As result of an invitation by KuantoKusta, the brand and management agency AMMP, in a close collaboration with the creative studio studium, presents a global and strategic proposal, focused on the positioning of the brand, its tone of voice and its conceptual and formal evolution. Starting from the need to evolve and position KuantoKusta in a proper communication dynamic of 2022, the proposal is distinguished by the affirmation of an approach recognizable by different audiences, capable of affirming its identity, values and speech in each relation and emotional environment. The result presented here, is a sample of the analytical and critical analysis that any brand must consider to guarantee its natural evoution. KuKu!
The repositioning of the brand KuantoKusta means an evolution in the recognition of its target audience, and the current practices of the online shopping. The need to evolve the brand, starts from a transversal analysis - from the way it speaks, to the way it presents itself (identity and communication), allowing a global understanding, focuses on:
1. simplification of the brand's name, gradually migrating from the KantoKusta designation to "KuKu". This phonetic approach allows the brand to create an onomatopoeia, a highly agile resource for universal brand recognition.
2. segmentation of the target audience, creating a personalised speech to each one of them (existing and new). This way, the brand captures interest, is provocative and at the same time, emotional, using something as simple as grammar punctuation!
3. repositioning the tone of voice for a light, objective, simple language, based on a communication that is reduced in the number of words it uses - a short message, a clear message - directed to you.
4. the use of "K" as a motiv of distinguish. "K", an odd letter in the Portuguese lexicon and therefore different, unusual, unique.
It is strategic bases such as those mentioned, that define the strategy proposed by the AMMP.