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part 3 E of 7 part Case Study
1 Product development
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Luxury brand Case Study
2
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Notes
3
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November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Bruce Eckman
Luxury Brand
Business
Development
Case Study Part 3 E
www.maxruckman.com
4
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5 Brand visualization
Brand
name
development
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6 Creative process
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–
–
–
–
–
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7 Brand identity profile
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8 Naming objectives
suggest architecturally inspired style
suggest the joy of discovery
suggest genuine, authentic
suggest partnership
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preferences for real words in the language
9 Naming criteria
appropriate for door hardware, faucets and related extensions
preference for suggestive or fanciful vs. descriptive names
avoid initials, acronyms, names that can/will be shortened
appropriate for use in north america
all basic criteria legally available, easy to say, difficult to mispronounce, memorable, appealing
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10 Preliminary searches conducted
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11
recommendations
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12 Generic statements evaluated
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13
Brand names
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Echoes Architecturally-Inspired Hardware and Fixtures
14 Brand names
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Cadent Architecturally-Inspired Hardware and Fixtures
15 Brand names
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Sequels Architecturally-Inspired Hardware and Fixtures
16 Brand names
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Arcadian Architecturally-Inspired Hardware and Fixtures
17 Brand names
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Signet Architecturally-Inspired Hardware and Fixtures
18 Brand names
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Archetypes Architecturally-Inspired Hardware and Fixtures
19 Brand names
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“Quotes” Architecturally-Inspired Hardware and Fixtures
20 Brand names
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Re:visions Architecturally-Inspired Hardware and Fixtures
21 Brand names
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Fusion Architecturally-Inspired Hardware and Fixtures
22 Brand names
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23
Brand architecture
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24 Brand architecture
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25 Brand architecture
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26 Brand architecture
for simplicity and clarity, collection names under the range brand should focus on the architectural style and be linked in language and format to the range brand…
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27 Brand architecture
…of
Craftsman
…of
Italian Tuscany
…of
French Country
ECHOES
…from the
visual language of
French Country
…from the
visual language of
Italian Tuscany
…from the
visual language of
Craftsman Style
"QUOTES"
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28 Brand architecture
how do the existing brands fit in this new brand model?
if these two brands are to be included in the brand model, they will confuse and dilute the brand meaning
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29 Brand architecture
the existing brands share similar attributes…
i.e., an authenticity derived from a unifying reference to high culture
they may be able to form an integrated offering separate from the brand model
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30 Brand architecture
further exploration can continue
on some nominal
reference to the brands, but this is
not recommended
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31
Brand visualization
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32 Brand visualization
authentic
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33
Reliable Partner
Brand visualization
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34
Driven by detail
Brand visualization
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35
Stirs the imagination
Brand visualization
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36
Brand story
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37
Craftsman
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…of Craftsman …of Gustav Stickley
38
Echoes
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39
French
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40
Echoes …of French Country …of Samual Chamberlain
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41
Tuscany
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42
echoes …of Italian Tuscany…of Andrea Palladio
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Project Parousia Imark®
43
Name research
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44 Name Research purpose
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45
the high end of the
market, in particular,
continues to grow and
evolve as the aging
population reconfigures
their living arrangements
to reflect the lack of
children and different
social needs for space
Name Research purpose
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46 Name Research purpose
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it was the purpose of the research
to determine which of three names
would best suit the concept and
determine what evocative power,
motivation and imagery the names
would bring with them
47 Name Research purpose
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48
to test the brand name fit-with-concept, 19 in-depth interviews were conducted in chicago and irvine, ca.
