• H U N T E R
C A T T L E •
BRANDING • H A N D B O O K •
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A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. Marty Neumeier
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INTRODUCTION TO BRANDING
Everyone has a brand. From individuals to multi-national corporations, from charities to gangs, from restaurants to farms, everyone has a reputation that inspires some feelings in others. The management of this perception and the creation of ideal perceptions, ones that align with our internal desires and goals, is a critical component of company growth and sustainable success. Brand is not just about customer service and quality products, though both are important elements. Brand is the sum of all interactions with everyone. That includes customers, clients, partners, and staff. Every contact with a potential customer creates an impression, which in turn reflects on the brand image. These impressions form the reputation of a company. On the following pages, the branding process used to evaluate and define Hunter Cattle as a brand is broken down into simple building blocks. These components can be understood separately, but come together to form a complete picture of the company.
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BRAND STRUCTURE
Brand is about relationships. It is about the way that people interact with each other, spaces, and services; the push and pull between expectations, needs, and capabilities. The essence of a brand is formed through the connection between people’s motivations and the business’ response. As a family farm, Hunter Cattle is built on a relational model; connecting with likeminded companies and community members through participation in farmer’s markets and other outreach efforts. As we unpack what it means to shepherd and develop a brand, it is important to recognize that the relationships are what really matter. Expression of those relationships, in the way that they are exposed to the outside world, is of equal importance to the relationships themselves. There are three simple elements that formulate the essence of brand creation, and these core elements DNA, Personality, and Brandscape will guide the rest of this document.
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BRAND STRUCTURE
Driving Forces
Attributes
Company Heritage
Competitor’s Analysis
Mission and Vision
Brand Personality
Brand DNA
Brandscape
USP
Brand Personality Assesment
Personality Archetypes Personality Analysis
Brand Voice
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Brand DNA The first step of the branding process is aimed to define and express the core values of the company. Defining the Brand DNA provides the foundation while creating a nucleus from which all else builds upon.
Driving Forces
Attributes
Company Heritage
Mission and Vision
Brand DNA
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BRAND DNA
Brand Origins & Heritage Alarmed by trends in commercial food production, the
drive grass-fed beef, free range chicken, pastured pork,
Ferguson family transformed their lives by creating a farm
and other products into the local community.
dedicated to sustainable and humane agricultural prac-
Hunter Cattle farm produces a range of products that
tices. This focus quickly attracted the attention of friends,
meet both environmental, health and social demands. The
neighbors and the community who shared the Fergusons’
Ferguson family welcomes the community to experience
concerns about the impact of grain-fed meat on animals,
their family farm lifestyle and join in their mission to pro-
the environment and people. The farm continues to grow
mote healthy living and food through ease-of-access and
by partnering with local restaurants and businesses to
example.
Del Ferguson
Debra Ferguson
Kristan Fretwell
Anthony Ferguson
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BRAND DNA
Driving Forces Hunter Cattle was founded on the relational values of
and presented is vital to a successful enterprise. Using a
a caring family. Through trial and error and burgeoning
framework developed by Marty Neumeier, these forces
experience, the farm has been able to create and nur-
have been broken into three essential components: focus,
ture a superior product that is both humane and environ-
difference, and trend.
mentally sensitive. While many elements of the farm’s existence and subsistence exist for practical need-based
Isolating and segmenting these external agents allows
reasons, it is important to note that they are also a part
for an evaluation of what they are about (focus), what
of a set of growing social trends, and that the recognition
makes them important and unique when compared to
and exploitation of these trends can help to drive sus-
other forces (difference) and how they directly impact
tainable business practices.
Hunter Cattle’s decision making process, both internally and externally.
