Identity and Image Strategy

 Consider: ◦ Tropicana Pure Premium orange juice ◦ Gap  How did subtle changes in their brand image touch off protests?

 A brand, much like a person, has a personality  Strategically planned to gain a positive image in the minds of the public  The company or brand’s presentation of itself

 Identity + Image = Reputation  Identity is less fleeting than a brand’s image and harder to shape

 Name  Logo  Tagline  Color palette  Architecture and interior design  Sounds

©2007 FedEx. FedEx service marks used by permission

 The name “ AFLAC” is more memorable than “American Family Life Insurance Company”  The duck brand icon that quacks “Af-laccck!” makes the name even more memorable Debbie Garris

 “A diamond is forever” (DeBeers)  “Imagination at work” (General Electric)  “American by birth. Rebel by choice” (Harley Davidson)  “We answer to a higher authority” (Hebrew National)  “Nothing runs like a Deere” (John Deere)  “Every kiss begins with Kay” (Kay Jewelers)

 Integrated marketing communications (IMC): ◦ A brand must send a unified message through multiple media ◦ Consumers do not distinguish between advertising, public relations or marketing ◦ Consumers view all of a brand’s communication as one flow of media

Txtng & Drivng…It Can Wait

 Made a proactive move to convince people not to text and drive  Studies show: ◦ People are 23 times more likely to be involved in an accident when texting and driving ◦ Distracted driving is particularly problematic among teenage drivers ◦ Sixteen percent of all distracted driving crashes involve drivers under 20

 Features the text messages that were sent or received before someone’s life was altered, or even ended, because of texting and driving  Demonstrates how insignificant a text message is compared to the potentially dire consequences of reading or responding while driving

Courtesy of AT&T IP

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“We didn’t have our ‘Aha!’ moment until we asked one of our focus groups to take out their devices and read the last text they received. When we asked if that particular message was worth the potential risk of reading while driving at 65 mph, you could have heard a pin drop. That’s when we realized the message ‘it can wait’ was effective in educating consumers about the dangers of texting while driving.” Cathy Coughlin, senior executive vice president and global marketing officer for AT&T

 Distributed to schools, safety organizations, and government agencies via YouTube channel  3 million views  room?pid= room?pid=23184

 Awareness of the It Can Wait message increased 26 percent during the campaign  One-in-three people isaid that texting while driving messages have an impact on their driving habits  More than 1.2 million no-texting-while-driving pledges were made at ItCanWait.com and through Facebook, Twitter, live events and text-to-pledge initiatives Source: room?pid=23656&cdvn=news&newsarticleid=35921&mapcode=txting_can_ wait|att_ces_2012