Reformat For Assignment

1. Brand Identity Project Zon Petilla Full Sail

2. Why the Name Catchy Arbitrary High potential Multi-Market Appeal Is Trademarkable Protectable by USPTO.gov

3. Back Story Cont. Diane’s Idea for a Brand “NeoGlow” Which means “new glow” Vehicle for Creators to Break In People’s initial reaction positive

4. From: Pursuing Strong Brand NeoGlow is a Fanciful Trademark “Fanciful marks are invented or coined words. Some of the most powerful brands are coined terms, for example: KODAK for film, XEROX for photocopiers and VIAGRA for pharmaceuticals.” (Pg 2) NeoGlow for Entertainment

5. Weaknesses Unknown Brand Does not convey meaning

9. Reflects small companyReflects two goals: Entertainment/Education Love Circular Bumper Sticker Design Love logos communication of purpose below logos

13. In 2010 the changedthe major logo

14. Miss simplicity of Splatter Design

16. Changes to be made to NeoGlow logo Things learned from studying logos… Add mantra to logo Develop two second label NewGlow Edutainment

17. Ideal Management Guidelines Based on Ries (2009, March 6)… Opportunity is Perception Opportunity is "different" products Opportunity lies in "credentials"

18. Idea Corporate Environment A literal playground where kids and adults interact, learn, and develop Family Oriented Appropriate Behavior will be reinforced Separate offices to reflect Various places to conduct research and development

19. Ideal Corporate Culture Ideal Group Member Ideal Investor Ideal Educator Ideal Parent Ideal Kid Creative Kind Intelligent Believes Supports Feedback Uses Supports Implements Buys Feedback Enjoys Feedback

20. Ideal Corporate Training Based onWimba Brand Session… Optional Movie Night Peer Observations Mandatory Counseling Services Mandatory Hug day Mandatory Weekly Research and Blogging Individual Fiancé Counseling Various Game Tournaments One on One Work Environment Feedback One on One Staff Development Meetings Outside Interest Development meetings Departmental Staff Development Meetings Optional Promotion Competitions Monthly Bring Your Kids to Work Day Group Vacation Planning

21. Mantra as Mission Statement “Feel, Develop, Grow” Feel_ Create a positive emotional response Develop_ Make projects and products for people Grow_ Help people achieve more through learning Incorporates direction, focus, policy, meaning, challenge, and passion Follows Kawasaki Art of Starts Advice

22. Communicate Mantra Within the Group Community Outreach Through Projects and Products Through word of mouth

23. Competitors Mission Statement Scholastic (Local Market Competitor) Cablevision (Role-Model Competitor) How ours it different or unique compared to these competitors? Let look as these companies mission statements…

24. Mantra Difference Mantra focus on a consumer feeling not on a consumer product category

25. “Feel, Develop, Grow” Mantra as Tagline Imperative begs people to feel positive feelings to brand. Focus on a consumer feeling not on a consumer product category

27. References Kawasaki, G (2007, Nov 16) Creating Mantra not Mission from the (2004) Art of Start retrieved from http://www.youtube.com/watch?v=jT7xlFTinIw Hoosear, J. and Evans J. (2008) Pursuing Strong Brand from Brands in the Boardroom Key branding issues for senior executives’ A supplement to Intellectual Asset Management magazinewww.iam-magazine.com Ries, Luara (2009, March 6) How Left-Brain Management got us into this Recession Retrieved from http://ries.typepad.com/ries_blog/2009/03/how-leftbrain-management-got-us-into-this-recession.html