THERE ARE THREE BASIC MODELSFOR ORGANIZING BRAND COLLABORATION:
C O M PA N YI D E N T I T YPA C K A G I N GP R O M O T I O N SA N N U A LR E P O R T SP R O D U C TD E S I G NP U B L I CR E L AT I O N SR E S E A R C HP U B L I C AT I O N SA D V E R T I S I N GW E BD E S I G NB R A N DST RAT E GYN A M I N GE V E N T SE X H I B I T SC R E AT I V ES E R V I C E SS U P P L I E R SD I R E C TR E S P O N S EP O PD I S P L AY SThe ONE-STOP SHOPcontains the resourcesto develop andsteward the brand.
Easy to managePromise of consistencyLittle choice of teamsLittle ownership of brandONE-STOP SHOP SCORECARD
I D E N T I T YPA C K A G I N GP R O M O T I O N SA N N U A LR E P O R T SP R O D U C TD E S I G NP U B L I CR E L AT I O N SR E S E A R C HP U B L I C AT I O N SA D V E R T I S I N GW E BD E S I G NB R A N DS T R AT E G YN A M I N GE V E N T SE X H I B I T SC R E AT I V ES E R V I C E SS U P P L I E R SD I R E C TR E S P O N S EP O PD I S P L AY SB R A N D A G E N C YThe BRAND AGENCYhires best-of-breedfirms to help developand steward the brand.C O M PA N Y
Choice of teamsPromise of consistencyLittle ownership of brandBRAND AGENCY SCORECARD
The INTEGRATED MARKETING TEAMis managed internally with opencollaboration amongbest-of-breed specialists.I D E N T I T YPA C K A G I N GP R O M O T I O N SA N N U A LR E P O R T SP R O D U C TD E S I G NP U B L I CR E L AT I O N SR E S E A R C HP U B L I C AT I O N SA D V E R T I S I N GW E BD E S I G NB R A N DS T R AT E G YN A M I N GE V E N T SE X H I B I T SC R E AT I V ES E RV I C E SSUPPLIERSD I R E C TR E S P O N S EP O PD I S P L AY SC O M PA N Y
Choice of teamsPromise of consistencyOwnership of brandDifficult to manageINTEGRATED MARKETING TEAM SCORECARD
IN REALITY, COLLABORATIVENETWORKS AREN’T THAT SIMPLE.
NEWSFLASH!LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!
An ICON is a name and visual symbolthat suggests a market position.
EXAMPLE:CBS. The network for “eye-popping” television.
An AVATAR is a brand icon thatcan move, change, and operatefreely in various media.
EXAMPLE:CINGULAR: The “self-expression” cellular service.
For products that sell at retail,the packageis often the best and last chance to make a sale.
The hardest-working packages followa natural reading sequence.Notices the packageAsks “What is it?”Wonders “Why should I care?”Wants to be persuadedNeeds proof12345THE SHOPPER:
By presenting informationto match this sequence,a package can sell theproduct more effectively.
If you communicate with your customersONLINE, your website needs to followa SIMILAR reading sequence, one thatsupplies users with ONLY the informationthey need, instead of trying to squeezeEVERYTHING onto the home pageLIKE THIS and making your users doALL the work, which will undoubtedlycause them to LEAVE, when all youreally have to do is ask yourself thisSIMPLE QUESTION:
Marty Neumeier is president of a San Francisco-basedbrand consultancy, Neutron LLC. Neutron supplies the “glue”that holds brands together: brand education programs, seminars,workshops, creative audits, process planning, and more.Visit www.neutronllc.com.ABOUT THE AUTHOR
Need books for your branding team?Bulk discounts on the THE BRAND GAP areavailable for educational and corporate groups.Contact STEPHANIE.WALL@NEWRIDERS.COM.
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