Marketing flexibility An effective identity positions a company for change and growth in the future. It needs to be a workhorse in a wide range of customer touchpoints from the website to an invoice to a vehicle orretail environment. A good system embraces the evolution of marketing strategies and methods.

1. WEEK 5
CLARIFYING STRATEGY

2. The best thing about the future
is that it comes one day at a
time.
Abraham Lincoln

3. GET READY FOR THE FUTURE
Marketing flexibility
• An effective identity positions a company for
change and growth in the future.
• It needs to be a workhorse in a wide range of
customer touchpoints from the website to an
invoice to a vehicle or
retail environment.
• A good system embraces the evolution of
marketing strategies and methods.

4. GET READY FOR THE FUTURE
Fresh, relevant, and recognizable
• The brand identity toolbox encourages
creativity within parameters that always keep
the brand immediately recognizable. A
carefully designed balance between control
and creativity makes it possible to adhere to
the identity standards while achieving specific
marketing objectives.

5. GET READY FOR THE FUTURE
Brand architecture
• Brand identity systems should have long
legs, which means that the marketing of
any new product or service is facilitated
by a durable and flexible brand
architecture and an overarching logic to
anticipate the future.

6. We are trying to build brand
propositions that are exclusive or
proprietary...and unique in solving
critical consumer need states.
James White, SVP,
Corporate Brands Safeway

7. CERTIFICATION
Certification matters because we all
want to be able to tell the difference
between ‘good companies’ and just
good marketing.
Jay Coen Gilbert, Co-founder B Corporation

8. PERSONAL BRANDING
Why has personal branding become so
important? Jobs no longer last forever. The
number of self-employed individuals has
increased dramatically over the last decade. A
third of our workforce is now self-employed.
And we are all connected 24/7.

9. THE IMPORTANCE OF
PERSONAL BRAND
https://www.youtube.com/watch?v=s3B7OeEH
GRo

10. NOW, YOU HAVE YOUR BRAND
• Then what’s
next for
Corporate
Identity
Strategy?????

11. STRATEGY #1
Work with talented people to create
something that will be of compelling
benefit to the customer.
Susan Avarde, Managing Director,
Global Branding
Citigroup Consumer Businesses

12. The process is the process, but then
you need a spark of genius.
Brian P. Tierney, Esq., Founder Tierney Communications

13. You may have the greatest bunch of
individual
stars in the world, but if they don’t play
together, the club won’t be worth a dime.
Babe Ruth

14. Strategy #2
• COLLABORATION

15. It was an amazing collaborative
experience. There is so much complexity in
making something so simple. Each one of
us
had a piece of soul in this Centennial
Olympic project. Malcolm Grear
CEO
Malcolm Grear Designers

16. POP QUIZ
What logo is this?

17. YOU TASK THIS WEEK IS:
• MAK A VIDEO OF YOUR LOGO.
• TELL THE STORY OF YOUR LOGO
Like this:
https://www.youtube.com/watch?v=UKc271fj2o
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