Sustainable Strategies in Daylighting Research – Approach – Materials - Support
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Transcript of Sustainable Strategies in Daylighting Research – Approach – Materials - Support
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Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
Welcome Everyone!
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Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
Why we are here
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Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
How we got hereLinda Byam
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Sustainable Strategies in DaylightingResearch – Approach – Materials - Support
Our EvolutionScott Hauman
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FINDING DUO-GARD’S BRAND VOICE
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Goals
1.How can Duo-Gard build an authentic and purposeful brand
2.How can Duo-Gard leverage a brand in this new, ever-connected economy
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What the heck is branding anyways?
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Your brand isn’t what you say it is—it’s what they say it is.
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70% only know you fairly well or just a little= Awareness and storytelling barriers
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Most significant influence on decision to select and engage Duo-Gard
= Ability to customize
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70% feel Duo-Gard is a leading innovator in the field of polycarbonate technology
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Top Strengths
= Superior Flexibility= Superior Customizable Solutions
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Leading Brand Descriptors
= Accommodating (89%)= Forward-thinking (67%)
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Duo-Gard Uniqueness and Specialness
= The offer and delivery of customization
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The Competition
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Duo-Gard | Internal to External Brand Communications Platform
Purpose
Mission
Vision
Trueline
Tagline
5: Tagline (An out-facing expression of your trueline)Forge ahead.
4: Trueline (An internal expression of Duo-Gard’s most compelling differentiator) Unmatched design and performance options that form tailored, integrated building solutions for architects and designers
3: Vision (A bold picture of the future to focus everyone’s efforts on the mission)Spaces in harmony…for every generation.
2: Mission (An over-arching strategy for achieving your purpose)Activate the global architecture, design and building marketplace to embrace and champion innovative sustainable building products
1: Purpose (The fundamental reason Duo-Gard is in business beyond making money)To be a catalyst for inspiring, sustainable building communities
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Forge Ahead.™Duo-Gard
Symbolizes:A “call-to-action” for designers, architects and builders to…• Advance• Meet today’s challenges• Collaborate and move forward• “You design it, dream it or
imagine it. We build it.” Reflects:• Skilled expertise• Craftsmanship• Partnership• Innovation• Guts and hard work
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Brand Traits and Personality
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Avid
Ambitious, passionate, striving
Canny
Keen, clever, imaginative
Adaptable
Flexible, nimble, fitting
Guiding
Beacon, ally, visionary
Forge Ahead.™
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The Brand Story
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Brand Story Elements
Forge Ahead
Duo-GardGuiding
AdaptableCannyAvid
Spaces in Harmony
The Brand Experience
The Brand Promise
The Brand Reward
Core Brand Stance:The Visionary: A Challenger brand setting out a much higher vision that transcends the category nature.
Key story points:• Forging integration of
new technologies is the key to the realization of sustainable products
• Duo-Gard strives to forge products that redefine the standard for performance
• Creative and innovative engineered solutions can be forged through collaboration
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How the brand should look, speak and act
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Does this align with the new platform?Does this reflect our new brand personality?Can this pair with the new tagline?Does this signal innovation?
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Our Past Our Future
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The Duo-Gardian Manifesto
Scott | 5 min.
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Product/Vision
Mike & Dave10 min.
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Living the Brand
Distribution of Gifts | Led by Julie10 min.
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The Duo-Gardian Award
Led by Mike | 5 min.
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Closing/Thank You/Toast
Led by Dave