INNOVATION IN MOTION
TIME TO MOVE YOUR BRAND FORWARD
“you can’t escape your brand. either you make the customer experience or it gets made without you.” -UNKNOWN
CONTENTS 1. what is a brand? 2. what is branding? 3. branding vs. marketing, advertising & publicity 4. 10 qualities of every successful brand 5. when is it time to reinvent your brand message? 6. mymuze brand fundamentals 7. time to move forward 8. mymuze: your brand innovation agency
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this is a product.
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this is a logo. 3
THIS IS A
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BELIEF IN ACTION
what is a brand? It’s a belief in a brand’s promise that moves a consumer to action.
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let’s try this again...
this is a product.
What Barack Obama offered 6
this is a logo.
How we identify with Barack Obama
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THIS IS A
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belief in action.
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do people believe in Your brand?
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a brand is a belief that lives in the mind of a consumer. it’s a belief in your brand’s promise, message and commitment that moves them to action. it’s believing in change and voting for Obama. got it? 12
THE BOTTOM LINE IS:
If your brand does not exist in the mind of the consumer, your brand does not exist.
A brand is not just an eye-catching logo or a name that is frequently advertised on TV. A brand is a promise, made with the customer and built up over time through consistent communication and delivery of that promise to them. Thus the very mention of your brand’s name should trigger a
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series of expectations not only about what you or your company offers, but your quality, your purpose and any number of images and associations, which the consumer can relate to, both emotionally and rationally. The power of your brand lies in its ability to influence consumer behavior.
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myMUZE can create, nurture, manage and promote your desired brand image while establishing an enduring perception about your brand in the minds of consumers. 16
we proactively
* deliver your brand message clearly * further establish your brand’s credibility * connect you to your targeted prospects emotionally * motivate your buyers * generate consumer loyalty
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when you think Starbucks what do you think?
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coffee, right?
that’s the power of branding. 19
WHAT IS BRANDING? 20
branding is the process of building and positioning a brand’s message, image or promise in the minds of consumers. branding ensures that the brand image you want is the brand image you have. in the consumer’s mind, perception is reality. each branding effort should help define, position, and strengthen your brand image IN THE CONSUMER’S MIND.
Example:
a popular branding strategy used by some of tOday’s most successful brands is the process of owning a word or phrase in the minds of consumers.
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coffee
PIZZA
LUXURY
When your brand begins to own a word or phrase in the consumer’s mind, you will begin to dominate your competition. The word or phrase that you want to own must meet a want, need or add value to the consumer’s life. You do this by consistently promoting and integrating your brand’s message at every point of public contact.
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challenges to current branding modelS
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CURRENT MODELS
mymuze INNOVATION
messaging
involvement
static
dynamic
promising
delivering
look and feel
experience
fantasy
authenticity
advertising
culture
audience
community
consistency
coherence
image
currency
passive
interactive
Strong branding is invaluable. As the battle for customers intensifies day by day, it's important to spend time consistently investing, researching, defining, and building your brand’s image. Branding is the foundational piece of your communication -- one you do not want to be without.
myMUZE: WE ARE your branding partners.
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BRANDING is the process of building and positioning your message in the minds of consumers. publicity grows that brand message marketing promotes that brand message advertising maintains that brand message PUBLICITY, MARKETING and ADVERTISING are the tools to expand what branding establishes in the mind. Using any of these tools without establishing a strong branding message is just a waste of money. Many C-Level executives simply think the answer is to turn branding problems over to their marketing, advertising or public relations firms and let them deal with the issues of brand building and sustainability. This can be a lethal mistake. While their involvement can be, and should be, significant and beneficial, developing a great branding strategy first is paramount to moving your brand in the right direction. 27
BRANDING IS INCREASINGLY CRITICAL FOR BUSINESSES IN TODAY’S COMPETITION. IT IS A COMMON MISTAKE FROM SOME COMPANIES TO INTERPRET BRANDING WITH WEB DESIGN, LOGO DESIGN AND MEDIA ADVERTISING. Many branding companies also claim to be different, the best and the biggest, but still cannot differentiate between branding and marketing. If you can’t build a great brand message in the minds of consumers, then all the advertising, marketing, fancy packaging, sales promotion, web designs, and public relations in the world won’t help you achieve your objective. branding “pre-sells” your brand, product or service to the consumer in the mind first. That old expression “Nothing happens until somebody sells something” is being replaced by today’s slogan,
“Nothing happens until somebody brands something.”
