Lucille Gnanasihamany

Feb. 19, 2014

A BRAND FOR TRU

In 10 minutes:

Nike, Kelloggs, Activia, Kitchenaid, GE, Tropicana,Barbie, Billabong, Pampers, Aveeno, Sensodyne, Dove,Aveda, Panasonic, Banana Republic, Fluevog, Orage, BCTransit, GM, Toyota, Apple, Uggs, North Face, Super 8,MacDonalds, Tim Hortons, Canadian Tire, Starbucks,Chapters, Marks Work Wearhouse, Moore’s, SwissChalet, City Furniture, Honda, Milestones, FutureShop,Cineplex, Hyundai, The Bay, WalMart, Michaels,WokBox, Fresh is Best, Home Depot, Sun Peaks,Montanas, SuperStore, LaZBoy, BC Forestry, Petland,Ford, City of Kamloops, Wendys, MSWord, iPhone, TRU

Brands are like People.

Friendly Cute Fast Efficient Modern

Helpful

Friendly Cute Not Fast

Efficient ModernHelpful

Friendly Cute Fast

Efficient ModernHelpful Attentive

?

Interactions

Logo Tagline Programs Courses ServicesAdvertising Name Brochures WebsiteColours Mascot Motto PoliciesPresentations Conversations InternalRelationships External RelationshipsPosters Events News Stories OnlinePresence Awards Videos Emails Forms

Uh oh.

Friendly Cute Fast

Efficient Modern Helpful Attentive

4 benefits is 3 too many.

1

“In order to be irreplaceable one must always be different.” (Coco Chanel)

“Unique Selling Proposition” (Rosser Reeves – 1952)

“Only-ness” (Neumeier – 2006)

1 thing that is:

Distinctive

Meaningful

Credible

University of Waterloo

Ideas Start HereWatch the video: https://www.youtube.com/watch?v=atd2jnY8tiQ

University of Ottawa

Canada’s UniversityWatch the video: https://www.youtube.com/watch?v=iixVcq26zg8

Why is Brand Personality important?

Many-sided personalities

undermine trust.

Singular personalities

build trust.

What is TRU’s

Brand Personality?

The 5 dimensions of Brand Personality

Dr. Jennifer Akers

SINCERE: genuine, down-to-earth, honest,

wholesome, cheerful

EXCITING: daring, carefree, spirited, imaginative,

cutting-edge

COMPETENT: intelligent, reliable, “leaderly”,

knowledgeable

SOPHISTICATED: charming, upscale, exclusive,

stylish

RUGGED: outdoorsy, tough, fearless

SINCERE

EXCITING

COMPETENT

SOPHISTICATED

RUGGED

What do you think?

Who do you think of?

Uh oh.

What kind of SINCERE?

What type of COMPETENT?

Uh oh.

Ah ha!

Brand =

Mental Shorthand

M. Neumeier:

“Brand is a gut feeling about a product, service or

organization.”

“It’s not what you

say it is.”

“It’s what they say

it is.”

And when they say what you say…

The brand wins.

Winning brands are

charismaticbrands.

Charismatic brands =strategy + creativity

left brain + right brain

making sense + making magic

A charismatic TRU brand what we stand for

a singular driving focus

a promise made that we are willing – and able – to fulfill.

1 TRU (today)

INSERT WORDLE

Draft Process12 month timeframe

Draft Process12 month timeframe

Because Distinctive, Meaningful, Credible Impressions are formed from

the inside out, we remind you….

What’s TRU. It’s all TRU

Watch the video: https://www.youtube.com/watch?v=zrNjg5T68EM