The Corey Branding Salon - Design Exchange Boston
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Transcript of The Corey Branding Salon - Design Exchange Boston
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Branding Salon
DxB – 10.10
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AgendaAbout UsBranding 101Corey CriteriaGroup CritiqueThought Sharing
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AboutUs
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Founded in 1983
WHEN
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WHErE
Watertown, MA
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WHAT WE DO
Brand Strategy
Message Strategy
Identity + Print
Digital Communications
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WHO WE DO IT FOr
Technology
Education
Consumer
Healthcare
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Brand-ing 101
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THE WAy COrEy THINkS ABOUT BrAND
Branding is the activity of intentionally shaping the perceptions of your audiences to advance your organization.
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THE WAy COrEy THINkS ABOUT BrAND
BRAND Physical Mental+Name
Tagline
Logo
Color
Benefit
Values
Personality
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THE WAy COrEy THINkS ABOUT BrAND
WHo ARE YoU?Brand Identity
WHAT Do YoU oFFER?Features
WHY SHoUlD I CARE?Benefits
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Business Plan
Sales Objectives
Target Markets
Market Landscape
Competitive Landscape
Brand Strategy
Brand Perception
Brand Architecture
Position
Naming
Messaging Strategy
Execution
Overall Look & Feel
Campaigns
Social Media
Communication Pieces
THE WAy COrEy THINkS ABOUT BrAND
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THE FIVE PS
PoSITIoNThe benefit that sets your brand apart. It is what you want to exist in the minds of the consumers.
PRoMISEThe pledge to customers about the experience.
PERMISSIoNThe scope of the brand – the DO’s and DON’Ts.
PERSoNAlITYThe voice and attitude.
PERMANENCEThe enduring qualities of the brand.
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WINNING BrAND PErSONALITIES
SINCERITYDown-to-Earth, Honest, Welcome, Cheerful
ExCITEMENTDaring, Spirited, Imaginative, Up-to-Date
CoMPETENCEReliable, Intelligent, Successful
SoPHISTICATIoNUpper Class, Charming
RUggEDNESSOutdoorsy, Tough
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BrAND CrITErIA
IS IT RElEvANT?
Matters to customer
IS IT PRoFITABlE?
We can do well
IS IT DEFENSIBlE/
oWNABlE?Competitors
can’t do it well.
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CoreyCriteria
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OUr CrITErIA
STRATEgICESSENTIAlPRACTICAlCoNTExTUAl
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Strategic
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BRAND
IDENTITY
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PUBlIC BRAND
IDE
NT
ITY
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SYMBolIC
CREDIBlE
TIMElESS
STRATEgIC=
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BrAND CrITErIA / STrATEGIC
SYMBolICrepresentative of the brand – either a current reflection or a future vision.
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UNILEVEr
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“The logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits we bring to consumers and the world we operate in.”
UNILEVEr
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UNILEVEr / ICON BrEAk DOWN
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BrAND CrITErIA / CrEDIBLE
CREDIBlEWell designed type and typefaces, considered iconography, and a balanced palette instill trust.
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NEW yOrk PUBLIC LIBrAry
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NEW yOrk PUBLIC LIBrAry / SkETCHES + FF kIEVIT
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STANFOrD
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STANFOrD / CAPITOLIUM NEWS
ABCDEFGHIJKLMNOPQRSTUVWXYZ&abcdefghijklmnopqrstuvwxyzæœß/@Ø(–).:;!?¤¥£§1234567890
c o p y r i g h t © g e r a r d u n g e r 2 0 0 6 c a p i t o l i u m n e w s h e a d l i n e b o l d
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BrAND CrITErIA / STrATEGIC
TIMElESSGood design is timeless, not trendy. Invest in perfection up front.
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TWININGS
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TWInInGS / ORIGInal STOREfROnT, EST. 1706
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TWININGS / PACkAGING
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Essential
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SIMPlE
RElEvANT
UNIqUE
ESSENTIAl=
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BrAND CrITErIA / ESSENTIAL
SIMPlEConveys what is essential to the brand. This is a process of distillation. Be simple, not simplistic.
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CBS
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CBS (BEFOrE)
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CBS APPLICATIONS
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BrAND CrITErIA / BASIC
RElEvANTNeon might not be the best choice for a financial consultancy. But it might. Consider your clients, their goals, and the competitive landscape.
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PWC
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PWC
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PWC COMPETITOrS
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UnileverPWC
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UnileverPWC
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BrAND CrITErIA / BASIC
UNIqUEyour logo has to distinguish itself from the competition. Deviating from the expected can distinguish your brand, but be careful not to lose your identity.
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WHITNEy MUSEUM
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WHITNEy MUSEUM
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WHITNEy MUSEUM
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WHITNEy MUSEUM
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UnileverWHITNEy MUSEUM
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Practical
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ColoR
SIzE
oRIENTATIoN
PRACTICAl=
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ColoRColor can greatly enhance your brand identity. However, it needs to work when only one color is available.
BrAND CrITErIA / PrACTICAL
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UnileverTIFFANy’S
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UnileverTIFFANy’S BLUE
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UnileverTIFFANy’S BLUE
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BrAND CrITErIA / PrACTICAL
SIzEDoes it work on a button? How about a billboard? In the header? as a favicon?
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UnileverPINTErEST
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UnileverPINTErEST
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BrAND CrITErIA / PrACTICAL
oRIENTATIoNyour identity needs to be placed in countless settings. Design multiple lockups with different orientations.
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UNILEVErOCAD
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UnileverOCAD
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OCAD
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OCAD
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UnileverOCAD
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Contextual
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ADAPTABlE
MEMoRABlE
CUlTURAl
CoNTExTUAl=
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BrAND CrITErIA / CONTExTUAL
ADAPTABlEWorks across all types of mediums – from foil stamps to LCD screens.
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Slide TiTle / SecTion
TexT
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UnileverNEW yOrk TIMES
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UnileverNEW yOrk TIMES / HEADQUArTErS
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UnileverNEW yOrk TIMES / PrINT
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UnileverNEW yOrk TIMES / DIGITAL EDITIONS
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UnileverNEW yOrk TIMES / STyLE MAGAzINE
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BrAND CrITErIA / CONTExTUAL
MEMoRABlEConsider clever visual wit – or perhaps just the opposite; a complex or abstract form that requires deeper thinking.
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UnileverMEMOrABLE: CLEVEr LOGOS
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BrAND CrITErIA / CONTExTUAL
CUlTURAl Be culturally sensitive. Consider stereotypes, as well as the meaning of colors and shapes in different cultures.
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UnileverCOLOr SIGNIFICANCEIN VArIOUS CULTUrES
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UnileverCHICAGO BLACkHAWkS/ WASHINGTON rEDSkINS
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UnileverNOTrE DAME“FIGHTING IrISH”
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groupCritique
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ThoughtSharing
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Thanks!