EXPLO
EXPLO MARKETING
7 / 22 / 2014
WHAT WE DO
We help organizations attract and engage their
audiences through creating clear, distinctive and
meaningful bra...
WHO WE ARE
We help organizations attract and engage their
audiences through creating clear, distinctive and
meaningful bra...
Your brand
is what people say about you
when you leave the room.
– Jeff Bezos, founder of Amazon
THE WAY COREY THINKS ABOU...
Branding
is the activity of intentionally
shaping the perceptions of your
audiences to advance your
organization.
THE WAY ...
Brand = Physical + Mental
Physical:
name + tagline + logo + color
Mental:
benefit + values + personality
THE WAY COREY THI...
THE WAY COREY THINKS ABOUT BRAND
WHO ARE
YOU?
.........................
BRAND IDENTITY
WHAT DO YOU
OFFER?
...................
The Five Ps of a Brand
Position
Promise
Permission
Personality
Permanence
THE WAY COREY THINKS ABOUT BRAND
POSITION
The benefit that sets your brand apart
PROMISE
The pledge to customers about the
experience
PERMISSION
The scope of the brand
PERSONALITY
Voice and attitude
PERMANENCE
The enduring qualities of the brand
THE WAY COREY THINKS ABOUT BRAND: CRITERIA
IS IT
RELEVANT?
It matters to your
audience
IS IT
PROFITABLE?
We can do it well...
Time +
Consistent Delivery +
Consistent Communication
=
B R A N D
E Q U I T Y
THE WAY COREY THINKS ABOUT BRAND
CASE STUDIES
EXPLO
BRAND STRATEGY AND WEBSITE
EXPLORATION SUMMER PROGRAMS: PROJECT OVERVIEW
ASSIGNMENT
• Clarify the brand identity and
program nomenclature for an
grow...
EXPLO
Former Brand Architecture
Master Brand Exploration (“Explo”)
Sub-brand The Classic Programs
Product brands The Senio...
EXPLO
RECOMMENDATION:
Lead with EXPLO.
EXPLO is much more distinctive, it is the name that
everyone already uses, and it i...
EXPLO
RECOMMENDATION:
To build brand equity, use “EXPLO” as a
modifier in the names of your sub-brands and
product brands....
EXPLO
FINDING:
“Classic Programs” is not an ideal name for your three core
programs. It probably does not mean much to mos...
EXPLO
FINDING:
The nomenclature for the Classic Programs – “Senior
Program,” “Intermediate Program,” “Junior Program” is
c...
EXPLO
Former Brand Architecture
Master Brand Exploration (“Explo”)
Sub-brand The Classic Programs
Product brands The Senio...
EXPLO
Current Brand Architecture
Master Brand EXPLO
Sub-brand EXPLO 360 Programs
Product brands EXPLO at Yale
EXPLO at Wel...
EXPLO
Previous Version of Website
EXPLO
EXPLO
GOODWILL
RETAIL BRANDING AND BRAND MESSAGING
GOODWILL INDUSTRIES OF MASSACHUSETTS: PROJECT OVERVIEW
ASSIGNMENT
• Drive increased donations and retail
sales by communic...
GOODWILL
Findings from 30 intercept interviews at 2 stores:
• Only 5 of the interviewees correctly stated the
mission as r...
GOODWILL
Perception of the Mission
Homeless
shelter,
Clothing the
homeless,
Thrift shop
etc.
Perceived
Mission
Job
Trainin...
GOODWILL
Elevating the Mission – Descriptive Approach
Jobs
Mission
What we do Provide jobs and training
Who we help
How it...
GOODWILL
Elevating the Mission – Emotional Approach
Jobs
Mission
Purpose Giving lives new purpose
Renewal
A Chance
Change
...
GOODWILL
The Big Idea:
The mission of Goodwill is to provide work
opportunities to people who want to work, who
want “to a...
GOODWILL
The Big Idea:
I will. Goodwill.