An awareness of external forces and the impact that these forces have on the way that business is conducted
Local
Animal Welfare
Sustainable Agriculture
Family-run Business
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BRAND DNA
f: focus
d: difference
t: trend
Local f
Sustainable Agriculture
Regional system for food production and distribution within
f Integrated production system which practices are respon-
a reach that considers resources, distances, markets, and
sible with natural and human resources. Three goals are
consumers.
integrated in the practices: environmental health, economic profitability, and social equity.
d
Its goals are towards community sustainability. d Sustainable livestock farming based on a pastured system
t
Consumers value a better understanding of the source of
allows animals to eat what they are naturally supposed to,
their food products, and a connection with the producers
which improves animal welfare, and benefits the environ-
of those goods.
ment by letting the animal feed itself and spread its manure.
Animal Welfare f
t The food movement, as a series of organized small mobi-
Measures on-farm operations that consider physical and
lizations is centered in pleasure and health, and moves
psychological well-being of animals in their raising meth-
towards achieving environmental goals.
ods from birth to slaughter.
Family-run Business d
Animals are raised outdoors on pasture, their diet corresponds to healthy growth goals and their lives are not lim-
f Family-run organizations and businesses create value that
directly contributes to the well-being of the family.
ited to time spent at the farm. d In this type of company, the customer can establish a close t
Public opposition to commercial methods like battery cage
relationship based on trust. Interactions are very personal,
raised chickens is on the rise. Organizations and public
which adds value to the customer experience.
opinion agree on eliminating cruel practices exercised in the name of more efficient production.
t Businesses want to build closer relationships with con-
sumers. While these relationships are based on trust, the value is created through each intimate experience. 11
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BRAND DNA
Brand Attributes Hunter Cattle thrives on building community through their family values by emphasizing health, environment, and education. These values can be expressed into brand attributes that will serve as brand pillars. These attributes are divided into rational and emotional. Relational
Fair
To do business with Hunter Cattle is to be friends with
Hunter Cattle Farm gives the best care to the animals
them. From interactions with new visitors to the farm
they raise and this is expressed in the quality of the
to business relationships with local restaurants or dis-
products they offer to the community.
tributors, personal relationships and interactions are incredibly important to the culture of Hunter Cattle.
Caring
Authentic
the food the family was consuming, and extended that
In a world marked by fast and processed foods shipped
care to the community and the animals. From the way
around the world, in a society that lives on imported pro-
the animals are treated to the promise that nothing arti-
duce and meats, Hunter Cattle recalls the way that things
ficial is involved in the creation of their products, Hunter
used to be–local, native, fresh, and natural. This back-to-
Cattle’s sense of caring for the well-being of their cus-
basics mentality is reflected in the authenticity and trans-
tomers and animals is deep-seated.
parency with which day-to-day affairs are conducted, both on and off the farm.
Emotional
Rational
It is that simple. Hunter Cattle started by caring about
Enabling The best motives and practices in the world are lost if
Attentive
there isn’t an opportunity for others to become part of
Driven by their relational nature, Hunter Cattle is con-
the story. Enabling local community members and busi-
stantly reacting to the needs of their clients and cus-
nesses to have access to both authentically cared for
tomers, doing everything in their power to ensure that
livestock and the education that surrounds these inten-
orders are fulfilled, and that guests leave the farm edu-
tional consumer practices is a critical part of the Hunter
cated about the Hunter Cattle difference.
Cattle mandate.
Relational
Authentic
Attentive
Fair
Caring
Enabling
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BRAND DNA
Rational
Relational
Authentic
Attentive
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BRAND DNA
Emotional
Fair
Caring
Enabling
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Brand Attributes Mission Hunter Cattle exists to be an advocate for healthy living through authentic animal husbandry and environmentally sensitive agricultural practices. By serving as a beacon for the promotion of healthy living, Hunter Cattle can build a strong network of like-minded businesses and community members, diffusing the farm’s beliefs and practices into common usage and valuation. Vision Hunter Cattle’s vision is to drive transparent and open business practices in order to translate their honest and authentic beliefs about food and responsibility into sustainable community value.
