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Brand Strategy Aaron Abbott
 

Brand Strategy Aaron Abbott

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    Brand Strategy Aaron Abbott Brand Strategy Aaron Abbott Document Transcript

    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   1   Running  Head:    CJEXCHANGE.COM  BRAND  STRATEGY                 CJexchange.com  Brand  Strategy:  An  Analysis  and  Description   Aaron  M.  Abbott   www.BrandLessBox.com                        
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   2       Abstract     This  brand  analysis  discusses  the  branding  opportunities  of  the  Institute  for   Forensic  Education  (IFFE)  in  regards  to  its  current  focus  of  developing  a  new  Web   site  and  business  model,  CJexchange.com.    For  purposes  of  this  analysis,  the   company’s  existing  business  model,  ForensicDeathInvestigation.com,  will  be   presented  in  relation  to  the  new  opportunities  and  goals  of  the  additional  resources   being  developed  by  the  company.    The  reason  for  this  expansion  is  to  allow  IFFE  to   be  able  to  continue  marketing  to  its  primary  target  market,  while  creating  resources   that  will  allow  them  to  market  to  the  secondary  target  market  at  the  same  time.     While  IFFE  may  be  walking  a  fine  line  of  breaking  the  Law  of  Expansion  (Ries  &  Ries,   2002),  the  company  is  fully  aware  and  sees  immense  branding  opportunities  in   relation  to  the  newly  defined  goals  and  efforts  for  Cjexchange.com.                  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   3       Introduction     Branding  defines  not  only  your  company  and  your  products/services;  it   defines  your  customer’s  feelings  and  experiences  in  relation  to  what  you  provide   them  as  resources  and  solutions.    “Today  we  base  our  choices  more  on  symbolic   attributes…and  the  degree  of  trust  [we]  feel  towards  the  product,”  says  Marty   Neumeier  (p.  8).    He  points  out  that  all  of  this  is  even  more  important  than  the  actual   products/services  the  company  is  providing.    These  ideas  drive  this  analysis  in  the   development  of  the  new  IFFE  brand  and  Web  site/Internet  resource,   CJexchange.com.    As  IFFE  has  worked  hard  to  build  over  100  relationships  with   Universities  and  Government  Agencies  throughout  the  world,  there  is  a  respect  and   grounded  trust  that  will  be  the  backbone  of  the  resources  that  will  be  provided  via   CJexchange.com.    ForensicDeathInvestigation.com  will  continue  on  its  due  course,   while  branding  efforts  of  a  completely  new  perspective  will  feed  the  development  of   CJexchange.com.    This  plan  will  layout  the  guide  by  which  CJexchange.com  will  be   branded  as  the  first  resource  in  the  Criminal  Justice  System  to  provide  career  and   training  solutions  via  the  Internet—with  the  tools  of  Web  2.0  and  mobile  media.   CJexchange.com  Brand  Components   Brand  Name     CJexchange.com  stands  for  the  exchange  of  professional  resources  for  the   career  development  and  training  resources  that  will  fuel  the  minds  of  those  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   4   dedicating  their  lives  to  service  in  the  Criminal  Justice  System.    In  consideration  of   the  effectiveness  of  this  brand  name,  there  are  7  basic  criteria  for  a  good  name  in   branding  (Neumeier,  p.  85):     1.  Distinctiveness    2.  Brevity,   3.  Appropriateness     4.  Easy  Spelling  and  Pronunciation   5.  Likability   6.  Extendibility   7.  Protectability.   The  importance  of  these  factors  is  in  the  value  lent  to  the  mind  of  the  consumer  in   the  recognition  of  your  brand,  recall  of  the  URL,  and  in  the  feeling  created  by  the   experience  of  the  user.         CJexchange.com  is  a  very  distinct  name  for  anyone  involved  in  the  field  of   criminal  justice.    CJ  stands  for  criminal  justice.    And  the  exchange  stands  for  the   exchange  of  information,  education,  and  resources  for  anything  criminal  justice.     There  are  no  resources  like  what  will  be  offered  via  the  site  and  the  name  says   exactly  what  will  be  carried  out  and  whom  the  resources  are  for.    You  can  see  this  in   the  commercials  for  institutions  like  ITT  Technical  Institute  and  the  University  of   Phoenix.      They  refer  to  their  Criminal  Justice  Degree  Programs  as  CJ.    And  even  the   professionals  in  the  field  use  the  initials  in  their  daily  conversations.    The  initials  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   5   make  them  feel  like  we  are  in  the  inside  with  them  and  know  whom  they  are  and   what  they  need.    Distinction  is  earned,  subtle,  and  effective  with  this  name.     Brevity  of  the  name  is  innate.    CJ  is  very  brief  for  criminal  justice.  The   rhyming  relationship  between  the  “CJ”  and  the  “exchange”  will  actually  work  to  help   people  remember  and  recall  the  name  easier.    