BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea...

transcript

Andrea Costa BrandingDoneRight@gmail.com 2/2014

Etymology: brandr Burning with fire as a means of identifying.

ENTREPRENEUR: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.

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Brand or Branding

AMERICAN MARKETING ASSOCIATION: A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. "Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.

Now, more than ever: Branding is the fluid, ever-evolving, interactive and organic process of shaping the identity "of someone or something. Andrea Costa

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Most Valuable Brands #1 Apple

Source: Business Insider 2/18/2014

Most Valuable Brands #2 Samsung

Source: Business Insider 2/18/2014

Most Valuable Brands #3 Google

. Source: Business Insider 2/28/2014

Typography Your typography (history of the font—origin—and its style plays a part in creating the right feeling. Keep in mind that more than half of your audience will be viewing on mobile only.

Source: Pew and internet Life Project 2013 Andrea Costa BrandingDoneRight@gmail.com

Color palettes

colourlovers.com kuler.com

Some useful resources:

Environment

Brand look and feel and Bluetooth and wifi enables visual merchandizing to help analyze shopper patterns as well as offering suggestions to your customer as they shop on their mobile device.

The Gap, Bloomingdales, Alex & Ani, Brookstone, American Apparel

Who? What? When? How? Simplified steps to creating your brand:

Know your brand. Who are you? What do you do? Creating clear messaging is usually a removal or simplification process. What differentiates you? Research the market, know your competition. Write down your challenges so issues can be addressed before you go further. Refine your brand concept accordingly.

11! Andrea Costa BrandingDoneRight@gmail.com 2/2014

Marketing Your Brand

Creating your branding and marketing plan. What is your voice (casual, friendly, intellectual, stylish…)? This effects your branding and customer relationship in creation. How do your customers feel? Plan the steps to create and monitor your relationship.

The Customer Relationship.

Improving engagement for growth/action

Analyze engagement

Adjust campaign How’s it going?

Start………………

Developing the customer connection

With active listening, customer/brand connections are strengthened creating loyalty. Brands are challenged to resource this community development by defining their unique voice, aligning with their core values and mission and still have an appropriate voice for each social platform. For instance, connecting on weheartit.com, the brand’s persona is an individual, an authentic, casual, personable voice. On the Facebook brand page, the brand persona is a bit more professional and storytelling-aware as NewsFeed, with embedded photos, videos and links, is an effective way to connect. (The brand tone may be slightly different but core messaging is consistent). On LinkedIN, another message alltogether would be appropriate. Messaging must be aligned with the brand, yet slight voice alterations to fit the social platform. Brands morph with each user-experience, to be relevant and succeed.

Developing the customer relationship.

Where do your existing and potential customers spend their time? You want to be where they are. Are your customers watching television, what shows? What percent tweet while watching? Are they going to clubs? Events? What sites do they visit? What are their favorite brands? Are they reading newspapers/magazines? Use the word-of-mouth multiplier effect (of social and earned media). Are your customers mostly on Facebook? Wechat? Weheartit? Twitter? Vine? Pinterest? Instagram? Snapchat?

It’s a joint effort. WE are all in it together.

17!Andrea Costa BrandingDoneRight@gmail.com 2/2014

Growth of Instagram:

Who? What? Where?

Change is constant. Stay current. Weheartit.com

Who? What? Where? Google trends

Advertising via publicity. Celebrity associations.

Premium jeans on demand: Crowdfunding.

http://kck.st/VxaN0N

Jeans on demand: Crowdsourced/funded.

http://igg.me/at/ryb-denim

Viral advertising for Denham Jeans

http://www.youtube.com/watch?v=IpHU6TkqWjs

Pharrell Williams: A #socialgood teaser! Buy these jeans and help our oceans.

https://www.g-star.com/en_us/rawfortheoceans/

1997 STEVE JOBS

It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us... That chance to make a memory is the essence of BRAND MARKETING.

DENIM data

Top denim brands per country http://denimsandjeans.com/top-denim-brands/index.php?countrynames=USA&Submit=Get+Brand+Names Data on denim imports per country http://www.denimsandjeans.com/reports/search.php

Thank you. http://linkedin.com/in/andreacostadesign

To reach a Consultant: brandingdoneright@gmail.com

Thank you!