Color branding 08282013
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Color, shape and focus in developing a brand. Advertising vs. publicity. Basic branding tips.
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Color branding 08282013
- 1. 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) 08/30/13 jgillis767@aol.com
- 2. 2 Singularity Create the perception that there is no other product on the market quite like your product. 08/30/13 jgillis767@aol.com
- 3. 3 Contraction A brand becomes stronger when you narrow its focus. 08/30/13 jgillis767@aol.com
- 4. 4 HAMBURGERS CHEESEBURGERS FRENCH FRIES ROOT BEER ORANGEADE COCA-COLA COFFEE MILK MILKSHAKES CHOCOLATE, VANILLA STRAWBERRY 15¢ 19¢ 10¢ 10¢ 10¢ 10¢ 10¢ 12¢ 20¢ (McDonald’s original menu – everything, in all flavors - $1.56) 08/30/13 jgillis767@aol.com
- 5. 5 Publicity The birth of a brand is achieved with publicity, not advertising. (be the first in something) 08/30/13 jgillis767@aol.com
- 6. 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 08/30/13 jgillis767@aol.com
- 7. 7 Advertising First, publicity, to get brand leadership (in something). Then, advertising, to maintain it. 08/30/13 jgillis767@aol.com
- 8. 8 Word A brand should strive to own a word in the mind of the customer. (Hertz, exactly) 08/30/13 jgillis767@aol.com
- 9. 9 Credentials The collateral you put up to guarantee the performance of your brand. (It’s the real thing.) 08/30/13 jgillis767@aol.com
- 10. 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.) 08/30/13 jgillis767@aol.com
- 11. 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 08/30/13 jgillis767@aol.com
- 12. 12 Category Customers don’t really care about new brands, they care about new categories. (preempt a new category) 08/30/13 jgillis767@aol.com
- 13. 13 TAKE OUT PIZZA “Pizza! Pizza!” (cheaper, two for one) DELIVERED PIZZA “30 minute arrival” (and tip the driver) Little Caesars Domino’s 08/30/13 jgillis767@aol.com
- 14. 14 Name In the long run a brand is nothing more than a name. (Xerox) 08/30/13 jgillis767@aol.com
- 15. 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”) 08/30/13 jgillis767@aol.com
- 16. 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) 08/30/13 jgillis767@aol.com
- 17. 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) 08/30/13 jgillis767@aol.com
- 18. 18 Shape A brand’s logotype should be designed to fit the eyes. (both eyes) 08/30/13 jgillis767@aol.com
- 19. 19 One unit Two and one-quarter units (like a windshield) AVIS 08/30/13 jgillis767@aol.com
- 29. 29 Color Branding JOHN DEERE 08/30/13 jgillis767@aol.com
- 30. 30 Color Branding BURGER KING 08/30/13 jgillis767@aol.com
- 31. 31 Color Branding FED EX 08/30/13 jgillis767@aol.com
- 33. 33 Color Branding Johnnie Walker 08/30/13 jgillis767@aol.com