ADV3403 Branding Exam 2 Study Guide Fall 2024 PDF

ADV3403 - Branding Exam #2 Study Guide Fall 2024 This study guide includes the key concepts from our assigned readings, case studies, lectures, and classroom discussions that we will draw on for the upc...

ADV3403 - Branding Exam #2 Study Guide Fall 2024 This study guide includes the key concepts from our assigned readings, case studies, lectures, and classroom discussions that we will draw on for the upcoming exam. Much of Exam #2 with come from our textbook Designing Brand Identity (6th Edition), Section 1 – Basics (pp. 1-105). If you have a firm understanding of these concepts you should position yourself to do well on the exam. Week 6 Case studies from Week 6: Southwest Airlines, Vueling Airlines, Peru, Sydney Opera House o Southwest Airlines § Goals: create a new and impactful look, express the hallmarks of Southwest’s culture, unite a fragmented visual system, and attract millennials and business travelers § Keep the elements employees and customers love, just make them a bold, modern expression of our future § Lippincott conducted an investigation of assets, barriers, and benchmarks o Vueling § Goals: envision and name a new brand; create a category-bending, envelope-pushing, new generation airline; design an integrated visual, verbal, and behavioral identity; and delight the customer § Challenge was to reinvent the category and prove that cheap flights didn’t have to mean lower standards of service, comfort, and style § Inspired all customer touchpoints to feel fresh, cosmopolitan, and cool § Voice (tú, not usted) o Peru § Goals: transmit a clear brand promise; increase investments, tourism, and exports; increase demand for products and services; and create a brand identity system § Hand-drawn graphic highlights the human/artisanal qualities § 3 pillars Peru was positioned in: multifaceted, specialized, and captivating § Peru’s big idea was evolution, change, and transformation § “there is a Peru for each individual” o Sydney Opera House § Goals: bring to life the vision that drove the center’s creation; position the performing arts center for its next horizon of growth; unify all experiences, offerings, communications; build brand equity; and communicate that the magic happens inside § Sydney Opera House & Interbrand Australia partnered to revitalize a beand that could prepare and preserve itself for the next generation § Discovery phase included over 50 hrs of immersion, over 30 on-site intercepts, over 20 hrs of social listening, over 100 hrs of desk research, 120 individual interviews, and numerous workshops § Designed sculptural typeface that embodies the form & movement of building itself § Sense of movement and shifting light in a motion toolbox Steps in the 5-step branding process o A deliberate series of steps that involves research, strategy, design, creating touchpoints, and managing the brand o Goal is to leave no stone unturned in the quest for the best solution o 1. Conducting research o 2. Clarifying strategy o 3. Designing identity o 4. Creating touchpoints o 5. Managing assets  Understand why a deliberate branding process can help lead to better solutions o Successful branding efforts depend on a deliberate branding process that actively involves all stakeholders Brand identity (definition) o The collection of brand elements used by a company to single out and distinguish/differentiate their brand § Can impact hundreds of brand touchpoints. Getting those to work together is difficult Characteristics of branding vs marketing (understand what each is good at doing) o Both are critical, and both often disagree on which one is more important o The best brands understand that shorter-term marketing goals and longer-term branding goals are both essential o Marketing is good at driving immediate sales. Shorter-term goals. § Generates an immediate response § Rooted in data § A set of process for creating , communicating, delivering, and exchanging offerings that have value for customers, clients, and partners o Branding is good at building long-term (brand) loyalty. Longer-term goals. § Generates long-term affinity, trust, and a reason to buy § Rooted in emotion § Out collective thoughts, feelings, and perceptions about a company that are built up over time Three primary functions of brands o Navigation § Brands help us choose from a seemingly endless array of options o Reassurance § Branding choices communicate key qualities or values about the product § These qualities help convince us we made the right decision § Logo, packaging, price o Engagement § Brands use distinctive imagery, language, or associations to encourage customers to connect with the brand § Imagery, tone of voice, Six common situations when a business or company would start the branding process Role of company culture and company employees in branding o A strong company culture turns employees into brand advocates who promote the brand at every turn o Benefits of strong culture: attract and keep better employees, better working relationships, increased productivity, happier customers o Long-term success depends on the way employees are inspired to embrace and share in the brand’s culture Stakeholders (definition), managing stakeholders (definition) o Stakeholders: any person with an interest or concern in the outcome of a branding decision § Brand manager, c-suite leadership team, employees, shareholders, customers, etc. o