I aim to enhance society by creating and distributing high-quality news, information and entertainment to everyone around the world. As a digitally-focused media company, I strive to provide unique insights on global, national and local levels through my digital, print and mobile offerings. My goal is to change the way people think about information by delivering it in an easy, frictionless way wherever my audience is.

1. Brand
Identities
Rebecca Horton, SERV 724
Assignment Two, 7 Apr. 2012
Image: Room on Fire via flickr

2. New York Times
Image: Brave New World via New York Times

3. Heritage
Vision Offering
Mission on Brand Audience
Earth
Identity
Values,
Beliefs Benefits
Personality
Positioning

4. Heritage
I am a child and product of American history.
I was brought up to be principled and decent,
even while those around me were unscrupulous
and obscene.
I am the result of a string of happy accidents.
Sources: Elmer Holmes Davis “History of the New York Times 1851-1921, New York Times
Company website.

5. I am a digitally-focused, multi-platform
media company.
I am here to entertain and inform you and
provoke your curiosity.
I bring an insider’s perspective on all the major
events.
Offering Sources: Page One documentary, 2011 NYT
Annual Report

6. Audience
I am here for everyone .
I reach people at the global, national, and local
levels. And I’m proud of it.
Sources: Page One documentary, 2011 NYT
Annual Report

7. I provide unique insights on global,
national, and local levels that only I can
deliver.
I help you attain the information you need,
before you even realize that you need it.
Benefits Source: 2011 NYT Annual Report

8. Personality
I am feisty.
I evolve with the times.
I am unpredictable.
Sources: Page One documentary, 2011 NYT
Annual Report

9. I value timeliness and expediency.
I believe that every word counts.
I believe that people deserve the right to
know .
Values & Beliefs Source: 2011 NYT Annual Report

10. Mission on Earth
I enhance society by
creating, collecting and
distributing high-quality news, information
and entertainment.
Source: www.nytco.com

11. I want to be close to you, on whatever device
you prefer.
I want to create and maintain an infrastructure that will
provide customers with frictionless access
to news, information and entertainment.
I want to change the way that people think
about information.
Vision Sources: Page One documentary, Jan. 20 2010
press release, NYT Co “Digital Initiative.”

12. Positioning Statement
I’m the only digitally-focused multiplatform
WHAT?
media company
HOW? That provides unique insights
TO WHOM? For everyone on earth
WHERE? In digital, print, and mobile media
That wants to change the way that people
WHY?
think about information
In an era of globally connected, digitally-
WHEN?
enhanced communication.

13. Provocative
New York Times
Gawker.com
NPR
Not digitally Digitally
savvy savvy
Wall Street Journal
Liberty Media Corporation
Comcast Corporation
Uninspiring
Desired Positioning

14. I am feisty.
I’ll go with you to the ends of the
world.

15. For Discussion
§ Brand language feels a
little stuck in the ‘90s
§ Overemphasis on
overcoming the
challenges of digital
technology
§ Values-driven
§ The idea of
“frictionless access”
could be taken further.
Image: danielygo via flickr

16. H&M Image: H&M website

17. Heritage
Vision Offering
Mission on Brand Audience
Earth
Identity
Values,
Beliefs Benefits
Personality
Positioning

18. Heritage
I come from an industrial center of Sweden.
I draw upon the roots of high-end design while
remaining an independent voice.
Source: H&M Company Website

19. I bring high fashion into everyday life.
I offer fashion quality and
at the best price.
Offering Source: H&M Company Website

20. Audience
I help women and men, teenagers and children.
…those with lots to spend and
those with little.
Source: H&M 2011 Annual Report

21. I inspire and enable confidence.
I tow the line between timeless
classics and up-to-the-minute
designs.
Benefits Source: H&M 2011 Annual Report

22. Personality
I’m experimental. I’ve got pizazz.
I am of-the-moment.
I am always chic.
Source: H&M 2011 Annual Report

23. I value and encourage initiative .
I avoid middlemen.
I respect
the individual
but value collaboration.
I recognize the power of local.
Values, Beliefs Source: H&M 2011 Annual Report

24. Mission on Earth
I exist to help others be themselves, to
inspire shopping, and to take a responsible
lead.
Source: H&M Company Website

25. I want to expand the world over
from the tropics to the Arctic
Circle, with a focus on quality, sustainability
and continued high profitability.
Vision Source: H&M 2011 Annual Report

26. Positioning Statement
WHAT? I’m the only Swedish-born fashion inspiration
HOW? That provides a means of self-expression
TO WHOM? For women and men, teenagers and children
WHERE? From the tropics to the Arctic Circle
That wants to expand the world over while
WHY?
promoting quality and sustainability
WHEN? In the era of the individual

27. Affordable
H&M
Forever 21
Gap
Low Top Shop High
Quality Quality
Indetex/Zara
Expensive
Desired Positioning

28. Always chic
edgy
c ool

29. For Discussion
§ The high meets low
approach could be
translated to many
different service
concepts
§ I don’t buy the
“timeless classics”
aspect.
§ Where are the Swedish
roots?
Image: H&M website

30. Starbucks Image: pieroffix via flickr

31. Heritage
Vision Offering
Mission on Brand Audience
Earth
Identity
Values,
Beliefs Benefits
Personality
Positioning

32. Heritage
I am named after the first mate in Herman
Melville’s Moby Dick.
I began my journey in Seattle’s
Pike Place market.
I come from the folklore of the
sea.
Source: December 2011 Starbucks company
profile, Starbucks website

33. I offer fresh food and
beverages, ready-brew solutions and
seasonal beverage-related items.
I am the premier roaster, marketer and
retailer of specialty coffee in the world.
Offering Source: December 2011 Starbucks company
profile

34. Audience
I’m in the business for more than myself. I’m
building relationships with my neighbors,
partners and customers.
Source: December 2011 Starbucks company
profile

35. I facilitate connections , a sense
of belonging.
Benefits Source: December 2011 Starbucks company
profile

36. Personality
I am consistent, reliable and well
spoken.
Source: December 2011 Starbucks company
profile

37. I believe that effective innovation is about
responding to,
predicting and creating
customers’ needs while staying true to my values.
I aim to strike a balance between
profitability and a social conscience.
Values, Beliefs Source: December 2011 Starbucks company
profile

38. Mission on Earth
I live to inspire and nurture the human spirit-one person,
one cup, and one neighborhood at a time.
Source: December 2011 Starbucks company
profile

39. scale for good
I want to ,
growing a multi-channel, multi-brand business that
believes growth and social good can go hand-in-
hand.
Vision Source: December 2011 Starbucks company
profile

40. Positioning Statement
I’m the only Seattle-raised hot and cold
WHAT?
beverage chain
HOW? That makes everything it touches better
TO WHOM? For neighbors, partners, and customers
In a down-the-block gathering place with an
WHERE?
inviting atmosphere
That wants to strike a balance between
WHY?
profitability and a social conscience
In an era of overstimulation and just-in-time
WHEN?
convenience
Source: December 2011 Starbucks company
profile

41. Accessible
Starbucks
Low McDonalds High
Quality Dunkin Quality
Brands
Caribou
Inaccessible
Intended Positioning

42. I get by with a
little help from
my friends.
-John Lennon

43. For Discussion
§ Overemphasis on
social good?
§ Compelling mission
§ Values-driven
§ Is Starbucks becoming
more commercial and
less personable in the
process?
Image: Starbucks website