2.1 | Establishing our
Identity
STEP 1 - LEARN
• View this presentation to learn about how
corporations establish their identity
through marketing.
LEARN FROM THE EXPERTS
TARGETING POTENTIAL BUYERS
• Every sales campaign should target the many different
people who are potential buyers.
• Each sales campaign should maintain a consistent look and
feel.
• Each marketing piece should reflect the desires of its target
audience.
• Each marketing piece should reveal a perk of buying the
product.
For the person on a
beach getaway, the
iPod shuffle will
surround you with
music – waves of
music designed with
the trademark white
Apple earphone
cord. You can even
be on a busy beach
and be alone and
relaxed. The iRelax
plays with the “I”
pronoun and the
verb “Relax”
conveys what
happens with the
Shuffle.
Who is the audience of this ad? What does the ad suggest about the product and
the consumer?
Apple, Inc.
Similar to the
previous ad, the
trademark white cord
maps out the
commuter’s train line
and surrounds
commuters with
music. This appeals
to the city dweller.
Who is the audience of this ad? What does the ad suggest about the product
and the consumer?
Apple, Inc.
Similar to the
previous ads, the
white cord maps out
the runner’s route
that surrounds
runners with music.
This appeals to
people who already
exercise but also
those who don’t but
would like to – the
shuffle might be just
what they need to go
for a long run.
Who is the audience of this ad? What does the ad suggest about the
product and the consumer?
Apple, Inc.
Think about theme. What is visually similar between these three ads?
What are verbal similarities?
Apple, Inc.
WATER
• On the next slides, compare the identity Dasani is portraying
to the identity of Vitaminwater.
• After looking at the images, discuss the identities as a class.
Dasani
Vitaminwater
• What identity is Dasani
portraying?
– Judging by the images,
what type of person are
they targeting?
• What about Vitaminwater?
– Judging by the images,
what type of person are
they targeting?
– How can you tell?
– How can you tell?
Target Market: 25-40 year-old, health and environment-conscious people.
Image: Clean, Pure, Healthy
You can tell each of these things by the dominant white, blue and green colors which match their label but are
also the dominant colors in nature. Recycling is emphasized and nature and natural images are included.
ATHLETIC APPAREL
• On the next slides, compare the identity Nike is portraying to
the identity of Athleta.
Nike Pitch: athleticism, dedication, hard work
Athleta Pitch: modern, bohemian, girl-power, yoga
Comparison: Nike vs. Athleta
How do they market their identity differently?
Nike and Athleta
Natural looking models that aren’t overly made-up; the phrase ‘power to the she’; images that
include nature; more delicate fonts than Nike’s bold heavy font; ads depicting people doing
sports that aren’t mainstream like yoga or jogging on the beach – activities that imply a
healthy, zen, lifestyle rather than a hard=core athleticism
How does Athleta emphasize modern, bohemian, girl-power in its ads?
Athleta
Once again, notice nature and yoga; words that Nike might use, like ‘explosive’ ‘will to win’
or ‘winning takes care of everything’ wouldn’t fit with their image but are used effectively in
Nike ads.
Athleta
This ad portrays nature, freedom and simplicity in
its imagery. It also provides and anthem on the left
side to emphasize the ideas.
Athleta
Athleta
Bold, heavy, simple sanserif font.
Strong black and white
contrast with bold images
on simple backgrounds.
Just Do It or another simple
catch phrase reflects the
same idea.
How does Nike emphasize athleticism, dedication and hard work in its ads?
Nike
Nike
Nike
Think about theme by looking at this ad campaign.
What is visually similar between these three ads? What are verbal similarities?
Nike
CLASS DISCUSSION
• Every business needs to evaluate the identity they want to
convey to their audience.
• How do we want our purchasers (parents) and consumers
(students) to perceive us?
• What feelings (good, bad or neutral) do people have about
our yearbook?
• What has been our identity in the past?
• Do we want to emphasize our past identity or do we need to
create a new one?
STEP 2 – PRACTICE & USE
• Look at Handout 2.1 – Yearbook Reader Survey
think about the questions to ask their readers to
understand the audience.
• Brainstorm other questions that will help to
understand what students want in their
yearbook.
• Edit and distribute the survey to as many people
as possible for use on Day 5 of this unit.