Brand & Corporate Identity

Lesley Sargeant

Tuesday 11th July 2006

Remember these…

Top 10 brands we love

• Google

• Tesco

• Nokia

• eBay

• Persil

• Dell

• Coca cola

• Debenhams

• British Airways

• BBC One

Top 10 brands we love

• Google – innovation, simplicity, independent

• Tesco – “every little helps”

• Nokia – product quality, design & technology

• eBay – universal appeal, value for money

• Persil – consistent message delivery “gets whites whiter”

• Dell – affordable, high quality

• Coca cola – category leader, heritage, $billion budget

• Debenhams – family appeal, good range

• British Airways – patriotism, strong branding

• BBC One – “an institution”, we own it

Top 10 brands we love – why?

Top 10 brands we hate

• Pot Noodle

• QVC

• Novon (Sainsbury's)

• McDonalds

• Tiny

• Fiat

• 3

• The Star

• Sunny Delight

• The Sun

Top 10 brands we hate

• Pot Noodle – aggressive & niche targeted advertising

• QVC – customer service, product quality

• Novon (Sainsbury's) – a name, not a brand

• McDonalds – rainforests, obesity, ubiquity

• Tiny – customer experience

• Fiat – build quality

• 3 – ability to engage customer with the technology

• The Star – editorial stance, marketing messages

• Sunny Delight – nutritional benefits

• The Sun – patronising editorial

Top 10 brands we hate – why?

Car ads have strong product focus

Product brands – the quality must match the expectation

Brands we love & brands we hate

High street shop Marks & Spencer TK Maxx

Fashion Next French Connection

Car Marques Ford Fiat

Home Appliances Dyson Pifco

Travel Companies Thomas Cook Saga

Beauty Products Olay Stella McCartney

Charities Cancer Research Christian Aid

Football Clubs Manchester United Manchester United

Brands we love & brands we hate

A brand is not just:

• A logo

• The product name

• The packaging and design

• The quality of the product

• The customer experience

• The things you read about

• The people that answer the phone…

It is all of these!

What makes up a brand?

Make the product the hero

Slogan – the essence of the brand in one, short memorable sentence.

The power of personality

Personality – what would it be like if the brand were human?

What else should I think about?

Values – what does it stand for or against?

Have a clear message

Taste/appearance – what does the brand look like, how does it speak, what does it wear?

Stories – brand ‘stories’ explain what it’s about and how it evolved.

Emotional benefits – what does the brand do for its customers emotionally?

Market research

Hard benefits – what does the brand offer its customers in tangible, quantifiable terms?

Brand evolution

Brand revolution