Jamie BowermanBrand Identity

Robert Bau-Serv 724

Brand Identity: Band-Aid

Where I Come From?Johnson and Johnson

What I Do, How I Do itSelf adhesive bandages

Who I Do it ForAnyone thats need me

How I Help ThemI allow you to bandage your wounds without a nurse

How I AmI am like Superman I came to your aid in dangerous situations to save you

What I Believe inConvenience, comfort, and safety

Why I ExistTo help make people safe

What I ultimately want to achieveContinued growth and innovation in wound treatement

Brand Identity: Band-Aid

Brand Heritage: Band-Aid

I was invented in 1920 by Earle Dickson, an employee of Johnson & Johnson. My wife Josephine Dickson frequently cut and burned herself while cooking. I was the prototype product that allowed her to dress her wounds without assistance.

Brand Offering: Band-Aid

I dress wounds without nursing assistance.

I offer multiple bandage sizes

I can be carried in your back pocket

Brand Audience: Band-Aid

I make bandages for children

I make bandages for parents

I make bandages for anyone, all ages

Brand Benefits: Band-Aid

I dress wounds without having to go to the hospital.

I can fit in your back pocket. I can stick anywhere

Brand Personality: Band-Aid

I am strong enough to stick to anything

I can go anywhere I protect you if your hurt

I am like Superman

Brand Beliefs/ Values: Band-Aid

I believe in keep you safe and protected

You can carry me with you anywhere.

I do not require instructions

Brand Mission on Earth: Band-Aid

I keep you safe if you get injured anywhere you go

Brand Vision: Band-Aid

To further the aid of wounded people

To provide protection for all kinds of wounds

To further the aid of wounded people

To provide protection for all kinds of wounds

Brand Positioning: Band-Aid

I am the only bandage that sticks to you anywhere to protect your wounds in an era of boo-boos big and small.

Fun fact: The products long running commercial jingle Im Stuck on Band-Aid was written by singer Barry Manilow.

Positioning Map: Band-Aid

Generic High Quality

More fun

Plain

High Quality

Personal Reflections: Band-Aid

Because Band-Aid was the first adhesive bandage on the market, Band-Aid has become what is refered to as a ge-neric brand, meaning that the name is so recognizable it is instantly tied to the brand.

Because ot this there is very little Band-Aid has to do other then focus on new technologies in wound dressing and changes of the appearance of the bandage such as new characters or pop culture references.

Innovation Opportunities: Ben and Jerrys

How can Band-Aid offer greater wound protection?

Are there any characters or imagery to place on the bandage to gain greater wallet share?

Is there other markets or uses for Band-Aids outside of wound dressing?

Brand Identity: TOMS

Where I Come From?Blake Mycoskie

What I Do, How I Do itShoe for Tomorrow, Buy one, Give one.

Who I Do it ForMy customers and kids who need shoes

How I Help ThemEvery time someone buys a shoe I give a pair of shoes to the needy

How I AmI am like a young, enterprneurial Santa Clause

What I Believe inGiving shoes to the needy and making a profit

Why I ExistTo help put shoes of kids feet and make a profit

What I ultimately want to achieveTOMS glasses, raise more awareness to global poverty

Brand Identity: TOMS

Brand Heritage: TOMS shoes

I was created by Blake Mycoskie. On a trip to Argentina, Blake saw children with no shoes unable to go to school. Realizing how important shoes were Blake decided to start a shoe company.

TOMS donates a pair of shoes to children in need for every shoe sold. This allows kids to attend school and perform lots of other functions simply by having shoes on their feet.

Brand Offering: TOMS shoes

For every pair of shoes I sell, I give a pair to someone who needs them

I am derived from the word tomorrow, and evolved from the original concept, Shoes for Tomorrow Project.

I sell Argentine Alpargata style shoes in a wide array of retail locations in 20 countries.

I am using a similar model of one for one with eye glasses.

Brand Audience: TOMS shoes

I give shoes to children (especially impoverished)

I am for people who like the style

I am for people who like the back story

I am for americans who feel guilty about capitalism

Brand Benefits: TOMS shoes

I create awareness on global issues.

I use the BOGO model-buy one shoe and well give one shoe.

I sell fashionable Argentine style Alpargata shoes

Brand Personality: TOMS shoes

Donating makes me feel good.

My style is casual, but I am in tune with the lastest fashion trends. I like to make a difference in the world.

Brand Beliefs/ Values: TOMS shoes

I raise awareness to global issues, particularly children without shoes.

I make people feel good at point of purchase.

I believe in giving one of something for every product I sell (BOGO model).

Brand Mission on Earth: TOMS shoes

I help people to be informed about world issues.