Managing stakeholders: the processes(es) put in place, to maintain productive working relationships with the people who have the most potential influence over your work and your brand Week 7 Case studies from Week 7: Longfu, Laughing Cow, Italicus, Campbell’s Soup o LONGFU § Goals: create a place brand identity that is modern yet distinctive; position LONGFU as a destination of cultural fusion; blend the best of Chinese and international culture in one unique experience; boost the reputation of Beijing on the international stage  § Partnered with brand design firm JWDK to create a new place brand identity for the Longfu Temple, a significant landmark § Geometrically simple, JWDK’s brand identity design incorporates 3 significant Chinese symbols closely linked to LONGFU: a quadrangle, an open door, and a sunmao § LONGU invites friends from around the world to come and experience Chinese culture o Laughing Cow § Goals: continue the tradition of innovation and creativity; bring contemporary art to the broadest audience; epitomize the Lab’Bel, the artistic laboratory of the Bel Group; mark the brand’s 2021 100th anniversary § Lab’Bel was born out of a keen desire to engage the parent company in a broad policy of support for contemporary art § Works with visual artists and actors from the worl of contemporary art that combine humor, impertinence, and the unconventional § Series of collaborations with major contemporary artists, each of whom will design a collector’s edition box Available to thousands of consumers & collectors at the standard retail price in select stores in France and Germany o Italicus § Goals: create a super-premium, quintessentially Italian liqueur brand; disrupt the crowded alcoholic beverage industry; create a distinctive bottle that would stand out at the bar; own the bergamot fruit in the liqueur space § Problem: launch a unique product into a very crowded market on a small budget § Began with analysis of the sector, identification of the white space, and research into which specific cues would trigger a purchase o Campbell’s § Goals: reassert the brand’s iconic status; refine and modernize the packaging; improve the flexibility and functionality of the wordmark; balance consistency and distinctiveness within the portfolio § Connecting people through food they love § Over time, the adoption of generic, industry-standard designs had diluted the brand’s distinctiveness § Stripped out unnecessary swooshes and ribbons and brought back some of the brand’s original swagger and simplicity § Characters are no longer connected, increasing flexibility and legibility — especially in digital environments Brand elements (definition, common types of brand elements) o Definition: the different components of a brand that identify and differentiate it from other similar brands in the market o Can be based on people, places, things, and abstract items o Brand name, logo (brandmark), logotype, symbol, character, spokespeople, slogan, jingle, packaging, signage, URL Why symbols are important in branding (see three ways the human brain processes information) o Symbols are the fastest form of communication known to humankind o Brand awareness (1st step in branding) depends on having a strong visual identity that can be easily recognized and breakthrough the clutter o Characteristics of strong symbols: simple, easy to remember, and immediately recognizable o Symbols/shapes are much easier to process. They have a marketing edge o How our brain processes information: SHAPE, COLOR, AND FORM (TEXT) Brandmarks (definition and different types) o Definition: visual images, elements, or symbols that are used to identify the brand to consumers o Wordmark: freestanding stylized text that is a company name, product name, or acronym § Google, DKNY, etc.  o Letterform mark: one or more letters that act as a mnemonic cue (triggers memory) about the company’s name or a core brand attribute § Tesla, Under Armour. Etc. o Pictorial Mark: a literal image that has been simplified and stylized § Dropbox, Vineyard Vines o Abstract/Symbolic Mark: a symbol that conveys a bigger idea about the brand § Nike Brand signature (definition) o A structured relationship between a logotype, brandmark, and occasionally a tagline or slogan § Also called a “logo lockup” Key benefits of individual brand elements o Logos & Symbols § Good for improving brand recognition, can reinforce almost any type of association, can provoke visual appeal o Characters § Good for improving brand recognition § More useful for non-product related imagery § Often take on human characteristics o Slogans § Good for helping brand recall & brand recognition § Can convey almost any type of association § Can evoke verbal imagery o Jingles § Good for helping brand recall & brand recognition § Can convey almost any type of association § Can evoke imagery from past experiences o Packaging § Good for helping brand recognition § Conveys almost any type of association § Combines verbal and visual appeal Key characteristics of marketing vs branding Week 8 Case studies from Week 8: Mural Arts Philadelphia, Philadelphia Museum of Art, Cooper Hewitt, Smithsonian Natl. Air & Space o Mural Arts Philadelphia § Goals: reposition Mural Arts on the national and global stage; simplify the brand story; showcase the organization’s impact; engage diverse artists and communities; inspire investment