Branding Gone Wild:
                A Case Study


                              Mark Cheater
                        Dir....
The Challenge
• No consistent look for group’s pubs

• Wild profusion of organizational logos




• Little/no understandin...
The Response
• Presentation for senior mgt on branding




                                    Defenders of Wildlife
• Got leadership support for
  branding effort




• Hired experienced consultant/designer



                            ...
• Got agreement on basics
  – Logo
    *variations:


  – Color scheme
  – Fonts
  – Other




                           ...
• Created materials
  – Stationery/biz cards

  – Fact sheets

  – White papers

  – PowerPoints




                     ...
• Produced guide for staff/
                      contractors
• Rolled out materials, educated
   staff and contractors


...
Lessons/advice
• Hire an experienced consultant
• Leadership needs to be on board/visible
• Be patient
• Keep it simple
• ...
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Mark Cheater Presentation - PCDC 9.23.10

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Presentation delivered by Mark Cheater, Director of Publications at Defenders of Wildlife, at PCDC's brown bag lunch, "Developing and Managing a Design Identity," held at Vanguard Communications on September 23, 2010.

Published in: Self Improvement
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Transcript of "Mark Cheater Presentation - PCDC 9.23.10"

  1. 1. Branding Gone Wild: A Case Study Mark Cheater Dir. of Publications Defenders Defenders of Wildlife
  2. 2. The Challenge • No consistent look for group’s pubs • Wild profusion of organizational logos • Little/no understanding of branding Defenders of Wildlife
  3. 3. The Response • Presentation for senior mgt on branding Defenders of Wildlife
  4. 4. • Got leadership support for branding effort • Hired experienced consultant/designer Defenders of Wildlife
  5. 5. • Got agreement on basics – Logo *variations: – Color scheme – Fonts – Other Defenders of Wildlife
  6. 6. • Created materials – Stationery/biz cards – Fact sheets – White papers – PowerPoints Defenders of Wildlife
  7. 7. • Produced guide for staff/ contractors • Rolled out materials, educated staff and contractors Defenders of Wildlife
  8. 8. Lessons/advice • Hire an experienced consultant • Leadership needs to be on board/visible • Be patient • Keep it simple • Accentuate benefits to staff/org • Buy a wig Defenders of Wildlife

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