Some reading I found helpful regarding brand architecture and strategy for those interested.
Approaches to Brand Architecture:
http://merriamassociates.com/2009/09/approaches-to-brand-architecture/
Brand Architecture: Strategic Considerations:
http://merriamassociates.com/2009/09/brand-architecture-strategic-considerations/
Wikipedia Brand Architecture:
http://en.wikipedia.org/wiki/Brand_architecture
Three key levels of branding:
"Corporate brand, umbrella brand, and family brand - Examples include Virgin Group and Heinz. These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties. These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains.
"Endorsed brands, and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand - which may be a corporate brand, anumbrella brand, or a family brand - as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers.
"Individual product brand - For example, Procter & Gamble’s Pampers or Unilever's Dove. The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, will know the producer by its company name."
ALSO...I like what these guys did:
http://www.intermediatms.com/work/bc/
See you soon!
P.S. Did you know? Harley Davidson made a terrible marketing blunder when they tried to use their brand to sell wine coolers. Yeah. Duh. It’s going to get all over your leather jacket and beard while you're cruising around on your hog, drunkenly evading the police.
Thursday, February 2, 2012
Thursday, January 26, 2012
01.26.12 Meeting Follow-up
Welcome. Bienvenidos. Wazzup.
Now we have a blog! Here are my notes from the meeting we just had.
SOA includes Music, Dance, Theater, AVC
Create overarching brand for SOA, as well as individual branding for each school that falls under the umbrella of the SOA brand, which needs to exist within the boundaries of the UVU brand, although we have some leeway with that for now.
Used for next 5-8 years.
Ideally, we present 3 options to each school for approval.
Music currently weakest brand.
(How do you effectively advertise for audio art without sound? It's hard to tell if someone is playing well from looking at a photo. Could a visualizer-style template be made for musical performances?)
Each school has a unique feel, and even different projects within the same school have individual styles/moods. This versatility should be accounted for while designing.
Due diligence: Identify, reach, and attract an audience.
Fill seats. Research who you are contacting.
Competitors: BYU, U of U (missed one?)
Current audience is half relatives.
Other 50% (goal of making that 80-85%) is our target demographic. Nearby but off-campus, married, extremely conservative, 45-65, upper middle class, 2+ children.
Some material, esp theater, viewed as too edgy.
11 impressions per action, 18 per habit. Some content is meant to just attract attention rather than strictly give information.
Mom bloggers potential ad outlet. Personalized invites to events?
Poster are practically useless on campus. Mall kiosk generates large # of impressions.
Tyrone - possible hellboard (?) documenting every brand touchpoint.
Mailing list of 87,000 UVU grads in Provo/SLC area.
Deliverables include wide variety of aspect ratios. Posters, digital signage, table tents, web media slides, newspaper ads, magazine ads, programs/playbills, billboards, etc. These designs should be easily tweaked to fit different sizes.
Archive of all work available in GT 603. Should be made available online (?)
Brad available in dean's outer office.
Consider potential approaches, propose a production schedule.
Ray - Is there a way to measure the effectiveness of radically different marketing approaches? Consider finding a way to demonstrate what generates the most attendance. What would an effective, risk-free experiment be? Think of alternative marketing methods and ways of determining which attracts who.
That's most of it, feel free to add/edit. Go Team SOA Branding!
Now we have a blog! Here are my notes from the meeting we just had.
SOA includes Music, Dance, Theater, AVC
Create overarching brand for SOA, as well as individual branding for each school that falls under the umbrella of the SOA brand, which needs to exist within the boundaries of the UVU brand, although we have some leeway with that for now.
Used for next 5-8 years.
Ideally, we present 3 options to each school for approval.
Music currently weakest brand.
(How do you effectively advertise for audio art without sound? It's hard to tell if someone is playing well from looking at a photo. Could a visualizer-style template be made for musical performances?)
Each school has a unique feel, and even different projects within the same school have individual styles/moods. This versatility should be accounted for while designing.
Due diligence: Identify, reach, and attract an audience.
Fill seats. Research who you are contacting.
Competitors: BYU, U of U (missed one?)
Current audience is half relatives.
Other 50% (goal of making that 80-85%) is our target demographic. Nearby but off-campus, married, extremely conservative, 45-65, upper middle class, 2+ children.
Some material, esp theater, viewed as too edgy.
11 impressions per action, 18 per habit. Some content is meant to just attract attention rather than strictly give information.
Mom bloggers potential ad outlet. Personalized invites to events?
Poster are practically useless on campus. Mall kiosk generates large # of impressions.
Tyrone - possible hellboard (?) documenting every brand touchpoint.
Mailing list of 87,000 UVU grads in Provo/SLC area.
Deliverables include wide variety of aspect ratios. Posters, digital signage, table tents, web media slides, newspaper ads, magazine ads, programs/playbills, billboards, etc. These designs should be easily tweaked to fit different sizes.
Archive of all work available in GT 603. Should be made available online (?)
Brad available in dean's outer office.
Consider potential approaches, propose a production schedule.
Ray - Is there a way to measure the effectiveness of radically different marketing approaches? Consider finding a way to demonstrate what generates the most attendance. What would an effective, risk-free experiment be? Think of alternative marketing methods and ways of determining which attracts who.
That's most of it, feel free to add/edit. Go Team SOA Branding!
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