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1
UBS Warburg
Redesign of ResearchWeb
Visual Identity and Materials
November 10, 2000
3
We create
brand experiences
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São Paulo London Madrid Paris Barcelona Mexico City Bombay Westport
The Coleman Group network has 21 offices in 17 countries
New York San Francisco Santiago Buenos Aires Moscow Basel Minneapolis
Hamburg Düsseldorf Milan Amsterdam The Hague Toronto
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We are part of the McCann-Erickson WorldGroup
FutureBrand Coleman
HyperMecia
FutureBrand Coleman
HyperMeciaZentropyZentropyShandwickShandwick
McCann-Erickson Worldwide Advertising
McCann-Erickson Worldwide Advertising
McCann Relationship
Marketing (MRM) Worldwide
McCann Relationship
Marketing (MRM) Worldwide
Momentum Experiential
Marketing Group
Momentum Experiential
Marketing Group
McCann Healthcare Worldwide
McCann Healthcare Worldwide
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Selected client brand programs
7
Recent B2C and B2B e-brands we’ve created
8
What makes a brand powerful
DigitalBranding
Advertising& Promo
New Products
BRANDBRAND
InternalInternal
PartnersPartners ConsumersConsumers
CustomersCustomers
Retail
Brand Identity
Packaging
“Technology made friendly”
sub-brandingsub-brandinguser interfaceuser interface
point of sale materialspoint of sale materials
advertisingadvertising
promotions/activitiespromotions/activities
product designproduct design
websitewebsite
package designpackage design
Apple
“All natural and individualistic”
sub-brandingsub-branding
deliverydelivery
user interfaceuser interface
point of sale materialspoint of sale materials
promotions/activitiespromotions/activities
package designpackage design
Snapple
“Vibrant and close (to you)”
static bannersstatic banners
dynamic bannersdynamic banners
promotions/activitiespromotions/activities
QuickTime™ and aAnimation decompressor
are needed to see this picture.
animationanimation
pervasive brandingpervasive branding
user interface (corp)user interface (corp)
user interfaceuser interface
QuickTime™ and a decompressor
are needed to see this picture.
Terra
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Opportunities for ResearchWeb
DigitalBranding
Advertising
Name
BRANDBRAND
InternalInternal
PartnersPartners ConsumersConsumers
CustomersCustomers
InternalComm’s
Brand Identity
PrintPromo
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We create brand experiences
A positioning, brand architecture, and key message central tothe business proposition
A brand communications and implementation program needed to introduce and manage over time
Visual, verbal and experiential brand expression that is compelling and distinctive
Tools for valuation and evaluation to direct brand investment decisions
Brand Strategy Brand Creation
BrandManagement
BrandMeasurement
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Our Services
Brand Creation
BrandManagement
BrandMeasurement
Brand Strategy
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Brand Strategy
• Positioning platform
• Online/offline
• Brand attributes
• Brand personality
• Brand architecture
• Brand expansion
• Key audience messages
• Product implications
• Site functionality implications
We position your brand in the
competitive landscape and
develop specific brand attributes
to guide all subsequent brand
communications.
We determine the desired
brand relationships across
the entire organization.
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A case study in positioning a new online service
in a crowded competitive environment
Brand Positioning
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Brand Positioning
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22
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To ____________Personal Pages is the brand
of______________ that ______________
because _______________________.
Brand Positioning
Prime Prospects
Competitive Framework Point of Difference
Support/Aspiration
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Patients:
To patients or consumers concerned with health, Merck Connection is a new dimension in Internet health care that let’s you actively participate in the improvement of your health.
Physicians:
To health care professionals, Merck Connection is a new dimension in Internet health care that saves you time and easily keeps you current, so that you can better treat your patients.
Brand Positioning
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Our Services
BrandManagement
BrandMeasurement
Brand Strategy Brand Creation
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Brand Creation
• Name creation
• Nomenclature systems
• Brand identity design
• Design systems
• Collateral material
• Retail and interior design
• Packaging design
• Industrial design
• Interactive design
We create visual and verbal
expressions to make the brand
proposition relevant and
emotionally compelling.
We design environments, products
and packaging to enhance the
brand experience of your customers
and employees at every point of
contact.
We create e-space experiences
that excite and delight end-users.
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A case study in creating a brand that becomes
a Category Killer TM
Name Creation
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The agricultural e-commerce category is crowded with vendors, both traditional as well as e-commerce start-ups
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The agriculture e-commerce space is crowded with words that are rapidly becoming the industry’s “generics”
Similar and repeating words
• AG
• Farm
• Farmer
• Field
• Seed
Common technology/internet words and word parts
• Net
• Web
• Cyber
• Virtual
• Direct
• Tech
The agricultural“webspace”
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The opportunity exists to create a “category killer” brand
The opportunity to create a “category killer” brand exists when there is a recognizable naming convention within a category. It is necessary to stand outside of the convention to convey a compelling point of difference and capture category leadership.
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books.com
booksdirect.com
bookweb.com
bookzone.com
booksonline.com
bookmania.com
bookstore.com
booksearch.com
booksource.com
bookwire.com
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jobs.com
jobsource.com
jobfind.com
jobnetwork.com
jobsonline.com
jobsearch.com
jobhelp.com
jobnet.com
jobstore.com
jobbank.com
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agrishop.com
agrisource.com
agristore.com
agritech.com
agrivillage.com
agriweb.com
agriplanet.com
agrinet.com
agrimarket.com
agreen.com
agromania.com
agromarket.com
agsuperstore.com
agworld.com
agplace.com
agonet.com
agmall.com
aghorizons.com
agez.com
ageasy.com
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Our Services
BrandMeasurement
Brand Strategy Brand Creation
BrandManagement
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Brand Management
• Brand launch planning
• Brand best practices
• Internal branding
– Employee engagement
– Culture/behavior integration
• Brand education
• Brand guidelines
• Brand asset management
We launch new brands and apply
them to a broad range of
communications materials and
venues
We share global best practices
to help control and manage brand
communications over time.
We help engage employees at all
levels in the brand-building
process.
36
Our Services
BrandManagement
Brand Strategy Brand Creation
BrandMeasurement
37
Brand Measurement
• Brand valuation
• Brand value drivers
• Dynamic brand value model
• Baseline and metrics for brand tracking
• Brand investment prioritization
• Brand research and testing
We offer brand measurement
and tracking tools which help
determine the drivers of brand
value in order to yield the
greatest return on brand
investment.
We rigorously test creative
solutions for linguistic, cultural,
and other sensitivities.