1. ACI2
D TEST FOR
TWO SECTORS
Four wall charts full of infographic information about the
branding of two sectors, banking and airlines . The focus is in
auditing one established brand and one challenger in the market.
WALL CHART & INFOGRAPHICS

3. AMERICAN AIRLINES
Positioning Statement
(WHAT) I am the only US airline company
(HOW) that makes flying a unique and memorable experience
(TO WHOM) for everyday airline travelers
(WHERE) in the United States
(WHY) that want(s) to enjoy a comfortable travel experience
(WHEN) in an era of of safety concerns
According to the company

4. Desired Brand Identity
HERITAGE
I am from America and I
personify the heritage of
American aviation
OFFERING
I offer a wide range of flight
options for business or
leisure travel
AUDIENCE
I help everyday air travelers
around the U.S.
BENEFITS
I offer low fares, loyalty
programs and multi-purpose
lounges
PERSONALITY
I am comfortable, safe,
reliable and caring
VALUES+BELIEFS
I continuously strive to
make a positive impact
on the life of employees,
customers and the
environment
MISSION ON EARTH
I am to committed to
providing every citizen
of the world with the
highest quality air travel
to the widest selection of
destination possible.
VISION
I will continue to bring
you a new level of
comfort, connectivity and
convenience.
According to the company
AMERICAN AIRLINES

5. Actual Identity
$3,500
$100
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
PRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITY
According to third-party experts
AMERICAN AIRLINES

6. Brand Encounters
Key: Touchpoint Categories
Human
Digital
Physical
In-Flight
Entertainment
Interior
seating
Flight
Crew
Cancelled
Flight line
Digital
Boarding-
pass
Online
booking
Frequent
Miles
Program
Lost
luggage
report TRAVEL PLANS
AIRPORTARRIVAL
Over time, as observed
AMERICAN AIRLINES

7. Key: Branded Touchpoints
What it means
What is shown
Creative usage
of flag
Sans Serif,
modern type-
light
Unaligned tag
line
The plane
is going to
the center of
“new”
We are
modernizing
Trend-aware,
modern
We are fresh and
light
We are
innovating
Tie; Red,
white and
blue, gold
decorations
Nicely coiffedMilitary-inspired
uniforms
Corporate,
American and
Formal
We are
traditional
We are made in
the image of our
military
Brand Expression
AMERICAN AIRLINES

8. Brand Image
Users
Non-users
According to users and non-users
AMERICAN AIRLINES

9. CURRENT CAMPAIGN
FOCUS ON THE
US AIRWAYS MERGER IS
DOESN’T CONNECT WITH
CUSTOMERS
PITCHED AS A LEADING
AIRLINE BUT HAS REALLY
POOR REVIEWS ON
CABIN CREW SERVICE,
CLEANLINESS, AND IFE
EXPER
IEN
CE
IS
VER
Y
D
ISCO
N
N
ECTED
FR
O
M
TH
E
CU
R
R
EN
T
G
EN
ER
ATIO
N
O
F
AIR
TR
AVELER
S
N
EED
TO
R
E-D
ISCO
VER
TH
E
AU
D
IEN
CE
TH
AT
TH
EY
AR
E
SLO
W
LY
LO
SIN
G
SPECIFICALLY
M
EN
TIO
N
S
IN
N
O
VATIO
N
B
U
T
N
O
T
ACTIN
G
O
N
TH
EIR
W
O
R
D
STILL UNDER THE
ASSUMPTION THAT PAST
ACHIEVEMENTS STILL
MAKE THEM A LEADING
BRAND
ACI2
D Test
A Actual Identity
A well known way to travel at a decent price for
below average service.
C1 Communicated
Identity
Paving the way for future air travel at a great price to
virtually any destination.
C2 Conceived Identity
An out-dated icon on the verge of change distant
from the customer experience.
I Ideal Identity
A experience focusing on a hassle free and
comforting way for modern Americans to travel.
