Rhiannon Scarlett on LinkedIn: Check out this job at TGI Fridays UK: Brand Manager (2024)

What a moment!!!4 years ago when I joined Bralima, the subsidiary of The HEINEKEN Company, I had no idea how things would go and I couldn’t predict the path but one thing was for sure, I wanted to leave my footprints in the company and to have something to be remembered for.I was Junior Brand Manager and just resuming the office after a 5 weeks weeding leave when the Senior Brand Manager just left the company at a critical moment as we had to start the rejuvenation plan for Primus brand with the regional team from Amsterdam and other African markets. I did not receive an official notification from the HR department on how things would go through during that vacant time but business should continue. So I took ownership of the Brands (Primus & Turbo King), the two biggest brands in the company portfolio.We had just launched a big thematic campaign called Bana Leo Bana Lelo and we still had lots of things pending on the ATL plan and the BTL activation had to start plus the annual plan to go through. I’ll spare you some details 😄This is when I had just discovered how creative, thoughtful and action oriented I was and I just unleashed some talent as I had one thing in mind, ‘’Popol, you are alone and everyone is watching you, you have no right to be wrong. This is your time to shine buddy’’.Primus is not just like a normal brand, I have strong emotional connection with this brand as it’s a beer that rocked a big part of my live 🍻The journey was not easy but thanks to my former manager Steef Klaver for his support as he just joined the company at that same time, things were not easy for him neither but he was always ready to listen and support where he can. Fortunately you have someone like Sabine Ileka Likayi who is always ready to support😉. She was managing the brand sometime back so I was always reaching out for any support needed. Today I’m happy to have been at the center of our company as we are just celebrating both Bralima and Primus 100 years anniversary and I have just launched a TTL campaign for the occasion with a new visual identity. A project that was not easy at all with an average of 12 working hours per day for the last 6 months putting together workshop, webinars, différents meetings with regional team and local team and all other departments involved from finance, supply chain, commercial, corporate…This campaign will forever remain in the company history as it is for its centennial and my footprints has been made ! But this is just the beginning…A special thanks to Brunette Nsimba and Leslie Mbiye Isekusu two incredible strong ladies for all your support . Karolien Wouters has a special thank you as well for the support business support and guidance.It has been two long and intense years I think a need a real break😄… Primus Epelaaa!🔥🔥🔥#Marketing #Primus #centennial #HR #Campaign #communication

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When life gives you lemons make a lemonade, enjoy the unknown and be patient🍋🌿"Well... that is wierd idea", "What benefit would it bring you?", "If you already have a job, why to start a new one?" and many other "Why?" and "What?" questions I have been hearing when I mentioned my decision to start part time job as Sales Associate at Lush Poland in November this year. 💅 I guess, some time ago would ask myself those questions as well and I would be expecting ANSWEARS. I always had a plan to my career path, a clear next step for me. Someting that will be logical, practical and reasonable step moving forward... until it turned out that my plans are not always in sync whith reality. It turned out that sometimes the most reasonable decision was just simply to wait... and that was the most challageing thing for me to do. I am not a waiting person and I wanted to keep going no matter what... but that is exactly what development is - facing the challange and in my case, just learining to be patient. 😉 Still, having this energy in me, that keeps me going I needed to find some outlet to it and since quite a long time I decided to follow only my heart, as it comes to my work. I decided to come back to what I really enjoyed doing during my teenage years - WORK IN RETAIL.There is all there is to it. No plan, no goal to be completed, no next big career move... just enjoy the ride and see how it feels (so far it is great). 🎢 Its been over a month at Lush Poland and I still do not have all of the answears to the questions mentioned above and suprizing to myself I am OK WITH IT. ❗I do not need to see the future 10 years ahead. Belive me, as a long time auditor, accepting not having all answears is quite an unusual thing for me. 😃 Cheers to new beginnings, embracing challanges, and the sweet scent of changes! 🚀🌺 P. S. And if you are living in Warsaw feel invited to come to newly opened LUSH store at Westfield Arkadia. I take shifts mainly over the weekend. 😉 #NewJob #LushCosmetics #BeautyIndustry #SalesAssociate #CareerDevelopment

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A great example of the 'disruptive consistency' brands should strive for.Consistent brand codes, used repeatedly, building salience & distinctiveness. Disruption through creative delivery, channels, placement and with the advantage of the position carved with consistency. As Andrew states, how tempting would changing the slogan have been to each brand manager during their tenure? Kudos to the fact they haven't, and now Nestlé reap the rewards.Disruption for disruptions sake shouldn't be achieved by sacrificing brand equity, but rather a long term view of how brand, marketing & creative work together. #Brand #Marketing #Effectiveness

