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Slide 1 - Be Inspired

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					Eighty3 Creative Ltd 2010
                            the definition of a brand
                            - the myths
                            - why brand?
                            - captivating brands

                            what is a successful formula
                            - brand building
                            - brand structure
                            - brand vision
                            - brand vision
                            case study
                            - Volkswagen

                            summary

Eighty3 Creative Ltd 2010
Eighty3 Creative Ltd 2010
Eighty3 Creative Ltd 2010
Eighty3 Creative Ltd 2010
Eighty3 Creative Ltd 2010
                            “A brand is a consumers instinct and is
                            driven by values, feelings and their emotional
                            reaction to a company or product. Brands are
                            defined by individuals.”




Eighty3 Creative Ltd 2010
                            Scott Bedbury, Starbucks‟ former
                            vice-president of marketing, controversially
                            admitted that „consumers don‟t truly believe
                            there‟s a huge difference between products,‟
                            which means brands have to establish
                            „emotional ties‟ with their customers.




Eighty3 Creative Ltd 2010
         COMPUTERS = APPLE              CONTRECEPTION = DUREX



         AIR TRAVEL = BRITISH AIRWAYS   DRIVING = FORD


         TRAIN TRAVEL = VIRGIN          VACUUM CLEANER = DYSON


         MUSIC CHANNEL = MTV            BANKING = HSBC



         SPORTS = NIKE                  BOOKSHOP = WATERSTONES



         SPIRITS = SMIRNOFF             CIDER = GAYMERS



         COOKING = JAMIE OLIVER         BEER = STELLA ARTOIS

Eighty3 Creative Ltd 2010
Eighty3 Creative Ltd 2010
                            ETHICS         DESIGN
                                                              IDEAS

              CULTURE

                                                              PRINCIPLES
            CONCEPT
                                           BRAND
                                                              PERSONAILITY




               IDENTITY
                                                              STANDARDS
                                     PRODUCTS   POSITIONING


Eighty3 Creative Ltd 2010
EIGHTY3 CREATIVE BRAND




                                             A forward thinking West
                                             Midlands design agency


        To offer the personal
        touch and to deliver a
        bespoke design service


                                             Young, fresh & creative




                       Design, print & web




Eighty3 Creative Ltd 2010
                            “We‟re not in the coffee business, serving people.
                            We‟re in the people business, serving coffee.”

                            Howard Schulz, Starbucks




Eighty3 Creative Ltd 2010
Eighty3 Creative Ltd 2010
Eighty3 Creative Ltd 2010
                  Volkswagen Passenger Cars is the mainstream marque, and the
                  Group's major subsidiaries also include well-known car marques
                  such as SEAT, Audi, Škoda, and the prestige marques Lamborghini,
                  Bentley, and Bugatti.



Eighty3 Creative Ltd 2010
                            Volkswagen cover
                            majority of the market
                            with its main/sub brands.




Eighty3 Creative Ltd 2010
                            Brand cannibalization is where a company
                            introduces a brand that steals customers
                            away from one of their other brands.

                            Each brand retains its differentiated brand image
                            and operates as an independent entity on the market.

                            Volkswagen is a brand with a strong multi-brand
                            presence to reach into every which sector. Initial fears
                            of products overlapping (Cannibalisation) have been
                            cleverly cleared up through advertising and branding.




Eighty3 Creative Ltd 2010
     In summary a brand is an emotional reaction towards a
     company/product. A brand makes you stand out from the
     competition, adds value to your offering and helps you
     connect with your customers.

     It helps enforce the relationship between you and your
     target market and understand exactly what makes them
     tick. It also creates focus and consistency and gives a
     clear understanding on exactly what you are offering.



Eighty3 Creative Ltd 2010
                            “A brand is a living entity – and it is enriched or
                            undermined cumulatively over time, the product
                            of a thousand small gestures.”

                            Michael Eisner, CEO Disney




Eighty3 Creative Ltd 2010
                            Craig Slater & Amie Whale




Eighty3 Creative Ltd 2010