Business Storytelling & Brand Development

Ken DeGilio, Course Director

Brand Identity

Agenda

•  22 Laws

•  Taglines

•  Brand Identity •  22 Laws: Shape & Color

•  Designzillas

•  Logo Discussion

•  Final Project

Taglines

Taglines

What is a tagline?

•  Short phrase that captures a company’s brand essence, personality, and positioning

•  Reinforces the brand message

•  Incorporates the word that you OWN!

•  Distinguishes it from its competitors

•  “a clarifier, mantra, company statement or guiding principle that describes, synopsizes, or helps create an interest” (Debra Koontz Traverso, Outsmarting Goliath)

Ecomagination – Smart Grid Technology

5 Types of Taglines

•  Imperative

•  Descriptive

•  Superlative

•  Provocative

•  Specific

Taglines

•  Imperative -- Commands action

•  Begins with verb •  Just do it (Nike) •  Invent (HP) •  Live without a plan (Virgin Mobile) •  Have it your way (Burger King)

Taglines

•  Descriptive -- Describes the product, service, or brand promise •  You’re in good hands (Allstate) •  What happens here stays here (Las Vegas

Convention and Visitors Bureau) •  The relentless pursuit of perfection (Lexus) •  Imagination at work (GE) •  You are now free to move about the country

(Southwest)

Taglines

•  Superlative -- Positions the company as best in class •  The ultimate driving machine (BMW) •  The happiest place on earth (Disneyland)

Taglines

•  Provocative -- Thought-provoking; usually a question •  Got milk? (Dairy Council) •  Where’s the beef ? (Wendy’s) •  Is it live, or is it Memorex? (Memorex) •  Is there a Guitar Hero in you? (Guitar Hero)

Taglines

•  Specific -- Conveys the business category •  All the News That’s Fit to Print (The New York

Times) •  Drivers wanted (Volkswagen) •  Takes a licking and keeps on ticking (Timex)

Tips for Writing an Effective Tagline

•  Summarize your company’s main selling point in a singular, short, catchy, memorable message.

•  Review taglines from other companies in your category, especially competitors.

•  Review taglines of some of your favorite brands. Why do they appeal to you?

Effective Taglines:

  Make sure your tagline:   Captures the brand essence and positioning   Conveys the brand promise   Aligns with your mission statement   Uses the word you’re attempting to own. Review Law of the

Word.   Is unique   Is short   Is easy to say and remember   Doesn’t sound close to anything offensive or negative   Can be protected and trademarked   Does not include quotation marks around it or an

exclamation mark at the end

Taglines of Entertainment Brands

TV •  CNN Headline News

•  Around the world in 30 minutes •  Showtime

•  TV. At its Best.

•  Dexter •  World’s Most Killer Dad

•  Family Guy •  Parental Discretion Advised, that’s how you know it’s good

•  UnCut, Un-PC & Unsuitable for Kids

Taglines of Entertainment Brands

Film   Groundhog Day

  He’s having the day of his life … over and over again.

  Jaws   Don’t go into the water.

  Napoleon Dynamite   He’s out to prove he’s got nothing to prove.

  Star Wars   A long time ago in a galaxy far, far away

Taglines of Entertainment Brands

Music   Mix 105.1

  The best mix of the 80s, 90s, and today   Shure

  Legendary Performance   Pearl

  The best reason to play drums   Def Jam

  Respecting DJs since 1984

Studying Taglines

Research the following.

Entertainment Business Brands a)  What is your favorite company’s tagline? b)  What type of tagline is it? (imperative, superlative, descriptive, provocative,

specific) c)  What are the pro’s and con’s of the tagline, based on the criteria we discussed?

Studying Taglines: Prep for Your Projects

Research the following. Record your answers.

Include your analysis and rationale in your projects.

BPT Project (Your Brand Strategy):

a)  What key ideas, words, or phrases do you want to convey in your tagline?

b)  What are the taglines of your top 3-5 competitors?

c)  What are the strengths and weaknesses of your competitors’ taglines?

d)  How will yours be highly differentiated? More memorable?

“If Taglines Were Honest”

•  iPod: It’ll break in a year, but by then you’ll want the new one.

