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Branding Tips & Insights via File>New

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What is a brand? More than just a product itself, a brand is the overall identity that a product, service or company takes on in the minds of its current and potential customers. It is this intangible …

What is a brand? More than just a product itself, a brand is the overall identity that a product, service or company takes on in the minds of its current and potential customers. It is this intangible quality of brands that can make them difficult to understand. Three design experts presented their branding tips at a recent design event at the Rasmussen College Brooklyn Park campus

Published in: Design, Business, Technology

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  • 1. Our Guest Speakers… JOHN STUCKERDEVON THOMAS TREADWELL Founding Principals, POLLYWOG JOHN EASTMAN Creative Director, EDGE ADVERTISING
  • 2. Follow Us On Twitter We will be tweeting live from this event, follow @Rasmussen or search for the #RasDesign hashtag
  • 3. Questions & Answers… ONLINE: Sign in and submit your questions throughout the presentation in the box on the right hand side of your screen.Or email: rasdesign@rasmussen.edu
  • 4. Questions & Answers…IN THE ROOM: Write your questions down on thenotepads provided and pass them to our handyhelpers…Questions will be answered at the end of the seminar.
  • 5. Thank YouIf you have more questions, or would like to learn more about our lecture series, send us an email at rasdesign@rasmussen.edu or connect on FACEBOOK: https://www.facebook.com/rasmussentechdesign
  • 6. FAILWhy most brand names suck.(And how yours can be great.)Rasmussen CollegeJune 2, 2011
  • 7. introduction to pollywogJohn StuckerPrincipalDevon Thomas TreadwellPrincipal ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 8. introduction to pollywogWe work with brandsin their formative stagesNaming & Brand CreationBrand Strategy Nomenclature SystemsPositioning TaglinesBrand Naming Brand IdentityCategory Naming Brand Launch ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 9. how names can make a difference ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 10. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 11. Gravitationally Totally Collapsed Object ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 12. Black Hole ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 13. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 14. how names can make a differenceStrong brand namesmake more moneyLogitech“Scanner 2000” renamed “ScanMan”Sales doubled in 18 monthswith no additional advertising ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 15. how names can make a differenceGoldzilla ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 16. brain science & branding ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 17. brain science & branding“We don’t pay attention to boring things.” John Medina Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 18. brain science & brandingWhat do we pay attention to?1. Novelty. Stimuli that are unusual, unpre-dictable or distinctive harness attention.Lesson for branders:Different is good. Familiar is risky.John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 19. brain science & brandingWe pay attention to novelty. not ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 20. brain science & brandingWhat do we pay attention to?2. Relevance. We are more interested inthings that we find important to us.Lesson for branders:Know who you’re talking to and what theywant.John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 21. brain science & brandingWe pay attention to relevance. not ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 22. brain science & brandingWhat do we remember?1. Connections. Memory is enhanced bycreating associations between concepts.Lesson for branders:For more memorability, create names thatevoke an idea beyond the obvious orfunctional aspects of your offering. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 23. brain science & brandingBumblebeeWe remember connections. not ThePA4U ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 24. brain science & brandingWhat do we remember?2. Emotions. The brain remembers theemotional components of an experiencemore than any other aspectLesson for branders:Names that stir emotion have more impactand memorabilityJohn Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 25. brain science & brandingWe remember emotions. not ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 26. brain science & brandingWhat do we remember?3. Meaning. The more meaning somethinghas, the more memorable it becomes.Lesson for branders:Names rich with multiple allusions offer moreopportunities for people to find personalconnections and meaning. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 27. brain science & brandingWe remember meaning. not ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 28. brain science & brandingWe remember meaning.not ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 29. the importance of positioning ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 30. the importance of positioningCase StudyProject:Spay/neuter service for low-income petowners from the Animal Humane Society ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 31. the importance of positioningCase StudyWhat’s your promise?What makes you different from your competitors? ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 32. the importance of positioningCase StudyWhat’s your promise? Now you can afford the high qualityspay/neuter services for your pet that will save pet lives bypreventing unwanted litters.What makes you different from your competitors?Because this service is subsidized by donations, it costs lessthan other vets. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 33. the importance of positioningCase Study ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 34. the importance of positioningCase Study – Rejected NamesBudget Cut ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 35. the importance of positioningCase Study – Rejected NamesBudget Cut Queen of Spaydes ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 36. the importance of positioningCase Study – Rejected NamesBudget Cut Queen of SpaydesAlter Boys ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 37. the importance of positioningCase Study – Rejected NamesBudget Cut Queen of SpaydesAlter Boys Womb Raider ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 38. the importance of positioningCase Study – Rejected NamesBudget Cut Queen of SpaydesAlter Boys Womb RaiderF-Stop ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 39. the importance of positioningCase Study – Rejected NamesBudget Cut Queen of SpaydesAlter Boys Womb RaiderF-Stop Neutorious ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 40. Recap– The brain pays attention to novelty and relevance– The brain remembers connections, emotions and meaning– To be effective, names need to fit the brand positioning ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 41. why do so manybrand names suck? ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 42. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 43. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 44. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 45. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 46. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 47. thank you ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
  • 48. Our Guest Speakers… JOHN STUCKERDEVON THOMAS TREADWELL Founding Principals, POLLYWOG JOHN EASTMAN Creative Director, EDGE ADVERTISING
  • 49. BRANDING: MY PERSPECTIVE
  • 50. INTERNAL VS EXTERNAL
  • 51. POSITIVE VALUING & PLANNINGCOMMUNITY DEVELOPING FOR THE IMPACT EMPLOYEES FUTURE
  • 52. DUAL BRANDING
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  • 56. PERSONAL BRAND
  • 57. THANK YOU
  • 58. Join us next time….. FILE>NEW DESIGN LECTURE SERIESMANAGING CREATIVE + SOCIAL MEDIA Thursday, August 11th @ 6:00 PM CST.