Tekserve  Brand Identity Exploration  I  09.29.11 Tekserve brand identity exploration (in the key of bold) findings presen...
Tekserve  seeks to overhaul its current brand identity to more strongly reflect its current business objectives while reta...
1  unify 2  simplify 3  amplify Tekserve  Brand Identity Exploration  I  09.29.11
This is where a lot of brands fall short, because it takes determination, commitment, and real money to reinforce your bra...
As New York’s largest independent Apple consultancy and retailer for nearly 25 years, and as experts in selling and servic...
Continuity Reliability Knowledge Integrity  Education Problem Solving what we stand for / keywords Tekserve  Brand Identit...
Proven Track Record (in New York City):  Tekserve’s long-standing position as a leader in Apple sales and service - partic...
Families (Parents and Kids) Adoption of the iPad, iPhone, and MacBooks has expanded rapidly from parents to children and v...
<ul><li>Home Offices </li></ul><ul><li>Media, Entertainment and Advertising </li></ul><ul><li>Retail </li></ul><ul><li>Edu...
target audience (consumers) Tekserve  Brand Identity Exploration  I  09.29.11 Source: GQ
Tekserve  Brand Identity Exploration  I  09.29.11 Source: GQ target audience (consumers)
Tekserve  Brand Identity Exploration  I  09.29.11 Source: GQ target audience (consumers)
Mixed IT Shops PCs still account for at least 80%, Apple users are driving adoption and IT shops must respond <ul><li>IT P...
familiar brands of new york Tekserve  Brand Identity Exploration  I  09.29.11 NOTE:  The goal is to draw inspiration from ...
retail experiences of new york Dylan’s Candy Bar, Midtown Max Brenner, Union Square FAO Schwarz, Fifth Avenue Burton Store...
unavoidable branding in new york  Tekserve  Brand Identity Exploration  I  09.29.11 GOAL:  Develop a reusable utilitarian ...
Mood Exploration Tekserve  Brand Identity Exploration  I  09.29.11
General Feedback NY  State of Mind  was defined as the preferred brand personality. Focus: New York’s character and attitu...
Bold. Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11
Bold Case Study:  MAC Pro Store, 22nd Street Tekserve  Brand Identity Exploration  I  09.29.11
Digital COFFEE HOUSE Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11 Opportunity:  partner with a coffee company for reciprocal promotions
Tekserve  Brand Identity Exploration  I  09.29.11
Digital Coffee House Case Study:   Starbucks Showcase Store, Broadway, Astoria Tekserve  Brand Identity Exploration  I  09...
NEW  YORK STATE OF  MIND Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11 New York State of Mind Case Study:   Manhattan Mini Storage Advertising
Amplify!   Where do we go from here? Tekserve  Brand Identity Exploration  I  09.29.11
Tekserve  Brand Identity Exploration  I  09.29.11 <ul><li>The Tekserve Mac Museum </li></ul><ul><li>The notion of redesign...
Tekserve  Brand Identity Exploration  I  09.29.11 Tek.Kids Cosmos believes that special programs targeting kids focused on...
One of the best ways for Tekserve to support  the local arts scene while establishing community goodwill and deepening its...
branded media  (content strategy document sent separately) Tekserve  Brand Identity Exploration  I  09.29.11
<ul><li>best apps in the city </li></ul><ul><li>Who better to become the authoritative voice on  </li></ul><ul><li>New Yor...
Tekserve Outposts As Apple Stores continually expand their reach into suburbia by way of malls and free standing retail ex...
<ul><li>Tekserve Wifi Wagon </li></ul><ul><li>Free wifi is virtually everywhere - but the computers used to access the int...
tekserve university:  to be explored further - valuable for B2c and B2B tek.connect:  multi touch-point 24 hour support pr...
01. Identity Platform, Brand Personality, Terminology 02. Master Logo 03. Sub-Brand Logotype 04. Sub-Brand Signature 05. C...
schedule Tekserve  Brand Identity Exploration  I  09.29.11 Timeline  Branding Exploratory  9/29/11 Client Feedback  10/5/1...
Tekserve  Brand Identity Exploration  I  09.29.11 Thank you.