in the organization § Part of Anti-Graffiti Network’s effort to eradicate the city’s graffiti crisis § Want to build bridge of connection and understanding in their communities, and stimulate dialogue about critical issues § Began the process of rebranding and repositioning by in-depth interviews of staff, the Board, city partner agencies, and stakeholders § J2 audited all existing communications to identify key issues & areas for improvement § “Art ignites change”. J2 designed an active M that is repurposed, reinterpreted, and reimagined § Primary shift in messaging was from the murals themselves to the impact of the work o Philadelphia Museum of Art § Goals: reignite the museum’s core purpose; increase participation and visitation; engage new audiences; be more visible and accessible; design a dynamic visual identity system § Visitor numbers were flat, and local residents perceived the museum as elitist and inaccessible  § A series of workshops with staff and key stakeholders were conducted to establish how the museum could tell a more compelling story & deliver on its strategic objectives § Starting with a vision to become “Philadelphia’s place for creative play”, the new brand strategy would pit visitors at the heart of every decision § Change to “the art museum”. The museum’s attendance numbers continue to exceed growth projections o Cooper Hewitt § Goals: redefine and transform the visitor experience; advance public understanding of design; reach a broader national and global audience; position the museum as the educational authority on design; redesign the visual brand. Website, and exhibit and signage graphics § The only museum in the U.S. devoted exclusively to historical and contemporary design § Want to shape how people think about the power of design, and, ultimately, its capability to solve real-world problems § New identity is straightforward with no play or visual theoretical complexity. Function is its primary goal § Overarching goal to bring the museum into the 21st century — need to increase exhibition space by 60% and to restore the landmark Andrew Carnegie Mansion § Replaced “National” with “Smithsonian” and eliminated the hyphen in Cooper-Hewitt § Pentagram designed a bold new wordmark & brand architecture system for all physical and digital communications § The signage and environmental graphics program needed to creatively address historical landmark constraints § Interactive tool — “the Pen” which contains a URL to access their present & future curated collection § Transformation has engaged new and broader audiences o Smithsonian National Air and Space Museum § Goals: create a digital ecosystem; reimagine the visitor experience; celebrate the museum’s 40th anniversary; surface stories connected to the collection; and revitalize the website and app § By experiencing more detailed displays and digital technology, visitors will walk away with a deeper understanding of how spaceflight & aviation have affected their lives § New memorable experience and digital ecosystem that allows for a range of dynamic content that could change quickly & be maintained across platforms and departments § Discovery phase included staff interviews across departments, content audits of current platforms, and a review of analytics § Museum approved a 200 sq ft interactive wall experience, and Go Flight, an app and web digital experience designed to allow visitors to quickly access stories and related content about the objects near them or access a predefined tour based on their interest & location. § “Near me” feed that refreshes as you explore the museum § In the first 2 months. The wall was touched over a million times — half a million of which were different objects in 200,000 categories. New website has had over 3M page views Brand essence (definition) o A succinct central theme (or idea or feeling) that captures what the brand aspires to do o The term used to describe the core feeling we have ab out a brand o The “heart and soul” of your brand Understanding of how each brand element contributes to the brand essence (see Coke, Target examples) Brand touchpoints (definition and examples of common brand touchpoints) o Definition: any interaction or exposure a consumer can have with your brand  o Planned vs unplanned brand interactions o Planned: any brand touchpoint where the brand maintains full control of the message § Ex: Otter.ai (voice notes) has full control over the promotional materials on their website, mobile app, etc. o Unplanned: any brand touchpoint where the brand loses some or all control of the message § Ex: an online review of Otter voice notes written by PC Magazine. Otter.ai doesn’t have control over this interaction, Google reviews, etc. Brand architecture (definition, common types of brand architecture organizational structures) o Definition: the hierarchical structure (or relationships) of brands and brand names within a single company o Monolithic: strong single brand § also called a “branded house” § brand extensions use parent company’s name with generic descriptors § e.g. FedEX (FedEx Express, Ground, Logistics, Office, etc.) o Endorsed: individually distinct sub-brands § each sub-brand has a clearly defined market while also leveraging an association with parent brand § ex: Vick’s (NyQuil, Sinex Severe, SuperC, etc.) o Pluralistic: each brand has their own unique name § Also called “house of brands” § A family