Name Research purpose
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49 Name Research purpose
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50 Name Research purpose
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51 Name Research purpose
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52 Name Research purpose
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53 Name Research purpose
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54 Name Research purpose
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55
these names were set in a common typeface, helvetica bold and each name was followed by the descriptive line, architecturally inspired hardware and fixtures, set in helvetica regular
Name Research purpose
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56 Name Research purpose
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57 Name Research purpose
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58 Name Research purpose
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59 Name Research purpose
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60
the intent was to determine the effect of “design” on the preferences of the interviewees as well as the evocative impact of the designs
Name Research purpose
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61 Name Research purpose
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62 Name Research purpose
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as an
endorsement
“brand’' by
baldwin
63 Name Research purpose
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64 Name Research purpose
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65 Name Research purpose
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66
single brand dominant plus (baldwin architecturally inspired hardware and fixtures)
Name Research purpose
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a closing probe was done to see if the baldwin
name could be line extended to include faucets
67 Name Research purpose
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68 Name Research purpose
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69 Project Parousia Imark Name Research
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70 Project Parousia Imark Name Research
base line graphic
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71 Project Parousia Imark Name Research
base line graphic
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72 Project Parousia Imark Name Research
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73 Project Parousia Imark Name Research
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74 Project Parousia Imark Name Research
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75 Project Parousia Imark Name Research
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76 Project Parousia Imark Name Research
6a
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77 Project Parousia Imark Name Research
2a
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78 Project Parousia Imark Name Research
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79 Project Parousia Imark Name Research
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80 Project Parousia Imark Name Research
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81 Project Parousia Imark Name Research
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82 Project Parousia Imark Name Research
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83 Project Parousia Imark Name Research
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84 Project Parousia Imark Name Research
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85 Project Parousia Imark Name Research
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86 Project Parousia Imark Name Research
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87 Name Research findings
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88
the projects were long, often arduous, but
ultimately rewarding
Name Research findings
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89 Name Research findings
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90 Name Research findings
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homeowners broke into two segments
91 Name Research findings
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92 Name Research findings
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the respondents in chicago best represented this segment
93 Name Research findings
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94 Name Research findings
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they wanted the outer part of the house to make a design statement, but the interiors were often a mix of personal needs and eclectic styles
95 Name Research findings
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this segment was less involved, less of a purist at heart and best represented by the respondents in orange county
96 Name Research findings
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97 Name Research findings
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98 Name Research findings
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99 Name Research findings
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100 Name Research findings
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101 Name Research findings
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102 Name Research findings
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103
while
groehe
and jado
were
mentioned
repeatedly,
so was
emtek
Name Research findings
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emtek is growing in popularity, it was perceived as nice quality, good styling and reasonably priced
104 Name Research findings
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105 Name Research findings
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106 Name Research findings
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rocky mountain hardware was reported to have an interesting association with marvin doors
107 Name Research findings
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marvin only has a limited range of styles
108 Name Research findings
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109 Name Research findings
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110 Name Research findings
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111 Name Research findings
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most knew the name, but it was restricted to entry
door hardware, some wall plates and hinges
112 Name Research findings
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113
the perception was that baldwin
was a very good company
Name Research findings
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114 Name Research findings
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115
it was viewed as a bit stodgy, conservative and not very creative
Name Research findings
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116 Name Research findings
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117 Name Research findings
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118 Name Research findings
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119
the concept was positive
for both homeowners
and professionals
Name Research concept
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120 Name Research concept
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121 Name Research concept
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122
homeowners thought they would share this information with their friends who are going through remodeling projects
Name Research concept
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this was a resource that was perceived as valuable to them
123 Name Research concept
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124 Name Research concept
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“builds your confidence, it divides the data, gives
you a focus and lets you conquer, it’s helpful”
125 Name Research concept
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126 Name Research concept
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127 Name Research concept
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128
the look of the visuals and the description made the product seem well researched and that the line would blend together
Name Research concept
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this approach to presenting the
products would help those who
didn’t know what they wanted
as well as those who did know
129 Name Research concept
