IP Brochure Web 0713

8/13/2019 IP Brochure Web 0713

1/17

Believe:Innovation changes our expectations

of an industry. Such change is often

disruptive, which means that the

communication of a new idea must

be clear, unique and delivered

in a way audiences can easily

comprehend and celebrate.

Groundbreaking ideas take time

and talent to create, but they live

and die by the clarity with which

they are communicated. That is

why the orchestration of brand

voice and visuals is now a

fundamental tenet of successful

global business strategy.

Innovation Protocol has built

the proprietary process for the

definition and communication

of innovative ideas. Our

methodology is called Strategic

Brand Development, and we

are the protocol for brands

that innovate.


2/17

03 Do & Know

04 Philosophy

05 Dont

06 Why Your Audience Should Believe in You

07 The Services of Innovation Protocol

08 Discovery

09 Brand Platform

10 Brand Architecture

The entire Innovation Protocol

team prepared the document

you are holding.

We hope you:

See a new way of thinking.

Feel empowered.

Practice what you learn.

Share what you come

to understand.

Contents

About The Authors

InnovationProtocol.

Innovation Protocol. All Rights Rese

11 Brand Naming

12 Visual Expression

13 Brand Execution

14 Brand Alignment

15 Brand Extension

16 How We Work

17 Philanthropy & Our Earth

Conscious Promise


3/17

Abstract branding practices are dangerous.

Emotion and subjectivity influence hasty

brainstorms that can hazardously and impulsively

define an organizations present and future.

Our processes are deeply rooted in the business

strategies they support they are informed by

research and strategic insights that guide tangible

recommendations. The result: Revolutionary yet

grounded solutions to the most sophisticated

brand challenges.

03

Know:Brands are highly valued business assets both on the

balance sheet and in the minds of those in the market.

Our approach actively involves our clients leadership,

invigorates their partners and empowers staff to be

a part of the brands development, before we bring

the story to market. This requires a profound

understanding of all parties both inside and outside

the organization: Customer needs, leadership desires,

advocate interests, analyst expectations, partner

priorities and employee dogma.

Our relentless examinations draw forth from under

recognized truths about our clients and lay the

foundation for brand stories that the world can

truly believe.


4/17

Strategic Brand Development isthe foundation from which all

effective brand communicationsshould originate.

Philosophy:


5/17

Dont communicate until you know exactly

who you are and why you matter.

First, build a brand strategy from which all

facets of your communications can grow

consistently and with character.

Then, tell the world.

05

Dont advertise.Dont market.

Dont publicize.


6/17

BRANDING defines exactly

why an audience should

trust and remember your

advertising, marketing

and public relations.

It answers the questions of who

you are, why you matter, what

makes you different, what you

stand for and why an audience

should never forget why they

believe in you.

Heres whyan audience

should neverforget why they

believe in you.

ADVERTISINGinfluences

an audience through brief,

repeated communication.

Think TV commercials or

billboards on the highway.

MARKETING influences an

audience through direct,

detailed communication.

Think brochures or websites.

PUBLIC RELATIONS influenc

an audience through trust

third parties.

Think press releases or spee

to industry experts.


7/17

The Services

of InnovationProtocol

1 2 3 4

The comprehensiveimmersion into every facet

of a brands business.

The brand messagingsystem from which all

other components of

a brand are built.

The formation of a brandsportfolio of offerings.

The shorthand methodfor verbal and written

identication of a brand.

Discovery

Brand

Platform

Brand

Architecture

Brand

Naming

5 6 7 8

The visual assets thatcommunicate a

brands personality

and perspective.

The implementation ofa brand strategy through

communication devices

across multiple channels.

The union of employees,investors, advocates and

other internal stakeholders

around a common set

of practices that informs

how they communicate

on behalf of a brand.

All components of a brand strategy must begin from a common

ground and work together as an integrated whole.

Whether applied to regional start-ups, national non-profits or

global conglomerates, the following services strategically address

each stage of a brands development in order to minimize risk

and maximize audience appeal.