They  will  actually  hear  the  rhyme  in   their  mind,  reinforcing  the  brand.    If  it  is  easy  to  remember,  and  they  are  a  part  of   our  tribe,  they  must  be  a  great  resource.    The  goal  is  to  make  them  curious  to  find   out  what  the  exchange  is  all  about.     CJexchange.com  is  very  appropriate  and  is  very  easy  for  those  in  the  field  to   say  and  to  spell  out.    The  “x”  adds  a  very  clean  break  in  pronouncing  the  name.    And   the  “x”  is  synonymous  with  sex.    And  wherever  you  can  create  an  association  to  sex,   you  are  getting  inside  the  animalistic  motivations  that  drive  our  desires.    We  will   take  everything  we  can  get  to  attract  attention.    While  the  name  was  not  the  first   choice,  it  is  beginning  to  feel  that  this  is  the  best  choice.    The  branding  will  be   personal  and  professional,  and  is  all  in  the  name.    Leading  into  the  likability  of  the   name  by  the  users.    It  makes  them  feel  the  part  of  who  they  are  and  what  they  do.    It   is  natural  for  them  and  says  what  it  does  for  them.         While  the  extendibility  of  the  name  may  be  questionable  at  first—as  it  may   be  unclear  initially  what  CJexchange.com  is  all  about.    But  once  users  get  a  feel  for   the  multitude  of  resource  provided,  backed  by  the  feel  of  the  brand,  the  name  will   extend  itself  on  the  merits  of  the  users  spreading  the  word  around  the  Criminal   Justice  System.    While  it  can  be  well  extended,  protection  is  paramount.    The  term  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   6   should  have  no  issues  gaining  trademark  protection.    CJ  by  itself  may  have  been  an   issue,  but  the  full  term  CJexchange.com  is  unique  and  cannot  be  challenged.    It  will   become  a  well-­‐protected  term,  branding  a  vested  resource  center  that  will  serve  the   Criminal  Justice  System.     While  these  seven  criteria  show  that  the  name  is  a  good  name,  the  Law  of  the   Proper  name  brings  more  insight  into  the  power  of  the  name  (Ries  &  Ries,  2002).     The  law  points  out  that  your  name  is  what  sets  you  apart  on  the  Internet.    So  your   name  must  be  the  best  amongst  your  market.    More  qualities  are  pointed  out  that   further  support  the  power  and  the  effectiveness  of  CJexchange.com.    These  include:   simplicity,  suggestion  of  category,  uniqueness,  alliterative,  intelligibility,  shocking,   and  personalized.    The  goal  is  to  have  the  name  be  the  brand  and  make  the  user  feel   what  they  will  be  getting  in  return  for  their  visit,  time,  money,  and  more.     CJexchange.com  represents  an  experience  and  so  much  more  that  the  Criminal   Justice  System  has  not  seen  as  of  yet.   Brand  Identity     “Logos  are  dead!  Long  live  icons  and  avatars!”  (Neumeier,  p.  87).    With  this   quote  in  mind,  IFFE  will  take  from  the  existing  logo  the  elements  that  represent   education,  information,  and  solutions  (Figure  1).    The  existing  logo  has  been  around   for  5  years  and  represents  IFFE—versus  the  products  or  solutions.    CJexchange.com   will  be  a  brand,  and  will  be  related  to  IFFE  and  ForensicDeathInvestigation.com  in   only  one  way—the  training  video  resources.    CJexchange.com  will  be  its  own  brand  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   7   with  its  own  identity;  and  an  icon  will  be  developed  that  will  exhibit  the  necessary   qualities  to  represent  and  communicate  the  brand  image  effectively  and  naturally.     The  current  idea  involves  using  an  icon  that  represents  the  earth  that  will   contain  the  initials  “CJ”.    This  will  give  the  brand  an  all  encompassing,  global   identity.    Digging  deeper  and  identifying  the  part  of  CJexchange.com  that  is  the   innovation  behind  the  brand  will  be  identified  by  the  word  “exchange”  wrapping   around  the  globe  like  a  ring  from  another  planet.    Identifying  the  fact  the   CJexchange.com  is  brining  out  of  this  world  resources  to  the  world  of  criminal   justice.     Use  of  color  will  be  considered  in  the  design  of  the  CJexchange.com  icon  in   relation  to  the  “messaging  power  in  marketing  and  branding,”      (Sullivan,  2008).     Red  will  definitely  be  the  major  color  as  it  relates  to  blood,  danger,  and  strength.    A   complimentary  color  could  be  either  white  or  yellow.    The  globe  will  be  blue  so,  quit   possibly  white  would  be  the  wise  choice.    Being  an  American  company  serving  the   American  Criminal  Justice  System,  red,  white,  and  blue  would  most  definitely   promote  patriotism.    The  other  color  to  consider  is  yellow,  for  its  symbolism  of     “wisdom  and  intellect”  (Sullivan,  2008).    By  projecting  image  with  use  of  color  the   brand  identity  can  further  be  established  and  reinforced  (White,  1990).   Brand  Word     Evaluation  of  the  brand  in  consideration  of  the  word  use  uncovers   interesting  insights.    