1. WHATMAKES
YOUSOSPECIAL
Presentation document by
JAMES DE CLIFFORD, BCGD
+64 27 629 5473
james.de.clifford@gmail.com
This presentation is intended to expand on the offerings
available, to highlight the variables developed for client growth.
If you would like further information, or would like to ask any
questions, please find the contact details to the left.
STATEMENT OF CONFIDENTIALITY
It is acknowledged by the reader of this presentation that the information furnished in this presentation, other than information that is in the public domain, may cause
serious harm or damage to James de Clifford and will be kept in the strictest confidence.
2016 Marketing and Branding Guidelines

2. james.de.clifford@gmail.com 2
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
CREATINGBEHAVIOURS
My aspiration is to act as a creative agency, acting as a receptive company entity towards one goal – to make your business stand above your
competitors, and keep it there.
HOW DO WE DO THAT?
By creating emotional connections through visual communications. Tapping into the cognitive senses elevates a design from being a one-way
message, to a metaphysical conversation. This connection can empower customer interaction and bolster brand loyalty.
The below 4 factors break down emotion into the sensory and perceptive areas. Understanding these areas and their influence on the
outside world helps to provide an effectiveness to messaging often overlooked.
RECIPROCATING CONNECTIONS
Creating connections is one thing, but we
want to take this to the next level. With
an advanced understanding of emotional
intelligence and how it can work for a brand,
we are able to create connections that give
back. We’re talking feedback, empathy,
brand values and loyalty.
METAPHYSICAL INTERACTION
When we mention ‘metaphysical’, it is
in relation to the subconscious, and the
decisions all of us make without realising.
This silent voice is powerful in that regard
and one that needs to be both understood
and appeased.
ACCELERATED GROWTH
Growth is nice, but is your brand growing
as fast as it could? Affecting the emotion in
a buying decision pushes buying incentive,
with the option of morphing this emotional
connection over time. Take Air New Zealand
for example, with their recent Where To Next
campaign.
BELIEF SYSTEM INFLUENCE
With personal opinion intersecting with
religion and lifestyle choices, brands now
need to consider this emotional attachment
and how to leverage it to their favour.

3. james.de.clifford@gmail.com 3
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
WHYCAPTIVATEPEOPLE
IT’S SIMPLE, DESIGN IS VISUAL COMMUNICATION.
WELL, NOT ENTIRELY.
Yes, by communicating your message clearly you have a great design. The trick is creating the cherry on top. Captivation is in essence
an overwhelming of positive emotion; being able to tap into the heart and soul of your target audience to find out what they really want.
This is the key, and it’s what we pride ourselves on. Not only popping the cherry on top, but growing the cherry tree itself.
Below are the 8 techniques that we believe enable any brand to captivate an audience:
1. USER EXPERIENCE (UX DESIGN)
User experience all comes down to the different responses a
viewer has to a design. The end result is a clean, concise design,
reducing the frustration of a viewers, enabling them to receive the
desired message the way it was intended.
2. FUNDAMENTALS OF DESIRE
It’s an interesting question, ‘what makes anyone want for anything?’
Is it envy? Is it to do with the old adage ‘we always want what we
don’t have’? Turns out it’s neither. Desire is created by identifying
with something. In today’s market we are constantly looking
for products to identify with so, when we’re creating emotional
connections, where better to start than desire.
3. CAPTURING A MOMENT
This is the ideal solution when you’re offering a service or product.
By taking note of what your customers/clients are looking for,
designs can be created to evoke emotions that not only look
appealing, but also leave a lasting impression, essentially capturing
the moment.
4. INTEREST THROUGH MOVEMENT
People love capturing the moment, and what better way than
through their phone, tablet or camera capturing not only the
images, but sound, movement and atmosphere. With that in mind,
it’s fair to say movement is going to become an influential part in
the next generation of design.
5. EVOLVE WITH YOUR MARKET
By reading the trends and evolving with your market, your target
audience thinks ‘they understand and can relate to me’ as you are
seen to be evolving with them, rather than because of them.
6. SPEAK LOUD, SPEAK PROUD
Confidence is contagious. Mainly because with confidence you’re
more likely to succeed, therefore people are drawn towards it.
Just like confidence, design should be strong with a message that
is clear and concise because, at the end of the day, speak loud
enough and people will listen.
7. THE LAW OF ATTRACTION
As the saying ‘like attracts like’ suggests, the Law of Attraction
relates to the idea that what you show the world is reflected back
to you. A strong brand with a professional image will often attract
respected clients, the ones that appreciate and strengthen your
company’s ethos.
8. INVESTMENT VS IMMEDIATE REWARD
None of us like doing something for nothing, or wasting time that
could be spent helping yourself or others. Offering reward for
investment is very important when building respect and rapport
with a target audience. When it comes to a user’s experience, the
consideration is made to the design and supply of information,
providing the same sense of reward for the user’s time invested.

