Innovative branding with a sense of humour

1
Innovative branding - with a
sense of humour

• 2004 Marketing Tour Japan

2
Innovative branding - with a
sense of humour

• Bio 2005 - Philadelphia

3
Innovative branding - with a
sense of humour

• Bio 2006 Chicago

4
Innovative advertising in scientific publications

• Promoting viral delivery technology

5
Innovative advertising in scientific publications

• Spring special price promotion

6
The branding strategy

• The branding strategy was
• to promote the trademark and the globe design
• using eye catching humorous cartoons
• that had a relationship to the company and its
  business
• that captured attention
• that were instantly recognisable and connected to
  Ozgene
• Use of the cartoons on T shirts, advertising,
  presentations
• T shirts that were given away at Bio in limited
  numbers and were sought after
• T shirts that are given to each customer and at
  presentations

7
Effect of the branding strategy

• Ozgene became well recognisable globally
• On marketing trips staff all wore the familiar T
  shirts
• Even at airport lounges people would walk up and
  say
• Youre the guys from Ozgene
• Ozgenes quick recognition throughout the
  industry set itself apart from competitors
• That is attributed to its trade mark and how it
  has been used
• Humour and distinctiveness in the presentation of
  the trade mark resulted in
• Capturing the markets attention
• Reminding the market of Ozgenes existence
• Reinforcing in the market Ozgenes reputation

8
Effect of the branding strategy

• But global success was not because of cartoons of
  cute mice
• Global success was due to passionate leadership
  of the CEO, outstanding technical staff,
  outstanding technical success, and recognition
  and reinforcement of technical success by
  attention capturing branding
• Attention capturing branding was something that
  Ozgenes competitors did not do.
• There are only some 6 competitors in the world
• Ozgene quickly captured a large market share in
  such a specialised market because of its
  technical excellence, and the effective branding
  strategy that constantly reminded people of that

9
Ozgenes sense of humour
10
The Ozgene team
More complete case study http//www.wipo.int/sme/
en/case_studies/ozgene.htm