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UBS Warburg Redesign of ResearchWeb Visual Identity and Materials

UBS Warburg Redesign of ResearchWeb Visual Identity and Materials. November 10, 2000. We create. brand experiences. The Coleman Group network has 21 offices in 17 countries. New York San Francisco Santiago Buenos Aires Moscow Basel Minneapolis.

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UBS Warburg Redesign of ResearchWeb Visual Identity and Materials

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  1. UBS Warburg • Redesign of ResearchWeb Visual Identity and Materials November 10, 2000

  2. We create • brand • experiences

  3. The Coleman Group network has 21 offices in 17 countries New York San Francisco Santiago Buenos Aires Moscow BaselMinneapolis São Paulo London Madrid Paris Barcelona Mexico City Bombay Westport Hamburg Düsseldorf Milan Amsterdam TheHague Toronto

  4. We are part of the McCann-Erickson WorldGroup FutureBrand Coleman HyperMecia McCann-Erickson Worldwide Advertising McCann Relationship Marketing (MRM) Worldwide Momentum Experiential Marketing Group Shandwick Zentropy McCann Healthcare Worldwide

  5. Selected client brand programs

  6. Recent B2C and B2B e-brands we’ve created

  7. What makes a brand powerful Brand Identity New Products Digital Branding Internal Customers BRAND Advertising & Promo Packaging Retail Partners Consumers

  8. “Technology made friendly”

  9. Apple product design user interface sub-branding package design advertising promotions/activities point of sale materials website

  10. “All natural and individualistic”

  11. Snapple sub-branding package design delivery user interface point of sale materials promotions/activities

  12. “Vibrant and close (to you)”

  13. Terra user interface (corp) animation static banners promotions/activities dynamic banners pervasive branding user interface

  14. Opportunities for ResearchWeb Brand Identity Digital Branding Internal Customers Name BRAND Print Promo Advertising Internal Comm’s Partners Consumers

  15. We create brand experiences Brand Creation Brand Strategy A positioning, brand architecture, and key message central tothe business proposition Visual, verbal and experiential brand expression that is compelling and distinctive A brand communications and implementation program needed to introduce and manage over time Tools for valuation and evaluation to direct brand investment decisions BrandMeasurement BrandManagement

  16. Our Services Brand Strategy Brand Creation BrandManagement BrandMeasurement

  17. Positioning platform Online/offline Brand attributes Brand personality Brand architecture Brand expansion Key audience messages Product implications Site functionality implications We position your brand in the competitive landscape and develop specific brand attributes to guide all subsequent brand communications. We determine the desired brand relationships across the entire organization. Brand Strategy

  18. Brand Positioning • A case study in positioning a new online service in a crowded competitive environment

  19. Brand Positioning

  20. Brand Positioning • To ____________Personal Pages is the brand of______________ that ______________ because _______________________. Prime Prospects Competitive Framework Point of Difference Support/Aspiration

  21. Brand Positioning • Patients: • To patients or consumers concerned with health, Merck Connection is a new dimension in Internet health care that let’s you actively participate in the improvement of your health. • Physicians: • To health care professionals, Merck Connection is a new dimension in Internet health care that saves you time and easily keeps you current, so that you can better treat your patients.

  22. Our Services Brand Strategy Brand Creation BrandManagement BrandMeasurement

  23. Name creation Nomenclature systems Brand identity design Design systems Collateral material Retail and interior design Packaging design Industrial design Interactive design We create visual and verbal expressions to make the brand proposition relevant and emotionally compelling. We design environments, products and packaging to enhance the brand experience of your customers and employees at every point of contact. We create e-space experiences that excite and delight end-users. Brand Creation

  24. Name Creation • A case study in creating a brand that becomes a Category Killer TM

  25. The agricultural e-commerce category is crowded with vendors, both traditional as well as e-commerce start-ups

  26. Similar and repeating words AG Farm Farmer Field Seed Common technology/internet words and word parts Net Web Cyber Virtual Direct Tech The agriculture e-commerce space is crowded with words that are rapidly becoming the industry’s “generics” The agricultural“webspace”

  27. The opportunity exists to create a “category killer” brand • The opportunity to create a “category killer” brand exists when there is a recognizable naming convention within a category. It is necessary to stand outside of the convention to convey a compelling point of difference and capture category leadership.

  28. books.com • bookwire.com • booksdirect.com • booksource.com • bookweb.com • booksearch.com • bookzone.com • bookstore.com • booksonline.com • bookmania.com

  29. jobs.com • jobbank.com • jobsource.com • jobstore.com • jobfind.com • jobnet.com • jobnetwork.com • jobhelp.com • jobsonline.com • jobsearch.com

  30. agrishop.com • agriweb.com • agmall.com • agrisource.com • agonet.com • ageasy.com • agplace.com • agristore.com • agreen.com • agritech.com • agrimarket.com • agrivillage.com • agrinet.com • agromania.com • aghorizons.com • agworld.com • agriplanet.com • agromarket.com • agsuperstore.com • agez.com

  31. Our Services Brand Strategy Brand Creation BrandManagement BrandMeasurement

  32. Brand launch planning Brand best practices Internal branding Employee engagement Culture/behavior integration Brand education Brand guidelines Brand asset management We launch new brands and apply them to a broad range of communications materials and venues We share global best practices to help control and manage brand communications over time. We help engage employees at all levels in the brand-building process. Brand Management

  33. Our Services Brand Strategy Brand Creation BrandManagement BrandMeasurement

  34. Brand valuation Brand value drivers Dynamic brand value model Baseline and metrics for brand tracking Brand investment prioritization Brand research and testing We offer brand measurement and tracking tools which help determine the drivers of brand value in order to yield the greatest return on brand investment. We rigorously test creative solutions for linguistic, cultural, and other sensitivities. Brand Measurement

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