The brand is expressed from the audience POV.
The “I will” works not just for the...
GOODWILL
Creative Strategy:
Own a color. The blue/white/black palette in
your identity is fine, but consider adding a
brig...
GOODWILL
Creative Strategy:
Own a typeface. Select a distinctive type
palette that is widely available on
computers. And t...
GOODWILL
Creative Strategy:
Use the “I will” concept to generate
headlines, but continue to use the last
phrase of the exi...
GOODWILL
Creative Concepts: Direction One
Window Posters
GOODWILL
Creative Concepts: Direction One
Shopping Bags
GOODWILL
Creative Concepts: Direction One
Vehicles
GOODWILL
Creative Concepts: Direction One
Department Signs
GOODWILL
Creative Concepts: Direction Two
Window Posters
GOODWILL
Creative Concepts: Direction Two
Shopping Bags
GOODWILL
Creative Concepts: Direction Two
Vehicles
GOODWILL
Creative Concepts: Direction Two
Department Signs
GOODWILL: DEPARTMENT SIGNS
Department Signs
Creative Concepts: Direction Two
GOODWILL: STORE SIGNS
Department Signs
Rack Signs with Tag Line
Pillar Signs
GOODWILL
Donation Center
GOODWILL
Results (from internal interviews):
• New branding has "modernized" the
message, re-energized it.
• Staff has bec...
GOODWILL
Results (from shopper surveys):
• Shoppers believe the stores have better
merchandise.
• Shoppers believe there i...
GOODWILL
Recognition:
• Winner of the 2011 RAMAE Award for
Advertising and Promotion from the Retail
Association of Massac...
Branding Best Practices 101: Corey McPherson Nash
Branding Best Practices 101: Corey McPherson Nash
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Branding Best Practices 101: Corey McPherson Nash

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Michael McPherson presented a webinar about branding to the intellectually curious and energetic students of EXPLO's program at Yale University this summer. Drawing on relevant branding case studies from our own portfolio of work with Goodwill Industries and EXPLO itself, the presentation is a thoughtful snapshot of our philosophy, process and approach to branding.

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Branding Best Practices 101: Corey McPherson Nash

  1. 1. EXPLO EXPLO MARKETING 7 / 22 / 2014
  2. 2. WHAT WE DO We help organizations attract and engage their audiences through creating clear, distinctive and meaningful brand messages and experiences.
  3. 3. WHO WE ARE We help organizations attract and engage their audiences through creating clear, distinctive and meaningful brand messages and experiences. And we promise a lot of fun along the way.
  4. 4. Your brand is what people say about you when you leave the room. – Jeff Bezos, founder of Amazon THE WAY COREY THINKS ABOUT BRAND
  5. 5. Branding is the activity of intentionally shaping the perceptions of your audiences to advance your organization. THE WAY COREY THINKS ABOUT BRAND
  6. 6. Brand = Physical + Mental Physical: name + tagline + logo + color Mental: benefit + values + personality THE WAY COREY THINKS ABOUT BRAND
  7. 7. THE WAY COREY THINKS ABOUT BRAND WHO ARE YOU? ......................... BRAND IDENTITY WHAT DO YOU OFFER? ......................... FEATURES WHY SHOULD I CARE? ......................... BENEFITS
  8. 8. The Five Ps of a Brand Position Promise Permission Personality Permanence THE WAY COREY THINKS ABOUT BRAND
  9. 9. POSITION The benefit that sets your brand apart
  10. 10. PROMISE The pledge to customers about the experience
  11. 11. PERMISSION The scope of the brand
  12. 12. PERSONALITY Voice and attitude
  13. 13. PERMANENCE The enduring qualities of the brand
  14. 14. THE WAY COREY THINKS ABOUT BRAND: CRITERIA IS IT RELEVANT? It matters to your audience IS IT PROFITABLE? We can do it well IS IT DEFENSIBLE? Competitors can’t do it well
  15. 15. Time + Consistent Delivery + Consistent Communication = B R A N D E Q U I T Y THE WAY COREY THINKS ABOUT BRAND
  16. 16. CASE STUDIES
  17. 17. EXPLO BRAND STRATEGY AND WEBSITE
  18. 18. EXPLORATION SUMMER PROGRAMS: PROJECT OVERVIEW ASSIGNMENT • Clarify the brand identity and program nomenclature for an growing number of summer programs and focus programs for kids grades 2–12. • Design a new website that deploys the new brand architecture. SOLUTION • Change the primary brand to “EXPLO” and use it to rebrand the three primary programs by campus location: Explo at Yale, etc. instead of by age group. • Use EXPLO to brand the Professional Discovery programs, e.g. “EXPLO Marketing.” • Use a color system to differentiate the programs and program types.