With  consideration  of  the  Law  of  the  Word  “a  brand  should   strive  to  own  a  word  in  the  mind  of  the  consumer”  (Ries  &  Ries,  p.  22).    While  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   8   CJexhange.com  is  in  essence  a  compound  word  made  up  of  three  words,  two  of   which  being  in  initial  form.    However,  the  nature  of  the  word  in  relation  to  the   market  segments,  ownership  of  the  word  exchange  is  created  in  the  minds  of  the   market.    “CJ”  is  the  association,  the  relationship  with  the  target  market  that  calls   their  attention  to  CJexchange.com.    As  explained  previously,  CJ  is  abbreviation  for   criminal  justice,  and  is  utilized  within  the  industry  as  their  jargon  or  slang.    It  can  be   viewed  as  such  as  this  grabs  the  attention  of  those  who  know  what  CJ  stands  for.     This  leaves  the  word  “exchange”  as  the  identifier  for  the  services  and  experience   IFFE  is  providing  via  CJexchange.com.    The  exchange  of  information,  data,  and   experiences  is  what  separates  CJexchange.com  from  any  would  be  competitor.    IFFE   is  the  first  to  provide  these  solutions  in  this  manner,  and  the  word  use  will   consistently  work  to  keep  us  set  apart  from  any  future  competitors.   Business  Card     The  existing  business  card  IFFE  uses  can  be  seen  in  Figure  2.    Keeping  in   mind  that  this  card  was  developed  for  use  with  the  original  site  and  the  original   business  model,  ForensicDeathInvestigstion.com.  It  is  important  to  point  out  that   the  use  of  white  space  and  interesting  graphics  will  be  the  link  between  the  two   Web  sites.    While  each  site  is  designed  specifically  for  different  target  segments,  who   make  use  of  our  resources  in  different,  yet  symbiotic  means,  the  design  of  the   CJexchange.com  card  will  be  similar  in  nature,  with  a  different  logo  and  different   graphics.    Yet  the  feel  will  be  relative.    The  business  card  for  CJexchange.com  will  be   more  like  a  ticket  that  will  motivate  the  prospective  user  to  want  to  get  on  and  see  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   9   what  it  is  all  about.    The  goal  of  the  card  will  be  to  do  what  the  existing  card  does,   project  professionalism  and  resourcefulness  targeted  specifically  for  the  Criminal   Justice  System.    The  tagline  will  be  present  as  wall  as  a  call  to  action  to  motivate  the   prospective  user  to  get  on,  sign  on,  and  pay  for  training  that  day.   Brand  Tagline     IFFE  has  used  the  tagline  “Proudly  serving  Law  Enforcement  for  more  than   25  years…”  for  ForensicDeathInvestigation.com  and  the  company’s  marketing   literature.    This  is  being  pointed  out  in  order  to  show  that  this  tagline  really  is   ineffective—rather,  it  is  counterproductive  in  sorts.    It  is  very  general  and  has   actually  worked  against  IFFE  by  cutting  potential  reach  to  various  market  segments   in  the  field.    The  Criminal  Justice  System  includes  law  enforcement,  forensic   scientists,  lawyers,  Homeland  Security,  private  security,  crime  scene  cleaners,   training  academies,  public  and  private  Universities,  trade  schools  and  so  many  more   professions.    IFFE  basically  pigeon  holed  the  initial  site  into  just  the  law   enforcement  niche.     CJexchange.com  is  a  new  resource  providing  new  solutions  to  the  industry  as   a  whole.    The  proposed  tagline  that  is  close  to  where  it  needs  to  be  is,  “The  first  for   Criminal  Justice.”    Ries  &  Ries  make  numerous  comments  on  the  power  of  not  only   being  the  first,  but  also  having  your  market  segments  recognize  you  as  the  first   (2002).    This  tagline  seems  to  promote  this  idea  and  works  in  correlation  with  the   name  of  the  site.    Look  at  them  together  as  a  sentence  and  get  the  feeling  the  brand  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   10   emits:  “CJexchange.com,  the  first  for  Criminal  Justice.”    It  makes  the  target  feel  that   they  need  to  know  what  the  “exchange”  is.       Brand  Messaging   Brand  Archetype   Expressing  your  brand  through  use  of  an  archetype  is  very  effective  for   communication  and  the  feel.    Use  of  a  brand  archetype  via  Brandhouse.com  has   shown  IFFE  that  their  past  and  future  design  and  marketing  efforts  are  inline  with   the  result  of  this  evaluation  having  IFFE  as  the  Sage  (n.d.).   As  IFFE  holds  true  to  the  Law  of  Siblings  (Ries  &  Ries,  2002)  and  creates  the   new  platform  CJexchange.com,  the  branding  will  provide  clients  with  the   feel/experience  of  the  resources  IFFE  provides  and  will  be  providing.    As  we  are   serving  the  Criminal  Justice  field,  providing  training  resources  and  tools  that   connect  students,  teachers,  and  professionals;  these  main  attributes  fall  perfectly  in   line  with  the  Sage  archetype.    