The document discusses the development of a new video game console brand, including defining the product as a console that enables both virtual and augmented reality gaming in a social environment. It examines the competition, key target users, and how to position the new brand, emphasizing being innovative while also easy to use. The goal is to launch the console as an independent startup and establish it as the most innovative player in the video game market.

1. Brand Creation Practicum
The Birth a of a New Brand – Part 1
Melanie Zandona & Andri Hinnen
October 20th 2009
1

2. Obtaining Information
I. Product and Company
II. Competition
III. Key Users
IV. The Brand
2

3. 1Product & Company
3

4. What is the product?
A new Video Game Console!
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

5. What is the product?
A new Video Game Console!
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

6. What is the product?
A new Video Game Console!
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

7. What is the product?
A new Video Game Console!
Virtual
Reality
Augmented
Reality
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

8. What is the product?
A new Video Game Console!
Virtual
Reality
Augmented
Reality
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

9. What is the product?
A new Video Game Console!
Virtual
Reality
Augmented
Reality
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

10. What is the product?
A new Video Game Console!
Virtual
Reality
Augmented
Reality
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

11. What is the product?
A new Video Game Console!
Virtual
Reality
Augmented
Reality
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

12. What is the product?
A new Video Game Console!
Social Interaction
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

13. What is the product?
A new Video Game Console!
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
4

14. What is the product?
A new Video Game Console!
Definition
“It is a highly technologically advanced
video game console that allows both full
virtual reality and augmented reality gaming
in a social environment“
It brings Nintendo‘s “Virtua Boy“ back to
the future.
.
5

15. What is the product?
A new Video Game Console!
Definition
“It is a highly technologically advanced
video game console that allows both full
virtual reality and augmented reality gaming
in a social environment“
It brings Nintendo‘s “Virtua Boy“ back to
the future.
.
...and that is what the brand is for!
5

16. This is not an Entrepreneurship Course – But...
- technologically feasable
- launch the product in an
independent start-up company
- focus on alliances with software
developers such as Rare, Atari,
Sega, Crytek
- collaborations with educational
institutions and high tech
companies
- establish the company in video
game clusters of Poland
(Cracow) or Germany
(Frankfurt)*…
- …and sell globally!
* http://www.warsawvoice.pl/view/18848
6

17. This is not an Entrepreneurship Course – But...
Some Market and Industry Statistics 2008
- Revenue Growth 12.2 %
- Industry Revenue 39,314.9 US$Mil
- Industry Gross Product 13,209.7
- Sixty-eight percent of American households play computer or video games
- The number of households playing games increased three percent over 2008, illustrating
the expanding use of entertainment software across all demographics
- 42% of American homes have a video game console
- Adult gamers have been playing for 12 years on average, a decrease from 2008, an
indication that more Americans are picking up video game controllers for the first time
- The average game player is 35 years old
http://www.ibisworld.com/industry/retail.aspx?indid=2003&chid=1
http://www.thefreelibrary.com/Sixty-Eight+Percent+of+U.S.+Households+Play+Computer+or+Video+Games.-a0201028852
http://www.ibisworld.com/industry/retail.aspx?indid=2003&chid=
http://www.thefreelibrary.com/Sixty-Eight+Percent+of+U.S.+Households+Play+Computer+or+Video+Games.-a0201028852
7

18. Objectives and Subsequent Activities
8

19. Short Term Objectives and Subsequent Activities
- establish an intriguing brand
- attract a lot of publicity
- position as a high quality product (skimming)
- get a foothold in crucial segments
- attract key software complementors
8

20. Short Term Objectives and Subsequent Activities
- establish an intriguing brand
- attract a lot of publicity
- position as a high quality product (skimming)
- get a foothold in crucial segments
- attract key software complementors
Long Term
- gain Market Share (~20%)...
- ...and increase the size of the “cake“: attract new users
- be recognised as the most innovative player in the market
- extend product to new application forms
8

21. Short Term Objectives and Subsequent Activities
Activities
- create a technologically advanced and
entertaining product
- create a buzz of up-coming launch
- employ key celebrities to create publicity and
establish initial image of console
Long Term
- establish reliable alliances with key suppliers
- secure distribution channels
9

