color branding 08282013
DESCRIPTION
Color, shape and focus in developing a brand. Advertising vs. publicity. Basic branding tips.TRANSCRIPT
1
BRANDING
A branding program should be designed to differentiate your product from all the other cattle on the range.
(even if all the other cattle look pretty much alike)
04/11/23 [email protected]
2
Singularity
Create the perception that there is no other product on the market quite like
your product.
04/11/23 [email protected]
4
HAMBURGERSCHEESEBURGERSFRENCH FRIESROOT BEERORANGEADECOCA-COLACOFFEEMILKMILKSHAKESCHOCOLATE, VANILLASTRAWBERRY
15¢19¢10¢10¢10¢10¢10¢12¢20¢
(McDonald’s original menu – everything, in all flavors - $1.56)
04/11/23 [email protected]
5
Publicity
The birth of a brand is achieved with publicity, not advertising.
(be the first in something)
04/11/23 [email protected]
6
•The leading beer
•The leading light beer
•The leading imported beer
•The leading microbrew
•The leading ice beer
•The leading high-priced beer
•The leading Mexican beer
•The leading German beer
•The leading Canadian beer
•The leading Japanese beer
04/11/23 [email protected]
7
Advertising
First, publicity, to get brand leadership (in something).
Then, advertising, to maintain it.
04/11/23 [email protected]
8
Word
A brand should strive to own a word in the mind of the customer.
(Hertz, exactly)
04/11/23 [email protected]
9
Credentials
The collateral you put up to guarantee the performance of your brand.
(It’s the real thing.)
04/11/23 [email protected]
10
Quality
There is almost no correlation between success in the marketplace and
success in comparative testing of brands.
(taste tests, accuracy tests, reliability tests, third-party tests, etc.)
04/11/23 [email protected]
11
New Coke…………....Original Coca-Cola….No difference…………
55%19%29%
New Coke…………....Original Coca-Cola….No difference…………
13%59%28%
blind taste test
“see the brand”taste test
04/11/23 [email protected]
12
Category
Customers don’t really care about new brands, they care about new
categories.
(preempt a new category)
04/11/23 [email protected]
13
TAKE OUT PIZZA“Pizza! Pizza!”(cheaper, two for one)
DELIVERED PIZZA“30 minute arrival”(and tip the driver)
Little Caesars
Domino’s
04/11/23 [email protected]
15
Xerox
In 1959, the 53 year old Haloid Company
introduced the first plain paper copier
as the “XeroX 914.”
(from xerography, coined from the Greek words for “dry” and “writing”)
04/11/23 [email protected]
16
Company
A company is a company as long as the name is not being used as a brand.
A brand is a brand. There is a difference.
(Microsoft Word)
04/11/23 [email protected]
17
Company
That being said, unless there are compelling reasons to do otherwise,
the best branding strategy is to use the company name as the brand.
(Coca-Cola)
04/11/23 [email protected]
18
Shape
A brand’s logotype should be designed to fit the eyes.
(both eyes)
04/11/23 [email protected]
04/11/23 [email protected] 39
Veritas