1
BRANDING
A branding program should be
designed to differentiate your product
from all the other cattle on the range.
(ev...
2
Singularity
Create the perception that there is no
other product on the market quite like
your product.
08/30/13 jgillis...
3
Contraction
A brand becomes stronger when you
narrow its focus.
08/30/13 jgillis767@aol.com
4
HAMBURGERS
CHEESEBURGERS
FRENCH FRIES
ROOT BEER
ORANGEADE
COCA-COLA
COFFEE
MILK
MILKSHAKES
CHOCOLATE, VANILLA
STRAWBERRY...
5
Publicity
The birth of a brand is achieved with
publicity, not advertising.
(be the first in something)
08/30/13 jgillis...
6
•The leading beer
•The leading light beer
•The leading imported beer
•The leading microbrew
•The leading ice beer
•The l...
7
Advertising
First, publicity, to get brand leadership
(in something).
Then, advertising, to maintain it.
08/30/13 jgilli...
8
Word
A brand should strive to own a word in
the mind of the customer.
(Hertz, exactly)
08/30/13 jgillis767@aol.com
9
Credentials
The collateral you put up to guarantee
the performance of your brand.
(It’s the real thing.)
08/30/13 jgilli...
10
Quality
There is almost no correlation between
success in the marketplace and
success in comparative testing of
brands....
11
New Coke…………....
Original Coca-Cola….
No difference…………
55%
19%
29%
New Coke…………....
Original Coca-Cola….
No difference...
12
Category
Customers don’t really care about new
brands, they care about new
categories.
(preempt a new category)
08/30/1...
13
TAKE OUT PIZZA
“Pizza! Pizza!”
(cheaper, two for one)
DELIVERED PIZZA
“30 minute arrival”
(and tip the driver)
Little C...
14
Name
In the long run a brand is nothing more
than a name.
(Xerox)
08/30/13 jgillis767@aol.com
15
Xerox
In 1959, the 53 year old Haloid Company
introduced the first plain paper copier
as the “XeroX 914.”
(from xerogra...
16
Company
A company is a company as long as
the name is not being used as a brand.
A brand is a brand. There is a
differe...
17
Company
That being said, unless there are
compelling reasons to do otherwise,
the best branding strategy is to use the
...
18
Shape
A brand’s logotype should be designed
to fit the eyes.
(both eyes)
08/30/13 jgillis767@aol.com
19
One unit
Two and one-quarter units
(like a windshield)
AVIS
08/30/13 jgillis767@aol.com
20
Color Branding
COKE
08/30/13 jgillis767@aol.com
21
Color Branding
PEPSI
08/30/13 jgillis767@aol.com
22
Color Branding
Marlboro
08/30/13 jgillis767@aol.com
23
Color Branding
IBM
08/30/13 jgillis767@aol.com
24
Color Branding
FORD
08/30/13 jgillis767@aol.com
25
Color Branding
GM
08/30/13 jgillis767@aol.com
26
Color Branding
HERTZ
08/30/13 jgillis767@aol.com
27
Color Branding
AVIS
08/30/13 jgillis767@aol.com
28
Color Branding
NATIONAL
08/30/13 jgillis767@aol.com
29
Color Branding
JOHN DEERE
08/30/13 jgillis767@aol.com
30
Color Branding
BURGER KING
08/30/13 jgillis767@aol.com
31
Color Branding
FED EX
08/30/13 jgillis767@aol.com
32
Color Branding
Tiffany
08/30/13 jgillis767@aol.com
33
Color Branding
Johnnie Walker
08/30/13 jgillis767@aol.com
34
Color Branding
YELLOW
08/30/13 jgillis767@aol.com
35
Color Branding
UPS
08/30/13 jgillis767@aol.com
36
Color Branding
08/30/13 jgillis767@aol.com
37
Color Branding
08/30/13 jgillis767@aol.com
38
old
new
new
newnew
08/30/13 jgillis767@aol.com
08/30/13 jgillis767@aol.com 39
Veritas
Upcoming SlideShare
Loading in...5
×

Color branding 08282013

354

Published on

Color, shape and focus in developing a brand. Advertising vs. publicity. Basic branding tips.

