16. 1. getting to know you
> research, research and more research
> interviews
> competitor analysis
Tuesday, May 17, 2011
17. 2. develop strategy & define personality
> words & concepts, not visuals
> attributes
> tag line
> positioning statement
> visual vocabulary
Tuesday, May 17, 2011
18. 3. build your tool box
> core visual elements
> logo
> colors
> typography
Tuesday, May 17, 2011
19. 4. stockpile the arsenal
> develop support materials that have specific uses
> stationery
> development book
> website
> email templates
> donor presentation
Tuesday, May 17, 2011
20. 5. grow & maintain
> develop a sophisticated marketing strategy that will support the goals of the organization
Tuesday, May 17, 2011
22. Brand Attributes are...
> words or short phrases that encompass the personality of a brand
> inspirational
> rallying points
> criteria for strategic and tactical decisions
> the foundation for brand development
Tuesday, May 17, 2011
23. Brand Attributes are NOT ...
> a detailed description of what you do
> granular
> your organization’s tag line
> meant to spark a discussion over semantics
Tuesday, May 17, 2011
28. Collaboration
The central theme of The Hamner
Point of convergence
ALMOST goes without saying
Tuesday, May 17, 2011
29. Distinction/Excellence
Dr. Hamner is renowned for his commitment to excellence
Rallying point / pride for The Hamner
Become even more distinguished in a very distinguished field through commitment to excellence
Tuesday, May 17, 2011
30. Scholarship
Research is foundation
UNWAVERING commitment to the highest level pursuit of NEW KNOWLEDGE
Tuesday, May 17, 2011
31. Credibility
30+ years of independent research & relationships with private sector and government
Leverage CIIT’s reputation of being Independent, trustworthy, neutral
Highest levels of integrity
Tuesday, May 17, 2011
32. Community
The Hamner is dedicated to improving community (locally and globally)
Unique in this part of country
Involved locally via charitable acts, educational events & economic development
Globally involved by enabling r&d that serves all humanity
Tuesday, May 17, 2011
33. Passion
Emotional
Performing at the HIGHEST LEVEL.
Enabling innovation
This is our CALLING ... we are purpose-driven
We are TRULY BETTERING THE HUMAN CONDITION!
Tuesday, May 17, 2011
36. The Hamner > Employee Event > 06 .14 .07
The Hamner Institutes for Health Sciences
Where great minds & medicine meet.
Tuesday, May 17, 2011
37. The Hamner > Employee Event > 06 .14 .07
The Hamner Institutes for Health Sciences
Where great minds & medicine meet.
great = distinction / excellence
great minds = scholarship / research
medicine = pharma / passion / calling
meet = collaboration / community
Tuesday, May 17, 2011
38. Visual Vocabulary
What is it?
> exploratory visual exercise
> helps us quickly test visuals against the brand attributes
> helps answer: “Roughly, what do we want to look like?”
Tuesday, May 17, 2011
39. The Hamner > Employee Event > 06 .14 .07
clean but not enough ‘distinction’
Tuesday, May 17, 2011
40. The Hamner > Employee Event > 06 .14 .07
probably not
Tuesday, May 17, 2011
41. The Hamner > Employee Event > 06 .14 .07
possibilities: credible, community
Tuesday, May 17, 2011
42. The Hamner > Employee Event > 06 .14 .07
some potential
Tuesday, May 17, 2011
43. The Hamner > Employee Event > 06 .14 .07
clean, nice, quiet
Tuesday, May 17, 2011
44. The Hamner > Employee Event > 06 .14 .07
scholarship, credibility: yes > community, passion: not so much
Tuesday, May 17, 2011
45. The Hamner > Employee Event > 06 .14 .07
very collaborative > not so credible
Tuesday, May 17, 2011
46. The Hamner > Employee Event > 06 .14 .07
credible: yes > distinct, passionate: definitely not
Tuesday, May 17, 2011
47. The Hamner > Employee Event > 06 .14 .07
an opportunity for differentiation exists
Tuesday, May 17, 2011
48. The Hamner > Employee Event > 06 .14 .07
possibilities
Tuesday, May 17, 2011
50. concept
> a flexible brand approach where the logo takes on properties
of what it represents
> a sheet of paper (representing research) is the vehicle
> a blank canvas onto which we can project visions of the future
> this approach allows for unlimited growth and flexibility
> more of a modern twist YET simple enough to be timeless
Tuesday, May 17, 2011