While  the  company  goals  are  to  provide  the  true   experience  behind  crime  scene  and  death  investigation,  exposing  the  reality  with   fact,  IFFE  is  determined  to  provide  clients  with  intelligence,  wisdom,  direction,  and   encouragement.    These  are  all  fine  qualities  of  the  archetype  that  express  the   mission.       Everyone  in  the  field  has  photos  of  crime  scenes,  but  IFFE  put  the  resources   together  for  everyone  else  to  be  able  to  learn  and  contribute.    They  say  the  strategy   of  the  Sage  is  “seeking  out  information  and  knowledge;  self-­‐reflection  and   understanding  thought  processes”  (Brandhouse.com,  n.d.)    This  is  exactly  what  IFFE  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   11   is  about  and  the  image  that  must  be  projected  through  branding.    IFFE  can  become   an  unsung  hero,  a  source  of  resources,  and  an  innovator  in  the  field.    All  completed   by  letting  the  people  do  what  they  need  to  do.    Something  a  Sage  is  capable  of   handling.   While  the  existing  site  is  really  branded  as  an  institution,  the  new  site  will  be   a  resource.    This  resource  will  be  backed  with  images  represented  in  the  Sage.     While  is  still  developing  the  logotype  at  the  moment,  these  qualities  and  attributes   will  be  priority:  understanding  thought  processes,  knowledge,  resourceful,  learning   while  teaching.    If  IFFE  can  develop  an  image  related  to  the  criminal  justice   experience,  that  projects  these  qualities,  the  brand  will  be  like  none  in  the  niche.     IFFE  will  be  an  innovator  of  resources  in  the  niche  and  will  create  an  influx  of   potential  purchasers  to  the  training  resources.       Mission  Statement   CJexchange.com  is  determined  to  consistently  provide  innovative  training  and   Internet  technology  solutions  for  the  entire  Criminal  Justice  System.     CJexchange.com  will  always  provide  next  generation  resources,  backed  by   fundamental  training  resources  that  satisfy  the  ongoing  professional  and   career  needs  for  students,  professionals,  and  instructors  in  the  Criminal  Justice   System.    The  scope  will  always  aim  to  understand  the  needs  of  the  Industry  and   to  provide  solutions  that  will  keep  the  Criminal  Justice  System  educated,   informed,  and  connected.  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   12     The  mission  statement  is  clear  and  concise.    It  points  out  exactly  what  the   company  and  site  will  do,  why,  and  how.      The  main  component  of  success  is  staying   on  top  of  technology  and  knowing  what  the  industry  is  going  to  need  as  they  get  use   to  evolving  Internet  and  mobile  media  technologies.    It  is  written  so  no  matter  the   involvement  with  the  company/resources,  one  will  understand  what   CJexchange.com  does  and  what  the  motivations  are.    It  is  important  to  note  that  as   the  Internet  evolves  almost  day-­‐by-­‐day,  so  too  does  this  mission  statement.    This  is   more  intrinsic  in  the  function  of  the  mission  rather  the  verbiage  of  the  statement.     Innovation  requires  the  ability  to  predict  trends  in  technology  and  needs  of   consumers.    In  order  for  IFFE  to  provide  these  solutions,  in  the  method  they  are  to   be  delivered,  the  mission  must  involve  the  willingness  and  the  ability  to  change  with   the  technologies  as  they  evolve  and  develop.   Brand  Story     A  young  man  was  faced  with  the  most  horrific  scenario  one  could  imagine.     He  had  walked  in  on  his  parents  who  had  just  been  brutally  murdered.    At  the  age  of   14  years,  one  can  imagine  the  feelings,  the  thoughts,  and  the  emotions.    What  do  you   do?    His  obsession  with  the  TV  show  CSI  had  really  paid  off.    He  had  seen  so  many   episodes  he  knew  that  every  criminal  leaves  something  behind.    He  knew  what  had   happened,  and  knew  nothing  could  be  done.    So  he  took  a  deep  breath  and  prayed   for  the  strength,  and  he  walked  outside  and  immediately  dialed  the  police— dropping  to  his  knees.    Having  the  sense  to  leave  the  crime  scene  alone  led  to  the   capture  of  the  murderer.    A  fingernail  shaving  fell  off  in  the  assault  and  DNA  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   13   sampling  led  to  his  capture.    The  instinct  to  know  what  to  do  is  crucial  in  every   aspect  of  the  criminal  justice  investigative  process.      CJexchange.com  not  only   provides  solutions  and  resources  that  connect  you  and  inform  you  of  everything   criminal  justice.    CJexchange.com  provides  training  resources  that  drill  the   fundamentals.    If  Hollywood  and  all  its  drama  can  do  this  for  this  young  man,  image   what  CJexchange.com  does  for  you.   Promotion  Plan     IFFE  has  created  a  strong  name  amongst  many  professionals  in  the  Criminal   Justice  System  over  the  past  5  years  with  ForensicDeathInvestigation.com.    