it started with a fish stamp on a playdoh cover

BUILD YOUR OWN BRAND

Swift

Need: sports drink $3.5

Target Market: semi professional athletes

Position: Collaborate with premium brands like Nike/Apple, have discounts/promotion with sportswear outlet/gyms, word association: young, energetic

ELABORATION

To build a brand from scratch, besides the marketing research, there needs the fundamentals like its name, logo, need. target market, and the brands position. Within the 30 minute time limit that was set, much of the details were created by a simple inspiration: the stamp of the fish on the playdoh container. Started out discussion for a cleaning products brand, the only thing that was on my mind for a brand (not a product), is the expandability of it. How a stovetop cleaning detergent can expand into laundry detergent, mops, paper towels etc. Its not just a product, its a brand that conveys a certain message to certain people. The feel, connotations of a fish gives an impression of a fast, swift movement in the water, which on a broader sense lead to the thought of sharks, and thats how the logo's formed. Sharks are swift, fierce, and energetic. They're the top swimmer in the water. They're a great athlete, and athletes, or semi athletes, are our target market. Anyone who do a moderate amount of sports, young, energetic, fierce humans are our target market; and they need to recover quick after rigorosity, they need sports drinks, and sports drinks are Swift. In a marketing perspective, its also a good chance to build a long term relationship with young customers as well. Anyone who drinks Swift are determined, filled with vitality, they are vibrant and lively. To further connote Swift with the ideas of premium, young and energetic, collaborating with premium brands in other fields like Nike, Apple, having different promotion and associations with sportswear outlet and gyms further pushes and implements the idea. Pricing-wise, they will be $3.5 for a 700mL bottle. There is no specific pricing strategy like premium pricing  because its catered every athlete who is young and ambitious at heart.