F&p brand presentation

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F&p brand presentation

  1. 1. Brand PresentationMay 2010
  2. 2. FISHER & PAYKEL BRAND PRESENTATION 2 Brand strategy and positioning 01.00 | Page 3 Brand elements 02.00 | Page 12 Brand rules 03.00 | Page 21 Current work 04.00 | Page 26 MAY 2010
  3. 3. FISHER & PAYKEL BRAND PRESENTATION 3 Brand strategy and positioning MAY 2010
  4. 4. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 4 01.01 Brand DNA Care, Integrity, Style, Innovation – These values are the foundation of our brand. They are embodied in everything we do. Care Integrity Style Innovation We care for everyone that We proudly stand behind our We are only successful because Innovation is our fuel. We comes in contact with us. And products, their design and there is a certain sense of style innovate everyday and this does not only refer to our performance. All our interactions in everything that we do. We in everything that we do. daily work life. Our products are transparent, honest and provide appliances that not Innovation is about doing are designed to make our respectful. We respect people. only work exceedingly well. We things more intelligently, customers’ lives better and are We respect the environment and provide aesthetic creations to achieve greater efficiency, based on the constant strive do everything in our power to people that make their kitchens and about providing solutions for the most human-centric conserve resources. look amazing. that make our lives easier and design. It is our goal to make our more enjoyable. customers feel that we’re there for them whenever we need to be. In conclusion, everything we do has to be of excellence. We never stop innovating, we truly care, and we deeply believe in our work. MAY 2010
  5. 5. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 5 01.02 Core competitive edge Innovative engineering and design are part of our core competitive edge and the very foundation of our brand. They are the visible evidence of the new luxury. Fisher & Paykel’s innovation is based on the care and respect of humanity. Through research and the fieldtesting, we observe and listen to consumers’ specific needs, continuously improve our products and create new ones. With the 75 years of pioneering spirit we inherited from the founder, “care” enabled us to keep challenging ourselves for creating beyond ordinary quality and design. MAY 2010
  6. 6. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 6 01.03 Brand model Rational and emotional benefit The relevant emotional and rational benefit Tonality – The promises the brand tone of voice the offers the consumer. brand is talking, Look & Feel. What does the brand The differentiating Desired brand offer me? attributes which will Positioning of the perception in the constitute the brand’s brand within the target groups’ minds: character in the competitive field in Brand idea. how shall people talk future. the target groups’ about the brand when Support minds. being exposed to it in What does the brand The reasons why the the future? stand for? consumer should believe the benefit promises. Why should I trust in the brand? Describes the moving force behind the brand; platform for design development and all brand. MAY 2010
  7. 7. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 7 01.04 Tone of the brand Real Distanced Inviting Cold Warm Staged Not genuine MAY 2010
  8. 8. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 8 01.05 Differentiating core brand value “Realness” is our differentiating core brand value. It is also derived from our brand’s DNA. Realness means we are natural, confident, authentic, credible and we reflect our intelligence. Expressing our realness sets us apart in a competitive environment. Whereas our competition presents consumers with artificial and seemingly unreal worlds far from their own life, we are the very opposite. MAY 2010
  9. 9. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 9 01.06 Mobile Phones category examplesMotorola – Not Real Apple iPhone – Real Conclusion – Realness differentiates. Product interaction that you can experience in real life instead of artificial interpretations of design features. MAY 2010
  10. 10. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 10 01.07 Television category examplesAUREA – Not Real Bang & Olufsen – Real Conclusion – Realness differentiates. With no need to over do the staging of a certain benefit the product and it’s fit to peoples lifestyle gets all the attention. MAY 2010
  11. 11. FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 11 01.08 Fisher & Paykel appeal to the consumer Fisher & Paykel offers Their very ...reflects consumers’ the most innovative substance... cutting-edge lifestyle. range of kitchen appliances based on solid engineering and showcasing superb design. Innovative Engineering + Realness = Aspiration & Innovative Design Brand Differentiation Consumer outtake MAY 2010
  12. 12. FISHER & PAYKEL BRAND PRESENTATION 12 Brand elements MAY 2010
  13. 13. FISHER & PAYKEL BRAND PRESENTATION 13 So how do we present the brand to be consistent with the position and personality? MAY 2010
  14. 14. FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 14 02.01 Product imagery – distant vs inviting distant Fisher & Paykel spectrum inviting Target• Product in a studio environment • Product in a real, premium • Product in a real, premium • Product in a real, high end • Product in a real, everyday environment environment environment environment• People do not appear • People do not appear • People are not clearly visible (blurred • People are shown clearly – • People are shown clearly – ordinary• Products are the heroes in the background, details, etc.) approachable • Products do not have only their • People use the products original function but are also state of • People do not use the products • People use the products the art objects MAY 2010
  15. 15. FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 15 02.02 Product imagery – real vs staged real Fisher & Paykel spectrum staged Target • Natural, clear lightsetting • Exciting but natural lightsetting with dynamic accents • Artificial exaggerated lighting MAY 2010
