The purpose of this presentation is to identify a way to promote The Chair and create a brief that will reinstate the importance of this everyday item by treating it as if it was a brand.

1. THE OBJECTIVE
The purpose of this presentation is to
identify a way to promote The Chair and
create a brief that will reinstate the
importance of this everyday item by
treating it as if it was a brand.

2. THE
CHAIR.

3. THE DEFINITION.

5. The Chair comes in all
shapes and sizes…

6. Armchair.

7. Dining Chair.

8. Highchair.

9. Office Chair.

10. Wheelchair.

11. Garden Chair.

12. COMPETITORS OF THE CHAIR.

13. THE SOFA.

14. PROS
Comfortable
Spacious
Durable
Big
Great view of the TV
Heavy
Hard to clean
CONS

15. THE BENCH.

16. PROS
Spacious
Usually outside*
Sturdy
Usually outside*
Limited styles
Uncomfortable
Static
CONS
* Weather permitting

17. THE STOOL.

18. PROS
Easily maneuverable
Light
Durable
No back support
Hard
Single seat
CONS

19. THE HAMMOCK.

20. PROS
Moveable
Usually in the sun
Light
Durable
Unstable
Hard to get up out of it
CONS

21. THE BEAN BAG.

22. PROS
Mouldable
Light
Moveable
Small
Hard to get up out of it
Noisy
CONS

23. THE FLOOR.

24. PROS
Sociable
Convenient
Large surface area
No back support
Hard
Static
CONS

25. THE TOILET.

26. PROS
Practical
Private
Static
Smelly
Unsociable
CONS

27. COMPETITORS
BRAND MAP

28. COMFORTABLE
STABLE
FLOOR
UNCOMFORTABLE
UNSTABLE

29. TARGET AUDIENCE
“Everyone needs a chair.”

30. What is your most memorable
experience you‟ve had with The Chair?

31. “Eating cheese.”

32. “Having a little baby sister sleep on
my chest while I was snoozing on a
rocking chair.”

33. “Any moment involving alcohol.”

34. “Racing on office chairs.”

35. “Falling off of one in school in front of
my whole class.”

36. “With a girl…enough said.”

42. To Conclude…

43. The Chair is for
EVERYONE.

44. The Chair has provided people with
POSITIVE experiences.

45. The main competitor is
The SOFA.

46. The Chair is used mainly to
REST and WORK.

47. Over HALF of the Target Audiences
day is spent on The Chair.

48. COMFORT is most important when
choosing a seat.

49. THE BRIEF.

50. Objective
To reinstate in consumers minds how much of an important
role „The Chair‟ has played in their lives and celebrating the
use of it.
Brand Personality/ Language:
Positive, Energetic, Universal, Expressive, Unifying
Target Audience
This is a very wide spectrum- it includes any demographic
from any gender, age and socio-economic class.
Key Message
„‟Lets celebrate the chair in all it‟s glory through the
eyes of its consumers ‟‟
The chair is for everyone and for any occasion- lets
celebrate this worldly Brand and tell the story of the
consumers. The TA have already mentioned how various
experiences on The Chair has helped them to
learn, evolve, discover, create and most importantly
generating positive experiences. The Chair is an important
brand in people lives- lets promote it.

52. Thank you.