BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea...
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Transcript of BRANDING — Fashion Institute of Technology Denim Project Presentation — Feb 2014 — Andrea...
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Andrea Costa [email protected] 2/2014
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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.
Andrea Costa [email protected] 2/2014
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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.
Andrea Costa [email protected] 2/2014
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2014
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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Andrea Costa [email protected] 2/2014
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Most Valuable Brands #1 Apple
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Andrea Costa [email protected] 2/2014
Source: Business Insider 2/18/2014
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Most Valuable Brands #2 Samsung
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Source: Business Insider 2/18/2014
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Most Valuable Brands #3 Google
. Source: Business Insider 2/28/2014
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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 [email protected]
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Color palettes
colourlovers.com kuler.com
Andrea Costa [email protected] 2/2014
Some useful resources:
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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
Andrea Costa [email protected] 2/2014
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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 [email protected] 2/2014
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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.
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The Customer Relationship.
Improving engagement for growth/action
Analyze engagement
Adjust campaign How’s it going?
Start………………
13! Andrea Costa [email protected] 2/2014
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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.
14! Andrea Costa [email protected] 2/2014
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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?
15! Andrea Costa [email protected] 2/2014
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It’s a joint effort. WE are all in it together.
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18!Andrea Costa [email protected] 2/2014
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23!Andrea Costa [email protected] 2/2014
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24!Andrea Costa [email protected] 2/2014
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25!Andrea Costa [email protected] 2/2014
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26!Andrea Costa [email protected] 2/2014
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Premium jeans on demand: Crowdfunding.
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http://kck.st/VxaN0N
Andrea Costa [email protected] 2/2014
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Jeans on demand: Crowdsourced/funded.
28!
http://igg.me/at/ryb-denim
Andrea Costa [email protected] 2/2014
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29!
Viral advertising for Denham Jeans
http://www.youtube.com/watch?v=IpHU6TkqWjs
Andrea Costa [email protected] 2/2014
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Pharrell Williams: A #socialgood teaser! Buy these jeans and help our oceans.
https://www.g-star.com/en_us/rawfortheoceans/
30!Andrea Costa [email protected] 2/2014
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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.
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DENIM data
32!
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
Andrea Costa [email protected] 2/2014