1. Big Brand Theory
Jean-Philippe Randisi

2. What is left to humans
to define themselves
when they stop
believing in…?

3. God(s)?

4. Nations?

5. Ideologies?

7. Brands!

8. What makes a brand?

9. What makes a brand?

10. What makes a brand?
Clearly identified transferable
values

11. What makes a brand?
Clearly identified transferable
values Ubiquity

12. What makes a brand?
Clearly identified transferable
values Ubiquity Longevity

13. Many get invited, only a few make it
Because brands = $$$, any successful property owner will claim he owns
one. Reality is different, and turning a successful IP into a brand can never
be taken for granted.
 Hugely expanded competitive universe
 Execution critical at every stage
 Need to drive development across new businesses, with different rules
and different expertise/skills needed to succeed

14. Expanding your competitive universe
From a well defined competitive universe (apps, online games, etc) to a
world where competition will include:
 Movies
 TV
 Sports
 Books
 Lifestyle brands
 Generic products
 Fashion brands
 Etc…

15. Execution, execution, execution
When you start asking consumers that they
connect the dots between your IP in the digital
space and its incarnation in the physical world,
don’t blame them if they do!
 A bad product will hurt your IP
 A failed product launch (too soon, too late, too
many, too expensive) will hurt your other retail
products
 Heaven is immersing your consumer in a world
where he can connect to your IP in many
different ways. Hell is when one of these
connections provide a bad consumer
experience.
 A successful consumer experience is the result
of a product that meets or exceeds expectations
(innovation, quality, price, etc), is in tune with
brand values, and somehow links back to
brands’ home. A financially rewarding product is
one that strengthen consumer’s loyalty to the
brand.

16. You enter uncharted territory
First, accept that it might be a
new business for you/your
company
 Do you have the skillset?
 How are you going to acquire it?
 Insourcing
 Outsourcing
 Do you have the
patience/time/resources
 Can you cope with a very
different lifecycle?

17. From the digital world to the real world
 What are the upsides of IPs born in the digital space
 Interactivity
 Multiplatform
 Engagement
 What may be missing: aspiration provided by:
 Clear set of brand values
 Stories
 Depth of characters
 Unique look/design

18. Brand values

19. Stories & Characters

20. Unique look/design

21. Vs. Me Too

22. Some questions you may ask yourself
before embarking on a long journey

23. What does my property stand for?
What is its essence?
Why is it successful?
 Are these traits product specific or
transferable?
 Is another property with the same brand values
as/more successful?
 Is there any other property targeting the same
demo/universe with the same set of values?

24. Is the design of my property unique?
 Can this design/look easily turn into 3D?
 Are these esthetics a defining attribute of my property?
 Does design allow various interpretations and evolutions whilst
staying true to the original?

25. Does my property involve characters?
 Are these characters central to experiencing my property?
 Are these characters archetypal and aspirational for my consumers?
 Are these characters distinctly cute or ugly?
 Is there more than one character featured in my property?

26. Is there a storyline embedded in my property?
 Is this storyline based on
archetypal/life defining elements
(friendship, love, comedy,
redemption, rescue, good/evil,
etc)?
 If not, am I ready to create one
for the purpose of developing
brand extensions?

27. Is my property a long term priority?
 Development of brand
extensions takes time
because of:
 Time to market
 Acquisition of expertise
 Retail/other cycles
 Will my property still be
a locomotive in the
digital space by the time
I enter other categories?

28. Am I ready to do what it takes to turn my
property into a brand?
 What am I expecting from this?
 Revenue?
 Longevity?
 “Paid for” marketing?
 Do I know what I don’t know?
 How will I get the necessary
expertise to make this project a
success?
 Do I realise how much time,
energy and focus it will require?
 Am I ready to adjust my property
plans for “that”?

29. The good news is…
 Others might want to help you…

30. An example

31. Not……………………nor

33. Click to play

34. Game Releases
Cut the Rope Cut the Rope:
Release: Oct 2010 Experiments
iOS and Android platforms, Release: Aug 2011
Blackberry Playbook. iOS platform iPhone/iPod/iPad
#1 paid, #1 free, #1 top grossing all #1 paid app globally
over the world
Seasonal Gifts to Fans
Cut the Rope: Cut the Rope:
Holiday Gift Box Valentine’s Box
Release: Dec 2010, Nov 2011 Release: Feb 2011
Holiday theme Valentine’s theme
Om Nom in Holiday gear Om Nom in Cupid wings
… with continuous level and content updates!

35. Highlights
130 million players since launch!
On track to reach 500 million downloads by end of year.
#1 game on multiple app stores
Huge digital investment to continue to drive fans and ongoing use engagement.
750k Facebook fans
5 digital awards in 2011 including;
- Apple Design Award (WWDC 2011)
- BAFTA Award (British Academy of Film and Television Arts):
Best Handheld Game (2011)
Expanding franchise and brand experiences with the release of
comic books and animated shorts.

36. “The best game on the iPhone.”
~ IGN
“Fresh,
challenging, “One of the
gorgeous and
highly entertaining”
best puzzles games
out there that is more
A
~ Gamespot fun than anything.”
~ App Advice
Game!
“Excellent
gameplay value, “Has all the
superb graphics, marks of a
accurate physics and winning
intuitive gesture mobile app.”
controls”
~ PC World
~ App Mode

37. Awards Galore
• Apple Design Award Winner
WWDC 2011
• Best Handheld Game
BAFTA Awards 2011
• Most Innovative Game
Pocket Gamer Awards 2011
• Best Casual/Puzzle Game
Pocket Gamer Awards 2011
• Best Handheld Game
Game Developers Choice Awards 2011
• Best Puzzle Game
Best App Ever Awards 2010 BAFTA 2011

38. Apple Champions Cut the Rope Worldwide
Store Window Displays

39. Apple Champions Cut the Rope Worldwide
App Store Spotlight

40. Ongoing Global Press Coverage
… and much more!

41. Fans Love Om Nom!

42. Brand
A colourful and fun world with diverse graphics, slogans,
characters and symbols… with much more to come!

43. Cute, easily recognizable
and very appealing to
children and adults.

44. Comics

45. Episodes

46. Launch plan
Hype at Retail
• Target the Tweens & Adults
• Exploit popularity and ‘cool’ of game for girls and boys
• Product strategy by gender
• Secure retail support to launch merch range
Collect and swap
• Target the Kids
• Building a collection of fun toys, games and gifts to create
ongoing desire for the brand
• Secure mass distribution and breadth of products
Promote-increase range –re promote
• Must have brand
• Retail: In store promotions, cross category
display, Gift with purchase

47. Consumer Products

48. Product Inspiration

49. Global Partners
Opportunities
QSR promotion in the US in Easter 2013

51. Thank You
Jean-Philippe Randisi

52. ITV STUDIOS GLOBAL ENTERTAINMENT