1. 1. Brand BriefBy Jeffrey Morris | 08-17-14 | 3.4.1 Week 4 Design Project
2. 2. Project companyThe One FoundationOnliness statement:The only company that usesbottles of water as productwhose proceeds goes to thosein need of water. It is anorganization that uses productsto entice consumers thatprovide funds for those in needof clean drinking water.
3. 3. The One Foundation Meaning To make an impact inthe world by to providing cleanwater in Africa. Vision - Promote achievablebehavior change with the Do onegood thing tagline, harnessingthe power of everyday purchases Flexibility To communicate aunique difference that worksbeyond water, across categoriesand capitalize on newopportunities to diversify, e.g.,buy toilet tissue/build sanitation
4. 4. The One Foundation Value To Imply a qualitybenefit in each product nameand Create a system with astructured format andconsistent colors which can bereinterpreted acrosscategories. Sustainability To Capture thesymmetry of the idea in thecopy: Natural refreshment foryou means new water pumps forAfrica. Thats because 100% ofour profit helps to fund cleanwater projects.(rebrand.com 1) Commitment To ultimatelybe an ethical brand of choice,positively changing millions oflives
5. 5. charity: waterOnlinessstatment: solelyfocuses on providingclean water and usesdonations to thatparticular cause. Meaning To use 100% ofdonations go toward waterprojects in the field to providemore clean water Vision Starting projects thatprovide clean water solutionsfor millions of people aroundthe world Flexibility have brought cleanwater to over 20 countriesaround the globe
6. 6. charity: water Value relies on persuasivestory telling based onproviding facts about thenecessities of water in othercountries Sustainability partneredwith 14 global organizationsincluding one mentioned,Action Against Hunger. Commitment hundred ofvolunteers committed tosimply bring clean drinkingwater to those in need
7. 7. Action Against HungerOnliness Statement:The only company focused onbecoming the largest to providefood for those in need globally. Meaning Theyre anorganization who preventsglobal hunger Vision aiming to endworld hunger Flexibility - Lifesavingimpact in 40+ countrieswith over 5,000+ field staffassisting more than sevenmillion people a year
8. 8. Action Against Hunger Value - 30+ years ofexpertise in contexts ofconflict, disasters and foodcrises Sustainability - Accountablemeeting all 20 BetterBusiness Bureau standards Commitment - Highest four-starrating from CharityNavigator, seven years in arow
9. 9. Meaning defines what itmeans to have a communitywho is willing to help oneanother Vision to end hunger acrossthe five boroughs of NewYork Flexibility delivers food tomore than 500 emergencyfood programs throughoutNew York City and deliversfood every day.City HarvestOnlinessStatement: Is the worldsfirst and New York Citys onlyfood rescue organization
10. 10. City Harvest Value rescues 46 millionpounds of excess food from allsegments of the food industry. Sustainability More than 150staff members and 4,0000volunteers and nearly 2,000food donors rescue nearly twomillion lives each year Commitment As the worldsfirst and the citys only foodrescue organization, CityHarvest has grown strived onending hunger for over 30years.
11. 11. Competitive Review The One foundation Similarities: Charity helping those in need Fundraisers Conduct projects to provide a aresource Differences: Uses several products to benefitand provide sources of clean water Based in the UK Onliness: The only company thatuses bottles of water as productwhose proceeds goes to those inneed of water. It is an organizationthat uses products to enticeconsumers that provide funds forthose in need of clean drinkingwater. Charity: Water Similarities: Set of volunteers helping thosein need A charity who provides solutionsfor a needed resource Differences: A charity using donations to providethe world with more clean water. Focuses on the need for water inseveral countries around theworld Onliness: Solely focuses onproviding clean water and uses100% donations to that particularcause.
12. 12. Competitive Review Action against Hunger Similarities: Provides resources to differentcommunities Has several volunteers helpingthose in need Differences: 30 years of experience Helping more than 40countries Onliness:The only companyfocused on becoming thelargest to provide food forthose in need globally. City Harvest Similarities Helps provide resources forthousands of lives Conducts relief efforts/projectsfor those in need Differences Based In New York City Provides rescued food fromrestaurants that wouldtypically throw the food away Onliness: Is the worlds firstand New York Citys only foodrescue organization
13. 13. SWOT Analysis The One Foundation Strengths: Consistent message uses products that caninfluence 4/5 senses Allows everyone around theworld to help those in need Weakness: Driving distribution to majorretailers Not conducting as many reliefprojects as competitors Not globally recognized Threats: Cost of manufacturing theproduct Companies using similarOne slogan Littering the product Opportunity: turning a charity brandinto a consumer brand Capitalizing on newopportunities to diversifyproduct chain Ethical brand of choice
14. 14. One- Position and Value proposition Position: The One Foundation ispositioned in a market of itsown compared to itscompetitors byimplementing a consumerproduct into its arsenal ofcharitable solutions. Itssimilarities is solelyproviding benefits for those inneed, but by having a productthat meets a demand, One hasan opportunity to be in acategory of its own. Solution: What One needs to do isreinforce its values through itsproduct. One should positionitself by using an experimentalcampaign related to sports andexercise. To be up with currenttrends, they should implementexercise challenges that getsthe viewers attention andleverage that to introduce howtheir products can make animpact both on their consumerand the world.
15. 15. One-Sustainable Competitive AdvantageStrength: A consistent message that allowseveryone around the world to help those in needPromote achievable behavior changethrough sports and exercise,replenishing consumers and revitalizingCountries around the world.
16. 16. One-Brand Strategy recommendation 1. Empower the Consumer:The company should empowertheir consumers by showingthem how and why they are superheroes. Every bottle they purchaseshould provide helpful fitness/healthtips along with an engaging storyabout a life that that consumer justchanged.This would really get theconsumer base involved by learninghow to empower themselves andothers around the world.
17. 17. One-Brand Strategy recommendation 2.Educate and challenge:One should host events thatrequire consumers to buy itsproducts to participate. For example,starting a water balloon competitionor egg toss challenge. Requiring thatpeople buy a product to participatewill reinforce the brands efforts tobring communities together whileinfluencing others.
18. 18. One-Brand Strategy recommendation 3. Provide proof:Finally, its important thatOne show the effects that itsconsumers are making. To dothis, I would suggest placinga code/link on each productthat when entered on theirsite shares an exclusive videoshowing the viewer whatdifference they've made bybuying a product from One.
19. 19. Conclusion Engage through sports and exercise Empower, replenish and revitalize Challenge and educate Provide proof Influence the world
20. 20. References The one foundation - http://www.rebrand.com/best-one-foundation http://onedifference.org/instanthero/ The Water Project: http://thewaterproject.org/thewaterchallenge Charity: water - http://www.charitywater.org/ City harvest - http://www.cityharvest.org/ Action against hunger - http://www.actionagainsthunger.org/ Levens, Michael. Marketing, 1/e Vitalsource eBook for Full SailUniversity. Pearson Learning Solutions. VitalBook file.
21. 21. Thank you