These   people  are  instructors,  teachers,  and  officers.    They  are  the  ones  who  teach  and  train   IFFE’s  secondary  target  market,  the  market  segment  primarily  targeted  for   CJexchange.com.    The  first  strategy  is  to  communicate  with  each  contact,  and  client,   and  tell  them  what  CJexchange.com  is  going  to  provide.    Gathering  their  feedback   and  input  in  these  primary  stages  of  development  will  make  them  feel  like  they  are   contributing  and  will  have  intrinsic  value  for  the  brand  within  their  minds.    IFFE  will   also  learn  what  this  segment  needs  from  these  resources  in  a  very  direct  manner.     By  involving  current  users  and  those  who  have  inquired,  there  is  a  potential  for  a   viral  effect  being  generated  depending  on  how  well  they  take  to  the  ideas  of  the   resources  being  developed.     The  use  of  social  networks,  blogs,  and  PPC  advertising  will  be  implemented   first.    Once  budget  allows,  small  classified  ads  will  be  placed  in  University   newspapers.    The  goal  will  be  to  stimulate  viral  loops  that  generate  traffic  to  the  site  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   14   and  spawn  the  use  of  the  resources.    Mobile  apps  will  be  developed  along  with  the   resources  as  the  budget  permits.    It  will  also  be  a  goal  to  attend  trade  shows  and  job   fairs  involving  the  Criminal  Justice  System.    No  matter  what  form  these  promotional   efforts  take,  they  will  surely  involve  promoting  and  communicating  the  brand  in   creative,  subtle,  and  innovative  ways.    One  such  way  is  to  create  mock-­‐up  crime   scene  videos  and  blast  them  over  the  Internet.    New  opportunities  are  born   everyday,  and  CJexchange.com  will  thrive  of  viral  promotions.   Market  Research   Target  Market     CJexchange.com  will  target  what  has  been  the  traditional  secondary  target   market  of  IFFE  with  ForensicDeathInvestigation.com.    Through  nearly  five  years  of   direct  market  interaction  and  multiple  sources  of  mindful  feedback  from  respected   industry  peers  and  professional  of  the  Criminal  Justice  System,  IFFE  has  gained   valuable  insights  into  what  has  not  served  the  practiced  business  model  versus  what   opportunities  will  drive  more  profits  to  the  company.    The  use  of  Internet   technologies  is  creating  entirely  new  business  model  and  functional  opportunities   for  companies  around  the  world.    As  IFFE  has  offered  all  training  resources  via  the   Internet,  the  primary  target  market,  the  teachers,  instructors,  and  bosses  of  the   secondary  market,  are  familiar  with  the  resources  and  will  be  able  to  provide   support  to  the  value  and  presence  of  the  company.    This  will  provide  invaluable   brand  support  and  should  spark  a  viral  communication  effect  with  the  primary  and   secondary  market  segments—collectively  and  individually.  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   15     While  it  is  outside  the  scope  of  this  analysis  to  explore  the  make-­‐up  of  IFFE’s   primary  market  segment,  it  is  stupid  to  ignore  the  potential  impact  on  the  successful   branding  of  CJexchange.com  as  a  creation  of  IFFE.    The  secondary  market,  the   primary  market  for  CJexchange.com  will  consist  of  a  variety  of  people.    The  market   segment  consists  of,  and  is  not  limited  to,  students  in  the  Criminal  Justice  System   and  just  about  anyone  interested  in  the  topic  of  the  investigation  of  dead  bodies  and   how  to  process  them  from  the  moment  of  initial  contact  to  the  signing  of  the  death   certificate.    The  amount  of  interest  in  the  topic  has  grown  exponentially  over  the   past  10  years  as  such  television  dramas  as  CSI,  NCIS,  Law  &  Order,  and  the  others   have  become  extremely  popular.    In  fact,  there  are  more  the  860,000  fans  registered   on  the  Facebook  CSI  page  (n.d.).    Having  access  to  this  page  alone  provides  a  great   amount  of  demographic  and  psychographic  data  as  to  who  is  interested.    In   combination  with  the  demographics  obtained  via  Quantcast.com,  we  are  truly  able   to  target  these  market  segments  effectively  (n.d.).    An  interesting  statistic  learned  is   that  there  are  more  African  American  females  interested  in  careers  and  education  in   criminal  justice.    While  these  types  of  demographics  give  interesting  insights,  it  is   more  important  to  get  into  the  minds  of  the  actual  users  of  the  product  sold.    IFFE   actually  has  direct  feedback  from  nearly  50  students  who  were  given  access  to  the   training  resources.    The  average  price  point  for  students  to  have  access  to  these   resources  is  right  at  $30.00  US.    Most  importantly,  they  said  the  need  these   resources  and  would  use  them  over  and  over  again   (ForensicDeathInvestigation.com,  n.d.).      