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myMUZE can effectively deliver your brand message to the world. myMUZE is your branding agency.
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10 qualities of every successful brand:
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recognizable consistent visually impactful dependable trustworthy comfortable quality reliable valuable focused 31
How did Google, Starbucks, Coca-Cola, Mercedes and other great brands get those 10 qualities? They knew the answers to these questions and kept them top of mind: 1. What business is our brand in? 2. What is our brand’s purpose? 3. What differentiates our products and services from our chief competitors? 4. What is superior about the value we offer our customers? 5. Where is our brand going? These simple questions can help you narrow your focus and dominate your brand’s category or field. The ultimate objective of any branding strategy is to dominate a category. When you dominate a category, you become extremely powerful. Microsoft has over 90 percent of the worldwide market for desktop computer operating systems for a reason--they focused in on software and dominated the category. You can dominate your category. It all starts with branding. myMUZE can move your brand forward. 32
when is it time to reinvent your brand message?
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brand repositioning decisions are often triggered when a significant market shift occurs. Often, changing social, economic or technical trends cause brands to lose appeal, making it critical for a company to review the long-term potential of the current brand message.
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reinventing or repositioning a brand involves brand strategies designed to give an existing person, company, product or service a new position in customers’ minds in an attempt to change a product or company’s market potential.
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Sometimes radical transformation is needed (for example, if the market for your brand is shrinking permanently). Other times a slow, steady brand migration process might be more effective. Either way, over time, brand evolution is essential in order for brands to flourish rather than just survive. Even in times of relative market stability, an effective rebranding effort can reaffirm the loyalty of existing customers while helping to attract new ones, enabling a brand to reemerge with a new presence, a riveting promise and a fresh approach.
myMUZE: we are your brand energizers 36
myMUZE branding fundamentals
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establish and promote a unique,
have a “brand story.” When you
memorable, distinctive brand message.
identify your brand, you also communicate its heritage and its origin, typically the business founder’s values and business Principles.
have an iconic symbol or image that vividly displays your brand’s identity.
establish a great brand strategy. have a descriptive word or phrase that tells the customer where to place your brand in their mind’s eye. develop great brand programs and partner with myMUZE for brand have a brand tag line that expresses your brand’s functional and emotional benefits to customers.
management (why?)
BECAUSE: 1. myMUZE can differentiate your brand from everyone else in the market. 2. myMUZE can create and promote your brand identity so that it will be perceived as meaningful and will communicate your point of difference. 3. myMUZE can establish brand esteem. consumers will feel good about using your brand vs. a competitor’s brand. brand esteem is tied to brand loyalty. 4. myMUZE can deliver your brand message in a way that people understand. customers need to understand and believe in how your brand is different from ITS competitors. IF THEY ARE UNABLE TO CONNECT, THEY WILL GIVE UP ON YOUR BRAND.
myMUZE: WE ARE your branding partnerS. 39
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INNOVATION distinguishes between a and a follower. LEADER - steve jobs, APPLE innovator
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it’s time to discover the possibilities
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time to move your brand forward
What are we:
A Brand Building Company We are an integrated brand consulting and design agency; leaders in brand innovation. We partner with powerful brands to discover and manage their possibilities. Our job is to move brands forward by perfecting their promise to the world. We develop and deliver unique brand images across every consumer touch point while establishing an enduring perception about our clients in the minds of consumers. Since 1998 our company has provided creative brand consultancy to high profile people and companies. We have worked with mega-brands such as Nelson Mandela, Sony Music, Sports Illustrated, Time Warner, Fox, Universal Music, NASCAR’s Dale Earnhardt, Inc., DELL, Subway, Apple, Target, Nike, Disney, HBO, Memorex, and Yahoo! just to name a few. myMUZE is composed of a team of seasoned brand architects and design industry professionals with diverse experience. We work collectively to provide an innovative approach in the development and execution of consumer driven brand building strategies. Our team is immensely qualified to manage the essence of your brand and translate it into profits.
