Initial ideas- Branding

The BIG idea for the BIG idea...

Now that we have a brand, in the form of Brut, and a BIG idea for the brand, in the form of male cosmetics, we now have to create a brand concept to make the whole idea work and sell the concept. 

It is essentually the BIG idea for the Big idea!

Initial thoughts:

'No Guts, No Glory'

'All or nothing'

'Tuxedo for the eyes'

'Mascaradventure'

'Stand out from the crowd'

New Man

'Cut Throat' (shave)

'Boys will be Boys/ Boys will be Girls'

'Manity'

Mankind

Take a risk.

Final Concept:

He who Dares...

- This concept was taken from the original phrase 'He who dares... wins' 

- The original phrase meaning a buisness risk which is what we are doing by re branding a company

- It is also challenging / Daring the customer to try out the product

- By not using the word 'wins' it lets the customer finish the phrase themselves, revealing the advantages of using the brand

- It carries a positive message

- Similar idea to the successful Guinness campaign that states 'Good things come to those that...'

- The very idea of daring someone to do something is very masculine and it is thought that you are a wimp if you do not complete a dare

Potential for concept extension:

Dare to be... Different/ Individual/ New/ Unique/ Beautiful etc

 

Brut

After narrowing the brands down to a select few we decided as a group to continue with the brand Dunhill. With this decision we went away to tried to find some market research that would shed some light to why we should re brand this company. unfortunately we where unable to find any business problems or negative reports. I was therefor not convinced that this was the best way to go because it is a well established brand that some may argue does not need to be re branded.
You know what they say... 'If it's not broken don't fix it!'

I think that 'Brut' has the greatest potential to do well with this project...
this is why...

- It is a brand that was very popular in the 70's but has failed to modernize itself (my dad gave me a bottle for my 12th birthday, that says it all!)
- Had a successful advertising campaign in the 70's headed by footballer Kevin Keegan telling men to "splash it on all over" but now has no brand presence
- Still used by middle aged / older men and needs to appeal to the younger generation
- A brand that we could completely re-brand and tear apart, whereas I am not sure if we should change the logo of Dunhill
- We would have more creative freedom
- It is a very masculine brand and the idea of male cosmetics would not seem so feminine

Their website is also becoming outdated compared to rival sites such as Old Spice, Brylcreem and even Dunhill

check these links out of articles related to Brut:

http://findarticles.com/p/articles/mi_qn4156/is_20000227/ai_n13946553
http://news.independent.co.uk/media/article62967.ece
http://news.independent.co.uk/uk/this_britain/article1780540.ece

Bad publicity for the brand (that's quite funny too!):


http://www.youtube.com/watch?v=XS3J79-eCVs

http://www.abcmoney.co.uk/news/132007133714.htm

Re Brand cont.

After looking at a number of brands that we could re brand or re invent, we narrowed it down to a select few that we thought would have the most potential:

Diesel

Harley Davidson

Zippo

Dunhill

Brut

Re Brand

We now must decide with brand we should re brand or re invent, using the idea of male cosmetics. We hope to find a company with a bad reputation and use this idea to either update of enhance the brand experience.

We dont want this product to appear homosexual in any way, as this may scare of potential customers so we want the brand to either already be or become strictly masculine...

Here are some initial brand ideas:

Clarins/ Elemis/ Mac/ Benefit/ Rimmel/ Max Factor/ No.7/ Urban Decay/ Revlon/ 17/ L'oreal
- decided that these were all abit too girly and would'nt appeal to many male customers.

Gillette/ Wilkinson Sword/ Charles Worthington/ King of Shaves/ Old Spice/ Brut/ Lab series/ Lynx
- Gillette and lynx are rather large brands so should not really be changed and old spice are very popular in the U.S and have recently re branded to reach a younger audience.
- Brut is the most promising brand due to it's bad reputation of being and old mans after shave.

Converse/ Diesel/ Ted Baker/ Paul Smith/ Armani/ Boss/ Levis/ Dr Martins/ Timberland/ Cat
- Diesel has potential as it is already a oung and trendy brand and could easily be up for the challenge.
- Levis is also an idea but armani is ruled out after apparently being quite big in the gay scene.