•  Apple: You think you need it; we know you just want it.

•  Ikea: One day you’ll be able to afford real furniture.

•  Hummer: Get the attention you’ve always craved. While filling up the gas tank again.

•  Taco Bell: You’re drunk and we’re still open.

•  Ben and Jerry’s: Whoa, dude, did you eat that whole thing?

•  Krispy Kreme: Less filling, just as fattening.

•  McDonalds: Always a good idea. Until afterwards.

•  Starbucks: Long lines, high prices and the best legal high available.

www.guardedlyoptimistic.com

Quote: The Emotional Component of Branding

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how

you made them feel.”

Maya Angelou

http://www.brainyquote.com/quotes/quotes/m/mayaangelo392897.html

Brand Design Discussion

Two Classics…

Brandmarks can be either: •  Wordmark (word in unique stylized font)

•  Or a wordmark with a symbol or logo

Types of Brandmarks

1.   Wordmark - Legible word or acronym with distinctive font characteristics.

2.   Letterforms - Letter infused with personality, meaning, symbolism.

3.   Emblems - Pictorial element inextricably connected to the name of the organization. Legibility challenge when minimized.

4.   Pictorial Marks - Literal and recognizable image. May allude to name of company or its mission, or may symbolize a brand attribute.

5.   Abstract/Symbolic Marks - Abstract visual form to convey a big idea or brand attribute.

Grade the Brand Manager

Which is better?

Law of Shape

•  Ideal logo shape is a horizontal rectangle

•  Human vision is primarily horizontal

•  Shape/dimensions of a standard car windshield

•  Most eye-catching and memorable, especially in signage

•  Legibility is critical

•  The word is more important than the font; so make sure it’s readable

•  “The power of a brand name lies in the meaning of the word in the mind.”

Discuss the Shape of the Logo…

Logo Timeline

A Logo Portfolio

Law of Color

•  Color conveys mood, personality; evokes emotional response

•  Own a color

•  Select a color that fits your category

•  Stick with a basic color (red, blue, green, yellow, orange)

•  The pioneer gets first dibs •  If you’re not first, use opposite of competitor’s color

•  What do various colors convey: red, blue, white, black, purple, green •  What are some brands that have utilized these associations?

A Look at Color

What color has each of these brands adopted as part of its brand identity?

•  UPS

•  IBM

•  Starbucks

•  Target

•  McDonald’s

•  American Express

•  Netflix

When using color, be: •  Differentiated •  Purposeful •  Consistent

Some Useful Resources: http://kuler.adobe.com/

http://www.color-wheel-pro.com/color-meaning.html

http://desktoppub.about.com/cs/color/a/symbolism.htm

http://www.underconsideration.com/brandnew

http://www.mariaclaudiacortes.com/colors/Colors.html

What brands come to mind?

Red

Passion, Energy, Power

Orange

Creativity, Energy, Warmth

Yellow

Cheerful, Brilliant, Happiness

Blue

Leadership

Royalty

Purple

Femininity, Happy, Healthy, Content

Pink

Trustworthy, Dependable, Friendliness, Simplicity

Brown

Luxury, Mystery, Sophistication

Black

Growth, Health Environment

Green

Purity, Innocense

White

www.UnderConsideration.com/brandnew

Funtivity – Logos in terms of color & shape

What Color will you OWN?

Case Studies

Activity: Brand Identity Case Studies

•  Working in groups as brand managers for the company

•  Read Brand Identity case study examples (from Designing Brand Identity, Alina Wheeler)

•  Discuss, and present to class: •  Discuss the brand name, logo, word to own

•  The goals of the brand identity campaign

•  The process utilized (what did they decide to do, and why)

•  The result(s) achieved

•  Current Brand Message or Communications

•  Suggest a specific future marketing project or specific promotional plan (provide details, marketing plans, campaign slogans, etc.)

“…these highly successful projects, created by branding firms, design consultancies and in-house creative teams, inspire and exemplify original,

flexible, lasting solutions.”

Case Studies

Homework

For Next Class READ: •  Read 22 Laws’ •  Complete TV Viewing Log •  Bring a draft of your name, mission statement and tagline

Read Business Strategy Project requirements