of distinct well-known brands. Parent brand is often invisible § E.g. P&G (Tampax, Tide, Crest, Bounty, etc.) Compare and contrast 3-step brand architecture approaches from Interbrand vs Siegal+Gale o Interbrand Health (questions when developing brand architecture) § Are you being SELECTIVE about what is market facing? § Is there ALIGNMENT between what you offer and the way people buy your brand? § Does your brand architecture truly reflect your BRAND POSITIONING? o Siegel + Gale (Characteristics of a simple brand architecture) § EMPATHIZE with the customer and what they need to hear § DISTILL down to only the essential information § CLARIFY your message using design and branding tools Brand ideals – What are they? Why are they important? o Definition: a higher purpose beyond the product or service you sell o One tool to help find a single brand voice o Textbook has 9 building blocks doe brand ideals: vision, meaning, coherence, longevity, value, commitment, differentiation, authenticity, and flexibility o Brand ideals are a great place to learn what your client’s business is fundamentally about o Can help inform the brand’s strategic direction o The Big Idea (definition). How is a big idea different than strategy? o Definition: an organizational anchor around which strategy, behavior, actions, and all communications are aligned o Typically, a short statement or sentences o The result of a deliberate process to uncover something truly unique you can say to solve the problem at hand o Distilling everything down to inspire creative/design work o STRATEGY is the organizational direction for the brand, and the BIG IDEA is the organizational anchor for design solutions o STRATEGY is what our brand needs to say (to solve the problem at hand) o BIG IDEA is how we’re going to say it (through the use of design) o A big idea helps design solutions speak with one voice  Responsive design o Definition: a website or logo that can deliver the same brand experience in a variety of different sizes o Logos: signatures & logos are also optimized to work in different sized spaces Naming – Common categories used in naming. Key qualities that go into a good brand name o Founder: named after the founder of the company (Ford, Ben & Jerry’s, etc.) o Descriptive: name that conveys the nature of the business itself (Whole Foods, Petco, etc.) o Metaphor: name that uses a different word or phrase to highlight a unique essence, spirit, or symbol of what the brand represents (Dove, amazon, Tesla, etc.) o Invented (coined): a name that is completely fabricated or made up, a new word (Lego, Swiffer, etc.) o Compound: a name that is a combination of two existing words (SnapChat, PayPal, DoorDash) o Unconventional Spelling: name that is intentionally misspelled (Netflix, lyft, Froot Loops) o Key Qualities of an Effective brand name § Meaningful: communicated something relevant about the brand Twitter, TikTok, Caterpillar § Distinctive: unique, easy to remember, easy to recall Google, Bing, DuckDuckGo § Adaptable: name can grow and change with the brand over time Bell Atlantic Music à Verizon Sound of Music à Best Buy § Modular: has a standard base. Brand extensions can be easily built off the name XBOX à XBOX one, XBOX Game Pass, XBOX Live § Sounds Good (it’s likable): has positive connotations in all potential markets Bolay § Legally available: it’s protectable (locally, nationally, globally). It can be trademarked — the domain is available Budweiser, Coors Week 9 No case studies assigned for week 9 Big data analytics o The process of examining extremely large data sets to uncover valuable business information § Hidden patterns, correlations, market trends, customer preferences § Clients typically partner with leading reaching companies to manage the brand measurement process Brand dashboard o Definition: a reporting tool that uses data visualization to display key brand metrics or KPIs o Displays can be yearly, monthly, weekly, and/or daily Brand tracking o The ongoing research to quantify the effects (or performance) of brand building efforts on conversions and sales § Helps identify which brand building efforts are working, and which are not Metric vs KPI’s. Net promoter score (definition) o Metric definition: a quantifiable measurement that is used to track or evaluate a specific business, branding, or advertising effort o KPIs definition: specific metrics used to demonstrate whether project/assignment is achieving agreed-upon goals o Brand awareness is viewed as the first step in turning leads into customers o Brand awareness is often a KPI Taxonomy (key classifications) of app icons Private labeling vs brand licensing  o Private labeling: powerful marketing strategy to build brand equity that gives customers more reasons to shop at their stores § Private label product line is created and branded by a store, usually a large retail chain § Since it exists in branded environments, private labels can devote less energy to brand recognition and more to great product stories o Brand licensing: strategy for established brand owners to generate revenue from royalties on sales of products bearing their brand’s logo, name, slogan, or other legally protected asset § An opportunity to attract new customers and delight existing brand champions § Licensing can reinforce core brand attributes, promote brand exposure, and reach new consumers The role of certifications in branding