The MasterKitchen:
- Brand +
- Brand Positioning +
- Brand Guidelines +
- Product Portfolio
...was/were developed (not by me!) to seize to growing opportunity within the (premium) built-in kitchen market.
The 'intended' Italian-Image is favorable associated with the:
- Italian Cuisine & Love for Cooking +
- Italian Design
However, when the MasterKitchen Brand Positioning + Brand Guidelines (developed by an ambitious Product Manager) landed on my table years ago, I have tried to propose + to initiate just a 'Refresh + Fine Tuning' because I felt:
- 'something is cooking' as a brand slogan is not 'inspiring' enough
- nor are simple Social Media posts of a chef preparing very traditional Spaghetti on a very ordinary gas hob (cooktop)... with 24 likes ❤️🩹
Not sure how the MasterKitchen case has been developing after my departure.
While I was there, it was a classical case of:
- no sharp-enough nor refreshed Brand Positioning
- therefore, mediocre & too ordinary Brand Guidelines due to the
- the wrong, because in-experienced + over-ambitious people acting trying to grab power +
- spending budget on 'something' to do 'something'
- while hardly trying to leave the HQ brand team out
Hell no, that's not a special case, but in my opinion happening to more than 2/3 of projects while HQ + local teams 'should' collaborate instead of...
- but, hey, that is another topic and not purely Brand Positioning related
= not here, not now... 🤪*
* I am currently working on a book with all those anecdotes = #staytuned
wrt MasterKitchen
- What a missed opportunity...
- Only the future will tell...
- Afterwards we are always smarter...
- Everyday is a school day...
- Let's keep an eye on it: MasterKitchen.com