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  1. 1. Tekserve Brand Identity Exploration I 09.29.11 Tekserve brand identity exploration (in the key of bold) findings presented 10.03.11
  2. 2. Tekserve seeks to overhaul its current brand identity to more strongly reflect its current business objectives while retaining the brand equity the company has worked long and hard to achieve. In order for this to happen successfully, Tekserve must… Tekserve Brand Identity Exploration I 09.29.11
  3. 3. 1 unify 2 simplify 3 amplify Tekserve Brand Identity Exploration I 09.29.11
  4. 4. This is where a lot of brands fall short, because it takes determination, commitment, and real money to reinforce your brand identity everywhere. To optimize design and marketing dollars, brands need to work consistently and strategically to activate all touch points with target audiences. Great brands do just that and they never miss. By Ken Carbone I Fast Co 1 unify A company thrives on a unified vision. Without consensus, a brand’s aspiration to become great is a non-starter. It is important to speak with a singular voice and agree on what the brand is and what its value is to your customers. 2 simplify Create a clear and compelling message, in words, pictures or both, so that everyone - from your employees to your customers to your mother - can easily understand your brand promise and why they should care about it. The more memorable this message and image is, the easier it is for “believers” to become “ambassadors” and communicate it to others. 3 amplify To optimize design and marketing dollars, brands need to work consistently and strategically to activate all touch points with target audiences. Great brands do this at the highest level. Tekserve Brand Identity Exploration I 09.29.11
  5. 5. As New York’s largest independent Apple consultancy and retailer for nearly 25 years, and as experts in selling and servicing Apple products, Tekserve is uniquely qualified to deliver the total Apple solution. Tekserve delivers the broadest range of strategic services, solutions and support for business and consumers who use Apple products, at work, home or play. Tekserve Business Solutions helps CIO’s and technology decision-makers integrate Apple into the complex IT enterprise environment, including Tekserve’s renowned Pro A/V media production, storage and advisory services. The Tekserve retail store is built specifically for consumers who want the best possible experience buying and using Apple products and accessories.   Shift of Brand Focus To: Solutions for businesses (business solutions) and consumers (configurations, service) Bigger than just products Expertise/heritage, more than just “local business” Retail – Products/Service/Repair * Source: Cosmos Communications, Planning Report, Aug, ’11 positioning Tekserve Brand Identity Exploration I 09.29.11
  6. 6. Continuity Reliability Knowledge Integrity Education Problem Solving what we stand for / keywords Tekserve Brand Identity Exploration I 09.29.11 Innovation Individuality Community New York City Yo! (that’s New York for listen up!)
  7. 7. Proven Track Record (in New York City): Tekserve’s long-standing position as a leader in Apple sales and service - particularly its stronghold in New York City needs to highlighted. Certified Experts: Emphasize the ‘roll-up-your-sleeves’ approach that Tekserve’s specialists apply to their work, as each job requires an analytical approach to finding individual solutions. (This applies most specifically to solutions not just repairs). Independent Voice of Reason: As an independent entity, Tekserve is free to provide non-biased product opinions - as well as solutions that may incorporate non-Apple products. Services vs. Product: Shift focus to the solutions and services provided by Tekserve - from the products offered (or both consumers and businesses. This includes, amongst other things, iOS integration, seamless work-flow solutions, and strategic consulting. Strategic Advisor and Partner: Emphasize the fact that Tekserve’s team of specialists can play an integral role in the decision making process of a substantial purchase and continue to support customer throughout the life of their purchase. key message points ( expanded ) Tekserve Brand Identity Exploration I 09.29.11
  8. 8. Families (Parents and Kids) Adoption of the iPad, iPhone, and MacBooks has expanded rapidly from parents to children and vice versa. In New York especially, the kids market should not be overlooked. Students Today’s students are working on Macs more than ever and as tomorrow’s workers, they’re bringing iOS into the workplace with them. Tourists Tekserve can be a prime destination for international and US tourists, especially for Apple enthusiasts and audio and video consumers. NOTE: The Tekserve Mac Museum can play an integral role in achieving this goal. Musicians and Creatives Tekserve is located at the center of a city filled with artists, filmmakers, DJs, designers, writers, and others whose personal and professional lives are driven by creativity and technology. target audience (consumers) Tekserve Brand Identity Exploration I 09.29.11 NOTE: The following groups represent sectors of Tekserve’s consumer audience that warrant specific attention and focused marketing efforts, subject to analysis of Tekserve and Apple data.
  9. 9. <ul><li>Home Offices </li></ul><ul><li>Media, Entertainment and Advertising </li></ul><ul><li>Retail </li></ul><ul><li>Education </li></ul><ul><li>Healthcare/Life Sciences </li></ul><ul><li>Financial Services </li></ul>Seniors (Possibly) The gap has closed for seniors and technology, as iOS has enabled easier communication in both professional and personal lives. Liberals and Loyalists With a longstanding history, close ties to NPR, and an independent thinking mind-set, it is important for Tekserve to stay focused on its past while looking toward the future. Foreign Language Markets NOTE: In order to identify the specific groups to target, a thorough analysis of both Apple and Tekserve data needs to take place. target audience (consumers) Tekserve Brand Identity Exploration I 09.29.11 Q: Who are today’s Yuppies? A: See next 3 slides NOTE: The following groups represent sectors of Tekserve’s consumer audience that warrant specific attention and focused marketing efforts, subject to analysis of Tekserve and Apple data.
