Branding
Salon
DxB
–
10.10
Agenda
About Us
Branding 101
Corey Criteria
Group Critique
Thought Sharing
About
Us
WHEN

Founded in 1983
Where

Watertown, MA
WHAT WE DO

Brand Strategy
Message Strategy
Identity + Print
Digital Communications
WHO WE DO IT FOR

Technology
Education
Consumer
Healthcare
Branding 101
The Way Corey Thinks About Brand

Branding is the activity
of intentionally shaping
the perceptions of your
audiences to a...
The Way Corey Thinks About Brand

BRAND
Physical + Mental
Name

Benefit

Tagline

Values

Logo

Personality

Color
The Way Corey Thinks About Brand

Who Are You?
Brand Identity

What do you offer?
Features

Why Should i care?
Benefits
The Way Corey Thinks About Brand

Business Plan Brand Strategy

Execution

Sales Objectives

Brand Perception

Overall Loo...
The five ps

POSITION
The benefit that sets your brand apart. It is what you want to exist in the
minds of the consumers.
...
Winning brand personalities

Sincerity
Down-to-Earth, Honest, Welcome, Cheerful

Excitement
Daring, Spirited, Imaginative,...
Brand Criteria

Is it
Relevant?

Matters to customer

Is it
Profitable?
We can do well

Is it
Defensible/
Ownable?
Competi...
Corey
Criteria
Our criteria

Strategic
Essential
Practical
COntextual
Strategic
Brand
Identity
I
Public

Brand
dentity
STRATEGIC
=

SYMBOLIC
CREDIBLE
TIMELESS
brand criteria / Strategic

Symbolic
Representative of the brand –
either a current reflection or
a future vision.
Unilever
“The logo tells the story of
Unilever and vitality. It brings
together 25 different icons
representing Unilever and
its br...
Unilever / icon break Down
brand criteria / credible

Credible
Well designed type and
typefaces, considered
iconography, and a balanced
palette insti...
New york public Library
New york public Library / sketches + FF Kievit
Stanford
ABCDEFGHIJ
KLMNOPQRS
TUVWXYZ&
abcdefghijkl
mnopqrstuv
wxyzæœß/@
Ø(–).:;!?¤¥£§
1234567890
copyright © gerard unger 2006

St...
brand criteria / Strategic

Timeless
Good design is timeless, not
trendy. Invest in perfection
up front.
Twinings
Twinings / Original Storefront, EST. 1706
Twinings / Packaging
Essential
Essential
=

Simple
Relevant
UNique
brand criteria / Essential

Simple
Conveys what is essential to
the brand. This is a process
of distillation. Be simple, n...
CBS
CBS (BEFORE)
CBS applications
brand criteria / Basic

Relevant
Neon might not be the best choice
for a financial consultancy. But
it might. Consider you...
PWC
PWC
PWC Competitors
PWC
Unilever
PWC
Unilever
brand criteria / Basic

Unique
Your logo has to distinguish itself
from the competition. Deviating
from the expected can d...
Whitney Museum
Whitney Museum
Whitney Museum
Whitney Museum
Whitney
UnileverMuseum
Practical
Practical
=

Color
Size
Orientation
brand criteria / practical

color
Color can greatly enhance
your brand identity. However,
it needs to work when only
one c...
tiffany’s
Unilever
Tiffany’s
Unilever blue
Tiffany’s
Unilever blue
brand criteria / practical

Size
Does it work on a button?
How about a billboard? In the
header? As a favicon?
pinterest
Unilever
pinterest
Unilever
brand criteria / practical

Orientation
Your identity needs to be
placed in countless settings.
Design multiple lockups wi...
OCAD
Unilever
OCAD
Unilever
OCAD
OCAD
OCAD
Unilever
Contextual
Contextual
=

Adaptable
Memorable
Cultural
brand criteria / contextual

adaptable
Works across all types of
mediums – from foil stamps
to LCD screens.
Slide Title / Section

Text
NEW YORK
Unilever TIMES
NEW YORK
Unilever TIMES / HEADQUARTERS
NEW YORK
Unilever TIMES / PRINT
New YORK
Unilever TIMES /
DIGITAL EDITIONS
New YORK
Unilever TIMES /
style magazine
brand criteria / contextual

Memorable
Consider clever visual wit –
or perhaps just the opposite;
a complex or abstract fo...
Unilever
MEMORABLE:
CLEVER LOGOS
brand criteria / contextual

cultural
Be culturally sensitive.
Consider stereotypes, as well
as the meaning of colors and
...
Unilever
Color significance
in various cultures
Unilever BLACKHAWKS/
CHICAGO
WASHINGTON REDSKINS
NOTRE DAME
Unilever
“FIGHTING IRISH”
Group
Critique
Thought
Sharing
Thanks!
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The Corey Branding Salon - Design Exchange Boston

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Expertise at Corey McPherson Nash spans numerous industries and a myriad of branding challenges. We invited participants to actually be a Corey client during this event at Design Exchange Boston on October 10, 2013.

