Brand Strategy Aaron Abbott

CJexchange.com
Brand
Strategy—www.BrandLessBox.com
1

Running
Head:

CJEXCHANGE.COM
BRAND
STRATEGY

CJexchange.com
Brand
Strategy:
An
Analysis
and
Description

Aaron
M.
Abbott

www.BrandLessBox.com

CJexchange.com
Brand
2

Abstract

This
brand
analysis
discusses
the
branding
opportunities
of
the
Institute
for

Forensic
Education
(IFFE)
in
regards
to
its
current
focus
of
developing
a
new
Web

site
and
business
model,
CJexchange.com.

For
purposes
of
this
analysis,
the

company’s
existing
business
model,
ForensicDeathInvestigation.com,
will
be

presented
in
relation
to
the
new
opportunities
and
goals
of
the
additional
resources

being
developed
by
the
company.

The
reason
for
this
expansion
is
to
allow
IFFE
to

be
able
to
continue
marketing
to
its
primary
target
market,
while
creating
resources

that
will
allow
them
to
market
to
the
secondary
target
market
at
the
same
time.

While
IFFE
may
be
walking
a
fine
line
of
breaking
the
Law
of
Expansion
(Ries
&
Ries,

2002),
the
company
is
fully
aware
and
sees
immense
branding
opportunities
in

relation
to
the
newly
defined
goals
and
efforts
for
Cjexchange.com.

CJexchange.com
Brand
3

Introduction

Branding
defines
not
only
your
company
and
your
products/services;
it

defines
your
customer’s
feelings
and
experiences
in
relation
to
what
you
provide

them
as
resources
and
solutions.

“Today
we
base
our
choices
more
on
symbolic

attributes…and
the
degree
of
trust
[we]
feel
towards
the
product,”
says
Marty

Neumeier
(p.
8).

He
points
out
that
all
of
this
is
even
more
important
than
the
actual

products/services
the
company
is
providing.

These
ideas
drive
this
analysis
in
the

development
of
the
new
IFFE
brand
and
Web
site/Internet
resource,

CJexchange.com.

As
IFFE
has
worked
hard
to
build
over
100
relationships
with

Universities
and
Government
Agencies
throughout
the
world,
there
is
a
respect
and

grounded
trust
that
will
be
the
backbone
of
the
resources
that
will
be
provided
via

CJexchange.com.

ForensicDeathInvestigation.com
will
continue
on
its
due
course,

while
branding
efforts
of
a
completely
new
perspective
will
feed
the
development
of

CJexchange.com.

This
plan
will
layout
the
guide
by
which
CJexchange.com
will
be

branded
as
the
first
resource
in
the
Criminal
Justice
System
to
provide
career
and

training
solutions
via
the
Internet—with
the
tools
of
Web
2.0
and
mobile
media.

CJexchange.com
Brand
Components

Brand
Name

CJexchange.com
stands
for
the
exchange
of
professional
resources
for
the

career
development
and
training
resources
that
will
fuel
the
minds
of
those

CJexchange.com
Brand
4

dedicating
their
lives
to
service
in
the
Criminal
Justice
System.

In
consideration
of

the
effectiveness
of
this
brand
name,
there
are
7
basic
criteria
for
a
good
name
in

branding
(Neumeier,
p.
85):

1.
Distinctiveness

2.
Brevity,

3.
Appropriateness

4.
Easy
Spelling
and
Pronunciation

5.
Likability

6.
Extendibility

7.
Protectability.

The
importance
of
these
factors
is
in
the
value
lent
to
the
mind
of
the
consumer
in

the
recognition
of
your
brand,
recall
of
the
URL,
and
in
the
feeling
created
by
the

experience
of
the
user.

CJexchange.com
is
a
very
distinct
name
for
anyone
involved
in
the
field
of

criminal
justice.

CJ
stands
for
criminal
justice.

And
the
exchange
stands
for
the

exchange
of
information,
education,
and
resources
for
anything
criminal
justice.

There
are
no
resources
like
what
will
be
offered
via
the
site
and
the
name
says

exactly
what
will
be
carried
out
and
whom
the
resources
are
for.

You
can
see
this
in

the
commercials
for
institutions
like
ITT
Technical
Institute
and
the
University
of

Phoenix.

They
refer
to
their
Criminal
Justice
Degree
Programs
as
CJ.

And
even
the

professionals
in
the
field
use
the
initials
in
their
daily
conversations.

The
initials

CJexchange.com
Brand
5

make
them
feel
like
we
are
in
the
inside
with
them
and
know
whom
they
are
and

what
they
need.

Distinction
is
earned,
subtle,
and
effective
with
this
name.

Brevity
of
the
name
is
innate.

CJ
is
very
brief
for
criminal
justice.
The

rhyming
relationship
between
the
“CJ”
and
the
“exchange”
will
actually
work
to
help

people
remember
and
recall
the
name
easier.

