Art473 Proj1 Intro 2

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Art473 Proj1 Intro 2

  1. 1. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY The goal in creating a brand identity is not just surface consistency but inner coherence. AUBREY BALKIND ART 473 | CLINTON CARLSON
  2. 2. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY The best way to predict the future is to create it. ALAN KAY ART 473 | CLINTON CARLSON
  3. 3. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY who are you? ART 473 | CLINTON CARLSON
  4. 4. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY who is your company? Obituary Write an obituary of your company after being in business for 25 years. Who were they? What were they passionate about? What kept them going? ZAG | PG 50 ART 473 | CLINTON CARLSON
  5. 5. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY what is their personality? Personality map Quality is not a personality trait. What is? Map 4-6 primary personality traits and 4-6 secondary personality traits. ART 473 | CLINTON CARLSON
  6. 6. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY ART 473 | CLINTON CARLSON
  7. 7. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY what do they do? Purpose statement Write a brief one-sentence summary of why your company is in business besides profit. ZAG | PG 53 ART 473 | CLINTON CARLSON
  8. 8. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY where are they going? Vision statement Picture the future of your company. Make it tangible, visual, measurable. Write a sentence or paragraph that describes what you see. ZAG | PG 54-55 ART 473 | CLINTON CARLSON
  9. 9. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY where wave are they riding? Trends What trend(s) might your business connect with? List and any trends and discuss your business’ connection with them. ZAG | PG 56-57 ART 473 | CLINTON CARLSON
  10. 10. BRAND IDENTITY PROCESS | RESEARCH AND STRATEGY what makes them the “only”? Onliness statement Write a short paragraph that answers: what, how, who, where, why and when. Your brand is the only ________ that ________ for _________ in __________ who __________ in ___________. ZAG | PG 65-68 ART 473 | CLINTON CARLSON

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