one2play

*Author and creator of the methodology for brand strategy is Anja Bauer – All rights reserved, 2003.

LM Info was a toy and game retailer and distribution company targeting a niche segment. The plans for expanding the company’s business towards the mainstream segment brought this client to Brandoctor.

We concluded that in order to unite the niche and mainstream segments – we need to unite them under the same benefit or brand story. The brand story is the storya bout happiness. People who buy toys are happy because they will make their children, grandchildren, nieces and nephews happy, so in turn they will be happy as well.

According to the defined brand platform, LM Info was renamed to one2play, a name that can be used both in Croatian and regional marketplaces. The slogan is “Look Out for Happiness!”. The logo is playful, happy and imaginative.

one2play continuously implemented its brand strategy and communicated its brand values with the goal of becoming synonymous with happiness in the minds of consumers. The first results of the brand implementation soon became measurable – in 2007, the company grew by 53%.