Brand Identity Project

Zon PetillaFull Sail

Why the Name

• Catchy• Arbitrary• High potential Multi-Market Appeal • Is Trademarkable• Protectable by USPTO.gov

Back Story Cont.

• Diane’s Idea for a Brand “NeoGlow”• Which means “new glow”• Vehicle for Creators to Break In• People’s initial reaction positive

From: Pursuing Strong Brand

• NeoGlow is a Fanciful Trademark• “Fanciful marks are invented or coined words.

Some of the most powerful brands are coined terms, for example: KODAK for film, XEROX for photocopiers and VIAGRA for pharmaceuticals.” (Pg 2)

• NeoGlow for Entertainment

Weaknesses

• Unknown Brand• Does not convey meaning

The Logo and Trademark

• Fanciful Letter and Word Form Logo• Multi-use…• (i.e. Logo, Business Cards, Stickers, Letter

Head, Etc)• Simple Three Color Design• Attempts to Communicate Fun with

Professionalism

FableVision

• Fanciful Letter Form Logo• Reflects small company• Reflects two goals: Entertainment/Education• Love Circular Bumper Sticker Design • Love logos communication of purpose below

logos

Nickelodeon

• Fanciful Word Form Logo• Went through two major changes• http://www.youtube.com/watch?v=YPyhnVD4

PJg• In 2010 the changed the major logo• Miss simplicity of Splatter Design• Love the new mark now connects two three

branches of their entire brand.

Changes to be made to NeoGlow logo

• Things learned from studying logos…• Add mantra to logo• Develop two second label NewGlow

Edutainment

Ideal Management Guidelines

• Based on Ries (2009, March 6)…

①Opportunity is Perception②Opportunity is "different" products③Opportunity lies in "credentials"

Idea Corporate Environment

• A literal playground where kids and adults interact, learn, and develop

• Family Oriented• Appropriate Behavior will be reinforced• Separate offices to reflect• Various places to conduct research and

development

Ideal Corporate Culture

CreativeKindIntelligent

BelievesSupportsFeedback

UsesSupportsImplements

BuysFeedback

EnjoysFeedback

IdealGroup Member

IdealInvestor

IdealEducator

IdealParent

IdealKid

Ideal Corporate Training• Based on Wimba Brand Session…• Optional Movie Night• Peer Observations• Mandatory Counseling Services• Mandatory Hug day• Mandatory Weekly Research and Blogging • Individual Fiancé Counseling• Various Game Tournaments • One on One Work Environment Feedback• One on One Staff Development Meetings• Outside Interest Development meetings• Departmental Staff Development Meetings• Optional Promotion Competitions• Monthly Bring Your Kids to Work Day• Group Vacation Planning

Mantra as Mission Statement

• “Feel, Develop, Grow”• Feel_ Create a positive emotional response

• Develop_ Make projects and products for people

• Grow_ Help people achieve more through learning

• Incorporates direction, focus, policy, meaning, challenge, and passion

• Follows Kawasaki Art of Starts Advice

Communicate Mantra

• Within the Group• Community Outreach• Through Projects and Products• Through word of mouth

Competitors Mission Statement

• Scholastic (Local Market Competitor)• Cablevision (Role-Model Competitor)

• How ours it different or unique compared to these competitors?

• Let look as these companies mission statements…

Mantra Difference

• Mantra focus on a consumer feeling not on a consumer product category

“Feel, Develop, Grow”

• Mantra as Tagline• Imperative begs people to feel positive

feelings to brand.• Focus on a consumer feeling not on a

consumer product category

References

• Kawasaki, G (2007, Nov 16) Creating Mantra not Mission from the (2004) Art of Start retrieved from http://www.youtube.com/watch?v=jT7xlFTinIw

• Hoosear, J. and Evans J. (2008) Pursuing Strong Brand from Brands in the Boardroom Key branding issues for senior executives’ A supplement to Intellectual Asset Management magazinewww.iam-magazine.com

• Ries, Luara (2009, March 6) How Left-Brain Management got us into this Recession Retrieved from http://ries.typepad.com/ries_blog/2009/03/how-leftbrain-management-got-us-into-this-recession.html