I give goods to people who need them.

I raise awareness while making a profit.

Brand Vision: TOMS shoes

I want to raise more awareness into global poverty

I want to expand my one for one model into other products/ services

I want to make a profit

I am the only shoe maker who gives a pair of shoes for every pair I sell to a child in need so they can go to school in an era of severe illiteracy and poverty

Brand Positioning: TOMS shoes

Positioning Map: TOMS

Not SociallyConsious

Socially Consious

Casual

Serious

Socially Consious

Personal Reflections: TOMS

While Blake started with good intentions, the story of what he does gets lost a bit when TOMS has become a feel good product for celebrities.

TOMS also only offers one style and I question how much room for growth there is with a BOGO model. Im not sure there is any room for growth with this business model and while its makes people feel good to donate great, TOMS raises the give a man a fish, teach a man to fish argu-ment, which seems to make it highly controversial.

Innovation Opportunities: TOMS

How can we market to non-celebrity consumers who share TOMS brand ideals?

How can we tell our story to better support consumer loyality and brand growth.

Is there a way to revise our BOGO Model to other products or services?

Is the BOGO model effective for growth? If not can we alter the model while maintaining a similar brand offering?

Brand Identity: Ben and Jerrys

Where I Come From?Ben Cohen and Jerry Greenfield What I Do, How I Do it

Sell Ice Cream at various locations

Who I Do it ForPeople all ages.

How I Help ThemI give fun flavors some times with a socially conscious theme

How I AmA smart hippy, who likes to have fun

What I Believe inFun Flavors and Social Awareness

Why I ExistTo make exciting, social conscience ice cream

What I ultimately want to achieveMake a profit with being a leader in social and ethical business practices

Brand Identity: Ben and Jerrys

Brand Heritage: Ben and Jerrys

I started in 1977 when lifelong friends Ben Cohen and Jerry Greenfield completed a correspondence course on ice cream making from the Pennsylvania State Universitys Creamery.

On May 5, 1978, with a $12,000 investment I opened an ice cream parlor in a renovated gas station in downtown Burling-ton, Vermont.

I was purchased by Unilever 2002.

Brand Offering: Ben and Jerrys

I make, distribute and sell the finest quality natural ice cream

I operate the company in way that actively recog-nizes the central role business plays in society.

I operate the company on a model of sustainable financial growth, expanding opportunity, and career growth.

Brand Audience: Ben and Jerrys

I make ice cream for anyone who likes all natural and innovative flavors.

I make ice cream for people with a sense of humor.

I am for anyone who wants to support good causes in the world.

Brand Benefits: Ben and Jerrys

I provide unique and original flavors

I create clever ice cream titles with a sense of humor I provide unique services such as the :Cowmoblie, Childrens Defense Fund, and International Free Ice Cream day

I raise awareness to social issues

Brand Personality: Ben and Jerrys

I am ECO-friend and intelligent

I am clever and witty

I am not afraid to be different

I am very colorful

I am socially conscious

Brand Beliefs/ Values: Ben and Jerrys

I believe in a progressive values system

I believe in ethical and profitable business practices

I believe if its not fun, why do it

I adhere to ten sustainability principles.

Brand Mission on Earth: Ben and Jerrys

I exist to have fun.

I exist to make great new flavors with all natural ingredients.

I exist to address social and environmental challenges.

I exist to be a pioneer in how business can be a force for good and address inequalities inherent in global business.

Brand Vision: Ben and Jerrys

I promise all ingredients will be Fairtrade certified by the end of 2013.

I believe people and companies should be able to know where their food is coming from

I believe in fun,new ice cream flavors

I believe in raising awareness to social and global issues

I am the only ice cream maker that uses innovative flavors to raise awareness to everyone all over the world about how a business can be a force for good in an era of global inequality.

Brand Positioning: Ben and Jerrys

Positioning Map: Ben and Jerrys

Not SociallyConsious

Socially Consious

High Quality

Low Quality

Socially Consious

Personal Reflections: Ben and Jerrys

Ben and Jerrys is positioned to attract young, informed consum-ers. Which works because it attracts young professionals and new families, as well as children and hippy types

They sell a quality product at premium price, which is great for people who want that service but not helpful for consumers who are strictly bargain or low price point shoppers.

Hagen-Dazs is thier only real competition in terms of quality but not brand image. Hagan Daz sells quality, sophistication, and el-egance. Ben and Jerrys sells quality, youthful, and educated.

Innovation Opportunities: Ben and Jerrys

How can we market to lower price point consumers without diluting brand culture or perception?

What marketing channels are targeted at lower price point or bargain shoppers

Is there a way to revise our offering to increase wallet share?

Thank You