A presentation titled Environmental Branding delivered at the 2007 AIA Miami DTE conference held in Miami, FL.

1. Environmental
Branding

2. Brand 101 6 Brand Venues Examples
01 02 03
2007 AIA Miami DTE

3. Just Do It Value Innovation
Expect More Ultimate Driving
Third Place
Pay Less Machine
Logo ≠ Brand
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

4. Product ≠ Brand
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

5. Dockers, Top Sider, Vans, = $25.-
Brand is Representation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

6. Dockers, Top Sider, Vans, = $25.- Nike = $45.-
Brand is Representation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

7. Brand is Surrogate
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

8. Brand is Surrogate
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

9. Heart Share
That’s my brand.
Gut Share
I love that brand.
Mind Share
I’ve used that brand.
Market Share
I know that brand.
Brand Pyramid
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

10. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T PRODUCT MOUNTAINS COMPETITION PRICE/VALUE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND AUDIENCE
EXTERNAL FACTORS (CUSTOMERS)
CORE CORE CORE X FACTOR SUMMARY
CONSUMER 1 CONSUMER 2 CONSUMER 3
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some
more. more. more. more. more.
BRAND PROMISE
What is the one promise you make to your customer
that you absolutely cannot break.
APPLICATION (BRAND VENUES)
PLACE PEOPLE PRODUCT PRESENTATION PERCEPTION EXPERIENCE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND
IDENTITY
SUMMARY
Brand Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

11. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T PRODUCT MOUNTAINS COMPETITION PRICE/VALUE
The core attributes of the
client and/or organization.
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND AUDIENCE
EXTERNAL FACTORS (CUSTOMERS)
CORE CORE CORE X FACTOR SUMMARY
CONSUMER 1 CONSUMER 2 CONSUMER 3
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some
more. more. more. more. more.
BRAND PROMISE
What is the one promise you make to your customer
that you absolutely cannot break.
APPLICATION (BRAND VENUES)
PLACE PEOPLE PRODUCT PRESENTATION PERCEPTION EXPERIENCE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND
IDENTITY
SUMMARY
Brand Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

12. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T PRODUCT MOUNTAINS COMPETITION PRICE/VALUE
The core attributes of the
client and/or organization.
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND AUDIENCE
EXTERNAL FACTORS (CUSTOMERS)
CORE
CONSUMER 1
CORE
CONSUMER 2
CORE
CONSUMER 3
X FACTOR SUMMARY
Define the ket attributes of
Early Adopters
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text in here.
Early Adopters
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text in here.
Early Adopters
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text in here.
Early Adopters
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text in here.
Early Adopters
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text in here.
the ideal customers.
• And then some • And then some • And then some • And then some • And then some
more. more. more. more. more.
BRAND PROMISE
What is the one promise you make to your customer
that you absolutely cannot break.
APPLICATION (BRAND VENUES)
PLACE PEOPLE PRODUCT PRESENTATION PERCEPTION EXPERIENCE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND
IDENTITY
SUMMARY
Brand Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

13. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T PRODUCT MOUNTAINS COMPETITION PRICE/VALUE
The core attributes of the
client and/or organization.
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND AUDIENCE
EXTERNAL FACTORS (CUSTOMERS)
CORE
CONSUMER 1
CORE
CONSUMER 2
CORE
CONSUMER 3
X FACTOR SUMMARY
Define the ket attributes of
Early Adopters
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text in here.
Early Adopters
• Insert appropriate
text in here.
Early Adopters
• Insert appropriate
text in here.
Early Adopters
• Insert appropriate
text in here.
Early Adopters
• Insert appropriate
text in here.
the ideal customers.
• And then some • And then some • And then some • And then some • And then some
more. more. more. more. more.
BRAND PROMISE
What is the one promise you make to your customer
What promise can be made
that you absolutely cannot break.
to the customer?
APPLICATION (BRAND VENUES)
PLACE PEOPLE PRODUCT PRESENTATION PERCEPTION EXPERIENCE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND
IDENTITY
SUMMARY
Brand Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

14. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T PRODUCT MOUNTAINS COMPETITION PRICE/VALUE
The core attributes of the
client and/or organization.
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND AUDIENCE
EXTERNAL FACTORS (CUSTOMERS)
CORE
CONSUMER 1
CORE
CONSUMER 2
CORE
CONSUMER 3
X FACTOR SUMMARY
Define the ket attributes of
Early Adopters
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text in here.
Early Adopters
• Insert appropriate
text in here.
Early Adopters
• Insert appropriate
text in here.
Early Adopters
• Insert appropriate
text in here.
Early Adopters
• Insert appropriate
text in here.
the ideal customers.
• And then some • And then some • And then some • And then some • And then some
more. more. more. more. more.
BRAND PROMISE
What is the one promise you make to your customer
What promise can be made
that you absolutely cannot break.
to the customer?
APPLICATION (BRAND VENUES)
How does the brand touch
PLACE PEOPLE PRODUCT PRESENTATION PERCEPTION EXPERIENCE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
the customer?
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND
IDENTITY
SUMMARY
Brand Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

15. Strengths Weaknesses
Surprise attack. Not well recognized.
Indigenous. Not credible.
Long history of Wrong size.
accomplishment. Wrong location.
Strengths Weaknesses
Well respected. Not fast enough to
Internal
market.
External
Opportunities Threats
Under-served market.
Opportunities Rapidly changing
Threats
First to enter a new technology.
market. Too easy to emulate.
Take advantage of a Customers resistant
competitors to change.
weakness.
SWOT
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

16. Price Differentiation Segmentation Brand
Price is the principle arena Attempts to make services Turns small size into great Value is dependent on the
for competition. offered different. advantage. strength of relationships.
Lower the cost of Succeeds with moderately Go where larger Not affected by volatile
production or operation. higher prices. competitors can’t. market conditions.
Competition of the worst Differs with selection, Low market share - doesn’t All about the creation of
kind, a race to the bottom. quality, convenience, other. seek to please everyone. trust.
Trade profit margin for Stresses direct comparison. Trades high market share Great brands don’t die -
market share. for higher margins. they are murdered.
Wal-Mart Target Ranch Market Starbucks
Every Day Low Prices Design Authentic Hispanic Third Place
Competitive Strategies
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

17. Market Share
High
AJ’s Fry’s
Price
Bashas’
Mercado
Wal-Mart
Ranch Food City
Market
Low
Niche
Mass
Market Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

18. Horizontal Competition
Drafting
A/E Firms Engineers
Services
Vertical Competition
Architects You Architects
Home Plan
Contractors Software
Books
Vertical & Horizontal Competition
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

19. Indigenous Great Service Selection Innovation
Mountains
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

20. Pay More Pay Similar Pay Less Pay Less Pay Less Pay More
Get More Get More Get More Get Similar Get Less Get Less
There’s an implicit Quality and Offers the customer Typical national Shamelessly and The price suggests
added value that performance more than they brands at lower enthusiastically premium quality, yet
demands a premium comparable with expect for less than than normal prices. expresses that less the product falls
price. The product that of premium they expect. will be paid and less short.
can convey prestige brands, but at prices will be delivered.
to the buyer and similar to more Ultimately, the
become a symbol of common national customer feels
a higher lifestyle. brands. cheated and the
1 2 3 4 5 brand soon
disappears. 6
Examples: Examples: Examples: Examples: Examples: Examples:
Rolex Lexus Jet Blue H&M Southwest Air Oldsmobile
Prada Williams-Sonoma Target Zales Steve Madden Jordache
Fendi Armani Body Shop Gap Old Navy Vidal Sasoon
Gucci Neutragena Max Factor Cover Girl David Yurman
Price/Value Proposition
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

21. Pay More Pay Similar Pay Less Pay Less Pay Less Pay More
Get More Get More Get More Get Similar Get Less Get Less
There’s an implicit Quality and Offers the customer Typical national Shamelessly and The price suggests
added value that performance more than they brands at lower enthusiastically premium quality, yet
demands a premium comparable with expect for less than than normal prices. expresses that less the product falls
price. The product that of premium they expect. will be paid and less short.
can convey prestige brands, but at prices will be delivered.
to the buyer and similar to more Ultimately, the
become a symbol of common national customer feels
a higher lifestyle. brands. cheated and the
1 2 3 4 5 brand soon
disappears. 6
Examples: Examples: Examples: Examples: Examples: Examples:
Rolex Lexus Jet Blue H&M Southwest Air Oldsmobile
Prada Williams-Sonoma Target Zales Steve Madden Jordache
Fendi Armani Body Shop Gap Old Navy Vidal Sasoon
Gucci Neutragena Max Factor Cover Girl David Yurman
Price/Value Proposition
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

22. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T STRATEGY COMPETITION MOUNTAINS PRICE/VALUE
Key Strength Key Weakness Differentiation Horizontal • Great design. Pay Less Get
• Surprise attack. • Not enough • Visionary. • Architect 1. More
• Well respected. experience. • Creative. • Architect 2. • Better service.
• Cutting edge. • More personal
Key Opportunity Key Threat • Sense of humor. Vertical attention.
• Under-served • Easily copied. • Engineer.
market. • Newer technology. • Business strategist.
Internal Factors
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

23. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T PRODUCT MOUNTAINS COMPETITION PRICE/VALUE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND AUDIENCE
EXTERNAL FACTORS (CUSTOMERS)
Define the ket attributes of
CORE CORE CORE X FACTOR SUMMARY
CONSUMER 1 CONSUMER 2 CONSUMER 3
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
the ideal customers.
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some
more. more. more. more. more.
BRAND PROMISE
What is the one promise you make to your customer
that you absolutely cannot break?
APPLICATION (BRAND VENUES)
PLACE PEOPLE PRODUCT PRESENTATION PERCEPTION EXPERIENCE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND
IDENTITY
SUMMARY
Brand Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

24. Core Core
Consumer 1 Consumer 2
Core
Consumer 3
Core Consumers
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

25. Apple
Pro Computing
MacPro, MacBook Pro
Apple
Consumer Computing
iMac, MacBook
Apple
Alternative Computing
Mini Mac, X Serve Core Consumers
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

26. Apple Apple Apple
Entry-level Mid-level Upper-level
iPod Shuffle iPod Nano iPod Video
Core Consumers
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

27. West Elm Pottery Barn Williams Sonoma
Entry-level Mid-level Upper-level
Urban Living Country Comfort Casual Elegance
Generation X Mature Generation Baby Boomer
Core Consumers
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

28. Old Navy
under 20
Great Fashion, Great Prices
Gap
20 something
Iconic American Style
Banana Republic
30 something
Accessible Luxury Core Consumers
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

29. xB
all the flavor. all the interior space.
all the features. none of the fat.
xB shown with Optional 15” EM-7 Spoke Alloy Wheel and Rear Spoiler
Scion Toyota Lexus
Entry-level Mid-level Upper-level
Generation Y Standard 60/40 Folding Rear Seat
Generation X Baby Boomer
Standard Cloth Bucket Seats
Core Consumers
Standard Center-Mounted
Standard Power Windows and Door Locks Speedometer and Tachometer Standard Cloth Rear Seats
2007 AIA Miami DTE Brand 101 5
6 Brand Venues Examples

30. X
X Factor
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

31. BRAND AUDIENCE
EXTERNAL FACTORS (CONSUMERS)
CORE CORE CORE X FACTOR SUMMARY
CONSUMER 1 CONSUMER 2 CONSUMER 3
Generation Y Generation X Baby Boomer Female Strong
• Just out of college. • Starting to settle • Starting to slow • Make most Individuals
• Not yet down. down. purchasing • Looking for
established. • New disposable • Deserve to treat decisions. something
• Urban. income. themselves. • Think contextually. different.
• Open to ethnic • Understand who • Have many • See the big picture • Not afraid to take
influences. they are. accomplishments. and understand the chances.
details.
Internal Factors
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

32. 6 Brand Venues
02
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

33. CLIENT
INTERNAL FACTORS (STAKEHOLDERS)
S/O W/T PRODUCT MOUNTAINS COMPETITION PRICE/VALUE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND AUDIENCE
EXTERNAL FACTORS (CUSTOMERS)
CORE CORE CORE X FACTOR SUMMARY
CONSUMER 1 CONSUMER 2 CONSUMER 3
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some
more. more. more. more. more.
BRAND PROMISE
What is the one promise you make to your customer
What promise is made to
that you absolutely cannot break?
customers?
APPLICATION (BRAND VENUES)
How do you touch the
PLACE PEOPLE PRODUCT PRESENTATION PERCEPTION EXPERIENCE
Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters Early Adopters
customers/clients?
• Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate • Insert appropriate
text in here. text in here. text in here. text in here. text in here. text in here.
• And then some • And then some • And then some • And then some • And then some • And then some
more. more. more. more. more. more.
BRAND
IDENTITY
SUMMARY
Brand Matrix
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