They
will
actually
hear
the
rhyme
in

their
mind,
reinforcing
the
brand.

If
it
is
easy
to
remember,
and
they
are
a
part
of

our
tribe,
they
must
be
a
great
resource.

The
goal
is
to
make
them
curious
to
find

out
what
the
exchange
is
all
about.

CJexchange.com
is
very
appropriate
and
is
very
easy
for
those
in
the
field
to

say
and
to
spell
out.

The
“x”
adds
a
very
clean
break
in
pronouncing
the
name.

And

the
“x”
is
synonymous
with
sex.

And
wherever
you
can
create
an
association
to
sex,

you
are
getting
inside
the
animalistic
motivations
that
drive
our
desires.

We
will

take
everything
we
can
get
to
attract
attention.

While
the
name
was
not
the
first

choice,
it
is
beginning
to
feel
that
this
is
the
best
choice.

The
branding
will
be

personal
and
professional,
and
is
all
in
the
name.

Leading
into
the
likability
of
the

name
by
the
users.

It
makes
them
feel
the
part
of
who
they
are
and
what
they
do.

It

is
natural
for
them
and
says
what
it
does
for
them.

While
the
extendibility
of
the
name
may
be
questionable
at
first—as
it
may

be
unclear
initially
what
CJexchange.com
is
all
about.

But
once
users
get
a
feel
for

the
multitude
of
resource
provided,
backed
by
the
feel
of
the
brand,
the
name
will

extend
itself
on
the
merits
of
the
users
spreading
the
word
around
the
Criminal

Justice
System.

While
it
can
be
well
extended,
protection
is
paramount.

The
term

CJexchange.com
Brand
6

should
have
no
issues
gaining
trademark
protection.

CJ
by
itself
may
have
been
an

issue,
but
the
full
term
CJexchange.com
is
unique
and
cannot
be
challenged.

It
will

become
a
well-‐protected
term,
branding
a
vested
resource
center
that
will
serve
the

Criminal
Justice
System.

While
these
seven
criteria
show
that
the
name
is
a
good
name,
the
Law
of
the

Proper
name
brings
more
insight
into
the
power
of
the
name
(Ries
&
Ries,
2002).

The
law
points
out
that
your
name
is
what
sets
you
apart
on
the
Internet.

So
your

name
must
be
the
best
amongst
your
market.

More
qualities
are
pointed
out
that

further
support
the
power
and
the
effectiveness
of
CJexchange.com.

These
include:

simplicity,
suggestion
of
category,
uniqueness,
alliterative,
intelligibility,
shocking,

and
personalized.

The
goal
is
to
have
the
name
be
the
brand
and
make
the
user
feel

what
they
will
be
getting
in
return
for
their
visit,
time,
money,
and
more.

CJexchange.com
represents
an
experience
and
so
much
more
that
the
Criminal

Justice
System
has
not
seen
as
of
yet.

Brand
Identity

“Logos
are
dead!
Long
live
icons
and
avatars!”
(Neumeier,
p.
87).

With
this

quote
in
mind,
IFFE
will
take
from
the
existing
logo
the
elements
that
represent

education,
information,
and
solutions
(Figure
1).

The
existing
logo
has
been
around

for
5
years
and
represents
IFFE—versus
the
products
or
solutions.

CJexchange.com

will
be
a
brand,
and
will
be
related
to
IFFE
and
in

only
one
way—the
training
video
resources.

CJexchange.com
will
be
its
own
brand

CJexchange.com
Brand
7

with
its
own
identity;
and
an
icon
will
be
developed
that
will
exhibit
the
necessary

qualities
to
represent
and
communicate
the
brand
image
effectively
and
naturally.

The
current
idea
involves
using
an
icon
that
represents
the
earth
that
will

contain
the
initials
“CJ”.

This
will
give
the
brand
an
all
encompassing,
global

identity.

Digging
deeper
and
identifying
the
part
of
CJexchange.com
that
is
the

innovation
behind
the
brand
will
be
identified
by
the
word
“exchange”
wrapping

around
the
globe
like
a
ring
from
another
planet.

Identifying
the
fact
the

CJexchange.com
is
brining
out
of
this
world
resources
to
the
world
of
criminal

justice.

Use
of
color
will
be
considered
in
the
design
of
the
CJexchange.com
icon
in

relation
to
the
“messaging
power
in
marketing
and
branding,”

(Sullivan,
2008).

Red
will
definitely
be
the
major
color
as
it
relates
to
blood,
danger,
and
strength.

A

complimentary
color
could
be
either
white
or
yellow.

The
globe
will
be
blue
so,
quit

possibly
white
would
be
the
wise
choice.

Being
an
American
company
serving
the

American
Criminal
Justice
System,
red,
white,
and
blue
would
most
definitely

promote
patriotism.

