Art473 Proj1 Intro 1

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Art473 Proj1 Intro 1

  1. 1. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY All the best strategic and creative thinking in the world can go amuck without an intelligent decision making process. EMILY COHEN ART 473 | CLINTON CARLSON
  2. 2. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY If you neglect to ask what is the purpose, of the project? Your choices of how to solve it become arbitrary and you will suffer the nagging feeling of arbitrariness. You will experience the anxiety of wondering would another solution have been more successful?... Uncovering the essential purpose of any endeavor requires asking something what it wants to be and discovering how that relates to what you want or need it to be. RICHARD SAUL WURMAN ART 473 | CLINTON CARLSON
  3. 3. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY competitive audit ART 473 | CLINTON CARLSON
  4. 4. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY ART 473 | CLINTON CARLSON
  5. 5. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY ART 473 | CLINTON CARLSON
  6. 6. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY Who are they? What do they stand for? What do they look like? What is their personality? What markets/audiences do they serve? What strengths do they have? What weaknesses do they have? ART 473 | CLINTON CARLSON
  7. 7. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY personas ART 473 | CLINTON CARLSON
  8. 8. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY NAME AGE GENDER ETHNICITY INCOME FAMILY EMPLOYMENT/INCOME LEVEL RELEVANT BEHAVIORS TO CLIENT GOALS/TASKS RELATED TO CLIENT QUOTE OR SUMMARY ART 473 | CLINTON CARLSON

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