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brand research

> what we have worked on

What We Have Worked On

 
 

M-NET Corporate Brand Project

Inspect
The initial brief to Wrappa was to assess the relationship marketing campaign collateral and provide feedback and recommendations.

Review Audit
We reviewed all the on-air promotions and the print media. The audit also assessed systems, controls and processes and insights. These were provided through key staff interviews.
Mnet Logo  

We then reviewed and assessed competitors, international benchmarks and best practices to identify gaps.

Recommendations
The outcome and our recommendations were to increase the digital experience; ensure a consistency of the brand; develop a clear positioning, and define the personality of the brand.

Workshops
We conducted various workshops with the stakeholders in the business – the marketing team, senior management including HR and channel managers (all the MNET sub channels).

MNET Insight
The insight gathering from these sessions was invaluable and this enabled us to develop a brand positioning for the MNET brand as well as define values and a personality statement.

As all the MNET channels have different target markets, positioning and cultural differences, we needed to ensure that we developed a personality statement that would represent the entire MNET brand.

M-Net Logo Applications

Brand Identity and Architecture Review
We then reviewed the MNET brand identity and its brand architecture. We advocated that all the "magic channels" needed to conform to the brand guidelines and that the standalone channels such as VUZU, KYKNET, Mzanzi etc would remain as independent brands.

M-Net Colour Palette

The "magic channels" would take on the look and feel of the parent brand and would be differentiated through colour. We also recommended that the channels be ordered and segmented by content.

M-Net Theme

Brand Refresh
We also provided suggestions for a refreshed brand identity but MNET decided not to pursue this avenue at this time and have maintained the current brand look and feel.

M-NET TESTIMONIAL

“We approached Wrappa initially to review and assess our relationship marketing campaign collateral, both on-air and print. After in depth analysis, Wrappa concluded that our brand messaging and positioning was inconsistent and that we needed re-align our brand and define the brand messaging...

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