  19. 19. EXPLO Former Brand Architecture Master Brand Exploration (“Explo”) Sub-brand The Classic Programs Product brands The Senior Program The Intermediate Program The Junior Program Sub-brand The Focus Programs Product brands Sports Medicine + Orthopedics Culinary Arts Veterinary Science etc.
  20. 20. EXPLO RECOMMENDATION: Lead with EXPLO. EXPLO is much more distinctive, it is the name that everyone already uses, and it is short. It also works nicely in a “Master Brand/Sub-brand” system. (Think “FedEx”.)
  21. 21. EXPLO RECOMMENDATION: To build brand equity, use “EXPLO” as a modifier in the names of your sub-brands and product brands. EXPLO works well to link your sub-brands and products together under one master brand. Using this consistently will build equity in both the overall brand and in your individual offerings.
  22. 22. EXPLO FINDING: “Classic Programs” is not an ideal name for your three core programs. It probably does not mean much to most of your audiences. “Classic” also has some negative connotations, such as “old,” “dusty,” “boring,” etc. RECOMMENDATION: Replace “classic” with a more evocative term. For example: “360,” “Discover”, “Maximum”, “Max”. The overall sub-brand name would be “Explo 360,” “Explo Discover,” “Explo Max,” etc.
  23. 23. EXPLO FINDING: The nomenclature for the Classic Programs – “Senior Program,” “Intermediate Program,” “Junior Program” is confusing to the first-time visitor, because the terms refer to specific grade levels in (American) schools, but the grade ranges for the Programs do not correspond to those grade levels. (e.g. “Senior”, “Junior”) RECOMMENDATION: Incorporate the location in the name, e.g. “Explo at Yale, Explo at Wellesley, etc. followed by the grade range, e.g., Grades 10-12, etc.
  24. 24. EXPLO Former Brand Architecture Master Brand Exploration (“Explo”) Sub-brand The Classic Programs Product brands The Senior Program The Intermediate Program The Junior Program Sub-brand The Focus Programs Product brands Sports Medicine + Orthopedics Culinary Arts Veterinary Science etc.
  25. 25. EXPLO Current Brand Architecture Master Brand EXPLO Sub-brand EXPLO 360 Programs Product brands EXPLO at Yale EXPLO at Wellesley EXPLO at Wheaton Sub-brand EXPLO Focus Product brands Marketing Chef Ortho etc.
  26. 26. EXPLO Previous Version of Website
  27. 27. EXPLO
  28. 28. EXPLO
  29. 29. GOODWILL RETAIL BRANDING AND BRAND MESSAGING
  30. 30. GOODWILL INDUSTRIES OF MASSACHUSETTS: PROJECT OVERVIEW ASSIGNMENT • Drive increased donations and retail sales by communicating the core mission of Goodwill to the public through stores, donation centers, and trucks. • Differentiate Goodwill from other thrift retail outlets in Massachusetts. SOLUTION • Created a primary tag line “I will. Goodwill.” Used that tag line as a platform to create other slogans: “I will donate,” “I will work,” etc. to communicate a range of brand messages that link back to the core mission. • Developed a integrated graphic language that ties together a diverse product offering.