The
other
color
to
consider
is
yellow,
for
its
symbolism
of

“wisdom
and
intellect”
(Sullivan,
2008).

By
projecting
image
with
use
of
color
the

brand
identity
can
further
be
established
and
reinforced
(White,
1990).

Brand
Word

Evaluation
of
the
brand
in
consideration
of
the
word
use
uncovers

interesting
insights.

With
consideration
of
the
Law
of
the
Word
“a
brand
should

strive
to
own
a
word
in
the
mind
of
the
consumer”
(Ries
&
Ries,
p.
22).

While

CJexchange.com
Brand
8

CJexhange.com
is
in
essence
a
compound
word
made
up
of
three
words,
two
of

which
being
in
initial
form.

However,
the
nature
of
the
word
in
relation
to
the

market
segments,
ownership
of
the
word
exchange
is
created
in
the
minds
of
the

market.

“CJ”
is
the
association,
the
relationship
with
the
target
market
that
calls

their
attention
to
CJexchange.com.

As
explained
previously,
CJ
is
abbreviation
for

criminal
justice,
and
is
utilized
within
the
industry
as
their
jargon
or
slang.

It
can
be

viewed
as
such
as
this
grabs
the
attention
of
those
who
know
what
CJ
stands
for.

This
leaves
the
word
“exchange”
as
the
identifier
for
the
services
and
experience

IFFE
is
providing
via
CJexchange.com.

The
exchange
of
information,
data,
and

experiences
is
what
separates
CJexchange.com
from
any
would
be
competitor.

IFFE

is
the
first
to
provide
these
solutions
in
this
manner,
and
the
word
use
will

consistently
work
to
keep
us
set
apart
from
any
future
competitors.

Business
Card

The
existing
business
card
IFFE
uses
can
be
seen
in
Figure
2.

Keeping
in

mind
that
this
card
was
developed
for
use
with
the
original
site
and
the
original

business
model,
ForensicDeathInvestigstion.com.
It
is
important
to
point
out
that

the
use
of
white
space
and
interesting
graphics
will
be
the
link
between
the
two

Web
sites.

While
each
site
is
designed
specifically
for
different
target
segments,
who

make
use
of
our
resources
in
different,
yet
symbiotic
means,
the
design
of
the

CJexchange.com
card
will
be
similar
in
nature,
with
a
different
logo
and
different

graphics.

Yet
the
feel
will
be
relative.

The
business
card
for
CJexchange.com
will
be

more
like
a
ticket
that
will
motivate
the
prospective
user
to
want
to
get
on
and
see

CJexchange.com
Brand
9

what
it
is
all
about.

The
goal
of
the
card
will
be
to
do
what
the
existing
card
does,

project
professionalism
and
resourcefulness
targeted
specifically
for
the
Criminal

Justice
System.

The
tagline
will
be
present
as
wall
as
a
call
to
action
to
motivate
the

prospective
user
to
get
on,
sign
on,
and
pay
for
training
that
day.

Brand
Tagline

IFFE
has
used
the
tagline
“Proudly
serving
Law
Enforcement
for
more
than

25
years…”
for
and
the
company’s
marketing

literature.

This
is
being
pointed
out
in
order
to
show
that
this
tagline
really
is

ineffective—rather,
it
is
counterproductive
in
sorts.

It
is
very
general
and
has

actually
worked
against
IFFE
by
cutting
potential
reach
to
various
market
segments

in
the
field.

The
Criminal
Justice
System
includes
law
enforcement,
forensic

scientists,
lawyers,
Homeland
Security,
private
security,
crime
scene
cleaners,

training
academies,
public
and
private
Universities,
trade
schools
and
so
many
more

professions.

IFFE
basically
pigeon
holed
the
initial
site
into
just
the
law

enforcement
niche.

CJexchange.com
is
a
new
resource
providing
new
solutions
to
the
industry
as

a
whole.

The
proposed
tagline
that
is
close
to
where
it
needs
to
be
is,
“The
first
for

Criminal
Justice.”

Ries
&
Ries
make
numerous
comments
on
the
power
of
not
only

being
the
first,
but
also
having
your
market
segments
recognize
you
as
the
first

(2002).

This
tagline
seems
to
promote
this
idea
and
works
in
correlation
with
the

name
of
the
site.

Look
at
them
together
as
a
sentence
and
get
the
feeling
the
brand

CJexchange.com
Brand
10

emits:
“CJexchange.com,
the
first
for
Criminal
Justice.”

It
makes
the
target
feel
that

they
need
to
know
what
the
“exchange”
is.

Brand
Messaging

Brand
Archetype

Expressing
your
brand
through
use
of
an
archetype
is
very
effective
for

communication
and
the
feel.

Use
of
a
brand
archetype
via
Brandhouse.com
has

shown
IFFE
that
their
past
and
future
design
and
marketing
efforts
are
inline
with

the
result
of
this
evaluation
having
IFFE
as
the
Sage
(n.d.).

