This document provides information about branding, including definitions of a brand, why brands have become important, how brands are created through touchpoints and in the mind, and when a brand is needed. It discusses investing in brand identity to make it easier for customers to buy and the sales force to sell. The document outlines ideals that are important for brands such as vision, meaning, sustainability, commitment and value. It provides examples of past branding work and introduces Kevin Melahn and his brand development consultancy Melahn Creative.

1. Branding
Demystified

2. What Is A Brand?
Brand is the promise, the big idea, and the expectations
that reside within each customer’s mind about a product,
service or company.
Brand is the personality of an organization.
A Brand is not a
Logo
Corporate Identity
Product
Company
Strategy

3. Why Have Brands
Become Important?
Bottom line: good brands build companies
and add value.
Products are created in the factory.
Brands are created in the mind.
Walter Landor
Founder Landor Associates

4. Brand Touchpoints
Each touchpoint is an opportunity to strengthen a brand
and communicate its meaning.

5. When Is A Brand Needed ?
What a new identity can do What a new identity can’t do
• Express the kind of organization • Make people act
you are • Change people’s minds
• Reassure the public that you are • Make new friends
who you say you are
• Embody every message
• Connect your organization to to everyone
images and ideas
• Respond to current events
• Serve as the consistent element
that builds equity over time
• Provide consistency over
communications channel

6. Why Invest In Brand Identity?
Make it easier for the customer to buy
Make it easier for the sales force to sell
Make it easier to build brand equity
Brands help customers cut through the proliferation
of choices available in every product or service category.
Scott M. Davis
Brand Asset Management

7. Ideals Overview
These ideals hold true whether launching a new brand,
resetting on older brand, or as a result of a merger.
coherence
meaning sustainability
vision differentiation value
authenticity commitment
flexibility

8. Vision
A compelling vision by an effective, articulate, and passionate
leader is the foundation and inspiration for the best brands.

9. Meaning
The best brands stand for something; a big idea,
a defined set of values and a voice that stands apart.

10. Sustainability
Sustainability is the capacity of a brand identity
to last in an ever-changing environment.
.

11. Commitment
An effective brand identity is tied directly to management’s desire
to nurture it. Identity systems must be clearly supported by the
company’s management and be enforced, and monitored when
necessary.
We recognize the value of a disciplined approach to building,
protecting and enhancing our brand.
David Guerra
Brand Management Director
Ernst & Young

12. Value
Within a company a brand identity has value when
it is viewed by senior management as an important asset.
A Strong Brand Commands A Premium
Value as a symbol
Value as an asset
Commitment to value is ongoing
Value is preserved through legal protection
Valued by marketing

13. Our Belief
A brand that makes consumers experience
a positive feeling is the one that makes them
open their hearts, and their wallets.
A Brand. My Brand.

14. Our Past &
Present Work

15. Advertising Campaign
Wells Fargo

16. Advertising Campaign
Hometown Health
Ad & Brochure
Postcard
& Billboard

17. Advertising Campaign
IGT
get out
in front.
You try to keep up, but life
has other ideas. You read
more, you talk to people. You
know that the future is an
open network, but will you be
ready when it arrives?
Reality is closer than you
think. Only IGT offers
the open architecture,
networked floor and server-
based gaming vision and
functionality all designed
to make your games and
systems work together
seamlessly.
You have an appointment
with the future. Don’t be late.
The Right Vision.
Right now & for the future.
To learn more about IGT’s vision
of the networked gaming future,
visit: www.IGT.com/Open
© 2008 IGT. All rights reserved. or call 702-669-7777

18. Thank You
Contact Kevin Melahn
kevin@melahncreative.com
775.544.9920
All rights reserved

19. About Us
Kevin Melahn
Kevin Melahn has been part of the communications design revolution of the last quarter century from
letterpress to Wordpress®. With a BFA in Communications Design from the prestigious Parsons School
of Design, he started his career as an art director at Ogilvy & Mather in New York, working on print and
television advertising for Merrill Lynch, Owens Corning and Bosch.
Since moving to northern Nevada, Kevin went on to work as a Senior Art Director at DRGM Advertising, whose
clients included Bally’s, Nevada Economic Development, the Nevada State Commission on Tourism, and the
RSCVA. Kevin then went onto serving as Associate Creative at Trahan, Burden & Charles, where he led in the
rebranding of Harrah’s Casino.
Prior to starting Melahn Creative, Kevin was the Creative Director at International Game Technology in Reno.
There he led a creative team that evolved the company’s marketing communications department from a
technical services group into a full-service in-house enterprise focused on brand development.
Since leaving IGT, Kevin has begun a brand development consultancy, Melahn Creative. Using his 35 years
of branding, advertising and design experience, Kevin Melahn works with large or small organizations in
analyzing their brand, and offer solutions to move their brand forward. This may include logo development,
recommendations of various media platforms and social networking opportunities and other services.
Kevin also has a network of talented designers, copywriters, photographers, and web developers who join
the creative effort as needed.