Jann Mardenborough's Better Half in Racing and Life
Shoes.Com Brand Book Abbreviated Version
1.
2.
3. purpose
The purpose of this presentation is to outline a strategic
and creative platform that helps further develop the
shoes.com brand identity and positions the company
for the next wave of growth.
4. process
March 16, 2007 Vision Day completed
May 3, 2007 Vision Day summary to Client
Ongoing Review of competitive navigation, e-mail blasts and special offers
May 4 – 17, 2007 Positioning development/discussion
May 17, 2007 Preview meeting with T. Rawson, P. Thiemann
May 18, 2007 Toth visit to Shoes.com offices
June 7, 2007 Positioning & Creative Presentation
• Re-cap Vision agreements
• Brand Positioning
• Creative Platform
• Identity refinement: logo, color palette, brand patterns, graphics
• Taglines
• Marketing elements: advertising, direct mail, web banners, etc.
• Website: navigation, home page, sub-layers
w/o June 18, 2007 Insight Research Groups
5. objective
Transition Shoes.com from a WAREHOUSE to a DESTINATION,
from an AGREGATOR of national footwear brands to an online
BRAND that carries the footwear and accessories you love.
• Establish a modern, irreverent personality for Shoes.com
• Simplify yet enhance the navigation by cleaning up the page
while retaining all necessary information
• Provide added value features that engage the user and
provide an enhanced shopping experience
• Underscore the sense of unlimited possibility/selection
that is grounded in Brown’s own “shoe-dog” heritage and
style expertise
• Follow a phased approach that addresses the overall look
and feel initially, and then provides for added value features,
advertising and collateral support as time, technology and
budgets allow
7. core values
At Shoes.com, we believe deeply in empowering and engaging consumers
with a better shopping experience.
• Feeding a passion for shoes
• Enabling self-expression, transformation
• Giving power to the individual
• Harnessing the depth/breadth of the Internet as a tool for our consumers
8. purpose
Shoes.com exists to share our passion for shoes and provide easy
access to a world of possibility through our service and content:
Content = passion for shoes
Commerce = easy access
Community = sharing a world of possibility
9. brand dna®
SMART progressive, forward thinking, informed
and intelligent
FRIENDLY assisting our customers/ “friends” by
providing a social interactive experience
POSSIBLE allowing access to everything you want
related to shoes
COOL fun, exciting, engaging, entertaining
REAL authentic, credible, everything about shoes
and relating to shoes
EASY fast, simple and painless
11. positioning strategy
Opportunity: Delivering a branded experience with the selection
and expertise of a shoe merchant.
Innovative/Bold Approach
Youthful/Hip
Customer Experience Focused
personality Broadly Appealing
shoes.com
Shoe
Brand
selection expertise Style/Fashion
E-tailer of Best Brands
Everything Shoes and Relating to Shoes
12. unique selling proposition
Shoes.com delivers a branded experience with the selection
and expertise of a shoe merchant.
• PRODUCT that includes a selection of the best brands
people want and expert knowledge about them
• SERVICE that has a fun, fast, witty attitude and feels more
like shoe specialist than a warehouse for shoes
• PRICES, SERVICES AND OFFERS that are competitive
and provide great overall value
13. brand positioning platform
Shoes.com makes online shoe shopping SMART, SIMPLE, FAST, and
FUN by offering a venue where people can discover what they need
and want (DESIRE) in a place where they feel welcome (COMMUNITY).
14. brand positioning - original recommendation
shoes.com IS WHERE PEOPLE WHO LOVE SHOES COME TOGETHER.
15. positioning support
FOR THE LOVE OF SHOES
A passion for shoes isn’t simply for those Sarah Jessica Parker
wannabes and their closets full of Manolo Blahnik’s or Jimmy Choo’s.
We all want shoes, need shoes, love and desire them on some level.
• It’s Entourage’s Turtle and his quest for the latest Fukijama’s
• It’s the 40-odd Sneakerheads in New York who line up outside a
skate shop every time the latest limited-edition Nike Air Force One
or Air Jordan’s are released
• It’s the 45 year-old hospital nurse who just discovered Crocs and
buys them in every color and style
• It’s the 50 year-old accountant desperately seeking a replacement
pair for his five-year-old Rockport Barnwells
16. shoes.com brand platform
NOBLE GOAL PURPOSE
shoes.com exists to share our passion for shoes and provide easy
access to a world of possibility through our service and content.
UNIQUENESS UNIQUE SELLING PROPOSITION
shoes.com delivers a branded experience with the selection and
expertise of a shoe merchant.
EXPRESSION BRAND POSITIONING
shoes.com IS WHERE PEOPLE WHO LOVE SHOES COME TOGETHER.
17. creative strategy
What is it about shoes? People get all excited about shoes.
They find a pair they like and then they want them in every
color. We get that people are a little obsessive about their
shoes. That’s why we offer so many styles, why we make it
easy to shop without ever even having to leave the house,
and why we are looking to be your sole provider.
18. soul of the brand
Shoes are a necessity. But they do not have to be a boring
necessity. They can also be a luxury, or an indulgence,
or a hobby, or even a little bit of a problem. Not that we’re
enabling addictive behavior or anything, but we have more
shoes in more sizes and styles than any other place on the
planet. Want to come over and play? Shoes.com.
19. brand voice
Stand on your own two feet. Scream it from the rooftops.
I like shoes. I am happiest when I am buying a new pair of
shoes. This does not make me crazy. It makes me just like
98.9% of the rest of the world.
We all need shoes. Shoes.com
21. shoes.com identity
• Proudly claim the category by focusing on the brand name, Shoes.com,
instead of leading with a designated brand icon
• Adopt a clean, modern logotype that is timeless and unfussy.
• Make the identity distinctly ours by using a combination of upper and
lower case letters and a customized “o” in a perfect circle or dot shape
• Use a distinctive pop of color to brand the identity and, in turn,
the entire site
• Provide a series of secondary icons that can be used in conjunction
with the logotype whenever necessary (fav-icons, etc.)
