AF Brand positioning presentation
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AF Brand positioning presentation

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The final presentation on AF messaging presented by TMG Brand Communciations in May 2004.

The final presentation on AF messaging presented by TMG Brand Communciations in May 2004.

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AF Brand positioning presentation AF Brand positioning presentation Presentation Transcript

  • Defining the Personality Attributes, Brand Story and Overall Messaging Campaign for Apartment Finder Presented May 18, 2004
  • Positioning Statement Apartment Finder is the preferred choice of critical information for apartment shoppers. By constantly studying the lifestyle of today’s renter and adapting our strategies, we effectively connect apartment communities to the most qualified prospects. Definition Differentiation Deliverable
  • AF Corporate Personality Attributes
    • These personality or character traits are used to help define a “look and feel” for the overall visual identity. Singularly, their graphic translation will represent individual approaches to key components such as typography, color and page layout. But taken together as a whole, they begin to build a picture for the Brand Idea, which is the main driver for the visual identity.
    Process Driven Brand Apartment Finder is the preferred choice of critical information for apartment shoppers. By constantly studying the lifestyle of today’s renter and adapting our strategies, we effectively connect apartment communities to the most qualified prospects. Intelligent Fun Adaptive Helpful Determined Focused Approachable Knowledgeable Concerned Human Opportunistic Effective Strong Resourceful In-Touch Engaged
  • Apartment Finder Brand Story
    • From the personality attributes and the positioning, we can now conceive of a Brand Story for the Apartment Finder visual system. A Brand Story is usually a one or two-word idea that is easily translated into a visual language with the additional help of the personality attributes. This language is then used to communicate the qualities and ideas inherent to the brand.
    Process Driven Brand Apartment Finder is the preferred choice of critical information for apartment shoppers. By constantly studying the lifestyle of today’s renter and adapting our strategies, we effectively connect apartment communities to the most qualified prospects. What Drives the Brand Benefit Product Infrastructure Process Experience
  • Apartment Finder Brand Story Fun Impact Understanding Lifestyles Consumer-Focused Client-Focused Intelligent Helpful Concerned Approachable Human In-Touch Adaptive These ideas and attributes translate into an identity that centers around personal stories and narrative. Lots of warm, bright colors used to excess, serif typography, larger text formats, and additional points of interest such as tips and local information that would be of interest to renters. Intelligent Knowledgeable Fun Determined Engaged Strong Adaptive Resourceful Effective Opportunistic These ideas and attributes translate into an identity that centers around a visual language which uses bright colors, large text, graphic violators, and asymmetrical formatting. This scheme would look closer to what Apartment Finder has right now, only with a stronger grid system, approach to typography, and layout definitions. Each story is connected to the proprietary idea of process.
  • Process Driven Brand
    • Product Quality &
    • Value-Added Benefits
    • - Impact and Impression
    • Building a connection w/prospects
    • Price
    • Superior Flexible Service
    • We adapt with you.
    • ROI through Lead Tracking
    • - Renewals
    • Accountability
    Prospect-Focused Distribution - 20/40 Principle - We are wherever your prospects are. - We generate more qualified prospects.
    • Leadership
    • - Real estate is our core business.
    • * NCI distributes 12.5 million books each month through 300,000+ distribution points.
    • * Home seekers view 60 million properties online every month.
    • - Respected industry experts
    Mission   To provide the best advertising solution and deliver the highest number of qualified leads at the lowest possible cost.