Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
Welcome Everyone!
Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
Why we are here
Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
How we got hereLinda Byam
Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
Our EvolutionScott Hauman
FINDING DUO-GARD’S BRAND VOICE
Goals
1.How can Duo-Gard build an authentic and purposeful brand
2.How can Duo-Gard leverage a brand in this new, ever-connected economy
What the heck is branding anyways?
Your brand isn’t what you say it is—it’s what they say it is.
70% only know you fairly well or just a little= Awareness and storytelling barriers
Most significant influence on decision to select and engage Duo-Gard
= Ability to customize
70% feel Duo-Gard is a leading innovator in the field of polycarbonate technology
Top Strengths
= Superior Flexibility= Superior Customizable Solutions
Leading Brand Descriptors
= Accommodating (89%)= Forward-thinking (67%)
Duo-Gard Uniqueness and Specialness
= The offer and delivery of customization
The Competition
Duo-Gard | Internal to External Brand Communications Platform
Purpose
Mission
Vision
Trueline
Tagline
5: Tagline (An out-facing expression of your trueline)Forge ahead.
4: Trueline (An internal expression of Duo-Gard’s most compelling differentiator) Unmatched design and performance options that form tailored, integrated building solutions for architects and designers
3: Vision (A bold picture of the future to focus everyone’s efforts on the mission)Spaces in harmony…for every generation.
2: Mission (An over-arching strategy for achieving your purpose)Activate the global architecture, design and building marketplace to embrace and champion innovative sustainable building products
1: Purpose (The fundamental reason Duo-Gard is in business beyond making money)To be a catalyst for inspiring, sustainable building communities
Forge Ahead.™Duo-Gard
Symbolizes:A “call-to-action” for designers, architects and builders to…• Advance• Meet today’s challenges• Collaborate and move forward• “You design it, dream it or
imagine it. We build it.” Reflects:• Skilled expertise• Craftsmanship• Partnership• Innovation• Guts and hard work
Brand Traits and Personality
Avid
Ambitious, passionate, striving
Canny
Keen, clever, imaginative
Adaptable
Flexible, nimble, fitting
Guiding
Beacon, ally, visionary
Forge Ahead.™
The Brand Story
Brand Story Elements
Forge Ahead
Duo-GardGuiding
AdaptableCannyAvid
Spaces in Harmony
The Brand Experience
The Brand Promise
The Brand Reward
Core Brand Stance:The Visionary: A Challenger brand setting out a much higher vision that transcends the category nature.
Key story points:• Forging integration of
new technologies is the key to the realization of sustainable products
• Duo-Gard strives to forge products that redefine the standard for performance
• Creative and innovative engineered solutions can be forged through collaboration
How the brand should look, speak and act
Does this align with the new platform?Does this reflect our new brand personality?Can this pair with the new tagline?Does this signal innovation?
Our Past Our Future
The Duo-Gardian Manifesto
Scott | 5 min.
Product/Vision
Mike & Dave10 min.
Living the Brand
Distribution of Gifts | Led by Julie10 min.
The Duo-Gardian Award
Led by Mike | 5 min.
Closing/Thank You/Toast
Led by Dave