BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea Costa

Andrea Costa BrandingDoneRight@gmail.com 2/2014

Etymology: brandr
Burning with ﬁre as a means
of identifying.

ENTREPRENEUR:
The marketing practice of creating a name, symbol
or design that identiﬁes and differentiates a
product from other products.

“
”

Brand or Branding

AMERICAN MARKETING ASSOCIATION:

A brand is a customer experience represented by a
collection of images and ideas; often, it refers to a symbol
such as a name, logo, slogan, and design scheme. "
Brand recognition and other reactions are created by the
accumulation of experiences with the speciﬁc product or
service, both directly relating to its use, and through the
inﬂuence of advertising, design, and media commentary.
“
”

2014

Now, more than ever:

Branding is the ﬂuid, ever-evolving, interactive
and organic process of shaping the identity "
of someone or something.
Andrea Costa

.
“
”

Most Valuable Brands
#1 Apple

.

Source: Business Insider 2/18/2014

#2 Samsung

.

Source: Business Insider
2/18/2014

#3 Google

.

Source: Business Insider 2/28/2014

Typography
Your typography (history of the font—origin—and its
style plays a part in creating the right feeling. Keep in
mind that more than half of your audience will be
viewing on mobile only.

Source: Pew and internet Life Project 2013
Andrea Costa BrandingDoneRight@gmail.com

Color palettes

colourlovers.com kuler.com
Some useful resources:

Environment

Brand look and feel
and
Bluetooth and wiﬁ enables
visual merchandizing to help  
analyze shopper patterns  
as well as oﬀering
suggestions to your
customer as they shop  
on their mobile device.

The Gap, Bloomingdales, Alex & Ani, Brookstone, American Apparel

Andrea Costa BrandingDoneRight@gmail.com
2/2014

Who? What? When? How?
Simplified steps to creating your brand:

Know your brand. Who are you? What do you do?  
Creating clear messaging is usually a removal or simplification process.

What differentiates you? Research the market, know your  
competition. Write down your challenges so issues can be addressed
before you go further.

Refine your brand concept accordingly.

11!Andrea Costa BrandingDoneRight@gmail.com 2/2014

12!
Marketing Your Brand

Creating your branding and marketing plan.

What is your voice (casual, friendly, intellectual, stylish…)?  
This eﬀects your branding and customer relationship in creation.

How do your customers feel?
Plan the steps to create and monitor  
your relationship.

1 2 3

The Customer Relationship.
Improving engagement for growth/action

Analyze engagement
Adjust
campaign

How’s it going?
Start………………


Developing the customer connection

With active listening, customer/brand connections are strengthened
creating loyalty. Brands are challenged to resource this community
development by defining their unique voice, aligning with their core values
and mission and still have an appropriate voice for each social platform.

For instance, connecting on weheartit.com, the brand’s persona is an
individual, an authentic, casual, personable voice. On the Facebook brand
page, the brand persona is a bit more professional and storytelling-aware
as NewsFeed, with embedded photos, videos and links, is an effective way
to connect. (The brand tone may be slightly different but core messaging is
consistent). On LinkedIN, another message alltogether would be
appropriate. Messaging must be aligned with the brand, yet slight voice
alterations to fit the social platform.

Brands morph with each user-experience, to be relevant and succeed.

Developing the customer relationship.

Where do your existing and potential customers spend their time?
You want to be where they are.

Are your customers watching television, what shows? What percent tweet
while watching? Are they going to clubs? Events? What sites do they
visit? What are their favorite brands? Are they reading newspapers/
magazines?

Use the word-of-mouth multiplier eﬀect (of social and earned media).
Are your customers mostly on Facebook? Wechat? Weheartit? Twitter?
Vine? Pinterest? Instagram? Snapchat?


It’s a joint eﬀort. WE are all in it together.

16!

17!Andrea Costa
BrandingDoneRight@gmail.com 2/2014
Growth of Instagram:

18!Andrea Costa

Who? What? Where?

19!Andrea Costa

Change is constant. Stay current. Weheartit.com

20!Andrea Costa

Who? What? Where? Google trends

21!Andrea Costa

Advertising via publicity.
Celebrity associations.

22!Andrea Costa

23!Andrea Costa

24!Andrea Costa

25!Andrea Costa

26!Andrea Costa

Premium jeans on demand: Crowdfunding.

27!
http://kck.st/VxaN0N
Andrea Costa

Jeans on demand: Crowdsourced/funded.

28!
http://igg.me/at/ryb-denim
Andrea Costa

29!
Viral advertising for Denham Jeans

http://www.youtube.com/watch?v=IpHU6TkqWjs

Andrea Costa

Pharrell Williams: A #socialgood teaser!

Buy these jeans and help our oceans.
https://www.g-star.com/en_us/rawfortheoceans/

30!Andrea Costa

1997
STEVE JOBS

It s a complicated and noisy world, and
we re not going to get a chance to get
people to remember much about us...
That chance to make a memory is the essence
of BRAND MARKETING.

DENIM data

32!
Top denim brands per country
http://denimsandjeans.com/top-denim-brands/index.php?
countrynames=USA&Submit=Get+Brand+Names

Data on denim imports per country
http://www.denimsandjeans.com/reports/search.php
Andrea Costa

Thank you. http://linkedin.com/in/andreacostadesign

33!Andrea Costa

BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea Costa

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