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The New BRAND World: Make a Promise. Chris Schreiber LEAD Presentation March 10 th , 2009. What is Marketing?. Market i ng: Function: noun Date:1561 1 a: the act or process of selling or purchasing in a market

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The New BRAND World:Make a Promise

Chris Schreiber

LEAD Presentation

March 10th, 2009


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What is Marketing?

Marketing:

Function:noun Date:1561

1 a:the act or process of selling or purchasing in a market

b:the process or technique of promoting, selling, and distributing a product or service 2:an aggregate of functions involved in moving goods from producer to consumer



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BRANDING

Identity



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MARKETING

Communication


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MARKETING

Strategic

Communication


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MARKETING

Strategic

Communication

(Research)



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Designing a Logo

  • Harder than you might think…


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Designing a Logo

  • Harder than you might think…

  • Limited color (no photos)


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Designing a Logo

  • Harder than you might think…

  • Limited color (no photos)

  • Simplicity (how universal is your design)



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How to come up with a Logo?

www.LOGOPOND.com


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How to come up with a Logo?

www.LOGOPOND.com

(instant inspiration)


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How to come up with a Logo?

TRIAL & ERROR

(lots and lots of thumb sketches)



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ESSSENTIAL LOGO ADVICE…

Care passionately

about your logo.







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FINAL LOGO ADVICE…

Never underestimate the

power of TYPOGRAPHY.


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FINAL LOGO ADVICE…

Never underestimate the

power of TYPOGRAPHY.

(i.e. time to play a game!)


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One last word about Logos?

Q: How much was the designer of the

NIKE swoosh paid?


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One last word about Logos?

Q: How much was the designer of the

NIKE swoosh paid?

A: $35



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SLOGANS

  • No more than 10 words, ever.


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SLOGANS

  • No more than 10 words, ever.

    (unless you are a genius)


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SLOGANS – Basic Types

Feature: We’re the bluest.

Benefit: We’ll make you stronger.

Question: Can you afford not to?

Challenge: World’s biggest sandwich!

Structure: World’s most reliable network.

Command: Just do it.


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SLOGANS – Ways to be Memorable

  • Make it exciting

  • Exaggeration or boasting

  • Witty/Playful/Humorous

  • Inspirational message

  • Vivid or fresh language


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SLOGANS

Feature


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SLOGANS

Challenge


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SLOGANS

Question


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SLOGANS

Humorous


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SLOGANS

Command


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SLOGANS

Exaggeration



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VIDEOS

INFORM (educate)


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VIDEOS

INFORM (educate)

INSPIRE (make a connection, relevance)


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VIDEOS

INFORM (educate)

INSPIRE (make a connection, relevance)

RECRUIT (call to action)


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VIDEOS

Avoid being too scripted, speak from what you know and it will translate.


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VIDEOS

SHOW DON’T TELL


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