carla aldrich- bsb-brand idenity
DESCRIPTION
BSB Brand Identity ProjectTRANSCRIPT
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BUSINESS STORYTELLING & BRAND DEVELOPMENT
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BRAND NAMEAll Music TV (AMT)Name represents the focus of the brand, to
incorporate all genres of music into the channels programming.
Strengths- Universal appeal, simplistic & consumer has idea about programming based on brand name alone.
Concerns- AMT may be confused with CMT or MTV, consumers may think AMT is part of MTV Networks.
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BRAND NAMEUSPTO.gov- One All Music Entertainment
Company, currently in use. No All Music TV or television companies that feature the entire title of brand.
Category; Descriptive- “Describes the product or some characteristic of the product”. (Pursuing Strong Brand)
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LOGODescription- AMT logo will represent unity,
similar to that in the image below, but in black. Representing the diversity of the channel, that music unifies all of us & that we are all equals.
AMT letters will be placed over top the unity symbol in the middle, in bold red letterform.
The Logo will be encompassed in a horizontal dark blue box.
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COMPETITOR LOGOS
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OLYMPICS LOGO
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CORPORATE CULTURECreating a professional, fun, positive family
like team of creative individuals, each bringing their own unique skills and attributes to the company, who all not only have a passion for music, but in turn will be able to convey their passion through All Music TV to other music lovers, the consumers.
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CORPORATE CULTURE Carry out objectives through; During hiring process Teamwork Weekly-bi-weekly meetings Staying abreast of current trends & industry news Creating “family” environment Saying connected with consumers Maintaining positivity Rewarding staff for achievements
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Company MantraMantra- Enriching the lives of others through
music
Mantra is a reminder to team members of why we do what we do, keep them focused & motivated. As well as, to let consumers know why we do what we do, that All Music TV is their music TV and always on for them when they want it.
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Viacom’s Mantra Viacom- MTV Networks “Educate, Engage, Empower”Simple, creates clear vision of what brand
represents for employees and consumers.Difference- Conveying message about a multi-
diverse brand, where as All Music TV is a music content based brand only.
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TAGLINEMusic with you in mindTagline is specific in that it conveys the message
of the brand to the customer, which is also what makes it effective.
Competitor tagline- MTV- “I want my MTV!” This tagline is from the consumers standpoint and sounds demanding, whereas the AMT tagline is directed to the consumer and is for the consumer.
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REFERENCESViacom. (2010). Corporate Responsibility. Retrieved
on December 11, 2010. www.viacom.com/corpresponsibility/pages/default.aspx
United States Patent and Trademark Office. (2010). Retrieved on December 11,2010. http://tess2.uspto.gov/bin/showfield?f=doc&state=4010:4gptcs.3.4
Google Images. (2010).Shutterstock Images. Retrieved on December 11, 2010. www.shutterstock.com/pic-27519322/stock-vector-celtic-wedding-band-or-corporate-unity-symbol.html
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REFERENCES Google Images. (2010).Techzene. Retrieved on
December 11, 2010. www.techzene.com/facebook/mtv-india-facebook-page/
Google Images.(2010.). Today’s Country Music Videos. Retrieved on December 11, 2010. http://todayscountrymusicvideos.com/tag/taylor-swift/page/2/
Google Images.(2010). Exposure. Retrieved on December 11, 2010. www.heather-williams.com/aboutme.html
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RESOURCES Google Images.(2010). Visual Aids. Retrieved
on December 11, 2010. http://aseparattepeace.wikispaces.com/Visual+Aids