branding and communications

23
Links to Learning

Upload: icablearning

Post on 05-Dec-2014

166 views

Category:

Business


0 download

DESCRIPTION

Introduction Branding and Communications - what they are Taking a brand to pieces - BP - branding exercise What’s it all for? Who can make a difference to you What is communications? “Effective communication motivates people and helps you to accomplish your goals.” What is communications? Your Audience Your Goals Your Messages What is communications? What is a brand? • The association between a person, organization or product and the end result.

TRANSCRIPT

Page 1: Branding and Communications

Link

s to

Lea

rnin

g

Page 2: Branding and Communications

Overview• Introduction• Branding and Communications - what they are• Taking a brand to pieces - BP - branding exercise• What’s it all for?• Who can make a difference to you• Summary

Page 3: Branding and Communications

Introduction• This morning• Who’s here?• Action sheets.

Page 4: Branding and Communications

What is communications?

“Effective communication motivates people and helps you to accomplish your goals.”

Page 5: Branding and Communications

Your GoalsYour

Audience

Your Messages

What is communications?

Page 6: Branding and Communications

What is communications?

Page 7: Branding and Communications

What is a brand?• The association between a person, organization or

product and the end result.

Page 8: Branding and Communications

For Example...

Page 9: Branding and Communications

Find the End Result... • Reality:• Cramped• Wet and cold• Sweaty• Hard work• Bug bites, sore saddles• Hungry

• Brand:• Adventure• Return to your youth;

what’s important• Feeling good about

Yourself• Friendship

Page 10: Branding and Communications

Take Another LookI’m going to die.I’m going to die.I’m going to die.

Page 11: Branding and Communications

Taking a brand to pieces

Page 12: Branding and Communications

• Old BP logo used from 1979 until 2000

• Corporate, conservative

• Needed to change to keep in touch with changing demographics

Page 13: Branding and Communications

Taking a brand to pieces

Page 14: Branding and Communications

• As far away from gas as possible, more like a face care logo.

• More feminine, use of sans-serif font makes it more modern and understated.

• A big shift in brand appearance.

Page 15: Branding and Communications

• “The initial glow of the BP brand mark has shown signs of wear as critics charge that the brand is not meeting its own challenge to adhere to environmental and safety goals. ...the Wall Street Journal speculates, that ranking will slip (WSJ, 16 June 2006).

• A company’s identity and position statement cannot be simply pasted on to inconsistent actions.”

Honesty

Page 16: Branding and Communications
Page 17: Branding and Communications

Vectors

Edgy Status Quo

Professional

Casual

1 10

1

10

Page 18: Branding and Communications

Your turn!

Edgy Status Quo

Professional

Casual

1 10

1

10

Page 19: Branding and Communications

Vectors

Edgy Status Quo

Professional

Casual

1 10

1

10

UtilizeUse

Make Manufacture

Page 20: Branding and Communications

What’s it all for?• What’s the point?• What happens if you don’t do it?• How do you decide what to focus upon?

Page 21: Branding and Communications

Who can make a difference?• Who influences your organization?• What do you want them to do?• How do you prioritize?• ‘Tools’• Feedback, consistency, adapting.

Page 22: Branding and Communications

Summary• Introduction• Branding and Communications• What they are

• Taking a brand to pieces - BP - branding exercise• What’s it all for?• Who can make a difference to you• Summary.

Page 23: Branding and Communications

Thank YouRichard Truman

[email protected]