2. What is a SuperBrand?
A Superbrand has the finest reputation in its field and offers
consumers an emotional and/or tangible benefit over competitors,
which (consciously or sub-consciously) consumers
want, recognise and are confident about investing in.
Superbrands represent quality, reliability, distinction, reputation and prestige.
We are fortunate to have worked on 6 of the Top 100 Best Global Brands
(Based on Interbrand 2009 rankings)
3. Our Brand Experience
Collectively, we have 20+ years of Blue Chip brand experience (above),
& nearly 2 years experience with small & medium-sized businesses (below).
4. About Us
Collective Credentials: we have an MBA, Digital Media Design training, E-Business Certification, Information Technology
Management, and 20+ years of marketing, branding and advertising for Blue Chip brands.
Extended Team: We also work with an exclusive list of talented and award-winning freelancers: graphic designers, web
programmers, app developers, photographers, etc. We use the same talented professionals that big agencies use, but at
freelance rates.
5. What is ‘SimplyD’?
sim·ply dif·fer·ent
1. in a simple manner; clearly and easily. 1. not alike in character or quality;
2. plainly; unaffectedly. differing; dissimilar
3. sincerely; artlessly. 2. not identical; separate or distinct.
4. merely; only: It is simply a cold. 3. various; several.
5. wholly; absolutely: simply irresistible 4. not ordinary; unusual.
Keeping it Simple. And Smart.
We specialize in smart, clear and practical ideas. We apply industry ‘best practices’, and
a good dose of ‘common sense’.
We build brands by proposing unique (different) opportunities, that are easy (simple) to
understand, easy to implement, and most importantly, emotionally-driven.
6. Why Work With Us?
We’ve worked for Tier I marketing companies and award-winning ad agencies, so we
know industry ‘best practices’. We apply this to our strategic thinking, project execution
and client management.
Fortunately, as a small boutique agency, we can streamline the process significantly:
- no unnecessary roles or expensive overhead charged back to clients,
- we pull upon our talented roster of freelance associates as needed,
- we are nimble, and can execute more swiftly and efficiently.
Most importantly, we can deliver more attention to you, and to your business needs.
We offer excellent customer service, and provide tremendous value.
We are hands-on and collaborative.
We truly get to know our clients.
In fact, many clients have already become our good friends.
We enjoy getting to know them, and helping to grow their business.
7. Why Are We Here Today?
Building A Brand, Fostering Consumer Loyalty
8. Why Does Branding Matter?
I have a BMW. But only because BMW stands for Bob Marley and The
Wailers, and not because I need an expensive car.
Bob Marley
Today’s competitive environment is fiercer, and the consumer is more savvy and disconcerting.
What elements maintain your ‘brand equity’? i.e. the degree of consumer recognition, and the
brand’s ability to capture market share or share of voice.
9. Blue Chip Redesigns
Top row: examples of ‘revolutionary’ design. Bottom row: examples of ‘evolutionary’ approach.
After a radical
redesign,
Tropicana sales
dropped by 20%
in 6 weeks
Images courtesy of CNN article ‘What’s in a new logo?, August 2009
Branding is a fun yet challenging exercise. It requires strategy, delicacy and
specialized skills, such as design and colour theory, testing, refinement, etc.
Branding is the visual intersection of ‘left brain’ and ‘right brain’ skill sets.
10. Former Client* > Sunsilk
Case study of how NOT to develop a
brand.
Situation:
• Unilever Canada spent +$17M to
launch new women’s haircare: Sunsilk
• Established brand in developing
countries, entering hyper-competitive
North American market
• Packaging was developed 2 years
prior to launch – already dated & older
consumer appeal
Result:
• 3 logos, 2 new pack redesigns – in
less than 3 years!
• Brand identity has been fragmented;
brand in severe decline.
*when we worked at big (high-overhead, high-fees) ad agencies
12. Our Strategic Approach
2. Industry
Intersection
=
Brand &
Marketing
opportunity
The
Plan
1. Brand 3. Consumer
For large-scale marketing projects, we use our proprietary strategic framework to understand your
current business situation. Most importantly, this helps identify future Brand & Marketing opportunities.
13. 1. Brand DNA (Example)
Brand DNA Other Questions That Would Help Us
To Better Understand Your Brand:
Brand Positioning: Is this ownable?
“Premier organization supported Unique? • What specific value do customers
by the highest quality products Include emotional get from your service?
and services research” benefits, also?
• What characteristic(s) make your
services different than the
competition?
Brand Attributes (Manner): Do the member’s answers mirror
Some attributes your answers?
Leader, “Polished”, Disciplined,
Traditional (not slow + staid), seem
conservative but innovative, contradictory? • Do customers use any direct
competitor’s services? Which
Institutional but a renewed competitors?
sense of vigor, “Dynamism” – a
“hub of activity”. • Do customers use any indirect
competitor’s services?
Everyone is an
‘expert’ in today’s • Which competitors do your
Brand Tone of Voice: customers use?
Media Age; what is
Authoritative, Authentic
your distinct voice?