D Desired Identity
A leader in innovation that is changing the way
people view air travel
AMERICAN AIRLINES

13. LAC
KING
CAM
PAIG
NS
TO
PRO
MOT
E BRA
ND
AWA
REN
ESS
TO
BEC
OME
A WEL
L KNO
WN
FLIG
HT
OPT
ION
MIXE
D OPIN
IONS
ON
HOW
COM
FOR
TAB
LE
THE
SEAT
ING
IS POR
TRA
YED
VIA
COM
MUN
ICAT
ED
IDEN
TITY
NOT
EVER
Y FLIG
HT
OPT
ION
OFF
ERS
THE
BES
T “PRI
CE”
FOR
THE
BES
T QUA
LITY
BRAND PERFORMANCE AUDIT III MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU
VIRGIN AMERICA
1. Positioning Statement
(WHAT) I am the only US airline company
(HOW) that offers style, relaxation and entertainment
(TO WHOM) for younger, more urban, tech savvy travelers
(WHERE) in the United States
(WHY) that want(s) to have an upscale experience
(WHEN) in an era of of airline blandness
According to the Company
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
3. Actual Identity
CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITYPRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN
$3,500
$100
According to third-party experts
2. Desired Brand Identity
HERITAGE
I am an innovator rethinking
what it means to fly
OFFERINGS
I offer consumers style,
relaxation and entertainment
AUDIENCE
I help tech savvy and urban
adventurers get from A to V
BENEFITS
I offer low fares with
designer seating, excellent
in flight entertainment, and
luxurious lounges
PERSONALITY
I am entertaining,
convenient, and stylish
VALUES+BELIEFS
I believe in the importance
of innovation, the best
customer service, and
productivity
MISSION ON EARTH
I exist to offer a “breath of
fresh airline” experience for
air travelers
VISION
I want to ensure air travel
keeps getting better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
In-Flight
Entertainment
Interior
seating
Flight
Crew
Plane
Boarding
Digital
Check-In
Online
bookingFrequent
Miles
Program
VIP
Lounges
TRAVEL PLANS
AIRPORTARRIVAL
Over time, as observed
A Actual Identity
A stylish airline with limited destinations but unlimited
entertainment.
C1 Communicated Identity
A modern flight experience for young tech savvy
travelers.
C2 Conceived Identity
A new luxury flight service with cool lighting and great
in flight entertainment.
I Ideal Identity
A customer driven experience that is redefining air
travel style, comfort, and entertainment.
D Desired Identity
A “breath of fresh air travel” experience focused on
innovation and customer service.
Key: Branded Touchpoints
Plane icon
rising
lower case,
modern type-
light
symbolic
imagery
call to action
informal, modern offer in-flight
WiFi
flashy makeup open kimono
collar
glamourous
jewelry
a young party
vibe stylish and
relaxed
informal and fun
What it means
What is shown
6. ACI2
D Test
Key: Touchpoint Categories
Human
Digital
Physical
ASS
UME
D TO
BE
NON
USE
R FRIE
NDL
Y BUT
ACT
UAL
LY INCL
UDE
S A
GOO
D MOB
ILE
SER
VICE
CAM
PAIG
NS
NOT
ADD
RES
SING
TRU
ST
ISSU
ES
WITH
CUR
REN
T,
PAS
T, AND
FUT
URE
CUS
TOM
ERS
ATTE
MPT
S TO
BE
VIEW
ED
AS
A FRIE
NDL
Y
SER
VICE
BUTCON
SIDE
RED
TO
BE
COR
RUP
T
SHO
ULD
ATTE
MPT
TO
IMP
ROV
E EXIS
TING
SER
VICE
TO
RE-B
UILD
BRA
ND
LOYA
LTY
CLEA
RLY
HAS
SER
IOUS
IMA
GE
ISSU
ES
DUE
TO
REC
ENT
ACT
IVITY
ON
WAL
L STR
EET
1. Positioning Statement
(WHAT) I am the only commercial bank
(HOW) that offers innovative banking products and services with unmatched
accessibility and security
(TO WHOM) for American people, companies, and institutional investors
(WHERE) in the United States
(WHY) that want(s) to have banking be less complex more transparent and easier to do
business with
(WHEN) in an era of a post-recession economy
According to the brand
2. Desired Brand Identity
HERITAGE
My heritage is woven into
my very name, I am a part of
American history for more
than 200 years
OFFERINGS
I offer innovative banking
products and services with
unmatched accessibility and
security
AUDIENCE
I serve the American people
and companies
BENEFITS
I provide personalized
financial advice and
guidance on every aspect in
customer’s lives
PERSONALITY
I am stout, serious and as
American as apple pie
VALUES+BELIEFS
I believe in banking that
is less complex, more
transparent and easier to do
business with
MISSION ON EARTH
I am here to make the
financial lives of those who
do business with us better
VISION
I am committed to build
meaningful connections that
help make your financial life
better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
Bank
Teller
Bank
Office
ATM
Withdrawal
Online
Sign up
Billboard
Ad
BANKING NEEDS
ENTERS BANK OR ATMLEAVES
Over time, as observed6. ACI2
D Test
A Actual Identity
A well known American bank with many options to
meets the basic needs of customers.
