brand design portfolio reachel w. bagley. portfolio directory direct mail message testing brand...
TRANSCRIPT
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Brand Design PortfolioReachel W. Bagley
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Portfolio Directory
Direct Mail Message TestingBrand DesignConsumer Insight ResearchUsability Centered Web Design
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Direct Mail Message Testing
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Hierarchical Values Map
Pro
duct
Att
ribut
esP
rodu
ctB
enef
itsC
usto
mer
Ben
efits
Cus
tom
erV
alue
s
Reducedpaperworkacctg time
Accuratetimely
information
Save moneycut costs
Increasedpurchasing
power
Accessible/helpful support
Cash flowexpense
management
DiscountsFree Stuff
Respond quickly
ProductiveLess time on
acctg
Profitablebottom line
management
Sense of control
Cash flow flexibility
Ability toGrow
Peace of mind
SecuritySelf
esteemMake a
difference
businessservicesnetwork
rewardsprogram
webself service
controlsreports
robustreporting
revolvingcredit
lowinterest
universally accepted
card
businessprotectionservices
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Results
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Brand Design
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Verb
al
Vis
ual
brand name
core
Turn the promise of
e-procurement into productivity.
Historical Brand Design
logoslexiconsupporting
integrate
fast
paperless
controlstreamline
productivity
handsfree
GE CPS
vPayment
Inconsistent messageTechnical:“In the weeds”AbstractEmotionally detached
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Verb
alV
isu
al
brand name
GE ConsumerFinance
vPayment
core
Payment Control
New Brand Design
logoslexicon
payment
accuracy
exact
certain
approval
authorize
supporting
Single Focus: Payment Control
– Assumed• speed• acceptance• productivity• compatibility• enhanced data
– Own one concept in the mind of the consumer
Payment not purchase
Promotes category rather than product
Everything rolls up to payment control
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Positioning
Target Audience Purchasing Agents-medium-sized business
Functional Benefit
Automated Transactions Accurate payments
Personal Benefit Productivity Empowerment/Control
Reason to Believe
GE History Patented technology
Tone Effective achievement Peace of mind
historical revisedCFO’s-large corporationseducation/government
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Usability Centered Web Design
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ProductivityCard.com
•Maximized screen real estate
•“Apply Now” prominence
•Direct login to Productivity Online
•Streamlined benefit communication
http://www.productivitycard.com
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GEBusinessMarketplace.com
Maximized screen real estate“Apply Now” prominence
•Added interactive media
•All information now above screen fold
http://www.gebusinessmarketplace.com
• Significantly reduced use of text
• Minimized content highlights the key options
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GoBinder Screen Real Estate Analysis
•Professional, corporate orientation
•Heavy copy, multiple click paths
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GoBinder Site Redesign• Student
focused
• Single, focused click path
• Quantifiable reasons to believe
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Market Segmentation Profiles
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Sample Profiles
•Marketing to people rather than numbers
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Consumer Insight Research
Visit the link below to view the Range Rover Market Research Studyhttp://www.reachelandrew.com/RangeRover/
Ethnographies were conducted in order to profile customer segments