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“distinctive design sets”
130 Name Research concept
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131 Name Research concept
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132 Name Research concept
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133
the audience
for these
products were
those who had
the economic
resources and
the interest to
invest in
correct
architectural
design for the
period
Name Research concept
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they were affluent clients who
appreciated being brought to a place
that captured the spirit of that time
134 Name Research concept
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135
Name Research concept
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136 Name Research concept
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“having a single source makes my life easier”
137 Name Research concept
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138 Name Research concept
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the concept reminded some homeowners of restoration hardware, with whom they thought the line, would favorably compete
139 Name Research concept
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140 Potential Brand Names
Potential
Brand
names
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141 Potential Brand Names
the initial connotation for this name was that it had something to do with architects or
architecturally inspired products
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142 Potential Brand Names
it seemed high tech, that it would relate in some way to the architecture of the property and be correct design wise
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143 Potential Brand Names
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“it has depth to it. they’ve done their homework”
144 Potential Brand Names
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“you don’t have to think very hard about it”
145 Potential Brand Names
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146 Potential Brand Names
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147 Potential Brand Names
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148 Potential Brand Names
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149 Potential Brand Names
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150 Potential Brand Names
the design statement was more about the architecture than the interior
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151 Potential Brand Names
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the architecture and strength associations made it easier for both men and women to relate to the name
152 Potential Brand Names
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153 Potential Brand Names
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154 Potential Brand Names
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155 Potential Brand Names
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156 Potential Brand Names
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157 Potential Brand Names
looking at the rating scales, the homeowners liked the
name even more than the architects / designers
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158 Potential Brand Names
it scored well on the following dimensions compared to the second place echoes name
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159 Potential Brand Names
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responsible
and
strong
160 Potential Brand Names
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respondents were more generous in their rating of archetypes than they were able to articulate in the interviews
161 Potential Brand Names
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162 Potential Brand Names
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it was a safer, yet
professional
163 Potential Brand Names
the “crisp” style and “neat”,
“compact” letters gave the
name a “professional” air
about it
the style seemed very
“business like” and like it
was for “traditional” types
architects and designers
perceived the name as easier to
understand by their clients than
other approaches
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164 Potential Brand Names
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165 Potential Brand Names
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166 Potential Brand Names
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167 Potential Brand Names
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“it doesn’t know what it is trying to be”
168 Potential Brand Names
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“the transition from one font to another is too abstract”
169 Potential Brand Names
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“daring, creative”
170 Potential Brand Names
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“seems unfinished,
It’s unsettling”
171 Potential Brand Names
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there was also a sense that the ending typeface seemed “too modern” for the concept
172 Potential Brand Names
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173 Potential Brand Names
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174 Potential Brand Names
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175 Potential Brand Names
it was an interesting word
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176 Potential Brand Names
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it had more emotional connotations than archetypes
177 Potential Brand Names
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178 Potential Brand Names
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179 Potential Brand Names
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it was “the finishing touch” that “pulls it all together”
180 Potential Brand Names
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“it summed up the idea of the concept”
181 Potential Brand Names
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182 Potential Brand Names
the idea was of an emotional atmosphere from the past
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183 Potential Brand Names
this gave the concept an aura
of “mystery” and “curiosity”
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184 Potential Brand Names
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185 Potential Brand Names
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“evocative of before and after”
186 Potential Brand Names
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“looking into the past for inspiration”
187 Potential Brand Names
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“this fits my process, what i was trying to capture in the past”
188 Potential Brand Names
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189 Potential Brand Names
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“gives me
the warm
fuzzies
about how
i look at
my home”
190 Potential Brand Names
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191 Potential Brand Names
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192 Potential Brand Names
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193 Potential Brand Names
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194 Potential Brand Names
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195 Potential Brand Names
it brought to mind the interior and exterior fixtures of the house, rather than the form of the house
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196 Potential Brand Names
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this name had a softer, feminine
side to it, which may appeal less
to men than women versus
archetypes
197 Potential Brand Names
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198 Potential Brand Names
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199 Potential Brand Names
echoes was slightly more exciting than archetypes and it was more accessible
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archetypes had that strong, professional
air about it which did not breed closeness
200 Potential Brand Names
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201 Potential Brand Names
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202 Potential Brand Names
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203
Ways of handling
the product line
names
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204 Potential Brand hierarchies
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205 Potential Brand hierarchies
