In April 2021, within just 2 months during 🦠 COVID I developed the brand positioning + brand guidelines for Midea Group’s trendy + entry level brand Comfee’ to seize + maximize the global online opportunities.
Comfee’ is inspired by the young generation’s lifestyle & attitude towards life. It’s all about experiencing around + enjoying every moment - also when setting up your very first own space, just the way you want it.
Comfee’ is offering a full range of home appliance with an ultimate trendy design paired with simplistic functionality and very intuitive handling.
My Official Press Release:
In this article I will skip the previously elaborated parts of:
- the Art + Science of Brands & Brand Positionings +
- the Relationship between Brand Positioning & Brand Architecture +
- the Essentials of a compelling Brand House
Following our principles that Brand Positionings within MideaGroup's 'Smart Home' division are constructed + deployed form of (Brand) Houses = which makes it also easier for all stakeholders to directly compare each level + block = better understand the 'differences' in between each brand's territory...
Although, I might sound so obvious + logical, I am telling you, not only product + sales people but even marketing people start struggling when brand's products + price portfolios overlap, but brand + communications are supposed to be very very different + distinguishable!
Examples I use to try to visualize:
- there is a more expensive SEAT than an VW Golf = so:
- there can also be a more expensive young + trendy Comfee' mircowave than a family-friendly Midea Mircrowave
- still both address very different target audiences!
- still both stick very clearly within their respective Brand Positionings + Brand Guidelines = Communication Principles
Enough theory, as mentioned, Comfee' is the young + trendy Home Appliance brand among 15+ brand of MideaGroup's 'Smart Home' division
= a critical slide before the audience is able to follow:
The Comfee' Brand House is also a House, with the same 'essential' levels or floors + elements or bricks, and of course, already a bit showcasing the new Comfee' look + feel.
Have in mind:
- Brand Positions are internal strategy documents
= I am not fully revealing the entire 'Comfee' Brand House' here
= because they contain information how a company/brand intents to beat the competition
...whats is public is the 'Slogan': ...is how I feel!
The Comfee' slogan was also born out of our deep core target understanding when working out the 'Human Truth' and defining our core target groups 'Aspiration'...
...which then, of course, with our based on that insight developed Comfee' product portfolio addresses + fulfills in the 'Brand House' level above + define in the 'Rooftop' how to communicate to them in the most attractive + engaging way.
When working on Comfee' and deep-diving into the 'Human Truth' + the defined 'Aspirational Target' group's 'Overlap' ...we found that their 'Individualism' is very strong.
They have very clear, what they want to change + do differently 'now (finally!) leaving their parents home'.
...what they have learned at home the last years is now desired to be combined with their own 'Personality'...
= we at Midea Group have all the resources to develop the brand + product portfolio especially + just for them
...to feel absolutely comfortable (...or comfy as they would say) in their life-stage experiment!
Therefore, the inspiration was already there, and we just 'missed' the right creative examples to pair:
- our product portfolio with
- their life-stage + life-style experiment!
#SuperFun
= read the below examples + find then in the Global Brand Launch Film!
PS: ...don't forget to step into the shoes of a young student, moving into his first 4 walls, buying his very first home appliances:
