> AENC: Advanced Marketing                        > VisionPoint Marketing                        > May 17, 2011Tuesday, Ma...
visionpoint overviewTuesday, May 17, 2011
highlights                        > established in March 2001                        > located in Raleigh, NC with 14 empl...
our process                                      VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, Ma...
>   >                                VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
sample tasks by phase                                                VisionPoint Media, Inc. Copyright © 2011. All rights ...
> strategy                                         > branding                                         > web design &      ...
brandTuesday, May 17, 2011
a logo is not your brand                        > a logo does not sell, it IDENTIFIES                        > a logo is r...
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
the branding processTuesday, May 17, 2011
1. getting to know you                           > research, research and more research                           > interv...
2. develop strategy & define personality                                    > words & concepts, not visuals               ...
3. build your tool box                           > core visual elements                           > logo                  ...
4. stockpile the arsenal                            > develop support materials that have specific uses                   ...
5. grow & maintain                        > develop a sophisticated marketing strategy that will support the goals of the ...
brand attributesTuesday, May 17, 2011
Brand Attributes are...                        > words or short phrases that encompass the personality of a brand         ...
Brand Attributes are NOT ...                        > a detailed description of what you do                        > granu...
case studyTuesday, May 17, 2011
The Hamner Institutes for Health SciencesTuesday, May 17, 2011
the challenge                      > 30 year-old, world-renowned institution                      > completely re-inventin...
Brand Attributes                                           VisionPoint Media, Inc. Copyright © 2011. All rights reserved.T...
Collaboration                        The central theme of The Hamner                             Point of convergence     ...
Distinction/Excellence                                 Dr. Hamner is renowned for his commitment to excellence            ...
Scholarship                                            Research is foundation                        UNWAVERING commitment...
Credibility                        30+ years of independent research & relationships with private sector and government   ...
Community                             The Hamner is dedicated to improving community (locally and globally)               ...
Passion                                            Emotional                                Performing at the HIGHEST LEVE...
brand attributes                              Attribute                               Constituent Group                   ...
tag lineTuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07              The Hamner Institutes for Health Sciences                           ...
The Hamner > Employee Event > 06 .14 .07              The Hamner Institutes for Health Sciences                           ...
Visual Vocabulary                                                What is it?                                       > explo...
The Hamner > Employee Event > 06 .14 .07                        clean but not enough ‘distinction’Tuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07                        probably notTuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07                        possibilities: credible, communityTuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07                        some potentialTuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07                        clean, nice, quietTuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07             scholarship, credibility: yes > community, passion: not so muchTuesda...
The Hamner > Employee Event > 06 .14 .07                        very collaborative > not so credibleTuesday, May 17, 2011
The Hamner > Employee Event > 06 .14 .07                        credible: yes > distinct, passionate: definitely notTuesda...
The Hamner > Employee Event > 06 .14 .07                        an opportunity for differentiation existsTuesday, May 17, ...
The Hamner > Employee Event > 06 .14 .07                        possibilitiesTuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
concept                        > a flexible brand approach where the logo takes on properties                          of ...
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
online marketingTuesday, May 17, 2011
What are the most common challenges that       organizations have?                        > Website users can’t find what ...
How can online marketing solve these problems?                        > Website users can’t find what they’re looking for ...
NC State University Jenkins MBA ProgramTuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
sample process & deliverablesTuesday, May 17, 2011
create: information architecture                                                           VisionPoint Media, Inc. Copyrig...
VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
create: visual design                                                VisionPoint Media, Inc. Copyright © 2011. All rights ...
create: build                                        VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday...
where to start?Tuesday, May 17, 2011
mini creative brief                        > goals                        > 5 personality characteristics of your organiza...