22. 2 Competition
10

23. Competition
Direct Competitors: Overview
Slogan Identity and Brand System Personal Associations
*http://www.brandchannel.com/features_profile.asp?pr_id=327
**http://www.allbusiness.com/marketing-advertising/branding-brand-development/617791-1.html
***http://en.wikipedia.org/wiki/PlayStation_3 11

24. Competition
Direct Competitors: Overview
Slogan Identity and Brand System Personal Associations
“It's friendly. It's tech- happy, fun, simple,
“Wii Move You“ forward. It's cute. It's very innovative, Japanese,
Japanese. And, oh yes, it's frugal, social, original,
fun.“* future
*http://www.brandchannel.com/features_profile.asp?pr_id=327
**http://www.allbusiness.com/marketing-advertising/branding-brand-development/617791-1.html
***http://en.wikipedia.org/wiki/PlayStation_3 11

25. Competition
Direct Competitors: Overview
Slogan Identity and Brand System Personal Associations
“It's friendly. It's tech- happy, fun, simple,
“Wii Move You“ forward. It's cute. It's very innovative, Japanese,
Japanese. And, oh yes, it's frugal, social, original,
fun.“* future
"We're evolving from our high tech, future, online
„It‘s good to initial focus on graphics, gaming, complicated,
play together“ power an great games that colourful, endless
appeal to hardcore possibilities, graphics,
gamers“** cool
*http://www.brandchannel.com/features_profile.asp?pr_id=327
**http://www.allbusiness.com/marketing-advertising/branding-brand-development/617791-1.html
***http://en.wikipedia.org/wiki/PlayStation_3 11

26. Competition
Direct Competitors: Overview
Slogan Identity and Brand System Personal Associations
“It's friendly. It's tech- happy, fun, simple,
“Wii Move You“ forward. It's cute. It's very innovative, Japanese,
Japanese. And, oh yes, it's frugal, social, original,
fun.“* future
"We're evolving from our high tech, future, online
„It‘s good to initial focus on graphics, gaming, complicated,
play together“ power an great games that colourful, endless
appeal to hardcore possibilities, graphics,
gamers“** cool
”This is living“ corporate evil,
"Late, Expensive, and
”It only does expensive, dark,
Incompatible"***
everything“ complex, high end
*http://www.brandchannel.com/features_profile.asp?pr_id=327
**http://www.allbusiness.com/marketing-advertising/branding-brand-development/617791-1.html
***http://en.wikipedia.org/wiki/PlayStation_3 11

27. Competition
Direct Competitors: Positioning
Technology
Social
Interaction
12

28. Competition
Direct Competitors: Positioning
Technology
PC
Social
Interaction
12

29. Competition
Competitors: Branding
innovative
complex simple
traditional
13

30. Competition
Competitors: Branding
Consoles innovative
&
Handhelds
complex simple
traditional
13

31. Competition
Competitors: Branding
innovative
Game Developers
complex simple
traditional
13

32. 3 Key Users
14

33. Key Users
Sinus Milieus
Upper
Income
Class
Middle
Income
Class
Lower
Income
Class
Traditional Values Modernisation New Orientation
http://www.sociovision.de/
15

34. Key Users
Sinus Milieus
Upper
Income The Long-established Mode
r n Per
Class form
er s
Middle Status Oriented
tali sts
Income E xperimen
Traditional Middle Class C lass
Class
lM iddle
Civi
Lower n alist
s
sca pists
ra ditio io n oriente
d E
Income
Fr u gal T C onsumpt r s
Class wor ke
Traditional Values Modernisation New Orientation
http://www.sociovision.de/
15

35. Key Users
Sinus Milieus
Upper
Income The Long-established Mode
r n Per
Class form
er s
Middle Status Oriented
tali sts
Income E xperimen
Traditional Middle Class C lass
Class
lM iddle
Civi
Lower n alist
s
sca pists
ra ditio io n oriente
d E
Income
Fr u gal T C onsumpt r s
Class wor ke
Traditional Values Modernisation New Orientation
http://www.sociovision.de/
15

