SIX-DIMENSIONAL BRANDING: We Invented it!

SIX-DIMENSIONAL BRANDING: We Invented it!

"Advertising isn't a science. It's persuasion. And persuasion is an art"

-William Bernbach (1911-1982)

U.S. advertising executive

Going by the words of Paul Uche Briggs, which says; Branding is the ability to cut through the noise and competition in the market and presenting that unique idea that stands out of the crowd in a simple yet confident way. A great brand is built by creating value via the creation of meaningful experiences. These experiences are built or based on perceptions and thus fostered by interaction with the brand.

In the World of Beverages, there are few companies that can match the excellent spirit of Chivita let alone surpass it. This is as a result of the beautiful images that have been formed in the mind of the audience overtime. Although, some interactions between a brand and its audience might result from happenstance circumstance, these interactions can however be created to produce the beautiful images that capture the essence of the brand.

We at Jennings Creations felt that it was however imperative for the CHIVITA brand to be strategically positioned to lead the beverages sector into the new phase. Which would involve an amount of increase in the brand awareness. Thus, we decided to pitch something new to the Brand, something never been done before, something compatible with their Campaign; The Six-Dimensional Branding, We invented a board game tagged; "Journey to Chivita Country", we infused all Chi-products in this first-of-its-kind branding.

I once read about the Doyen of Branding; Martin Lindstrom and how he Formulated Five-Dimensional Branding using the five senses of sight, hearing, touch, smell and taste to magnify the frontiers of Branding. This ingenious conceptualization was what inspired us to take branding one step-further by exploring the "Sixth-Sense". We discovered once a brand has been stamped on the psychological minds of its target market, It is however almost impossible for the brand to be erased. This exploration brought about the creation of our Magnum Opus; "Journey to Chivita Country".

Welcome to the ultimate brand engineering experience!

CREDITS: Jide Ojeniyi (A.K.A Jide Forbes), Lanre Ojo, Alimi Korede, Paul uche Briggs, Yomi Soniyi, Ikechukwu Okwechime, Damilare Ajakaiye.

Jide Ojeniyi is a Profiler & the Principal Strategist of Jennings Creations: a Lagos based Brand Management Agency. He is the Author of "Heavenly Wars" and the "Jolly Roger" series. He is a free-thinker and a philosophical writer. He sometimes writes with the pseudonym "Jide Forbes".

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