Branding exam 3

Brand signature construction and its importance in the designing identity process

(formal relationship between logotype and a symbol) best signatures have isolation zones to protect their presence --company may need numerous signatures in different sizes for different applications --may need to restart identity design if signature look does not work or modify design/concept if it does not go well with the signature --usually one of the first elements to be finalized bc used across so many touchpoints

Why packaging is such a critical part of the branding process

--ONLY MEDIUM EXPERIENCED 100% BY CUSTOMERS (and one-on-one) --CONSUMERS MAKE DECISIONS ABOUT WHAT TO PURCHASE IN SECONDS --Packaging success can boost sales or failure can tank them --Shelf = most competitive marketing environment in existence

Characteristics of different types of content strategies

--Original content strategy: content that you generate --Curated content strategy: aggregate best content from other sources. (Evaluate which tools will help leverage your brand voice and drive user engagement) --Evergreen content strategy: testimonials, case studies, FAQs that don't need updating --Sponsored content strategy: content you create and get credit for on another brand's channel --User-generated content/UGC: submissions from customers goals: drive brand awareness, fuel sharing, invite customer participation, Provoke curiosity, Add value: be useful, Build affinity and trust, Spark the conversation, Make the customer a hero and a brand builder, Increase conversion rates, Engage employees as brand ambassadors

Factors that contribute to successful stakeholder interviews

--build trust --do not provide questions in advance (more spontaneous) --record interview (eye contact) -- do it face-to-face --tell them to be brief and succinct --read through baseline company info before doing the interview -- create interview list together w/ client

nizuc resort and spa branding goals

-Create a luxury lifestyle brand with a soul -Distinguish nizuc from other world-class luxury destinations -Attract world's best architectural, culinary, spa, and hotel partners* -Create launch campaign translated to bookings

city of melbourne branding goals

-Develop a cohesive brand strategy and identity system -Identify and articulate a core brand idea -Instill a sense of pride -Establish insights into the needs of a global audience -Improve cost-effectiveness of managing the brand

Key challenges associated with naming

-must judge names against positioning and branding goals, performance criteria, availability within a sector -name = asset and needs to help communicate something specific about the brand -think about future brand extensions, global understanding of name, etc. -make sure the name is available legally and can be trademarked

Key factors to consider when evaluating a new visual identity

1. Is it appropriate? Does it feel right for the brand? 2. Is it distinctive? Does it stand out? Is it easy to remember? 3. Is it simple? Can it work in all formats?

Role of usability testing and prototyping in branding

usability testing: used to develop and refine new/existing products based on live consumer experiences w/ product and its strengths/weakness... benefit: makes end user's needs central to product development process rather than afterthought can isolate design flaws before releasing product extended to any part of the customer experience, purchasing, delivery, and customer service process: develop test plan, set up environment, find/pick participants, prepare test materials, conduct test sessions, analyze data, report findings prototyping: test design prior to fabrication, minimizes risk by simulating reality before putting a product in market

key brand elements that are explored during the designing identity process

what do these elements communicate about the brand color palette typography imagery package design website content

brand strategy process

A informed, long-term, unifying idea (or direction) around which all behaviors, actions, and communications are aligned. -- an informed "plan of action" --about synthesizing data, and determining the best direction for your brand narrow focus: brand positioning --> big idea and brand brief

brand touchpoints

Any location where your customer will interact or be exposed to your brand. •Brand touchpoints are where the unique visual language created for your new brand identity is finally expressed to consumers. •Brand touchpoints exist before, during, and after purchase.

ALCU branding goals

Branding goals: Create a unified image for the entire organization Develop an integrated, sustainable, and meaningful identity system Connect the org to ideas and ideals Differentiate from other public advocacy groups Facilitate consistent communications

boy scouts of america branding goals

Design an exhibition program and experience Make learning an adventure Immerse scouts in the concept of sustainability Deliver information in a surprising and unexpected way

linkedin china branding goals

Establish simple, easy-to-read, memorable chinese name that maintains phonetic link w/ linkedin Ensure name is appealing linguistically and can be trademarked Build on existing global brand equity and meaning while exploring china-specific positioning and attributes Integrate chinese brand name into brand signature Coordinate research and implementation

Pitney Bowes branding goals

Redefine the business category and brand strategy Create pull from buyers and partners Modernize the visual identity and refresh the tone of voice Rally employees around the new brand Demonstrate clearly how the brand delivers on its promise

secondary vs primary research

Secondary research: existing information or data that has been previously collected by someone else Company data, consumer data, social media data, market/industry data, product analysis, competitive analysis, previous advertising/branding communication Primary research: original information or data collected by you or your team --Qualitative focus groups --Qualitative one-on-one interviews --Quantitative surveys/questionnaires --Mystery shopping --Ethnography --Can be exploratory in nature or very data-driven --**Researcher is responsible for recruiting the right people and asking the right questions

