Heidi Muller

PORTFOLIO support to CV

Consumables Corporate Drink Food

Listening; it’s child play

NPD research

International

consideration

Linked to parent

brand

Before

Clearly, made to work

Portfolio strategy, packs and positioning

Before

Brand ownership of portfolio

Variant differentiation given discipline

Avis journey to ‘try harder’

• Europe-wide workshop development

• Extension of the proposition through employee behaviour

• Creation of a ‘customer journey’ as a workshop tool with engaging materials

• Working with key market training teams from Avis London Head Office

Tenon top financial services

Not another ‘grey suit’

- but a guiding hand

Client not

company-centric

Name becomes

basis for dialogue

Duty free and drama free

Johnnie Walker lost the walk

Display concepts without meaning

Lost the brand’s

‘progressive edge’

Johnnie Walker Red given meaning

As a symbol, signal or sense…. Energising the travel trade

Johnnie Walker Black walking tall

‘Personal progress’ translated for promotion

‘Whey aye’ in the sky

A local hero on the World stage

Global synergy in design

Initiated exclusive retail unit in the ‘home’ airport

‘Whey aye’ in the sky

Heritage stories on-pack

Extended into merchandising opportunities

Mood-shift from history to mystery

Brand differentiation explored visually

Glenmorangie; meaning tranquillity is explored as

peace-of-mind,

body or soul..

Say it in a letter

From tradition to nutrition

‘n’ for nairn’s

naturally …

Before

Exploration; Market mapping

Healthier plain, no sugarNatural lighter

Not healthySugar additives

(non users)(users)

….to find the right position

Separates physiological from psychological determinants

Functional/rational Inspirational/emotional

FuelHunger Health On-the-go Light bite Taste Pleasure

A broad exploration of need;Sunshine energyReal foodVitalityUnprocessed&Nutrition

Core communication

‘n’ for nairn’s

‘n’ for natural

‘n’ for nutrition

… and more.

Tactical targeting -

in a word

Easy squeeze back to cheese

..with mouse expertise! ‘play food’ to

real food cues

Before

Potential – few fish-market brands

Ourprovenance

Yourlifestyle

The product

A personality

John West

Bird’s Eye

Princes

FindusYoungs

Natural foods

Explore choice

Family expertise

Quality endorsed

Crafting tradition

Community origin

Family values favoured

Assets of knowledge & expertise

Delicacy, not ‘luxury’

as the right premium

Before

RR Spink family celebrated Marketing week award 2005