4. james.de.clifford@gmail.com 4
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
WHEREICANHELP,ANDHOW
Keeping a product and/or brand fresh is very important, and should be part of any marketing strategy. Knowing when to dive in and get
creative work done, and when to wait, is another thing all together. Throughout the briefing stage I determine how well your product and/or
brand is performing, and use this knowledge to adapt visual communication to suit.
The lifecycle diagrams below are used to locate a product and/or brand within the market to determine if creative visual communication
is needed.
Over time it is important to be aware of these lifecycles. The ability to identify when a product and/or brand needs creative influence is crucial
to making the right decision. This intuitive creative influence will also keep a target audience happy, retaining brand loyalty.
LIFECYCLE OF A BRAND
FRESH TIRED NEW STAR COW DOG
LIFECYCLE OF A PRODUCT

5. james.de.clifford@gmail.com 5
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
VALUE-ADDEDPROCESS
I have developed a system in which value is captured along the creative process by implementing the correct methods and mentality where
needed.
During the process, value is added and carried through to the next stage, ultimately lifting the end result that is produced in delivery. This
building of value throughout the process will also ensure intended messages are interpreted clearly, enabling the product/brand effective
alignment to market.
This process entails a solid brief, enabling a strong creative with visual communication tailored to meet the correct messages highlighted in
the briefing stage. From there, we look to carry the aforementioned messaging through application to delivery with total transparency. This
enables us to offer high speed to market with collateral.
BRIEFING
Establish detail on
market intentions
and future goals,
whist also defining
the current problem
to be solved.
CREATIVE
Building the creative
aspect, tailored to
attend to the problem
established in the
briefing stage.
APPLICATION
Determining and
creating collateral,
with client liaison
and consideration
a main aspect.
DELIVERY
Preparing the final
solution, coupled
with required supplier
liaison if required.

6. james.de.clifford@gmail.com 6
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
TERP–BUYINGDECISIONANALYSIS
When we breakdown the drivers in any decision we find there are four main criteria;
TECHNICAL / EMOTIONAL / RELIABILITY / PRICE
Technical and Price are dealt with by the brand owner and/or manufacturers. Reliability can be influenced by effective communication,
however this is reliant on time, and a well performing product/brand. The Emotional arm is where I focus my efforts. Creating an identifiable
bond with the customer that can be powerful enough to reduce the other criteria.
TECHNICAL
• How well the product is made?
• Can it do what I’m looking for?
EMOTIONAL
• How will this product make me feel?
• Can I identify with this product?
RELIABILITY
• Can I trust this product to deliver what I want from it?
• Can help be found easily?
PRICE
• Is the price reasonable?
• Are there similar alternatives that are cheaper?
BUYING
DECISION

