Embed Size (px)
DESCRIPTION
Parcel retail projects.
Citation preview
2011
PARCEL DESIGN INC.
BRANDINSpIRES
whIlE BRANDINg IS tAlKED ABOUt mORE thAN EVER, thERE StIll SEEmS tO BE cONFUSION ABOUt whAt It REAllY IS – OR pERhApS mORE SpEcIFIcAllY, DOES. Today, a brand is no longer something you can apply to the surface of an organization as if it were nothing more than a mark on cowhide or a catchy tagline on an ad. A good brand does more than simply designate – it builds a distinct impression of what only you can bring to your targeted audiences.
In our experience helping our clients build their brands – as well as building our own – we’ve learned one really important thing: that a good brand inspires good decisions.
BRAND INSpIRES
AlIgNmENt
A BRAND cAN REpRESENt mANY StAKEhOlDERS, BUt thE ONlY wAY thEY’RE hEARD IS whEN YOU SpEAK wIth ONE VOIcE. Involving key stakeholders in the co-creation of the brand creates a richer, more dimensional experience at all customer touchpoints– and guarantees that everyone who is part of your retail network is delivering your message simply, clearly and consistently.
BRAND INSpIRES
AlIgNmENt
2011 overview brochure
2011 2011 overview overview brochurebrochure
BRAND INSPIRES
GROWTH
YOUR BRAND DEFINES: whO YOU ARE, whAt YOU StAND FOR, whERE YOU’RE gOINg, whEN tO cAll YOU, hOw YOU OpERAtE AND, pERhApS mOSt ImpORtANtlY, whY YOU.It gives your intended audience a compelling reason to choose you – and recommend you. It aligns your print, web, advertising and social media channels to maximize the reach and the frequency of that message. A good brand strategy is a launch pad, not a straightjacket.
The return on the investment in branding may seem challenging to measure, but it is certainly not intangible. Allseating, a Toronto-based manufacturer of seating solutions, has seen 30% sales increases over the last three years, some of which can be attributed to refi ned and refocused brand campaigns that have helped the company expand into new markets.
EVERY DAY IS FIllED wIth DEcISIONS.What opportunities to pursue? Who to hire? How best to maximize your budgets? What’s the best way to get your brand in front of your audience? Studies show that most business owners feel a lack of confi dence in their brand’s effectiveness. Not surprisingly these studies also show that most businesses don’t make branding a priority at launch. Being clear on what your brand stands for can help fi lter the decision-making process so you operate with greater consistency and, not to mention, economy.
BRAND INSPIRES
CONFIDENCE
EVERY DAY IS FIllED wIth DEcISIONS.What opportunities to pursue? Who to hire? How best to maximize your budgets? What’s the best way to get your brand in front of your audience? Studies show that most business owners feel a lack of confi dence in their brand’s effectiveness. Not surprisingly these studies also show that most businesses don’t make branding a priority at launch. Being clear on what your brand stands for can help fi lter the decision-making process so you operate with greater consistency and, not to mention, economy.
BRAND INSPIRES
CONFIDENCE
BRAND INSPIRES
CONFIDENCE
BRAND INSpIRES
lOVE
BRAND INSpIRES
lOVE
BRAND INSpIRES
lOVE
pEOplE ARE mORE lIKElY tO SpEND thEIR mONEY ON BRANDS thAt gEt tO thE hEARt OF thE mAttER.This authenticity comes from clearly defi ning your brand, fi nding a way to integrate it into your messaging, and being consistent about what you stand for.
BRAND INSpIRES
A ShIFt
IN ORDER FOR A BRAND tO mOVE YOUR cOmpANY FORwARDIt NEEDS A StRAtEgY thAt cREAtES tRActION.Finding yourself in need of a collision repair shop never happens under happy circumstances. But Marty Reddick, owner of Supreme Collision Centres, has earned a reputation for trying to make it a more enjoyable experience.
BRAND INSpIRES
A ShIFt
IN ORDER FOR A BRAND tO mOVE YOUR cOmpANY FORwARDIt NEEDS A StRAtEgY thAt cREAtES tRActION.Finding yourself in need of a collision repair shop never happens under happy circumstances. But Marty Reddick, owner of Supreme Collision Centres, has earned a reputation for trying to make it a more enjoyable experience.