The identicatanalysis of ma

opportunities t

new brand offe

Visual

Expression

Brand

Execution

Brand

Alignment

Brand

Extensio

07


8/17

Secondary Research

Primary Research Focus Groups /

Interviews

Industry

Audit

Competit ive

Audit

Indirect

Competit ion

Direct

Competit ion

Communication

Audit

Identity

Presentation

Print

Web

Employees

Investors

Board of Directors

Customers

C-Level Executives

Management

Existing

Potential

Past

Marketing

Communications

Sales

Retail

Discovery

1.2 1.3 1.4

Understand your competitive

market position.

Know what influences your

brands perception, both internally

and externally.

Feel confident that recommendatio

made from this point forward are

informed by a comprehensive

understanding of your brands busin

Upon completion of this stage you will

This phase leverages unique, well practiced research

methods that are specifically designed for Strategic

Brand Development. Our programs include direct

and indirect competitor audits, industry analysis, and

identification of the most impactful methods to gain

exposure to target audiences. The Innovation Protocol

Discovery process remains one of the most intense

research practices in the industry and is a prerequisite

for all other services.

Such extensive pre-work enables the Innovation

Protocol team to objectively assess a brands true

state before offering advice. Our team members can

then conribute as highly informed third parties, whose

interactions are more productive through their rich

understanding of the business.

This practice results in an unbiased, broad understanding

of a brand and its unique market opportunities. Its why

Discovery has been the basis of our services since the

founding of Innovation Protocol.

1.1

Step 1

Discovery/ Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension

08

2 1 2 3 2 42 2


9/17

BrandPlatform

At the heart of the Brand Platform is positioning the

story and tone that collectively reflect a brands unique

place in the market.

Additional Brand Platform elements include mission

and vision statements, brand personification and

the articulation of permanent core values. In short,

this stage establishes how the brand should be

communicated, both internally and externally.

The Brand Platform inspires synchronous communication

and ensures a strong, consistent and memorable

brand experience.

2.1

Brand Positioning

Brand Pillars

Brand Attr ibutes

Personality Traits

Mission

Vision

Summary

Statement

Tagline

External

Internal

Brand Messaging

2.3 2.42.2

Who your brand is.

Why your brand matters.

Why your brand is different.

Why your audience should

believe in your brand.


be able to communicate:

Discovery / Brand Platform/ Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension

09


10/17

Brand Architecture distinguishes and clarifies a

brands products and services, while defining how

these components ultimately relate to one another.

It ensures that audiences can easily find, recall and

differentiate a brands offerings.

In this phase, offerings will be assessed, positioned and

branded based on organization- and industry-specific

factors. Considerations may include cross-product

ingredients that should be leveraged for audience

benefit, as well as brand integration models

for acquisitions.

Brand Architecture also helps manage changes

that will undoubtedly occur within any business. It

addresses such questions as how to migrate audiences

from one offering to the next and how to position a

new sub-brand so audiences understand its unique

value and association with the master brand.

Through proprietary, customized Brand Architecture

management models, Innovation Protocol enables

organizations to maintain portfolios of branded

offerings in an efficient and integrated manner.

Brand

Architecture

3.1

Portfolio

Strategy

Portfolio Management

Sub-Branding

Endorsed Brand

Co-Branding

Independent Brand

Platform Brand

Common Element Brand

Research Metrics

Visual Identity

Architecture

Information

Architecture

Architecture

Training

Implementation

Worksessions

Ingredient Branding

Architecture

Audits

Competit ive Audit

Current Portfolio Mapping

Direct

Indirect

3.2 3.3 3.4

What your brand offers.

Why each offering matters.

How each offering is unique

and related.

