Branding – What’s the Message?

Overview Branding: burning an image into the consumer’s mind. Logos and Images Slogans Mascots Spokespeople – endorsements Voices Strategic Partnerships Use of special guest appearances

General Rules for a Successful Logo It is usually: very simple in design (simple drawing or symbol is used) easy to understand, even at a distance one or two colors presented in a simple way and is easy to read

LogoDesignGuru.com Symbol that represents a product or company. Can benefit the company. Represents a company's personality and worth.   Its uniqueness provides a great advantage to your product if it is recognizable (vs. competition) Pepsi logo no longer needs to be accompanied by its name; the symbol says it all.

Logo Quiz

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Other Logos Can you name some other recognizable logos? Why are some easier to remember than others?

Slogans or Taglines When a brand’s advertising is: Changed (America Runs on Dunkin) Undergoes new thinking (I’m Lovin It) Introducing new products or services (Moving Forward)

Slogans Quiz 7 Betcha can't eat just one An American Revolution Drivers wanted Breakfast of champions Born from jets Just Do It Ultimate Driving Machine

More Slogans Can you name other slogans? Why are some so easy to remember?

Mascots 5 Why do some organizations have a mascot? Advantages and disadvantages Does HHS? If you could change Hingham – what would it be and why? Other schools and their meaning? Is it related to their identities? Brockton Boxers?

Best wishes for a wonderful day for all of you at HHS. Halftime Best wishes for a wonderful day for all of you at HHS.

Corporate Mascots

More Mascots

Other Mascots Can you name other mascots used by companies or organizations? Are they effective? Why or why not?

Spokespeople/Endorsements Why do businesses or organizations enlist individuals to serve as “official spokesperson” for them? Create a positive association Curt Schilling – Ford Motor Corp. (What words would you use to describe Schilling?) Pepsi - Reggie Bush and Jeff Gordon Revlon – Halle Berry Michael Vick - Nike & Coca Cola (need to disassociate) Can you name any others?

Just think – if you lived here you’d be home right now.

Voices What’s the impact of specific voices on commercials? Gene Hackman – Delta Airlines & Lowes James Earl Jones – Verizon Kate Walsh – Cadillac Can you name any others where you know the voice, never see the person and they’re not named?

Strategic Partnerships Pepsi & NFL Dunkin Donuts and NE Patriots McDonalds and Disney Nike and Apple here Any local ones? Potential ones? Why? Need to disassociate? (Ford and Firestone Tires)

Special Guest Appearances Who’s seen a famous person (musician, celebrity, athlete) somewhere and remember the person and location? The location becomes part of the experience. Who would you have suggested for the Grand Opening of Barnes and Nobles at Derby St. Shoppes? Why?

Conclusion Importance of building a brand identity. Connecting, associating, communicating a message – a way of life – to an audience. What is branding and why is branding important?

Small Group Activity 20 minutes: Each group will create a “brand” for two local businesses by choosing a spokesperson/mascot, slogan and logo for: Either Crowe Point Pizza or Atlantic Bagel AND a local business of your choice Be prepared to describe your decisions and specifically what message you’re sending to your audience. (Hint – start with your message first)