Brand Design PortfolioReachel W. Bagley
Portfolio Directory
Direct Mail Message TestingBrand DesignConsumer Insight ResearchUsability Centered Web Design
Direct Mail Message Testing
Hierarchical Values Map
Pro
duct
Att
ribut
esP
rodu
ctB
enef
itsC
usto
mer
Ben
efits
Cus
tom
erV
alue
s
Reducedpaperworkacctg time
Accuratetimely
information
Save moneycut costs
Increasedpurchasing
power
Accessible/helpful support
Cash flowexpense
management
DiscountsFree Stuff
Respond quickly
ProductiveLess time on
acctg
Profitablebottom line
management
Sense of control
Cash flow flexibility
Ability toGrow
Peace of mind
SecuritySelf
esteemMake a
difference
businessservicesnetwork
rewardsprogram
webself service
controlsreports
robustreporting
revolvingcredit
lowinterest
universally accepted
card
businessprotectionservices
Results
Brand Design
Verb
al
Vis
ual
brand name
core
Turn the promise of
e-procurement into productivity.
Historical Brand Design
logoslexiconsupporting
integrate
fast
paperless
controlstreamline
productivity
handsfree
GE CPS
vPayment
Inconsistent messageTechnical:“In the weeds”AbstractEmotionally detached
Verb
alV
isu
al
brand name
GE ConsumerFinance
vPayment
core
Payment Control
New Brand Design
logoslexicon
payment
accuracy
exact
certain
approval
authorize
supporting
Single Focus: Payment Control
– Assumed• speed• acceptance• productivity• compatibility• enhanced data
– Own one concept in the mind of the consumer
Payment not purchase
Promotes category rather than product
Everything rolls up to payment control
Positioning
Target Audience Purchasing Agents-medium-sized business
Functional Benefit
Automated Transactions Accurate payments
Personal Benefit Productivity Empowerment/Control
Reason to Believe
GE History Patented technology
Tone Effective achievement Peace of mind
historical revisedCFO’s-large corporationseducation/government
Usability Centered Web Design
ProductivityCard.com
•Maximized screen real estate
•“Apply Now” prominence
•Direct login to Productivity Online
•Streamlined benefit communication
http://www.productivitycard.com
GEBusinessMarketplace.com
Maximized screen real estate“Apply Now” prominence
•Added interactive media
•All information now above screen fold
http://www.gebusinessmarketplace.com
• Significantly reduced use of text
• Minimized content highlights the key options
GoBinder Screen Real Estate Analysis
•Professional, corporate orientation
•Heavy copy, multiple click paths
GoBinder Site Redesign• Student
focused
• Single, focused click path
• Quantifiable reasons to believe
Market Segmentation Profiles
Sample Profiles
•Marketing to people rather than numbers
Consumer Insight Research
Visit the link below to view the Range Rover Market Research Studyhttp://www.reachelandrew.com/RangeRover/
Ethnographies were conducted in order to profile customer segments