Portfolio Design

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Portfolio Design
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My Brand.com

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(No Transcript)
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What is a brand? A brand is an intangible
dimension of a product or service that can add
value, that can influence purchase decisions,
that people may be willing to pay more to
posses. The brand does not exist, inherently, in
the company or product or service. A brand is
what actually exists in the minds of the
audience. And it can be anything from basic
visual recognition, to a complex understanding of
the personality of the product. Good, bad or
indifferent. A brand is formed in the minds of
consumers by many things The experience
consumers have with the product or the service.
The sales and service people who represent the
company. The packaging. And everything else that
interacts with the audience. Advertising is just
one of the things that shape a brand.
http//www.adcracker.com/brand/3-0-5.htm
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Branding History 1880 - logos were introduced to
mass-produced products like Campbells Soup, H.J.
Heinz pickles and Quaker Oats cereal. Competitive
branding became a necessity of the machine age
within a context of manufactured sameness, image
based difference had to be manufactured along
with the product
Source No Logo Naomi Klein, pg 6
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Why is a brand so important ?The astronomical
growth in the wealth and cultural influence of
multinational corporations over the last fifteen
years can arguably be traced back to a singe,
seemingly innocuous idea developed by management
theorists in the mid-1980s that successful
corporations must primarily produce brands, as
opposed to products.
Source No Logo Naomi Klein, pg 3
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Back in the 80s A new kind of corporation began
to rival the traditional all-American
manufacturers for market share these were the
Nikes and Microsofts, and later, the Tommy
Hillfigers and Intel. These pioneers made the
bold claim that producing goods was only an
incidental part of their operations, and that
thanks to recent victories in trade
liberalization and labour-law reform, they were
able to have their products made for them by
contractors, many of them overseas.
Source No Logo Naomi Klein, pg 5
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Back in the 80s What these companies produced
primarily were not things, they said, but images
of their brands, their real work lay not in
manufacturing but in marketing. This formula,
needless to say, has proved enormously
profitable, and its success has companies
competing in a race toward weightlessness
whoever owns the least, has the fewest employees
on the payroll and produces the most powerful
images, as opposed to products, wins the race.
Source No Logo Naomi Klein, pg 5
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Brand equity mania Then came the brand equity
mania of the eighties, the defining moment of
which arrived in 1988 when Philip Morris
purchased Kraft for 12.6 billion six times
what the company was worth on paper. The price
difference, apparently, was the cost of the world
Kraft. With the Kraft purchase, a huge dollar
value had been assigned to something that had
previously been abstract and unquantifiable a
brand name.This was spectacular news for the ad
world, which was now able to make the claim that
advertising spending was more than just a sales
strategy it was an investment in cold hard
equity. The more you spend, the more your
company is worth.
Source No Logo Naomi Klein, pg 8
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Phillip Morris Powerful brands the driving
force behind our success The success of our
company is driven by the power of our global
brand portfolio. In 2001, 92 of our operating
companies' brands each generated at least 100
million a year in sales. Thirteen of those are
"mega-brands," with sales above 1 billion a
year.
http//www.philipmorris.com/about_pm/brands/pm_int
l_brands.asp
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Brand Equity ManiaA renewed interest was
sparked in puffing up brand identities, a project
that involved far more than a few billboards and
TV spots. It was about pushing the envelope in
sponsorship deals, dreaming up new areas in which
to extend the brand, as well as perpetually
probing the zeitgeist to ensure that the
essence selected for ones brand would resonate
karmically with its target market.
Source No Logo Naomi Klein, pg 8
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The brand expands Brandings current state of
cultural expansionism is about much more than
traditional corporate sponsorships the classic
arrangement in which a company donates money to
an event in exchange for seeing its logo on a
banner or in a program. It now includes the
full-frontal branding of may different aspects of
our culture.
Source No Logo Naomi Klein, pg 29
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The brand expandsCityscapes Murad painting
directly on building walls Media
http//www.citytv.com/ Music
http//www.hob.com/venues/concert
s/molsonamp/ Sports http//www.theaircanadacent
re.com/ Celebrities http//www.marthastewart.co
m/ Art http//www.dumaurierartscouncil.ca
films http//www.bmwfilms.com community events
http//www.cbcf.org/cibcrunforthecuremagazines
http//www.writenews.com/1999/061699.htmschools
http//www.iaod.com/
Source No Logo Naomi Klein, pg 5
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The brand expandsAdvertising and sponsorship
have always been about using imagery to equate
products with positive cultural or social
experiences. What makes nineties-style branding
different is that it increasingly seeks to take
these associations out of the representational
realm and make them a lived reality. Roots
clothing Roots LodgesNike swoosh
NiketownESPN Sports barsSwatch watch
internet time We are hoping to take the
attitude and lifestyle of Fox sports off the TV
and onto mens backs creating a nation of walking
billboards aid David Hill, CEO of Fox
Broadcasting. It is not to sponsor culture but
to be the culture
Source No Logo Naomi Klein, pg 30
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Why? Corporate taxes were dramatically lowered,
a move that eroded the tax base and gradually
starved out the public sector. As government
spending dwindled, schools, museums and
broadcasters were desperate to make up their
budget shortfalls and thus ripe for partnership.
As a result Corporate sponsorship ballooned
from a 7 billion a year industry in 1991 to 19.2
billion one in 1999
Source No Logo Naomi Klein, pg 34
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ImplicationsThe underbelly of the shiny
brands, not products revelation can been seen
increasingly in every workplace around the globe.
Every corporation wants a fluid reserve of
part-timers, temps and freelancer to help it keep
overheads down and ride the twists and turns in
the market.
Source No Logo Naomi Klein, pg 231
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ImplicationsOne this is certain offering
employment the steady kind, with benefits,
holiday pay, a measure of security and maybe
even union representation has fallen out of
economic fashionBritish management consultant
Charles Handy The time of considering yourself
an employee has passed. Now its time to start
thinking of yourself as a service provider,
hiring out your skills and services to the
highest or most interesting bidder.Rob Lieber