Published in: Design, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
354
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Color branding 08282013

  1. 1. 1 BRANDING A branding program should be designed to differentiate your product from all the other cattle on the range. (even if all the other cattle look pretty much alike) 08/30/13 jgillis767@aol.com
  2. 2. 2 Singularity Create the perception that there is no other product on the market quite like your product. 08/30/13 jgillis767@aol.com
  3. 3. 3 Contraction A brand becomes stronger when you narrow its focus. 08/30/13 jgillis767@aol.com
  4. 4. 4 HAMBURGERS CHEESEBURGERS FRENCH FRIES ROOT BEER ORANGEADE COCA-COLA COFFEE MILK MILKSHAKES CHOCOLATE, VANILLA STRAWBERRY 15¢ 19¢ 10¢ 10¢ 10¢ 10¢ 10¢ 12¢ 20¢ (McDonald’s original menu – everything, in all flavors - $1.56) 08/30/13 jgillis767@aol.com
  5. 5. 5 Publicity The birth of a brand is achieved with publicity, not advertising. (be the first in something) 08/30/13 jgillis767@aol.com
  6. 6. 6 •The leading beer •The leading light beer •The leading imported beer •The leading microbrew •The leading ice beer •The leading high-priced beer •The leading Mexican beer •The leading German beer •The leading Canadian beer •The leading Japanese beer 08/30/13 jgillis767@aol.com
  7. 7. 7 Advertising First, publicity, to get brand leadership (in something). Then, advertising, to maintain it. 08/30/13 jgillis767@aol.com
  8. 8. 8 Word A brand should strive to own a word in the mind of the customer. (Hertz, exactly) 08/30/13 jgillis767@aol.com
  9. 9. 9 Credentials The collateral you put up to guarantee the performance of your brand. (It’s the real thing.) 08/30/13 jgillis767@aol.com
  10. 10. 10 Quality There is almost no correlation between success in the marketplace and success in comparative testing of brands. (taste tests, accuracy tests, reliability tests, third-party tests, etc.) 08/30/13 jgillis767@aol.com
  11. 11. 11 New Coke………….... Original Coca-Cola…. No difference………… 55% 19% 29% New Coke………….... Original Coca-Cola…. No difference………… 13% 59% 28% blind taste test “see the brand” taste test 08/30/13 jgillis767@aol.com
  12. 12. 12 Category Customers don’t really care about new brands, they care about new categories. (preempt a new category) 08/30/13 jgillis767@aol.com
  13. 13. 13 TAKE OUT PIZZA “Pizza! Pizza!” (cheaper, two for one) DELIVERED PIZZA “30 minute arrival” (and tip the driver) Little Caesars Domino’s 08/30/13 jgillis767@aol.com
  14. 14. 14 Name In the long run a brand is nothing more than a name. (Xerox) 08/30/13 jgillis767@aol.com
  15. 15. 15 Xerox In 1959, the 53 year old Haloid Company introduced the first plain paper copier as the “XeroX 914.” (from xerography, coined from the Greek words for “dry” and “writing”) 08/30/13 jgillis767@aol.com
  16. 16. 16 Company A company is a company as long as the name is not being used as a brand. A brand is a brand. There is a difference. (Microsoft Word) 08/30/13 jgillis767@aol.com
  17. 17. 17 Company That being said, unless there are compelling reasons to do otherwise, the best branding strategy is to use the company name as the brand. (Coca-Cola) 08/30/13 jgillis767@aol.com
  18. 18. 18 Shape A brand’s logotype should be designed to fit the eyes. (both eyes) 08/30/13 jgillis767@aol.com
  19. 19. 19 One unit Two and one-quarter units (like a windshield) AVIS 08/30/13 jgillis767@aol.com
  20. 20. 20 Color Branding COKE 08/30/13 jgillis767@aol.com
  21. 21. 21 Color Branding PEPSI 08/30/13 jgillis767@aol.com
  22. 22. 22 Color Branding Marlboro 08/30/13 jgillis767@aol.com
  23. 23. 23 Color Branding IBM 08/30/13 jgillis767@aol.com
  24. 24. 24 Color Branding FORD 08/30/13 jgillis767@aol.com
  25. 25. 25 Color Branding GM 08/30/13 jgillis767@aol.com
  26. 26. 26 Color Branding HERTZ 08/30/13 jgillis767@aol.com
  27. 27. 27 Color Branding AVIS 08/30/13 jgillis767@aol.com
  28. 28. 28 Color Branding NATIONAL 08/30/13 jgillis767@aol.com
  29. 29. 29 Color Branding JOHN DEERE 08/30/13 jgillis767@aol.com
  30. 30. 30 Color Branding BURGER KING 08/30/13 jgillis767@aol.com
  31. 31. 31 Color Branding FED EX 08/30/13 jgillis767@aol.com
  32. 32. 32 Color Branding Tiffany 08/30/13 jgillis767@aol.com
  33. 33. 33 Color Branding Johnnie Walker 08/30/13 jgillis767@aol.com
  34. 34. 34 Color Branding YELLOW 08/30/13 jgillis767@aol.com
  35. 35. 35 Color Branding UPS 08/30/13 jgillis767@aol.com
  36. 36. 36 Color Branding 08/30/13 jgillis767@aol.com
  37. 37. 37 Color Branding 08/30/13 jgillis767@aol.com
  38. 38. 38 old new new newnew 08/30/13 jgillis767@aol.com
  39. 39. 08/30/13 jgillis767@aol.com 39 Veritas
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×