C1 Communicated Identity
A plethora of ways to start managing your money or
get advice from financial experts.
C2 Conceived Identity
A corrupted service only concerned about money and
not the well being of loyal customers.
I Ideal Identity
A experience focusing on hassle free money
management that is a pleasure to do business with.
D Desired Identity
A trustworthy system for banking that offers you
everything you need and more.
Key: Branded Touchpoints
woman
dressed in a
leather jacket
ATMs all over LA Social Media
Status layout
Addressing
specific
demographic
Value proposition
Bank of America
is your friend
Privacy walls “We make it
easier”
Laptop
Secure banking
Value
proposition
Don’t forget we
are Online
What it means
What is shown
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU
BANK OF AMERICABRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITYBANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical
LACK
ING
CAM
PAIG
NS
TO
PROM
OTE
BRAN
D AWAR
ENES
S
TO
BECO
ME
A WELL
KNOW
N
BANK
ING
OPTI
ON
NEED
S TO
ESTA
BLISH
ACTU
AL
BANK
AND
NOT
REQU
IRE
PART
NER
BANK
TO
PROV
IDE
SERV
ICE
NOT
NECE
SSAR
ILY
WITH
OUT
ANY
PENA
LTY
FEES
What it means
1. Positioning Statement
(WHAT) I am the only commercial bank
(HOW) that doesn’t profit from customer failures and
provides a simple and fun way to tackle your finances
(TO WHOM) for people fed-up with the banking system
(WHERE) in the United States
(WHY) that want(s) to simplify their lives
(WHEN) in an era of the 99% taking their lives back
6. ACI2
D Test4. Brand Encounters
Key: Branded Touchpoints
What it means
What is shown
Simple
heading
Quick suggestion Account
balance
Clarifies
purpose
We cover every
detail
Clear information
VISA logo
Invite iconPastel colors
This is
legitimate
Exclusive and
trustworthy
We are laid back
Money
monitoring
Receive
Card
Online
Sign up
Facebook
Ad
BANKING NEEDS
SPENDSAVING
A Actual Identity
A digital way to track your spending on your
smartphone.
C1 Communicated Identity
A digital banking service for young people that enjoy
technology.
C2 Conceived Identity
Virtually unknown mobile application to view your
financial information.
I Ideal Identity
An beautifully accessible way to be in control of your
financial future at any place in the world.
D Desired Identity
A simple way to mange your spending that helps you
save money.