Source No Logo Naomi Klein, pg 231
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Brand Called YouTom Peters latest
management-guru idea is that just as companies
must reaching branding nirvana by learning to let
go of manufacturing and employment, so must
individual workers empower themselves y
abandoning the idea of being employees.
According to this logic, if we are to be
successful in the new economy, al of us must
self-incorporate into our very own brand a
Brand Called You.Success in the job market will
only come when we retrofit ourselves as
consultants and service providers, identify our
own Brand You equities and lease ourselves out to
targeted projects that will in turn increase out
individual portfolio of braggables.
Source No Logo Naomi Klein, pg 252
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Brand Called YouHowever, The bottom line is
that the advantages and drawbacks of contract and
contingency work have a simple correlation to the
class of the individuals doing the work the
higher up they are on the income scale, the more
chance they have to leverage their comings and
goings. The further down they are, the more
vulnerable they are to being yanked around and
bargained even lower.On average home-based
workers only earn 70 of what their full-time
office based equals do in addition a home
business puts you into a perpetual job hunt.

Source No Logo Naomi Klein, pg 253, What
Colour is your Parachute, Bolles, pg. 96
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Building Your Brand The brand should reflect the
company's culture, values and practices.It's
difficult or impossible for a competitor to
duplicate your client's culture. Much easier to
copy the product or service. The artistry lies in
creating a brand that has a relationship with
consumers, one that fulfills a genuine
psychological need, one that is meaningful in
human terms. Like a good friend. Or interesting
person. Or someone you admire or would like to
associate with. And keep in mind Dont
portray the brand as something it is not. A brand
must be an honest reflection of reality
Source http//www.adcracker.com/brand/index.htm
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Building Your Brand 1. The brands
personality. Create a character or personality
for the company, the product or service. Just as
you would for a real person, based on that
brand-person's reputation, attitudes and
behavior.2. Visual icons, symbols or other
representations of the brand such as the logo or
a character. 3. The relationship the brand has
with the audience.Build a relationship with your
target market based on that personality. Do this
over time, using advertising in addition to all
other communications, including the way employees
are trained to interact with customers. Reinforce
the relationship and trigger recognition with
consistent visual symbols. These symbols can
include everything from a color scheme and logo
to an imaginary character, or even the president
of the company.
Source http//www.adcracker.com/brand/index.htm