  10. 10. target audience (consumers) Tekserve Brand Identity Exploration I 09.29.11 Source: GQ
  11. 11. Tekserve Brand Identity Exploration I 09.29.11 Source: GQ target audience (consumers)
  12. 12. Tekserve Brand Identity Exploration I 09.29.11 Source: GQ target audience (consumers)
  13. 13. Mixed IT Shops PCs still account for at least 80%, Apple users are driving adoption and IT shops must respond <ul><li>IT Purchasing Departments </li></ul><ul><li>Hardware/Supplies Buyers </li></ul>Incoming Workforce Professionals Who Have Only Used Apple Computers Apple connotes “cool” and “hip” among the new workforce Fortune 1,000 Companies with Headquarters or Large Offices in the Tri-State Area : Small and mid-sized businesses are long-term prospects. Pro (AV) Users Especially among media, entertainment and advertising verticals <ul><li>Organizations where iOS is Driving Interest in Apple </li></ul><ul><li>Media/Entertainment and Advertising </li></ul><ul><li>Retail </li></ul><ul><li>Education </li></ul><ul><li>Healthcare/Life Sciences </li></ul><ul><li>Financial Services </li></ul>target audience (business) Tekserve Brand Identity Exploration I 09.29.11 NOTE: The following groups represent sectors of Tekserve’s consumer audience that warrant specific attention and focused marketing efforts, subject to analysis of Tekserve and Apple data.
  14. 14. familiar brands of new york Tekserve Brand Identity Exploration I 09.29.11 NOTE: The goal is to draw inspiration from retail brands that have succeeded in becoming integral threads of the fabric of New York and have subsequently gained wider notoriety - not brands that have penetrated the city from elsewhere.
  15. 15. retail experiences of new york Dylan’s Candy Bar, Midtown Max Brenner, Union Square FAO Schwarz, Fifth Avenue Burton Store, Soho Tekserve Brand Identity Exploration I 09.29.11 NOTE: While is is important for Tekserve to become an integral New York City retail destination, its cue will be taken from New York success stories - not international corporations.
  16. 16. unavoidable branding in new york Tekserve Brand Identity Exploration I 09.29.11 GOAL: Develop a reusable utilitarian item for New Yorkers as well as a means for Tekserve to plant its branding throughout the city
  17. 17. Mood Exploration Tekserve Brand Identity Exploration I 09.29.11
  18. 18. General Feedback NY State of Mind was defined as the preferred brand personality. Focus: New York’s character and attitude defined as re al, authentic, opinionated, unabashed, creative, and frank. As opposed to: sl eek, high-fashion, glitzy, showy, “SoHo”. This will be clearly communicated in the messaging. Who does this well? DKNY, Manhattan Mini Storage, New York Times ______________________________________________________________________________________________ Bold was well received as it pertains to typography and package design. Its cleanliness enables Tekserve to maintain a definitive design direction without placing too much emphasis on the past nor the future. Who does this well? Fresh Direct, Vitamin Water, American Apparel, Ikea, Jet Blue, Apple, CB2 ______________________________________________________________________________________________ Digital Coffee House was also received positively as an overriding brand personality - as well as for the mood of the retail environment. This will impact branding and identity. It was agreed that Tekserve should not be promoted as having a lo unge-like, come-and-hang-out-vibe, but should be co mmunity-oriented. Customers should feel comfortable, but also have a purpose for being there, whether it be service, training, or shopping. Who does this well? Starbucks (Spring Street and Broadway, Astoria), All Saints, Ace Hotel NOTE: This vibe should be clean but not retro or kitchy directly due to the tech-nature of Tekserve’s business. Tekserve Brand Identity Exploration I 09.29.11
  19. 19. Bold. Tekserve Brand Identity Exploration I 09.29.11
  20. 20. Tekserve Brand Identity Exploration I 09.29.11
  21. 21. Tekserve Brand Identity Exploration I 09.29.11
  22. 22. Bold Case Study: MAC Pro Store, 22nd Street Tekserve Brand Identity Exploration I 09.29.11
  23. 23. Digital COFFEE HOUSE Tekserve Brand Identity Exploration I 09.29.11
  24. 24. Tekserve Brand Identity Exploration I 09.29.11
  25. 25. Tekserve Brand Identity Exploration I 09.29.11 Opportunity: partner with a coffee company for reciprocal promotions
  26. 26. Tekserve Brand Identity Exploration I 09.29.11