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The Corey Branding Salon - Design Exchange Boston

  1. 1. Branding Salon DxB – 10.10
  2. 2. Agenda About Us Branding 101 Corey Criteria Group Critique Thought Sharing
  3. 3. About Us
  4. 4. WHEN Founded in 1983
  5. 5. Where Watertown, MA
  6. 6. WHAT WE DO Brand Strategy Message Strategy Identity + Print Digital Communications
  7. 7. WHO WE DO IT FOR Technology Education Consumer Healthcare
  8. 8. Branding 101
  9. 9. The Way Corey Thinks About Brand Branding is the activity of intentionally shaping the perceptions of your audiences to advance your organization.
  10. 10. The Way Corey Thinks About Brand BRAND Physical + Mental Name Benefit Tagline Values Logo Personality Color
  11. 11. The Way Corey Thinks About Brand Who Are You? Brand Identity What do you offer? Features Why Should i care? Benefits
  12. 12. The Way Corey Thinks About Brand Business Plan Brand Strategy Execution Sales Objectives Brand Perception Overall Look & Feel Target Markets Brand Architecture Campaigns Market Landscape Position Social Media Competitive Landscape Naming Communication Pieces Messaging Strategy
  13. 13. The five ps POSITION The benefit that sets your brand apart. It is what you want to exist in the minds of the consumers. Promise The pledge to customers about the experience. Permission The scope of the brand – the DO’s and DON’Ts. Personality The voice and attitude. Permanence The enduring qualities of the brand.
  14. 14. Winning brand personalities Sincerity Down-to-Earth, Honest, Welcome, Cheerful Excitement Daring, Spirited, Imaginative, Up-to-Date Competence Reliable, Intelligent, Successful Sophistication Upper Class, Charming Ruggedness Outdoorsy, Tough
  15. 15. Brand Criteria Is it Relevant? Matters to customer Is it Profitable? We can do well Is it Defensible/ Ownable? Competitors can’t do it well.
  16. 16. Corey Criteria
  17. 17. Our criteria Strategic Essential Practical COntextual
  18. 18. Strategic
  19. 19. Brand Identity
  20. 20. I Public Brand dentity
  21. 21. STRATEGIC = SYMBOLIC CREDIBLE TIMELESS
  22. 22. brand criteria / Strategic Symbolic Representative of the brand – either a current reflection or a future vision.
  23. 23. Unilever
  24. 24. “The logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits we bring to consumers and the world we operate in.” Unilever
  25. 25. Unilever / icon break Down
  26. 26. brand criteria / credible Credible Well designed type and typefaces, considered iconography, and a balanced palette instill trust.
  27. 27. New york public Library
  28. 28. New york public Library / sketches + FF Kievit
  29. 29. Stanford
  30. 30. ABCDEFGHIJ KLMNOPQRS TUVWXYZ& abcdefghijkl mnopqrstuv wxyzæœß/@ Ø(–).:;!?¤¥£§ 1234567890 copyright © gerard unger 2006 Stanford / capitolium news capitolium news headline
  31. 31. brand criteria / Strategic Timeless Good design is timeless, not trendy. Invest in perfection up front.
  32. 32. Twinings
  33. 33. Twinings / Original Storefront, EST. 1706
  34. 34. Twinings / Packaging
  35. 35. Essential
  36. 36. Essential = Simple Relevant UNique
  37. 37. brand criteria / Essential Simple Conveys what is essential to the brand. This is a process of distillation. Be simple, not simplistic.
  38. 38. CBS
  39. 39. CBS (BEFORE)
  40. 40. CBS applications
  41. 41. brand criteria / Basic Relevant Neon might not be the best choice for a financial consultancy. But it might. Consider your clients, their goals, and the competitive landscape.
  42. 42. PWC
  43. 43. PWC
  44. 44. PWC Competitors
  45. 45. PWC Unilever
  46. 46. PWC Unilever
  47. 47. brand criteria / Basic Unique Your logo has to distinguish itself from the competition. Deviating from the expected can distinguish your brand, but be careful not to lose your identity.
  48. 48. Whitney Museum
  49. 49. Whitney Museum
  50. 50. Whitney Museum
  51. 51. Whitney Museum
  52. 52. Whitney UnileverMuseum
  53. 53. Practical
  54. 54. Practical = Color Size Orientation
  55. 55. brand criteria / practical color Color can greatly enhance your brand identity. However, it needs to work when only one color is available.
  56. 56. tiffany’s Unilever
  57. 57. Tiffany’s Unilever blue
  58. 58. Tiffany’s Unilever blue
  59. 59. brand criteria / practical Size Does it work on a button? How about a billboard? In the header? As a favicon?
  60. 60. pinterest Unilever
  61. 61. pinterest Unilever
  62. 62. brand criteria / practical Orientation Your identity needs to be placed in countless settings. Design multiple lockups with different orientations.
  63. 63. OCAD Unilever
  64. 64. OCAD Unilever
  65. 65. OCAD
  66. 66. OCAD
  67. 67. OCAD Unilever
  68. 68. Contextual
  69. 69. Contextual = Adaptable Memorable Cultural
  70. 70. brand criteria / contextual adaptable Works across all types of mediums – from foil stamps to LCD screens.
  71. 71. Slide Title / Section Text
  72. 72. NEW YORK Unilever TIMES
  73. 73. NEW YORK Unilever TIMES / HEADQUARTERS
  74. 74. NEW YORK Unilever TIMES / PRINT
  75. 75. New YORK Unilever TIMES / DIGITAL EDITIONS
  76. 76. New YORK Unilever TIMES / style magazine
  77. 77. brand criteria / contextual Memorable Consider clever visual wit – or perhaps just the opposite; a complex or abstract form that requires deeper thinking.
  78. 78. Unilever MEMORABLE: CLEVER LOGOS
  79. 79. brand criteria / contextual cultural Be culturally sensitive. Consider stereotypes, as well as the meaning of colors and shapes in different cultures.
  80. 80. Unilever Color significance in various cultures
  81. 81. Unilever BLACKHAWKS/ CHICAGO WASHINGTON REDSKINS
  82. 82. NOTRE DAME Unilever “FIGHTING IRISH”
  83. 83. Group Critique
  84. 84. Thought Sharing
  85. 85. Thanks!

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