As
IFFE
holds
true
to
the
Law
of
Siblings
(Ries
&
Ries,
2002)
and
creates
the

new
platform
CJexchange.com,
the
branding
will
provide
clients
with
the

feel/experience
of
the
resources
IFFE
provides
and
will
be
providing.

As
we
are

serving
the
Criminal
Justice
field,
providing
training
resources
and
tools
that

connect
students,
teachers,
and
professionals;
these
main
attributes
fall
perfectly
in

line
with
the
Sage
archetype.

While
the
company
goals
are
to
provide
the
true

experience
behind
crime
scene
and
death
investigation,
exposing
the
reality
with

fact,
IFFE
is
determined
to
provide
clients
with
intelligence,
wisdom,
direction,
and

encouragement.

These
are
all
fine
qualities
of
the
archetype
that
express
the

mission.

Everyone
in
the
field
has
photos
of
crime
scenes,
but
IFFE
put
the
resources

together
for
everyone
else
to
be
able
to
learn
and
contribute.

They
say
the
strategy

of
the
Sage
is
“seeking
out
information
and
knowledge;
self-‐reflection
and

understanding
thought
processes”
(Brandhouse.com,
n.d.)

This
is
exactly
what
IFFE

CJexchange.com
Brand
11

is
about
and
the
image
that
must
be
projected
through
branding.

IFFE
can
become

an
unsung
hero,
a
source
of
resources,
and
an
innovator
in
the
field.

All
completed

by
letting
the
people
do
what
they
need
to
do.

Something
a
Sage
is
capable
of

handling.

While
the
existing
site
is
really
branded
as
an
institution,
the
new
site
will
be

a
resource.

This
resource
will
be
backed
with
images
represented
in
the
Sage.

While
is
still
developing
the
logotype
at
the
moment,
these
qualities
and
attributes

will
be
priority:
understanding
thought
processes,
knowledge,
resourceful,
learning

while
teaching.

If
IFFE
can
develop
an
image
related
to
the
criminal
justice

experience,
that
projects
these
qualities,
the
brand
will
be
like
none
in
the
niche.

IFFE
will
be
an
innovator
of
resources
in
the
niche
and
will
create
an
influx
of

potential
purchasers
to
the
training
resources.

Mission
Statement

CJexchange.com
is
determined
to
consistently
provide
innovative
training
and

Internet
technology
solutions
for
the
entire
Criminal
Justice
System.

CJexchange.com
will
always
provide
next
generation
resources,
backed
by

fundamental
training
resources
that
satisfy
the
ongoing
professional
and

career
needs
for
students,
professionals,
and
instructors
in
the
Criminal
Justice

System.

The
scope
will
always
aim
to
understand
the
needs
of
the
Industry
and

to
provide
solutions
that
will
keep
the
Criminal
Justice
System
educated,

informed,
and
connected.

CJexchange.com
Brand
12

The
mission
statement
is
clear
and
concise.

It
points
out
exactly
what
the

company
and
site
will
do,
why,
and
how.

The
main
component
of
success
is
staying

on
top
of
technology
and
knowing
what
the
industry
is
going
to
need
as
they
get
use

to
evolving
Internet
and
mobile
media
technologies.

It
is
written
so
no
matter
the

involvement
with
the
company/resources,
one
will
understand
what

CJexchange.com
does
and
what
the
motivations
are.

It
is
important
to
note
that
as

the
Internet
evolves
almost
day-‐by-‐day,
so
too
does
this
mission
statement.

This
is

more
intrinsic
in
the
function
of
the
mission
rather
the
verbiage
of
the
statement.

Innovation
requires
the
ability
to
predict
trends
in
technology
and
needs
of

consumers.

In
order
for
IFFE
to
provide
these
solutions,
in
the
method
they
are
to

be
delivered,
the
mission
must
involve
the
willingness
and
the
ability
to
change
with

the
technologies
as
they
evolve
and
develop.

Brand
Story

A
young
man
was
faced
with
the
most
horrific
scenario
one
could
imagine.

He
had
walked
in
on
his
parents
who
had
just
been
brutally
murdered.

At
the
age
of

14
years,
one
can
imagine
the
feelings,
the
thoughts,
and
the
emotions.

What
do
you

do?

His
obsession
with
the
TV
show
CSI
had
really
paid
off.

He
had
seen
so
many

episodes
he
knew
that
every
criminal
leaves
something
behind.

He
knew
what
had

happened,
and
knew
nothing
could
be
done.

So
he
took
a
deep
breath
and
prayed

for
the
strength,
and
he
walked
outside
and
immediately
dialed
the
police—

dropping
to
his
knees.

Having
the
sense
to
leave
the
crime
scene
alone
led
to
the

capture
of
the
murderer.

