Branding and Communications

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Introduction Branding and Communications - what they are Taking a brand to pieces - BP - branding exercise What’s it all for? Who can make a difference to you
What is communications? “Effective communication motivates people and helps you to accomplish your goals.”
What is communications? Your Audience Your Goals Your Messages
What is communications?
What is a brand? • The association between a person, organization or product and the end result.

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Branding and Communications

  1. 1. Links to Learning
  2. 2. Overview • • • • • • Introduction Branding and Communications - what they are Taking a brand to pieces - BP - branding exercise What’s it all for? Who can make a difference to you Summary
  3. 3. Introduction • • • This morning Who’s here? Action sheets.
  4. 4. What is communications? “Effective communication motivates people and helps you to accomplish your goals.”
  5. 5. What is communications? Your Audience Your Goals Your Messages
  6. 6. What is communications?
  7. 7. What is a brand? • The association between a person, organization or product and the end result.
  8. 8. For Example...
  9. 9. Find the End Result... • Reality: • Brand: • Cramped • Adventure • Wet and cold • Return to your youth; what’s important • Sweaty • Hard work • Bug bites, sore saddles • Hungry • Feeling good about Yourself • Friendship
  10. 10. Take Another Look I’m going to die. I’m going to die. I’m going to die.
  11. 11. Taking a brand to pieces
  12. 12. • Old BP logo used from 1979 until 2000 • Corporate, conservative • Needed to change to keep in touch with changing demographics
  13. 13. Taking a brand to pieces
  14. 14. • As far away from gas as possible, more like a face care logo. • More feminine, use of sans-serif font makes it more modern and understated. • A big shift in brand appearance.
  15. 15. Ho ne • “The initial glow of the BP brand mark has shown signs of wear as critics charge that the brand is not meeting its own challenge to adhere to environmental and safety goals. ...the Wall Street Journal speculates, that ranking will slip (WSJ, 16 June 2006). sty • A company’s identity and position statement cannot be simply pasted on to inconsistent actions.”
  16. 16. Vectors Professional 10 Edgy 1 10 1 Casual Status Quo
  17. 17. Your turn! Professional 10 Edgy 1 10 1 Casual Status Quo
  18. 18. Vectors Professional 10 Use 1 Edgy Make Utilize 10 Status Quo Manufacture 1 Casual
  19. 19. What’s it all for? • • • What’s the point? What happens if you don’t do it? How do you decide what to focus upon?
  20. 20. Who can make a difference? • • • • • Who influences your organization? What do you want them to do? How do you prioritize? ‘Tools’ Feedback, consistency, adapting.
  21. 21. Summary • Introduction • Branding and Communications • What they are • Taking a brand to pieces - BP - branding exercise • What’s it all for? • Who can make a difference to you • Summary.
  22. 22. Thank You Richard Truman richard@coppermoon.ca 778-929-1662

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