BRAND - Liquid Agency

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Liquid Agency Brand Marketing Sponsored by:

Liquid Agency Brand Marketing

Sponsored by:


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Presented at:GlobalShop 2009 on March 23 2009

Sponsored by:POPAIThe Global Association for Marketing at Retail

Delivered by:Alfredo MuccinoChief Creative OfficerLiquid Agency


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Alfredo Muccino

Chief Creative Officer

During his career, Alfredo has been recognized by some of the worlds most prestigious design organizations. He has received awards from the

American Institute of Graphic Arts, the Western Art Directors Club, the Society of Publication Design, the Society of Business Communicators,

American Corporate Identity, and many others.

After selling his business to Full Moon Interactive, he decided i t was time to start a new type of brand agency, and founded Liquid with Scott Gardner.

As Chief Creative Officer, Alfredo sets the tone for the creative approach and the brand strategy work that Liquid delivers. Over the years, Alf redo

has worked on significant brand strategy assignments and major product launches for companies such as Ask, Intuit, LSI, Microsoft, Seagate, Sony,

Plantronics, and Visa. Additionally, Alfredo is the founder of Carta Products a company that makes sophisticated stationery products and home

accessories for the retail market. The collections Alfredo has designed are being sold worldwide, and have been featured in Martha Stewart Living,

InStyle Magazine, Interior Design, Home&Garden, Elle Decor, WallPaper and other publications.

Alfredo has been a featured speaker on the subject of branding and design at San Jose State University, the University of California Santa Cruz,

the Software Publishers Association Conference, the In-Store Marketing Institute, and has lectured across the country on the subject of Brand

Development for the Business Marketing Association.

[email protected]

Over the last 25 years. Alfredo has built a reputation

for delivering innovative design and brand strategy

expertise to the worlds best tech brands. Today, he

is responsible for the vision and the process behind

Liquids strategic as well creative output.


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Liquid is a brand marketing firm with lots of experience helping brands build more effective programs at retail. We

have developed comprehensive merchandising programs that include store-in-store concepts, online and off-line inte-grated promotions, and visual merchandising solutions. We have also designed packaging systems for a variety of

industries, from consumer goods and gifts to consumer electronics and software.

Our clients include Adidas, Hewlett Packard, Microsoft, PlayStation, Plantronics, Slice, Carta, Olive, and more.

Liquid Agency was founded in 2000, yet the partners are seasoned veterans with a diverse background that includes

brand strategy, design and marketing, and many years of experience delivering effective, results oriented programs.

Today we employ about 35 and have offices in San Jose, CA and Portland, OR - but work with clients worldwide.

If youd like to learn more about what we can do at retail, please contact:

Alfredo Muccino

Chief Creative Officer

408.781.2717

[email protected]

Liquid makes stuffhappen at retail.

San Jose

448 South Market St.

San Jose, CA 95113

www.liquidagency.com

Portland

1800 NW 16th Ave. Suite 205

Portland, OR 97209



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Why dowe care?

Branding


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Why brand?

Sell more products,to more people,

more often formore money.Sergio Zyman, former CMO, Coca Cola


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What is a brand?

Brands are not products.They are long-term

relationships between acompany and itsconsumers.Kadie Casey, adidas


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Simply put.

Brands arerelationships.Liquid Agency


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Relationships are not easy.

Brands are not events.

Theyre about falling inlove and stayingconnected.


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We live in a connected world.

www.xxx.com


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Integrated retail marketing

In todays world every brand mustconsider integrated programs:

Online retailing Email marketing Online + offline promotions

Viral marketing Social networking sites Community building


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Again: Why brand?

Brand =Relationship

Relationship = Sales


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How can it makea difference?

Technology


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The key objectives:

1.Create traffic.2.Sell more products.3.Build loyalty.


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What technology can deliver:

Differentiation

Personalization

Cross-selling

Promotion

Tracking


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Lets take a lookat some real lifeexamples.

Case Studies


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Apple

Case Study


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Apple. Although Coca-Cola isconsidered the most valuable brandin the world, Apple is definitelyamongst the most admired.


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Apple. Well, actually, Its a cult.


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Apple brand

Think different about technology. Think different about this company. Think different about our

products. Think different about yourself. Think different about the world.

Think

different.


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Apple workshops

Classes, events, education, entertainment. The store is now a theater for the brand experience.


