Trajectory branding and marketing agency: 38 "sparks" for creating new brand energy
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The document outlines 38 "spark starters" across 12 categories to help create new brand energy. It provides examples of companies that exemplify each spark starter through their websites. The categories are relationships, knowledge, transformation, experience, culture, design, utility, passion, interactive, authenticity, vision, and innovation. Each spark starter suggests a strategic approach a brand can take and is illustrated with a company example.
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Trajectory branding and marketing agency: 38 "sparks" for creating new brand energy
- 1. Creating New Brand Energy: 38 Spark Starters Eric Brody, Trajectory President
- 2. 12 Categories/38 Sparks Relationships Knowledge Transformation Experience Culture Design Utility Passion Interactive Authenticity Vision Innovation © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 3. Common Denominator Bigger idea about role of Their brand in people’s lives. © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 4. Relationships © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 5. 1. Be about them, not about you http://community.myalli.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 6. 2. Create platforms for shared passions http://nikeplus.nike.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 7. 3. Change the conversation http://www.twitter.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 8. Knowledge © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 9. 4. Be the expert people rely on http://www.google.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 10. 5. Co-create insights http://www.wikipedia.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 11. 6. Be the authority http://www.mckinsey.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 12. Transformation © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 13. 7. For and by the people http://www.zopa.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 14. 8. Create a new business model http:www.bookmooch.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 15. 9. Put the customer in charge http://www.ebay.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 16. Experience
- 17. 10. Tap into senses http://www.wholefoods.com
- 18. 11. Immersive and spectacular http://www.cirquedusoleil.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 19. 12. A third place http://www.starbucks.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 20. Culture © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 21. 13. Spread the love http://www.cocacola.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 22. 14. Change our perspective http://www.dove.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 23. 15. Help improve our future http://www.laptop.org © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 24. 16. Tap into the larger agenda http://www.fairtrade.org.uk © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 25. Design © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 26. 17. Product as marketing http://www.apple.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 27. 18. Remarkable performance http://www.oxo.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 28. 19. Tell a bigger story http://www.hermanmiller.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 29. Utility © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 30. 20. Find new uses for your product http:www.armhammer.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 31. 21. Own the occasion http://www.nestleclassics.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 32. 22. Make life easier http://www.basecamphq.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 33. 23. A more relevant brand story http://www.walmart.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 34. 24. Design for one and all http://www.ikea.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 35. Passion © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 36. 25. Live it from the inside out http:www.harleydavidson.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 37. 26. Come together for a world cause http://www.joinred.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 38. Interactive © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 39. 27. Create “me” experiences http://www.nikeid.nike.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 40. 28. Tap into user insights http://www.ideastorm.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 41. 29. Make people happy http://www.Wii.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 42. Authenticity
- 43. 30. Corporate vision and values http://www.pret.com.us © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 44. 31. American traditions http://www.ralphlauren.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 45. 32. Remake a nostalgia brand http://www.vw.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 46. Vision © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 47. 33. Be the people’s champion http:www.linkedin.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 48. 34. No longer at odds http:www.toyota.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 49. Innovation © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 50. 35. Create a new vision for the market http:www.method.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 51. 36. Overcome the traditional trade-offs http://www.mini.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 52. 37. 10,000 new designs a year http:www.zara.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 53. 38. Liberation http:www.tivo.com © This work is the property of Trajectory LLC and no part of it can be used without our permission.
- 54. Trajectory 20 Community Place Morristown NJ 07960 973-292-1400 www.trajectory4brands.com Contact: Eric Brody, President 973-292-1400 x201 eb@trajectory4brands.com