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Earth ™

Earth ™. Living in a Branded World. The truth & consequence P l a y - D o h Pen & piece of paper. 6:50. 6:55. 7:00. 7:10. 7:15. 7:20. 7:35. “Neil”. Gender Region Income-level Language (s) Pet Fashion-oriented Sports fan / competitive Tech-savvy / likes new gadgets Sociability.

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Earth ™

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  1. Earth™ Living in a Branded World

  2. The truth & consequence • Play-Doh • Pen & piece of paper

  3. 6:50 6:55 7:00 7:10

  4. 7:15 7:20 7:35

  5. “Neil” • Gender • Region • Income-level • Language (s) • Pet • Fashion-oriented • Sports fan / competitive • Tech-savvy / likes new gadgets • Sociability

  6. Insights • Brands tell a lot about a person. • Brands are ubiquitous. • Brands are from all over the place.

  7. Earth™ Living in a Branded World

  8. What am I doing here? • The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz. • I am really here for next week’s lecture but wanted to get my seat early. • I thought I was supposed to vote here.

  9. Lock in your answer... • The first 3 sessions were so jam-packed with action that I can’t stay away from Mini-Biz. • I am really here for next week’s lecture but wanted to get my seat early. • I thought I was supposed to vote here.

  10. What is this? • Batman symbol • An ink blot • 80s moustache

  11. Lock in your vote • Batman symbol • An ink blot • 80s Moustache

  12. r

  13. Brands.What are we talking about?

  14. So, what is a brand? “…name, term, or symbol designed to identify and differentiate the goods & services of a seller from all other sellers” (American Marketing Association)

  15. Red Big Mac Ronald Greasy Kids Golden Arches Caring Fries Hamburger Clean Fast food

  16. So, there’s more to a brand. “The awareness and the associations in the consumer’s mind.”(Keller)

  17. 1 2

  18. 3 4

  19. Please make your selection... • Uncle Jim • Michael Phelps • Posterboy • Swimmer girl • Something else

  20. Cool insight “A brand resides in the consumer’s mind.”(Keller)

  21. Cool insight “… associations give meaning to the brand. ”

  22. Cool insight “What we think & feel about a brand will be a key determinant whether or not we purchase it.”

  23. Living in a Branded World • Brands tell a lot about a person. • Brands are ubiquitous. • Brands are from all over the place.

  24. “pick up detergent” Ultra Pine 1 2 3

  25. Please make your selection... • Tide • GTC • Ultra Pine

  26. Saves Search Time Saves Search Time

  27. Signal of Quality / Reduces Risk

  28. Symbols / Community

  29. Comfort

  30. Comfort

  31. Identifies source / Responsiblity 1-800-567-5723 Kraft Canada Inc. Don Mills, Ontario M3C 3J5 Kraftcanada.com

  32. “KD was my favorite brand as a kid.” • Marc Garneau • William Shatner • KD Lang

  33. “KD was my favorite brand as a kid.” • Marc Garneau • William Shatner • KD Lang

  34. Nostalgia

  35. Consumer Benefits • Saves time • Reduces risk • Signal of quality • Be part of a community • Responsibility • Comfort • Nostalgia

  36. Source:The Brand Gap, Neumeier

  37. #2 Brands are ubiquitous because they add value to consumers & companies

  38. #3 Brands are from all over the world.

  39. Favorite high-end fashion brands

  40. Why is Italy so highly regarded for fashion?

  41. ABC’s of world expertise • American movies • Brazilian bathing suits / British tea • Cuban cigars / Colombian coffee • Danish pastries • Egyptian cotton • French wines • German engineering / Greek olives • Hawaiian sun tan lotion • Irish liquors / Italian design • Japanese technology / Jamaican rum

  42. Living in a Branded World • Brands tell a lot about a person. • Brands are ubiquitous. • Brands are from all over the place.

  43. So I asked Dean Todd…

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