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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

The New BRAND World:Make a Promise

Chris Schreiber

LEAD Presentation

March 10th, 2009

what is marketing
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

branding4
BRANDING

Identity

marketing6
MARKETING

Communication

marketing7
MARKETING

Strategic

Communication

marketing8
MARKETING

Strategic

Communication

(Research)

designing a logo13
Designing a Logo
  • Harder than you might think…
designing a logo14
Designing a Logo
  • Harder than you might think…
  • Limited color (no photos)
designing a logo15
Designing a Logo
  • Harder than you might think…
  • Limited color (no photos)
  • Simplicity (how universal is your design)
how to come up with a logo33
How to come up with a Logo?

www.LOGOPOND.com

(instant inspiration)

how to come up with a logo34
How to come up with a Logo?

TRIAL & ERROR

(lots and lots of thumb sketches)

esssential logo advice38
ESSSENTIAL LOGO ADVICE…

Care passionately

about your logo.

final logo advice
FINAL LOGO ADVICE…

Never underestimate the

power of TYPOGRAPHY.

final logo advice45
FINAL LOGO ADVICE…

Never underestimate the

power of TYPOGRAPHY.

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

one last word about logos
One last word about Logos?

Q: How much was the designer of the

NIKE swoosh paid?

one last word about logos47
One last word about Logos?

Q: How much was the designer of the

NIKE swoosh paid?

A: $35

slogans49
SLOGANS
  • No more than 10 words, ever.
slogans50
SLOGANS
  • No more than 10 words, ever.

(unless you are a genius)

slogans basic types
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.

slogans ways to be memorable
SLOGANS – Ways to be Memorable
  • Make it exciting
  • Exaggeration or boasting
  • Witty/Playful/Humorous
  • Inspirational message
  • Vivid or fresh language
slogans53
SLOGANS

Feature

slogans54
SLOGANS

Challenge

slogans55
SLOGANS

Question

slogans56
SLOGANS

Humorous

slogans57
SLOGANS

Command

slogans58
SLOGANS

Exaggeration

videos60
VIDEOS

INFORM (educate)

videos61
VIDEOS

INFORM (educate)

INSPIRE (make a connection, relevance)

videos62
VIDEOS

INFORM (educate)

INSPIRE (make a connection, relevance)

RECRUIT (call to action)

videos63
VIDEOS

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

videos64
VIDEOS

SHOW DON’T TELL

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