Haley Davidson/ Dunhill/ Zippo/ Black and Decker/ Jeep/ Land Rover
- Harley Davidson is masculine through and through, so it could be quite interesting to introduce something like male cosmetics to but a new angel on the brand.
- Dunhill are a 'gentlemans' brand attached to male after shave and luxury goods which could be interesting
- Zippo would also be a brand to consider

FHM/ Zoo/ Nuts/ Loaded
- Ruled out the idea of a mens magazine brand because of fears of looking cheap

The 'new' brief

The New Brief:

Brief Three: Experience

CHANGE A REPUTATION

THE BIG IDEA: ‘Make up for Men’

Who said that make up was only for girls and gays… why cant Heterosexual men ‘make up’ too?

Make up has long had a reputation and strong stereotyped view that men shouldn’t wear it. These days the barriers between men and women are blurred. Men walk around in skinny jeans and spend more money to look good. Male grooming is extremely popular, as men now realise the need to look their best and take care of their skin.
The UK male grooming market was valued at £685 million by 2004 and is predicted to rise to £821 million by 2009, with a significant amount of that cash going on cosmetics. (Mintel, April 2007)

Mans use of makeup is again becoming common practice in society but why are the selves not yet full of male cosmetics. This is an opportunity that could prove to be very profitable.

As a design team, decide on a brand whose reputation you would like to change and create a launch of its new identity with a range of male cosmetics.

1/ Understand the issues of your chosen brand and identify it’s potential.

2/ What is the big idea?

3/ Who are you targeting?

4/ Demonstrate the best way of connecting with your target audience.

5/ A number of different alternatives for a new identity with a clear recommendation.

6/ Make people inspired and excited by the direction you can take your chosen brand.

'The BIG Idea'

Make up for Men / Male Cosmetics

This is a niche market that is becoming very popular. Men are constantly striving to look good, so why is the idea of men wearing make up still such a stereotyped topic. Make up has long been associated with girls and gays but attitudes are now changing.

How can we use this BIG idea to change a brands reputation and give it a 'makeover'!?

Here are some articles related to male cosmetics and the increased popularity and market potential:

http://www.cosmeticsdesign.com/news/ng.asp?id=71333-datamonitor-nivea-l-oreal-biersdorf-shiseido

http://www.dailymail.co.uk/pages/live/femail/article.html?in_article_id=450010&in_page_id=1879

http://www.guardian.co.uk/style/story/0,,1995866,00.html

http://www.petitionspot.com/petitions/prettymen

The Metrosexual
This is a relatively new form of Man; a man in touch with his feminine side but is not homosexual!
The metrosexual is generally a city-dwelling, too-cool-for-school type that is sophisticated and careful about his appearance. Refined and proud of his appearance, he probably knows his skin type (unlike many members of the opposite sex), likes to pamper himself, is an expert shaver, uses lots of facial products and maybe even a bit of make-up!
This is often referred to as todays modern man and would be our target consumer.

http://www.sofeminine.co.uk/mag/beauty/d1532.html

http://www.theage.com.au/articles/2003/03/10/1047144914842.html

Other male cosmetic brands:

Our main opposition...Jean Paul Gaultier "Le Beau Male"

http://www.jeanpaulgaultier.com/index.php

Brainstorming

Brand Research

Brands we have considered

Scouts/Cubs
Weight Watchers
Supermarket Clothing: George, Florence and Fred etc
Supermarkets: Asda, Lidle
Fruits of the Loom
Dated clothing companies: Fila/ Kappa/ Kangol
Coffee Shops: Costa
Gym: Fitness First/ Virgin gym
TV Channels: Bravo/ QVC/ Bid up TV etc
Butlins
Northern Rock
Music festivals: Glastonbury
Travel Inn
Caravans
Library
White lightning Cider
Cosmetic Brands:
Male Grooming
Male Make-up!?

Brief Three

Experience