Detailed understanding of the 5-Step Branding Process

Step 1: conducting research --clarify goals, vision, values, strategies --What information do we need to know in order to solve the business challenge at hand? Conduct marketing, competitive, technology, legal, message, brand audits --Secondary research - existing data •Target audience research - (demographics, psychographics, etc.) •Brand audit •Marketing audit •Competitive audit •Language audit •Primary research - original/new data •Target audience research - (focus groups, one-on-one interviews, surveys, etc.) •Stakeholder research (top management, etc) •Usability research •Prototyping research --Evaluate existing brands and brand architecture Step 2: clarifying strategy --What long-term, unifying idea should be the anchor for all communications --create brand attributes --positioning platform --Write a brand brief ---Brand brief represents new strategic direction for the brand -- develop key messages --See how the designer uses the brief to inspire new design thinking --clarify brand strategy --create naming strategy --write a creative brief Step 3: designing identity --What creative design solutions will effectively communicate the intended meaning of the brand? ---Prototyping (test what you have on a small-scale, like a/b or beta test. Helpful in finalizing a new branding identity) --brainstorm big idea --design brand identity system --explore key applications --finalize brand architecture --present visual strategy Step 4: creating touchpoints --what specific identity and content pieces need to be created? --How can we ensure these pieces are effectively working together to achieve the business goal? --Prioritize and design applications --develop system --apply brand architecture Step 5: managing assets --What steps need to be taken to ensure new brand identity is embraced internally/externally and used as intended moving forward? --Developing a launch plan, launch internally first --standards and guidelines --brand champions

trial applications and their importance

choose a group of real applications to test the viability of concepts to work within a system --see identity the way a consumer would see it and how it will take them into future --testing concepts on applications like a smartphone/homepage/letterhead to see flexibility of brand identity (brand identity design testing)

core values versus core purpose

core values: Deeply ingrained principles (highest priorities) that define the brand's culture •"cornerstone" words or short phrases •Can provide a strategic anchor that differentiates the brand core purpose: explains why the brand exists beyond making a profit

PNC branding goals

manage signage conversion for 26,000 signs Coordinate conversion with 1,640 facilities Create a multi-team task force Evaluate suppliers and subcontractors Maintain quality, cost-control, schedule

qualitative vs quantitative research

qualitative research: exploratory, non-numerical research that seeks to UNDERSTAND PEOPLE •How people think, and why?•How people behave, and why? quantitative research -Typically, early in the research process •Helps you better understand the the meaning behind answers•Helps you develop initial ideas or brainstorm potential solutions quantitative research: Uses numerical data that can be transformed into STATISTICS TO DESCRIBE PEOPLE •# of people buying your product •# of people that agree/disagree with a specific statement •Rigorous, rigid, step-by-step research process that attempts to replicate testing conditions with a large sample •Judgment of researcher is eliminated in favor of hard numbers •Results CAN BE PROJECTABLE onto a larger population (if done correctly) •Typically towards the middle to end of the research process •Helps you gather reliable or consistent data •Helps you test or validate whether your ideas are working with a large sample

Become an Ex case study research

qualitative secondary research for understanding the brand -brand architecture of truth initiative (umbrella brand with two sub-brands) •Look for data that can help address the challenge at hand. •Largest non-profit anti-smoking group•Funded by lawsuit against big tobacco •Dedicated to sharing the facts about smoking -numerous corporate sponsorships (KEY TAKEAWAY: Any creative solution MUST work with partners orgs) understanding the client's communications brand audit/communications audit -historic tv adv (about health consequences of cigs) and recent tv/video/social adv -print and digital (frame ingredients as gross) -activation campaigns w/ young teens --client's anti-smoking communication is youth oriented and edgy. competitive audit (understand what they are doing) --nonprofits like the real cost, CDC/gov using shock --for-profits message geared towards those who actively want to try to quit target audience QUANTITATIVE secondary research •Only 5% of those who try to quit cigs succeed (KEY TAKEAWAY: We need to appreciate this STRUGGLE and the role of FAILURE.) • Clinically diagnosed and well-established "Stages of Change" when quitting smoking (focus on stage 4, action... speak to those ready to quit) --characteristics of successful quitters (heavier smokers more likely to be 35+ and married/have support) --younger casual smoker research (not interested in quitting) secondary research: DEFINED the best potential target audience to talk to. PRIMARY RESEARCH helped us understand what we needed to say to this target audience. primary research --qualitative focus group interviews of 3 different markets w/ very specific/qualified people recruited (age, commitment to quit, etc) and did projective activities --qualitative research learning: -We need to respect their strong ATTACHMENT to smoking/part of their routine/reward -scared of quitting (communications and brand must feel SUPPORTIVE) -Testing "Messaging" Platforms •Testing broad ideas and positioning statements can help narrow in on the direction (strategy) for the brand. •Participants hear and react to positioning and mood boards •Explore reactions to visuals, copy, and tone-of-voice. •Understand why they feel the way they do. -LED TO THE BRAND BRIEF then design brand identity once approved primary research (to see what they think) -qualitative focus groups of picking emotions when see new branding -quantitative surveys to match target audience and rate on a scale or open-ended ?s of what they thought about images, logos, etc. -saved the brand... Branding Revisions - Brighter colors, more modern "health inspired" look, same direct tone of voice. -final logo testing clarifying strategy (tested big idea messages) -qualitative IN-PERSON FOCUS GROUPS - Back and forth discussion about what aspects of idea worked -quantitative online surveys

Key research methods used in branding

qualitative (mostly primary) -bulletin boards (online) -ethnography -mystery shopping -focus groups - one-on-one interviews -social listening quantitative -online surveys -usability testing -product testing -neuromarketing -segmentation -equity tracking -digital analytics secondary research -competitive intelligence -market structure -syndicated data

content strategy as a touchpoint

the planning, creation distribution, and governance (guidelines) of content. •Content should leverage your brand voice •It should be rooted in a deep understanding of your customers •It should distinguish your brand from the competition.

