Introduction Branding and Communications - what they are Taking a brand to pieces - BP - branding exercise What’s it all for? Who can make a difference to you
What is communications? “Effective communication motivates people and helps you to accomplish your goals.”
What is communications? Your Audience Your Goals Your Messages
What is communications?
What is a brand? • The association between a person, organization or product and the end result.
9. Find the End Result...
• Reality:
• Brand:
• Cramped
• Adventure
• Wet and cold
• Return to your youth;
what’s important
• Sweaty
• Hard work
• Bug bites, sore saddles
• Hungry
• Feeling good about
Yourself
• Friendship
14. • As far away from gas as possible, more
like a face care logo.
• More feminine, use of sans-serif font
makes it more modern and understated.
• A big shift in brand appearance.
15. Ho
ne
• “The initial glow of the BP brand mark
has shown signs of wear as critics
charge that the brand is not meeting its
own challenge to adhere to
environmental and safety goals. ...the
Wall Street Journal speculates, that
ranking will slip (WSJ, 16 June 2006).
sty
• A company’s identity and position
statement cannot be simply pasted on to
inconsistent actions.”
20. What’s it all for?
•
•
•
What’s the point?
What happens if you don’t do it?
How do you decide what to focus upon?
21. Who can make a difference?
•
•
•
•
•
Who influences your organization?
What do you want them to do?
How do you prioritize?
‘Tools’
Feedback, consistency, adapting.
22. Summary
• Introduction
• Branding and Communications
• What they are
• Taking a brand to pieces - BP - branding exercise
• What’s it all for?
• Who can make a difference to you
• Summary.
