Shoes.Com Brand Book Abbreviated Version
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This document outlines a strategic plan to further develop the Shoes.com brand identity and position the company for growth. It discusses developing a modern, irreverent personality for Shoes.com to transition it from a warehouse to an online destination brand. The plan proposes simplifying the navigation while retaining necessary information and providing added engagement features. It also recommends establishing a brand positioning as a place where people who love shoes can come together and outlines strategies for creative execution including a new logo, colors, and website design.
Shoes.Com Brand Book Abbreviated Version
- 3. purpose The purpose of this presentation is to outline a strategic and creative platform that helps further develop the shoes.com brand identity and positions the company for the next wave of growth.
- 4. process March 16, 2007 Vision Day completed May 3, 2007 Vision Day summary to Client Ongoing Review of competitive navigation, e-mail blasts and special offers May 4 – 17, 2007 Positioning development/discussion May 17, 2007 Preview meeting with T. Rawson, P. Thiemann May 18, 2007 Toth visit to Shoes.com offices June 7, 2007 Positioning & Creative Presentation ? Re-cap Vision agreements ? Brand Positioning ? Creative Platform ? Identity refinement: logo, color palette, brand patterns, graphics ? Taglines ? Marketing elements: advertising, direct mail, web banners, etc. ? Website: navigation, home page, sub-layers w/o June 18, 2007 Insight Research Groups
- 5. objective Transition Shoes.com from a WAREHOUSE to a DESTINATION, from an AGREGATOR of national footwear brands to an online BRAND that carries the footwear and accessories you love. ? Establish a modern, irreverent personality for Shoes.com ? Simplify yet enhance the navigation by cleaning up the page while retaining all necessary information ? Provide added value features that engage the user and provide an enhanced shopping experience ? Underscore the sense of unlimited possibility/selection that is grounded in Brown’s own “shoe-dog” heritage and style expertise ? Follow a phased approach that addresses the overall look and feel initially, and then provides for added value features, advertising and collateral support as time, technology and budgets allow
- 7. core values At Shoes.com, we believe deeply in empowering and engaging consumers with a better shopping experience. ? Feeding a passion for shoes ? Enabling self-expression, transformation ? Giving power to the individual ? Harnessing the depth/breadth of the Internet as a tool for our consumers
- 8. purpose Shoes.com exists to share our passion for shoes and provide easy access to a world of possibility through our service and content: Content = passion for shoes Commerce = easy access Community = sharing a world of possibility
- 9. brand dna? SMART progressive, forward thinking, informed and intelligent FRIENDLY assisting our customers/ “friends” by providing a social interactive experience POSSIBLE allowing access to everything you want related to shoes COOL fun, exciting, engaging, entertaining REAL authentic, credible, everything about shoes and relating to shoes EASY fast, simple and painless
- 11. positioning strategy Opportunity: Delivering a branded experience with the selection and expertise of a shoe merchant. Innovative/Bold Approach Youthful/Hip Customer Experience Focused personality Broadly Appealing shoes.com Shoe Brand selection expertise Style/Fashion E-tailer of Best Brands Everything Shoes and Relating to Shoes
- 12. unique selling proposition Shoes.com delivers a branded experience with the selection and expertise of a shoe merchant. ? PRODUCT that includes a selection of the best brands people want and expert knowledge about them ? SERVICE that has a fun, fast, witty attitude and feels more like shoe specialist than a warehouse for shoes ? PRICES, SERVICES AND OFFERS that are competitive and provide great overall value
- 13. brand positioning platform Shoes.com makes online shoe shopping SMART, SIMPLE, FAST, and FUN by offering a venue where people can discover what they need and want (DESIRE) in a place where they feel welcome (COMMUNITY).
- 14. brand positioning - original recommendation shoes.com IS WHERE PEOPLE WHO LOVE SHOES COME TOGETHER.
- 15. positioning support FOR THE LOVE OF SHOES A passion for shoes isn’t simply for those Sarah Jessica Parker wannabes and their closets full of Manolo Blahnik’s or Jimmy Choo’s. We all want shoes, need shoes, love and desire them on some level. ? It’s Entourage’s Turtle and his quest for the latest Fukijama’s ? It’s the 40-odd Sneakerheads in New York who line up outside a skate shop every time the latest limited-edition Nike Air Force One or Air Jordan’s are released ? It’s the 45 year-old hospital nurse who just discovered Crocs and buys them in every color and style ? It’s the 50 year-old accountant desperately seeking a replacement pair for his five-year-old Rockport Barnwells
- 16. shoes.com brand platform NOBLE GOAL PURPOSE shoes.com exists to share our passion for shoes and provide easy access to a world of possibility through our service and content. UNIQUENESS UNIQUE SELLING PROPOSITION shoes.com delivers a branded experience with the selection and expertise of a shoe merchant. EXPRESSION BRAND POSITIONING shoes.com IS WHERE PEOPLE WHO LOVE SHOES COME TOGETHER.
- 17. creative strategy What is it about shoes? People get all excited about shoes. They find a pair they like and then they want them in every color. We get that people are a little obsessive about their shoes. That’s why we offer so many styles, why we make it easy to shop without ever even having to leave the house, and why we are looking to be your sole provider.
- 18. soul of the brand Shoes are a necessity. But they do not have to be a boring necessity. They can also be a luxury, or an indulgence, or a hobby, or even a little bit of a problem. Not that we’re enabling addictive behavior or anything, but we have more shoes in more sizes and styles than any other place on the planet. Want to come over and play? Shoes.com.
- 19. brand voice Stand on your own two feet. Scream it from the rooftops. I like shoes. I am happiest when I am buying a new pair of shoes. This does not make me crazy. It makes me just like 98.9% of the rest of the world. We all need shoes. Shoes.com
- 21. shoes.com identity ? Proudly claim the category by focusing on the brand name, Shoes.com, instead of leading with a designated brand icon ? Adopt a clean, modern logotype that is timeless and unfussy. ? Make the identity distinctly ours by using a combination of upper and lower case letters and a customized “o” in a perfect circle or dot shape ? Use a distinctive pop of color to brand the identity and, in turn, the entire site ? Provide a series of secondary icons that can be used in conjunction with the logotype whenever necessary (fav-icons, etc.)
- 22. logo
- 23. favicon
- 24. splash page
- 25. splash page
- 26. splash page
- 27. splash page
- 28. splash page
- 29. results page