difference between a brand brief and creative brief

BB: Written for leadership teams •Helps the brand and agency reach a consensus on the strategic direction •Focus is on long-term brand building (brand equity) •Success is tied to brand health and business goals •Written BEFORE a creative brief CB: written for design/creative teams •Helps internal teams reach consensus on what the next creative effort should focus on •Use for shorter-term individual products or services •Success is tied to specific project goals •Written AFTER a brand brief

websites as a touchpoint

Best websites know who their visitors are, give them a reason to keep coming back Videos w/ storytelling and testimonials on websites Top -level brand element (shortly after the brand signature) touched by many specialists like ux designers and project managers •Keep website goals, audience needs, and brand positioning at the forefront •Conduct usability testing •Document ACTUAL experiences with ACTUAL customers •Recognize and address internal political agendas EARLY and OFTEN

city of melbourne case study

Branding goals: Develop a cohesive brand strategy and identity system Identify and articulate a core brand idea Instill a sense of pride Establish insights into the needs of a global audience Improve cost-effectiveness of managing the brand City of melbourne council goals A city for people, creative city, economic prosperity, knowledge city, eco-city, connected city, lead by example, manage our resources well Process and strategy: landor developed goal #1** Thorough audit of city's existing/varied identities and long-term sustainability and strategic plans Assessed public opinion and interviewed stakeholders (local gov officials, business owners, community reps) Communications, behavior, brand architecture, other world-class cities analyzed New identity needed to overcome political complexities, accomplish last branding goal,** and unite disparate range of governing bodies and ever-growing portfolio of initiatives, programs, services, events, and activities Challenge: identify accurate view of city's deepest, truest distinctions Consolidate unique stories/habits/promises/aspirations into symbols, signals, and values Diversity of melbourne to flex, grow, and evolve along w/ growing and changing population and connect dynamically w/ future opportunities Creative solution: landor made bold "m" that represented the city (creative, cultural, sustainable) Degree of flexibility built into identity system, leaving room for initiative and creative interpretation, embracing idea of modulation and adaptation System of color, typography, imagery, tone of voice applied to templates Applications guidelines for ads, sponsorships, events, co-branding partnerships, signage, 3-D environments, rollout of new identity results: has created positive, distinguishing associations for workforce, business and civic leaders, global business partners, tourists, residents Adopted by city council (provide immediate visual trigger to emotions/ideas that put city in best light) Pride and a sense of place Sparked economic growth through tourism and business investment

deloitte branding goals

Bring the brand to life Engage all deloitte professionals in building company's reputation Expand on success of brand space, providing both rules and tools Develop an evolving brand center to deliver consistency and efficiencies Provide consistent, intuitive user experience

fred hutch branding goals

Bring the brand to life and convey its spirit Articulate what fred hutch stands for Reimagine the center's brand Advance understanding of fred hutch's work Link scientific research and lives changed

coors light branding goals

Build on the brand's heritage Evoke stronger emotional connections Refresh the brand experience Deliver a consistent experience for a lifestyle brand

keys to successful presentations

Clarify who will attend the meeting •The more decision makers, the more difficult the meeting Agree on a meeting agenda and decision-making process BEFORE the meeting Arrive in advance --Equipment problems can and will happen --Have multiple backup plans rehearse a lot individually and as a team Present at least (3) distinctly different approaches •Have a favorite. Explain why. Showcase each approach mocked up in a real context or setting (prototyping) •Branding on business cards, signage, logo on packaging, apps, app icon, etc. Be prepared to deal with criticism of your work •Focus on how the idea is working/not working •Avoid focusing on design specifics don't allow voting bc opposite of solution

spectrum health branding goals

Create a single master brand Design a unified identity system Develop a uniform nomenclature system Prepare the brand for growth and expansion Build an online brand standards resource

budweiser branding goals

Embody one brand essence globally Regain relevance in the US Create a more modern, universal presentation Achieve global consistency, local relevance

key steps AFTER the design process

Examine color •How will color work with top-level brand elements? •How will it be extended to other elements? •Is the color distinctive? •Does it align with the brand strategy? •How will color work in different formats or on different platforms? •How will color work in different countries or cultures? Examine typography •How many typeface families will you need? --Most brands have 1-2 typefaces •How much will they cost? •What are the licensing fees? •Should you pay to design a custom typeface you can own? Develop look and feel •What is the visual language for the brand? •How will every brand element work together within the new identity? --Color, typography, imagery, content, icons or graphic, etc. Create visual assets •What visuals will the brand need for current and future content? •What visuals will tell that story the best? ---Photography, Graphics, Illustrations, Video Present to client •Carefully plan how you will present •Who needs to be there •Who does NOT need to be there •Try not to show more than (3) distinctly different concepts. •Focus conversations on "meaning" or "overall feeling" of the branding, not on aesthetics or design specifics. •Never allow voting!