BRAND INSpIRES
A ShIFtThe bright, white visual tone of the campaign is not only in distinct contrast with competitors who focus marketing messages based on speed and technology, it has instantly resonated with who focus marketing messages based on speed and technology, it has instantly resonated with an audience overwhelmed and intimidated by the auto-repair process.
BRAND INSpIRESchANgE
lIKE thE ORgANIZAtION It pERSONIFIES, A BRAND IS IN A cONStANt StAtE OF EVOlUtION AND gROwth.Periodic brand audits and revisits of your brand strategy give you the insight into whether your brand is still connected with your audience.
BRAND INSpIRESchANgE
lIKE thE ORgANIZAtION It pERSONIFIES, A BRAND IS IN A cONStANt StAtE OF EVOlUtION AND gROwth.Periodic brand audits and revisits of your brand strategy give you the insight into whether your brand is still connected with your audience.
BRAND INSpIRESchANgE
Re-examining, revisiting and revising the brand of an existing company can always be an intimidating proposition, but when executed well, it can be a refreshing process for both internal and external audiences.
BRAND INSPIRES
PERFORMANCE
ENtERtAININg AND EDUcAtINg AUDIENcES cAN RESUlt IN AN UplIFt IN BOth BRAND lOYAltY AND SAlES.Whisky is the type of product that triggers very specifi c memories and, for many, that experience involved a hangover and a lingering bad taste in their mouths. So to encourage an uplift of whisky sales, the LCBO engaged Parcel to create the Whisky Rocks campaign, an in-store experience that entertained audiences and educated consumers on new whisky products and mixes through music.
BRAND INSPIRES
PERFORMANCE
ENtERtAININg AND EDUcAtINg AUDIENcES cAN RESUlt IN AN UplIFt IN BOth BRAND lOYAltY AND SAlES.Whisky is the type of product that triggers very specifi c memories and, for many, that experience involved a hangover and a lingering bad taste in their mouths. So to encourage an uplift of whisky sales, the LCBO engaged Parcel to create the Whisky Rocks campaign, an in-store experience that entertained audiences and educated consumers on new whisky products and mixes through music.
A special edition magazine was created to profile new trends in whisky production and prominent whisky enthusiasts. The result has been an increase in sales and interest in whisky products amongst women and younger consumers.
whAt mAKES YOUR BRAND
INSpIRINg?
whAt mAKES YOUR BRAND
INSpIRINg?
hOw wE FIND OUt IS thROUgh FRANK cONVERSAtIONS, SURVEYS AND INtERVIEwS DESIgNED tO REVEAl UNEXpEctED INSIghtS INtO whAt mAKES YOU UNIQUElY YOU.We then distill those thoughts and ideas into a Brand Map that clearly outlines how to get your brand from where you are now to precisely where you want to be.
wE ARE A SENIOR, mUltI-hYphENAtED tEAm thAt cOmES tOgEthER tO cREAtE ImAgINAtIVE SOlUtIONS thAt AchIEVE RESUltS. It all starts with Julie Mitchell, who founded Parcel in 2004 and gives clients confi dence in their brands through her savvy business acumen and design sensibility throughout our Brand Mapping process.
The Brand Map is given shape under the guidance of Erin Brand, a writer by trade whose specialty is giving brands a voice – and designing the message and plan to get the word out. (Her last name is ‘Brand,’ need we say more?)
The brand elements are given dimension under the creative direction of Yen Chu, who has earned a reputation for creating engaging design solutions that inspire a genuine response. Yen mobilizes the creative team to ensure every thought, every idea and every concept is always challenged to be better.
BRAND INSpIRES
cREAtIVItY
BRAND INSpIRES
cREAtIVItY
wE’RE cREAtINg thE KIND OF FIRm wE’VE AlwAYS wANtED tO wORK FOR. wE’D lOVE tO DIScUSS hOw wE mIght BE thE KIND OF FIRm YOU’VE AlwAYS wANtED tO wORK wIth.
PARCELDESIGN.COM