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   16     So  while  it  is  easy  to  sift  through  empirical  data,  knowing  these  facts  is  only   half  the  battle.    IFFE  is  ahead  of  the  game  in  that  they  know  the  consumer’s  wants   and  needs.    Students  can  be  viewed  as  a  single  body,  regardless  of  race  and  the   marketing  efforts  of  CJexchange.com  will  reflect  exactly  that.    The  entire  market   segment  demonstrates  needs  for  Internet  solutions  that  provide  education  and   training  as  well  as  education  and  career  management  resources.    While  the  target   market  segments  will  be  hunted  down  into  the  variety  of  tribes  they  run  in,   CJexchange.com  will  become  the  nucleus  that  attaches  all  segments  of  the  Criminal   Justice  System.    So  in  this  case,  IFFE  will  benefit  tremendously  from  looking  at  the   entire  body  of  the  Criminal  Justice  system  while  formulating  the  actual  business   model.    When  it  come  time  to  actually  implement  marketing  and  advertisements,   IFFE  will  then  develop  specific  literature  and  marketing  media  catered  to  attract  the   interest  and  spark  the  curiosity  of  the  variety  of  market  segments  that  will  benefit   from  and  who  will  actually  pay  to  use  the  resources.    The  entire  body  of  the  Criminal   Justice  System  ranges  from  students  at  the  collegiate  level,  to  professionals  who   have  served  for  the  span  of  a  lifetime  in  some  cases.       The  biggest  factor  is  that  these  resources  are  needed  Internationally.   Language  barriers  must  be  broken  and  translated  forms  of  both  the  site  content  and   the  training  video  content  must  be  made  available.    Partnering  with  a  leader  in   Internet  and  DVD  training  solutions  like  Rosetta  Stone  Software  could  prove  to  be  a   very  unexpected  and  rewarding  partnership.    The  composition  of  the  marketplace   and  the  niches  at  the  International  level  creates  an  opportunity  to  create  an  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   17   International  resource  that  creates  a  working  global  International  Criminal  Justice   Training  Society.    One  valuable  insight  here  is  that  it  is  illegal  in  many  states  of  the   United  States  to  document  and  broadcast  an  autopsy  examination.    While  in  other   countries,  this  surely  is  not  an  issue  in  the  name  of  education.    The  target  market  is   multidimensional  but  unified  within  one  common  aspect—the  way  in  which  these   people  think.    To  be  in  the  Criminal  Justice  System,  you  must  be  a  certain  kind  of   person.    And  this  is  what  IFFE  targets,  these  very  motivations,  rather  than  focusing   solely  on  the  traditional  demographic  data.     Product  Description     The  physical  product  that  is  the  source  of  the  development  of   CJexchange.com  has  been  marketed  via  ForensicDeathInvestigation.com.    This   training  program  consists  of  5  DVD’s,  2  CD-­‐ROM’s,  and  lifetime  access  to  the  training   videos  streaming  online.    The  modules  break  down  as  follows:   Module  1:  The  Forensic  Death  Investigation  DVD  Training  Video   Content  for  the  main  DVD,  Forensic  Death  Investigation,  is  the  result  of   1000's  of  autopsy  and  crime  scene  investigations.  This  video  is  the  first,   all-­‐encompassing,  training  video  that  covers  the  entire  investigation   process  relating  to  crime  and  accident  scenes  resulting  in  death.  To  watch   videos  that  are  in-­‐depth,  and  with  actual  photographs  from  crime  scenes,   this  program  sets  the  standard  for  a  true  audio-­‐visual  learning  experience   discovering  forensics.    
