Brand Experience

Jamie BowermanRobert Bau/Serv 724

Identityelements

NameColour

Shape

PatternOther

Typography

Icons/Symbols

Wordmark

Ben and Jerrys

chunk style (top)severence (bottom)

Blue•Green•White

Brand touchpoints

Business Correspondence

Financial communications

Employees Products and services

Physical Spaces

Digital/virtual spacesMarketing communications

Sales material

Physical Space and Employees

Product and Services

Product and Services

Brand Tone

Marketing communications

Brand Communications

Brand Communications

Plain Original

Serious Playful

Ignorant Educated

Insincere Sincere

Brand Expression- Semantic Differentials

A

C

I D

C

Actual Identity Real-Life Brand experience, quality, range, customer service.

Conceived Identity Brand image according tousers and non-users.

Ideal IdentityBrand positioning from experts and analysts.

Desired Identity Brand positioning from management

AC2ID Test

Communicated Identity Brand across multiple touch points.

A Actual Identity

Conceived Identity Brand image according tousers and non-users.

“Ben and Jerry, the only men who understand women”

C Conceived Identity

C Communicated Identity

D Desired Identity

C

D

Ben and Jerry’s Ice Cream takes some hard stances on social issues, it may not be clear to consumers what the issues are or what the stance is, though that to may also be helpful.

C

The entirety of Ben and Jerry’s Mission Statement is not fully translated across its packaging design. This too is debateable as to whether it helps or hurts the desired brand image.

I Ideal Identity

Ben and Jerry’s ice cream has some minor gaps between its desired identiy and its communcated and concevied identity. They are mostly minor in nature and outside of further conveying its desired brand onto its packaging Ben and Jer-ry’s Ideal Identity and Desired Identity are working nicely to achieve the “I love Ben and Jerry’s” effect.

Identityelements

NameColour

Shape

OtherTypography

Icons/Symbols

Wordmark

TOMS

trebuchet font

Blue•Black•White

triangle shape on top of shoe

white flat bottoms

Brand touchpoints

Business Correspondence

Financial communications

Employees Products and services

Physical Spaces

Digital/virtual spacesMarketing communications

Sales material

Physical Spaces

Product and Services

Physical Spaces and Employees

Marketing communications

Brand Tone

Plain Original

Serious Playful

Ignorant Educated

Insincere Sincere

Brand Expression- Semantic Differentials

A

C

I D

C

Actual Identity Real-Life Brand experience, quality, range, customer service.

Conceived Identity Brand image according tousers and non-users.

Ideal IdentityBrand positioning from experts and analysts.

Desired Identity Brand positioning from management

AC2ID Test

Communicated Identity Brand across multiple touch points.

Conceived Identity Brand image according tousers and non-users.

A Actual Identity

C Conceived Identity

C Communicated Identity

D Desired Identity

A

C C

Actual Identity

Conceived Identity Communicated Identity TOMS became a “feel good product”for celebrities.This is great for fashion trends but doesn’t help world poverty or 3rd world countries.

All the “giving” focuses around Blake Mycoskie, “chief shoe-giver”. There isn’t alot of room for the average joe in the BOGO mod-el or re-enforcement of the model beyond P.O.P.

TOMS is using fashion trends to sell products like avator glasses with the BOGO model. Unfortua-natley the effects of the model are not very believeable nor do they enforce brand loyality.

A

C

DDesired Identity

Communicated Identity

Actual Identity

The effects of the BOGO model are not well re-enforced nor are they necessarily believeable. There is no way to gage or track the effects of the BOGO model.

Selling sunglasses seems disingenuous without any explaination of the BOGO model or re-enforcement of its effects with the product.

Selling sunglasses and giving shoes has no direct correlation to the BOGO model.

TOMS doesn’t do a great job of explaining the effects of the BOGO model. There is no way to track the progress of the model, or to feel its effects beyond the point of purchase.

Taking this model to avator glasses only makes the brand seem more disingenuous about giving and more interested in selling you things to feel good about at P.O.P. Other companies use this model as well and the truth is people are mostly buying the product because they like them. Feeling good about the BOGO model is a bonus for the consumer.

IIdeal Identity