icp summit - marketing keynote

Global Brand Strategists

Roberto Gomez Jr.

The Cuban

What could you say about milk?

It was white and came in gallons.

People felt they knew all there was to know about it!

THE STORYbehind the industry

In June 1993, the California Milk Processor Board (CMPB) needed to revive sagging

milk consumption in California. A month later, they haired an ad agency to create a

new ad campaign for milk.

They weren't going to turn around a 15-year decline in per capita in one year, but

they believed that at least for certain portions of the population, could flatten it out

and start to move it up. So the CMPB started working with a marketing team at the

agency to create a campaign that became one of the decade's most popular and

critically-acclaimed ad campaigns in print and broadcast.

got milk?

In 1994, California's milk sales increased for the first time in over a

decade, to 755 million gallons from the previous year's 740 million.

Within months, the "got milk?" advertisements became famous.

The tagline, "got milk?" spawned countless imitations wherein "milk"

was exchanged for virtually any product or concept. Everywhere you

looked, publicity-seekers were tagging onto the campaign by

converting the slogan to suit their purposes.

WHY a tag ?

A short statement intended to convey your brand in just a few words

that will be memorable enough that customers remember it later —

giving your business lasting staying power.

You don't have to compete with the giants of advertising to be

effective — it should simply describe your business and work well

with your business.

It can be difficult, but we took this approach:

• Followed it with a message and graphical identification

• It should be memorable

• Didn’t use generic words, clichés, or words that may be hard to read or pronounce

• It should reflect your business personality

• We kept it simple

• It should address the perception of our industry

It can be difficult, but we took this approach:

• Take BORING out of it

• Bring consideration to the design table - A fashionable thing to do

• Global channel of connection

• Followed it with a message and graphical identification

What could you say about concrete polishing?

It’s gray and covers 100s - to -1000s of feet.

People felt they knew all there was to know about it!

Clearly Polished

Clearly

Obviously, self evident, and clean. With the objective to create clarity of reflection on concrete surface. “Refine the surface to a mirror like clear reflection.”

Polished

A professional reflection on the finished product: crisp, clean, well put together. Secondly meaning is what the profession does - create polished concrete.

THE MESSAGEbehind the tagline

“A united industry alliance dedicated to

promoting, strengthening and educating

the business and consumer audience on

the beauty of concrete polishing.”

Taking the tag and message into a visually

appealing identification. That can be used on all

marketing materials to identify the beauty and

untied professionalism of the industry.

A Graphic Identification

Your Tag

a graphical polished look

A unique concrete icon

With history, international recognition and timeless beauty

A united statement

That broadens and accentuates the industry as a solid and tangible leader.

a respected cooperation between industry professionals for a specific

purposes of awareness and eduction.

HOW TOextend the message

Extending the tag and graphical element to

marketing channels from B2B to B2C

Multichannel Marketing

[ R.O.P Advertising ]

[ Print Collateral ]

[ QR Codes ]

web or micro SITESpackaging - POS/POP

best customer MODEL datadirect MARKETING

** (B2B and B2C) Attraction

Traditional

Multichannel Marketing Opportunities

Digital

[ E-mails , Newsletters ]

Your Blueprint

The Cuban

THANK YOU

Roberto Gomez Jr. Global Brand Strategists connect@rgomezjr.me