Chapter 2: BrandingIdentity and Image Strategy
Consider:
◦ Tropicana Pure Premium orange juice◦ Gap
How did subtle changes in their brand image touch off protests?
Consumers have deep feelings about brands
A brand, much like a person, has a personality
Strategically planned to gain a positive image in the minds of the public
The company or brand’s presentation of itself
Branding defined
Identity + Image = Reputation
Identity is less fleeting than a brand’s image and harder to shape
Identity leads to image
Name Logo Tagline Color palette Architecture and interior design Sounds
Brand identity elements
The arrow within the logo promotes speed & precision
©2007 FedEx. FedEx service marks used by permission
AFLAC
The name “AFLAC” is more memorable than “American Family Life Insurance Company”
The duck brand icon that quacks “Af-laccck!” makes the name even more memorable
Debbie Garris
“A diamond is forever” (DeBeers)
“Imagination at work” (General Electric)
“American by birth. Rebel by choice” (Harley Davidson)
“We answer to a higher authority” (Hebrew National)
“Nothing runs like a Deere” (John Deere)
“Every kiss begins with Kay” (Kay Jewelers)
What do taglines say about their brands?
Integrated marketing communications (IMC):
◦ A brand must send a unified message through multiple media
◦ Consumers do not distinguish between advertising, public relations or marketing
◦ Consumers view all of a brand’s communication as one flow of media
Projecting a unified message
Briefcase:Txtng & Drivng…It Can Wait
Made a proactive move to convince people not to text and drive
Studies show:◦ People are 23 times more likely to be involved
in an accident when texting and driving◦ Distracted driving is particularly problematic
among teenage drivers◦ Sixteen percent of all distracted driving crashes
involve drivers under 20
AT&T
Features the text messages that were sent or received before someone’s life was altered, or even ended, because of texting and driving
Demonstrates how insignificant a text message is compared to the potentially dire consequences of reading or responding while driving
AT&T’s campaign
Courtesy of AT&T IP Courtesy of AT&T IP
http://www.att.com/gen/press-room?pid=23184
Television spots and videos
“We didn’t have our ‘Aha!’ moment until we asked one of our focus groups to take out their devices and read the last text they received.
When we asked if that particular message was worth the potential risk of reading while driving at 65 mph, you could have heard a pin drop.
That’s when we realized the message ‘it can wait’ was effective in educating consumers about the dangers of texting while driving.”
Cathy Coughlin, senior executive vice president and global marketing officer for AT&T
Inspiration for the campaign
Distributed to schools, safety organizations, and government agencies via YouTube channel
3 million views http://www.att.com/gen/press-room?pid=2
3184
Last Text Documentary
Awareness of the It Can Wait message increased 26 percent during the campaign
One-in-three people isaid that texting while driving messages have an impact on their driving habits
More than 1.2 million no-texting-while-driving pledges were made at ItCanWait.com and through Facebook, Twitter, live events and text-to-pledge initiatives
Source: http://www.att.com/gen/press-room?pid=23656&cdvn=news&newsarticleid=35921&mapcode=txting_can_wait|att_ces_2012
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