14. 2. The Industry (Example)
Emotional
advertising
Traditional Modern
image image
Functional
advertising
Perception Mapping the Industry Brands:
– What are the axes? E.g. Conservative Vs
Innovative, Emotional Vs Functional, etc
– Where is your brand relative to the competition?
15. The Marketing focus is always…
• 25 – 45 y/o women with 1 –2 kid(s)
• Urban vs rural(?)
• Income (?)
• Education (?)
• Shopping habits
• Major Household purchasers
• Will splurge on kids over herself
• Driven by brand benefits for her kid(s)
• Web habits:
• uses web to make her life easier & for
information gathering
Consumer Target:
• Enjoys reading / interacting with other
Busy Moms moms (Social, blogs)
3.The CONSUMER!
17. Memorable Visual ID
Create your own visual style…let it be unique for yourself and yet
identifiable for others.
Orson Welles
Makings of a good Visual Identity?
Compelling, memorable, eye-catching, instantly recognizable.
Establishes & reflects Brand tone; ownable to the Brand.
It is a ‘sensory magnet’ for the brand.
Design Elements To Consider:
– Type of Logo (1 of 3 options to choose)
– Font: style, kerning (spacing), italics
– Works in Colour and B&W
– Works across multiple mediums
18. Logo Approach
There are three logo types to consider.
1. Iconic/Symbolic 2. Logotype/Wordmark 3. Combination Marks
All logo examples shown are actual designs concepts for SimplyD clients
20. Memorable Taglines
A brand should strive to own a word in the mind of the consumer.
Al Reis and Laura Reis
Makings of a good tagline?
Succinct, compelling, memorable
Descriptive (functional or emotional benefits, or both)
Ownable to the brand; ideally it ties into the brand
Images courtesy of sloganpower.com
21. Credentials > Tagline & Logo
Brand Connectree
Tagline Where connections take root
Alternative Tags:
The fruit of your connections
The root of all connections
The tree of life
Connect. Grow. Branch Out.
A Web 2.0 site/app to organize,
manage and keep in touch
with your contacts – across Logo
many communication touch
points.
22. Credentials > Tagline & Logo
Brand Nectara
Tagline Live the Luscious Life. Naturally.
Brand Inspiration: putting a modern spin on a Alternative Tags:
conservative industry Sweet Regeneration
Your Luscious Best
Supplement your Perfection
The Natural Essence of You
An organic nutritional supplement
for women. Combining proven
ingredients with the flair of
women’s Health & Beauty
Logo
products.
23. Credentials > Tagline & Logo
Brand ChildUp
Tagline Help your child succeed
Alternative Tags:
The art & science of parenting
Parenting made easy
Making good kids great
Online parenting courses &
curriculum to teach parenting
skills, and educational toys.
Based on the best academic
research from around the world. Logo
27. E-Commerce Marketing
BedHead Pjamas
Ongoing Client
• Goal: Increase online sales and
continually drive brand
awareness
• Action: sales & marketing
strategy & execution. Web
design and maintenance.
Emails, Social Media, Ad
banners, Video
• Results:
Growth in monthly visitors from
5000 - 12,000 visits per month
(140% increase in 5 yrs)
Increased online sales from
www.BedHeadPJs.com
600,000 - 1.5 Million / year Ongoing Client for +5 years
(150% increase in 5 yrs) Annual sales of $1M+
28. E-Commerce Marketing
Mini Me’s Books
Ongoing Client
• Goal: website design & e-
commerce platform, web
application, emails
• Action: Designed &
created e-commerce site
& web application
• Results: won “Best new
2008 Products” award,
PR in Wall St Journal,
The Big Idea with Donny www.MiniMeBooks.com
Deutsch & many Ongoing Client
mags/blogs.
Branding, Website, Emails, PR,
Social Media
29. Web Design & Marketing
Krudar
Ongoing Client
• Goal: drive new gym
memberships
• Action: marketing
strategy, web design,
development &
maintenance. SEO
marketing, monthly
newsletter and email
promotions.
• Results: Increase lead
generation by 65%.
80% conversion of web
leads to customers.
www.krudar.com
Ongoing Client
Branding, Website, Emails, Events
Ahead of schedule to open 2nd gym (2011)
30. Web Design & Marketing
New site design &
Currently being
programmed
Old site design
www.Qray.com / www.Qray.ca
Ongoing Client
Website Redesign, Marketing Strategy,
E-commerce Metrics & Sales Analysis
31. Brand Re-Design & Marketing
www.LaHaut.com
Ongoing Client
New Logo.
New marketing collateral.
Social media
Currently working on new website
Alternative logo concepts
32. Brand Re-Design & Marketing
New Logo & tagline.
New site design & navigation
Consumer Research,
Brand Positioning &
Marketing Strategy
Old site design
www.ChildUp.com
(Site currently being programmed)
4 scrolling main images on Homepage
33. Brand Re-Design & Marketing
New design & navigation
Old site design Currently being programmed
34. Lead Generation > Direct Mail
Lead Generation using Direct
Mailer (tri-fold) & Email
Copy, Design & Marketing Strategy