  27. 27. Digital Coffee House Case Study: Starbucks Showcase Store, Broadway, Astoria Tekserve Brand Identity Exploration I 09.29.11
  28. 28. NEW YORK STATE OF MIND Tekserve Brand Identity Exploration I 09.29.11
  29. 29. Tekserve Brand Identity Exploration I 09.29.11
  30. 30. Tekserve Brand Identity Exploration I 09.29.11
  31. 31. Tekserve Brand Identity Exploration I 09.29.11 New York State of Mind Case Study: Manhattan Mini Storage Advertising
  32. 32. Amplify! Where do we go from here? Tekserve Brand Identity Exploration I 09.29.11
  33. 33. Tekserve Brand Identity Exploration I 09.29.11 <ul><li>The Tekserve Mac Museum </li></ul><ul><li>The notion of redesigning the Tekserve Mac Museum was positively responded to and should be acted upon as it serves as one of the main draws in developing Tekserve’s </li></ul><ul><li>identity. The space would serve as: </li></ul><ul><li>An exclusive meeting place for hi-level clients </li></ul><ul><li>A destination for Apple enthusiasts </li></ul><ul><li>An ode to Tekserve’s history </li></ul><ul><li>Shown to the right is a Louis Vuitton concept store on Old Bond Street in London. It represents a clean, stylish,urban, and sophisticated approach to merchandise display in a largely vertical arrangement and was responded to with great favor by the majority of Tekserve’s team. </li></ul>
  34. 34. Tekserve Brand Identity Exploration I 09.29.11 Tek.Kids Cosmos believes that special programs targeting kids focused on education - as well as sales - should be developed that further the relationship that Tekserves has with its clients.
  35. 35. One of the best ways for Tekserve to support the local arts scene while establishing community goodwill and deepening its roots into the fabric of New York is to establish a Music Initiative. Locally produced music can be used for TV and radio commercials, original content, and special events. tekserve and music Tekserve Brand Identity Exploration I 09.29.11
  36. 36. branded media (content strategy document sent separately) Tekserve Brand Identity Exploration I 09.29.11
  37. 37. <ul><li>best apps in the city </li></ul><ul><li>Who better to become the authoritative voice on </li></ul><ul><li>New York City related Apps than Tekserve? </li></ul><ul><li>Potential Initiatives Include: </li></ul><ul><li>Best App and Best App Ideas Contests </li></ul><ul><li>Free Downloadable App of The Week promotion </li></ul>Tekserve Brand Identity Exploration I 09.29.11
  38. 38. Tekserve Outposts As Apple Stores continually expand their reach into suburbia by way of malls and free standing retail experiences - it could benefit Tekserve to extend its brand beyond 23rd Street - offering drop-off repairs and on-line order pick-up at outposts via a partnership with a chain like Whole Foods - which has stores in Manhasset, LI (Apple Store location), Edgewater NJ, Westchester, and in other pertinent locales. Tekserve Brand Identity Exploration I 09.29.11
  39. 39. <ul><li>Tekserve Wifi Wagon </li></ul><ul><li>Free wifi is virtually everywhere - but the computers used to access the internet are not. Tekserve’s Wifi Wagon can be equipped with (12-15) internet connected devices - that users will be able to explore as they learn. </li></ul><ul><li>The Tekserve Wifi Wagon could keep a regular schedule of weekly stops, as a bookmobile does - and can also provide scheduled appearances at: </li></ul><ul><li>Schools </li></ul><ul><li>Hospitals </li></ul><ul><li>Senior Centers </li></ul><ul><li>Festivals and Concerts </li></ul><ul><li>Street Fairs </li></ul>Tekserve Brand Identity Exploration I 09.29.11
  40. 40. tekserve university: to be explored further - valuable for B2c and B2B tek.connect: multi touch-point 24 hour support program hola! tekserve en espanol Tekserve Brand Identity Exploration I 09.29.11 additional concepts to explore
  41. 41. 01. Identity Platform, Brand Personality, Terminology 02. Master Logo 03. Sub-Brand Logotype 04. Sub-Brand Signature 05. Company Seals 06. Typography 07. Editorial 08. Images 09. Websites 10. Videos 11. Stationery 12. Contact deliverables Tekserve Brand Identity Exploration I 09.29.11
  42. 42. schedule Tekserve Brand Identity Exploration I 09.29.11 Timeline Branding Exploratory 9/29/11 Client Feedback 10/5/11 First Round - Brand ID Comps Week of 10/17 Second Round - Brand ID Comps Week of 10/24 Third Round - Brand ID Comps Week of 10/31 Final Approval / Delivery of Brand ID Standards Week of 11/7
  43. 43. Tekserve Brand Identity Exploration I 09.29.11 Thank you.

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