16. Brandingunmasked // ScottHauman,Director,BrandStrategy,Daggerfin February2010
Iconography
A-ribute
Benefit Space
Reason
Values
Iconography: The images and symbolic representations associated with the brand.
Attribute: The qualities or characteristics inherent in or ascribed to the brand.
Benefit: The advantages or gains provided by the brand.
Space: Territories where the brand intends a presence.
Reason: The basis or motive for the brand.
Values: The ideals, customs, institutions, etc., of a brand.
6The
19. U-MCenterforEntrepreneurship // February2010
Scott Hauman
Director, Brand Strategy
Daggerfin
@twitter/scotthauman
linkedin.com/in/shauman
shauman@daggerfin.com
Bio
With more than 15 years of experience in both agency and client
environments, Scott helps companies transform their brands to take
advantage of what lies ahead through the seamless integration of strategy,
design, media, marketing and research. His corporate and product branding
experience includes category leaders such as AlixPartners, La-Z-Boy,
Certified Angus Beef, NuStep, Terumo CVS, Urban Science, Federal-Mogul,
Ben&Jerry’s, Chrysler Financial, Yale University and the University of
Michigan.