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Expertise at Corey McPherson Nash spans numerous industries and a myriad of branding challenges. We invited participants to actually be a Corey client during this event at Design Exchange Boston on October 10, 2013.
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Branding Salon
DxB – 10.10
AgendaAbout UsBranding 101Corey CriteriaGroup CritiqueThought Sharing
AboutUs
Founded in 1983
WHEN
WHErE
Watertown, MA
WHAT WE DO
Brand Strategy
Message Strategy
Identity + Print
Digital Communications
WHO WE DO IT FOr
Technology
Education
Consumer
Healthcare
Brand-ing 101
THE WAy COrEy THINkS ABOUT BrAND
Branding is the activity of intentionally shaping the perceptions of your audiences to advance your organization.
THE WAy COrEy THINkS ABOUT BrAND
BRAND Physical Mental+Name
Tagline
Logo
Color
Benefit
Values
Personality
THE WAy COrEy THINkS ABOUT BrAND
WHo ARE YoU?Brand Identity
WHAT Do YoU oFFER?Features
WHY SHoUlD I CARE?Benefits
Business Plan
Sales Objectives
Target Markets
Market Landscape
Competitive Landscape
Brand Strategy
Brand Perception
Brand Architecture
Position
Naming
Messaging Strategy
Execution
Overall Look & Feel
Campaigns
Social Media
Communication Pieces
THE WAy COrEy THINkS ABOUT BrAND
THE FIVE PS
PoSITIoNThe benefit that sets your brand apart. It is what you want to exist in the minds of the consumers.
PRoMISEThe pledge to customers about the experience.
PERMISSIoNThe scope of the brand – the DO’s and DON’Ts.
PERSoNAlITYThe voice and attitude.
PERMANENCEThe enduring qualities of the brand.
WINNING BrAND PErSONALITIES
SINCERITYDown-to-Earth, Honest, Welcome, Cheerful
ExCITEMENTDaring, Spirited, Imaginative, Up-to-Date
CoMPETENCEReliable, Intelligent, Successful
SoPHISTICATIoNUpper Class, Charming
RUggEDNESSOutdoorsy, Tough
BrAND CrITErIA
IS IT RElEvANT?
Matters to customer
IS IT PRoFITABlE?
We can do well
IS IT DEFENSIBlE/
oWNABlE?Competitors
can’t do it well.
CoreyCriteria
OUr CrITErIA
STRATEgICESSENTIAlPRACTICAlCoNTExTUAl
Strategic
BRAND
IDENTITY
PUBlIC BRAND
IDE
NT
ITY
SYMBolIC
CREDIBlE
TIMElESS
STRATEgIC=
BrAND CrITErIA / STrATEGIC
SYMBolICrepresentative of the brand – either a current reflection or a future vision.
UNILEVEr
“The logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits we bring to consumers and the world we operate in.”
UNILEVEr
UNILEVEr / ICON BrEAk DOWN
BrAND CrITErIA / CrEDIBLE
CREDIBlEWell designed type and typefaces, considered iconography, and a balanced palette instill trust.
NEW yOrk PUBLIC LIBrAry
NEW yOrk PUBLIC LIBrAry / SkETCHES + FF kIEVIT
STANFOrD
STANFOrD / CAPITOLIUM NEWS
ABCDEFGHIJKLMNOPQRSTUVWXYZ&abcdefghijklmnopqrstuvwxyzæœß/@Ø(–).:;!?¤¥£§1234567890
c o p y r i g h t © g e r a r d u n g e r 2 0 0 6 c a p i t o l i u m n e w s h e a d l i n e b o l d
BrAND CrITErIA / STrATEGIC
TIMElESSGood design is timeless, not trendy. Invest in perfection up front.
TWININGS
TWInInGS / ORIGInal STOREfROnT, EST. 1706
TWININGS / PACkAGING
Essential
SIMPlE
RElEvANT
UNIqUE
ESSENTIAl=
BrAND CrITErIA / ESSENTIAL
SIMPlEConveys what is essential to the brand. This is a process of distillation. Be simple, not simplistic.
CBS
CBS (BEFOrE)
CBS APPLICATIONS
BrAND CrITErIA / BASIC
RElEvANTNeon might not be the best choice for a financial consultancy. But it might. Consider your clients, their goals, and the competitive landscape.
PWC
PWC
PWC COMPETITOrS
UnileverPWC
UnileverPWC
BrAND CrITErIA / BASIC
UNIqUEyour logo has to distinguish itself from the competition. Deviating from the expected can distinguish your brand, but be careful not to lose your identity.
WHITNEy MUSEUM
WHITNEy MUSEUM
WHITNEy MUSEUM
WHITNEy MUSEUM
UnileverWHITNEy MUSEUM
Practical
ColoR
SIzE
oRIENTATIoN
PRACTICAl=
ColoRColor can greatly enhance your brand identity. However, it needs to work when only one color is available.
BrAND CrITErIA / PrACTICAL
UnileverTIFFANy’S
UnileverTIFFANy’S BLUE
UnileverTIFFANy’S BLUE
BrAND CrITErIA / PrACTICAL
SIzEDoes it work on a button? How about a billboard? In the header? as a favicon?
UnileverPINTErEST
UnileverPINTErEST
BrAND CrITErIA / PrACTICAL
oRIENTATIoNyour identity needs to be placed in countless settings. Design multiple lockups with different orientations.
UNILEVErOCAD
UnileverOCAD
OCAD
OCAD
UnileverOCAD
Contextual
ADAPTABlE
MEMoRABlE
CUlTURAl
CoNTExTUAl=
BrAND CrITErIA / CONTExTUAL
ADAPTABlEWorks across all types of mediums – from foil stamps to LCD screens.
Slide TiTle / SecTion
TexT
UnileverNEW yOrk TIMES
UnileverNEW yOrk TIMES / HEADQUArTErS
UnileverNEW yOrk TIMES / PrINT
UnileverNEW yOrk TIMES / DIGITAL EDITIONS
UnileverNEW yOrk TIMES / STyLE MAGAzINE
BrAND CrITErIA / CONTExTUAL
MEMoRABlEConsider clever visual wit – or perhaps just the opposite; a complex or abstract form that requires deeper thinking.
UnileverMEMOrABLE: CLEVEr LOGOS
BrAND CrITErIA / CONTExTUAL
CUlTURAl Be culturally sensitive. Consider stereotypes, as well as the meaning of colors and shapes in different cultures.
UnileverCOLOr SIGNIFICANCEIN VArIOUS CULTUrES
UnileverCHICAGO BLACkHAWkS/ WASHINGTON rEDSkINS
UnileverNOTrE DAME“FIGHTING IrISH”
groupCritique
ThoughtSharing
Thanks!