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Brand Personality Brand Personality
Brand Personality Assesment
Personality Archetypes Personality Analysis
Brand Voice
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BRAND PERSONALITY
Brand personality builds upon the brand DNA by attributing a series of human characteristics to a brand. Personifying the brand allows for an easier understanding of the nature of the brand through metaphors. A brand is useless if it doesn’t empathize with its users. By personifying the idea of a brand, we enable empathy for the customer through customer-facing communications and allow the customer to easily engage with the company. Formulating a brand personality also creates a decision-making platform by establishing a set of metrics that strategic decisions can be evaluated against.
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BRAND PERSONALITY
Personality Archetypes An archetype is a generic personality built on classic
To define the appropriate archetypes for Hunter Cattle
behaviors and motivations. Borrowed from literature,
we conducted an exercise of mapping Hunter Cattle attri-
archetypes allow brand owners to quickly get a feel for
butes into a matrix that has fifteen classic archetypes
the way their brand relates to the world, what its moti-
proven to translate into branding in compelling ways.
vations are, and how it behaves in times of conflict; all traditional elements of engaging storytelling.
No brand is ever fully one archetype, but instead is an amalgamation of multiple archetypes, each to varying
By using archetypes that are culturally familiar (the Hero,
degrees (which can be given percentages and weights).
the Peacemaker, etc.), we pave the way for communicat-
The same is true of Hunter Cattle. The primary archetype
ing the brand essence to a broader audience and aligning
for Hunter Cattle is the Nurturer, followed by Guardian
all the brand assets in a single direction.
and Companion. SAGE
Brand Attributes
CREATOR Creation Creative Original Artistic Expressive New Beginning Imagination Inspiration
Relational
Wisdom Knowledge Destiny Asceticism Scholar Enlightenment Intellectual Deep Profound Spiritual
GUARDIAN Protection Control Mentoring Organized Systematic Conservative
Authentic
Caring Enabling
15% 70%
15% Supply Nurture Belonging Nourishment Motherly Compassionate Generous
NURTURER
Changing Empowerment Miracle
JESTER Delight Evolving Tactful
Clever Gift Magical
WARRIOR Power Courage Fight Victory Triumph Conquest Strength Strong Tough Manly
RULER Control Authority Order Rule Role Model Responsibility Indisputable
Attentive Fair
MAGICIAN Calm Brilliant Isolated Scientific
Witty Humorous Energetic
EXPLORER Brave Forceful Aggressive
Self Confident Enthusiastic Learning
HERO Believe Vision Immortality Legend Majesty Superiority Noble Victor
Intelligent Extraordinary Honorable Transcendence Righteous Capable Distinctive Obsessive
Soft Cherishable Affection Tender
Fair Decisive Majestic Leading
INNOCENT Virginity Purity Clean Simple
Gentleness Sincere Incomplex Unselfish
Frankness Optimistic Lively Innocence
Discovery Self- Discovery Trial Freedom Quest Challenge Free Independent Adventurous
LOVER Love Romantic Glamour Beauty Aesthetic Intimacy Graceful
Creative Action Fun Teasing Surprise Original Imaginative Irreverent Youthful Eccentric
15 Archetypes Brand Myth
SEDUCER Pleasure Sensuality Passion Charm Sexy Desirable Tempting Indulgence
Friendship Help Association Trust Empathy Sociability Support
Comforting Caring Relaxed
REGULAR GUY Belong Blend Fit in Realistic Empathetic Easy Going Friendly Willing to be abused in order to be one of a gang
COMPANION
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BRAND PERSONALITY
Once the constituents archetypes have been identified and blended,
Brand Personality Analysis
their implications, in terms of actions and behaviors can be used to help outline the brand scope and guidelines.