34. Intangible Tangible
Experience Product
Presentation Brand People
Perception Place
Brand Venues
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

35. Intangible Tangible
Product
Experience
Presentation Brand People
Perception Place
Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

36. Fossil Swarovski Tiffany’s
Retro Band Watch Crystal Art Frank Gehry Collection
Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

37. Fantastic Sams Jiffy Lube Bally’s
Hair Salons Automobile Service Health & Fitness
Service
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

38. Intangible Tangible
Experience Product
Presentation Brand People
Perception Place
Brand Venues
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

39. Lee Iacocca Bill Gates Martha Stewart
Chrysler Microsoft Living
People
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

40. Baristas Geek Squad Crew Members
People
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

41. Intangible Tangible
Experience Product
Presentation Brand People
Perception
Place
Brand Venues
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

42. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

43. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

44. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

45. Intangible Tangible
Experience Product
Presentation Brand People
Place
Perception
Brand Venues
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

46. Perception
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

47. Perception
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

48. Perception
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

49. Perception
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

50. Perception
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

51. Intangible Tangible
Experience Product
Presentation Brand People
Perception Place
Brand Venues
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

52. Career Builder
Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

53. Career Builder
Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

54. Intangible Tangible
Experience
Product
Presentation Brand People
Perception Place
Brand Venues
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

55. BRAND PROMISE
Our product will release the creative soul within
the soul of every customer.
APPLICATION (BRAND VENUES)
PRODUCT PEOPLE PLACE PERCEPTION PRESENTATION EXPERIENCE
• Computers. • Iconic leader who • Organized just like • Innovative. • Good web site. • Plug and play.
• Consumer elicits fanatical the web site. • High price. • Great billboards. • Personal control.
Electronics. allegiance. • Hands on and • Very funny TV ads. • Creative vehicle.
• Software. • Knowledgeable interactive. • Print ads that • High degree of
employees at • Simple user match the gadget envy.
genius bars. interface like the simplicity of the
software. product.
Application
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

56. Examples
03
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

57. ®
TARGET
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

58. Michael Graves Thomas O’Brien Isaac Mizrahi
Housewares Home Furnishings Fashion
Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

59. Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

60. Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

61. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

62. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

63. 2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

64. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

65. Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

66. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

67. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

68. Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

69. Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

70. Apple
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

71. Product - Hardware
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

72. Product - Software
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

73. People
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

74. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

75. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

76. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

77. Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

78. Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

79. Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

80. Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

81. 2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

82. Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

83. Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

84. Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

85. Product
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

86. Board of Directors
Board of Directors shown from left to right:
Olden Lee PepsiCo, Inc., retired executive
Howard Schultz Starbucks Corporation, chairman
Barbara Bass Gerson Bakar Foundation, president
William W. (Bill) Bradley Allen & Company LLC, managing director
Howard Behar Starbucks Corporation, director
Myron E. Ullman, III J.C. Penney Company, Inc., chairman and chief executive officer
James L. Donald Starbucks Corporation, president and chief executive officer
James G. Shennan, Jr. Trinity Ventures, general partner emeritus
Craig E. Weatherup Pepsi-Cola Company, retired chief executive officer
Mellody Hobson Ariel Capital Management, LLC/Ariel Mutual Funds, president
Javier G. Teruel Colgate-Palmolive Company, vice chairman
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

87. 2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

88. 2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

89. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

90. Place
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

91. Presentation
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

92. Design Within Reach
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

93. Design Within Reach
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

94. Design Within Reach
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

95. Room & Board
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

96. Room & Board
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

97. Room & Board
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

98. Fornarina
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

99. Prada
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

100. Prada
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

101. Prada
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

102. Prada
2007 AIA Miami DTE Brand 101 6 Brand Venues Examples

103. Closing Thoughts
2007 AIA Miami DTE

104. Brands that make a lasting and
meaningful connection to customers
are those that touch customers
through as many venues as possible.
The most valuable brands are those
who understand that success comes
from consistency.
Architects can play a leading role in
pulling it all together and making
work.
2007 AIA Miami DTE

105. Q&A