36. Key Users
Sinus Milieus
Upper
Income The Long-established Mode
r n Per
Class form
er s
Middle Status Oriented
tali sts
Income E xperimen
Traditional Middle Class C lass
Class
lM iddle
Civi
Lower n alist
s
sca pists
ra ditio io n oriente
d E
Income
Fr u gal T C onsumpt r s
Class wor ke
Traditional Values Modernisation New Orientation
http://www.sociovision.de/
15

37. Key Users
In other words...
16

38. Key Users
KEY USERS
en
ter
bu
pla
tai
y
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nm
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yea
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r ly
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gam
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nth
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cor
we
op
us
0h
18
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ter
ias
ek
rd
ys 2
t
s
„ha
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In other words...
First the Geeks and the Hipsters
THE GEEKS AGAINST THE HIPSTERS
16

39. Key Users
KEY USERS
en
ter
bu
pla
tai
y
ys
r
s6
nm
r
yea
e
1-
gam
ea /yea
en
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5h
r ly
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te
r s/w
gam
e“
nth
r s/
ad
s
cor
we
op
us
0h
18
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ter
ias
ek
rd
ys 2
t
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„ha
buy
pla
+
In other words...
First the Geeks and the Hipsters
THE GEEKSand then everybody else
– AGAINST THE HIPSTERS
16

40. Key Users
Main Needs
Self-
Actualisation
Esteem
Love and Belongingness
Safety
Physiological
http://www.cbc.ca/technology/story/2006/12/27/tech-videogamesaddictive-061227.html
A.H. Maslow, A Theory of Human Motivation, Psychological Review 50 (1943):370-96.
17

41. Key Users
Main Needs
Experience New Worlds
Play Fun
Curiosity Discover Yourself
Satisfaction Inspiration
Self-
Actualisation Become a Hero
Be Someone Else
Esteem
Participation
Love and Belongingness
Safety
Physiological
http://www.cbc.ca/technology/story/2006/12/27/tech-videogamesaddictive-061227.html
A.H. Maslow, A Theory of Human Motivation, Psychological Review 50 (1943):370-96.
17

42. Key Users
Main Needs
Experience New Worlds
Play Fun
Curiosity Discover Yourself
Satisfaction Inspiration
Self-
Actualisation Become a Hero
Be Someone Else
Esteem
Achievement
Participation
Love and Belongingness
Social Connectedness
Safety Power
Freedom
Physiological
http://www.cbc.ca/technology/story/2006/12/27/tech-videogamesaddictive-061227.html
A.H. Maslow, A Theory of Human Motivation, Psychological Review 50 (1943):370-96.
17

43. 4 The Brand
18

44. What is the brand? And what not?
it is... but it is not...
- a video game console… - just another video game console
- …and the associated software - a computer
- a window for new worlds - a fad
- a new way of experiencing stories - a geek instrument
- a social decision - a child‘s toy
- a life style - something freaky
- something you connect to the TV
19

45. The Main Elements to Communicate
It is…
new, fresh, innovative
smart and simple
a window to new worlds
a guide to a new reality
a storyteller
a liberator
a social connector
fun
sexy
20

46. The Brand‘s Character
It is…
new, fresh, innovative
smart and simple
a window to new worlds
a guide to a new reality Who is all this?
a storyteller
a liberator
a social connector
fun
sexy
21

47. The Brand‘s Character
It is…
new, fresh, innovative
smart and simple
a window to new worlds
a guide to a new reality
a storyteller
a liberator
a social connector
fun
sexy
22

48. The Brand‘s Character
It is…
new, fresh, innovative
smart and simple
a window to new worlds
a guide to a new reality Who is all this?
a storyteller
a liberator
a social connector
fun
sexy
23

49. The Brand‘s Character
It is…
new, fresh, innovative
smart and simple
a window to new worlds
a guide to a new reality Who is all this?
a storyteller
a liberator
a social connector
fun
sexy
24

50. The Brand‘s Character
It is…
new, fresh, innovative
smart and simple
a window to new worlds
a guide to a new reality Who is all this?
a storyteller
a liberator
a social connector
fun
sexy
25

