What is a brand? Presented by :: Christine Sheller
Logo quiz
How did you do?
35–42
28–34
Under 27
Brandasaurusrex. Well played.
Brandtastic. Not too shabby.
Brandateur. I won’t tell if you don’t
Did you know‌ On the average day, we as consumers are exposed to forms of advertising
6000 how many?
Hi there. • I’m an art director + designer. • I’ve worked with corporations, large and small. – Motorola Telecommunications – Delaware Investments Financial services – Lincoln Financial Group Financial services – UHS Healthcare – Susquehanna International Group Financial services • I’ve worked with agencies to help shape and implement brand strategies. • And, I also like to make things.
So, what is a brand, anyway?
So, what is a brand, anyway?
A trademark or distinctive name identifying a product or a manufacturer‌a distinguishing symbol, mark, logo, name, word, sentence, or a combination of these items that companies use to distinguish their product from others in the market. – Dictionary.com
So, what is a brand, anyway?
Brand is the image of a product in the market. – Wikipedia
So what is a brand, anyway?
A brand is a person’s gut feeling about a product, service, or company – Marty Neumeier, The Brand Gap
Touchpoints
Forms
Collateral
Employees Signage
Advertising Word of mouth Social media
Telephone Radio Web
Billboards
And what is brand identity? • Physical, tactile assets of a brand • Visual and verbal • Help shape brand promise and strategy
Brand assets
Forms
Collateral Fonts
Advertising
Employees Signage Tagline Mission statement
Illustrations
Social media
Logo Colors Telephone Web
Photography Radio Billboards
Word of mouth
Brand assets: visual A brand’s biggest asset is its:
logo
Brand assets: visual Elements of a logo
Signature
Logotype
Brandmark
Tagline
Brand assets: visual Typography
Royal Caribbean
Skype
GE
Brand assets: visual Color palette
Sun Microsystems
Travelers Insurance
Brand assets: visual Photography
American Red Cross
Brand assets: visual Illustrations
ASPCA
Brand assets: verbal Taglines Think different Let’s motor Expect more pay less Happy hunting The world on time Make people happy Imagination at work People against dirty Don’t leave home without it Drivers wanted You’re in good hands Talk to Chuck When banks compete, you win What happens here, stays here You’re now free to move about the country
Apple Mini Target Ebay Fedex Disney GE Method Amex VW Allstate Charles Schwab Lending Tree Las Vegas Southwest
Brand assets: verbal Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
Who does branding well?
The best brands are differentiated brands. When everyone zigs, zag. –Marty Neumeier, ZAG
Let’s start with Volkswagen
Branding well done: Volkswagen • Translation = the people’s car • Designed to: – Carry 5 people – Cruise to 62 mpg – Return 33 mpg – Cost 1,000 reich marks • Co-designed by Ferdinand Porsche and guess who?
Branding well done: Volkswagen 1949 — Type 1 car introduced in the US 1955 — VW of America established to help sell it 1959 — Doyle Dayne Bernbach (DDB*) advertises it 1967 — Officially adopts ‘Beetle’ name
*DDB currently can claim the highest advertising revenue in the world!
Branding well done: Volkswagen Think small
1959
Branding well done: Volkswagen Lemon
1959
Branding well done: Volkswagen Often imitated‌
Branding well done: Volkswagen Miscellaneous ads to follow
Branding well done: Volkswagen Format remains the same
How about our president?
Branding well done: Obamamania! • First president marketed like a consumer brand • Adopted a strong brand identity: an identifiable logo, fonts, colors, and an accessible website • Clearly defined mission, values, position • Natural progression to brand him: politicians really always have been marketing an image, story, belief, and perception.
Branding well done: Obamamania! • Greatest connection is with the millennials, YOU, the 18–29 year olds, who will outnumber the baby boomers this year • Connects through new media, online social networks, straight talking
"BarackObama is three things you want in a brand: New, different, and attractive. That's as good as it gets.” Keith Reinhard, DDB Worldwide
Branding well done: Obamamania! Website
Branding well done: Obamamania! A true social media junkie
Branding well done: Obamamania! And how about this online store?
No contest here: Apple
Branding well done: Apple It used to be that Macs were really an exclusive computer for a chosen few: – If you were a designer, you had no choice – If you were a school, you’d save grocery store receipts and do other fundraising to earn Macs for your school
Branding well done: Apple • Born in the 70s – Steves Jobs + Wozniak drop out of college – Attend ‘Homebrew Computer Club” meetings [insert robot nerd sound here] – Built the Apple I, which use a TV display system for a monitor, sell 50 – Build Apple II – Sign a bank loan $250,000 – Apple officially born 4/1/76 • Public in the 80s – Initial public offering 12/12/1980
Branding well done: Apple Early marketing
1976
Branding well done: Apple Early marketing
1981
Branding well done: Apple Early marketing
1984
Branding well done: Apple 1997 —Think different campaign – Created by Los Angeles advertising agency TBWA\Chiat\Day – Ads were placed in mainstream magazines, like Newsweek and Time
Branding well done: Apple Think different
Branding well done: Apple The way we listen to music is forever changed
October 23, 2001
Branding well done: Apple Silhouette ads
2003
Branding well done: Apple I’m a Mac
2006–present
Branding well done: Apple How is Apple doing today?
Branding well done: Apple Proven brand loyalty – According to surveys by J. D. Power, Apple has the highest brand and repurchase loyalty of any computer manufacturer.
Are you a Skyper?
Branding well done: Skype “We’ve gone from no people in no countries… … to 200 million in more than 220 countries and regions. In about 1,000 days.
Branding well done: Skype Brandbook
Is the Toyota legacy over?
Toyota What do you think will happen to their brand?
Toyota SIM score – Equation for calculating how a brand is faring on the social web – Developed by an agency, Razorfish
I think I’ve said enough. You?