Branding

1. Week 1 Branding

2. Logos

3. Beats • The logo for Beats by Dre is pretty simple. The ‘b’ is enclosed in a circle followed by the brand name. The circle, though, isn’t just a circle. • It actually represents a human’s head, and the ‘b’ letterform represents the brand’s headphones. • This gives the brand a personal element, allowing a customer to see themselves in the headphones.

4. Amazon • Amazon is a powerhouse when it comes to online shopping, and their logo reflects that. • The yellow arrow in their logo starts at the letter ‘a’ and ends at the letter ‘z’, implying that they sell everything from a to z. • The arrow also represents a smile, with the arrowhead being a stylized dimple or smile line. The smile indicates the happiness people feel when they shop with Amazon.

5. Baskin Robbins • Baskin Robbins is known for its seemingly limitless flavors of ice cream (31, if we’re being exact). • That famous number is hidden in the ‘B’ and the ‘R’ of their logo, acting as the curve of the ‘B’ and the stem of the ‘R’. • The logo represents fun and energy, much like how you’ll feel during (and after) eating their ice cream.

6. London Symphony Orchestra • The logo for the London Symphony Orchestra can’t only be read as the initials ‘LSO’, but also as an orchestra conductor. • The elegant way it looks (almost script like) adds to the elegance of the orchestra.

7. Unilever • Unilever makes a ton of products, and to showcase that they created a ‘U’ out of a variety of icons symbolizing some of their core products. • It’s a fun way to show they have their hands in a variety of areas, and gives the viewer something to piece together.

8. Toblerone • The popular chocolate bar, Toblerone, has been around for quite some time. • It’s current logo features a mountain, symbolizing the Matterhorn Mountain in Switzerland. • Hidden inside the mountain is a bear, symbolizing the unique honey flavor found in the chocolate and the fact that the chocolate is made in the ‘City of Bears’.

9. Adidas • Adidas is a popular sports apparel and shoe company. • Three stripes have always been a part of their logo, but in their most recent redesign, the stripes are staggered to look like a mountain. • The mountain represents the challenges and obstacles athletes will face and overcome.

10. Slogan/Tagline

11. Slogan vs Tagline Slogan Tagline A tagline is about the business itself, and should stand the test of time (it doesn’t change). Taglines represent the tone and feeling you want for your products or services. It is often part of your company graphics and it stays with you all the time. • Slogans are intended to be less long lasting and more flexible. • They’re often used in advertising campaigns (they change over time). • Slogans are often used only for one product, or one campaign.

12. Slogan vs Tagline: Disney Slogan Tagline The happiest place on earth • Where dreams come true • I’m going to Disneyland • Where the magic began

13. KFC • Why does “Finger Lickin’ Good” work? • It describes people’s feelings about KFC food. The slogan itself makes you think of tasty food, and that’s exactly what the creator was striving for. • The lickin’ part is so casual that it makes the brand feel like home. It’s how people talk in a conversational, casual tone. A single word shows that this is not a pretentious restaurant. It simply serves the comfort meals you want to keep eating every day.

14. McDonald’s • In 2003, Justin Timberlake helped launch the new McDonald’s marketing campaign tied around the slogan “I’m Lovin’ It”. • The slogan has gone on to become by far the longest-running McDonald’s slogan in history and still stands strong today.

15. Mascot

16. M&M’s • The company with not one but six recognizable mascots with unique personalities (sarcastic Red, cool Blue, simple Yellow, paranoid Orange, alluring Green, authoritative Ms. Brown). • The choice of the colorful spokes candies as brand representatives was a clever decision since they can’t be confused with anything else and the company gave them names corresponding to their colors which made them easy for the audience to remember.

17. KFC • Colonel Sanders, the mascot, resembles the founder of KFC. Created years after his death, this friendly, smiling face with glasses, white hair and goatee has turned out to be a successful choice of a brand character conveying professionalism and sincerity.

18. Michelin • Being presented to the world in the 1894 at the Lyon Exhibition by the Michelin brothers, the idea behind this plump brand mascot design was to represent a person made of tires. • Little did the creators know that this charming, fictional guy would become a largely popular and recognizable figure which has significantly contributed to the vast success of its brand.

19. Buying Incentives

20. Traditional Incentives • Price reduction: rebates, coupons, etc. • Loyalty programs: punch cards and points systems, frequent flier miles, etc. • Free samples: the sample itself (such as diapers and baby formula mailed to expectant mothers) is the incentive • Bonus product with product trial: test drive a motorcycle and get a free pair of sunglasses • Bonus product with purchase:buy $100 worth of cosmetics and get a free cosmetics carrying case • Free upgrade with purchase: buy a car and get free floor mats • Trade up programs: bring in your infant car seat and get a discount on a toddler car seat • Options at time of purchase: buy an RV and get a choice of either a free generator or a free extended warranty • Sweepstakes and prizes: complete our survey and be entered into our free drawing • Free information: give us your contact information to receive our free white paper; take our survey and we’ll send you the industry-wide results • Promotional items: stop by our trade show booth and we’ll give you a free smart phone holder

21. Incentives through Psychology Scarcity Loss Aversion

22. Incentives through Psychology Instant Gratification Social Proof

23. Incentives through Psychology Social Conscience Appeal