5. Brand Image
Users
Non-users
According to users and non-users
According to the company Over time, as observed
2. Desired Brand Identity
HERITAGE
I am new in the
marketplace but I draw
from simplicity seekers
throughout history
OFFERINGS
I offer every built in tool
you need to manage your
money
AUDIENCE
I serve everyone in the US,
for now. I aspire to grow
Worldwide
BENEFITS
I offer virtually no fees and
an integration of all tools
needed to manage money
PERSONALITY
I am a minimalistic,
common sense, honest-to-
goodness partner
VALUES+BELIEFS
I believe that smart
spending and saving
choices should be
easy, fun and effortless
MISSION ON EARTH
I am on earth to make
managing your money a
simple and even fun thing
VISION
I want to revolutionize
banking worldwide
According to the company
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU
SIMPLE BRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITYBANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical

14. CURR
ENT
CAM
PAIG
N
FOCU
S ON
THE
US
AIRW
AYS
MER
GER
IS
DOES
N’T
CONN
ECT
WITH
CUST
OME
RS
PITC
HED
AS
A LEAD
ING
AIRL
INE
BUT
HAS
REAL
LY
POOR
REVI
EWS
ON
CABI
N CREW
SERV
ICE,
CLEA
NLIN
ESS,
AND
IFE
EX
PE
RIE
NC
E
IS
VE
RY
DIS
CO
NN
EC
TE
D
FR
OM
TH
E
CU
RR
EN
T
GE
NE
RA
TIO
N
OF
AIR
TR
AV
EL
ER
S
NE
ED
TO
RE
-D
ISC
OV
ER
TH
E
AU
DIE
NC
E
TH
AT
TH
EY
AR
E
SL
OW
LY
LO
SIN
G
SP
EC
IFI
CA
LLY
ME
NT
ION
S
IN
NO
VA
TIO
N
BU
T
NO
T
AC
TIN
G
ON
TH
EIR
WO
RD
STILL
UND
ER
THE
ASSU
MPTI
ON
THAT
PAST
ACHI
EVEM
ENTS
STILL
MAK
E THEM
A LEAD
ING
BRAN
D
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU
GO TEAM
BLUE!
1. Positioning Statement
BRAND PERFORMANCE AUDIT III
(WHAT) I am the only US airline company
(HOW) that makes flying a unique and memorable experience
(TO WHOM) for everyday airline travelers
(WHERE) in the United States
(WHY) that want(s) to enjoy a comfortable travel experience
(WHEN) in an era of of safety concerns
6. ACI2
D Test 4. Brand Encounters
AMERICAN AIRLINES
Key: Touchpoint Categories
Human
Digital
Physical
In-Flight
Entertainment
Interior
seating
Flight
Crew
Cancelled
Flight line
Digital
Boarding-
pass
Online
booking
Frequent
Miles
Program
Lost
luggage
report TRAVEL PLANS
AIRPORTARRIVAL
A Actual Identity
A well known way to travel at a decent price for below
average service.
C1 Communicated Identity
Paving the way for future air travel at a great price to
virtually any destination.
C2 Conceived Identity
An out-dated icon on the verge of change distant
from the customer experience.
I Ideal Identity
A experience focusing on a hassle free and
comforting way for modern Americans to travel.
D Desired Identity
A leader in innovation that is changing the way
people view air travel
5. Brand Image
Users Non-users
According to users and non-users
According to the companyOver time, as observed
3. Actual Identity
$3,500
$100
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
PRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITY
According to third-party experts
2. Desired Brand Identity
HERITAGE
I am from America and I
personify the heritage of
American aviation
OFFERING
I offer a wide range of flight
options for business or
leisure travel
AUDIENCE
I help everyday air travelers
around the U.S.
BENEFITS
I offer low fares, loyalty
programs and multi-purpose
lounges
PERSONALITY
I am comfortable, safe,
reliable and caring
VALUES+BELIEFS
I continuously strive to
make a positive impact
on the life of employees,
customers and the
environment
MISSION ON EARTH
I am to committed to
providing every citizen
of the world with the
highest quality air travel
to the widest selection of
destination possible.
VISION
I will continue to bring
you a new level of
comfort, connectivity and
convenience.