What we do:
Think, Create, Plan, and Deliver To win in today’s market, your brand must keep a slot in the consumer’s mind. Your brand needs to begin and remain credible, competitive, current, and relevant to customer wants, needs, and interests. That means you need to tune in to market conditions, consumer preferences, and cultural trends not only when you first establish your brand but also on a regular basis as your brand ages. we partner with you to create, manage, refine or translate your brand message to the world. we uniquely develop what people will positively believe about your brand. your brand is not a logo, color, product or just a word, it is an experience. we use a combination of research, market and financial analysis and statistics to define the opportunities of innovation. we don’t want you to make decisions based on what we think, we want you to make sound decisions on what you know. We’ll show you what really drives demand and how your brand can minimize risk. This will give you the confidence to make the right “value creating” decisions.
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How we do it
Our Process
JUST Offer solutions
1. We discover, analyze and assess your branding needs
Most agencies offer solutions. We don’t. We are not a solution based agency. We are all about proactive innovation.
2. We conduct market research & analysis 3. We think possibilities 4. We get creative 5. We develop a plan of action 6. We manage the executables 7. We keep accountability 8. We communicate and involve your audience 9. We engage and retain your audience to create brand loyalty 10. We increase your brand value and market share
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What we don’t do
A solution is defined as the process of solving a problem or dealing with a current situation. That’s being reactive. We are a proactive agency. Being proactive means “creating or controlling a situation by causing something to happen rather than responding to it after it has happened”. myMUZE is in the business of brand proactivity, not solutions. We partner with brands to create outcomes and fulfill goals through innovation. We do not manage problems, we create results.
who are we:
WHAT DOES MYMUZE MEAN? In ancient times the word muse was defined as a source of inspiration. Inspiration is defined as the process of being influenced to do something creative. Muse = Inspiration = the birth of myMUZE We put a “my� in front of our version of muse (myMUZE) to imply that you own your inspiration. Your brand no longer has to have a source of inspiration, with myMUZE we believe your brand can be the inspiration.
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» we improve brand performance by fusing integrating market research, market and financial statistics into a single insightful report to influence good branding decisions.
» with the growth of social media, we create online digital identities using a wide array of social tools, cultivating your personality on the internet.
BRAND RESEARCH & ANALYTICS
agency disciplines & services: our proactive tools
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» we create and manage the marks that visually represent your brand.
» we develop measurable plans to strengthen, create and sustain growth for your brand.
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» to the public, we bridge the gap between your brand’s promise and your brand’s delivery.
» we conceptualize and execute how your brand message will be presented and maintained to the world.
BRAND IDENTITY
BRAND RELATIONS
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DIGITAL BRAND MANAGEMENT
BRAND STRATEGY
BRAND ADVERTISING
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» we create messages that encourage consumers to experience your brand.
» we craft a brand's asset into a clear concept and message that is easily recognized and remembered.
» we develop the single idea which details the brand’s ultimate reason for existing.
» we create an entire presence that speaks volumes about your brand and its unique capabilities.
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» we create names that can grow, sustain and translate your brand's message to its targeted audiences in the most effective manner.
» we discover how your brand’s unique message will best stand out in a competitive market. it’s the process of finding an unfulfilled want or need in the consumer’s mind and addressing it with a distinctively different and ideally suited offering.
» we develop creative ways your brand can occupy a physical space that will be engaging and encouraging to shoppers. with experts in branding and design, we create a shopping experience that will be meaningful to your customers.
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» this involves the development of specific objectives, strategies and tactics to integrate the brand message where your customer spends their time.
» we develop audio branding that can be used to reinforce your brand identity.
» we establish and execute creative initiatives that generate brand awareness.
» we manage the presentation of your brand identity and brand message across your entire organization and through all media and communication outlets.
BRAND ENGAGEMENT
BRAND NAMING
BRAND INTEGRATION
BRAND CREATION
BRAND POSITIONING
SONIC BRANDING
BRAND MESSAGES
BRAND RETAIL ENVIRONMENTS
BRAND PROGRAM EXECUTION
BRAND DEVELOPMENT
CORPORATE BRANDING » we capture your company’s vision and bring it to life visually.
