pff presentation one - brand guide
TRANSCRIPT
BRAND GUIDELINES
YOU ARE MORE THANA LOGO
A Brand Is The Summation OF ANY Touch Points That Makes You Distinct.
ONLY COWS THINK A BRAND ENDS WITH A STAMP
DON’T BE THE COW
Every Interaction Consumers Have With Your Brand Should Feel The Same.
BRAND DISCOVERY
MEDIA - SOCIAL - WOM
ADVERTISING
SPONSORSHIPS - IN STORE
IN PERSON
PRODUCT QUALITY - WOM
SOCIAL - RETURNS
PURCHASING ENVIRONMENT
PRODUCT STYLE
BRAND ENGAGMENT
POST ENGAGMENT
To Keep Focused
EVERYONENeeds
Guidelines.
LET’S TALK ABOUT THIS GUY
YOU BETTER KNOW WHO THIS IS.
AND ALSO ABOUT THIS GIRL
THE ONE DOING THE SPLITS....
“It’s A New Era In Fashion - There Are No
Rules”
“Girls do not dress for boys. They dress for themselves, and of course, each other”
Alexander McQueen Betsey Johnson
Two Rebellious Sprits Both Driven Designers
Two Wildly Different Brands
Avant-Guarde Couture
Ultra Premium Thoughtful
EdgyRich Fabrics
SkullsAspirational
Youthful Ready To Wear
Designer Playful Funky
Fun ColoursKisses
Accessible
For all anyone knew, the guys might have been from Kentucky or Kazakhstan, but dressed in McQueen, they were rough trade for Oscar Wilde, or stiff-upper-lippers in a Powell and Pressburger celluloid classic from the second World War, or military cadets from the Napoleonic Wars.”
- Style.com F/W 2011
Boy, oh boy, does Betsey Johnson know how to put on a show. Her spectacle on Valentine’s Day, themed He Loves Me/He Loves Me Not, provided a much needed shot of energy midway through NYFW.
- Style.com F/W 2011
“ “
Both BRANDSAre Amazingly
Consistent...
And Consistency Is King.
SO LET’S BUILD A BRAND!
BRAND GUIDELINES:
STEP 1
What is our mission?
NIKE’S MISSION:
“To Bring Inspiration
and Innovation
to every athlete in the
world.”
MICHAEL JORDAN
OSCAR PISTORIUS
TONY HAWK
TIGER WOODS
EVERYONE THAT EVER PICKED UP A BALL...
BRAND GUIDELINES:
STEP 2
What do we value?
FunPlayfulness
DiversityRelevancy
“WE ARE EXCITED TO ILLUSTRATE WHAT IS
MAKING HISTORY TODAY IN A FUN AND
PLAYFUL WAY. KRAFT FOODS HAS A PROUD
HISTORY OF CELEBRATING DIVERSITY AND
INCLUSIVENESS. WE FEEL THE OREO AD IS
A FUN REFLECTION OF OUR VALUES. THERE
HAS BEEN A LOT OF BUZZ ABOUT THE IMAGE,
AND IT SHOWS HOW RELEVANT OREO IS TO
PEOPLE EVEN AFTER 100 YEARS.”
- BASIL T. MAGLARIS, KRAFT ASSOCIATE
DIRECTOR OF CORPORATE AFFAIRS.
KRAFT VALUES:
BRAND GUIDELINES:
STEP 3
Who is our consumer?
COCO CHANEL TARGETS:
WOMEN18 - 39 ElegantModern Classy
High Income
BRAND GUIDELINES:
STEP 4
What is our tone?
EBAY’S TONE:
HumanHonest
WelcomingFunny Small Smart
BRAND GUIDELINES:
STEP 5
What is the thing that comes to
mind?
DOS EQUIS ESSENCE:
The face of the most
interesting man in the
world.
BRAND GUIDELINES:
STEP 6
Finally it’s time...
what’s our logo look
like?
NEW YORK’SLOGO:
Works two ways.
Has room to breath.
JUST WORKS!
BRAND GUIDELINES:
STEP 7
Pick your fonts.
Seriously.
NEW YORK’SOTHER FONT:
Complementsthe logo.
Clean.
Classy.
THE TEST!
Using All This Information:
“Describe How Your Brand Smells.”
Seriously.
Next TimeWe’ll Talk...