Brand-Edge is the balance area that meet both brand-uniqueness & consumer-relevancy. Coke brand team want to develop an approach to find Brand-Edge for different category products.
Brand Team, MKT
Develop Process and tools that fits different ready-to-drink categories for identifying brand-edge.
When we approach to this CO-CREATION PLATFORM, we define the key "Brand Edge" concept in two dimensions: Uniqueness and Relevancy.
With this structure, we take the great challenge "HOW TO ENSURE EXECUTOR UNDERSTAND THE BRAND EDGE CONCEPT AND DEFINE THE PRODUCT" apart into 4 steps.
In our first pilot project "Packaging Water", we take these 4 steps figure out topic: What’s the Brand-Edge that ChunYue could take as the new product design principle?