1. Caffeinated Orange Juice:
The Birth of a Brand
BRAND GENERATORS

2. WHAT IS A BRAND?

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

4. A COLOUR
What brands come to mind?

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

7. A FONT

8. 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?

9. A SYMBOL

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

11. A PERSON/PERSONALITY

12. SOMETIMES WHO YOU’RE NOT

13. 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?

14. DIRECT COMPETITORS

15. INDIRECT COMPETITORS

16. What is be the name of our caffeinated orange juice?

17. What is be the positioning of our caffeinated orange juice?

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

19. What should our colour be?

20. Our brand starts now.
BRAND GENERATORS