1. Branding – What’s the Message?

2. 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

3. 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

4. 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.

5. Logo Quiz

6. More…

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

8. 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)

9. 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

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

11. 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?

12. 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.

13. Corporate Mascots

14. More Mascots

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

16. 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?

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

18. 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?

19. 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)

20. 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?

21. 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?

22. 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)