  16. 16. FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 16 02.03 People imagery – distant vs inviting distant Fisher & Paykel spectrum inviting Target • Distant up to arrogant characters • More distant characters • Inviting, emotional characters • Facial expression is reserved up to • Facial expression is open up to reserved • Friendly open facial expression condescendingly • Approachable MAY 2010
  17. 17. FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 17 02.04 People imagery – real vs staged real Fisher & Paykel spectrum staged Target • Real, authentic characters • Staged character • Natural but exciting lighting • Artificial lighting • Natural gestures • False gestures • Comfortable posture • People posing MAY 2010
  18. 18. FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 18 02.05 Food imagery – distant vs inviting distant Fisher & Paykel spectrum inviting Target • You feel passion for it • You enjoy it • You need it • It is cooked for you • You can cook it • You cook it • Food is an artwork • More stylised pictures • Food is nutrition • Organic, simple images MAY 2010
  19. 19. FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 19 02.06 Food imagery – real vs staged real Fisher & Paykel spectrum staged Target• Food is recognisable • Food is not recognisable• Authentic arrangements • Staged arrangements• Natural light • Coloured, artificial light• Food is prepared, ready to eat • Food is unprepared MAY 2010
  20. 20. FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 20 02.07 Further understanding of brand tonalities The brand tonality is a reflection of our core brand value and personality. The way we communicate, speak and look needs to follow these to create a consistent and holistic brand experience. Real: It means integrity, authentic, true and credible. Pure: It means natural, modest, reduced and peaceful. Open: It means we adapt to new ideas and that we are approachable; we don’t limit ourselves. Intelligent: It means we always challenge ourselves and the people around us to accomplish more. It means being thoughtful and insightful. Premium: We don’t show off. We are beyond ordinary. Engaging: It arouses conversations and curiosity. MAY 2010
  21. 21. FISHER & PAYKEL BRAND PRESENTATION 21 Brand rules MAY 2010
  22. 22. FISHER & PAYKEL BRAND PRESENTATION BRAND RULES 22 03.01 LogoFisher & Paykel logoVisual clear appearance andperfect reproduction of thelogo are mandatory.Protection areaWhen placing the logo into anapplication, the protection areaaround it should be considered.Around the logo, the cap-height of the letter “F” marksthe protection area.Colours Protection areaOnly White (on darkbackgrounds) or F&P Black (onbright backgrounds) is usedfor the Fisher & Paykel Logo.Under technical productionrestrictions, the logo may beused in black as well.Backgrounds Logo in F&P Black Logo in White Logo on imageThe Fisher & Paykel Logomay be placed on solid Whiteand Black backgrounds. Ifphotos provide calm and evenareas, the logo may also beplaced there. MAY 2010
  23. 23. FISHER & PAYKEL BRAND PRESENTATION BRAND RULES 23 03.01 LogoFisher & Paykel logo min. 30mm min. 45mmMinimum SizeTo maintain the legibility of Minimum logo size Size for applications in DL, A5 and A4Fisher & Paykel Logo, a minimum (e.g. business cards) (e.g. envelope, letterhead, compliment card)size is set.For business cards and anyapplication at similar size, thelogo should be no smallerthan 30mm.For other applications, the logoshould not be smaller than 45mm.Note!The proportions of the logo must DONT’Snot be changed. No other coloursor effects might be applied tothe logo. Backgrounds have tobe neutral and calm, and provideenough contrast to the logo. Do not change the proportion Do not apply other colours or effects Do not place the logo on visually complicated backgrounds MAY 2010
  24. 24. FISHER & PAYKEL BRAND PRESENTATION BRAND RULES 24 03.01 LogoFisher & Paykel logoThe Fisher & Paykel Logo mustbe vertically positioned in thecenter of the application.The logo must be positionedwith a distance equal to3 times the “F” letter in theFisher & Paykel Logo fromeither the top or the bottom ofthe application. General positioningExamples 王雅楠 958号 28F, 58550 箱 信 200120 958号 Fisher&Paykel Appliances Ltd 28F, 58550 信箱 28F, huaneng union Tower, 200120 no.958 , east lujiazui road, 200120 Shanghai, Pr China / Tel + 86 · 21 · 305 155 25 / Fax + 86 · 21 · 233 330 35 尊敬的小姐/先生: Fisher&Paykel 1934 120 80 55% 18% Fisher&Paykel 1934 120 80 55% 18% Fisher&Paykel 1934 120 80 55% 有18% 此致 姓名 2009年00月00日 www.fisherpaykel.asia Brochure cover Advertising Website Business Letterhead Card MAY 2010
  25. 25. FISHER & PAYKEL BRAND PRESENTATION BRAND RULES 25 03.02 ColoursFisher & Paykel ColoursOur primary colours derivefrom the materials our productsare made of. They fullfill with itsstrict reduction our luxuriousvisual approach.Our secondary colours derivefrom production processesof our products: Aubergine(maroon) for the heat andenergy, and White for the pure F&P Black Dark Gray Medium Gray Light Gray Aubergine Whiteorigin. Aubergine sets accentsand can be used to highlightmessages. White provides calm Primary colours Secondary coloursand confidence. Black Dark Gray Medium Gray Light Gray Aubergine WhiteFisher & Paykel extended Pantone 447 C 445 C Cool Gray 8 C Cool Gray 6 C 201 C -colours CMYK 20 20 20 100 30 30 30 55 0 05 10 45 05 05 05 20 16 100 30 67 0000For special applications, where RGB 000 114 111 102 167 164 153 204 204 200 98 10 37 255 255 255an extended and more detailed Hexadecimal # 000000 # 726F66 # A7A499 # C6C6C2 # 620A25 # FFFFFFcolour spectrum is needed(e.g. infographics, onlineapplications), specified shades Extended Colours - 80% 80% 80% - -of Dark Gray, Medium Gray, and - 60% 60% 60% - -Light Gray can be used. - 40% 40% 40% - - - 20% 20% 20% - - MAY 2010
  26. 26. FISHER & PAYKEL BRAND PRESENTATION 26 Current work MAY 2010
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