Strategy

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Creative Brand Strategy
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Your Name: Josh Bing
Section 1. Creative Brief
1. What is your specific Creative Brief? Briefly describe your main goal for
establishing your brand. (This is not your business goals, but what you want your
brand to accomplish in the minds of the consumer/client.)
The main goals for establishing my brand is entertainment
and storytelling. I want it to accomplish inspiration in the
minds of the consumer/client to tell their own stories, and
to be creatively inspired and entertained by the stories in
whatever way that translates to them.
2. What is the Brand Positioning Statement from The Brand Strategy Canvas?
Use the brand positioning statement formula:
For: _________ (audience) _________ is: _________ that: _________ because: _________ so that:
_________
For audiences around the world, Bing Productions is a
company that entertains creates a positive impact because
that is what storytelling is all about, so that others can learn,
grow, and be inspired creatively as well.

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3. For reference, include your updated link to your Business Model Canvas
(canvanizer.com or screenshot).
Section 2. TRADEMARK: Pursuing Strong Brand
1. What are the two best options for the brand name? What are the strengths and
weaknesses of each brand name? Explain in detail.
Bing Productions – strengths to this point are it’s a play on
“Big Productions” and Bing is my last name. Another strength is
that, at this point in my career, a lot of people associate me with

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that brand name. Another good strength is people would
associate us with filmmaking due to the name productions.
Weaknesses of it are that it could potentially be confused with
the company Bing, or that due to it not being as short as a name
like “Disney” “Hulu” or “Netflix”, a logo would have to be
established for the brand that might not include the full name.
Another option is Bing Entertainment. This name works the
same way as a strength – it’s a play on “Big Entertainment” as
well as my last name. If my company wanted to keep the same
mission statement and branch out beyond just film or television
storytelling, entertainment can entail other avenues of media as
well. Weaknesses would be similar to the strengths – it could be
potentially confused with the company Bing, or due to the name
entertainment people might assume the company is already
pursuing avenues unrelated to film such as tv, marketing media,
or even online content.
2. Have you searched for the names and all variations on USPTO.gov and on the
Internet? What testing and other research have you done to ensure the
success of this brand name? What results did you find? How did this impact
your decision? Are the names protectable? Why or why not? Attach screenshots
from TESS and any other applicable Internet searches.

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3. What categories do the names represent in terms of USPTO protection?
(Fanciful, Arbitrary, Suggestive, Descriptive, Generic) If there’s more than one
included – explain in detail.
The categories that the names represent are both
suggestive and descriptive. Productions is suggestive of
development and filming of film and television productions. It
describes in and of itself a production company that works on
creating scripts and shooting a product.
On the other side of that, entertainment is suggestive of
the development of a project for entertainment that could be
described as any kind of multi-media type project, and not just
film and television.

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4. What will be the domain name strategy and what is the specific domain name
you would use? Are there any other domain names that are similar? Provide a
well-researched response. Be sure to research and discuss these options.
Identify the specific URL you would use. Attach screenshots of your domain
name strategy from a domain name reseller (GoDaddy, Google Domains, etc.)
I would use the domain name of
Www.BingProductions.net. There is a similar domain name
already of BingProductions.com and it leads to a nonprofit
organization that creates cultural programming for
Springfield’s Forest Park area. This would help differentiate
mine from a similar domain name.

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SECTION 3: Brand Identity
1. Provide at least two different concepts/mockups or designs of the visual
brandmark solutions for the new brand name option including logo, font,
color, and details on the overall visual brand identity. Provide a
mock-up AND a logo description for two different concepts.
Copy and Paste two examples into this document.

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This is the first mock-up/logo.
The font is Bebas Nue. It’s known for clean lines, elegant shapes, and a blend of
technical straightforwardness. It’s simple and to the point with the letter B and can be
animated with lens flairs to create a cinematic intro for films and television content with
accompanying sound effects. This logo can also work for other branding in case the company
were to expand beyond storytelling through film and television mediums, and were to use
technology to find other avenues, just like our missions statement says.

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Creative Brand Strategy
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This is the second mockup/logo.
This font is called Radikal. It is a geometric font that is more closely associated with
straightforwardness and modernization. It represents the brand well, as it encase it in a more
modern font context, and it does have the entire word written out with a spotlight on the
productions aspect of the logo as well.
2. Show your best choice for your new logo concept/mock-up from above with
your new tagline included.

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Tagline: “Compelling Stories of Cinematic Quality.”
3. Which hashtag(s) would you use? Provide 3-5 options.
#BingProductions #CompellingStories #BingQuality #ItsaBingThing #BingIt

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4. Define your corporate culture by writing your core values as you might
communicate on your company’s website. Also, provide details on one
corporate culture tactic that specifically defines how you would implement
one of your core values for your employees.
The core values I would communicate on my company’s website would be those of
creativity, art, innovation, inspiration, and technology. One corporate culture tactic that
defines how I would implement one of my core values would be to align everything to
support the company’s values. This would inspire employees and allow employees the
chance to contribute to those values and be innovative in their own creative ways through
art and technology.
5. Provide your mission or mantra (Should be different than your tagline.)
The mission of Bing Productions is to entertain, inspire, and illustrate the power
of storytelling and creativity to make a positive impact by challenging audiences
around the world. We strive to tell compelling stories of cinematic quality and
create immersive experiences for audiences by committing the core values of
creativity, art, and technology.