Brands

What is a Brand?

A brand is the sandbox that your company “plays” in

It is a company’s “Personality” and its “Reputation”

A Brand Creates Value

Harley Davidson

Coca Cola

Nike

Designer Brands

Why Managing Your Brand Matters

Branding, by its very nature is not optional. If you do not position yourself in people’s minds, they will do it for you. …

Peter Drucker

Graphics © 2002-2007CattLeLogos Brand Management Systems LLC

The ABC’s of Good Branding

Is forAPPROPRIATE

© 2002-2007CattLeLogos Brand Management Systems LLC

Know your audience –

Make a connection

The “Other” Image

© 2002-2007CattLeLogos Brand Management Systems LLC

The ABC’s of Good Marketing

UIs for Unique

Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they’re still boring.

A Purple Cow, though. Now that would be interesting. (For a while.) – Seth Godin, 2002

© 2002-2007CattLeLogos Brand Management Systems LLC

Stand Out from the Herd

I shop at “GW of Los Altos”

© 2002-2007CattLeLogos Brand Management Systems LLC

I shop at “GW of Los Altos”

© 2002-2007CattLeLogos Brand Management Systems LLC

Advertising

Newspapers, magazines, radio, internet, television, yellow pages, direct mail

Analyze the strengths & weaknessesof the medium Which medium will target your customers? What is your advertising budget? What is the cost per million (CPM)?

Publicity

Articles in newspaper

Interview on radio or television

Coverable events

Newsletters

White papers

Speaking engagements & white papers

Volunteer (boards & local committees)

FREE, powerful, hard to control

The ABC’s of Good Branding

Is forBelievable

No Bull Luxury Tractors

© 2002-2007CattLeLogos Brand Management Systems LLC

Blowing the branding:

Bad names Alu-Fanny foil wrap (France) Atum Bom tuna (Portugal) Happy End toilet paper (Germany) Pschitt lemonade (France) Zit lemonade (Germany)

Clairol, a hair products company, introduced the "Mist Stick", a curling iron, into Germany only to find out that, in German, “mist” is slang for manure.

Lost in Translation

Electrolux, a Scandinavian vacuum manufacturer, used this ad in the U.S.:

"Nothing sucks like an Electrolux."

The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. Their Spanish translation read:

"Are you lactating?"

In Italy, a campaign for "Schweppes Tonic Water" translated the name into the much less thirst quenching

"Schweppes Toilet Water."

Lost in Translation

Ke-ke-ken-la

• The name Coca-Cola in China was first rendered as Ke-ke-ken-la.

• Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect.

ko-kou-ko-le

• Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, ko-kou-ko-le, which can be loosely translated as "happiness in the mouth."

The ABC’s of Good Branding

CIs for

Consistency and Clarity

Keep monitoring your marketing to

make sure that your images, messages,

and value stay consistent!

Tips for Creating a Logo

Must be resizable: make sure it still looks good when size is reduced

Must look good in black & white as well as in color

Choose type carefully: must be able to read when small; use only one font (no more than two)

Keep it Simple

Recognizable from different angles

Must relate to the business or product

Excellent Logo – the Nike Swoosh

•Resizable

•Simple

•Recognizable from any angle

•Looks good in any color and black & white

•Makes you think of speed and things being “right” (check mark)

Tips for Creating a Slogan Keep it short and simple. (No more than 10 words.)

Make it memorable. (Puts a picture in your mind.)

Explains what you do and how it benefits the customer.

Ask yourself what you want the customer to remember about your business.

Use keywords for your business; use thesaurus.

Be creative!

Get input from others. Make several and ask which is best.

Excellent Slogans

“Betcha can’t eat just one.” – Lay’s

“Breakfast of Champions” – Wheaties

“Have it your way.” – Burger King

“Just Do It” – Nike

“You’re in good hands with Allstate.” – Allstate Insurance Company

“I’m Loving It” – McDonald’s

“Eat fresh” – Subway