Why your audience can believe

that each offering should only

come from your brand.


be able to communicate:

Discovery / Brand Platform / Brand Architecture/ Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension

10

4 1 4 2 4 3 4 4


11/17

The most effective brand names succinctly reflect

an aspect of a brands story in a distinctive and

memorable manner. Despite their apparent simplicity,

names are very hard to create, and require extensiveexposure before they become loved. BMW, Apple,

Dell and Accenture have each lived as brand giants,

yet each of these names exemplifies completely

different naming approaches:

Brand

Naming

Because the Brand Naming process at Innovation

Protocol is as robust as our other services, it requires

the same level of competitive analysis, audience

assessment, market positioning and industry

command. Our procedure eliminates emotional and

personal naming preferences to focus on objective

measures such as long-term value, clarity, association,

trademark security and audience acceptance.

Testing is the final, critical phase of the Brand Naming

process. It ensures that a name can be translated,

appreciated, trademarked and easily pronounced

by audiences.

4.1 4.2

BMW:Acronym Name(BMW stands for Bayerische Motoren Werke

[Bavarian Motor Works].)

Apple:Abstract Name(Apple was inspired by the apple which

fell on Newtons head and is meant to

connote knowledge.)

Dell:Founder Name(Michael Dell founded the company while

making computers in his dorm room.)

Accenture:Fabricated Name(Accenture combines the phrase Accent

on the Future.)

TestingName Development

International

Relevancy

Trademark

Audit

Contextual

Testing

Web Audit

Program

Planning

Worksessions

Naming

Criteria

Naming

Strategy

Long List

Short List

Final List

Legal Counsel Support

Domain Acquisit ion

Web

Print

Voice

Trademark Pursuit

Translation

Regionalization

Globalization

4.3 4.4 4.5

What your brands are called.

Why each brand name is appropria

What each brand name means.

Upon completion of this stage you

will know:

Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension

11

5 1 5 2 5 3 5 4 5 5


12/17

Visual

Expression

Integrated visual systems reinforce a brands identity

by design, while delivering relevant visual cues to aid in

recognition and recall. Through extensive, client-involved

worksessions, the Innovation Protocol creative teambuilds graphic systems that help audiences quickly

recognize the visual character of a brand.

In this phase, fonts, photography style, color schemes,

shapes and icons are developed t o complete a brands

visual system. The brands logo is then prepared as a

brief visual signature, informed directly by the brands

design language.

This phase provides or ganizations with durable,

differentiated visual assets to produce efficient

and consistent branded communication tools.

5.1

Worksessions

Themeboards

Image Collection Image Treatment

Colors

Fonts

Design Elements

Execut

Mock-

Identity

Explorations

Research

Audience

Touchpoint Audit

Competit ive

Visual Audit

Visual System

Industry Audit

Design

Logo

5.2 5.3 5.4 5.5

Visually differentiate your brand.

Consistently communicate your

brands visual system.

Inform a brand experience

across a variety of touchpoints.


be able to:

Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression/ Brand Execution / Brand Alignment / Brand Extension

12

6.1 6.2


13/17

Brand

Execution

A brand lives day-to-day in devices such as sales

presentations, product packaging and digital media.

The strategic synthesis of these efforts enables a brand

to easily defend its competitive position, improvesaudience awareness and retains customer preference.

The Innovation Protocol team authors brand messaging

by using the Brand Platform elements as a foundation

for language and tone, then builds communication tools

that leverage the design systems developed in the Visual

Expression phase.

Brand Experience

Corporate Identity

Tradeshows

Website

Marketing Tools

Corporate Brochure

Product Brochure

Templates

Sales Sheets

Direct Mailers

Extranet

Intranet

Packaging

Environmental Design

Multimedia

Point of Purchase

Business Cards

Letterhead

Envelopes

Graphics

Booth

Collateral

6.1 6.2

Present a unified brand experience

Leverage branded communication

devices to reinforce your brand

value to each audience.

Communicate your brand story

through tools that are optimal for

your industry, market and customer


be able to:

Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution/ Brand Alignment / Brand Extension

13

7.1 7.2 7.3


14/17

Brand

Alignment

Brands must be developed with internal audience

advocacy as a priority. These key stakeholders

ultimately sell the brands offerings, help recruit its

employees, promote it in the media and espouseits reason to be believed.

