1. MARKETINGGOLDENCREATIVITY & BRANDING STRATEGY CREATIVITY What is it? Can anyone be creative? Brainstorming

2. MARKETINGGOLDENCREATIVITY & BRANDING STRATEGY BRANDING STRATEGY Name, Slogan, and Logo –Nike, “Just Do It”, and the Swoosh Integrated Brand Promotion [IBP] Holistic Promotion of Image/Positioning

3. MARKETINGGOLDENCREATIVITY & BRANDING STRATEGY WAYS TO NAME Functional (White Out, EZ Off) Sir Names (Campbell’s, Ford) Initials- mostly generated for consumer convenience (IBM, UPS) Wordplay (Harpo for Oprah) Arbitrary (Domino’s Pizza) Emotional (Victoria’s Secret) Invented (Exxon, Xerox, Kodak) Metaphors (Life Savers)

4. MARKETINGGOLDENCREATIVITY & BRANDING STRATEGY GOOD VERSUS BAD NAMES GOOD –Promotes Image –Descriptive –Suggestive –Memorable –Distinctive –Easy to use, read, spell, and pronounce –Scope for Expansion BAD –Initials (JR’s Bar) –First Names (Joe’s Bar) –Overused (Corner Bar) –Ugly, Obscene, and/or Offensive –Close Copies (McDougal’s) –Overly quirky spelling (Kwality Kitchens)

5. MARKETINGGOLDENCREATIVITY & BRANDING STRATEGY SLOGANS Relatively Short Can be Temporary or Permanent Integrate with Promotions Communicate Qualities or Services Focus on Customer Playing for Muskingum…… Priceless!

6. MARKETINGGOLDENCREATIVITY & BRANDING STRATEGY LOGOS Need Elaboration Symmetrical Associative Natural or Organic

7. MARKETINGGOLDENCREATIVITY & BRANDING STRATEGY COLORS Green and Blue Initial Importance- Fight Clutter! Various Associations 3+ Trend! Contrast for Visiblility