z Week 1 Branding z Logos z Beats

z Week 1 Branding

z Logos

z Beats § The logo for Beats by Dre is pretty simple. The ‘b’ is enclosed in a circle followed by the brand name. The circle, though, isn’t just a circle. § It actually represents a human’s head, and the ‘b’ letterform represents the brand’s headphones. § This gives the brand a personal element, allowing a customer to see themselves in the headphones.

z Amazon § Amazon is a powerhouse when it comes to online shopping, and their logo reflects that. § The yellow arrow in their logo starts at the letter ‘a’ and ends at the letter ‘z’, implying that they sell everything from a to z. § The arrow also represents a smile, with the arrowhead being a stylized dimple or smile line. The smile indicates the happiness people feel when they shop with Amazon.

z Baskin Robbins § Baskin Robbins is known for its seemingly limitless flavors of ice cream (31, if we’re being exact). § That famous number is hidden in the ‘B’ and the ‘R’ of their logo, acting as the curve of the ‘B’ and the stem of the ‘R’. § The logo represents fun and energy, much like how you’ll feel during (and after) eating their ice cream.

z London Symphony Orchestra § The logo for the London Symphony Orchestra can’t only be read as the initials ‘LSO’, but also as an orchestra conductor. § The elegant way it looks (almost script like) adds to the elegance of the orchestra.

z Unilever § Unilever makes a ton of products, and to showcase that they created a ‘U’ out of a variety of icons symbolizing some of their core products. § It’s a fun way to show they have their hands in a variety of areas, and gives the viewer something to piece together.

z Toblerone § The popular chocolate bar, Toblerone, has been around for quite some time. § It’s current logo features a mountain, symbolizing the Matterhorn Mountain in Switzerland. § Hidden inside the mountain is a bear, symbolizing the unique honey flavor found in the chocolate and the fact that the chocolate is made in the ‘City of Bears’.

z Adidas § Adidas is a popular sports apparel and shoe company. § Three stripes have always been a part of their logo, but in their most recent redesign, the stripes are staggered to look like a mountain. § The mountain represents the challenges and obstacles athletes will face and overcome.

z Slogan/Tagline

z Slogan vs Tagline Slogan § Slogans are intended to be less long lasting and more flexible. § They’re often used in advertising campaigns (they change over time). § Slogans are often used only for one product, or one campaign. Tagline § A tagline is about the business itself, and should stand the test of time (it doesn’t change). § Taglines represent the tone and feeling you want for your products or services. § It is often part of your company graphics and it stays with you all the time.

z Slogan vs Tagline: Disney Slogan § Where dreams come true § I’m going to Disneyland § Where the magic began Tagline § The happiest place on earth

z KFC § Why does “Finger Lickin’ Good” work? § It describes people’s feelings about KFC food. The slogan itself makes you think of tasty food, and that’s exactly what the creator was striving for. § The lickin’ part is so casual that it makes the brand feel like home. It’s how people talk in a conversational, casual tone. A single word shows that this is not a pretentious restaurant. It simply serves the comfort meals you want to keep eating every day.

z Mc. Donald’s § In 2003, Justin Timberlake helped launch the new Mc. Donald’s marketing campaign tied around the slogan “I’m Lovin’ It”. § The slogan has gone on to become by far the longestrunning Mc. Donald’s slogan in history and still stands strong today.

z Mascot

z M&M’s § The company with not one but six recognizable mascots with unique personalities (sarcastic Red, cool Blue, simple Yellow, paranoid Orange, alluring Green, authoritative Ms. Brown). § The choice of the colorful spokes candies as brand representatives was a clever decision since they can’t be confused with anything else and the company gave them names corresponding to their colors which made them easy for the audience to remember.

z KFC § Colonel Sanders, the mascot, resembles the founder of KFC. Created years after his death, this friendly, smiling face with glasses, white hair and goatee has turned out to be a successful choice of a brand character conveying professionalism and sincerity.

z Michelin § Being presented to the world in the 1894 at the Lyon Exhibition by the Michelin brothers, the idea behind this plump brand mascot design was to represent a person made of tires. § Little did the creators know that this charming, fictional guy would become a largely popular and recognizable figure which has significantly contributed to the vast success of its brand.

z Buying Incentives

z Traditional Incentives § Price reduction: rebates, coupons, etc. § Free upgrade with purchase: buy a car and get free floor mats § Loyalty programs: punch cards and points systems, frequent flier miles, etc. § Trade up programs: bring in your infant car seat and get a discount on a toddler car seat § Options at time of purchase: buy an RV and get a choice of either a free generator or a free extended warranty Bonus product with product trial: test drive a motorcycle and get a free pair of sunglasses § Sweepstakes and prizes: complete our survey and be entered into our free drawing Bonus product with purchase: buy $100 worth of cosmetics and get a free cosmetics carrying case § Free information: give us your contact information to receive our free white paper; take our survey and we’ll send you the industry-wide results § Promotional items: stop by our trade show booth and we’ll give you a free smart phone holder § § § Free samples: the sample itself (such as diapers and baby formula mailed to expectant mothers) is the incentive

z Incentives through Psychology Scarcity Loss Aversion

z Incentives through Psychology Instant Gratification Social Proof

z Incentives through Psychology Social Conscience Appeal