Innovation Protocol provides the tools, guidelines and

training expertise required to unite internal audiences

around a brand strategy. Our practices ensure that

the success of a brand is everyones responsibility,

not just the marketing team.

Brand Alignment programs range from face-to-face

seminars delivered to staff, agency and partner

constituents to fundamental media training for

executives engaged in public speaking on behalf

of the brand.

Brand Ambassador

Training

Worksessions

Brand Guidelines

Verbal Brand

Guidelines

Visual Brand

Guidelines

Executive Training

Presentation Delivery

Brand Messaging

De-Posit ioning

the Competit ion

Selling in a

Branded Way

Train the Trainer

Brand Tools

Brand Equity Surveys

Marketing Training

Sales Training

Brand Management

Protect your brand from

internal misunderstanding.

Ensure stakeholders know and

believe your brand story.

Empower internal audiences to

leverage and promote your brand

consistently as a team.


be able to:


14

8.1 8.2 8.3 8.4 8.5 8.6 8.7


15/17

Brand

Extension


The Innovation Protocol strategy team identifies

and evaluates opportunities to extend an established

brand into new markets without compromising its

current equities. Our process ensures the delivery

of prospects that provide new mind share while

simultaneously reinforcing brand strength.

The Innovation Protocol Brand Extension process

filters prospective extensions through market viability

analysis and audience desire studies to ensure

brand cohesion.

15

Research Identification of

Key Audiences

Product

Brainstorm

Product

Screen

Interviews

Brand Attr ibute

Audience Alignment

Key Audience

Segmentation

Equity Audit

Collateral

Category

Explorations

Product

Explorations

Brand

Alignment Filter

Market

Demand Filter

Viability

Score

Extension Opportunity

Definit ion

Portfolio

Complement

Competit ion

Licensing

Prevalence

Distr ibution

Channels

Sub-Brand

Strategy

Identity

Messaging

Product

Development

Co-Branding

LicensingExtension

Guidelines

Protect your brand from overextens

Predict competitive actions in

evolving markets.

Identify, rationalize and pursue new

brand opportunities.

Project a reinforced brand identity

while growing market share.


be able to:


16/17

Innovation Protocols infrastructure is built to support

the innovators we serve. Our team is dynamic and

unique to our industry, with talent ranging from seasoned

management consultants and analytical minds to

creative artists and boundless strategic thinkers.

The construction of our office space is customized to

heighten team interaction and creativity while also

enabling unparalleled client-oriented service.

Innovation Protocol is dedicated to providing secure

and accessible communication to each of our clients.

We employ email-based fax systems, globally accessible

web-hosted corporate email, remote-hosted company-

wide file sharing and a triple-secured client extranet.

Each of these benefits ensures t imely response to

client requests.

16


17/17

We do what we can, where we can, to

operate as a sustainable business. Every

bulb in our office is compact fluorescent.

Clients are provided digital documents

whenever appropriate. Employees

are reimbursed for using alternative

transportation. Office furniture, building

materials and paper used at Innovation

Protocol (including the pages of this

brochure) are made of recycled

or renewable resources.

Our EarthConsciousPromise

Innovation Protocol proudly and

regularly offers its services to not-for-profit

organizations. Our employment contracts

state that each of our employees must

dedicate 10% of his or her work day to

a non-profit project.

In its first five years of business, Innovation

Protocol delivered over $1 million in no-fee

services to non-profit partners worldwide.

Beyond altruism, we enthusiastically

engage with non-profits because we

believe that they are the most challenging

and rewarding brand development

programs in the business.

Philanthropy

Think With Us

To learn more about

Strategic Brand Development,

please contact us:

info @ InnovationProtocol.com

17
mailto:info%40innovationprotocol.com?subject=mailto:info%40innovationprotocol.com?subject=mailto:info%40innovationprotocol.com?subject=

IP Brochure Web 0713

Documents

Transcript of IP Brochure Web 0713