7. james.de.clifford@gmail.com 7
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
EMOTIONALINTELLIGENCE(EQ)
Through emotion we can influence buying decisions and create connections. To take this one step further we need to look at what makes up
an emotional connection to determine what aspects we can tailor visual communication for.
SELF AWARENESS
Understanding your
brand’s emotions,
and their effect on
the target audience.
SELF REGULATION
The ability to recognise
and adapt to disruption
and volatility in the
market.
MOTIVATION
A representation of
commitment to the
brand’s ethos and
operations.
EMPATHY
The ability to understand
the emotional needs of
others, and to treat them
accordingly.
SOCIAL SKILL
Proficiency in building
relationships and wider
communities.
A recent study by Daniel Goleman, published in the Harvard Business Review, states that emotional intelligence (EQ) is twice as important as
both IQ and technical ability. At the higher end of the market it accounted for 90% of what set the best apart from the rest. We can break down
emotional intelligence into five areas to better understand the message visual communication could have – they are:
EQ
Self Awareness
Incentives
Self Regulation
Extended Practice
Motivation
Feedback
Empathy
Social Skill
When it comes to improving on these five areas, brands should focus on Incentives, Extended Practice, and Feedback.

8. james.de.clifford@gmail.com 8
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
PRODUCTPOSITIONINGSPECIALISTS
Becoming a market leader requires an intuitive brand awareness, with sensitivities in all areas of influence. I focus our involvement on market
understanding, positioning, and creative development. This combination gives us the ability to intuitively plan, provide strategy, and deliver
creative assets, that will play to the market and the weak-points at any time.
GROWING BUSINESS
SPEED TO MARKET
As I hold proven knowledge of product positioning, I am able to
reduce the time needed in the briefing and creative stages. This
results in the desired outcome, delivered sooner than expected.
MARKET PENETRATION
Same Market / Same Products
• Customer loyalty programmes
• Up-selling to existing customers
• Win competitor’s customers
• Add new outlets in same territory
MARKET DEVELOPMENT
New Market / Same Products
• New geographic markets
• New groups of customers
• Partners/Distributors who sell
to different markets.
PRODUCT DEVELOPMENT
Same Market / New Products
• Product Improvements
• Increase the range/designs
• New products to appeal to niche
• Market segmenting e.g. natural range
DIVERSIFICATION
New Market / New Products
• Sell new products to new customers, e.g.;
Virgin; from music, to travel.
Canon; from cameras, to photocopiers.
McDonald’s; from fast food, to McCafe.
Nivea; from women’s care, to men’s care.
ALIGNMENT TO MARKET
The relationship between client and myself, coupled with the
relationship between product/brand and customer, together
make up the transaction of an idea, to a final product. My
knowledge of product positioning provides the ability to reduce
dilution of a concept from briefing stage to final delivery, meaning
the desired result is completed to match the ideals in it’s inception.
Operating with professionals in advertising, PR, collateral production and nationwide marketing departments, I provide creative positioning
strategies that offer speed and alignment to market backed by experience.
MARKET
PRODUCTS

9. james.de.clifford@gmail.com 9
What makes you so special
2016 Marketing and Branding Guidelines
+64 27 629 5473
ESTABLISHINGMARKETSHARE
For a product and/or brand to be effective in the market, it must identify the area of the market to explore. Doing this will provide a clear
direction for subsequent strategies and visual communication.
There is also the ability to enter several different areas of the market under child brands. These child brands can be the same product and/or
service, branded individually to attend to these different areas. This way market share can be expanded through diversification.
POSITIONING WITHIN A MARKET
Low-end Middle-market High-end
To position a brand and/or product requires several steps to be
considered and/or undertaken;
BRAND PERSONALITY / ETHOS
This step sets out to determine what it is the brand stands for and
how it is, and can be, perceived.
ASSESS OPPORTUNITIES
Positioning into the right area of the market is important to optimise
market share along with return of investment. Assess where the
market needs improving and whether or not your brand and/or
product can fill that space.
INTRODUCE OR EXPAND MARKET SHARE
Through ascertaining vulnerable areas of the market the right
strategy and collateral can be produced to ensure messaging is
delivered clearly and effectively.