spectrum health case process/solution/results

Formed by a merger of two competing hospitals and acquisition of others but retained names Still called these hospitals by their old names, and spectrum outgrew original visual identity/nomenclature Spectrum needed sophisticated/consistent system of identity and nomenclature to define and describe the org and to serve it through future decades of expansion 2008: crosby associates worked to develop new visual identity and integrated branding program Started by establishing hierarchy of branded entities from admin and org units to departments/divisions to centers/institutes Standards established for naming new acquisitions and alliances Creative solution Crosby made dynamic symbol for master brand that connotes energy/forward movement, represents spectrum health's many components/services/locations Made positioning strategy and comprehensive system for sub-brands, typography, color, formatting Standards for all structures and items that represented the health system (like signage, vehicles, stationery, print, electronic communication, uniforms, microsoft word template for all system documents)... also incorporated into website accessible for all internal communications teams and external vendors All now integrated into official policies and procedures manual Ongoing brand consultation and supervise work of outside design firms/vendors Results Brand allows it to attract top physicians and health care pros, be leading choice for health services wanting a merger partner Smooth integration of acquired orgs 2010-2016 named one of top 15 healthcare systems and in top 5 of largest health systems by truven health analytics regions largest healthcare provider and west michigan's largest employer

mozilla case study branding goals

Goals: Increase brand recognition using open source principles Reinforce core purpose and not-for-profit status Be known as the champions of a healthy internet Create a visual and verbal toolkit Differentiatie mozilla from its core product, firefox

social security branding goals

Help people understand and plan for retirement, medicare, and disability benefits Create a user-friendly interface and a positive experience (friendly/secure/seamless/efficient) Provide a secure online hub and a way for people to file online Revitalize retirement planning tools Provide the public with their choice of service channel

quartz case study goals

Name a disruptive news outlet and retain credibility and gravitas Appropriately differentiate the first digitally native global news publication Create the foundation for a brand that could thrive across cultures and nationalities Support a strategy focused on social sharing and consumption on mobile devices Facilitate consensus and clarity around production definition and direction

Santos Brasil branding goals

Position santos brasil as a global market leader (terminals had operational efficiency of world's leading port terminals) Communicate responsible leadership Increase employee esprit de corps Build synergy between business units Build brand awareness

fred hutch case process/solution/results

Process and strategy Problem: most people did not understand breadth of work or the last branding goal (Link scientific research and lives changed)/ world-changing breakthroughs Homall Anderson convened series of campus-wide conversations starting w/ the idea of the brand itself, used that shared understanding to launch deep/honest convo about employees and their work Teams wanted to identify the org's essence, second branding goal*, and spirit of place in a common language Staff member said "cures start here" during a meeting → truth that reverberated through stories Creative solution: 3rd-party survey conducted to gain insight into how ppl talk about the org, and most stakeholders called it "fred hutch" for short New visual identity system that shows fred hutch does the research/development leading to cures Logo looks like you observe a cell culture through a microscope (look for cancer by moment of cell change) Joiner btwn two stems of the H = catalyst moment that brought mark to final state Website process started w/ clear imperatives to better showcase researchers, science, discoveries and fred hutch's most important stories (patients/survivors/caregivers) Results: Brand came to life in powerful and targeted launch effort designed to drive awareness and engagement Website built around human-scale stories of people impacted and emotional radio ads w/ these stories to show the link of research and outcomes across touchpoints Adv and print campaigns speak to mission to bring complex science to human scale

mozilla case study process/solution/results

Process and strategy: -Want to be better known and understood and understand that NFP within key constituencies -Used Johnson Banks to visually rebrand mozilla -Discussions, scenarios, workshops, research to illuminate strategic sweet spot to make platform for visual brand -Clear core purpose: build products, tech, and programs that keep internet growing/healthy w/ individuals informed and in control of online lives -Design process used open source principles (global network comments on work in progress on their open design blog AKA branding without walls) -Numerous posts and thousands of blog content Creative solution: -johnson banks developed idea that built part of the code of internet URL into mozilla's name to show how ppl and knowledge are linked in increasingly connected world. Resonated w/ audiences -Typotheque designed new font named zilla used in wordmark and content (free to download for all) -Dynamic system simplifies and unifies mozilla activities from programs to events and can integrate various core messages -Colors flows into new logo and changes w/ context Imagery always changing = unlimited bounty of online ecosystem -Engage new artists, coders, developers to make art available to all under creative commons Results: authentic rebrand -Process catalyzed conversations across the world w/ numerous audiences and resulted in increased brand recognition by technologists, thinkers, builders -Had publicly reaffirmed its mission

quartz case study process/solution/results

Process and strategy: Atlantic media wanted to make a new, digital-first global media product Fish Partners brought in by president justin smith to direct naming process w/ formation of new core team Fish conducted research and interviews w/ atlantic media's leadership and key stakeholders Worked with core team to clarify shared product definition and its aspirations Built consensus around specific metrics and imperatives for what the name needed to accomplish Reviewed prospective words and phrases, tested candidates against metrics/imperatives, narrowed down to shortlist and recommendation for name and URL Creative solution: name needed to be fast, smart, differentiable from existing global business news products, suggest disruptions and digital focus, work around the world Quartz = short, visually and linguistically unique, semantically rich, different from existing publications Suggests digital quality without lapsing into transient neologisms Mineral has appealing associations: makes electrical current under stress, plays part in facilitating tectonic shifts, known everywhere on earth, has no implied country of origin Practical url of qz.com immediately communicates digital focus Results: under 2 years had 5 million monthly unique visitors and 20 million in 4 yrs Record adv revenues each quarter since launch Has launched successfully quartz india, quartz africa, mobile app Atlas (chart-building), multiple newsletters, global conference business