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206 Potential Brand hierarchies
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the new line seemed newer, more sophisticated than expected
based on the style of the design and the names used
207 Potential Brand hierarchies
the message was that baldwin was coming out with a new line of
products that was different from what they were known for
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“it’s effective. it draws you in”
208 Potential Brand hierarchies
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209 Potential Brand hierarchies
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210 Potential Brand hierarchies
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211 Potential Brand hierarchies
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212 Potential Brand hierarchies
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213 Potential Brand hierarchies
this made it seem “boastful” and that “baldwin was selling something”
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it seemed like it was a reliable product but that the spirit of styles was being subjugated into existing lines
214 Potential Brand hierarchies
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215 Potential Brand hierarchies
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216 Potential Brand hierarchies
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217 Potential Brand hierarchies
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218 Potential Brand hierarchies
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219 Potential Brand hierarchies
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220 Potential Brand hierarchies
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“too specific if the baldwin name is not known”
221 Potential Brand hierarchies
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too pure for remodeling jobs which are mixed in design”
222 Potential Brand hierarchies
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223 Potential Brand hierarchies
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224 Potential Brand hierarchies
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225 Potential Brand hierarchies
baldwin
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226 Potential Brand hierarchies
baldwin
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227 Potential Brand hierarchies
baldwin
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if someone was aware of the line, it tended to seem like more of what they are used to
228 Potential Brand hierarchies
baldwin
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229 Potential Brand hierarchies
baldwin
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“same old, same old”
230 Potential Brand hierarchies
baldwin
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“staid, good, quality, not progressive”
231 Potential Brand hierarchies
baldwin
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232 Potential Brand hierarchies
baldwin
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233 Potential Brand hierarchies
baldwin
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234 Potential Brand hierarchies
baldwin
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extending the brand
to faucets seemed
relatively easy
235 Potential Brand hierarchies
baldwin
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236 Potential Brand hierarchies
baldwin
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“they’re not a plumbing company. they’re just copying”
237 Potential Brand hierarchies
baldwin
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“it’s easier to go from plumbing to door locks than vice versa”
238 Potential Brand hierarchies
baldwin
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239
Media
presentation
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240 Media presentation
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241 Media presentation
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242 Media presentation
anything that would help the line stand out from the rest of the
showroom would help
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e..g., lighting displays, clean, understated higher end
displays, interactive computer displays that would
allow the respondents to see and sense the products
in the areas in which they would be located the idea
is to capture the “spirit” of the line and the place
243 Media presentation
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244
recommendations
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245 Recommendations
on the basis of these directional findings, source recommends that a second round of
imark research be conducted on the two strong candidate names archetypes and echoes
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the objective of this round of
imark sessions is to assess the
trade-offs between the emotional
richness and elasticity of the
echoes brand and the quick
understanding and clear-fit-to-
concept of the archetypes brand
246 Recommendations
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stimuli for this next round of imark sessions should be the brand stories for echoes and archetypes presented as movies of in a format similar to the prototype echoes brand story developed earlier in the planning process
247 Recommendations
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248 Recommendations
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249 Recommendations
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250
Summary &
conclusions
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251 Summary & conclusions
the concept was positive for both
homeowners and professionals
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252 Summary & conclusions
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253 Summary & conclusions
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254 Summary & conclusions
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255 Summary & conclusions
the look of the visuals and the description made the products seem well researched and fostered the belief that the collections in the line would be true to their architectural inspiration
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256 Summary & conclusions
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257 Summary & conclusions
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258 Summary & conclusions
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259 Summary & conclusions
Brand names
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260 Summary & conclusions
Brand names
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261 Summary & conclusions
Brand names
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262 Summary & conclusions
Brand names
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263 Summary & conclusions
Brand names
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264 Summary & conclusions
Brand names
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265 Summary & conclusions
Brand names
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the clear preference was that of the line brand is
dominant followed by a known manufacturer’s name,
e.g., “archetypes by baldwin”
this focused the respondent on the product line and
manufacturing quality while giving them reassurance
that the product was credible
266 Summary & conclusions
Manufacturer product line names
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267 Summary & conclusions
Manufacturer product line names
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the baldwin name was less familiar to respondents in
chicago that orange county
the perception was that baldwin was a very good
company
it stood for high quality, sturdy, long lasting,
conservative, brass and was expensive
it was viewed as a bit stodgy, conservative and not
very creative, which at the "traditional” or "colonial"
market, which was not part of the concept statement
or the collections this study was looking at
268 Summary & conclusions
Faucet line extension
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line extending baldwin into faucets was not as difficult as one might think,
assuming the person was aware of baldwin
companies ‘branch out all the time
" as long as the brand image is “faithful to high quality,’ which baldwin is,
extending the brand to faucets seemed relatively easy
269 Summary & conclusions
Faucet line extension
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November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Bruce Eckman
Luxury Brand
Business
Development
Case Study Part 3 E
www.maxruckman.com
270