A
fingernail
shaving
fell
off
in
the
assault
and
DNA

CJexchange.com
Brand
13

sampling
led
to
his
capture.

The
instinct
to
know
what
to
do
is
crucial
in
every

aspect
of
the
criminal
justice
investigative
process.

CJexchange.com
not
only

provides
solutions
and
resources
that
connect
you
and
inform
you
of
everything

criminal
justice.

CJexchange.com
provides
training
resources
that
drill
the

fundamentals.

If
Hollywood
and
all
its
drama
can
do
this
for
this
young
man,
image

what
CJexchange.com
does
for
you.

Promotion
Plan

IFFE
has
created
a
strong
name
amongst
many
professionals
in
the
Criminal

Justice
System
over
the
past
5
years
with
ForensicDeathInvestigation.com.

These

people
are
instructors,
teachers,
and
officers.

They
are
the
ones
who
teach
and
train

IFFE’s
secondary
target
market,
the
market
segment
primarily
targeted
for

CJexchange.com.

The
first
strategy
is
to
communicate
with
each
contact,
and
client,

and
tell
them
what
CJexchange.com
is
going
to
provide.

Gathering
their
feedback

and
input
in
these
primary
stages
of
development
will
make
them
feel
like
they
are

contributing
and
will
have
intrinsic
value
for
the
brand
within
their
minds.

IFFE
will

also
learn
what
this
segment
needs
from
these
resources
in
a
very
direct
manner.

By
involving
current
users
and
those
who
have
inquired,
there
is
a
potential
for
a

viral
effect
being
generated
depending
on
how
well
they
take
to
the
ideas
of
the

resources
being
developed.

The
use
of
social
networks,
blogs,
and
PPC
advertising
will
be
implemented

first.

Once
budget
allows,
small
classified
ads
will
be
placed
in
University

newspapers.

The
goal
will
be
to
stimulate
viral
loops
that
generate
traffic
to
the
site

CJexchange.com
Brand
14

and
spawn
the
use
of
the
resources.

Mobile
apps
will
be
developed
along
with
the

resources
as
the
budget
permits.

It
will
also
be
a
goal
to
attend
trade
shows
and
job

fairs
involving
the
Criminal
Justice
System.

No
matter
what
form
these
promotional

efforts
take,
they
will
surely
involve
promoting
and
communicating
the
brand
in

creative,
subtle,
and
innovative
ways.

One
such
way
is
to
create
mock-‐up
crime

scene
videos
and
blast
them
over
the
Internet.

New
opportunities
are
born

everyday,
and
CJexchange.com
will
thrive
of
viral
promotions.

Market
Research

Target
Market

CJexchange.com
will
target
what
has
been
the
traditional
secondary
target

market
of
IFFE
with

Through
nearly
five
years
of

direct
market
interaction
and
multiple
sources
of
mindful
feedback
from
respected

industry
peers
and
professional
of
the
Criminal
Justice
System,
IFFE
has
gained

valuable
insights
into
what
has
not
served
the
practiced
business
model
versus
what

opportunities
will
drive
more
profits
to
the
company.

The
use
of
Internet

technologies
is
creating
entirely
new
business
model
and
functional
opportunities

for
companies
around
the
world.

As
IFFE
has
offered
all
training
resources
via
the

Internet,
the
primary
target
market,
the
teachers,
instructors,
and
bosses
of
the

secondary
market,
are
familiar
with
the
resources
and
will
be
able
to
provide

support
to
the
value
and
presence
of
the
company.

This
will
provide
invaluable

brand
support
and
should
spark
a
viral
communication
effect
with
the
primary
and

secondary
market
segments—collectively
and
individually.

CJexchange.com
Brand
15

While
it
is
outside
the
scope
of
this
analysis
to
explore
the
make-‐up
of
IFFE’s

primary
market
segment,
it
is
stupid
to
ignore
the
potential
impact
on
the
successful

branding
of
CJexchange.com
as
a
creation
of
IFFE.

The
secondary
market,
the

primary
market
for
CJexchange.com
will
consist
of
a
variety
of
people.

The
market

segment
consists
of,
and
is
not
limited
to,
students
in
the
Criminal
Justice
System

and
just
about
anyone
interested
in
the
topic
of
the
investigation
of
dead
bodies
and

how
to
process
them
from
the
moment
of
initial
contact
to
the
signing
of
the
death

certificate.

The
amount
of
interest
in
the
topic
has
grown
exponentially
over
the

past
10
years
as
such
television
dramas
as
CSI,
NCIS,
Law
&
Order,
and
the
others

have
become
extremely
popular.

In
fact,
there
are
more
the
860,000
fans
registered

on
the
Facebook
CSI
page
(n.d.).

Having
access
to
this
page
alone
provides
a
great

amount
of
demographic
and
psychographic
data
as
to
who
is
interested.

