branding and communications
DESCRIPTION
Introduction Branding and Communications - what they are Taking a brand to pieces - BP - branding exercise What’s it all for? Who can make a difference to you What is communications? “Effective communication motivates people and helps you to accomplish your goals.” What is communications? Your Audience Your Goals Your Messages What is communications? What is a brand? • The association between a person, organization or product and the end result.TRANSCRIPT
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Overview• Introduction• Branding and Communications - what they are• Taking a brand to pieces - BP - branding exercise• What’s it all for?• Who can make a difference to you• Summary
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Introduction• This morning• Who’s here?• Action sheets.
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What is communications?
“Effective communication motivates people and helps you to accomplish your goals.”
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Your GoalsYour
Audience
Your Messages
What is communications?
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What is communications?
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What is a brand?• The association between a person, organization or
product and the end result.
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For Example...
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Find the End Result... • Reality:• Cramped• Wet and cold• Sweaty• Hard work• Bug bites, sore saddles• Hungry
• Brand:• Adventure• Return to your youth;
what’s important• Feeling good about
Yourself• Friendship
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Take Another LookI’m going to die.I’m going to die.I’m going to die.
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Taking a brand to pieces
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• Old BP logo used from 1979 until 2000
• Corporate, conservative
• Needed to change to keep in touch with changing demographics
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Taking a brand to pieces
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• As far away from gas as possible, more like a face care logo.
• More feminine, use of sans-serif font makes it more modern and understated.
• A big shift in brand appearance.
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• “The initial glow of the BP brand mark has shown signs of wear as critics charge that the brand is not meeting its own challenge to adhere to environmental and safety goals. ...the Wall Street Journal speculates, that ranking will slip (WSJ, 16 June 2006).
• A company’s identity and position statement cannot be simply pasted on to inconsistent actions.”
Honesty
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Vectors
Edgy Status Quo
Professional
Casual
1 10
1
10
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Your turn!
Edgy Status Quo
Professional
Casual
1 10
1
10
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Vectors
Edgy Status Quo
Professional
Casual
1 10
1
10
UtilizeUse
Make Manufacture
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What’s it all for?• What’s the point?• What happens if you don’t do it?• How do you decide what to focus upon?
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Who can make a difference?• Who influences your organization?• What do you want them to do?• How do you prioritize?• ‘Tools’• Feedback, consistency, adapting.
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Summary• Introduction• Branding and Communications• What they are
• Taking a brand to pieces - BP - branding exercise• What’s it all for?• Who can make a difference to you• Summary.