The Corey Branding Salon - Design Exchange Boston
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Expertise at Corey McPherson Nash spans numerous industries and a myriad of branding challenges. We invited participants to actually be a Corey client during this event at Design Exchange Boston on ...

Expertise at Corey McPherson Nash spans numerous industries and a myriad of branding challenges. We invited participants to actually be a Corey client during this event at Design Exchange Boston on October 10, 2013.

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The Corey Branding Salon - Design Exchange Boston Presentation Transcript

  • 1. Branding Salon DxB – 10.10
  • 2. Agenda About Us Branding 101 Corey Criteria Group Critique Thought Sharing
  • 3. About Us
  • 4. WHEN Founded in 1983
  • 5. Where Watertown, MA
  • 6. WHAT WE DO Brand Strategy Message Strategy Identity + Print Digital Communications
  • 7. WHO WE DO IT FOR Technology Education Consumer Healthcare
  • 8. Branding 101
  • 9. The Way Corey Thinks About Brand Branding is the activity of intentionally shaping the perceptions of your audiences to advance your organization.
  • 10. The Way Corey Thinks About Brand BRAND Physical + Mental Name Benefit Tagline Values Logo Personality Color
  • 11. The Way Corey Thinks About Brand Who Are You? Brand Identity What do you offer? Features Why Should i care? Benefits
  • 12. The Way Corey Thinks About Brand Business Plan Brand Strategy Execution Sales Objectives Brand Perception Overall Look & Feel Target Markets Brand Architecture Campaigns Market Landscape Position Social Media Competitive Landscape Naming Communication Pieces Messaging Strategy
  • 13. The five ps POSITION The benefit that sets your brand apart. It is what you want to exist in the minds of the consumers. Promise The pledge to customers about the experience. Permission The scope of the brand – the DO’s and DON’Ts. Personality The voice and attitude. Permanence The enduring qualities of the brand.
  • 14. Winning brand personalities Sincerity Down-to-Earth, Honest, Welcome, Cheerful Excitement Daring, Spirited, Imaginative, Up-to-Date Competence Reliable, Intelligent, Successful Sophistication Upper Class, Charming Ruggedness Outdoorsy, Tough
  • 15. Brand Criteria Is it Relevant? Matters to customer Is it Profitable? We can do well Is it Defensible/ Ownable? Competitors can’t do it well.
  • 16. Corey Criteria
  • 17. Our criteria Strategic Essential Practical COntextual
  • 18. Strategic
  • 19. Brand Identity
  • 20. I Public Brand dentity
  • 21. STRATEGIC = SYMBOLIC CREDIBLE TIMELESS
  • 22. brand criteria / Strategic Symbolic Representative of the brand – either a current reflection or a future vision.
  • 23. Unilever
  • 24. “The logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits we bring to consumers and the world we operate in.” Unilever
  • 25. Unilever / icon break Down
  • 26. brand criteria / credible Credible Well designed type and typefaces, considered iconography, and a balanced palette instill trust.
  • 27. New york public Library
  • 28. New york public Library / sketches + FF Kievit
  • 29. Stanford
  • 30. ABCDEFGHIJ KLMNOPQRS TUVWXYZ& abcdefghijkl mnopqrstuv wxyzæœß/@ Ø(–).:;!?¤¥£§ 1234567890 copyright © gerard unger 2006 Stanford / capitolium news capitolium news headline
  • 31. brand criteria / Strategic Timeless Good design is timeless, not trendy. Invest in perfection up front.
  • 32. Twinings
  • 33. Twinings / Original Storefront, EST. 1706
  • 34. Twinings / Packaging
  • 35. Essential
  • 36. Essential = Simple Relevant UNique
  • 37. brand criteria / Essential Simple Conveys what is essential to the brand. This is a process of distillation. Be simple, not simplistic.
  • 38. CBS
  • 39. CBS (BEFORE)
  • 40. CBS applications
  • 41. brand criteria / Basic Relevant Neon might not be the best choice for a financial consultancy. But it might. Consider your clients, their goals, and the competitive landscape.
  • 42. PWC
  • 43. PWC
  • 44. PWC Competitors
  • 45. PWC Unilever
  • 46. PWC Unilever
  • 47. brand criteria / Basic Unique Your logo has to distinguish itself from the competition. Deviating from the expected can distinguish your brand, but be careful not to lose your identity.
  • 48. Whitney Museum
  • 49. Whitney Museum
  • 50. Whitney Museum
  • 51. Whitney Museum
  • 52. Whitney UnileverMuseum
  • 53. Practical
  • 54. Practical = Color Size Orientation
  • 55. brand criteria / practical color Color can greatly enhance your brand identity. However, it needs to work when only one color is available.
  • 56. tiffany’s Unilever
  • 57. Tiffany’s Unilever blue
  • 58. Tiffany’s Unilever blue
  • 59. brand criteria / practical Size Does it work on a button? How about a billboard? In the header? As a favicon?
  • 60. pinterest Unilever
  • 61. pinterest Unilever
  • 62. brand criteria / practical Orientation Your identity needs to be placed in countless settings. Design multiple lockups with different orientations.
  • 63. OCAD Unilever
  • 64. OCAD Unilever
  • 65. OCAD
  • 66. OCAD
  • 67. OCAD Unilever
  • 68. Contextual
  • 69. Contextual = Adaptable Memorable Cultural
  • 70. brand criteria / contextual adaptable Works across all types of mediums – from foil stamps to LCD screens.
  • 71. Slide Title / Section Text
  • 72. NEW YORK Unilever TIMES
  • 73. NEW YORK Unilever TIMES / HEADQUARTERS
  • 74. NEW YORK Unilever TIMES / PRINT
  • 75. New YORK Unilever TIMES / DIGITAL EDITIONS
  • 76. New YORK Unilever TIMES / style magazine
  • 77. brand criteria / contextual Memorable Consider clever visual wit – or perhaps just the opposite; a complex or abstract form that requires deeper thinking.
  • 78. Unilever MEMORABLE: CLEVER LOGOS
  • 79. brand criteria / contextual cultural Be culturally sensitive. Consider stereotypes, as well as the meaning of colors and shapes in different cultures.
  • 80. Unilever Color significance in various cultures
  • 81. Unilever BLACKHAWKS/ CHICAGO WASHINGTON REDSKINS
  • 82. NOTRE DAME Unilever “FIGHTING IRISH”
  • 83. Group Critique
  • 84. Thought Sharing
  • 85. Thanks!