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Why Design?
Why Now?

Vicki Adjami :: Principal and Creative Director
Communication via Design :: www.cviad.com


Get Conn...
Why Design?
“56% of marketing directors
of blue chip companies believe that a downturn
could be the best time strategically to rebrand...
What is a Brand?

An integrated experience
  :: Externally
        • engages with stakeholders in a consistent manner
    ...
What is a Brand?

Positioning statements          Public relations
   :: institutional/corporate      :: traditional media...
What is a Brand?

Websites                 Email promos
   :: e-commerce            :: HTML blasts
   :: corporate        ...
Client Example :: Concentric Energy Advisors
:: Concentric Energy Advisors
:: Concentric Energy Advisors




       :: Kit Folder
:: Concentric Energy Advisors




       :: Corporate Brochure
:: Concentric Energy Advisors




       :: Data Sheets
:: Concentric Energy Advisors




       :: Website
What is a Brand?
Brand experience
  :: sum of all points of contact with the brand

Brand image
  :: symbolic construct cr...
Client Example :: Kids In Distressed Situations
:: Kids In Distressed Situations
Brand strategy
Surveys and interviews
  :: Agencies (internal)
  :: Donor community (exte...
Branding by Design

Establish brand guidelines
   :: positioning statement
   :: logo usage
   :: font usage
   :: color p...
Why Design?
Why Now?
Why Now?
“Successful companies do not
abandon their marketing strategies in a recession;
they adapt them.”

                      :...
Brands evolve…

Incremental changes
   :: change components as needed
   :: plan for continued change and growth
   :: act...
…because marketing evolves

Internet usage
  :: email blasts
  :: social media
  :: video story telling
  :: mobile device...
…because marketing evolves
Now relatively easy and inexpensive
  :: email newsletters
  :: Google AdWords
  :: Google Aler...
Client Example :: Communication via Design
:: Communication via Design
:: Communication via Design
Client Example :: Avistar Communications
:: Avistar Communications




  :: Original Datasheet     :: New Datasheet
:: Avistar Communications




  :: HTML Email             :: New Datasheet
“Smart design and photography
is more likely to stand apart from the email clutter
your customers are bombarded with…”

  ...
“…it is also more     likely to be forwarded.”
            :: ConstantContact report “Finding Opportunity in a Down Econom...
Why Design?
Why Now?
Why Design?
consistency, consistency, consistency
cohesiveness, cohesiveness, cohesiveness
stand apart from your competition
and capture attention
Why Design?
Why Now?
Why Now?
It’s critical during a down economy
to increase your presence
It’s now relatively easy and   inexpensive
It will position you to be
                  more
competitive now and in the future.
Why Design?
Why Now?

Vicki Adjami :: Principal and Creative Director
Communication via Design :: www.cviad.com


Get Conn...
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Why Design? Why Now?

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Maximizing your Marketing Collateral in a Down Economy, June 23 -24, 2009

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Why Design? Why Now?

  1. 1. Why Design? Why Now? Vicki Adjami :: Principal and Creative Director Communication via Design :: www.cviad.com Get Connected: Access to Sales and Marketing
  2. 2. Why Design?
  3. 3. “56% of marketing directors of blue chip companies believe that a downturn could be the best time strategically to rebrand.” :: The Principle Group report; 250 marketing directors surveyed
  4. 4. What is a Brand? An integrated experience :: Externally • engages with stakeholders in a consistent manner • builds relationships and backs your company’s claims • establishes a presence in the marketplace • communicates value :: Internally • identifies who you are, the value of what you offer and how you communicate that value • shares and uses all marketing tools in smart, interconnected ways • has internal brand support!!!
  5. 5. What is a Brand? Positioning statements Public relations :: institutional/corporate :: traditional media :: departmental • print, broadcast, television :: product specific :: social media • YouTube, Facebook, Twitter Logo :: logomark :: logotype Advertising :: tagline :: print :: online :: broadcast
  6. 6. What is a Brand? Websites Email promos :: e-commerce :: HTML blasts :: corporate :: press releases :: micro sites :: e-newsletters Print collateral Exhibits :: sales kits :: tradeshow booths :: flyers :: event and conference collateral :: brochures :: point of purchase displays :: stationery suite
  7. 7. Client Example :: Concentric Energy Advisors
  8. 8. :: Concentric Energy Advisors
  9. 9. :: Concentric Energy Advisors :: Kit Folder
  10. 10. :: Concentric Energy Advisors :: Corporate Brochure
  11. 11. :: Concentric Energy Advisors :: Data Sheets
  12. 12. :: Concentric Energy Advisors :: Website
  13. 13. What is a Brand? Brand experience :: sum of all points of contact with the brand Brand image :: symbolic construct created within the minds of people :: symbolizes the brand’s differentiation from its competitors :: information and expectations associated with a product or service Brand recognition :: a widely recognized brand in the marketplace
  14. 14. Client Example :: Kids In Distressed Situations
  15. 15. :: Kids In Distressed Situations Brand strategy Surveys and interviews :: Agencies (internal) :: Donor community (external) :: Before Positioning statement Value propositions :: To children and families :: To service organizations :: To donor community Logo and tagline Brand guidelines :: After
  16. 16. Branding by Design Establish brand guidelines :: positioning statement :: logo usage :: font usage :: color palettes Tools for control and consistency :: standard fonts (default) :: templates :: images, video and audio library
  17. 17. Why Design? Why Now?
  18. 18. Why Now?
  19. 19. “Successful companies do not abandon their marketing strategies in a recession; they adapt them.” :: Professor John A. Quelch; Harvard Business School
  20. 20. Brands evolve… Incremental changes :: change components as needed :: plan for continued change and growth :: action occurs one step at a time Ongoing upkeep :: customer needs changes :: economic realities :: technological advances
  21. 21. …because marketing evolves Internet usage :: email blasts :: social media :: video story telling :: mobile devices Direct mail :: more targeted database lists :: ease of managing and customizing database lists :: advantages of digital printing (with variable text!)
  22. 22. …because marketing evolves Now relatively easy and inexpensive :: email newsletters :: Google AdWords :: Google Alerts Increase and measure your ROI :: Google Analytics :: custom website landing pages :: make “call to action” obvious and easy
  23. 23. Client Example :: Communication via Design
  24. 24. :: Communication via Design
  25. 25. :: Communication via Design
  26. 26. Client Example :: Avistar Communications
  27. 27. :: Avistar Communications :: Original Datasheet :: New Datasheet
  28. 28. :: Avistar Communications :: HTML Email :: New Datasheet
  29. 29. “Smart design and photography is more likely to stand apart from the email clutter your customers are bombarded with…” :: ConstantContact report “Finding Opportunity in a Down Economy”
  30. 30. “…it is also more likely to be forwarded.” :: ConstantContact report “Finding Opportunity in a Down Economy”
  31. 31. Why Design? Why Now?
  32. 32. Why Design?
  33. 33. consistency, consistency, consistency
  34. 34. cohesiveness, cohesiveness, cohesiveness
  35. 35. stand apart from your competition and capture attention
  36. 36. Why Design? Why Now?
  37. 37. Why Now?
  38. 38. It’s critical during a down economy to increase your presence
  39. 39. It’s now relatively easy and inexpensive
  40. 40. It will position you to be more competitive now and in the future.
  41. 41. Why Design? Why Now? Vicki Adjami :: Principal and Creative Director Communication via Design :: www.cviad.com Get Connected: Access to Sales and Marketing

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