Caffeinated Orange Juice:

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Presentation transcript:

Caffeinated Orange Juice: The Birth of a Brand BRAND GENERATORS

WHAT IS A BRAND?

A NAME The 7 criteria for a good name according to Marty Neumeier: Distinctiveness Brevity Appropriateness Easy spelling and pronunciation Likability Extendibility Protectability

A COLOUR What brands come to mind?

NEVER LOOK LIKE YOUR COMPETITOR (unless you’re a generic).

A FONT

A TAGLINE I’m lovin’ it. Just do it. Impossible is nothing. Mmm Mmm Good. The ultimate driving experience. The uncola Don’t leave home without it The quicker picker-upper It keeps going, and going, and going Melts in your mouth, not in your hands The choice of a new generation Where’s the beef?

A SYMBOL

A SOUND What’s tune do you associate with McDonald’s? Koodo? iTravel 2000? NBC?

A PERSON/PERSONALITY

SOMETIMES WHO YOU’RE NOT

COMPETITORS Being aware of your competitors’ brands and positioning allows you to more clearly differentiate yourself against them—both in design and in messaging: • Design—How can we look and feel different? • Messaging—Why should a customer choose us over the others?

DIRECT COMPETITORS

INDIRECT COMPETITORS

What is be the name of our caffeinated orange juice?

What is be the positioning of our caffeinated orange juice?

Own your colour in your market. Coke owns red in the cola world.

What should our colour be?

Our brand starts now. BRAND GENERATORS