In

combination
with
the
demographics
obtained
via
Quantcast.com,
we
are
truly
able

to
target
these
market
segments
effectively
(n.d.).

An
interesting
statistic
learned
is

that
there
are
more
African
American
females
interested
in
careers
and
education
in

criminal
justice.

While
these
types
of
demographics
give
interesting
insights,
it
is

more
important
to
get
into
the
minds
of
the
actual
users
of
the
product
sold.

IFFE

actually
has
direct
feedback
from
nearly
50
students
who
were
given
access
to
the

training
resources.

The
average
price
point
for
students
to
have
access
to
these

resources
is
right
at
$30.00
US.

Most
importantly,
they
said
the
need
these

resources
and
would
use
them
over
and
over
again

(ForensicDeathInvestigation.com,
n.d.).

CJexchange.com
Brand
16

So
while
it
is
easy
to
sift
through
empirical
data,
knowing
these
facts
is
only

half
the
battle.

IFFE
is
ahead
of
the
game
in
that
they
know
the
consumer’s
wants

and
needs.

Students
can
be
viewed
as
a
single
body,
regardless
of
race
and
the

marketing
efforts
of
CJexchange.com
will
reflect
exactly
that.

The
entire
market

segment
demonstrates
needs
for
Internet
solutions
that
provide
education
and

training
as
well
as
education
and
career
management
resources.

While
the
target

market
segments
will
be
hunted
down
into
the
variety
of
tribes
they
run
in,

CJexchange.com
will
become
the
nucleus
that
attaches
all
segments
of
the
Criminal

Justice
System.

So
in
this
case,
IFFE
will
benefit
tremendously
from
looking
at
the

entire
body
of
the
Criminal
Justice
system
while
formulating
the
actual
business

model.

When
it
come
time
to
actually
implement
marketing
and
advertisements,

IFFE
will
then
develop
specific
literature
and
marketing
media
catered
to
attract
the

interest
and
spark
the
curiosity
of
the
variety
of
market
segments
that
will
benefit

from
and
who
will
actually
pay
to
use
the
resources.

The
entire
body
of
the
Criminal

Justice
System
ranges
from
students
at
the
collegiate
level,
to
professionals
who

have
served
for
the
span
of
a
lifetime
in
some
cases.

The
biggest
factor
is
that
these
resources
are
needed
Internationally.

Language
barriers
must
be
broken
and
translated
forms
of
both
the
site
content
and

the
training
video
content
must
be
made
available.

Partnering
with
a
leader
in

Internet
and
DVD
training
solutions
like
Rosetta
Stone
Software
could
prove
to
be
a

very
unexpected
and
rewarding
partnership.

The
composition
of
the
marketplace

and
the
niches
at
the
International
level
creates
an
opportunity
to
create
an

CJexchange.com
Brand
17

International
resource
that
creates
a
working
global
International
Criminal
Justice

Training
Society.

One
valuable
insight
here
is
that
it
is
illegal
in
many
states
of
the

United
States
to
document
and
broadcast
an
autopsy
examination.

While
in
other

countries,
this
surely
is
not
an
issue
in
the
name
of
education.

The
target
market
is

multidimensional
but
unified
within
one
common
aspect—the
way
in
which
these

people
think.

To
be
in
the
Criminal
Justice
System,
you
must
be
a
certain
kind
of

person.

And
this
is
what
IFFE
targets,
these
very
motivations,
rather
than
focusing

solely
on
the
traditional
demographic
data.

Product
Description

The
physical
product
that
is
the
source
of
the
development
of

CJexchange.com
has
been
marketed
via

This

training
program
consists
of
5
DVD’s,
2
CD-‐ROM’s,
and
lifetime
access
to
the
training

videos
streaming
online.

The
modules
break
down
as
follows:

Module
1:
The
Forensic
Death
Investigation
DVD
Training
Video

Content
for
the
main
DVD,
Forensic
Death
Investigation,
is
the
result
of

1000's
of
autopsy
and
crime
scene
investigations.
This
video
is
the
first,

all-‐encompassing,
training
video
that
covers
the
entire
investigation

process
relating
to
crime
and
accident
scenes
resulting
in
death.
To
watch

videos
that
are
in-‐depth,
and
with
actual
photographs
from
crime
scenes,

this
program
sets
the
standard
for
a
true
audio-‐visual
learning
experience

discovering
forensics.

CJexchange.com
Brand
18

IFFE
has
implemented
what
is
called
the
KeyWord
CallOut.
Each
time

an
important
concept
or
vocabulary
term
is
referenced
in
narration,
a

graphic
appears
with
the
word
for
visual
reference.
Reinforcing
what
is

heard
in
narration,
and
then
portrayed
with
the
video
images,
is
further

reinforced
by
the
ability
to
see
the
visual
spelling
of
each
integral
concept.