lunch > Q & ATuesday, May 17, 2011
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Branding basicsandweb marketingkuehnvisionpoint

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Branding basicsandweb marketingkuehnvisionpoint

  1. 1. > AENC: Advanced Marketing > VisionPoint Marketing > May 17, 2011Tuesday, May 17, 2011
  2. 2. visionpoint overviewTuesday, May 17, 2011
  3. 3. highlights > established in March 2001 > located in Raleigh, NC with 14 employees > specialize in online marketing consultation and execution > strategy through to execution and measurement > numerous design and business awards > focus on what’s right for client (research, design, tech agnostic) > higher education, non-profits and B2B VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  4. 4. our process VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  5. 5. > > VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  6. 6. sample tasks by phase VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  7. 7. > strategy > branding > web design & development core offerings > SEO > paid search > email marketing > social media > print collateral > integrated campaign VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  8. 8. brandTuesday, May 17, 2011
  9. 9. a logo is not your brand > a logo does not sell, it IDENTIFIES > a logo is rarely a description of a business > a logo derives its meaning from the QUALITY OF THE THING IT SYMBOLIZES, not the other way around > a logo is LESS important than the ‘product’ it signifies, what it REPRESENTS is more important than what it looks like from Design, Form, and Chaos ~ Paul Rand : father of American corporate identity: IBM, ABC, Westinghouse, UPS, etc VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  10. 10. Tuesday, May 17, 2011
  11. 11. Tuesday, May 17, 2011
  12. 12. Tuesday, May 17, 2011
  13. 13. Tuesday, May 17, 2011
  14. 14. Tuesday, May 17, 2011
  15. 15. the branding processTuesday, May 17, 2011
  16. 16. 1. getting to know you > research, research and more research > interviews > competitor analysisTuesday, May 17, 2011
  17. 17. 2. develop strategy & define personality > words & concepts, not visuals > attributes > tag line > positioning statement > visual vocabularyTuesday, May 17, 2011
  18. 18. 3. build your tool box > core visual elements > logo > colors > typographyTuesday, May 17, 2011
  19. 19. 4. stockpile the arsenal > develop support materials that have specific uses > stationery > development book > website > email templates > donor presentationTuesday, May 17, 2011
  20. 20. 5. grow & maintain > develop a sophisticated marketing strategy that will support the goals of the organizationTuesday, May 17, 2011
  21. 21. brand attributesTuesday, May 17, 2011
  22. 22. Brand Attributes are... > words or short phrases that encompass the personality of a brand > inspirational > rallying points > criteria for strategic and tactical decisions > the foundation for brand developmentTuesday, May 17, 2011
  23. 23. Brand Attributes are NOT ... > a detailed description of what you do > granular > your organization’s tag line > meant to spark a discussion over semanticsTuesday, May 17, 2011
  24. 24. case studyTuesday, May 17, 2011
  25. 25. The Hamner Institutes for Health SciencesTuesday, May 17, 2011
  26. 26. the challenge > 30 year-old, world-renowned institution > completely re-inventing itself what we did > defined marketing strategy and marketing plan > re-named and re-branded (from CIIT to The Hamner) > attributes, positioning statement, logo, tagline, stationery, signage, website, etc VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  27. 27. Brand Attributes VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  28. 28. Collaboration The central theme of The Hamner Point of convergence ALMOST goes without sayingTuesday, May 17, 2011
  29. 29. Distinction/Excellence Dr. Hamner is renowned for his commitment to excellence Rallying point / pride for The Hamner Become even more distinguished in a very distinguished field through commitment to excellenceTuesday, May 17, 2011
  30. 30. Scholarship Research is foundation UNWAVERING commitment to the highest level pursuit of NEW KNOWLEDGETuesday, May 17, 2011
  31. 31. Credibility 30+ years of independent research & relationships with private sector and government Leverage CIIT’s reputation of being Independent, trustworthy, neutral Highest levels of integrityTuesday, May 17, 2011
  32. 32. Community The Hamner is dedicated to improving community (locally and globally) Unique in this part of country Involved locally via charitable acts, educational events & economic development Globally involved by enabling r&d that serves all humanityTuesday, May 17, 2011
  33. 33. Passion Emotional Performing at the HIGHEST LEVEL. Enabling innovation This is our CALLING ... we are purpose-driven We are TRULY BETTERING THE HUMAN CONDITION!Tuesday, May 17, 2011