70%
Nurturer
Foundation and reference to align
15%
Guardian
brand activities and behaviors to
15%
Companion
build brand value
Nurturer Behaviors
Attitudes
Companion
Guardian
helps
cares
acts
co-works
educates
advocates
complements
provides
vindicates
guides
fosters
sheperds
is a friend
is kind
is strong
is an ally
is warm
is always there
is available
is generous
is organized
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Brand Personality Story Tale
Hunter Cattle is like a modern young mom who cares for and protects her children. This care and protection is not stifling or constricting, but freeing, connective and honest. Her relationships are deep-rooted, genuine, and friendly. She believes that good nutrition is the base for happy children. She wants her children to be able to make informed and conscious decisions, and to recognize that they don’t live in isolation, but in community. Her goal is independence: freedom from the restriction of the way things are, and a drive to constantly search for the way they should be. Her dream is to raise healthy and happy children, and to enjoy her relationships with them as they grow and discover together.
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BRAND PERSONALITY
Brand Personality as an Evaluation Tool All of these personality-creation exercises are valuable
way that Hunter Cattle carries out their day-to-day work
from an understanding perspective, but they are worth-
and assists strategic decision-making. The below exam-
less if inactionable. It is important to take the concept of
ples show a series of questions that act as a guide for how
the archetype and translate it into tools that impact the
to use the archetypes for evaluating opportunities.
Business Development | A new partner
Product Offering | A new product
Company Image | A new blog post
Nurturer
Nurturer
Nurturer
• Is this business decision
• Is HC providing education on the
• Through this information is
fostering strong relationships
appropriate use of the product?
HC showing its involvement in
with the customers?
• How is this product fostering the
education efforts?
understanding about the value of Companion
HC’s mission?
Companion
• Do the values of this new
Companion
• Can the customer use the
partner complement HC mission
information to guide their
and vision?
• Does the product complement other
• Is the role of HC clear in this
HC offerings?
new relationship?
• How can the new product help spread the value of previous or new
Guardian
offerings?
decisions about HC products? Guardian • Is this information supporting and validating the value of HC
• Can HC advocate its values
Guardian
offering?
through/with this partner? • Does the product support the values of HC through its proposition? 22
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BRAND PERSONALITY
Brand Voice Language carries both incredible potential and responsi-
The tone of voice is a direct reflection of the attributes of
bility. It can distance, or draw in. It can promote, or detract.
the brand– relational, authentic, attentive, fair, caring, and
It can create friends and relationships. It can communi-
enabling.
cate, or confuse. Because of this potential, and the implication couched around language, it is vital that Hunter
Every communication is an opportunity to drive under-
Cattle carries a consistent tone of voice throughout their
standing of the brand; whether it’s an email, a poster, a
communications.
blog post, or tour and event. Because of the significance of these opportunities, it’s important to remember the core
The communication with customers (both clients and
elements of the brand tone, and be mindful of these ele-
direct) is the primary way Hunter Cattle is known in the
ments in any format.
community. If one tone of voice is used in one channel, and a different one in another, they cancel each other out leaving the customer confused about the message.
Hunter Cattle’s voice is defined by the following characteristics:
•
A friend offering advice
•
Honest and matter-of-fact
•
First person only
•
As a part of the family; an equal
•
Simple vocabulary
•
Never assuming people know the terminology
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BRAND PERSONALITY
Brand Personality Assesment Until now, we’ve been able to understand Hunter Cattle’s
that shows a comprehensive range of personality traits
ideal brand, how it behaves, what its character is, and
and comparing it against the “desired” brand personality.
how we can describe and foster it. Now we need to examine how this ideal brand matches up to the existing brand
Hunter Cattle’s positioning was informed by the research,
through an audit. This auditing process was accomplished
observation and analysis the team had conducted on
by mapping the current brand personality into a matrix
Hunter Cattle’s business.