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   18   IFFE  has  implemented  what  is  called  the  KeyWord  CallOut.  Each  time   an  important  concept  or  vocabulary  term  is  referenced  in  narration,  a   graphic  appears  with  the  word  for  visual  reference.  Reinforcing  what  is   heard  in  narration,  and  then  portrayed  with  the  video  images,  is  further   reinforced  by  the  ability  to  see  the  visual  spelling  of  each  integral  concept.   This  technique  submerses  the  users  mind  with  the  content,  stimulating   their  brain  with  multiple  learning  cues,  all  at  once.  This  comprehensive   tool  is  a  first  for  Criminal  Justice.  Forensic  Death  Investigation  exposes   and  explores  each  of  the  following  12  topics:     o Initial  Response   o The  Medical  Examiner   o Identification  of  Human  Remains   o Postmortem  Change   o Blunt  Force  Trauma   o Motor  Vehicle-­‐Pedestrian  Impact   o Incised  Wounds   o Stab  Wounds   o Gunshot  Wounds   o Death  by  Asphyxia   o Burns   o Railway  Injuries    
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   19   Module  2:  Forensic  Death  Investigation  Interactive  CD-­ROM     With  years  of  development  invested,  Forensic  Death  Investigation  is  a   tool  that  feeds  the  mind  and  provides  solid  reinforcement  of  subject   matter  that  depends  on  exposure,  visualization,  and  experiential   understanding.  The  reality  is  this  is  an  innovative  tool  that  supplements   crime  scene  classes  and  crime  scene  schools.  This  is  a  true  interactive   streaming  video  experience.  We  took  Module  1  to  our  studio  and  splice-­‐ edited  it  into  more  than  420  individual  video  clips  that  are  now  used  as   the  library  of  video  answers  in  this  Interactive  Internet  Review  at   www.FdiLab.com.  The  user  can  review  in  sequence,  or  randomly,  the   420+  questions  that  cover  each  topic  of  The  DVD  Training  Video.  Users   are  given  the  choice  to  watch  the  video  answer,  as  well  as  reading  the  text   answer  on  the  screen.  Submersion  into  the  subject  matter,  at  your  pace,   guarantees  a  solid  and  user-­‐rich  learning  experience.   Modules  3,  4,  5,  and  6:   Forensic  Death  Investigation  Question  and  Answer  Review  Series   Further  supporting  the  first  two  Modules  of  the  training  program,   these  (4)  1-­‐hour  DVDs,  put  the  user  in  a  timed  experience.  The  questions   are  displayed  on  the  screen  and  then  followed  by  the  same  video  answers   they  have  been  absorbing  on  www.FdiLab.com.    With  the  ability  to  pause   anywhere  in  the  video,  these  can  be  used  further  for  discussions  and  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   20   lectures.  These  DVDs  will  work  in  both  the  computer  and  in  any   home/entertainment  DVD  player.     Module  3  covers  questions  1-­‐105...   Module  4  covers  questions  106-­‐209...   Module  5  covers  questions  210-­‐313...   Module  6  covers  questions  314-­‐421...   Module  7:  Forensic  Death  Investigation  Resources  CD-­ROM   The  7th  and  final  Module  included  with  Forensic  Death  Investigation  is   this  CD-­‐ROM,  which  contains  printable  versions  of  each  and  every   Question  and  Answer  reviewed  in  this  training  program.    This  also   includes  an  entire  Course  Outline  that  can  be  printed  and  implemented  in   any  manner  to  fit  the  needs  of  the  user.  This  tool  is  a  true  resource  for   Forensic  Programs,  professionals,  and  students  at  every  level  of   education  and  experience.   With  better  understanding  of  the  training  resources,  it  is  plain  to  see  that  IFFE   has  a  very  unique  product  that  provided  innovative  solutions  to  a  refined,  but  ever   expanding  niche.    CJexchange.com  is  being  built  in  order  to  sell  these  training   resources.    While  limited  access  to  the  resources  will  be  made  available  at  a  rate  of   $10.00  US  for  7  days  of  access,  semester  access  will  be  provided  for  those  who   purchase  the  semester  student  special.    This  sale  will  include  the  physical  DVD/CD-­‐ ROM  package  for  an  additional  $25.00  US  on  top  of  the  $39.00  US  charge  for  four   months  of  unlimited  access.    This  will  be  the  only  aspect  of  CJexchange.com  that  will  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   21   be  sold.    Everything  marketed  to  the  Industry  about  CJexchange.com  will  be  free  to   use  services  and  resources.   These  resources  will  be  free  and  will  represent  the  technological  innovations   that  IFFE  has  to  offer  the  Criminal  Justice  System,  especially  the  students.    These   solutions  will  be  in  the  realm  of  Web  2.0  applications  and  mobile  media.    Including   but  not  limited  to  blogs,  social  network,  job  board,  tutoring  services,  interactive   crime  scene  builders,  and  more.    The  goal  is  to  allow  the  user  to  feel  like  they  are   creating  the  brand  themselves  while  we  hand  them  the  tools  to  do  so.    By  connecting   the  Criminal  Justice  System  via  the  Internet,  the  brand  will  grow  as  an  innovator,   provider,  and  teacher.    