BRAND MANAGEMENT
IN CONCLUSION: it takes a team A successful brand must offer a relevant choice to its target audience. A successful brand needs to speak to its audience in a compelling and consistent way. Your brand is a business asset. Keeping your brand’s promise consistently will attract loyal buyers who will return to buy again and again. As a brand owner, the benefit to you is that forecasting cashflow becomes easier with repeat customers, and you can plan and manage with greater confidence the development of your business. In partnership with you, myMUZE will put measurable key performance indicators in place to drive consumer loyalty and build brand value. We will ensure your brand continuously delivers benefits that meet and exceed customer expectation. We will monitor the quality of your brand, service or products, create customer-driven designs and help you make life more enjoyable for your customers. We will ensure that your brand is relevant to your defined audiences through rigorous segmentation, tailored messaging, a unique proposition, and creative execution.
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we are your team We will ensure that your brand is 1) differentiated from your competitors, 2) credible in the consistency of your promise and 3) positioning is creative and strategic. The promise made will be the promise delivered. Your brand will remain fresh and exciting through constant evolution. We will ensure that your brand’s pricing captures the customer’s perception of value by striving for a premium cost, linking pricing to intangible benefits, and communicating exclusivity. We will work with you to ensure that your brand is understood by all employees and acts as the central organizing principle. Employees’ behavior must be aligned with your brand’s message and managed and rewarded as such. Your employees will be engaged in evolving your brand. We will manage your brand as a long-term asset, internally and externally. Our job is to distinguish your brand from its competitors and deliver an experience that leaves your customers satisfied and likely to look for your brand again and again.
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Our Promise: We believe in the power of ideas to deliver innovative brand results. Our ideas are born out of powerful research-driven insight, resulting in unparalleled outcomes. We believe that the establishment of a unique image is the key to building a great brand. Our practice is to develop brand strategies that allow companies to capitalize on their unique market presence, while ensuring that their brand’s promise is increasingly represented. With guiding actions, both big and small, we’ll deliver on that brand promise. We believe our purpose is to help clients build lasting brands that command consumer loyalty. We promise to create captivating ideas that make your promise consistent and true to the brand’s image and identity. myMUZE matches its mission with corresponding actions that benefit our clients. Our mission is clear: To create and build brands in value with excellence and stability.
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OUR WORK
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NELSON MANDELA
SERVICES FOR NELSON MANDELA FOUNDATION: BRAND STRATEGY, BRAND IDENTITY, BRAND ENGAGEMENT, BRAND CREATION Nelson Mandela has never wavered in his devotion to democracy, equality and learning. Despite terrible provocation, he has never answered racism with racism. His life has been an inspiration, in South Africa and throughout the world, to all who are oppressed and deprived, to all who are opposed to oppression and deprivation.* * Reference from www.nelsonmandela.org
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myMUZE was engaged to create brand programs to positively bring awareness to the brand. We focused on engaging the public with meaningful positioning of a project called “Global Lessons”. The project harnessed the power to not only educate the world about his purpose, but also to enrich people’s lives. The project was created to further convey the message of Nelson Mandela as a catalyst for hope.
DALE EARNHArDT, INCORPORATED SERVICES FOR DALE EARNHARDT INCORPORATED: BRAND STRATEGY, DIGITAL BRAND MANAGEMENT, BRAND DEVELOPMENT, BRAND ENGAGEMENT Dale Earnhardt was a legend of American auto racing, nicknamed “The Intimidator” for his competitive instincts and hard-driving style. Competing in the NASCAR racing league, Earnhardt had 76 career wins and won the Winston Cup championship seven times; as NASCAR grew in popularity during the 1980s and 1990s, Earnhardt became one of America’s most popular athletes before he passed in 2001. Today his legacy lives on through his company Dale Earnhardt, Inc. (DEI). DEI was founded in 1980 by Dale and Teresa Earnhardt, DEI is headquartered in Mooresville, North Carolina. Dale Earnhardt, Inc has several business entities focused on philanthropy, auto racing and the promotion of the Dale Earnhardt Legacy both nationally and internationally.* * Reference from www.daleearnhardtinc.com
myMUZE was challenged to create a brand strategy that could build and maintain the brand’s value during the country’s economic crisis. Our focus was to clearly differentiate the value of DEI in the market place, and set it apart from the competition. We developed brand programs that were technically brilliant and had emotionally charged content that was based on the core values of the company. In this way, the brand’s profile was maintained on an ongoing basis and at the same time constantly reinforced. Our work ranged from strategic brand consultancy to brand identity, and developing and creating creative brand management tools that would engage new and existing consumers to interact with the brand.