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Apple widget

Want something to do tomorrow in Las Vegas? Download a widget and be informed.


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Apple EasyPay

Want to buy something at Apple. No need to to look for the cash register. It looks for you!


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Apple metrics

Saks 5th Ave, generates sales of $362 per square foot a year.Best Buy doe $930 (tops for electronics retailers).Tiffany & Co. takes in $2,666.Audrey Hepburn liked Tiffanys for breakfast.But at $4,032, Apple is eating everyones lunch.


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Pep Boys

Case Study


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Pep Boys. The auto industry is in needof fixing, and Pep Boys with over560 stores is feeling the pain. So, it isturning to technology to fix some ofits own problems. In this case in-storeLCDs provide info that leads to moresatisfied customers and more sales.


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Pep Boys since 1921

Manny, Moe & Jack started out in 1921. Cars have changed. So has PepBoys. But their brand hasevolved along the way but theyre still Car People.


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Pep Boys Digital Catalog

Replacing a printed catalog with a digital solution in order to deliver a better brand experience.


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Pep Boys Digital Catalog

Makes it easy (and fun) to find the right parts. Provides up-sell information (premium versions)


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Pep Boys Results

Customer Affinity Members

spend 60% more on average.

Customer Satisfaction scoresare 300% higher for customersthat use the digital catalog (as

opposed to printed piece).

Stores with digital catalogs sell24% more premium SKUs thanstores without them.

60%more sales

300%higher sat.

24%premium


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Pep Boys Theyre all smiles.


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adidas

Case Study


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adidas brand platform

This is the attitude adidas has toward everything it does. It is the attitude that has influenced and

will continue to influence the brand strategy.


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adidas world cup campaign

The campaign was extended to retail environments. Like the adidas Sport Perfomance store in NY.


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The campaign included promotional elements (The Golden Ball Giveaway) and game broadcasts -which were a great way to share the passion - and build a sense of community.


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Face painting. In store and online. Yet another way for adidas to show it understands the sport.


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adidas. Motorsports is one of thefastest growing sports in the worldtoday. adidas has hopped aboard andpartnered with its most popular driver Dale Earnhardt Jr. to not onlydevelop new shoes and apparel forthe drivers but also the fans.


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adidas motorsports

Performance on the track and on pit row, adidas + Dale Jr. is a winning team.


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adidas motorsports video

Engaging the user with video content can be very powerful and can promote product features.


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adidas motorsports widget

Widgets offer up functionality and can be aligned to sell products as well.


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adidas social media

Social media through networking sites has become increasingly popular, as well as an effectiveway to spread the word about new products and services. Through Facebook, lovers of adidascan check in on new apparel, sales and store events.


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method

Case Study


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method. A young brand that is takingan innovative approach to everythingit does, and by challenging conventionis cleaning up the category. Literally.


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method manifesto

New York


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method packaging

The visual language of the package design immediately communicates that these products aredifferent. They are simpler, cleaner, more sophisticated. Essentially, they are way cooler.


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method community

Method has used social media techniques (blogs, etc.) to create a community that fosters and rewardsadvocates


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method advocate kits

The blog page lets people know when Methods Detox Your Home campaign, where Pop Up Shopsquite literally pop-up around the US and offer special discounts to those who have the passwordshared on the blog itself, encouraging customers to stay connected digitally and drives retail activities.

New York


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method results


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intel

Case Study


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Intel. A brand that stands fortechnology innovation gets trulyinnovative at retailand becomespart of the digital lifestyle.


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Intel brand

Setting the tone for the new normal.developing innovations that create a new way of doing

things. First new, then standard (normal).

Leap ahead.


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Intel partners

Second Life: The latest and greatest online experience. Digital Life: the show that celebrates andpromotes tech trends and technologies. DataVision: one of NYs top computer retailers.


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Intel retail event

The retail event was an experiment in Digital Lifestyle. We placed a world-renowned virtual builder(Versu Richelieu) in the DataVision window where she lived for 72 hours and built an entireneighborhood in Second Life.


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Intel retail event

We promoted the event through an email blast and set up a microsite where people could link andparticipate in the event virtually. And, those who stopped by DataVision were offered a $100 discounton Intel Core Duo based systems.


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Intel digital brand experience

In a mere 72 hours, Versu built an entire neighborhoodand managed to create a brandedenvironment for Intel in the middle of Second Life. A place where people canfly and dance!