Personality Traits 3 ROMANTIC
pretty cute
NATURAL
generous
childlike
pleasant
cheerful happy
restful
domestic
dry
bright
genial and elegant
merry
delicious
3
tropical
2
abundant rich
lively hot
brilliant fascinating
substantial aromatic
provocative vigorous
glossy
interesting mysterious
alluring provincial
gorgeous
decorative
complex
striking
traditional
wild ethnic
classic
conservative
CLASSIC
ETHNIC (WILD)
old-fashioned
2
dapper
elaborate heavy and deep
DANDY
3
Weak Visual Presentation
Enduring Visuals
Industry Newbie
Field Knowledge
Improvised Reactions
Structured & Organized Actions
sharp
masculine sublime
precious
MODERN
earnest proper metallic
solemn majestic dignified
strong and robust sturdy
exact rational
formal
practical sound
robust untamed
placid
modern
cultivated precise
eminent
aristocratic
Consolidated Brand Speech
distinguished
diligent subtle and mysterious
bitter
3 progressive
intellectual
sober
quiet and sophisticated
Disperate Brand Speech
agile
urban composed
stylish
tasteful
mellow
luxurious
Explicit Information
speedy
2
quiet
CHIC
elegant
western sporty
chic noble and elegant Japanese
rustic
extravagant
active intense
1
mature
forceful bold dynamic and active
1
simple, quiet
smart
polished
subtle
modest
simple
young
NEAT CASUAL
refined
0
GORGEOUS
DYNAMIC
fiery
1
Implicit Information
clean and fresh
noble
fashionable
ELEGANT
Informed Casual
refreshing
steady
sedate
calm
nostalgic
colorful vivid
crystalline youthful
sleek pure and elegant
graceful
amusing
Too Casual
CLEAR
fresh
simple and appealing
elegant
Tomorrow
clean
pure and simple
tranquil
delicate
1
mild
Today
pure
natural
emotional
open
clear fresh and young
plain
feminine cultured
tender
neat
light dreamy
wholesome peaceful
smooth
friendly
dazzling
flamboyant
2
free sweet-sour
healthy
lighthearted
festive enjoyable
showy
romantic
amiable innocent agreeable to the touch supple sweet and dreamy sunny gentle intimate citrus
PRETTY
CASUAL
soft
charming
sweet
FORMAL authoritative
serious
Source: Shigenobu Kobayashi “Color image scale” (1992) Publisher: Kodasha, USA
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Brandscape The final dimension of the branding process, Brandscape, is used to gain an understanding of market and competitor characteristics. This dimension creates awareness within market niches, leading to more intentional business decisions.
Competitor’s Analysis
Brandscape
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BRANDSCAPE
Competitors Analysis Every organization has competitors. They can be tangential,
customers and market value. One tool uses four important
negligible, strong, weak, indifferent, or even friendly, but
organizing elements for comparision while the second tool
they exist, and acknowledging the existence of competition
uses the five Ps.
is something every business must do. Tools can be used to
From these comparisons, potential opportunities to shift
rationally plot and compare HC to those who have shared Hunter Cattle
HC to a strong market position can be identified.
Georgia Buffalo Revival Foods Savannah River Farms
Hunter Cattle
__
Georgia Buffalo
_
o
+
Revival Foods
++
Market Placement
Savannah River Farms
In brand
Off brand
__
_
o
+
++
Service Variety
Focused Services Off brand
Market Placement
Diverse In brand Services
Quality Perception
Lower Focused Quality
Service Variety
Services
Weak Visual Communication
Higher QualityDiverse
Services
Presentation Emphasis
Quality Perception
Lower Quality
Strong Visual Communication Higher
Quality 27
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Weak Visual Communication
Presentation Emphasis
Strong Visual Communication
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BRANDSCAPE
Product
Price
Place
Beef, Pork, Poultry, Sausage, Eggs,
$$$
Farm, Moo Ma’s Store, Farmer’s Market, Restaurants, Local Grocery
Barn Loft, Tours, Parties, Events, Publication, Website, Recipe (web), Social Media
Beef, Pork, Poultry, Sausage, Lamb
$$
Farm Farmer’s Market Restaurants
Web Site, Brochure, Social Media, Speak to customer directly
Farm, Farmer’s market, Delivery to near by store
Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition
Bison Meat
Beef, Pork, Lamb Sausage, Poultry
Lower than HC
$$$$
higher than HC
$$
lower that HC
Beef, Poultry, Eggs
$$$
Equal to HC
Green Truck Pub Heirloom Book Company, and online
National, Regional Sales, Gourmet, Restaurant, National distributors
Promotion
Websites, Packaging, Press, events
Website, Visits, Press
People Ferguson family
Ben and Kellie Deen,
Troy Bivens
Bradley Taylor and Cat Compton
Harris family
This competitor is used as a reference for best practices.
