The document proposes a brand idea called CUB that aims to inspire innovation through collaboration. It would target both consumers and businesses, especially students aged 15-24 and educational institutions. The brand identity would focus on innovation, information, and collaboration, and it would position itself as valuable, user-friendly, innovative, and fun. The promotional mix would include social media, online ads, face-to-face engagement, permission marketing, and campus events.

1. “...building tools to amplify human ability”
-Steve Jobs
CUB

2. Brand Strategy
CUB
Concept Brief
Presented by Rahul Singh

3. Idea Innovation
CUB

4. Brand Strategy
CUB
Brand Idea

5. Collaboration of Ideas
=
Idea
CUB

6. Brand Strategy
CUB
Philosophy

7. “Inspiring innovation through collaboration”
CUB

8. Brand Strategy
CUB
Target Market
& Segmentation

9. B2C B2B
Institution
Institution
Institution
CUB

10. Brand Strategy
CUB
Secondary Research

11. 571,176
People aged between 15 and 24
~200,000
Number of people aged between 15-24
12.3%
Percentage of secondary students increased in the Auckland region
Source : 2010 Regional Briefing – Auckland
CUB

12. Brand Strategy
CUB
Brand Identity

13. Innovation Information Colloboration
CUB

14. Brand Strategy
CUB
Brand Position

15. Value User Friendly Innovative Fun
$1 per student
CUB

16. Brand Strategy
CUB
Promotional Mix

17. * Social Marketing
* Online Media
* Face to Face
* Permission Marketing
Key Focus
Student Engagement Incentive Promotions
* Events at Campus
CUB

18. Brand Strategy
CUB
Concept

19. inspiring innovation
Inspiring Innovation
CUB

20. Brand Strategy
CUB
Brand Creative

21. Targetting Consumer Targetting Business
CUB

22. Brand Strategy
CUB
Measurement
of Effectiveness

23. * 4Q Survey * Google Analytics * Margins
User Experience Web Strategy Effectiveness Increased Sales
CUB

24. Brand Strategy
CUB
CUB
For more information please visit our corporate website www.cubinc.co.nz