2. Addiction is a disease
that shatters lives. It’s
time to say enough.
- Shatterproof
3. ..Value position..involves creating an
emotional connection between the
brand and the consumer…value
positioning can create a relationship
that engenders brand loyalty,
commitment, and strong consumer
equity.
- Michael Levens
All four of my
companies are
non-profits with a
main purpose of
helping addicts.
The products they
are selling are
knowledge and
support, so I will
focus on the value
ideal in each zag,
as I believe that is
the most relevant
ideal in this
situation.
4. PROJECT COMPANY:
NARCOTICS ANONYMOUS
ZAG:
Narcotics Anonymous’ zag is
to create worldwide support
groups consisting of
recovering addicts. They aim
to position their program as
the true path of recovery.Logo
5. NARCOTICS ANONYMOUS
DIFFERENTIATING IDEALS
Vision:
• Create personal groups
• Heal through intense, individual connections
Meaning:
• Strength in numbers
• Addictions can be healed
Authenticity:
• Fill a void, a place where addicts can gather
• Involve community in solving the problem of addiction
Differentiation:
• Low to no cost gathering, accepts all people
• Based on no judgment of addicts
Sustainability:
• Constantly able to change and adjust to different communities
• Strength and longevity comes from community members, not staff
Flexibility:
• No rigid structure, so it can change to suit changing needs
• Growth dictated by community interest
MEANING: NA uses group
meetings to heal addictions.
SUSTAINABILITY: NA has buy-
in from community members
at the initial start, promoting a
healthy organization.
ZAG:
NA creates worldwide
support groups
consisting of recovering
addicts. Their program
is the true path to
recovery.
6. Design is a valuable means of
differentiation, one in which
product or service design details
become very important…The brand
sets the customer’s anticipation and
expectation of quality and
experience.
- Kathryn Best
Of the companies
I examined
ShatterProof has
the strongest
design.
Narcotics
Anonymous has
the weakest, and
for that reason I
chose to focus on
them.
7. SHATTERPROOF
ZAG:
ShatterProof’s zag is to raise
awareness about the
devastation addiction wrecks
on addicts and their loved
ones. They are determined to
end addiction.Logo
8. SHATTERPROOF
DIFFERENTIATING IDEALS
Vision:
• All addictions are diseases
• These diseases can be eradicated
Meaning:
• Education about the disease is essential
• The disease affects us all
Authenticity:
• It doesn’t hide the ugly truth of addictions, but broadcasts it
• It provides a voice for affected family members and loved ones
Differentiation:
• It raises money in order to raise awareness
• It doesn’t hide the horrible face of addiction behind inspirational words
Sustainability:
• With such a strong brand, it’s very sustainable
• Sustainable because it is about everyone affected, not just addicts
Coherence:
• Strong brand and website gives the larger picture to those who visit site
• Consistent and powerful branding as a whole
DIFFERENTIATION:
ShatterProof has an active
advocacy group, another fact
that sets them apart.
AUTHENTICITY: ShatterProof
broadcasts the triumph that
comes with a conquered
addiction.
ZAG:
ShatterProof raises
awareness about the
devastation addiction
wrecks on addicts and their
loved ones. They are
determined to end addiction.
9. NATIONAL INSTITUTE
OF DRUG ABUSE
ZAG:
The National Institute of Drug Abuse takes a science-
based approach to monitoring and helping with drug
abuse. They also focus on educating the public.
Logo
10. NATIONAL INSTITUTE OF DRUG ABUSE
DIFFERENTIATING IDEALS
Vision:
• Wide array of educational sources
• Source of information for people of all ages
Meaning:
• To provide the necessary education about drug abuse
• Knowledge can help to eradicate the problem
Authenticity:
• Has a huge number of experts to rely upon for information
• Provides the facts and latest science
Differentiation:
• It has built itself up to be the reliable knowledge center
• It deals with all addictions – from smoking to drug abuse
Sustainability:
• Since it appeals to all age types, it has a sustainability
• New information is constantly published, keeping it on the forefront
Coherence:
• The website has a strong educational presence
• Brand has a serious scientific feel
DIFFERENTIATION: NIDA
features scientific and
biological facts and images to
present new research.
AUTHENTICITY: NIDA uses
images like this to present
information about new
treatments.
ZAG:
The National Institute of
Drug Abuse takes a science-
based approach to
monitoring and helping
with drug abuse, and
educating the public.
11. ADDICTION HELP SERVICES
Logo
ZAG:
Finally, Addiction Help Services aims to provide the
most immediate assistance and support possible to
those suffering from addiction and in crisis, as well
as ways to locate more long-term help.
12. ADDICTION HELP SERVICES
DIFFERENTIATING IDEALS
Vision:
• Positive message offering hope
• Quick reference for finding help in time of crisis
Meaning:
• To provide immediate assistance to addicts and alcoholics in need
• Access to locating long-term care for solutions
Authenticity:
• There are quick and handy facts for those in need
• Purpose is to get people to find help, quickly
Differentiation:
• Focuses on positive, hopeful messaging, empowers individual
• Stresses the need for change and provides channels to find it
Sustainability:
• As long as the sources it offers are around, it will be necessary
• There will always be people in crisis needing immediate assistance
Coherence:
• The website has a very easy navigation, finding help is simple
• Brand is about a person helping themselves, asking for help
DIFFERENTIATION: This
company focuses on
empowering individuals to
reach out and get help.
SUSTAINABILITY: Addiction
Help Services isn’t afraid of
using strong imagery to say,
“Find help here.”
ZAG:
Addiction Help Services
provides immediate assistance
and support to those suffering
from addiction and in crisis, as
well as ways to locate more
long-term help.
13. 4656be12505b3002e6_fxm6bnxsp (1) [Photograph]. Retrieved on April 12, 2014,
from http://www.shatterproof.org/page/content/fundraising-events
Addiction Help Services. [Web] Retrieved on April 9, 2014 from
http://www.addictionhelpservices.com/
alcohol-Rehab [Photograph]. Retrieved on April 12, 2014, from
http://www.addictionhelpservices.com/alcohol-rehab.asp
Best, K. (2006) Design Management Singapore: AVA Publishing.
blueprint-advocate [Photograph]. Retrieved on April 12, 2014, from
http://www.shatterproof.org/
connectome3 [Photograph]. Retrieved on April 12, 2014, from
http://www.drugabuse.gov/
hands-1434811-2-m [Photograph]. Retrieved on April 12, 2014, from
http://www.freeimages.com/photo/1434811
REFERENCES
14. homeMain [Photograph]. Retrieved on April 12, 2014, from
http://www.addictionhelpservices.com/
Levens, M. (2010). Marketing.Upper Saddle River: New Jersey;Pearson Education, Inc.
naldozone [Illustration]. Retrieved on April 12, 2014, from http://www.drugabuse.gov/
Narcotics Anonymous World Services. [Web] Retrieved on April 9, 2014 from
https://www.na.org/
National Institute on Drug Abuse. [Web] Retrieved on April 9, 2014 from
http://www.drugabuse.gov/
Shatterproof. [Web] Retrieved on April 9, 2014 from http://www.shatterproof.org/
Shatterproof. (n.d.) In Shatterproof home page. Retrieved from
http://www.shatterproof.org/
teamwork-3-1254522-m [Illustration]. Retrieved on April 12, 2014, from
http://www.freeimages.com/photo/1254522
REFERENCES, CONTD.