nizuc resort and spa case study

Process and strategy: Carbone smolan agency engaged to create unique brand platform for ultra-luxury resort in Yucatan Peninsula Made brand book that expressed vision and brand promise Inspired by site's mayan heritage and natural forms of the environment (foundation of brand) Key messages: serene experience, unspoiled nature, warm/personalized service, sophisticated design Custom photography shoot (leveraged to attract partners mentioned in goals*) Wanted to connect people to the experience of the resort, evoke images of its endless ocean horizon and authentically mexican aesthetic Established brand platform and branding-first approach (worked from investment and marketing perspective) Creative solution: elegant primitive logo, modern iconic glyph → beautiful patterns and facilitated design of objects of desire (amulets to wraps) Narratives and onsite photography communicated experience at the resort... core of adv/social market/direct marketing campaign Csa balanced brand-driven print media placements w/ sales-driven digital marketing to launch integrated media campaign aimed at US luxury market Digital adv drove people to newly designed and highly immersive website designed to make interest to bookings Results: direct marketing initiatives got support of travel pros, social media campaign created word of mouth endorsements from fans Conde nast traveler, fodors, travel+leisure named one of best new hotels in 2014 Launch campaign = 70 million+ impressions, reached over 13 million Social media campaign increased followers by 558% (still growing) Hotel in the black for first year of operation, 100% booked for first holiday season in 2014

social security case study

Process and strategy: Provides online apps for retirement/disability/spousal benefits Key benefit = online app and mySocial security portal offer convenient alternative to individuals who wish to conduct business online 24/7 w/out having to visit a local office Allows agency employees more time to process complex workloads in the office that cannot be done online and more time to serve ppl who do not have internet/like to speak Creative solution: Baby boomer reaching retirement, so large increase in claims coming so redesigned the online "iclaim" and did publicity campaign in FY 2009 (32% increase) New website and my social security service launched, new services for beneficiaries and non-beneficiaries Issue = complexity and variety of users' needs, hundreds of millions of transactions/people who use tools/apps/info resources Prior to changes, ssa conducted public usability testing, focus groups, customer interviews in local offices (my soc sec) benchmarked websites of financial institutions, private sector companies, other gov agencies Customer satisfaction for online app is consistently at top of ForSee customer satisfaction index, regularly scores higher than best private sector sites Results: % claims done online went from 10% to over 50% all retirement and disability claims and over 70% medicare only claims, over 27 million users have registered to use it, almost 260 million transactions In FY 2013 users did 32.5 million transactions, FY 2016 up over 140 percent, to 88 million through September 2016

boy scouts case studies

Process and strategy: The Summit in WV = Jamboree summer camp and leadership center/environmental education facility that combines learning, conservation values, fun by Mithun Volume designed an immersive learning experience and hands-on exhibits about ecology and resource conservation Made interdisciplinary team of exhibit designers, content developers, researchers, writers, videographers, interactive exhibit builders Goal = engage kids about sustainability in a way that was authentic to the scouts and the site, deliver info in surprising/unexpected ways, avoid outdated/formulaic exhibit solutions Creative solution: exhibit design goals = encourage understanding of interconnectedness of things, inspiring scouts to be change agents, emphasizing role of natural systems in our lives Needed active learning experience: cyclotron (pedal bike for sustainable building), rain chain (transfers water to cistern to be cleaned and purified) All material decisions made in accord w/ living building challenge sustainability standards Use low-tech, tactile solutions and repurposed materials, irreverent tone and words mixed w/ icons Results: Boy scouts leader in conservation education and environmental stewardship Combine educational activities and lifelong values w/ fun Authentic to mission Captures wonder of childhood adventure and challenges visitors to apply meaningful stewardship ideals in their own lives

collateral as a touchpoint

The collection of media used to promote the brand and support the sales and marketing of a product or service Key Benefit - Targeted touchpoint •The best collateral communicates the right information, at the right time, with the right customers or prospective customers. Unified system increases brand recognition Accessible info demonstrates understanding of customer needs/preferences

project manager role and responsibilities

The person in charge of both the planning and the execution of EACH STEP of a specific project. (All aspects, All steps, All revisions, All budgets, All deadlines) depends on organization and execution. good org and execution protocols •Establish team roles and team protocols •Establish time commitment level for each team member •Establish a communication processes •Establish an information gathering processes•Establish benchmark and delivery dates •Project schedule •Establish decision-making processes •Establish a documentation processes •Establish a process for securing all legal protocols •Establish presentation protocols with clients Large "Agency Side " Project Managers --Large Design/Branding Agencies •Dedicated Project Managers, typically with support teams •Researchers •Strategists •Designers •Naming specialists Small "Agency Side" Project Managers --Smaller Design/Branding Agencies •The Project Manager may wear many hats at the agency •Project Manager/Owner/Founder/Senior Creative Director/Strategist

key steps BEFORE the design process

Understand the brand: •What does is stand for? •What does is offer? •Who are the customers? •What are the branding deliverables? •What is the budget? •What is the timeline? •Where can you get this information? Strategy/research department, Brand brief, creative brief. Review all research: Review all research audits (Brand, Design, Marketing, Competitive, Language audits) Identify key applications : •What are the MOST IMPORTANT applications being used? •Brandmark, signature, imagery, typography? •Plan how you'll test any new designs in-market (prototyping) •Nothing is more valuable than real customer feedback look at top-level identification: •What type of brandmark will work best? --Letterform, emblem, pictorial, etc. •Will there be a tagline? --How should it be used? With signature? •How can existing perceptual value be carried over to the new mark? Develop brand architecture: •How complex is the brand? •Does is need to be organized? If so, how? •What organization will best support future brand growth?

