One Brand Bible, Many Markets
There is no more complex or volatile marketing arena than that experienced by a global tobacco brand. Every territory has different rules and regulations, with an increasing number going ‘dark’ and offering very limited opportunities for brand differentiation.
BAT’s Lucky Strike brand needed a universal set of brand guidelines and values that could be interpreted on a local level by regional Brand Managers facing very different problems.
We wrote the Lucky Strike Multi-Media brand book – a piece of work that is widely regarded as a benchmark for marketing tools of its kind within the sector.