This document explores the concept of branding, emphasizing the importance of establishing a strong brand essence to connect emotionally with consumers. It discusses branding elements, strategies, and comparisons through various examples and campaigns, highlighting how brands create loyalty and recognition. Additionally, it focuses on the branding challenges specific to the clean energy sector and the necessity for effective messaging to change public perception.

1. DEVELOPING A BRAND ESSENCE TO CAPTURE AND KEEP YOUR CLIENTS Richard Earle Affiliate The Regis Group, Inc. THE ENTERPRISE CENTER April 8, 2010

2. BRANDING History Outgrowth of “Positioning” (Trout & Reiss) Basics Categories: Product Corporate Service Organizations

3. ORIGINS OF BRANDING Outgrowth of “Positioning” —(Trout & Reiss) “ Find out what they like and how they like it, and let them have it just that way!” — “Fats” Waller

4. BRANDING BASICS Organization or Group Branding Brand Equity Goal : Establish a strong impression of the group, its mission and its relative value in the minds of a carefully targeted a.udience Impacts Recruiting, Consumer acceptance Loyalty Credibility Funding In today’s climate, only strong brands survive.

5. BRANDING BASICS Aura An expression of your core values, an almost spiritual component called Brand Essence. Today, your Brand Essence must say: You are Unique You are Solid You are Adapted, and Competitive You are not going to go away

6. PRODUCT BRANDING It promises that the act of purchasing and using a product enrolls you in a lifestyle. It bestows a membership in the “coolest club of all.” It is rarely about the utility or great taste or promised benefit of the product.

7. THE BRANDING EXPERTS “ Is a brand products? No. I think it's a set of ideals, an aesthetic sensibility.” — Lance Jensen, Partner, Modernista Agency, New York Times Magazine “ To establish a brand is to establish a tribe around the brand; a tingle of shared pleasure.” — John Leland, New York Times Magazine What is Branding?

8. THE BRANDING EXPERTS “ Establish(ing) lasting emotional ties with your customers that transcend your product or service . . . tapping in to an essence and an ethos that defines who you are to the folks that matter.” — Scott Bedbury, “A New Brand World” “ We are inviting (them) to join a club.” — Ron Lawler, Creative Director, Arnold Worldwide, referring to Volkswagen “Driver’s Wanted” Campaign What is Branding?

9. BRANDING EVOLUTION Sprite “Rants” Frontline: “The Persuaders” Objective: Obscure the Marketer’s Hand. “ To teens, the marketer is the enemy!” “ Spokesperson” Mis-step. “ Hip-Hop” Raps. Tenuous Product Connection. But. . . . successful turn-around.

10. BRANDING ELEMENTS Left Brain “ Elevator Speech” Length: “12 floors” Brand Positioning Statement Brand value proposition Corporate Mantra (3 words) Examples: Nike: “Authentic Athletic Performance” Disney: “Fun Family Entertainment” Starbucks: “Rewarding Everyday Moments”

11. BRANDING ELEMENTS Right Brain Precise knowledge of psychological makeup of target group. Creative use of imagery. Create an Aura Brand Essence An emotional connection If possible, all five senses Use of icons, distinctive logos, unique theme lines, music. Tone, style, personality, attitude.

12. EMOTIONS Creating a Brand Essence ‘ I’d Like to Teach the World to Sing in perfect harmony” --- Bill Backer for Coke

13. THE FIVE SENSES Christmas

14. BRANDING CHRISTMAS Santa was once Green

15. BRANDING CHRISTMAS Enter Coke Santa turns Red

16. BRANDING BY COLOR Pepsi, too

17. BRANDING BY COLOR Altria (Philip Morris) Use of color to circumvent new labeling Can no longer say “Light” Dr. Greg Connolly New York Times Use of gold color to imply it

18. BRANDING BY COLOR Altria (Philip Morris) Other Brands

19. BRANDING BY SHAPE Coke

20. BRANDING BY SHAPE Absolut

21. BRANDING BY SOUND Southwest Airlines (DING!) You are now free to move about the country Grab your bag. It’s on!

22. BRANDING BY TASTE Colgate

23. BRANDING BY SMELL Singapore Airlines Distinctive Perfume

24. RECENT PRODUCT BRANDING Prune Juice becomes Plum Smart

25. SUCCESSFUL BRANDING Brand #1 Brand #2

26. MORE SUCCESSFUL BRANDING Brand #3 Brand #4

27. SOME BRANDING COMMERCIALS Don’t Expect the Hard Sell Entertainment, Emotion, Attitude American Dairy: “Aaron Burr” Once again, make Milk an essential staple Target: “A Sign of the Times” A Discount Store for the Youthful, “Cool” Volkswagon: “Dah-Dah-Dah” A Lifestyle fit (“Drivers Wanted”)