ephemera as a touchpoint

an object with a short life/stuff inspire donations, increase brand awareness/recognition and liking

branding decision makers in small and big companies

big companies: must have the authority to do it (Chief Marketing Officer, Director of Marketing, Brand Manager) small companies (founder, president, president)

signage as a touchpoint

functions as identification, information, advertising Effective signage increases revenues, intelligent wayfinding systems support/enhance experience of a destination •A MASS COMMUNICATION MEDIUM that works 24/7 •A touchpoint that can attract new customers, and influence purchasing decisions •An extension of the brand that builds on the needs and habits of users in the environment where the sign is located. consider legibility of touchpoint •Physical distance •Choice of color, level of contrast •Type of lighting •Speed of people viewing the sign installation considerations Approval from all key stakeholders --National, regional, local client approvals --City or county approvals (zoning, size restrictions, safety) Building installation approvals (codes) Access and availability of location (local permits) Seasonality •Can you install year around, or only during certain months? Budget •Can you afford to install all new signs in one year?

insight versus big idea

insight: the ability to understand the true, hidden nature of people or things. enables the target audience to look at the current problem in new light big idea: A central unifying concept that is a springboard for creative development •A compelling/emotional way to talk about the brand •A unique/novel way into the conversation A Big Idea is single-minded in nature, typically one thought, one short sentence

packaging as a touchpoint

one of only times the customer physically interacts with the product one-on-one can make a break sales helps purchase decisions based on physical appearance and associated perceptions

key brand performance metrics (KPI)

overall sales, same-store sales, net promoter score, brand image, brand associations

pitney bowes case study

process/strategy Awareness of company's broad range of capabilities lagged behind reality of its business, impacting its relevance Partnered w/ futurebrand for brand transformation Started by conducting global research study to establish key insights upon which to build the new brand strategy Add depth to repositioning → firm redefined the space in which the brand competes Transformed their statement: "we thrive on helping our clients navigate the complex world of commerce—from using data to market to their best customers, to effi-ciently enabling the sending of parcels and packages, to securing payments through state-ments and invoices—all with precision and accuracy to keep their businesses moving forward" Creative solution Rigorous, insight-driven approach to core brand positioning and personality that inspired all of the work, supported business, breathed new life into brand Amplified company focus on physical and digital commerce through go-to-market strategy centered around capabilities: customer info management, location intelligence, customer engagement, shipping, mailing, global e-commerce Future brand developed a modern visual identity highlighting company's focus on creating waves of impact across commerce while honoring heritage and founders Set of proprietary icons and custom illustrations created for each business category to help build understanding of how key capabilities fit within world of commerce New brand look/feel changed every touchpoint and channel (print, digital, experiential) Each element provides visual cues of intelligence, consistently reinforcing what makes Pitney Bowes an ideal business partner Results Massive employee participation in the 2015 brand launch and media coverage Social media engagement, web traffic, inquiries increased a lot after the launch Brand has changed customer perceptions to dynamic and future-focused w/ clear POV and clear value in the world of commerce

coors light case study

process/strategy Brand story lost some richness and dimension, so had Turner Duckworth revitalize visual identity Did research in company archives, interviewed beer distributors/salespeople Creative process start: map dimensions of coors light story for same pioneering spirit "looking to mountain and power of cold" Creative solution Design of the CL packaging → wider visual identity for brand Inspired by ansel adams' images of america's mountains, so made gritty, granite-edged photographic aesthetic w/ blue light and overlay of the coors red script For graphic dimension: provenance mark at center of which is a CL mountain New brand lang→ build on iconic elements in package design Trucks, signage, tap handles, bar interiors, on-premise tools 72andSunny brought brand strat to life by developing "climb on" campaign to build stronger brand purpose (insightful, inviting, optimistic, determined) to appeal to target customers (life = journey, not destination) Made asset of nickname "silver bullet" & build brand equity Results Developed guidelines to new agency members to understand what brand stands for and how to apply visual identity principles Steady increase in drinker penetration, esp women beer drinkers and hispanic drinkers

santos brasil case study

process/strategy Originally wanted to change the name of its public company Senior mgmt team reaffirmed its vision of best port infrastructure and integrated logistics service company Wanted to be seen as friendly and socially/environmentally responsible Research studies: low overall awareness and brand visibility within the investment community Name appealed to audiences around the world Santos (largest port in brazil) = relevant to industry category and concrete depression of concern about communities and commitment to sustainable development... total brand built around the idea of responsible leadership Creative solution Created monolithic brand architecture that would become framework for positioning company as a market leader Logistics and container management companies organized under santos brasil master brand Naming streamlined and unified across business units (made future acquisitions easier) New symbol designed to synthesize economic and symbolic values S design = translation of santos port geography (blue for sea, green for nature) Master plan to make new brand identity system very visible in all the port terminals and on investment and internal communications) Results New brand symbolizes commitment to business excellence and continuous improvement, generating value for shareholders/clients/employees/suppliers/local communities/society Engendered pride and sense of unity between BUs Brand awareness up in investment community and in the country Listed as market leader in 2011

