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Brand Design Portfolio

Brand Design Portfolio

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Brand Design Portfolio

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  1. Brand Design Portfolio Reachel W. Bagley

  2. Portfolio Directory • Direct Mail Message Testing • Brand Design • Consumer Insight Research • Usability Centered Web Design

  3. Direct Mail Message Testing

  4. Peace of mind Self esteem Make a difference Security Ability to Grow Sense of control Profitablebottom line management Productive Less time on acctg Cash flow flexibility Save money cut costs Respond quickly Cash flow expense management Reduced paperwork acctg time Increased purchasing power Accurate timely information Accessible/ helpful support Discounts Free Stuff revolving credit controls reports business services network rewards program robust reporting business protection services web self service low interest universally accepted card Hierarchical Values Map Customer Values Customer Benefits Product Benefits Product Attributes

  5. Results

  6. Brand Design

  7. core Turn the promise of e-procurement into productivity. Historical Brand Design fast integrate • Inconsistent message • Technical:“In the weeds” • Abstract • Emotionally detached productivity streamline control paperless handsfree Visual supporting lexicon Verbal logos brand name GE CPS vPayment

  8. core Payment Control New Brand Design exact approval • Single Focus: Payment Control • Assumed • speed • acceptance • productivity • compatibility • enhanced data • Own one concept in the mind of the consumer • Payment not purchase • Promotes category rather than product • Everything rolls up to payment control certain payment accuracy authorize Visual supporting lexicon Verbal logos brand name vPayment GE ConsumerFinance

  9. Positioning revised historical CFO’s-large corporationseducation/government

  10. Usability Centered Web Design

  11. ProductivityCard.com • Maximized screen real estate • “Apply Now” prominence • Direct login to Productivity Online • Streamlined benefit communication http://www.productivitycard.com

  12. GEBusinessMarketplace.com • Maximized screen real estate • “Apply Now” prominence • Significantly reduced use of text • Minimized content highlights the key options • Added interactive media • All information now above screen fold http://www.gebusinessmarketplace.com

  13. GoBinder Screen Real Estate Analysis • Professional, corporate orientation • Heavy copy, multiple click paths

  14. GoBinder Site Redesign • Student focused • Single, focused click path • Quantifiable reasons to believe

  15. Market Segmentation Profiles

  16. Sample Profiles • Marketing to people rather than numbers

  17. Consumer Insight ResearchVisit the link below to view the Range Rover Market Research Studyhttp://www.reachelandrew.com/RangeRover/Ethnographies were conducted in order to profile customer segments