According to the company
Key: Branded Touchpoints
What it means
What is shown
Creative usage
of flag
Sans Serif,
modern type-
light
Unaligned tag
line
The plane
is going to
the center of
“new”
We are
modernizing
Trend-aware,
modern
We are fresh and
light
We are
innovating
Tie; Red,
white and
blue, gold
decorations
Nicely coiffedMilitary-inspired
uniforms
Corporate,
American and
Formal
We are
traditional
We are made in
the image of our
military
LACK
ING
CAMP
AIGN
S
TO
PROM
OTE
BRAN
D
AWAR
ENES
S TO
BECO
ME
A WELL
KNOW
N FLIGH
T
OPTIO
N
MIXE
D OPIN
IONS
ON
HOW
COMF
ORTA
BLE
THE
SEAT
ING
IS PORT
RAYE
D
VIA
COMM
UNIC
ATED
IDEN
TITY
NOT
EVER
Y FLIGH
T
OPTIO
N OFFE
RS THE
BEST
“PRIC
E” FOR
THE
BEST
QUAL
ITY
BRAND PERFORMANCE AUDIT III MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU
VIRGIN AMERICA
1. Positioning Statement
(WHAT) I am the only US airline company
(HOW) that offers style, relaxation and entertainment
(TO WHOM) for younger, more urban, tech savvy travelers
(WHERE) in the United States
(WHY) that want(s) to have an upscale experience
(WHEN) in an era of of airline blandness
According to the Company
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
3. Actual Identity
CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITYPRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN
$3,500
$100
According to third-party experts
2. Desired Brand Identity
HERITAGE
I am an innovator rethinking
what it means to fly
OFFERINGS
I offer consumers style,
relaxation and entertainment
AUDIENCE
I help tech savvy and urban
adventurers get from A to V
BENEFITS
I offer low fares with
designer seating, excellent
in flight entertainment, and
luxurious lounges
PERSONALITY
I am entertaining,
convenient, and stylish
VALUES+BELIEFS
I believe in the importance
of innovation, the best
customer service, and
productivity
MISSION ON EARTH
I exist to offer a “breath of
fresh airline” experience for
air travelers
VISION
I want to ensure air travel
keeps getting better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
In-Flight
Entertainment
Interior
seating
Flight
Crew
Plane
Boarding
Digital
Check-In
Online
bookingFrequent
Miles
Program
VIP
Lounges
TRAVEL PLANS
AIRPORTARRIVAL
Over time, as observed
A Actual Identity
A stylish airline with limited destinations but unlimited
entertainment.
C1 Communicated Identity
A modern flight experience for young tech savvy
travelers.
C2 Conceived Identity
A new luxury flight service with cool lighting and great
in flight entertainment.
I Ideal Identity
A customer driven experience that is redefining air
travel style, comfort, and entertainment.
D Desired Identity
A “breath of fresh air travel” experience focused on
innovation and customer service.
Key: Branded Touchpoints
Plane icon
rising
lower case,
modern type-
light
symbolic
imagery
call to action
informal, modern offer in-flight
WiFi
flashy makeup open kimono
collar
glamourous
jewelry
a young party
vibe stylish and
relaxed
informal and fun
What it means
What is shown
6. ACI2
D Test
Key: Touchpoint Categories
Human
Digital
Physical
ASSU
MED
TO
BE
NON
USER
FRIEN
DLY
BUT
ACTU
ALLY
INCLU
DES
A
GOOD
MOB
ILE
SERV
ICE
CAMP
AIGN
S NOT
ADDR
ESSIN
G TRUS
T
ISSUE
S WITH
CURR
ENT,
PAST
, AND
FUTU
RE
CUST
OMER
S
ATTE
MPTS
TO
BE
VIEW
ED
AS
A FRIEN
DLY
SERV
ICE
BUTCONS
IDER
ED
TO
BE
CORR
UPT
SH
OU
LD
AT
TE
MP
T
TO
IM
PR
OV
E
EX
IST
IN
G
SE
RV
ICE
TO
RE
-B
UI
LD
BR
AN
D
LO
YA
LTY
CL
EA
RL
Y
HA
S
SE
RIO
US
IM
AG
E
ISS
UE
S
DU
E
TO
RE
CE
NT
AC
TIV
ITY
ON
WA
LL
ST
RE
ET
1. Positioning Statement
(WHAT) I am the only commercial bank
(HOW) that offers innovative banking products and services with unmatched
accessibility and security
(TO WHOM) for American people, companies, and institutional investors
(WHERE) in the United States
(WHY) that want(s) to have banking be less complex more transparent and easier to do
business with
(WHEN) in an era of a post-recession economy
According to the brand
2. Desired Brand Identity
HERITAGE
My heritage is woven into
my very name, I am a part of
American history for more
than 200 years
OFFERINGS
I offer innovative banking
products and services with
unmatched accessibility and
security
AUDIENCE
I serve the American people
and companies
BENEFITS
I provide personalized
financial advice and
guidance on every aspect in
customer’s lives
PERSONALITY
I am stout, serious and as
American as apple pie
VALUES+BELIEFS
I believe in banking that
is less complex, more
transparent and easier to do
business with
MISSION ON EARTH
I am here to make the
financial lives of those who
do business with us better
VISION
I am committed to build
meaningful connections that
help make your financial life
better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
Bank
Teller
Bank
Office
ATM
Withdrawal
Online
Sign up
Billboard
Ad
BANKING NEEDS
ENTERS BANK OR ATMLEAVES
Over time, as observed6. ACI2
D Test
A Actual Identity
A well known American bank with many options to
meets the basic needs of customers.