51. The Brand‘s Character
It is…
new, fresh, innovative
as a
smart and simple
a window to new worlds person…
a guide to a new reality
a storyteller
a liberator
a social connector
fun
sexy
as an element…
26

52. Primary Elements
Fun
Play
Story
Simplicity
Innovation
Technology
Easy to Use
Participative
Virtual Reality
Full of Potential
New Experience
Augmented Reality
(back to the) Future
27

53. Primary Elements Secondary Elements
Fun
Play
Story Sense of Freedom and Power
Simplicity Inspiring AND Fulfilling
Innovation Intensely Engaging
Technology Usage Mindblowing
Easy to Use Virtual Drug
Participative Community
Virtual Reality Enthralling
Full of Potential Thrill
New Experience
Augmented Reality
(back to the) Future
28

54. In One “Word“...
29

55. In One “Word“...
Experience
the impossible!
29

56. Analysing Information
The Brand ctd.
30

57. Image Process Objective
Technology
PC
Social
31

58. Image Process Objective
Technology To be seen as:
- the most innovative player
PC in the market
- we shake up the industry
- a fun, hip and sexy product
- the only product that
enables full virtual reality
- a window opener to new
worlds
Social
31

59. Communication Attributes
To be seen as:
- the most innovative player
on the market
- we shake up the industry
- a fun, hip and sexy product
- the only product that
enables full virtual reality
- a window opener to new
worlds
32

60. Communication Attributes
To be seen as:
- the most innovative player
on the market
- we shake up the industry
- a fun, hip and sexy product
- the only product that
enables full virtual reality
- a window opener to new
worlds
Values that differentiate
We never give up innovating!
Be both fun and technologically
advanced
Guide the customer into new worlds
32

61. Communication Attributes
To be seen as:
- the most innovative player
on the market
- we shake up the industry
- a fun, hip and sexy product
- the only product that
enables full virtual reality
- a window opener to new
worlds
Values that differentiate
We never give up innovating!
Be both fun and technologically Direct benefits to pass on
advanced
Guide the customer into new worlds Full Virtual Reality
Be part of the community
Experience the impossible
32

62. Communication Attributes
To be seen as:
- the most innovative player
on the market
- we shake up the industry
- a fun, hip and sexy product
- the only product that
enables full virtual reality
- a window opener to new
worlds
Values that differentiate Elements to satisfy consumer needs
We never give up innovating! Empowerment
Be both fun and technologically Direct benefits to pass on Play
advanced Freedom
Guide the customer into new worlds Full Virtual Reality Inspiration
Be part of the community Experience new worlds
Experience the impossible
32

63. Communication Attributes
33

64. Communication Attributes
Maintain
High technology
Good software
Fun
Innovative
Easy to use
Broad customer base
Social connectivity (one
way or the other)
Good hardware quality
33

65. Communication Attributes
Maintain Avoid
High technology High complexity
Good software Low technical
(graphical) capabilities
Fun
Focus on narrow
Innovative
segment
Easy to use
Long loading (or
Broad customer base waiting) times
Social connectivity (one Low compatibility
way or the other) with older formats
Good hardware quality Negative correlation
betw. high technology
and social interaction
33

66. Communication Attributes
Maintain Avoid Include
High technology High complexity True virtual reality
Good software Low technical Full freedom and
(graphical) capabilities empowerment
Fun
Focus on narrow Independency (no other
Innovative
segment technical equipment
Easy to use needed)
Long loading (or
Broad customer base waiting) times Social interaction on high
technological level
Social connectivity (one Low compatibility
way or the other) with older formats Both satisfaction and
inspiration
Good hardware quality Negative correlation
betw. high technology Complete and highly-
involving participative
and social interaction experience
33

67. Communication Platform
34

68. Communication Platform
Virtual and
Augmented
Reality
Freedom and Social
Empowerment Interaction
Unique High
End
Technology
34

69. Communication Platform
Virtual and
Augmented
Reality
Enhance your reality or Experience new
escape into new worlds worlds together
Freedom and Social
Empowerment Interaction
experience full mobility Employing
without giving up high technology to
technological standards enhance social
interaction
Unique High
End
Technology
34