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nike
SERVICES FOR NIKE: DIGITAL BRAND MANAGEMENT, BRAND ENGAGEMENT, BRAND RESEARCH & ANALYTICS It all started with a handshake between two visionary Oregonians - Bill Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew a company that became Nike from a US-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world. Our goal in partnering with Nike was to elevate the message of innovative thinking. We developed an approach to brand engagement that focused on turning Nike’s
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message into involvement. We created brand programs that positioned their brand online and honed in on their communications to achieve new levels of clarity, inspiration, and emotional impact for their target customers. Focusing on Nike’s “commitment” to innovation, we aligned the brand with business partnerships that ensured that brand value was being created through proper brand positioning with young, diverse, well-educated consumers .
YAHOO! MUSIC
SERVICES FOR YAHOO! MUSIC: BRAND INTEGRATION, DIGITAL BRAND MANAGEMENT, BRAND ENGAGEMENT Yahoo! Music is the provider of a variety of music services, including internet radio, music videos, news, artist information, and original programming.
Our brand integrations and online design recommendations allowed the company to expand its impact to young consumers and the online community.
We were asked to develop a digital brand strategy that would provide the brand with a unique, clearly defined and visible position in the entertainment industry.
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sports illustrated
SERVICES FOR SPORTS ILLUSTRATED: BRAND INTEGRATION, DIGITAL BRAND MANAGEMENT, BRAND ENGAGEMENT Sports Illustrated (SI) is an American sports magazine owned by media conglomerate Time Warner. It has over 3 million subscribers and is read by 23 million adults each week, including over 18 million men, 19% of the adult males in the United States. It was the first magazine with circulation over one million to win the National Magazine Award for General Excellence twice.*
The program was designed to develop awareness and readership of this magazine by college students. We created a digital platform and offered a downloadable digital music compilation inspired by the sporting world culture. The web site traffic exceeded 32,000 unique users in four months.
SI has a good share of the market, but young sports consumers felt left out of the objectives that SI was establishing, so SI created Sports Illustrated On Campus. myMUZE carried the creative and administrative load, secured licensed content, and constructed a dedicated web site to support the downloads. We also cross We developed a branding program to involve the younger generation for SI On Campus. branded this effort with Nike and Dell. * Reference from sportsillustrated.cnn.com
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MAX SIEGEL
SERVICES FOR MAX SIEGEL: BRAND IDENTITY, DIGITAL BRAND MANAGEMENT, BRAND DEVELOPMENT, BRAND STRATEGY Max L. Siegel is the former President of Global Operations at Dale Earnhardt Inc., one of the top motor sports franchise in NASCAR. As one of the most influential executives in the entertainment and sports industries, Siegel made history as the highest-ranking African American executive in NASCAR.* Siegel now leads NASCAR’s Drive for Diversity program in addition to returning to an Indianapolis law firm to specialize in sports and entertainment.
We worked with Max to establish his personal brand’s differentiating factor from other powerful executives in his field. We wanted to have a clear and distinctive brand that would stand out from all the rest. myMuze ensured that Siegel’s brand identity and online digital brand was distinguished from his competitors and delivered a great experience.
* Reference from maxsiegel.com
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Vertical Stacked Logo
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Horizontal Stacked Logo
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Symbol
NELSON MANDELA IDENTITY
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SIMONE SmALLS PR IDENTITY
cytexone IDENTITY
Rockin’ the vote IDENTITY
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DALE EARNHARDT INCORPORATED
emi music publishing
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creflo dollar ministries
mymuze rockin’ the vote
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THE LOCMAN FUND
THIS IS MY WALK
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OUR BRAnD RELATIONSHIPS
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Contact Us
Let’s explore the possibilities
myMUZE Incorporated 244 Madison Avenue Suite 103 New York, NY 10016 P: 646-417-8115 x703 E: innovation@mymuzeinc.com