Branding – What’s the
Message?
Overview
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Branding: burning an image into the consumer’s mind.
Logos and Images
Slogans
Mascots
Spokespeople – endorsements
Voices
Strategic Partnerships
Use of special guest appearances
General Rules for a Successful Logo
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It is usually:
very simple in design (simple drawing or symbol is
used)
 easy to understand, even at a distance
 one or two colors
 presented in a simple way and is easy to read
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LogoDesignGuru.com
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Symbol that represents a product or company.
Can benefit the company.
Represents a company's personality and worth.
Its uniqueness provides a great advantage to
your product if it is recognizable (vs.
competition)
Pepsi logo no longer needs to be accompanied
by its name; the symbol says it all.
Logo Quiz
More…
Other Logos
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Can you name some other recognizable logos?
Why are some easier to remember than others?
Slogans or Taglines
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When a brand’s advertising is:
Changed (America Runs on Dunkin)
 Undergoes new thinking (I’m Lovin It)
 Introducing new products or services (Moving
Forward)
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Slogans Quiz
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Betcha can't eat just one
An American Revolution
Drivers wanted
Breakfast of champions
Born from jets
Just Do It
Ultimate Driving Machine
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More Slogans
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Can you name other slogans?
Why are some so easy to remember?
Mascots
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Why do some organizations have a mascot?
Advantages and disadvantages
Does HHS?
If you could change Hingham – what would it
be and why?
Other schools and their meaning? Is it related to
their identities? Brockton Boxers?
Halftime
Best
wishes for a wonderful
day for all of you at HHS.
Corporate Mascots
More Mascots
Other Mascots
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Can you name other mascots used by companies
or organizations?
Are they effective? Why or why not?
Spokespeople/Endorsements
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Why do businesses or organizations enlist individuals to
serve as “official spokesperson” for them?
Create a positive association
Curt Schilling – Ford Motor Corp. (What words would
you use to describe Schilling?)
Pepsi - Reggie Bush and Jeff Gordon
Revlon – Halle Berry
Michael Vick - Nike & Coca Cola (need to disassociate)
Can you name any others?
Just
think – if you lived
here you’d be home right
now.
Voices
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What’s the impact of specific voices on
commercials?
Gene Hackman – Delta Airlines & Lowes
James Earl Jones – Verizon
Kate Walsh – Cadillac
Can you name any others where you know the
voice, never see the person and they’re not
named?
Strategic Partnerships
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Pepsi & NFL
Dunkin Donuts and NE Patriots
McDonalds and Disney
Nike and Apple here
Any local ones? Potential ones? Why?
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Need to disassociate? (Ford and Firestone Tires)
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Special Guest Appearances
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Who’s seen a famous person (musician,
celebrity, athlete) somewhere and remember the
person and location?
The location becomes part of the experience.
Who would you have suggested for the Grand
Opening of Barnes and Nobles at Derby St.
Shoppes? Why?
Conclusion
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Importance of building a brand identity.
Connecting, associating, communicating a
message – a way of life – to an audience.
What is branding and why is branding
important?
Small Group Activity
20 minutes: Each group will create a “brand” for
two local businesses by choosing a
spokesperson/mascot, slogan and logo for:
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Either Crowe Point Pizza or Atlantic Bagel
AND a local business of your choice
Be prepared to describe your decisions and
specifically what message you’re sending to your
audience. (Hint – start with your message first)