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
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
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.
Other Logos • Can you name some other recognizable logos? • Why are some easier to remember than others?
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)
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
More Slogans • Can you name other slogans? • Why are some so easy to remember?
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?
Halftime • Best wishes for a wonderful day for all of you at HHS.
Other Mascots • Can you name other mascots used by companies or organizations? • Are they effective? Why or why not?
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?
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?
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)
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?
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?
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)