This
technique
submerses
the
users
mind
with
the
content,
stimulating

their
brain
with
multiple
learning
cues,
all
at
once.
This
comprehensive

tool
is
a
first
for
Criminal
Justice.
Forensic
Death
Investigation
exposes

and
explores
each
of
the
following
12
topics:

o Initial
Response

o The
Medical
Examiner

o Identification
of
Human
Remains

o Postmortem
Change

o Blunt
Force
Trauma

o Motor
Vehicle-‐Pedestrian
Impact

o Incised
Wounds

o Stab
Wounds

o Gunshot
Wounds

o Death
by
Asphyxia

o Burns

o Railway
Injuries

CJexchange.com
Brand
19

Module
2:
Forensic
Death
Investigation
Interactive
CD-ROM

With
years
of
development
invested,
Forensic
Death
Investigation
is
a

tool
that
feeds
the
mind
and
provides
solid
reinforcement
of
subject

matter
that
depends
on
exposure,
visualization,
and
experiential

understanding.
The
reality
is
this
is
an
innovative
tool
that
supplements

crime
scene
classes
and
crime
scene
schools.
This
is
a
true
interactive

streaming
video
experience.
We
took
Module
1
to
our
studio
and
splice-‐

edited
it
into
more
than
420
individual
video
clips
that
are
now
used
as

the
library
of
video
answers
in
this
Interactive
Internet
Review
at

www.FdiLab.com.
The
user
can
review
in
sequence,
or
randomly,
the

420+
questions
that
cover
each
topic
of
The
DVD
Training
Video.
Users

are
given
the
choice
to
watch
the
video
answer,
as
well
as
reading
the
text

answer
on
the
screen.
Submersion
into
the
subject
matter,
at
your
pace,

guarantees
a
solid
and
user-‐rich
learning
experience.

Modules
3,
4,
5,
and
6:

Forensic
Death
Investigation
Question
and
Answer
Review
Series

Further
supporting
the
first
two
Modules
of
the
training
program,

these
(4)
1-‐hour
DVDs,
put
the
user
in
a
timed
experience.
The
questions

are
displayed
on
the
screen
and
then
followed
by
the
same
video
answers

they
have
been
absorbing
on
www.FdiLab.com.

With
the
ability
to
pause

anywhere
in
the
video,
these
can
be
used
further
for
discussions
and

CJexchange.com
Brand
20

lectures.
These
DVDs
will
work
in
both
the
computer
and
in
any

home/entertainment
DVD
player.

Module
3
covers
questions
1-‐105...

Module
4
covers
questions
106-‐209...

Module
5
covers
questions
210-‐313...

Module
6
covers
questions
314-‐421...

Module
7:
Forensic
Death
Investigation
Resources
CD-ROM

The
7th
and
final
Module
included
with
Forensic
Death
Investigation
is

this
CD-‐ROM,
which
contains
printable
versions
of
each
and
every

Question
and
Answer
reviewed
in
this
training
program.

This
also

includes
an
entire
Course
Outline
that
can
be
printed
and
implemented
in

any
manner
to
fit
the
needs
of
the
user.
This
tool
is
a
true
resource
for

Forensic
Programs,
professionals,
and
students
at
every
level
of

education
and
experience.

With
better
understanding
of
the
training
resources,
it
is
plain
to
see
that
IFFE

has
a
very
unique
product
that
provided
innovative
solutions
to
a
refined,
but
ever

expanding
niche.

CJexchange.com
is
being
built
in
order
to
sell
these
training

resources.

While
limited
access
to
the
resources
will
be
made
available
at
a
rate
of

$10.00
US
for
7
days
of
access,
semester
access
will
be
provided
for
those
who

purchase
the
semester
student
special.

This
sale
will
include
the
physical
DVD/CD-‐

ROM
package
for
an
additional
$25.00
US
on
top
of
the
$39.00
US
charge
for
four

months
of
unlimited
access.

This
will
be
the
only
aspect
of
CJexchange.com
that
will

CJexchange.com
Brand
21

be
sold.

Everything
marketed
to
the
Industry
about
CJexchange.com
will
be
free
to

use
services
and
resources.

These
resources
will
be
free
and
will
represent
the
technological
innovations

that
IFFE
has
to
offer
the
Criminal
Justice
System,
especially
the
students.

These

solutions
will
be
in
the
realm
of
Web
2.0
applications
and
mobile
media.

Including

but
not
limited
to
blogs,
social
network,
job
board,
tutoring
services,
interactive

crime
scene
builders,
and
more.

The
goal
is
to
allow
the
user
to
feel
like
they
are

creating
the
brand
themselves
while
we
hand
them
the
tools
to
do
so.

By
connecting

the
Criminal
Justice
System
via
the
Internet,
the
brand
will
grow
as
an
innovator,

provider,
and
teacher.

