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Brand                Identities                 Rebecca Horton, SERV 724                Assignment Two, 7 Apr. 2012Image: ...
New York Times           Image: Brave New World via New York Times
Heritage        Vision                   OfferingMission on         Brand               Audience  Earth                  I...
Heritage                       I am a child and product of American history.I was brought up to be principled and decent,e...
I am a digitally-focused, multi-platform                                         media company.I am here to entertain and ...
Audience                   I am here for everyone             .      I reach people at the global, national, and local    ...
I provide unique insights on global,               national, and local levels that only I can                             ...
Personality                                     I am   feisty.I evolve with the times.                   I am unpredictabl...
I value timeliness and expediency.I believe that every word counts.     I believe that people deserve the   right to      ...
Mission on Earth                            I enhance society by            creating, collecting and  distributing high-qu...
I want to be close to you, on whatever device                                                  you prefer.I want to create...
Positioning Statement            I’m the only digitally-focused multiplatform WHAT?            media company HOW?       Th...
Provocative                                               New York Times                         Gawker.com               ...
I am   feisty.I’ll go with you to the ends of the                           world.
For Discussion§ Brand language feels a little stuck in the ‘90s§ Overemphasis on overcoming the challenges of digital te...
H&M   Image: H&M website
Heritage        Vision                   OfferingMission on         Brand               Audience  Earth                  I...
Heritage          I come from an industrial center of Sweden. I draw upon the roots of high-end design while remaining an ...
I bring high fashion into everyday life.I offer   fashion quality   andat the best price.Offering                           ...
Audience    I help women and men, teenagers and children. …those with lots to spend and those with little.                ...
I inspire and enable confidence.I tow the line between   timelessclassics and up-to-the-minutedesigns.Benefits            ...
Personality          I’m experimental. I’ve got   pizazz.                                 I am of-the-moment. I am always ...
I value and encourage   initiative                           .                            I avoid middlemen. I respect the...
Mission on Earth     I exist to help others be themselves, to   inspire shopping, and to take a responsible               ...
I want to expand the world over from the tropics to the Arctic Circle, with a focus on quality, sustainability and continu...
Positioning Statement WHAT?      I’m the only Swedish-born fashion inspiration HOW?       That provides a means of self-ex...
Affordable                               H&M            Forever 21                     Gap Low      Top Shop              ...
Always chicedgy          c ool
For Discussion§ The high meets low approach could be translated to many different service concepts§ I don’t buy the “tim...
Starbucks   Image: pieroffix via flickr
Heritage        Vision                   OfferingMission on         Brand               Audience  Earth                  I...
Heritage            I am named after the first mate in Herman            Melville’s Moby Dick.I began my journey in Seattl...
I offer fresh   food and         beverages, ready-brew solutions and                     seasonal beverage-related items. I...
Audience     I’m in the business for more than myself. I’m    building relationships with my neighbors,               part...
I facilitate   connections   , a sense of   belonging.Benefits                  Source: December 2011 Starbucks company   ...
Personality    I am   consistent, reliable and well                                        spoken.                        ...
I believe that effective innovation is about                           responding to,                  predicting and creat...
Mission on Earth I live to inspire and nurture the human spirit-one person,                    one cup, and one neighborho...
scale for good                I want to                           ,   growing a multi-channel, multi-brand business that  ...
Positioning Statement            I’m the only Seattle-raised hot and cold WHAT?            beverage chain HOW?       That ...
Accessible                                             Starbucks Low      McDonalds                                  HighQ...
I get by with alittle help frommy friends.  -John Lennon
For Discussion§ Overemphasis on social good?§ Compelling mission§ Values-driven§ Is Starbucks becoming more commercial...
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Brand Identity Research: H&M, Starbucks, and NYT

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Company research conducted for a SCAD course in brand-driven service innovation.

Published in: Design

Brand Identity Research: H&M, Starbucks, and NYT

  1. 1. Brand Identities Rebecca Horton, SERV 724 Assignment Two, 7 Apr. 2012Image: Room on Fire via flickr
  2. 2. New York Times Image: Brave New World via New York Times
  3. 3. Heritage Vision OfferingMission on Brand Audience Earth Identity Values, Beliefs Benefits Personality Positioning
  4. 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 unscrupulousand 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 TimesCompany website.
  5. 5. I am a digitally-focused, multi-platform media company.I am here to entertain and inform you andprovoke your curiosity. I bring an insider’s perspective on all the major events.Offering Sources: Page One documentary, 2011 NYT Annual Report
  6. 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. 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. 8. Personality I am feisty.I evolve with the times. I am unpredictable. Sources: Page One documentary, 2011 NYT Annual Report
  9. 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. 10. Mission on Earth I enhance society by creating, collecting and distributing high-quality news, information and entertainment. Source: www.nytco.com
  11. 11. I want to be close to you, on whatever device you prefer.I want to create and maintain an infrastructure that willprovide customers with frictionless accessto 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. 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. 13. Provocative New York Times Gawker.com NPRNot digitally Digitally savvy savvy Wall Street Journal Liberty Media Corporation Comcast Corporation Uninspiring Desired Positioning
  14. 14. I am feisty.I’ll go with you to the ends of the world.
  15. 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. 16. H&M Image: H&M website
  17. 17. Heritage Vision OfferingMission on Brand Audience Earth Identity Values, Beliefs Benefits Personality Positioning
  18. 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. 19. I bring high fashion into everyday life.I offer fashion quality andat the best price.Offering Source: H&M Company Website
  20. 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. 21. I inspire and enable confidence.I tow the line between timelessclassics and up-to-the-minutedesigns.Benefits Source: H&M 2011 Annual Report
  22. 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. 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. 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. 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. 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. 27. Affordable H&M Forever 21 Gap Low Top Shop HighQuality Quality Indetex/Zara Expensive Desired Positioning
  28. 28. Always chicedgy c ool
  29. 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. 30. Starbucks Image: pieroffix via flickr
  31. 31. Heritage Vision OfferingMission on Brand Audience Earth Identity Values, Beliefs Benefits Personality Positioning
  32. 32. Heritage I am named after the first mate in Herman Melville’s Moby Dick.I began my journey in Seattle’sPike Place market. I come from the folklore of the sea. Source: December 2011 Starbucks company profile, Starbucks website
  33. 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. 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. 35. I facilitate connections , a sense of belonging.Benefits Source: December 2011 Starbucks company profile
  36. 36. Personality I am consistent, reliable and well spoken. Source: December 2011 Starbucks company profile
  37. 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. 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. 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. 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. 41. Accessible Starbucks Low McDonalds HighQuality Dunkin Quality Brands Caribou Inaccessible Intended Positioning
  42. 42. I get by with alittle help frommy friends. -John Lennon
  43. 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

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