JOOSNABHAN

• VAN CLEEF & ARPELS How can a brand renew and express its leadership? Arianespace is the uncontested leader in aerospace transportation, but it faces increased competition from newcomers In order to renew the sector’s conventions and to convey its position as leader rather than asserting it, Arianespace has a new motto: Mission to success

This is built on the company’s purpose, which is to accompany its partners in guaranteeing the success of their operations, and helping them make space the reason for a better life on Earth

– Audit and positioning – Brand platform – Baseline – Brand personality and tone of voice – Brand voice guidelines – Communications plan – Brand implementation BENE CHOICE, BONO TASTE Bene Bono is the new name of Hors Normes, showing that making better food choices is beneficial to all

Bene Bono is a grocery shopping service that delivers weekly boxes with products that come directly from farmers and producers Fresh and tasty products discarded by supermarkets for being non-standard or in surplus Food that would otherwise have been wasted

A better approach to food, a boon for the planet That’s the Bene Bono way

Transform Awards 2023: Naming strategy (gold)

– Naming strategy – Naming With new fields of intervention and first competitors emerging on its market, Citeo, the company tasked with recycling household packaging in France, needs to rethink the way it defines and presents itself

A global reflection on the brand’s strategy has led to a new positioning, in the form of a promise: Citeo helps every consumer and every organization make the right choices for their packaging

A positioning that allows the brand to address all its targets together (companies, local authorities, general public), that gives meaning to the company’s developments and that expresses a unique added value within the circular economy

– Branding and positioning – Key messages – Brand architecture – Name creations (new services, programmes, etc ) AN INNOVATIVE AND POPULAR BRAND What positioning and brand architecture would it take to make B’twin the world leader in bicycles? A great, unique brand, innovative and accessible, likeable and popular, where the individual is placed at the heart of its initiatives A great brand for everyone, for every bike and for every use

Its ambition: to make the bike man’s best friend

– Audit – Positioning – Brand architecture – Brand personality and tone of voice – Brand implementation SHARING THE DIPTYQUE SPIRIT A niche brand for the initiated, Diptyque now extends from Boulevard Saint-Germain to the rest of the world

How do you share the Diptyque spirit with these new audiences, especially digitally? With a brand language that frees the imagination A line for all communications to make the brand’s artistic identity universally accessible An approach taking the opposite view of a category that usually describes perfumes with olfactory and sensual language

– Brand voice guidelines (French and English) – Key vocabulary and nomenclature – Training workshops – Copywriting (social networks, customer relations, key brand texts, etc ) LIVE FEED IN FULL

Feed A brand that’s made for intensity

Offering everything you need to nourish yourself Meal bars, meal drinks, healthy snacks… How can Feed assert its position as a leader in the booming smart-food category, when every brand says the same thing?