C1 Communicated Identity
A plethora of ways to start managing your money or
get advice from financial experts.
C2 Conceived Identity
A corrupted service only concerned about money and
not the well being of loyal customers.
I Ideal Identity
A experience focusing on hassle free money
management that is a pleasure to do business with.
D Desired Identity
A trustworthy system for banking that offers you
everything you need and more.
Key: Branded Touchpoints
woman
dressed in a
leather jacket
ATMs all over LA Social Media
Status layout
Addressing
specific
demographic
Value proposition
Bank of America
is your friend
Privacy walls “We make it
easier”
Laptop
Secure banking
Value
proposition
Don’t forget we
are Online
What it means
What is shown
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU
BANK OF AMERICABRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITYBANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical
LACKI
NG
CAMP
AIGNS
TO
PROM
OTE
BRAN
D AWAR
ENESS
TO
BECOM
E A WELL
KNOW
N
BANK
ING
OPTIO
N
NEEDS
TO
ESTAB
LISH
ACTUA
L
BANK
AND
NOT
REQU
IRE
PARTN
ER
BANK
TO
PROVI
DE
SERVI
CE
NOT
NECES
SARILY
WITHO
UT ANY
PENAL
TY FEES
What it means
1. Positioning Statement
(WHAT) I am the only commercial bank
(HOW) that doesn’t profit from customer failures and
provides a simple and fun way to tackle your finances
(TO WHOM) for people fed-up with the banking system
(WHERE) in the United States
(WHY) that want(s) to simplify their lives
(WHEN) in an era of the 99% taking their lives back
6. ACI2
D Test4. Brand Encounters
Key: Branded Touchpoints
What it means
What is shown
Simple
heading
Quick suggestion Account
balance
Clarifies
purpose
We cover every
detail
Clear information
VISA logo
Invite iconPastel colors
This is
legitimate
Exclusive and
trustworthy
We are laid back
Money
monitoring
Receive
Card
Online
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Facebook
Ad
BANKING NEEDS
SPENDSAVING
A Actual Identity
A digital way to track your spending on your
smartphone.
C1 Communicated Identity
A digital banking service for young people that enjoy
technology.
C2 Conceived Identity
Virtually unknown mobile application to view your
financial information.
I Ideal Identity
An beautifully accessible way to be in control of your
financial future at any place in the world.
D Desired Identity
A simple way to mange your spending that helps you
save money.
5. Brand Image
Users
Non-users
According to users and non-users
According to the company Over time, as observed
2. Desired Brand Identity
HERITAGE
I am new in the
marketplace but I draw
from simplicity seekers
throughout history
OFFERINGS
I offer every built in tool
you need to manage your
money
AUDIENCE
I serve everyone in the US,
for now. I aspire to grow
Worldwide
BENEFITS
I offer virtually no fees and
an integration of all tools
needed to manage money
PERSONALITY
I am a minimalistic,
common sense, honest-to-
goodness partner
VALUES+BELIEFS
I believe that smart
spending and saving
choices should be
easy, fun and effortless
MISSION ON EARTH
I am on earth to make
managing your money a
simple and even fun thing
VISION
I want to revolutionize
banking worldwide
According to the company
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU
SIMPLE BRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITYBANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical