*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
LM Info was a toy and game retailer and distribution company targeting a niche segment. The plans for expanding the company’s business towards the mainstream segment brought this client to Brandoctor.
We concluded that in order to unite the niche and mainstream segments – we need to unite them under the same benefit or brand story. The brand story is the story about happiness. People who buy toys are happy because they will make their children, grandchildren, nieces and nephews happy, so in turn they will be happy as well.
According to the defined brand platform, LM Info was renamed to one2play, a name that can be used both in Croatian and regional marketplaces. The slogan is “Look out for happiness!” The logo is playful, happy and imaginative.
The brand one2play had to implement the brand strategy and communicate long-term its brand values in order to become the synonym for happiness in the minds of the consumers. The first results of brand implementation could already be measured – in 2007 the company grew for 53%.
Senior Brand Consultant: Anja Bauer Minkara
Creative Director: Moe Minkara
Naming Consultant/Copywriter: Thomas Bauer
Copywriter: Maja Benčić
Art Director: Igor Manasteriotti
Designer: Igor Manasteriotti
Illustrator: Slaven Kosanović Lunar
Implementation: Jelena Mezga
Photographer: Domagoj Kunić