Branding – What’s the Message?
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Transcript of Branding – What’s the Message?
OverviewOverview
BrandingBranding: burning an image into the : burning an image into the consumer’s mind.consumer’s mind.
Logos and ImagesLogos and Images SlogansSlogans MascotsMascots Spokespeople – endorsementsSpokespeople – endorsements VoicesVoices Strategic PartnershipsStrategic Partnerships Use of special guest appearancesUse of special guest appearances
General Rules for a General Rules for a Successful LogoSuccessful Logo
It is usually:It is usually: very simple in design (simple drawing very simple in design (simple drawing
or symbol is used)or symbol is used) easy to understand, even at a distanceeasy to understand, even at a distance one or two colorsone or two colors presented in a simple way and is easy to presented in a simple way and is easy to
readread
LogoDesignGuru.comLogoDesignGuru.com
Symbol that represents a product or Symbol that represents a product or company.company.
Can benefit the company. Can benefit the company. Represents a company's personality and Represents a company's personality and
worth. worth. Its uniqueness provides a great advantage to Its uniqueness provides a great advantage to
your product if it is recognizable (vs. your product if it is recognizable (vs. competition)competition)
Pepsi logo no longer needs to be accompanied Pepsi logo no longer needs to be accompanied by its name; the symbol says it all. by its name; the symbol says it all.
Other LogosOther Logos
Can you name some other Can you name some other recognizable logos?recognizable logos?
Why are some easier to remember Why are some easier to remember than others?than others?
Slogans or TaglinesSlogans or Taglines
When a brand’s advertising is:When a brand’s advertising is: Changed (America Runs on Dunkin)Changed (America Runs on Dunkin) Undergoes new thinking (I’m Lovin It)Undergoes new thinking (I’m Lovin It) Introducing new products or services Introducing new products or services
(Moving Forward)(Moving Forward)
Slogans Quiz Slogans Quiz 77
Betcha can't eat just oneBetcha can't eat just one An American RevolutionAn American Revolution Drivers wantedDrivers wanted Breakfast of championsBreakfast of champions Born from jetsBorn from jets Just Do ItJust Do It Ultimate Driving MachineUltimate Driving Machine
More SlogansMore Slogans
Can you name other slogans?Can you name other slogans? Why are some so easy to remember?Why are some so easy to remember?
Mascots Mascots 55
Why do some organizations have a Why do some organizations have a mascot?mascot?
Advantages and disadvantagesAdvantages and disadvantages Does HHS?Does HHS? If you could change Hingham – what If you could change Hingham – what
would it be and why?would it be and why? Other schools and their meaning? Is it Other schools and their meaning? Is it
related to their identities? Brockton related to their identities? Brockton Boxers?Boxers?
HalftimeHalftime
Best wishes for a Best wishes for a wonderful day for all wonderful day for all of you at HHS.of you at HHS.
Other MascotsOther Mascots
Can you name other mascots used Can you name other mascots used by companies or organizations?by companies or organizations?
Are they effective? Why or why not?Are they effective? Why or why not?
Spokespeople/Spokespeople/EndorsementsEndorsements
Why do businesses or organizations enlist Why do businesses or organizations enlist individuals to serve as “official spokesperson” for individuals to serve as “official spokesperson” for them?them?
Create a positive associationCreate a positive association Curt Schilling – Ford Motor Corp. (What words Curt Schilling – Ford Motor Corp. (What words
would you use to describe Schilling?)would you use to describe Schilling?) Pepsi - Reggie Bush and Jeff GordonPepsi - Reggie Bush and Jeff Gordon Revlon – Halle BerryRevlon – Halle Berry Michael Vick - Nike & Coca Cola (need to Michael Vick - Nike & Coca Cola (need to
disassociate)disassociate) Can you name any others?Can you name any others?
Just think – if you Just think – if you lived here you’d be lived here you’d be home right now.home right now.
VoicesVoices
What’s the impact of specific voices What’s the impact of specific voices on commercials? on commercials?
Gene Hackman – Delta Airlines & Gene Hackman – Delta Airlines & LowesLowes
James Earl Jones – VerizonJames Earl Jones – Verizon Kate Walsh – CadillacKate Walsh – Cadillac Can you name any others where you Can you name any others where you
know the voice, never see the person know the voice, never see the person and they’re not named?and they’re not named?
Strategic PartnershipsStrategic Partnerships
Pepsi & NFLPepsi & NFL Dunkin Donuts and NE PatriotsDunkin Donuts and NE Patriots McDonalds and DisneyMcDonalds and Disney Nike and Apple hereNike and Apple here Any local ones? Potential ones? Why?Any local ones? Potential ones? Why?
Need to disassociate? (Ford and Need to disassociate? (Ford and Firestone Tires)Firestone Tires)
Special Guest Special Guest AppearancesAppearances
Who’s seen a famous person Who’s seen a famous person (musician, celebrity, athlete) (musician, celebrity, athlete) somewhere and remember the somewhere and remember the person and location? person and location?
The location becomes part of the The location becomes part of the experience.experience.
Who would you have suggested for Who would you have suggested for the Grand Opening of Barnes and the Grand Opening of Barnes and Nobles at Derby St. Shoppes? Why?Nobles at Derby St. Shoppes? Why?
ConclusionConclusion
Importance of building a brand Importance of building a brand identity.identity.
Connecting, associating, Connecting, associating, communicating a message – a way of communicating a message – a way of life – to an audience.life – to an audience.
What is branding and why is What is branding and why is branding important?branding important?
Small Group ActivitySmall Group Activity
20 minutes: Each group will create a 20 minutes: Each group will create a “brand” for two local businesses by “brand” for two local businesses by choosing a spokesperson/mascot, slogan choosing a spokesperson/mascot, slogan and logo for:and logo for:
Either Crowe Point Pizza or Atlantic Either Crowe Point Pizza or Atlantic Bagel AND a local business of your choiceBagel AND a local business of your choice
Be prepared to describe your decisions and Be prepared to describe your decisions and specifically what message you’re sending specifically what message you’re sending to your audience. (Hint – start with your to your audience. (Hint – start with your message first)message first)