28. BRANDING ELEMENTS Logos Typeface Tag Line Executional style Photography, editing, music. Attitude!!!

29. LOGOS Logo #1

30. Logo #1 LOGOS

31. Logo #2 LOGOS

32. Logo #3 LOGOS

33. Cold Type can have a Warm Aura! TYPEFACE

34. Typeface #1 TYPEFACE Typeface #2

35. TAGLINE (MUST BE APPROPRIATE) Tagline #1: Life’s Better

36. TAGLINE EVALUTION THE “HAMMERSTEIN GRID”

37. TAGLINE EVALUATION “ Hart Smart” Hip Sexy Clever Double Entendres

38. TAGLINE EVALUATION “ Hart Smart” “ Pal Joey” “ Bewitched, Bothered, and Bewildered” I'll sing to him Each spring to him And worship the trousers that cling to him Bewitched, bothered and bewildered am I! When he talks he is seeking Words to get off his chest. Horizontally speaking He's at his very best. Vexed again Perplexed again Thank God I can be over-sexed again Bewitched, bothered and bewildered am I!

39. TAGLINE EVALUATION “ Hammerstein Simple” Simple, Direct Story telling Emotional Involving Inner meaning

40. TAGLINE EVALUATION “ Hammerstein Simple” “ Carousel” “ What’s the use of Wond’rin’?” Common sense may tell you That the endin’ will be sad, And now’s the time to break and run away But what’s the use of wond’rin’ If the endin’ will be sad He’s your feller and you love him— There’s nothin’ more to say!

41. Tagline #2 MORE TAGLINES Tagline #3

42. Tagline #4 Where the World checks in every day MORE TAGLINES

43. Tagline #5 MORE TAGLINES “ Just . . . .”

44. Tagline #5 MORE TAGLINES “ Just Do It!”

45. THE WHOLE PACKAGE Branding a State

46. THE WHOLE PACKAGE Branding a State

47. THE MASTER

48. THE MASTER MILTON GLASER Brooklyn Brewery An homage to the Dodgers

49. THE MASTER MILTON GLASER Barron’s Merging of tradition and optimism

50. THE MASTER MILTON GLASER Stony Brook University Merging of tradition and aspiration

51. SOCIAL MARKETING BRANDING—ICONS Don’t Litter Douse Your Campfire Buckle Up

52. BLINK! Malcolm Gladwell Rapid cognition When you meet someone for the first time, or walk into a house you are thinking of buying, or read the first few sentences of a book, your mind takes about two seconds to jump to a series of conclusions . . . I think those instant conclusions that we reach are really powerful and really important.

53. CREATING YOUR BRAND Key Steps Ask some Questions Do some research Prepare a Creative Brief Create an ownable emotional component; a unique Brand Essence.

54. CREATING YOUR BRAND Questions: Do you understand exactly what your Brand is? Do you know how your consumers feel about your Brand? Do you feel your Brand is as strong as it should be? How would you evaluate your brand’s value proposition? Does it clearly and compellingly deliver an important and single-minded benefit to the customer?

55. CREATING YOUR BRAND Questions (Cont.): Do you understand what your intangible brand characteristics are? Who is watching over your brand at the company/organization? Do you have a chief brand officer? What is your brand promise? Is that important to customers? Are you delivering it? Is your brand promise in line with your organization’s core mission?

56. QUALITATIVE RESEARCH Can be expensive Worth doing if you can In a properly-facilitated group, the people don’t lie!

57. CREATIVE BRIEF ELEMENTS 1. Target Whom do you want to talk to? Multiple Targets? What constituencies do you most need to reach? What do we know about them? (Visualize!) “ Face the Target” Research

58. CREATIVE BRIEF ELEMENTS 2. Competitive Climate What other groups are out there, competing for the time, attention and commitment of your target?

59. CREATIVE BRIEF ELEMENTS 3. Principal idea (Benefit) What is the single most important thing that you want your target to know about you?

60. CREATIVE BRIEF ELEMENTS 4. Support points Why should people accept/believe us? Facts which are an arsenal of proof to back up the principal idea or benefit. Mission Statement Web “About” pages

61. CREATIVE BRIEF ELEMENTS 5. Tone & Style. What is our tone of voice? What is our attitude? (Hammerstein Simple) Does it make an emotional connection? (remember the pictures) Is this message presented in a serious or humorous fashion? Is it “Real?” Reassuring? Startling? THE MOST IMPORTANT SECTION OF ANY CREATIVE BRIEF!! NOTE ...