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Intel retail event coverage

The press loved it. We got coverage in print and online. In real life as well as in thedigital world through RocketBoom, a well respected vlog and through podcasts.


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Intel viral marketing

The social networking sites and the blogs were abuzz with excitement.


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Intel results

DataVision experienced record

sales of Intel products for theentire month and Intel saw a lift

in sales across the entire country.


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nike

Case Study


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Nike. The NIKEiD program allowsconsumers to create one-of-a-kindshoes and apparel. Started in 2008 inEurope, NIKEiD enabled consumers to

create and purchase custom footwearwith a photo taken on their mobilephone.


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Nike PhotoiD


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You can also make an appointment online for one of the few studios to design a completelycustomized shoe with the help of your very own design consultant.


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starbucks

Case Study


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Starbucks. With over 12,000 storesworldwide, Starbucks has becomesynonymous with coffee. It alsoknows that the longer a customer is

in the store the more they will buy and it using technology to keeppeople addicted.


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Starbucks brand.

Starbucks role is to provide uplifting

moments to people every day.


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Starbucks Hear Music Coffeehouses

Starbucks has most recently jumped on the in-store technological wave, teaming up with HP tointroduce Hear Music Coffee House, where customers can create personalized cds from a directoryof music-all in the time it takes to make a venti non-fat latte.


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Hear Music Interface

Using the personal touch screen tablet, you can select, mix and create cds from a library of musicwithin the system. Ten stores in Seattle already feature 68 Hear Music Systems that allow you tohear songs, view videos and create your own media cds for prices lower than average. Thisencourages customers to stay longer and drink more coffee, becoming an entire experience ratherthan just stopping by for an early morning pick-me-up.


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Starbucks events

The idea was also expanded to bringing select artists from the library of music in to the store forsmall concerts to encourage community and the new music systems.


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Starbucks cause marketing

Invite people to do goodand do good to the bottom line.


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free record shop

Case Study


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Free Record Shop. A music storedevoted to giving the consumereverything, always, and everywhere,taking its status as a record store

and expanding to an entertainmentstore.


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yourceyoursource

forentertainment


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Free Record Shop stores

The design and function of Free Record Shop reflects their idea of what entertainment storesshould be. Media stations, touch screens, sound showers and entertainment areas cometogether to create a truly unique and enjoyable experience.


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Free Record Shop touch screens

The touch screens use dynamic interfaces to assist customers in searching for music, viewingtrailers, getting information on new movies and games and much more.


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cellfire

Case Study


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Cellfire. A new free service that isreinventing the coupon industry,making clipping newspapers a thingof the past.


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Cellfire ideas

Its easy to forget the coupon at home, it isnt nearly as easy to forget your cell phone on the table

when you run out the door.

No clipping.

No printing.

No forgetting.


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Cellfire browse quickly

Cellfire features discounts for a wide variety of stores, which also has an option to search by zipcode, for discounts in specific areas through their website or from your mobile phone.


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Cellfire receive deals

When customers find a discountthey want, Cellfire sends themcoupons via text message on their

cell phone. When they visit thelocation, they simply show thecashier the coupon offer on thescreen of their cell phone.


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Cellfire stay updated

Cellfire.com also offers an online community for any questions or help that is needed, and toshare stories and opinions about the service.


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social media

Case Study


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Social Media. Social media isgenerally considered a great cost-effective way to engage consumers inan ongoing dialog, but companies like

Dell and Best Buy are also using it todrive sales.


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adidas facebook

Adidas leverages FaceBook to connect to its audience through their channelsand uses it asaway to distribute promotions that encourage viral marketing and lead to more sales.

i id A B d M k i


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Dell Twitter+Facebook

In addition to fostering communication with their consumers, Dell also offers time-based promotionsthrough channels like Twitter, and Facebook.


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Li id A B d M k ti S d b


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Conclusions

Liquid Agency Brand Marketing S d b


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Rethink the idea of brand.

Dont think of a brand asa logo, or a product, or a

campaign. Think of it as a

relationship.



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Relationships are based on trust.

Trust is earned throughhonest and consistentexperiences - and brandexperiences imply involvingthe consumer.



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Connect the dots.

Drive Retail Sales!

Website. Microsite. Widgets.

Social Networks. In-StoreDisplays. Mobile Solutions.



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Resources



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For more information on the case studies in this presentation, please contact:



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Alfredo [email protected]


BRAND - Liquid Agency

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