BEST PRACTICE 8

LINDT CHOCOLATE

AUTHENTIC BRANDING

The purposeful orchestration of all five senses

By purposefully orchestrating all five senses, you achieve the unmistakable
brand profile aspired. Through the repetition of emotionality familiarity arises, leading ultimately to trust.

The brand messages have to match the structure of the personality
of the targeted customers. Accordingly, with successful brands, a high level of consensus between the brand profile and the profile of the target group exists.

Emotionally this ad for Lindt Chocolate attracts all senses in a convincing way. You can’t wait to open your mouth, close your eyes and enjoy one of this nice pieces who have been created with so much hand-crafted skills and affection.

The success bases on the following important pillars:

– Quality, tradition, passion

– Know-how

– Care of the brand

– Innovation

– Concentration on the premium segment.

– «Trading-Up» from quantity to quality.

The Lindt Maître Chocolatier

Personification of:

– Handcraft

– Know-how

– Love for the detail

– Passion

Conclusion

Instead of complaining about the stagnating chocolate consumption,
Lindt & Sprüngli cause their segment (premium) to growth.

Instead of taking part in the ruinous price war, Lindt & Sprüngli launches products with quality gains at the corresponding price, that is comprehensible to the consumers. This not only in Switzerland,
but in every country in which Lindt & Sprüngli operates.

The foundation of this impressive success is the interaction between
the strategic brand management and an innovation culture that is consequently aligned to the customers‘ needs.

«I‘d say, Lindt is managed excellently. The appearance of the brand is coherent  and typifies a very strong emotional rooted tradition. This makes
it fairly unique. The embeddedness in the tradition of Swiss chocolate-producer, the quality of the product, the manner of its presentation – everything is right. It doesn‘t matter where in the world, you’ll always
find Lindt-Chocolate in the same positioning of the brand.  That‘s good work, good brand-work.»

– INTERVIEW WITH PETER BRABECK, CEO NESTLÉ (BILANZ, JANUARY 2005)

LINDT CHOCOLATE | Marco Casanova