NEDC: BRANDING/RESEARCH PROJECT

April 21, 2016

AUDIENCE POLL

Text 3 words that describe Norman from an economic development perspectiveFirst, text NEDC to 22333 once to joinThen text your answers (in one text or individually)

THE BRAND DIG PROCESS

A brand is developed from existing factorsFoundation for all communicationsExternal audience: Frame of referenceInternal audience: Compass

A BRAND IS NOT

A nameA logoA productA personA campaign

A BRAND IS A PROMISE

Communicates the value of the companyOwns a position in the marketCovers all targetsCreates reasons to support the organizationIs equally effective across all mediums

EQUIPMENT CHECK

Our brand is born from our internal cultureIt’s important to know what our assets areUtilize in-depth interviews to uncover these

SURVEY THE ENVIRONMENT

Who are our major competitors?What positions do our competitors occupy?What attributes appeal to our targets?Which attributes should be highlighted?

SURFACE COLLECTION

How are we perceived?Are perceptions accurate?Which attributes should we exploit?Which attributes should we reposition?

GUIDED EXPLORATION

Explore dataDefine brand characteristicsBegin defining brand

SCREENING

Run ideas through screening processDiscard positions that don’t hold promiseExplore those that remain viable

POSITIONING THE BRAND

FUN FAMILY ENTERTAINMENT

AUTHENTIC ATHLETIC APPAREL

THE ARTIFACT

A well-defined brand that is relevant to allBrand vision that defines our highest callingA brand statement for all communications Strategy to correctly position the brand

REVEAL PROCESS

Key stakeholders involved throughout processLaunch strategy is part of deliverableRemember, this is not about a logo and tagline