Archive for the ‘Branding’ Category

Brand Advertising: Campaign “Get a Mac.” by TBWA\Chiat\Day, Los Angeles, for Apple Computers. Originally titled “PC vs Mac” – Visual identity & symbols: The two main actors, Mac logo, white space. – Brand personality: Mac is creative and fun in contrast to Mr. PC who is a stiff “numbers” guy. – Relationship with the audience: [...]

What is a brand? Where does the brand exist? What is a corporate brand? Is that different from a product brand? Or a financial service brand? Almost everyone has an idea, an informal definition of a “brand” floating around inside their heads. You probably do as well. But it is surprisingly rare to find a [...]

How to create a brand character. This branding technique is similar to the > create a character advertising technique. The difference here is that a brand character must represent the brand’s personality, relationship with the audience, and visual symbols. An illustrated character, the Michelin Tire Man, is the world’s oldest known brand character. And that [...]

Brand image consists of a set of visuals, icons and symbols that identify and characterize the brand. Those symbols can include: – Color scheme – Logo – Uniforms – Signage – Typography – The layout and look of print, TV, and other media – Ambient interior icons: A fresh-daily bowl of apples in every office [...]

The Gecko for Geico Insurance, USA. The TV campaign featuring this little amphibian focuses on his relationship with the audience: He saves you money. A vital aspect of corporate branding is building relationships, strong and lasting relationships with relevant target audiences. So while you define a visual identity, and create a distinctive personality for the [...]

The Nike brand has historically reflected the personality of athletes, beginning with American distance runner Steve Prefontaine of the University of Oregon. Companies have personalities. Some companies, especially small companies, reflect the personality of the owner, the founder, or the CEO. The same can be true of larger companies, although very large companies tend to [...]

How to create and characterize a world class corporate brand, for companies small to large, B2C or B2B. To build a corporate brand there are three things you will need to define or create: 1) The brand’s personality. 2) The corporate brand’s relationships with relevant target audiences. 3) The brand’s image or identity, including the [...]

Positioning, along with branding and direct response, is one of the three types of strategic communications. How you position your brand, product, or company might be the most important aspect of a marketing communications plan. Brand positioning, as well as product or service positioning, can be expressed in many ways, from a simple slogan to [...]

Branding is one of the three types of strategic communications, along with direct response and positioning. This chapter of AdCracker is about branding for creative people – for writers, art directors, marketing managers and small business owners who bring brands to life in print, TV, or Websites. This is branding from the creative point of [...]