SimHei Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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CREATIVE OUTCOMES | Rebranding Betty Crocker
Applications
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CREATIVE OUTCOMES | Rebranding Betty Crocker
APPLICATION | Rebranding Betty Crocker
Apple-Cinnamon Cake 1
box
Betty Crocker™ SuperMoist™ spice cake mix
1
can
(21 oz) apple pie filling Eggs
3 3
tbsp
Sugar
1
tsp
Ground Cinnamon Frozen whipped topping posi-
Conclusion
Conclusion
Betty will take a stand to be innovative in product and continue to make an inpression her faithful customers as well as the new generation that will be emerging. With a community driven brand Betty will be stronger than ever showcasing the quality of the prduct. Oer all Betty will strive to be more involved in our lives more than ever. From birthdays to date nights to graduations to family nights Betty will be there right by your side.
Mudslide Cupcakes 1
box
3
Betty Crocker™ SuperMoist™ triple chocolate fudge cake mix
Eggs
3/4
cup
Coffee-flavored Liqueur
1/2
cup
Vegetable Oil
1/2
cup
cold brewed coffee
REferences
References “About Us.” Duncanhines.com. N.p., n.d. Web. 10 Dec. 2014. “Betty Crocker.” Wikipedia. Wikimedia Foundation, 30 Nov. 2014. Web. 10 Dec. 2014. “A History of Betty Crocker - The Home Cook Who Never Was.” Foodimentary National Food Holidays. N.p., n.d. Web. 10 Dec. 2014. “A History of Betty Crocker.” Betty Crocker UK. N.p., n.d. Web. 10 Dec. 2014. Marks, Susan. Finding Betty Crocker: The Secret Life of America’s First Lady of Food. New York: Simon & Schuster, 2005. Print. “The Pillsbury Company History.” History of The Pillsbury Company – FundingUniverse. N.p., n.d. Web. 10 Dec. 2014. “Recipes & Cookbooks – Food, Cooking Recipes from BettyCrocker.Com.” Bettycrocker.com. N.p., n.d. Web. 09 Dec. 2014. “Who Was Betty Crocker?” Roy Rosenzweig Center for History and New Media RSS. N.p., n.d. Web. 10 Dec. 2014.
“Artisan Bread in Five Minutes a Day.” Artisan Bread in Five Minutes a Day. N.p., n.d. Web. 10 Dec. 2014. “Kitchen Design Ideas, Pictures, Decor and Inspiration.” Freshomecom Kitchen Category. N.p., n.d. Web. 10 Dec. 2014. “Recipes & Cookbooks – Food, Cooking Recipes from BettyCrocker.Com.” Bettycrocker.com. N.p., n.d. Web. 09 Dec. 2014. “Versatile Vegetarian Kitchen.” Versatile Vegetarian Kitchen. N.p., 04 Jan. 2011. Web. 10 Dec. 2014. “Winco TBCS-52R Table Cloth.” Culinary Depot, 2013. Web. 08 Dec. 2014. “Zucchero Dolce - Sweet Sugar.” Zucchero Dolce Sweet Sugar. N.p., n.d. Web. 10 Dec. 2014.
Cordially Yours, Betty Crocker