budweiser case study

process/strategy: Budweiser had been declining for decades yet expanding globally Different regions w/ different packaging/communications/variants Jones Knowles Ritchie = help budweiser stand for same thing globally and look/feel same in all regions Wanted to connect w/ younger drinkers... issue of nostalgia so needed modern/universal Needed to raise perception of quality bc not adequately reflected in brand Creative director visited brewery and interviewed brewmasters, spent day w/ smithsonian-trained archivist who showed all budweiser communications/packaging of past Creative solution Focused on two iconic elements: budweiser bowtie logo and label Dramatically simplify bowtie and made it one color to function digitally All typography on the packaging was redrawn/crafted Redrew illustrative elements like grains/hops/AB seal Custom sans-serif font designed for use in ads (inspired by 19th century american industrial type used on OG bud bottle) Multiple rounds of qualitative and quantitative testing in 6 global markets reinforced new strategy/visual language JKR created visual identity system stripped to essence: red, the product, strong messaging in typeface Created in local language of each market worldwide and communicated "brewed the hard way" message Results New visual identity system/packaging unified brand across the globe Simplified design language → dynamic brand activations, new relevance w/ young customers, re-established as king of beers Increased ranking on 100 best global brands list "America" can and campaign helped w/ relevance in most mature market (13 Bill impressions worldwide)

linkedin china case study

process/strategy: Linkedin wanted to expand in china Already had 4 million registered users there but wanted to boost member base there by making a chinese name and identity for this audience Labbrand created verbal identity and integration strategy Name needed to reflect qualities of linkedin's users Labbrand did 3 rounds of name creation and linguistic checks in mandarin and 5 major chinese dialects to make sure name was good for consumers Labbrand did a smart legal check to make sure they could trademark the chinese brand name Creative solution: Explored various creative directions for linkedin's brand names English name = approachable, accessible, describes platform that connects and includes everyone while chinese consumers are highly aspirational and driven Brand identity had to resonate in chinese context while being consistent Focus group discussions w/ target consumers → most appealing was "ling ying" which sounds similar to OG name and aspirational bc connotations of leadership/elite Integration strategy for brand signature/lock-up for powerful and consistent brand identity in china Results: 2014 launch... attracted over 20 million members Brand name paved way for further local innovation Partnered w/ tech platforms in china like WeChat, Ant Financial, shanghai gov to build brand and business

deloitte case study

process/strategy: Refreshed brand identity in 2016 Why: Wanted single brand architecture and identity system so regardless of client's geographic location or business or device, have consistent/meaningful experience Deloitte brand team members and Monigle started to define reqs for Brand Space (global brand center site) Needed to align new brand vision and buildmore engagement for brand advocacy Site needed to match energy of brand refresh (advanced capabilities and better tools) Process: started w/ focus groups to gain insights, wireframe exercises to explore interface possibilities Reqs defined and informed by industry best practices and features Final site update plan launched 4-month development process Creative solution: Brand space anticipates all that deloitte pros and external users need to provide consistent brand experience on any medium Brand center shows visual elements, how to guide tone of all communications, ensure that deloitte's confident/clear/human personality authentically expressed New functional capabilities (responsive design, digital guidelines and tools, training materials, best practices) created to improve user experience Robust content management functionality to allow site admin staff to update all elements of site and track usage and ROI calculations Regular surveys and usage tracking analytics → regular site updates SaaS model → updates on regular basis to keep site functionality current Results: First 6 months after Brand Space relaunched, activity on site up 25x Site well received by global deloitte community 70,000 new active users References and downloads of brand support up significantly... users can access robust series of brand training videos to further engage in raising the deloitte brand to next level

PNC case study

process/strategy: Required a lot of conversion activity when company acquired national city corporation Multi-team task force of pnc realty services and national city's facilities management team members Monigole assisted in managing daily tactical project rollout... needed strict adherence to conversion schedule, highest product quality and installation standards, control costs of project Goal = adherence to PNC's core values: maintain customer relationships w/ pnc and ncc customers, hold true to pnc "green values" 16-week supplier evaluation to examine production and installation capabilities Monigole's software called SignChart had specs and tracked milestone and metrics crucial to managing multiple contractors through complex conversion process Creative solution: Improvements made to pnc's family of signs to increase energy efficiency and branding needs Sign conversion team approved facility design recs then all recommendation packages delivered to retail market managers for final review Sign packages for leased sites sent by pnc leasing group to landlords for review and approval High-visibility sites went through complex variance process hearings with zoning and architectural review boards Direct savings from low-cost manufacturing and installation, reduce expenses through analysis and implementation of new LED illuminated package of signs Power consumption of average wall sign reduced by 62% w/out sacrificing quality and took less effort to maintain 50% of the suppliers who were awarded business had strong relationships with the bank, and minority suppliers represented almost 25 % of the workforce = positive impact on the diversity of PNC's supplier portfolio Results: Entire conversion tool 76 weeks Check system verified that all markets in each phase liked sign conversion results Employees in both companies used internal news network to talk about quality and speed of project... coincided w/ phased rollout of branding Strategic sourcing team's multimedia presentations focused on savings/diversity impact Conversion team praised by executive management for planning/communication/execution of project