62. CREATIVE BRIEF ELEMENTS 6. Desired Action What do we want our target to do after they’ve received our message? Avoid “Telling, not selling”

63. OBSERVATIONS & OPPORTUNITIES Branding Strategy Construction Steps Left Brain Who are we? Elevator Speech Mission Statement Characterize Targeted Individuals Why do they need us ?

64. OBSERVATIONS & OPPORTUNITIES Some Right Brain Stuff Adjectives that best describe us Favorite Color Favorite Song Favorite Movie Cliché that best describes us In the Movie, “The Man/Woman from (Your Organization)” - Who plays the lead?

65. CREATIVE BRIEF CONSISTENCY Be certain you have the will & resources to maintain consistency of message PR Every communication must speak with the same voice Every release must reflect the Creative Brief Benefit,Tone and Attitude particularly important

66. BRANDING CLEAN ENERGY A Case Study A Cause Marketing Approach to Clean Energy Market Building

67. OUR CHALLENGES Quantitative research consistently shows consumers willing to switch and pay more, but only marginal market activity and few early adopters Lack of common language - Is it green, clean, renewable, alternative? An invisible product.

68. PROBING BEYOND THE OBVIOUS Qualitative research - six groups in CT and MA of consumer, business and “opinion leaders.” Recruited from all walks of life: urban, rural, upscale, downscale, Democratic, Republican, Independent. Beyond the rational, what are the most powerful emotional hooks that could make clean energy important and desirable to the American public?

69. THE OBITUARY If you want to find out how someone feels about something, take it away from them. Respondents are asked to imagine fossil fuels on earth have died. Their task is to write an obituary, including: What was the cause of death? What will it be remembered for? Who will take its place? Who will miss it?

70. RESULTS We uncovered some surprising beliefs about fossil fuels and clean energy.

71. FINDINGS Fossil Fuels Make Our World Work; It’s Terrifying to Lose Them People were far less critical of fossil fuels than we expected. It’s scary for them to imagine our world without them.

72. SAMPLE OBITUARY

73. NEXT, WE ASKED THEM TO DRAW “CLEAN ENERGY WORLD” One way to encourage people to react at an emotional level is to take away their rational tool kit: their vocabulary. We asked respondents to imagine that all the energy used to power their world is “clean,” and then draw what clean energy world looks like. We asked them to name it, and date it.

75. THE CRUX OF THE MATTER: CLEAN ENERGY ISN’T SEEN AS READY “ I’ve heard about this since elementary school.” “ It’s more concept than product. I don’t see it in real life.”

76. THE GARDNER-NELSON AGENCY & CESA DEVELOPED A WIDE RANGE OF CONCEPTS Self-sufficiency Infinite/renewable Closer than you think The American spirit of ingenuity Jobs Control Security Innovative future Good for health/environment

77. The images and facts that made clean energy seem powerful, real, and “closer than you think” triggered very positive reactions.

79. “ I had no idea. Is that true?” If clean energy “already” makes enough to power big cities like Chicago, with all the lights they require, then it must be a lot closer than people think. “ Let’s produce more” is a compelling thought –“Yeah, why not, let’s do it,” is the reaction.

80. CLEAN ENERGY BRANDING CREATIVE BRIEF Objective: (Why are we advertising?) To brand clean energy in a way that convinces Americans that more clean energy now is important, desirable and achievable. Competetive Climate Public perception that Clean Energy is science fiction; a future event Knowledgeable about Clean Energy, but “kinks to be worked out.” Target: (Whom are we talking to?) First, the American public. Second, opinion and business leaders who can be influential voices in signaling that clean energy is real.

81. CLEAN ENERGY BRANDING CREATIVE BRIEF Principal Idea Support: (Why should you believe us?) Clean energy already supplies far more of America’s energy needs than you knew Could Power 9.62% of America’s homes Could Power every home in Eleven States Could Run every factory in NY, NJ, Michigan and Illinois Clean energy is more real than you think – making more can help make America energy self-sufficient Tone and Style Strong, Confident, Powerful Sign up for Clean Energy Desired Action

82. TAGLINE “ It’s Real. It’s Here. It’s Working!”

83. LOGO

84. Television Spot #1: “Houses” 15 Second Spot

85. Television Spot #2: “Factories” 15 Second Spot

86. ARE YOU BRANDED? Have you created an ownable emotional component? Do you have a unique Brand Essence? Do you have a true “Aura?”

87. A BIT OF HISTORY Branding before we heard the word

88. A BIT OF HISTORY An Early Branding Icon—Iron Eyes Cody Keep America Beautiful