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At Heineken there was a running joke that the first thing every new brand manager did was to change the tap that goes on the bar.But being consistent & persistent with your brand assets is one key to success.We spend time and money building DBAs and other associations – so to my mind, we should have a bloody good reason why you’d move away from them.Sure, nudge them a little to keep them looking modern and relevant. But be mindful of the risks of moving too far.Changing packaging for example at its best might have a 2% uplift....But there is a huge risk you make yourself harder to find on shelf.Us brand managers care a lot about the intricacies of the shape of an image and specific words on pack – customers just want to be able to find the thing they want quickly and easily as possible.Packaging is not your front room (to decorate), it's your front door, It needs to stand out, be easy to identify and open.======🗞️ If you like this post, then subscribe to my monthly newsletter that goes to 2,500 other marketers. In it we share our thoughts on how to grow brands. Link in my header.🔔 It’d be great to connect or if that’s a bridge too far a follow would be lovely too.

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Clarity of thinking, focus, consistency, distinctive design cues, understanding context. Nice.#brandbuilding #branddevelopment #brandmarketing #brandadvertising #brandawareness

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Mr Tindall wisely posts that consistent campaigns and competant clients make for ensuring brands. In playful support: 1. ConsistencyKit Kat’s latest “Pause” poster campaign was first run by J. Walter Thompson 15 years ago.Creative team: Mark & Laurence. (Creative in comments)2. Competent clientsHave a Break exists today solely because in 2006, JWT’s client, David Rennie, had the marketing craft and nous to support its resuscitation.I agree with Andrew, Kit Kat’s success is valuable brand lesson in idea before ego.(PS “nearly 100 years”…not quite. The product was renamed Kit Kat 86 years ago and Have a Break ran for the first time 66 years ago.)

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Branding is about making connections to mind & heart. You need to relate to both the rational needs of your customers (mind), but also the emotional (heart).Great ad by the Cadbury team at Mondelēz International for a medium that has become less relevant and emphasized than digital.#cadbury #chocolatelovers #brandidentity #printadvertising

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Here's a case study about experiential marketing in the hotel industry - specifically, Walt Disney Hotels."The housekeeping staff at the Walt Disney hotels transforms a child’s stay into a special experience. Each day the staff will reposition a child’s toy - whether it was brought by the child or bought at the Disney store - throughout the room. One day, Mickey Mouse is seated in front of the television, with the channel set to the Disney Channel (of course). The next day, Mickey will be repositioned in the bathroom with a toothbrush nearby. Adults may understand that staff who is doing this, but for the kids, it’s nothing less than magical."I read this excerpt from the book “Experience the Message” by Max Lenderman, written in 2006. P.s. Im not sure if this is still an ongoing campaign as many years have passed and there may have been some changes, or if was practiced in all of their hotels. However, to add insights, what they did was very much aligned with what Walt Disney is a brand. In a nutshell, they bring magical experiences to people (especially and usually through storytelling).What do you think about this?

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When I kicked off my marketing career, Istarted working forNike, taking charge of retail marketing. A key piece of the puzzle was ensuring brand consistency across all #Nike stores across the region. Oh, what a fun challenge that was!🙄 I've witnessed a myriad of non-creative, inconsistent interpretations of brand identity developed by various store owners.🤦♀️ Some of those interpretations still visit me in my nightmares. 👻 👻 👻 Generally, the challenge of brand consistency rears its head when the brand is distributed by partners across a vast geographical territory, with medium to low control from the brand holder. While a dash of adaptation for local cultural preferences is crucial, maintaining the core brand values and visual elements is non-negotiable.I’ve found that the simplest way to hammer home the importance of consistency is through the “COST-SAVING” argument.By adhering to a consistent tone of voice and visual identity, a company can:🌟 Reap the benefits of joint media communication for the well-known brand,🌟 Skip the investment in creative development, and🌟 Amplify the power of communication from one campaign to the next, thereby trimming down media investments.What would you add to this list of reasons?------------------------------------------If you like my posts => Click '🔔' on my profile to stay updated#brandmarketing #brandmanagement #brandconsistency #brandbuilding

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Bridging two worlds that our consumers live in, together with our sister companyROOTS Asia Pacific practice units, we took our integrated approach to create a seamless online to offline experience for Marks & Spencer.Learn how we used our fluidity and adaptability to connect and bring out the best of both worlds in our recent activation.#digitalmarketing #integratedmarketing #marketingagency #communications #brandcommunications #activation #brandactivation

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