PATRÍCIA MADEIRA
BRAND STRATEGY PORTFOLIO
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PATRICIA MADEIRA . BRAND STRATEGIST
PATRÍCIA MADEIRA
BRAND STRATEGY PORTFOLIO
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PATRICIA MADEIRA . BRAND STRATEGIST
"Come clean and admit to your frailties and stupidity." —Keith Ferrazzi, "Never Eat Alone"
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PATRICIA MADEIRA . BRAND STRATEGIST
Exactly how I start a project. Clean. Tabula rasa. I know that I know nothing kind of mood. Objective? To know as much as impossible about the client, the sector, the project...
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PATRICIA MADEIRA . BRAND STRATEGIST
research
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Go! Gather all information - Listen (client, market, stakeholders), Read (business strategy, briefing, press, studies, reports), Talk (debrief, client, team, stakeholders)
design thinking
Solve the problem - What’s the problem? What do we want to achieve? How can we get there? Processing...
solution
Getting to the point. Big idea . Brand strategy. Brand roll-out.
PATRICIA MADEIRA . BRAND STRATEGIST
Project # 1 : Prebuild Group - Construction & Industry
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PATRICIA MADEIRA . BRAND STRATEGIST
Story
. Portuguese/Angolan Prebuild Group, due to recent and rapid growth, primarily through company acquisitions in the industry and construction sectors and in full phase of international expansion - Brazil, France & Colombia - needed an analysis of the holding brand and its portfolio . ONE GROUP; 10 years of activity ;34 brands/19 brands in Portugal; operates in several countries / markets; € 500 million vol. annual business; 5700 employees . It was necessary to create a logic on its brand architecture in order to provide consistency to the group “business philosophy” and its various acquisitions
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PATRICIA MADEIRA . BRAND STRATEGIST
Big idea
.“We make it happen”: a big brand idea for a challenger attitude/positioning
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. Development of analysis & strategy for, 1st, the brand holding company, Prebuild Group, and 2nd, for 13 brands under 2 architectural models: 1) a descriptive sub-brand to companies who shared the name Prebuild, eg: Prebuild Aluminium, Prebuild Sports, Prebuild Engineering 2) credibility endorsement for the acquired brands as Levira, Viúva Lamego, Ceramic, Keratec, Goldcer, Porama and Izibuild
PATRICIA MADEIRA . BRAND STRATEGIST
Experience 8
PATRICIA MADEIRA . BRAND STRATEGIST
Project # 2 : REN - Energy sector
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PATRICIA MADEIRA . BRAND STRATEGIST
.Different times require different thinking
Story
. REN is to the Portuguese market what National Grid is to UK, Gasunie to Netherlands, Energinet to Denmark and Fluxys to Belgium . The change in the "power transmission" global business and the 2010-2016 REN’s business plan required a reflection on the brand . Necessary to analyse the current brand and point out possible future directions, monitoring the industry developments and respond to it in a consistent and differentiating way, whilst contemplating its extensive new range of performance: specialization in planning/management of energy transportation and the corporate’s business plan - privatisation, internationalisation
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PATRICIA MADEIRA . BRAND STRATEGIST
Big idea
. Analysis process that included in-depth interviews, online research and brand workshops with the internal audience. . After 2 months of brand auditory/analysis the insight that defined the new brand strategy was discovered: More than hardware (infrastructure), REN is software (knowledge). . From there the brand’s new central idea was reached: REN is a future energy expert.
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PATRICIA MADEIRA . BRAND STRATEGIST
Experience 12
PATRICIA MADEIRA . BRAND STRATEGIST
Project # 3: TopSpas - Wellbeing & Hospitality
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PATRICIA MADEIRA . BRAND STRATEGIST
Story
.TopSpas is a Spa Consultancy Company that creates Spa projects from conception to design to its management . They provide tailored solutions to entrepreneurs/investors that desire to have their own spa label or labels but don’t know how to do it . They are expertise and knowledge providers . They asked my brand consultancy services for a “simple restyling”...
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PATRICIA MADEIRA . BRAND STRATEGIST
Big idea
. But what they really needed was a rebranding, a repositioning . They were positioned as “lifetime experience providers” aiming to the final user. They needed to aim their proposal to their clients, the investors, instead, not their clients’ clients . We created a class and exclusive territory for the brand: the brand that creates tailored spas to corporate customers who want to provide their end customers unique and unforgettable experiences . From there we got to the big central idea: Tailored Spacialists
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PATRICIA MADEIRA . BRAND STRATEGIST
Experience 16
PATRICIA MADEIRA . BRAND STRATEGIST
Experience 17
PATRICIA MADEIRA . BRAND STRATEGIST
What if I were a brand? I would...
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PATRICIA MADEIRA . BRAND STRATEGIST
Values
Passion for knowledge Curious
Dedicated Analytical & Creative
me
In the know Sense of humour
Driven People’s person
Deep Positioning Relational
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PATRICIA MADEIRA . BRAND STRATEGIST
Creative Facilitator Reliable Inspiring
Curious me
Motivated Empathic
Personality 20
PATRICIA MADEIRA . BRAND STRATEGIST
THANK YOU!