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Lucille Gnanasihamany
Feb. 19, 2014
A BRAND FOR TRU
In 10 minutes:
Nike, Kelloggs, Activia, Kitchenaid, GE, Tropicana,Barbie, Billabong, Pampers, Aveeno, Sensodyne, Dove,Aveda, Panasonic, Banana Republic, Fluevog, Orage, BCTransit, GM, Toyota, Apple, Uggs, North Face, Super 8,MacDonalds, Tim Hortons, Canadian Tire, Starbucks,Chapters, Marks Work Wearhouse, Moore’s, SwissChalet, City Furniture, Honda, Milestones, FutureShop,Cineplex, Hyundai, The Bay, WalMart, Michaels,WokBox, Fresh is Best, Home Depot, Sun Peaks,Montanas, SuperStore, LaZBoy, BC Forestry, Petland,Ford, City of Kamloops, Wendys, MSWord, iPhone, TRU
Brands are like People.
Friendly Cute Fast Efficient Modern
Helpful
Friendly Cute Not Fast
Efficient ModernHelpful
Friendly Cute Fast
Efficient ModernHelpful Attentive
?
Interactions
Logo Tagline Programs Courses ServicesAdvertising Name Brochures WebsiteColours Mascot Motto PoliciesPresentations Conversations InternalRelationships External RelationshipsPosters Events News Stories OnlinePresence Awards Videos Emails Forms
Uh oh.
Friendly Cute Fast
Efficient Modern Helpful Attentive
4 benefits is 3 too many.
1
“In order to be irreplaceable one must always be different.” (Coco Chanel)
“Unique Selling Proposition” (Rosser Reeves – 1952)
“Only-ness” (Neumeier – 2006)
1 thing that is:
Distinctive
Meaningful
Credible
University of Waterloo
Ideas Start HereWatch the video: https://www.youtube.com/watch?v=atd2jnY8tiQ
University of Ottawa
Canada’s UniversityWatch the video: https://www.youtube.com/watch?v=iixVcq26zg8
Why is Brand Personality important?
Many-sided personalities
undermine trust.
Singular personalities
build trust.
What is TRU’s
Brand Personality?
The 5 dimensions of Brand Personality
Dr. Jennifer Akers
SINCERE: genuine, down-to-earth, honest,
wholesome, cheerful
EXCITING: daring, carefree, spirited, imaginative,
cutting-edge
COMPETENT: intelligent, reliable, “leaderly”,
knowledgeable
SOPHISTICATED: charming, upscale, exclusive,
stylish
RUGGED: outdoorsy, tough, fearless
SINCERE
EXCITING
COMPETENT
SOPHISTICATED
RUGGED
What do you think?
Who do you think of?
Uh oh.
What kind of SINCERE?
What type of COMPETENT?
Uh oh.
Ah ha!
Brand =
Mental Shorthand
M. Neumeier:
“Brand is a gut feeling about a product, service or
organization.”
“It’s not what you
say it is.”
“It’s what they say
it is.”
And when they say what you say…
The brand wins.
Winning brands are
charismaticbrands.
Charismatic brands =strategy + creativity
left brain + right brain
making sense + making magic
A charismatic TRU brand what we stand for
a singular driving focus
a promise made that we are willing – and able – to fulfill.
1 TRU (today)
INSERT WORDLE
Draft Process12 month timeframe
Draft Process12 month timeframe
Because Distinctive, Meaningful, Credible Impressions are formed from
the inside out, we remind you….
What’s TRU. It’s all TRU
Watch the video: https://www.youtube.com/watch?v=zrNjg5T68EM