1. Brands

2. What is a Brand?  A brand is the sandbox that your company “plays” in  It is a company’s “Personality” and its “Reputation”

3. A Brand Creates Value  Harley Davidson  Coca Cola  Nike  Designer Brands

4. Why Managing Your Brand Matters Branding, by its very nature is not optional. If you do not position yourself in people’s minds, they will do it for you. … Peter Drucker Graphics © 2002-2007 CattLeLogos Brand Management Systems LLC

5. The ABC’s of Good Branding Is for APPROPRIATE

6. © 2002-2007 CattLeLogos Brand Management Systems LLC

7. Know your audience – Make a connection

8. The “Other” Image © 2002-2007 CattLeLogos Brand Management Systems LLC

9. The ABC’s of Good Marketing U Is for Unique

10. Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they’re still boring. A Purple Cow, though. Now that would be interesting. (For a while.) – Seth Godin, 2002 © 2002-2007 CattLeLogos Brand Management Systems LLC

11. Stand Out from the Herd

12. I shop at “GW of Los Altos” © 2002-2007 CattLeLogos Brand Management Systems LLC

13. I shop at “GW of Los Altos” © 2002-2007 CattLeLogos Brand Management Systems LLC

14. Advertising  Newspapers, magazines, radio, internet, television, yellow pages, direct mail  Analyze the strengths & weaknesses of the medium  Which medium will target your customers?  What is your advertising budget?  What is the cost per million (CPM)?

15. Publicity  Articles in newspaper  Interview on radio or television  Coverable events  Newsletters  White papers  Speaking engagements & white papers  Volunteer (boards & local committees) FREE, powerful, hard to control

16. The ABC’s of Good Branding Is for Believable

17. No Bull Luxury Tractors © 2002-2007 CattLeLogos Brand Management Systems LLC

18. Blowing the branding:  Bad names  Alu-Fanny foil wrap (France)  Atum Bom tuna (Portugal)  Happy End toilet paper (Germany)  Pschitt lemonade (France)  Zit lemonade (Germany)  Clairol, a hair products company, introduced the "Mist Stick", a curling iron, into Germany only to find out that, in German, “mist” is slang for manure.

19. Lost in Translation  Electrolux, a Scandinavian vacuum manufacturer, used this ad in the U.S.: "Nothing sucks like an Electrolux."  The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. Their Spanish translation read: "Are you lactating?"  In Italy, a campaign for "Schweppes Tonic Water" translated the name into the much less thirst quenching "Schweppes Toilet Water."

20. Lost in Translation Ke-ke-ken-la The name Coca-Cola in China was first rendered as Ke-ke-ken-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. ko-kou-ko-le Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, ko-kou-ko-le, which can be loosely translated as "happiness in the mouth."

21. The ABC’s of Good Branding C Is for Consistency and Clarity

22. Keep monitoring your marketing to make sure that your images, messages, and value stay consistent!

23. Tips for Creating a Logo  Must be resizable: make sure it still looks good when size is reduced  Must look good in black & white as well as in color  Choose type carefully: must be able to read when small; use only one font (no more than two)  Keep it Simple  Recognizable from different angles  Must relate to the business or product

24. Excellent Logo – the Nike Swoosh ResizableResizable SimpleSimple Recognizable from any angleRecognizable from any angle Looks good in any color and black & whiteLooks good in any color and black & white Makes you think of speed and things being “right” (check mark)Makes you think of speed and things being “right” (check mark)

25. Tips for Creating a Slogan  Keep it short and simple. (No more than 10 words.)  Make it memorable. (Puts a picture in your mind.)  Explains what you do and how it benefits the customer.  Ask yourself what you want the customer to remember about your business.  Use keywords for your business; use thesaurus.  Be creative!  Get input from others. Make several and ask which is best.

26. Excellent Slogans  “ Betcha can ’ t eat just one. ” – Lay ’ s  “ Breakfast of Champions ” – Wheaties  “ Have it your way. ” – Burger King  “ Just Do It ” – Nike  “ You ’ re in good hands with Allstate. ” – Allstate Insurance Company  “ I ’ m Loving It ” – McDonald ’ s  “ Eat fresh ” – Subway