際際滷

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Links to Learning
Overview







Introduction
Branding and Communications - what they are
Taking a brand to pieces - BP - branding exercise
Whats it all for?
Who can make a di鍖erence to you
Summary
Introduction




This morning
Whos here?
Action sheets.
What is communications?

E鍖ective communication motivates people and helps
you to accomplish your goals.
What is communications?
Your
Audience

Your Goals

Your
Messages
What is communications?
What is a brand?
 The association between a person, organization or
product and the end result.
For Example...
Find the End Result...
 Reality:

 Brand:

 Cramped

 Adventure

 Wet and cold

 Return to your youth;
whats important

 Sweaty
 Hard work
 Bug bites, sore saddles
 Hungry

 Feeling good about
Yourself
 Friendship
Take Another Look
Im going to die.
Im going to die.
Im going to die.
Taking a brand to pieces
 Old BP logo used from 1979 until 2000
 Corporate, conservative
 Needed to change to keep in touch with
changing demographics
Taking a brand to pieces
 As far away from gas as possible, more
like a face care logo.
 More feminine, use of sans-serif font
makes it more modern and understated.
 A big shift in brand appearance.
Ho
ne

 The initial glow of the BP brand mark
has shown signs of wear as critics
charge that the brand is not meeting its
own challenge to adhere to
environmental and safety goals. ...the
Wall Street Journal speculates, that
ranking will slip (WSJ, 16 June 2006).
sty

 A companys identity and position
statement cannot be simply pasted on to
inconsistent actions.
Branding and Communications
Vectors

Professional
10

Edgy

1

10

1 Casual

Status Quo
Your turn!

Professional
10

Edgy

1

10

1 Casual

Status Quo
Vectors

Professional
10

Use
1
Edgy
Make

Utilize
10
Status Quo
Manufacture

1 Casual
Whats it all for?




Whats the point?
What happens if you dont do it?
How do you decide what to focus upon?
Who can make a di鍖erence?






Who in鍖uences your organization?
What do you want them to do?
How do you prioritize?
Tools
Feedback, consistency, adapting.
Summary
 Introduction
 Branding and Communications
 What they are
 Taking a brand to pieces - BP - branding exercise
 Whats it all for?
 Who can make a di鍖erence to you
 Summary.
Thank You
Richard Truman
richard@coppermoon.ca
778-929-1662

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Branding and Communications