BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea Costa
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BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea Costa

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These are the visuals that accompanied a branding presentation to the FIT students. 1. Understand your brand, your mission, before you start 2. Define your market, gather data 3. Answer who, what, ...

These are the visuals that accompanied a branding presentation to the FIT students. 1. Understand your brand, your mission, before you start 2. Define your market, gather data 3. Answer who, what, where, how, when. 4. Re-evaluate continually during the process to be sure your communication with your target market (marketing via social media) is aligned with your core values and your mission.

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BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea Costa BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea Costa Presentation Transcript

  • Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Etymology: brandr Burning with fire as a means of identifying. ENTREPRENEUR: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Andrea Costa BrandingDoneRight@gmail.com 2/2014 “ ”
  • Brand or Branding AMERICAN MARKETING ASSOCIATION: A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. " Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. Andrea Costa BrandingDoneRight@gmail.com 2/2014 “ ”
  • 2014 Now, more than ever: Branding is the fluid, ever-evolving, interactive and organic process of shaping the identity " of someone or something. Andrea Costa . Andrea Costa BrandingDoneRight@gmail.com 2/2014 “ ”
  • Most Valuable Brands #1 Apple . Andrea Costa BrandingDoneRight@gmail.com 2/2014 Source: Business Insider 2/18/2014
  • Most Valuable Brands #2 Samsung . Source: Business Insider 2/18/2014
  • Most Valuable Brands #3 Google . Source: Business Insider 2/28/2014
  • Typography Your typography (history of the font—origin—and its style plays a part in creating the right feeling. Keep in mind that more than half of your audience will be viewing on mobile only. Source: Pew and internet Life Project 2013 Andrea Costa BrandingDoneRight@gmail.com
  • Color palettes colourlovers.com kuler.com Andrea Costa BrandingDoneRight@gmail.com 2/2014 Some useful resources:
  • Environment Brand look and feel and Bluetooth and wifi enables visual merchandizing to help 
 analyze shopper patterns 
 as well as offering suggestions to your customer as they shop 
 on their mobile device. The Gap, Bloomingdales, Alex & Ani, Brookstone, American Apparel Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Who? What? When? How? Simplified steps to creating your brand: Know your brand. Who are you? What do you do? 
 Creating clear messaging is usually a removal or simplification process. What differentiates you? Research the market, know your 
 competition. Write down your challenges so issues can be addressed before you go further. Refine your brand concept accordingly. 11!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • 12! Marketing Your Brand Creating your branding and marketing plan. What is your voice (casual, friendly, intellectual, stylish…)? 
 This effects your branding and customer relationship in creation. How do your customers feel? Plan the steps to create and monitor 
 your relationship. 1 2 3 Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • The Customer Relationship. Improving engagement for growth/action Analyze engagement Adjust campaign How’s it going? Start……………… 13!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Developing the customer connection With active listening, customer/brand connections are strengthened creating loyalty. Brands are challenged to resource this community development by defining their unique voice, aligning with their core values and mission and still have an appropriate voice for each social platform. For instance, connecting on weheartit.com, the brand’s persona is an individual, an authentic, casual, personable voice. On the Facebook brand page, the brand persona is a bit more professional and storytelling-aware as NewsFeed, with embedded photos, videos and links, is an effective way to connect. (The brand tone may be slightly different but core messaging is consistent). On LinkedIN, another message alltogether would be appropriate. Messaging must be aligned with the brand, yet slight voice alterations to fit the social platform. Brands morph with each user-experience, to be relevant and succeed. 14!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Developing the customer relationship. Where do your existing and potential customers spend their time? You want to be where they are. Are your customers watching television, what shows? What percent tweet while watching? Are they going to clubs? Events? What sites do they visit? What are their favorite brands? Are they reading newspapers/ magazines? Use the word-of-mouth multiplier effect (of social and earned media). Are your customers mostly on Facebook? Wechat? Weheartit? Twitter? Vine? Pinterest? Instagram? Snapchat? 15!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • It’s a joint effort. WE are all in it together. 16!
  • 17!Andrea Costa BrandingDoneRight@gmail.com 2/2014 Growth of Instagram:
  • 18!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Who? What? Where? 19!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Change is constant. Stay current. Weheartit.com 20!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Who? What? Where? Google trends 21!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Advertising via publicity. Celebrity associations. 22!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • 23!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • 24!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • 25!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • 26!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Premium jeans on demand: Crowdfunding. 27! http://kck.st/VxaN0N Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Jeans on demand: Crowdsourced/funded. 28! http://igg.me/at/ryb-denim Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • 29! Viral advertising for Denham Jeans http://www.youtube.com/watch?v=IpHU6TkqWjs Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Pharrell Williams: A #socialgood teaser! Buy these jeans and help our oceans. https://www.g-star.com/en_us/rawfortheoceans/ 30!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • 1997 STEVE JOBS It s a complicated and noisy world, and we re not going to get a chance to get people to remember much about us... That chance to make a memory is the essence of BRAND MARKETING.
  • DENIM data 32! Top denim brands per country http://denimsandjeans.com/top-denim-brands/index.php? countrynames=USA&Submit=Get+Brand+Names Data on denim imports per country http://www.denimsandjeans.com/reports/search.php Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • Thank you. http://linkedin.com/in/andreacostadesign 33!Andrea Costa BrandingDoneRight@gmail.com 2/2014
  • To reach a Consultant: brandingdoneright@gmail.com Thank you! 34!