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BRANDSCAPE
Hunter Cattle must address the competition which is inherently present in all segments of their offering
Product
Hunter Cattle
Beef, Pork, Poultry, Sausage, Eggs,
Georgia Buffalo Revival Foods
Service Variety
Focused Services
Beef, Pork, Poultry, Sausage, Lamb
Savannah River Farms
__
Bison Meat
Off brand
Beef, Pork, Lamb Sausage, Poultry
Beef, Poultry, Eggs
_
o
Diverse Services
+
++
Integrate in the HC brand discourse highlights about the eleIn brand different from the competiments that make their products tion and the variety offered by HC which puts it on top of other local offering.
Market Placement
Service Variety
Focused Services
Diverse Services
Quality Perception
Lower Quality
Price
Hunter Cattle offers a higherHigher quality product for a higher price. Quality
$$$
Quality Perception
Weak Visual Communication
$$
Lower than HC
Presentation Emphasis Lower Quality
Strong Visual Communication
Higher Quality
$$$$
higher than HC
$$
lower that HC
$$$
Communicate the differentiation of the product through written and visual explanation as quality and price is tied to how the product looks.
Equal to Hunter Cattle
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BRANDSCAPE
Place Farm, Moma Store, Farmer’s Market, Restaurants, Local Grocery
Hunter Cattle products are not just meat, they also represent family and farming values.
Farm, Farmer’s market, Delivery to near by store
Green Truck Pub Heirloom Book Company, and online
National, Regional Sales, Gourmet, Restaurant, National distributors
Promotion
In brand
Off brand
Savannah River Farms
_ Hunter Cattle products represent what the brands stands for and so should the locations where it is sold at. Different business partnerships require more or less branding efforts according to what the customer reach might become. When adding a new market place consider customer segmentation to determine the appropriate approach.
Product packaging currently does not reflect Hunter Cattle values
Barn Loft, Tours, Parties, Events, Publication, Website, Recipe (web), Social Media Web Site, Brochure, Social Media, Speak to customer directly
Georgia Buffalo Revival Foods
Market Placement Farm Farmer’s Market Restaurants
Hunter Cattle
Weak Visual Communication
Presentation Emphasis
Strong Visual Communication
Off brand
Focused Services
Lower Quality
Weak Visual Communication
Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition
Websites, Packaging, Press, events
Hunter Cattle should express in all their channels the value of their products through all channels so there is a reason behind the price.
Website, Visits, Press
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Unique Selling proposition for Hunter Cattle Company Hunter Cattle is the local family-owned farm that by a responsive attitude shares a sustainable lifestyle with the local community in Georgia; in an era where fast food and industrial food production is affecting people’s wellbeing.
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CONTENT CREATED, DEVELOPED AND COMPILED BY:
DMGT 720 Spring 2013 Design Innovation Development and Marketing Strategies
Atthaves Borriraklert Laura Campos Michael Denman Phillip Evans Alexandra Jackson Liu Xin
Carol Lora JaKenna Martin Priscila Mendoza Mariana Ortiz Reyes Lauren Peters Diane Seaver
Bhavika Shah Sun Tianjie Nathan Sundberg Wang You Zhang Haoting Professor Verena Paepcke-Hjeltness
Courtesy of the School of Design Savannah College of Art and Design 34
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