2013 altria createathon presentation - valentine richmond history center

Download 2013 Altria CreateAthon Presentation - Valentine Richmond History Center

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  • Assignment Brand Architecture Communication Strategy This is Richmond, VA Event
  • Assignment Brand Architecture Communication Strategy This is Richmond, VA Event
  • OBJECTIVE: Create a marketing communication strategy and materials that will promote the This is Richmond, Virginia exhibit to members, donors and visitors of the Valentine Richmond History Center AUDIENCE ASSIGNMENT: Educated middle to upper class who live in Richmond and surrounding cities Young Professionals who are Up-andComers in the Richmond Scene DELIVERABLES Brand Architecture Marketing Communication Strategy for This is Richmond, VA Exhibit and Executions Exhibit opening event and on-going events strategy
  • Assignment Brand Architecture
  • What is a Brand? Highly Confidential Brand Analyst, Copenhagen 6
  • Brand (n): A name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition (AMA) Highly Confidential Brand Analyst, Copenhagen 7
  • Network of Associations Few Many Weak Strong Negative Positive Similar to Rivals Differentiated from Rivals Highly Confidential Brand Analyst, Copenhagen 9
  • BRAND ARCHITECTURE Foundational component of the brand building process that provides a lens for evaluating brand strategies, ideas and initiatives to help keep the brand on track
  • CONTINUITY AS THE BRAND EVOLVES
  • What is Brand Architecture?
  • BRAND ARCHITECTURE Brand Assets: Key elements/symbols owned by the brand Brand Personality: Brands human attributes that determine how it talks and acts Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand
  • BRAND ARCHITECTURE Product Attributes Product attributes customers require that the brand chooses to deliver against Brand Assets: Key elements/symbols owned by the brand Brand Personality: Brands human attributes that determine how it talks and acts Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand
  • BRAND ARCHITECTURE Functional Requirements Experiences customers require that the brand chooses to deliver against Product Attributes Product attributes customers require that the brand chooses to deliver against Brand Assets: Key elements/symbols owned by the brand Brand Personality: Brands human attributes that determine how it talks and acts Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand
  • BRAND ARCHITECTURE Emotional & Social Desires Those customer desires the brand seeks to deliver against Functional Requirements Experiences customers require that the brand chooses to deliver against Product Attributes Product attributes customers require that the brand chooses to deliver against Brand Assets: Key elements/symbols owned by the brand Brand Personality: Brands human attributes that determine how it talks and acts Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand
  • BRAND ARCHITECTURE Brand Essence: Enduring Values underlying the Brands uniqueness Emotional & Social Desires Those customer desires the brand seeks to deliver against Functional Requirements Experiences customers require that the brand chooses to deliver against Product Attributes Product attributes customers require that the brand chooses to deliver against Brand Assets: Key elements/symbols owned by the brand Brand Personality: Brands human attributes that determine how it talks and acts Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand
  • {ASSETS} Which of these do consumers recognize? (Unaided or aided) Brand Asset Type What assets does The Valentine own? Symbols Swirling Staircase Colors Red Aided Logos Valentine Logo Aided Image Associations Wickham House, Courts End Aided Other Walking tours, artifacts, collections Aided Shapes Sounds
  • {PERSONALITY} 1. Relationships 2. Self Identify 3. Physique 5. Dimensions 4. Values
  • {PERSONALITY} 1. Relationships 2. Self Identify If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation. 3. Physique 5. Dimensions 4. Values
  • {PERSONALITY} 1. Relationships 2. Self Identify If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation. The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local. 3. Physique 5. Dimensions 4. Values
  • {PERSONALITY} 1. Relationships 2. Self Identify If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation. The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local. 3. Physique 5. Dimensions 4. Values If the Valentine was a person, they would be Mid-30s, with a sport coat over a sweater, wire rim glasses, and sipping a local beverage.
  • {PERSONALITY} 1. Relationships 2. Self Identify If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation. The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local. 3. Physique 5. Dimensions 4. Values If the Valentine was a person, they would be Mid-30s, with a sport coat over a sweater, wire rim glasses, and sipping a local beverage. The Valentine would believe in the importance of community and history, and would be motivated by celebrating the past, contextualizing the present, and creating the future.
  • {PERSONALITY} 1. Relationships 2. Self Identify If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation. 3. Physique 5. Dimensions Neil deGrasse Tyson (Astrophysics Professor who makes science approachable) The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local. 4. Values If the Valentine was a person, they would be Mid-30s, with a sport coat over a sweater, wire rim glasses, and sipping a local beverage. The Valentine would believe in the importance of community and history, and would be motivated by celebrating the past, contextualizing the present, and creating the future.
  • {GUARDRAILS} Must ALWAYS have: Should NEVER be: All things Richmond Stuffy/ Condescending Authentic/ Accessible/ Local Exclusive Logo/ Valentine/ Red Unrelated to Richmond Relevance to past, present and future
  • BRAND PURPOSE STATEMENT Emotional Social Desires ts Functional Requirements Self-Image (Pride in RVA) Knowledge of Richmond (both practical & quirky) Indulgence (I want to have fun!) Entertaining experience for visiting family and friends Fun/engaging activity Product/Museum Attributes Breadth of comprehensive Richmond collection/exhibits Institutional knowledge of Richmond history Walking/bus tours/garden parties Educational Programming Legacy (A voice in shaping the future of Richmond) Platform for engaging with Richmond community (people and issues) Facilitate forum discussions (i.e. conversations on local issues) Facilities/Courtyard/ Restaurant
  • BRAND ESSENCE Essence Statement CONNECT CREATE CELEBRATE Building the bridge from Richmonds past to its vibrant future Embracing RVAs history and building a promising future Shaping RVAs future through dialogue and conversation
  • What is a Positioning Statement?
  • POSITIONING STATEMENT (n): A process that determines how a brand will use its identity t