  31. 31. GOODWILL Findings from 30 intercept interviews at 2 stores: • Only 5 of the interviewees correctly stated the mission as related to job training for people with disabilities. • Other responses ranged from “recycling” to providing good deals at a low cost. (“PRICES! Are you kidding?”) • Most shoppers stated that knowing the mission would not influence their shopping behavior but that they would be more likely to donate to Goodwill.
  32. 32. GOODWILL Perception of the Mission Homeless shelter, Clothing the homeless, Thrift shop etc. Perceived Mission Job Training and Placement Actual Mission Although true, is it compelling? Will communicating this effectively actually move the dial? Do we need to elevate the message for greater impact? From Jeans to Jobs Not Charity but a Chance Keep Descriptive? Make Emotive?
  33. 33. GOODWILL Elevating the Mission – Descriptive Approach Jobs Mission What we do Provide jobs and training Who we help How it works What we have Individuals with disabilities Jeans to jobs Jobs, stores, summer camp Retain the mission but communicate it at a higher level in a descriptive way.
  34. 34. GOODWILL Elevating the Mission – Emotional Approach Jobs Mission Purpose Giving lives new purpose Renewal A Chance Change Helping renew lives, dignity through work Second chances for people – and for things Changing lives Retain the mission but communicate it at a higher level in an emotive way.
  35. 35. GOODWILL The Big Idea: The mission of Goodwill is to provide work opportunities to people who want to work, who want “to achieve independence and dignity through work,” in spite of the barriers they have to gaining employment. This resolution, this will to work, is at the core of the brand.
  36. 36. GOODWILL The Big Idea: I will. Goodwill. The brand is expressed from the audience POV. The “I will” works not just for the job trainees, but also for the donors and shoppers: • I will donate. I will save.
  37. 37. GOODWILL Creative Strategy: Own a color. The blue/white/black palette in your identity is fine, but consider adding a brighter color palette that works with it. Then use it boldly and consistently.
  38. 38. GOODWILL Creative Strategy: Own a typeface. Select a distinctive type palette that is widely available on computers. And then use it consistently throughout all your communications.
  39. 39. GOODWILL Creative Strategy: Use the “I will” concept to generate headlines, but continue to use the last phrase of the existing mission statement – “independence and dignity through work” – as the primary tag line for the brand.
  40. 40. GOODWILL Creative Concepts: Direction One Window Posters
  41. 41. GOODWILL Creative Concepts: Direction One Shopping Bags
  42. 42. GOODWILL Creative Concepts: Direction One Vehicles
  43. 43. GOODWILL Creative Concepts: Direction One Department Signs
  44. 44. GOODWILL Creative Concepts: Direction Two Window Posters
  45. 45. GOODWILL Creative Concepts: Direction Two Shopping Bags
  46. 46. GOODWILL Creative Concepts: Direction Two Vehicles
  47. 47. GOODWILL Creative Concepts: Direction Two Department Signs
  48. 48. GOODWILL: DEPARTMENT SIGNS Department Signs Creative Concepts: Direction Two
  49. 49. GOODWILL: STORE SIGNS Department Signs Rack Signs with Tag Line Pillar Signs
  50. 50. GOODWILL Donation Center
  51. 51. GOODWILL Results (from internal interviews): • New branding has "modernized" the message, re-energized it. • Staff has become brand ambassadors – inspired and motivated. • New branding has provided a disciplined and consistent platform to promote the mission.
  52. 52. GOODWILL Results (from shopper surveys): • Shoppers believe the stores have better merchandise. • Shoppers believe there is more merchandise in the stores. Financial: • Sales up from 10%-18% in all stores that are rebranded.
  53. 53. GOODWILL Recognition: • Winner of the 2011 RAMAE Award for Advertising and Promotion from the Retail Association of Massachusetts

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