70. Communication Platform
Virtual and
Augmented
Reality
Enhance your reality or Experience new
escape into new worlds worlds together
Discover full
physical and creative
Freedom and Social
freedom and meet
Empowerment Interaction
your friends in new
worlds
experience full mobility Employing
without giving up high technology to
technological standards enhance social
interaction
Unique High
End
Technology
34

71. Positioning Statement
It is our goal to provide gaming and
technology enthusiasts – and later on a
broader segment – with a temporary yet
highly intense and uninhibited escape to new
realities. Our product is using leading
software, virtual and wireless technologies and
enables gamers to explore alternate worlds in
the company of their friends and in whichever
location they desire, fulfilling their need for
social interaction and connectedness. By doing
so, it will satisfy their sense of curiosity and
pursuit of total freedom beyond the confines
of a television screen.
35

72. Positioning Statement
It is our goal to provide gaming and
technology enthusiasts – and later on a Goal market
broader segment – with a temporary yet
highly intense and uninhibited escape to new
realities. Our product is using leading Main proposal or promise
software, virtual and wireless technologies and
enables gamers to explore alternate worlds in
the company of their friends and in whichever
Character (rational)
location they desire, fulfilling their need for
social interaction and connectedness. By doing
so, it will satisfy their sense of curiosity and
Personality (emotional)
pursuit of total freedom beyond the confines
of a television screen.
36

73. Name Selection Criteria
To Use
- Global relevance – meaning and pronunciation
- Phonetically simplistic
- Air of sophistication and (technological)
advancement
- Lively/vivacious
- Sense of adventure, liberation and empowerment
- Association with un-“real” situations
- Sense of community/interaction – particles that
communicate joint, togetherness, sharing
To Avoid
- Any common sounds, syllables or alphanumeric
symbols with key competitors – eg. “X”, “station”, “-
ony”, “3”
- Complicated
- Typical and commonly used “hi-tech” terminology
37

74. Any Questions?

75. Sources
http://www.ibisworld.com/industry/retail.aspx?indid=2003&chid=1
http://www.thefreelibrary.com/Sixty-Eight+Percent+of+U.S.+Households+Play+Computer+or+Video+Games.-a0201028852
http://www.ibisworld.com/industry/retail.aspx?indid=2003&chid=
http://www.thefreelibrary.com/Sixty-Eight+Percent+of+U.S.+Households+Play+Computer+or+Video+Games.-a0201028852
http://www.warsawvoice.pl/view/18848
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
http://www.cbc.ca/technology/story/2006/12/27/tech-videogamesaddictive-061227.html
A.H. Maslow, A Theory of Human Motivation, Psychological Review 50 (1943):370-96.
http://www.sociovision.de/
http://www.brandchannel.com/features_profile.asp?pr_id=327
http://www.allbusiness.com/marketing-advertising/branding-brand-development/617791-1.html
http://en.wikipedia.org/wiki/PlayStation_3
39

76. Sources
http://www.ibisworld.com/industry/retail.aspx?indid=2003&chid=1
http://www.thefreelibrary.com/Sixty-Eight+Percent+of+U.S.+Households+Play+Computer+or+Video+Games.-a0201028852
http://www.ibisworld.com/industry/retail.aspx?indid=2003&chid=
http://www.thefreelibrary.com/Sixty-Eight+Percent+of+U.S.+Households+Play+Computer+or+Video+Games.-a0201028852
http://www.warsawvoice.pl/view/18848
http://www.economist.com/sciencetechnology/tq/displaystory.cfm?story_id=14299602
http://www.cbc.ca/technology/story/2006/12/27/tech-videogamesaddictive-061227.html
A.H. Maslow, A Theory of Human Motivation, Psychological Review 50 (1943):370-96.
http://www.sociovision.de/
http://www.brandchannel.com/features_profile.asp?pr_id=327
http://www.allbusiness.com/marketing-advertising/branding-brand-development/617791-1.html
http://en.wikipedia.org/wiki/PlayStation_3
39