Long  live  CJExchange.com  as  the  Sage!     Competitive  Differentiators     IFFE  has  been  the  first  to  provide  high  quality  training  videos  involving  the   forensic  investigation  of  the  dead  body  and  processing  at  the  crime  scene.    While   development  of  new  videos  is  mandatory  for  continued  success  of  the  company,  it   still  has  been  branded  as  a  first  in  the  industry.    There  really  are  no  direct   competitors,  except  for  Hollywood.    Hollywood  is  Hollywood  and  students,  teachers,   and  professionals  always  seem  to  differentiate  between  what  is  suitable  to  watch  to   learn,  and  what  was  developed  for  entertainment  purposes.         As  long  as  CJexchange.com  always  provides  up  to  date  technology  and   Internet  based  solutions,  the  brand  differentiation  will  always  be  in  check.    Since   CJexchange.com  will  be  a  true  first  for  the  Criminal  Justice  System,  the  brand  will  be   just  that,  the  first.    All  others  will  either  be  subpar  to  the  resources  offered,  or  the  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   22   market  segments  main  just  ignore  them  entirely.    Once  you  create  a  Google  for  your   industry  so  to  say,  all  others  will  be  Yahooing  to  be  a  Bing.    In  other  words,   CJexchange.com  will  be  the  leader  as  the  pioneer  for  all  encompassing  solutions   providing  resources  for  a  common  need.    Education,  social  applications,  and  career   management  will  be  the  keys  to  making  all  competition  compete  for  second.    By   being  the  first  to  provide  Internet  based  training  solutions,  IFFE  gets  to  build  off  of   this,  solidifying  competitive  differentiation.   Summary     IFFE  has  effectively  used  ForensicDeathInvestigation.com  for  the  past  five   years.    IFFE  has  grown  slowly  yet  effectively,  and  has  understood  and  taken  to  heart   the  feedback  provided  by  potential  users,  users,  and  peers  in  the  field.    Through  this   growth,  and  through  in-­‐depth  research  and  development  of  Web  2.0  Internet   technologies,  IFFE  has  seen  the  opportunity  to  create  another  first  for  the  Criminal   Justice  System—CJexchange.com.    CJexchange.com  will  be  the  first  to  provide  social   and  mobile  media  applications  designed  specifically  for  the  Criminal  Justice  System.     Through  this  Internet  platform,  IFFE  will  be  able  to  market  directly  to  their   secondary  market  segment.    This  segment  has  been  missed  in  all  previous   marketing  efforts  of  ForensicDeathInvestigation.com.    Further,  the  primary  target   market  has  done  nothing  to  matriculate  the  information  to  the  secondary  market.     This  analysis  has  shown  this  and  the  importance  of  branding,  how  it  will  be   developed  and  maintained,  and  what  IFFE  will  do  to  become  another  first  for   criminal  justice.    Branding  is  what  makes  or  breaks  the  success  of  a  company.    IFFE  
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   23   has  indirectly  put  this  process  into  action  over  the  past  five  years,  gaining  valuable   insights  into  the  market  in  respect  to  branding  strategies  and  opportunities.   Research  from  these  market  segments  and  understanding  is  what  will  allow   CJexchange.com  to  become  the  leader  that  innovated  the  Criminal  Justice  System  on   the  Internet.                                    
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   24   Figure  Caption     Figure  1.  This  is  the  original  logo  for  ForensicDeathInvestigation.com.   Figure  2.  This  is  the  original  business  card  for  ForensicDeathInvestigation.com                                        
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   25   Figure  1                      
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   26   Figure  2                            
    •                                                                                  CJexchange.com  Brand  Strategy—www.BrandLessBox.com   27   References   Brandhouse.com.  (n.d.).  Retrieved  October  20,  2009  from  http://www.brandho   use.com/Web/EN/Archetypes/Find+your+archetype   Facebook.com.  (n.d.).  Retrieved  September  23,  2009  from  http://www.facebook.co   m/search/?q=CSI&init=quick#/CSICrimeSceneInvestigation?ref=search&sid =1676255965.319495464..1   ForensicDeathInvestigation.com.  (n.d.).  Retrieved  September  26,  2009  from     http://www.forensicdeathinvestigation.com/   Neumeier,  M.  (2006).  The  brand  gap.  Berkeley,  CA:  New  Riders.   Quantcast.com.  (n.d.).  Retrieved  October  26,  2009  from  http://www.quantcast.com/   Ries,  A.,  &  Ries,  L.  (2002).  The  22  immutable  laws  of  branding.  NY:  HarperCollins.   Sullivan,  E.  (2008).  Color  me  profitable:  Savvy  marketers  recognize  color’s  mess     aging  power  in  marketing  and  branding.  Retrieved  October  23,  2009  from   http://www.ara.nl/weblog/wp-­‐content/uploads/2008/11/kleur.pdf   White,  J.  (1990).  Color  for  the  electronic  age.  New  York,  NY:  Watson-­‐Guptill     Publications.