Long
live
CJExchange.com
as
the
Sage!

Competitive
Differentiators

IFFE
has
been
the
first
to
provide
high
quality
training
videos
involving
the

forensic
investigation
of
the
dead
body
and
processing
at
the
crime
scene.

While

development
of
new
videos
is
mandatory
for
continued
success
of
the
company,
it

still
has
been
branded
as
a
first
in
the
industry.

There
really
are
no
direct

competitors,
except
for
Hollywood.

Hollywood
is
Hollywood
and
students,
teachers,

and
professionals
always
seem
to
differentiate
between
what
is
suitable
to
watch
to

learn,
and
what
was
developed
for
entertainment
purposes.

As
long
as
CJexchange.com
always
provides
up
to
date
technology
and

Internet
based
solutions,
the
brand
differentiation
will
always
be
in
check.

Since

CJexchange.com
will
be
a
true
first
for
the
Criminal
Justice
System,
the
brand
will
be

just
that,
the
first.

All
others
will
either
be
subpar
to
the
resources
offered,
or
the

CJexchange.com
Brand
22

market
segments
main
just
ignore
them
entirely.

Once
you
create
a
Google
for
your

industry
so
to
say,
all
others
will
be
Yahooing
to
be
a
Bing.

In
other
words,

CJexchange.com
will
be
the
leader
as
the
pioneer
for
all
encompassing
solutions

providing
resources
for
a
common
need.

Education,
social
applications,
and
career

management
will
be
the
keys
to
making
all
competition
compete
for
second.

By

being
the
first
to
provide
Internet
based
training
solutions,
IFFE
gets
to
build
off
of

this,
solidifying
competitive
differentiation.

Summary

IFFE
has
effectively
used
for
the
past
five

years.

IFFE
has
grown
slowly
yet
effectively,
and
has
understood
and
taken
to
heart

the
feedback
provided
by
potential
users,
users,
and
peers
in
the
field.

Through
this

growth,
and
through
in-‐depth
research
and
development
of
Web
2.0
Internet

technologies,
IFFE
has
seen
the
opportunity
to
create
another
first
for
the
Criminal

Justice
System—CJexchange.com.

CJexchange.com
will
be
the
first
to
provide
social

and
mobile
media
applications
designed
specifically
for
the
Criminal
Justice
System.

Through
this
Internet
platform,
IFFE
will
be
able
to
market
directly
to
their

secondary
market
segment.

This
segment
has
been
missed
in
all
previous

marketing
efforts
of

Further,
the
primary
target

market
has
done
nothing
to
matriculate
the
information
to
the
secondary
market.

This
analysis
has
shown
this
and
the
importance
of
branding,
how
it
will
be

developed
and
maintained,
and
what
IFFE
will
do
to
become
another
first
for

criminal
justice.

Branding
is
what
makes
or
breaks
the
success
of
a
company.

IFFE

CJexchange.com
Brand
23

has
indirectly
put
this
process
into
action
over
the
past
five
years,
gaining
valuable

insights
into
the
market
in
respect
to
branding
strategies
and
opportunities.

Research
from
these
market
segments
and
understanding
is
what
will
allow

CJexchange.com
to
become
the
leader
that
innovated
the
Criminal
Justice
System
on

the
Internet.

CJexchange.com
Brand
24

Figure
Caption

Figure
1.
This
is
the
original
logo
for

Figure
2.
This
is
the
original
business
card
for

CJexchange.com
Brand
25

Figure
1

CJexchange.com
Brand
26

Figure
2

CJexchange.com
Brand
27

References

Brandhouse.com.
(n.d.).
Retrieved
October
20,
2009
from
http://www.brandho

use.com/Web/EN/Archetypes/Find+your+archetype

Facebook.com.
(n.d.).
Retrieved
September
23,
2009
from
http://www.facebook.co

m/search/?q=CSI&init=quick#/CSICrimeSceneInvestigation?ref=search&sid

=1676255965.319495464..1

(n.d.).
Retrieved
September
26,
2009
from

http://www.forensicdeathinvestigation.com/

Neumeier,
M.
(2006).
The
brand
gap.
Berkeley,
CA:
New
Riders.

Quantcast.com.
(n.d.).
Retrieved
October
26,
2009
from
http://www.quantcast.com/

Ries,
A.,
&
Ries,
L.
(2002).
The
22
immutable
laws
of
branding.
NY:
HarperCollins.

Sullivan,
E.
(2008).
Color
me
profitable:
Savvy
marketers
recognize
color’s
mess

aging
power
in
marketing
and
branding.
Retrieved
October
23,
2009
from

http://www.ara.nl/weblog/wp-‐content/uploads/2008/11/kleur.pdf

White,
J.
(1990).
Color
for
the
electronic
age.
New
York,
NY:
Watson-‐Guptill

Publications.

Brand Strategy Aaron Abbott

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