ALCU case study

process/strategy: Wanted to reach broader constituency and build membership Fo Wilson Group, Sylvia Harris (info design strategy), michael hirschhorn (org dynamics) made the brand identity Audit: team found over 50 logos bc each state had own logo/ website design/architecture not connecting well to national org Studied other advocacy groups and found that aclu represented principles rather than a constituency Interviewed stakeholders like affiliates/comm staff/members Most mentioned attributes of aclu in interviews: 1. Principled 2. Justice 3. Guardian Survey by belden russonello & stewart = over 85% had heard of the org Needed identity to be recognized in variety of areas Creative solution: Capitalize on highly recognizable acronym and connect the principles and spirit of freedom to this acronym Fo wilson group designed signatures w/ contemporary logotype and expressive symbolism Tested options for modular system that used patriotic imagery Found out that OG symbol from 1930s = statue of liberty... this symbol tested best so brought it back for legacy/history Unique photographic perspective of statue's face adopted for digital applications Flexible system also worked for national office/affiliates/foundations/special projects Results: Aclu's leadership group championed identity initiative from early planning through analysis/decisions/rollout Identity team did phone conference presentations to affiliates, educational programs for staff at headquarters 49/50 states adopted the new system and nat. org paid to have new letterhead printed for them Opto Design retained to finalize the design system, produce all the preliminary appli-cations, develop an ACLU Identity Guidelines website ACLU membership grew from 400,000 members to more than one million members

key types of research audits

research, competitive audit: dynamic, data-gathering process. -Examines the competition's brands, key messages, and identity in the marketplace from brand marks and taglines to ads and websites -Greater insight into competition = greater competitive edge -Breadth and depth of audit varies widely depending on nature of the company and scope of the project -Company often has its own competitive intelligence -Qualitative or quantitative research that can be a source of critical data need to be reviewed language/message audit: Aka voice/message/content -Often do not tackle voice until after new brand identity program -Look at content & design at same time to reveal entire spectrum of how language used -Intersection of customer experience, design, and content is an intensive and rigorous endeavor that demands the left brain and right brain to work in tandem -want message to align w/ brand values, visual appeal, loyalty, marketing potential. etc process audit: technology, existing guidelines, collaboration, etc. legal audit: trademarks, compliance issues, etc. brand audit: A detailed examination and evaluation of current branding against agreed upon criteria. --Internal branding (stakeholders) •Company values•Brand positioning•Positioning statement •Mission •Vision --External branding (customers) •Brand elements •Visual identity •Advertising and marketing efforts •Website •Social Marketing audit: Methodically examine/analyze all marketing, communications, identity systems (both existing and out of circulation over time) why: Repositioning an organization, revitalizing and redesigning an existing identity system, or developing a new identity for a merger requires an examination of the communications and marketing tools an organization has used in the past

City of Melbourne case study research

secondary research: qualitative brand audit --looked at current branding for leading cities around the world --•Examined all Melbourne branding at the city, community, and neighborhood level •Dozens of existing brandmarks representing different local organizations within Melbourne •Dozens of stakeholders and decision makers that could impact branding decisions primary research of stakeholders... qualitative •Stakeholder interviews (political leaders, business owners, etc.) •Focus groups with Melbourne citizens •Community meetings •Format: Open-ended discussion based on relevant topic areas. Encouraged back-and-forth dialogue. Quantitative Research - Data collection •Polling and surveys to gauge public opinion •Format: Online survey. •Agreed upon list of multiple-choice questions. •Same questions were asked of all participants.

uniforms as a touchpoint

simplifies customer transactions, signal authority and identification, put people at ease •Uniforms should reflect the desired image of the brand •Uniforms can help differentiate the brand from key competitors •Uniforms (when done right) can be a source of pride for employees.

why the Tropicana rebranding failed (from a branding perspective)

too many dramatic design changes at once that made the brand totally unrecognizable •Typography, text, visuals, images, color palette, tone dramatic perceptual changes/ new brand identity made the brand feel expensive •Brand positioning shifted from approachable to white tablecloth/ sophistication. •Price of the same product was perceived to be higher than the competition, even though it wasn't.

difference between trade dress, trademark, copyright

trade dress: Protects the visual appearance of a product, product packaging, or a business's interior design—recognized by consumers as brand identifiers copyright: Protect original creative expression, such as visual art, literature, music, choreography, computer software Trademark: Protect brand identifiers such as names, logos, slogans, and jingles

brand positioning role and how to do it

•A place a brand occupies in the minds of its customers, and how a brand distinguishes itself from products of the competitors (role in branding = set apart from other brands/show how it is unique) --influenced by every brand encounter --use perceptual mapping and other consumer perception info ways to position self: -against the competition -by category -by personality - by features/benefits or value proposition

· Process used to create touchpoints (NOTE: similar structure to the 5-step branding process)

•Brand identity design concept IS APPROVED (and finalize now) •Time to finalize/perfect the brand identity •Time to build out each brand touchpoint Also finalize typeface families, color palettes, secondary visual elements -Company organizes final list of applications that need to be designed/produced -Core applications prioritized, content developed/provided -Intellectual property firm starts trademark processes (for registration in industry classes) and confirm no conflicting marks -All applications need to work in harmony regardless of medium -Must design right balance between flexibility of expression and consistency in communications Priority 1 - What needs to be finalized first? What piece of the branding is typically the anchor for all subsequent touchpoints? Finalize the brand signature Priority 2 - Identify all needed touchpoints and begin building them out •Focus is typically given to highest-visibility applications first (e.g. website, packaging, and signage)

Touchpoints: key roles they play in branding

•Brand touchpoints are critical because they convey the brand's personality to consumers •Brand touchpoints should align with the agreed upon brand strategy •Each brand touchpoint comes with its own unique set of development challenges •Following an established and deliberate process when creating each touchpoint is critical for success.

importance of collaboration in decision-making process... is this the right one??

•Effective branding depends on collaboration and problem solving•Client and agency teams need to work together.•Voting, consensus, and compromise are all rooted in staking out a position•"You get some of what you want, I get some of what I want."•This is the opposite of problem solving