  34. 34. brand attributes Attribute Constituent Group Collaboration All groups Distinction / Excellence Internal + all others Scholarship Research / Universities Credibility Pharma / Government Community Local + global Passion Internal + all others VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  35. 35. tag lineTuesday, May 17, 2011
  36. 36. The Hamner > Employee Event > 06 .14 .07 The Hamner Institutes for Health Sciences Where great minds & medicine meet.Tuesday, May 17, 2011
  37. 37. The Hamner > Employee Event > 06 .14 .07 The Hamner Institutes for Health Sciences Where great minds & medicine meet. great = distinction / excellence great minds = scholarship / research medicine = pharma / passion / calling meet = collaboration / communityTuesday, May 17, 2011
  38. 38. Visual Vocabulary What is it? > exploratory visual exercise > helps us quickly test visuals against the brand attributes > helps answer: “Roughly, what do we want to look like?”Tuesday, May 17, 2011
  39. 39. The Hamner > Employee Event > 06 .14 .07 clean but not enough ‘distinction’Tuesday, May 17, 2011
  40. 40. The Hamner > Employee Event > 06 .14 .07 probably notTuesday, May 17, 2011
  41. 41. The Hamner > Employee Event > 06 .14 .07 possibilities: credible, communityTuesday, May 17, 2011
  42. 42. The Hamner > Employee Event > 06 .14 .07 some potentialTuesday, May 17, 2011
  43. 43. The Hamner > Employee Event > 06 .14 .07 clean, nice, quietTuesday, May 17, 2011
  44. 44. The Hamner > Employee Event > 06 .14 .07 scholarship, credibility: yes > community, passion: not so muchTuesday, May 17, 2011
  45. 45. The Hamner > Employee Event > 06 .14 .07 very collaborative > not so credibleTuesday, May 17, 2011
  46. 46. The Hamner > Employee Event > 06 .14 .07 credible: yes > distinct, passionate: definitely notTuesday, May 17, 2011
  47. 47. The Hamner > Employee Event > 06 .14 .07 an opportunity for differentiation existsTuesday, May 17, 2011
  48. 48. The Hamner > Employee Event > 06 .14 .07 possibilitiesTuesday, May 17, 2011
  49. 49. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  50. 50. concept > a flexible brand approach where the logo takes on properties of what it represents > a sheet of paper (representing research) is the vehicle > a blank canvas onto which we can project visions of the future > this approach allows for unlimited growth and flexibility > more of a modern twist YET simple enough to be timelessTuesday, May 17, 2011
  51. 51. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  52. 52. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  53. 53. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  54. 54. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  55. 55. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  56. 56. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  57. 57. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  58. 58. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  59. 59. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  60. 60. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  61. 61. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  62. 62. online marketingTuesday, May 17, 2011
  63. 63. What are the most common challenges that organizations have? > Website users can’t find what they’re looking for. > People don’t understand what we do and why we are valuable. > Our technology is a barrier to communication, not an enabler (Impedes our ability to market ourselves). > Our targets don’t know about us. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  64. 64. How can online marketing solve these problems? > Website users can’t find what they’re looking for = IA > People don’t understand what we do and why we are valuable = Messaging & Content Development > Our technology is a barrier to communication, not an enabler (Impedes our ability to market ourselves) = CMS > Our targets don’t know about us = Online Outreach VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  65. 65. NC State University Jenkins MBA ProgramTuesday, May 17, 2011
  66. 66. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  67. 67. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  68. 68. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  69. 69. Tuesday, May 17, 2011
  70. 70. Tuesday, May 17, 2011
  71. 71. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  72. 72. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  73. 73. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  74. 74. sample process & deliverablesTuesday, May 17, 2011
  75. 75. create: information architecture VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  76. 76. VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  77. 77. create: visual design VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  78. 78. create: build VisionPoint Media, Inc. Copyright © 2011. All rights reserved.Tuesday, May 17, 2011
  79. 79. where to start?Tuesday, May 17, 2011
  80. 80. mini creative brief > goals > 5 personality characteristics of your organization > target audience segmentsTuesday, May 17, 2011
  81. 81. lunch > Q & ATuesday, May 17, 2011
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